Seven seconds. That’s the time you have to grab the attention of a visitor to your website.
If your goal is to sell more catering, it’s vital you keep a prospective customer engaged in your content.
I am shocked by the number of restaurants that cater with no apparent information about catering on their website. I usually have to wade through obscure mentions of catering in a paragraph or find it buried under the menu tab.
Besides having a catering tab and a catering call to action, what else will grab and hold attention?
Video. More specifically an explainer video. An explainer video is a very short animated video, usually between 1 to 3 minutes, used to introduce a project, company, website or product. The explainer video is usually done in a cartoon style that may or may not have narrator.
Andrew Angus with Switch Merge wrote an article entitled: The Science Behind Explainer Videos and Why They’re So Effective. He cites a principle called dual-coding that reveals when auditory senses alone are stimulated, people retain about 10% of what they’re told, but when both visual and auditory senses are stimulated, that number goes up to 68%.
68%! That’s a 580% increase in retention! Kind of a big deal, right?
Explainer videos don’t come cheap. Expect to pay $3,000 to $5,000 to have one produced.
Frank D’Antona with Cantina Mamma Lucia was the first person to sign up for our catering software and marketing services. He is a sharp operator and phenomenal marketer. When we built his Catering Lead Generation Website, he used a local videographer to make an explainer video. You can check it out at www.ezItalianCatering.com
One of my good friends Ryan Small with Blue Dog Merch here in Nashville (call him if you need any ad specialties, embroidery, screen printing, etc. They also manage retail and uniform programs for their clients), recently signed up with a buying group that provides software and marketing materials/expertise to run his business.
They gave him a generic explainer video not branded to him to use in his marketing.
When I saw it the lightbulb went off in my head. I am not talking about a flashlight bulb, but the big kind used in football stadiums.
What if Restaurant Catering Systems could create an explainer video template to sell people on the merits of choosing a specific corporate caterer? It needed to address all of the major frustrations experienced buying catering and offer solutions our clients provide.
Once I add a project to my list, I am like a dog with a bone.
I wrote the script, invested in the software, hired a professional voice over talent and set my designer free to make one great explainer video.
One of my favorite implementers and clients is Mark Rogers, with Smoke and Spice. He graciously volunteered to be our explainer video guinea pig. If you want to check out the explainer video we did for him (that you can get customized with your branding too), please go to www.SmokeandSpiceExpress.com
Everyone who has seen this video loves it!
The good news for you is it won’t cost you $3,000 to $5,000 to get. For a lot of our clients it is free.
Please email me for details. My team and I would love to help you out.
Whether you choose to work with us or produce your own video, the use of an explainer video can raise your brand reputation and help you close more catering.
NOTE: I’ve had many people inquire about the DVD recordings from Caterpalooza; our two day catering conference earlier this year. The 8 DVD set is available and a great tool for you and your team to sell more catering.
To learn about Caterpalooza, please go to: www.Caterpalooza.com
To get the DVD set, please check it out at: www.Caterpalooza.com/dvd
NOTE 2: Let me encourage you to a join our new Facebook group I created for our industry: Restaurants That Cater. It is open to clients and non-clients alike. Please post your successes and challenges and share your knowledge with our community.
There are groups and associations for caterers and for restaurants, but none for restaurants that cater…a very important group that is grossly underrepresented.
We have built a large following with some great posts and answers. This is a no-brainer resource if you cater from your restaurant.
Click on the link below and request to join:
Please pass on this link to your colleagues and co-workers in the industry. The more of us, the better!
Well, that’s all for this issue.
To Your Restaurant's Marketing & Catering Success,
Restaurant Catering Software
P.S. – If you need help growing catering sales, then please go to www.RestaurantCateringSoftware.com and download my free eBook: Cater or Die!
P.P.S. – I make a limited number of time slots available each week for a free Catering Strategy Session with me. (You also get a catering menu critique and free analysis of your website for “Catering Effectiveness”). For complete details and to grab one of the limited spots, please go to:
P.P.P.S. – Please check out my podcast at www.RestaurantCateringSmarts.com
P.P.P.P.S. - Anyone wishing to reprint my articles may do so. Please email me for the bi-line to use for proper author’s credits.