5 Alternatives to Write About Dishwashers
For a Social Media Video Post
Written by Aaron Kho
When I used to live in New York City, I had an amazing experience with my apartment’s dishwasher. Not only did it reduce the hassle of washing plates after my meals, it saved me a ton from utility bills. [Learn more about New York’s obsession with dishwashers]
However, convincing Singaporeans to use dishwashers poses a challenge. Here, people are used to handwashing. Many, including my parents, think that handwashing will yield cleaner plates. I’m not necessarily convinced.
When an opportunity to write and produce the Bosch Dishwasher came about, I knew immediately that I had to highlight the benefits of dishwashers. The video will be written for a specific audience, in particular for Facebook. Without a large production budget, how can we still carry the product message for Bosch, yet capture audience retention rates?
RESEARCH
I took a substantial amount of inspiration from the Youtube videos. In particular, TV commercials about dishwashers that are available on the Internet.
1.
An Ad by Bosch India
This ad promotes the dishwasher as a gift for the parents for the Indian market. I loved the way that the content was shot, with lighting that communicated a homely scene.
2.
A skit by Bosch International demonstrating their line of washing machines
For this video, IoT-Hero Shawn brings us around the studio as he describes the features of a washing machines in an energetic skit.
3.
This LG Dishwasher ad features their unique TrueSteam® feature
This LG Dishwasher video communicated their dishwasher line from a problem-solution approach. I also love the way they utilize the graphics and supers to communicate the product.
4.
Titled Dishwashing Kid, Miele came up with an uncommon approach to showcase how big their dishwashers are
I absolutely love the way the video puts you in the shoes of an entrepreneurial kid. Instead of washing dishes, the dishwasher is spacious enough to fit an entire toy tricycle.
5.
This TVC is not just an product feature video, they spun it around with a twist.
This ad promotes the dishwasher as a convenient way to clean dishes with a push of the button. In this ad, they also featured a top rack, but conveniently twisted the storyline like this “... now features the MyWay Rack, ... so there is nothing left behind, uhhh at least not in your kitchen.”
REQUIREMENTS
There are a few unique selling propositions I will need to highlight through this video. Some pointers I will have to address include:
How will the dishwasher save time?
How will the dishwasher save water?
How can you make your plates cleaner?
How can you capitalize on IoT to check on your dishwashing status?
5 Ways to Write about Dishwashers for Social Media
I’m pretty sure there are 101 ways to write about dishwashers in general. But I have streamlined down to the top 5 more effective ways dishwashers can be written from a marketing perspective for social media.
1) Tell relatable stories
A relatable story helps to dissect everyday real-life problems and introduce a solution to this problems
Leveraging on good storytelling, social media can tell stories that regular customers can relate to. There are two ways a story could be told from an everyday point of view. Either
1) Come from a problem/solution approach or
2) Share a story about how a dishwasher has benefited a regular consumer.
Stories often provoke emotions in us, which leads us to get emotionally involved and we also remember details more vividly. As long as the story centers around the benefits of the products and services, customers associate with the same story and might seek the same given solution instead.
2) Brand Ambassador Q&A
This content sizes similarly with the IoT-Hero Shawn in a #WashaBosch video, where a brand ambassador was introduced to do a Question and Answer. This helps to boost authority, especially for products that people may have hesitancy with the complex nature of the product.
However, key to successful engagement of the video is the quality of the questions and answers themselves. The questions can be pre-planned beforehand, vetted and organized in order of urgency. But the questions do need to be able to address the concerns of the audience, and the answers will need to be direct and factually accurate.
3) User-generated Contents (UGC)
Seamless kitchen so that you are less able to identify the location of the dishwasher
User-generated contents are popular if the products are small and convenient such as cosmetics and fashion. Furniture size products like the dishwasher might be difficult to amass good quality user generated content.
But it is still not impossible. Videos can be captured after a sale is complete and clients can be incentivized to post a quick user generated review.
In this case, Bosch has dishwashers that are seamlessly integrated within the layout of the kitchen, so that one can never tell which kitchen cabinet contains a dishwasher. Audience could engage by guessing where the dishwasher is located at the user's house
4) Product Demos
Product demonstrations help to entice buyers because they highlight some of the key features customers may be interested in. With the right knowledge, videos like these can influence people’s purchase decisions as they are now armed with how to use the product.
5) Tips and Tricks
These types of videos usually garner the most engagements. Should it be effective, the tips you acquire will be relevant to many people. Why? People want hacks around their routine, so they could either save time or save money, or both.
At risk of making the videos far too cheesy or hardsell, it is important to consider the optics. 5 Reasons Why You Should Use a Dishwasher sounds more of a hardsell than 5 Ways How a Dishwasher Can Improve Your Lives. Both showcase the same USP, but the latter is more positive and effective at the same time.
Watch the video below:
5 Reasons Why a Bosch Dishwasher makes your live easier