5 Ways to promote your brewery

By Michael Palmrose

Did you know there are more than 7,000 breweries in the U.S. as of December 2018 (according to USA Today)? 1,000 more breweries are expected to open by the end of 2019. If you have your own brewery, this can make it difficult to maintain or gain market share. Here are some ways brewery owners can use a video team to shoot, edit and create various video packages from just one visit to your brewery. That’s right. Film once, get five videos. Get the most out of your video crew in one day.

1. The Origin Story Video

It’s time to toss out the “Who we are video” and start making “Here’s what makes us unique” videos. Although this is standard, this is the chance for you to promote what differentiates you from other breweries. Are you known for your types of beer? Your scenic view? Your unique heritage? No one has an origin story quite like yours. Take us on a journey of how you started your brewery. Think about what makes your brewery unique and make that the centerpiece of your overview video.

Don’t forget to humanize your video. Show the faces of the company - from the top tier management to the day-to-day brewer. This will help people connect with your story, your brand and your beer.

2. Demonstration video

Beer geeks love a good shot of hops going into a large, steel tank. Show off your brewing process. You don’t have to be a Bill Nye type to show off your brewing skills. Try Live streaming one of the most visually stunning parts of the brewing process, since the entire endeavor can take weeks or even months. Take us behind the scenes. Here are some ideas for the scenes to include in your live stream:

●     Grains going into the mash

●     Yeast being added into fermenter

●     As a brewery owner you can also do a demo of an at-home recipe where viewers can make a small batch in their own home and describe how it would change if the brewery would do it

3. Product launch

If you’re doing a beer release, the best option for video is to live stream the event. A day or two before you release the new beer to the public, we recommend doing a live tasting of the beer in front of the camera. Live streaming a beer launch will help bottle or can sales, but it can also build awareness and drives traffic to the tasting rooms as well. A good sign that you should be live streaming your product launch is if you typically experience a steady line of people the day of a beer release in your warehouse.

Make them aware of the live stream by:

●     Using a hashtag to promote the live stream

●     Artwork reveal for the can or bottle

●     If it’s a seasonal launch, what style is it going to be?

●     Live pour and tasting. Here’s an example of a live launch of an Amstel beer from 2019

●     Integrate it with your social channels seamlessly

●     Use the recording as a promotional video afterwards

4. Collaborations

A recurring show is a great fit for collaborations. Start out by featuring a different guest every 3 months or so when the seasons are changing and consumers are looking forward to the next seasonal beer. Use a show platform to collaborate with another Brewery. You can discuss planning stages for the next beer, smelling or tasting various hops, and talk about what your ideas for a collaboration would be. Who would provide which ingredients? Who would take care of what part of the process? This would just be a brainstorm session without giving out too many of your recipe secrets. This is also a chance for viewers to see your personalities shine, so pick your most charismatic and outgoing guests to host the show. We want to get to know the makers of our favorite products. Remember: transparency always increases engagement.

5. Virtual tour video

It’s time to show where the magic happens! The beer magic, that is. While your video crew is on the property, see if it’s possible for them to leverage steady-cam equipment to do a walking, virtual tour of your property. Be sure to ask for shots that focus on the beer-making equipment, architectural accents of the buildings, the grounds and the most comfortable, laid back spots in the brewery where visitors can relax. This can be a simple video put to music with no narration, a guided tour by the owner or even a 3D viewing of the property. This is especially useful if your property houses events such as concerts, corporate meetings or weddings.

Ask for a Bundle Package

Ask your videographer if they can provide a bundled discount for all of the above if you choose to do all five options to promote your business. They could even capture all of the shots in one trip for each of the five types of videos. This will help lower the cost per video and give you five videos to promote on your website, social media and email blasts. Once you launch all five videos, see if your foot traffic and/or online presence increases by over 25%. If it does, try investing in a seasonal livestream, a quarterly TV show and an annual “Who We Are” video update to ensure you are leveraging the power of video to its full extent.

When to use professional video services versus doing it yourself

by Michael Palmrose

The ideal marketing budget for a small business or a nonprofit is tough to build. How do you know what you should be doing it yourself (DIY) instead of hiring a professional for your video needs? It’s all about your brand and where you want to take your business.

When it comes to live streaming or video recording, here is a helpful checklist to keep in mind.

The best case scenario for a DIY video budget

If you’re budget is under $100-$200 per episode, it’s best to do it yourself. This is a great fit for personal and informal human interest stories. Take vloggers for example - they tend to do very well using just a high-end webcam and mic to publish vlogs that generate thousands of viewers. If your show doesn’t require a set, showing specific products, tools or items off in the spotlight, it’s best to stick to this DIY budget. Examples of shows include:

○     Daily Vlogging

○     Political Editorials

○     Advice Shows

○     Pet Shows

Shows that require professional services

If you can allow for a budget of $300+ per episode, you should definitely invest in a videographer who can do both social media live streaming and professional recording. At this point, you should have surveyed your audience about whether you SHOULD do a live stream or not, and the overwhelming majority has answered “Yes!” It’s definitely good to do a focus group for your show before you invest in professional services. Another sign that you should invest in a videographer is that your show has reached over 1,000 followers on social media - whether it’s on YouTube, Instagram, or any other social platform. It means your content is worth investing in and enhancing.

Most importantly, your show needs professional video services because of logistics:

●     You need a consistent, fast and high-throughput internet connection that only comes with professional equipment. You can’t rely on public WiFi or cell service any longer.

●     You need specific shots that consumer cameras just can’t provide:

• You need macro close ups

• You need multiple angles at the same time

●     You need clear audio - no background AC noise, no airplane noises, etc.

Here are some examples of shows that are best-suited for video live streaming and recording:

●     Culinary shows:

• Shows that require you to zoom in on the delicious food sizzling in the pan. Like this great example from Guga Foods.

• Cocktails being poured via slow-motion into the fancy glass. How To Drink owns the slow motion pour.

●     Sporting events:

• Lots of action that needs multiple slow-motion shots, angles and high resolution to show crystal-clear detail. These are all on display in this tutorial video from Braille Skateboarding.

●     Trade show pop-up studios:

• Q&As with experts live from the show floor - requiring professional lighting and audio equipment that can quell the show floor noise and make on-camera talent look well-lit, polished and professional. Click here to see a wonderful example from a recent trade show I participated in.

Have a question about whether you should go DIY or professional when it comes to video? Leave us a comment or fill out our contact us form below for assistance.

How to build a Request for Proposal (RFP) for an event videographer

by Michael Palmrose

According to Eventbrite, 96% of event creators plan to stream live video this year. Viewers spend 8 times longer with live video than with recorded video, and 67% of viewers are more likely to buy a ticket to an event after watching a live video.

This is why it is especially crucial to make sure that your event includes a video recording and live streaming component. Not to mention, a paid live streaming option also allows event organizers to create an additional stream of revenue.

In order to request an event video package from a vendor, we recommend building out a Request for Proposal (RFP). This is a document that solicits a proposal, often made through a bidding process, by an agency or company interested in purchasing event video services.

Here are some simple guidelines for building an event videographer RFP:

The Basics

●      Title of the event. E.g. Conference A

●      Date of event: E.g. April 1, 2020

●      Length of the event: E.g. from 9 a.m. - 5 p.m.

●      Location: E.g. Hotel B

●      Timeline:

• Recording/Livestream: April 1, 2020

• Editing: April 2, 2020 - April 10, 2020

• Approvals: April 11, 2020 - April 15, 2020

• Distribution: April 16, 2020

●      The format you want your video in. We recommend an HD mp4.

Goal & Target Audience

Be sure to share the specific goal of your event. This will help the videographer determine exactly the right shots and angles you want to capture. As a result, this will determine the exact equipment your videographer needs to bring. In addition to that, you may want to explore a livestream option for your audience as well - especially if the goal is to increase awareness about a particular subject. Not to mention, there is always a gated, paid livestream option where attendees can receive a dedicated link once they pay for livestream access. This can serve as an additional form of revenue for your event.

Be sure to let the videographer know who the viewers will be. Is it your constituents, clients, consumers? This will also determine how the video will be shot and give the videographer a chance to provide suggestions, new techniques or raise questions that will make sure you are on the right track.

Here are the questions you should be ready to answer in your RFP:

●      Who will be speaking at your event?

●      Do you need graphics (names, titles of people) to be shown on screen when someone is speaking?

●      What variety of shots do you need? For example, how many speakers or structures do you need shots of? Will the guest speakers be stationary or moving around?

●      Will there be a powerpoint presentation involved?

●      Will you need a recording of the crowd asking questions during the Q&A?

●      Do you want people watching the livestream to be able to ask questions?

●      Do you need a speaker system on-site or will someone else handle this? Do you need hand-held microphones or will the AV team take care of this?

●      Do you need a recording afterwards? Do you need specific clips of highlights afterwards?

●      Do you need to send out a livestream link in advance?

●      Do you want to “gate” livestream access through a username and password. If so, what should they be?

●      Do you need additional lighting?

●      What is your budget range or budget cap?

Additional documents that you may want to include in your RFP could be an event agenda, event venue information such as the address, photos of the venue and on-site contact information. We also recommend providing secondary contact information in your RFP just in case. Lastly, be sure to list contact information of the other event production vendors that will be working on-site at the event.

Should I hire a professional for my first podcast?

by Michael Palmrose

I’ve recently come across a client who wanted to start their first corporate podcast. Their first major question was “What’s involved in this new endeavor and how expensive is it?”

The answer may surprise you.

When it comes to professionally produced podcasts - the cost is lower than you think. If you’re debating whether to rent, buy or forgo the professional equipment for your podcast, here are some things to consider before you take the next step:

When NOT to invest in professional podcasting services

If you’re considering making a podcast as a hobby for your friends, family, or community, consider renting a microphone from your local public access station, radio station, or podcast studio. Another option would be to purchase a microphone on Amazon. I would recommend going with a Blue Yeti USB microphone.

When to invest in professional podcasting services

If you’re going after a specific target audience for business or government-related reasons, the time is ripe for a turn-key podcasting provider. Here are some benefits for finding a professional podcasting service for your show:

●     Time savings. Having a professional manage your podcast production can save you hours of work. It takes the technical responsibilities away from the host or creator. Now the host can focus on booking talent, writing the script, creating the set and many more facets of the production and branding aspects of the show.

●     Higher quality equipment = higher quality sound. A lot of people will not put up with poor quality audio. It doesn’t matter how good your content is. A professional podcasting service can troubleshoot issues much more quickly than doing it in-house. You can also easily rely on their equipment to avoid picking up extraneous noises, enhance the speakers’ voices and really enhance the overall feel of the podcast.

●     Editing skills: Nothing turns away a new listener faster than bad editing. You want someone to remove all the “ums”! Professional podcast editors have the top-of-the-line editing suite that can add on a good intro, remove dead space, set a good pace, remove people talking over each other and provide a smooth ending to the podcast.

●     Hosting skills: A professional has in-depth knowledge about how to distribute your podcast. They should be able to provide you with tips on where and how to host and syndicate your show for free so that it reaches the widest audience possible without you spending additional funds to distribute the show.

●     You can also include video! A top-notch podcasting service should also be able to add a video recording element to your show. If you’re aiming to reach a wider audience, make sure your first episode starts off on the right foot. Ask your podcasting service if they provide lights, multiple cameras, podcasting microphones and any other video needs you have. Think of how much you will widen your reach by adding a video component to the show. Adding video allows you to market and distribute your podcast to an even wider audience using video platforms such as:

■     YouTube

■     TikTok

■     Instagram

■     Facebook

■     Twitch

■     Periscope

While we are on the topic of video podcasts… how do you know if your podcast should be “live”? The advantages of doing live podcasts is that viewers often get alerted that their podcast host is going live, which drives traffic back to your channel. I would recommend going the “live” route ONLY if your speakers and your guests are professional enough to speak through the entire show without messing up. This is often the format used for more laid back, satirical shows. If you’re a business or a government institution I would avoid going “live” and just do a standard recording.

What should my budget be if I want to start a top notch, high-quality podcast?

$ - In the short term, if this is something that you want to do, you can experiment with just using a professional for audio recording, which can cost around a couple hundred bucks. Just try it for the pilot and see how it goes. This is a way to “try before you buy” a full blown, end-to-end podcasting service package. It’s also a perfect fit for someone who is doing a human-interest podcast and is just starting out in the podcast world.

$$ - For full video, audio and end-to-end podcasting crew, you’re looking at several hundred dollars per podcast if the episode is less than 20 minutes long, with one or two people speaking. This is a good fit for clients like small businesses and government institutions.

$$$ - Corporations looking to start their first podcast should consider investing in a dedicated space within or outside their office for the best look and feel. This includes a 3-camera shoot, at least two people speaking and a branded set with their messaging/imaging in the shot. They should also consider doing podcasts on a bi-weekly or monthly basis to keep the marketing momentum going. This could fluctuate between several hundred dollars to several thousand, depending on the number of cameras, number of guests and the length of the podcast.

Regardless of your decision, make sure that whatever your message is gets the biggest reach within your budget. Want some advice on how to start your first podcast? Drop us a note in the form or comments below.

How local governments can use video to reach their target audience

By Michael Palmrose

Nowadays, integrating live streaming into a government communications strategy is a must.

According to Vimeo, 388 governments across 70 different countries used live streaming to broadcast their events in 2017. The biggest advantage to live streaming events is the interactive, real-time engagements that constituents can have with their representatives. Live stream services that offer a chat, voting or polling option within the live stream tend to have a much more profound impact on the community.

Here are some ways you can benefit your community by hosting government-sponsored live events:

• Government-sponsored Workshops: Increase the number of your workshop attendees by offering the class with a paid or non-paid live stream option. Here are some workshop ideas that are perfect for live streaming to local residents:

  • How to file taxes

  • How to start a small business

  • How to run for office

• Town Hall meetings: Expand your audience beyond the town hall venue. This offers your government a chance to solicit thought leadership from your constituents and give them feedback while they are watching at home. Here are some town hall topics to consider for your community:

  • How to clean up the community

  • What can your city government do better?

  • Local election coverage

  • Construction or zoning plans

• Local parades, concerts and fundraisers: Broadcast events to those who cannot attend because of physical or geographical restraints. Provide a sense of community for a larger audience that is not physically able to attend the event. People participating in the actual event can also share the live stream link with their friends and loved ones.

• Partner with a local non-profit: By leveraging a non-profit as the organizer for your event, you can double your promotional efforts and promote the live stream on their marketing channels. Non-profits often host government-focused events that can help benefit the community and take the workload off of your shoulders.

• Disaster Relief and Emergencies: Live streaming urgent information to the public in your jurisdiction from your website is an efficient way to keep your constituents informed about important alerts that affect their safety and well-being. A livestream from government headquarters can often serve as a way to alert the community about where to get access to shelter, what areas to avoid and where to get recovery supplies.

To ensure you have a valid return on investment for your livestream, keep the following things in mind:

• Integrate the live stream link into your communication plan

  • Who is your target audience?

  • What is your goal of live streaming this event?

  • Has it been promoted on your website?

  • Has it been promoted on your social media channels?

  • Have you shared the live stream link with your audience via email?

  • Have you provided a live stream link on the homepage of your website?

• After the event, check in to see if your audience has grown

  • Has my event attendance gone up (online and in-person)?

  • If it’s a polling event, has anyone participated in the poll?

  • If there was a feedback option, has anyone provided feedback?

  • Has there been a reduction of complaints from our constituents?

Live streaming is becoming an important part of government operations in the 21st century. Following the guidelines presented above, you should be able to increase your audience size for all of your government needs.

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