Expertise and credibility will show through the dialogue, technique, content. Can we control the tone to show authenticity/humanity, build trust in our culinary experts?
THE OPPOSITE: INFOMERCIAL CHEF
Can we create a natural environment with our experts delivering key insights that don’t feel scripted or salesy? Delivered via conversation and dialogue between 3 experts, our key content should gain an extra layer of authenticity—helpful in building rapport with a highly informed audience.
Our content has to be valuable to an already highly-informed audience of culinary experts, restaurant operators and foodservice marketers. We’ll need to emphasize some of the more “useful-to-a-technical-audience” elements of the demonstration.
We should also emphasize an aesthetic that foodservice industry professionals and marketers are increasingly exposed to, and are coming to expect.
We’re hoping to hit 3 key formats of an engaging and valuable webinar:
Presentation by complementary Subject Matter Experts (with a host to facilitate conversation, bring in marketing insights & research)
Part Expert Panel / Part Fireside Chat—topics that are top-of-mind for Foodservice Operators of Multi-Unit Chains, providing valuable, authentic insight
Capabilities Demonstration—what you see here is one part of Nestle Professional’s Expert Menu Development service
The video component should be fun & entertaining, but needs to provide a foundation of insights that get elaborated via webinar slides and moderator comments/responses.
Rough cadence for webinar (totally flexible)
Our webinar platform allows video playback during a session, there are a few restrictions which led us to this format:
- Cannot mute video and talk over—video plays and needs to be stopped or paused if the moderator wants to speak, show a slide, or poll the audience
- 5 videos max per webinar
So we will likely break the content up into Segment → Recap & Summary Slide, Poll Question → Segment → Recap & Summary Slide, Poll Question