VIDEO STYLES THAT SELL MORE PIZZA
With the second annual My Pizza Video Contest ready to launch, Green hopes readers will have a better understanding
of the medium’s almost limitless possibilities as they work on their submissions. “Seeing how last year’s contest
videos were made will give our readers a starting point for creating their own video masterpieces this year,” Green
says. “;e first and most important consideration needs to be your message and the lasting impression that you want
to leave with the viewer.” ;ere are many ways to craft and present your message, and here are examples of some of
the most e;ective selling strategies we identified with the help of our readers:
Stress authenticity. It seems like everyone’s trying to sell you something
these days, so more and more consumers, especially millennials, prize
authenticity. And pizzerias have authenticity in spades. Polished branding
is always a good thing, but make sure your branding message reflects who
you really are and why you do what you do. Stress your family’s and your
pizzeria’s roots in the area and how you give back to your community. If
you truly love making pizza and serving your community, make sure that
love shines through in your videos—and viewers will respond.
Lasting impression: You’re not just selling a product. You’re sharing the food you love with your entire community.
Emphasize quality and artisanship. ;e major chains have the advantage of
omnipresent branding and market share, but many believe independents still
make better pizza. Do you prepare your dough fresh in-house every day and
work with local growers to find better ingredients? Do you use decades-old
family recipes handed down from your great-grandmother? Do you constantly
work on new recipes and create signature pizzas that the big chains can’t o;er?
Does your pizzeria frequently win local “best of” awards and earn rave reviews
on social media? If so, make all of these things part of your video story.
Lasting impression: You’re more than just a business owner—you’re a true artisan and pizzaiolo (or pizzaiola, as the case may be).
Go for the glamour. Nothing says “delicious” like that classic cheese-pull
shot we described above. It can take some work to capture glamorous, mouthwatering images of food, but they will sell your pizza better than any talking
head or blaring caption running across the screen. Don’t just point and
shoot—think carefully about lighting, angles and color. Imagine the visual
impact of a simple 30-second video, boosted to Facebook users in your market, depicting your most delicious pies fresh and steaming-hot from the oven!
Lasting impression: Your pizzas and other menu items are a feast for the senses that must be experienced to be believed.
Apizza di Napoli
Consider This Story an Immersive Experience
Grab your smartphone, download a QR code reader app and immerse yourself in a true multimedia expe-
rience. Each QR code below takes you directly to a “best example” video on Pizza TV.com. Read the text,
watch the videos and start brainstorming ideas for your next marketing video. Check out this wrap up
video (left) about our first contest results or view all submissions at Pizza TV.com/mypizzavideocontest1.