Your Tableware Television Network August / September 2007 Tableware Today
Starting in 2008 there will be a full television channel dedicated to showcasing tableware to millions of households. Tableware TV programming will include advertising and original programming about the manufacturing of hundreds of brands, biographies about the personas behind the brand, and tutorials about how to care for the tableware, amongst many other topics. Ok, I have a confession: there will be no such broadcast TV network on your traditional TV set, but one will be coming in the near future from a series of websites. One could also argue that this 'channel' is already starting to appear if you go online.
Websites are the ideal platform for the tableware industry to share television-like programming because the cost of online programming is drastically lower than traditional TV. Other industries are a good indicator of what is to come in tabletop. Car, clothing, and hospitality companies already are offering television-like content online.
Consider sitting with Thomas Keller in his kitchen at Per Se talking about why he likes each of the pieces in his collection, and how you can cook with these pieces just like him.
Each tableware brand will use its website 'channel' to share the important selling points about its products. Imagine Varga Crystal showcasing how its vases are hand crafted in a quaint Hungarian town. Consider sitting with Thomas Keller in his kitchen at Per Se talking about why he likes each of the pieces in his collection, and how you can cook with these pieces just like him. Anna Weatherley can explain her inspiration for the top-selling line Spring in Budapest. Most importantly, this programming will show how the product looks when it's held, how light reflects on it, and how it compares in size to other pieces. Most mid- to large brands and retailers posses the ability to create this content.
Before we discuss producing content, one may ask: "what is multi-media" content?" Multi-media is any material that combines at least one moving visual and/or recorded sound piece. In addition to video (the most popular type), there are audio recordings (which can be shared simply as audio files on a website), podcasts (a series of audio recordings to which you can subscribe), Flash-programmed interactive presentations, and lastly slideshows with an audio accompaniment.
To make a multi-media piece is increasingly cost-friendly. To make a video for instance, write a script (e.g. about the personality of the brand or the merits of buying X brand), and buy a video recorder. Film the piece. Edit this video by hiring a professional (approximately $125/hr). Lastly, hand this to your website designer who can post this online-preferably right on your home page. If you are considering the costs of this, compare it to educating your staff. Imagine how much it costs in time and money to educate all your staff about a product line. Instead of repeating yourself, you can share in one sitting this information and have it replayed infinitely to representatives around the world any time of the day.
For examples of tableware videos, visit youtube.com and type in the search field "tableware." Of the 24 results, click on the video from HSN about a Tuscan 28-piece dinnerware set from Todd English . Notice how the large cable TV players are jumping on the web to promote their products and services. You may not have HSN's marketing budget or airtime, but you too can post a video on youtube.com or your site for that matter. On this same search results page on youtube.com, there is also a fun TV advertisement from SP Tableware, a Greek tableware company . In the future, a reasonable place to view tableware multi-media will be on the websites of tableware publications, such as Tableware Today-why let youtube.com get the traffic, right? But, we're getting ahead of ourselves. In the meantime, for free you can post your video on youtube.com and on your own website. If you post enough of them, you may be able to give HSN a run for its money.
Jason Solarek's tableware video can be found by searching for "solarek tableware" on youtube.com or directly at www.solarek.com/tablewaretoday/quicktime.cfm