Elevating Retailer Meetings with Video
Welcome to the high-stakes world of consumer health retailer sales. In this arena, you may only get one shot to showcase your new healthcare product, explain the science, and why it deserves shelf space.
Your battleground? A 30-minute meeting with retailers. Your competition? The world's biggest, best-funded brands vying for limited shelf space at retailers like Walmart, Walgreens, Target, CVS, and Costco. The status quo of cramming complex information into dull PowerPoint slides just won't cut it. With stakes this high, you need to bring your A-game.
The secret weapon to achieving this? Video content.
Here's why ➡️
The Stakes:
Think about the gravity of a retailer meeting for a consumer healthcare brand. Launching a new product is like launching a rocket - every little detail counts, and the countdown starts at the retailer meeting. In the past, these were in-person meetings that could last an hour, providing ample opportunities for socializing and building rapport that could potentially sway their opinion in your favor. Nowadays, however, these critical exchanges have gone digital, resulting in shorter, more intense discussions. This shift is game-changing. You may only get 30 minutes, so how do you keep their attention through a computer screen?
The Dull Science Downfall:
Explaining the science behind your new product can be one of the most difficult parts about these meetings. Traditionally, science is complex and dull to explain - but it doesn’t have to be. Enter explainer videos. Packed with crisp graphics, compelling narratives, and a dynamic flow, these videos turn monotonous meetings into immersive experiences. They distill complex science into digestible, engaging stories. They also signal to retailers that your brand is a heavyweight contender, ready to invest resources into eye-catching, consumer-friendly marketing.
Advantages of Video:
The idea of using explainer videos in retailer meetings is more than just a stylistic shift – it's a strategic move. The dynamic nature of videos keeps retailers engaged, making your pitch stand out from the crowd. Beyond capturing attention, they streamline the explanation of scientific facts and consumer trends, resulting in a clear, persuasive narrative. This helps you showcase your product as a solution to their shopper’s real needs.
Additionally, using video enables you to present the science in an understandable way without relying on boring, complicated medical graphics. It also ensures that the science is presented correctly, which makes for consistent, legally-approved messaging, regardless of who is running the meeting.
Hot To Create Engaging Retailer Videos:
Crafting a successful retailer video is a delicate and strategic process. The narrative must be built from the retailer's perspective, answering the question "Why should I stock your product?" It should highlight potent market research data, clearly communicate product benefits, all while weaving a captivating story that attracts retailer attention.
Let's look at two powerful examples of how explainer videos can transform retailer meetings.
Case Study 1: Nexium 24HR- A Category Leader Leading by Example:
Haleon's Nexium 24HR team approached Let There Be with a challenge: to create a retailer-facing video that would explain one of the heartburn category's biggest problems-- consumers taking the wrong treatment for their type of heartburn-- and position Nexium 24HR as the category leader. We helped the brand condense it's consumer/shopper research and science into a compelling storyline for the retailer audience. The Nexium 24HR sales team is now using this video with retail buyers to help protect the brand's distribution and shelf placement.
Check out the video below!
Case Study 2: The Emerson Group – Simplifying Complex Information:
For The Emerson Group, the challenge was different – they needed to showcase their state-of-the-art logistics and supply chain model to retailers with the hope of obtaining new business.
So how could we condense detailed information about their complex logistics model into a short, engaging video?
Let There Be delivered an under-2-minutes video that is now an indispensable tool in The Emerson Group's arsenal for retailer meetings. Effectively illustrating their unique model, the video has helped them optimize their limited retailer interactions.
Check out the video below!
As Patrick Gibbons, Founding Partner at The Emerson Group, put it –
“With the video from Let There Be, we can now explain our complex logistics model in under 2 minutes. In a 30-minute meeting with CVS, we didn’t have to spend half the call explaining our model; we simply played the video, and it got instant head nods.”
Redefining Retailer Meetings in Consumer Healthcare:
The consumer healthcare industry is evolving, and explainer videos have emerged as the game-changer for retailer meetings. They're tools that can help you stand out from the crowd, effectively communicate your science, and secure a spot on the shelves of the world's major retailers. As pioneers in creating explainer videos for these crucial meetings, Let There Be is ready to help you take your retailer meetings to the next level.
Ready to bring your A-game to retailer meetings? Contact us today!