The Jaftex Facebook Live Video Challenge Begins Today!

My blogs are usually posted on Monday, but in light of the fact that the 3^rd Annual Jaftex Facebook Live Video Challenge starts today, I am posting this before the videos start rushing in. Below is a talk that I gave about the challenge to retailers who are members of the Jaftex Retailer Facebook Page. If they haven’t created their video yet, this post will serve to encourage them, it will provide them with some last minute pointers and also provide a few other things to think about. Good luck to all!

First off, let me say that if you can’t tell already, I am super excited about this contest.  It is open to fabric resellers worldwide. They can be housed online, bricks and mortar or both. Note that for those domestic customers that want to participate, they must be a direct Jaftex customer i.e. not buying through a distributor (overseas shop owners must just have Jaftex fabrics in their shop to partake).  If they are not a direct domestic customer and want to participate, I suggest that they get some direct orders on our books asap i.e yesterday.   There are many reasons for my excitement and here are just a few:

• This is the first year that we will be offering prizes to the top 5 shops who get the most views of their video.  $1250, $1000, $750, $500 and $250 credits respectively.  It’s crazy that I have to bribe retailers to partake, but it is what it is. They should all be paying me for pushing them to do something that is going to greatly help their business thrive in this digital world and push them outside of the proverbial box.  Video is where it is at folks! Don’t forget that 80% of what we consume on social media is video.  The point being, video should be an integral part of their business now more than ever. This is going to be the starting point for them, if they are not already making lots of videos and realizing the benefits therefrom.

• The 3^rd year is going to be a charm especially now that there are 1400+ actively engaged shop owners on the Jaftex Facebook Retailer Page and my team is working hard to spread the word.  Not only that, I have been trying hard to annoy all my retailer customers to death to encourage them to step up to the challenge.  The reminders are around every corner and they can’t be avoided anymore.  Please get involved retailers….you got this!
• The timing couldn’t be better.  With everyone home and the number of worldwide quilters growing exponentially, the audience is ripe for the picking.  By now, everyone has watched just about every show on Netflix, every movie, every sitcom rerun, etc. so these videos will be perfect to fill that new void.  But also, with everyone home and shops not likely to be as actively trafficked as in the past (when there was no Covid), it will allow them the time and environment to make their video in a quiet, clean and organized shop. 
• To me, the stars are aligning.  I am going to go out on a limb and put it out there that we get 250 videos or more this year.  Wishful thinking! 

Now let’s talk a little bit about the challenge.  I have broken it down into before, during and after to keep things in some semblance of order.

Before:  The before is right now.  Videos are due today, August first, so for those that haven’t already started to plan, get to it.  The videos must be brand new and not recycled.

The planning and prep should be carefully thought out.  As I like to suggest, retailers should try using 3-5 features of their shop to focus on during the videos. The features will guide them through their less than 10 minute video.  Note how I said less than 10 minutes.  Less is more sometimes and there is a good chance that more people will watch the video to the end if it doesn’t drag on. 

I suggest a strong plan around the 3-5 highlights.  Write it out. Plan it out.  Think it out.  Then practice or just do a walk through with or without the camera. I suggest that retailers not use a script because it seems so much more natural when they speak from their knowledge and heart.

Put the basics out there once in the beginning and once in the end and even one more time in the middle.  The basics include the name of the shop, the owner’s name, the address, the hours,  phone number, the website and anything else one could think of that is pertinent. That would include any other questions one could anticipate to get from customers who have never been to their shop.  If taping the video live on Facebook, retailers should set an event up through Facebook so all of the shop’s followers know and perhaps they will watch live.  Side note:  if comments are on during the video, I would suggest answering them after and not during.  Shop owners should focus on their plan and get done what they need to get done without any distractions.  Last, but not least, retailers should be their usual cute, funny, entertaining, instructional and quirky self. 

During:  Now that the video making has begun, retailers shouldn’t forget to remove anything that might get in the way of their video or distract them…..phones beeping, music playing, annoying fans, jewelry, things on the floor, etc.  I totally empty my pockets when I make my work videos.  I want to be clean and light.

The 3-5 features I discussed earlier need to serve as a guide and keep the video on track.  That means about 2 minutes per feature with a little time for other less important things the retailer might want to point out.  Most importantly, retailers should show us their beautiful fabric because that is what people want to see the most.  They also want to see closeups, so retailers should not be afraid to get right up in there.  Oh yeah, of course the viewers most want to see all of your Jaftex fabrics! But also, quilts and finished projects should be shown too. 

It’s kind of a tease if viewers can’t buy something. Therefore, if the retailer shows finished projects, they should make sure they have kits on several of them at a minimum.  Otherwise, they are just going to be teasing the audience and we don’t want to tick anyone off.  Sticking with the selling idea, retailers should definitely offer a minimum of one item for sale.  I want them to test the waters to see if they can sell using video.  Don’t you think they would want to find out?  I think they will be surprised. 

If the retailers aren’t selling something per se, they should have a call to action i.e. like the company Facebook page, comment on a post to be entered to win a prize, join the email list and get a coupon for your first visit.  Stuff like that.  I am sure the retailers have better ideas than I do, but those are a few to get them thinking.  Towards the end, retailers should make sure to repeat all the important things about their shop and be prepared to have a strong close and proper ending.  They shouldn’t linger after saying something in closing like, “Thanks for joining me on this tour today, I hope to see you soon at Scott’s Quilt Shop located here in New York.”  Cut!

After:  Now that the hard part is done, there is still more to do….just easier stuff. The retailers should watch their own videos and take notes.  Retailers need to engage with the customers/viewers.  Questions need to be answered.  The questions provide an opportunity for retailers to talk about other things they have in their shop.  If the retailer misspoke during their video, they can make clarifications in the comments to clarify any errors.  It happens to the best of us, so no one should worry about errors as sometimes these videos are like outer body experiences.    

Now that the video is done, one should consider changing the text used to describe the video versus what they put in originally when they started.  They might want to include the pertinent details of who, what, where, when, why and how info in the body of the text…that would include all the contact info for their shop.  They need to make sure that they are engaging for the entire month of August as that will help their chances of winning and people sharing. 

Retailers should consider boosting their videos by using Facebook ads if they want.  That is not required, but it’s an idea that could help. I am not one to spend other people’s money, so this should only be done if it is affordable.  Retailers should keep reposting their videos so people are aware.  Shop owners should ask all their friends and followers to share the video and help attain more views.  This is all fair game. 

When August is over, win, lose or draw, I want everyone to say that they did their very best to make their video amazing and get as many views as possible.  After that, they can decide if they want to make video a regular part of their business.  However, I want to caution that for those who are making a video for the first time, it might not be best to make determinations about their future video making after just one video.  

After that,  retailers need to share the video to their Facebook page, then they need to share their posted Facebook video link in an email to jennifer@jaftex.com.

Let’s encourage our retailers to do this! Thanks for your support. Good luck to all those participating.