Andrew Mills, Boxer Marketing Director, had the following to say about Video Production as a marketing tool:
“Video production has been very effective for us as a retailer over the years. I remember back 20 years ago when we didn’t have the power of video production to be able to send our message back to the staff, we were definitely not in the place of communicating with our staff as effectively as we can today. If I can take you back a number of years when we had fewer number of stores in the greater province of KwaZulu Natal, South Africa, we had roughly 25 stores as we expanded into the Eastern Cape Province. We found as time went by the ability to get all the store staff and store management to the Head Office to communicate with them became costly from a time and cost perspective, and it just was not making financial sense to do this. However, the importance of being able to roll out more stores in the country created the need for us to bridge the potential communication gap we could see arising hence we relied on video to act as a bridge, to be able to connect ourselves as management at the Head Office with our stores.
We have noted over the years, we are now in our 39th year of trading, in particular when we had these accelerations of store roll outs around the country that using the power of visual to communicate the message we want means that I can be consistent in the way I tackle the information.
Added to that when we send out videos not only are we educating staff we are informing them of whats currently happening or will happen in the business and its also a form of entertainment where they get to experience a slice of life which potentially might not happen in their area of trade but is happening elsewhere. Video keeps them up to date for the greater good of the team and it empowers them.
At the end of the day I have noticed that when we visit stores around the country we have staff come talk to us about what they saw and they remember that particular edition they received and the content being depicted by the power of video
What it comes down to is this….If i want to generate the desired result I rely heavily on the effectiveness of video as a national fast paced FMCG (Fast Moving Consumer Goods) business ”
