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Let Your Customers Convey Your Message — 12/4/2009 9:13 AM

Sometimes, a video may give the viewer the sense of being talked at, or the feeling of the “us versus them mentality,” in which the viewer knows the business is trying to sell him something, so he’s a little bit on guard. An effective way to break that barrier in a restaurant video, is to include customer participation.

Using customers is effective because a viewer can readily identify with customers in the restaurant video. If they are having a good time and enjoying the restaurant, then he too believes he will have a good time there. The effect can be even more powerful if children are used. People think of children as innocent. Watching children on screen is fun, and serves to distance the video from any suspicion of manipulation of the truth, for commercial benefit.

If you watch the Weathervane Restaurant video, you can see an example of a video that employs child participation.

The Weathervane restaurant video disarms you right from the start. It begins like so many other videos with a shot of the outside facade. But before you can say Jack Frost, you are greeted by a child’s voice telling you to “Common in to the Wethervane Restaurant.” The camera then pans to four children standing outside the entrance, with the boy in front doing the talking. As soon as he finishes, they turn and walk inside. They’re soon seen sitting around a booth.They look around at the camera and say as one “It’s a great place for families.”

As the waitress brings food to the children, the narrator tells us to “Try our chicken, fried steak, our baby back ribs or seasoned salmon salad. “Close-ups of the dishes are superimposed on the shot of the children, as the narrator continues “Our down-home cooking will bring you back.”

Having established the family oriented and kid friendly nature of the eatery, we now hear from an adult customer who tells us the Wethervane is “a great place for fun,” followed by a chorus of “yeahs” from the kids and other guests. The demonstration of enthusiasm further breaks down the barrier between video and viewer. This effect is enhanced by the fact that the participants appear to be friends of the restaurant as opposed to professional actors.

The narrator invites us to try their “prickly pair” or “margarita.” The waitress simultaneously places the two drinks on the counter, just in front of the camera. We get a good view of the restaurant’s food and beverages, as well as the customers.

Then a youngish looking grandpa with his wife tells us, “It’s a great place for celebration.” Three generations all testifying to the family nature of the Weathervane Restaurant, fully convincing us of the family fun atmosphere.

As the video closes, the narrator invites us to call and arrange for a special event, and then an interesting graphic of a local map showing the location of the restaurant pops on the screen. In the background, the narrator repeats verbally what we see on the graphic.

A well designed presentation, wouldn’t you say?

Thanks to Winmax Video of California for contributing to this post. Winmax produces restaurant videos and as well as corporate videos.

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