We were tasked with the production of a marketing video for the AGOA Exporter of the Year Awards. The video was centred around South African company Fynbos Fine Foods, who won the Female-Owned Export Business award for 2022. The project was funded by USAID, who also facilitated the awards show. The video focuses on their range of food preserves and the processes involved in the manufacturing of their products. There is also large focus on their company culture, which they directly attribute to their continued success as their operations have grown over the years. They also show a deep understanding of the international competition, which has afforded them multiple international awards for their products. Fynbos Fine Foods is a major South African export success story, that demonstrates the importance of continuous development with the scaling of a business, especially from an international trade perspective.

For this video we collaborated with Sound Idea Digital, one of the leading video production company’s in South Africa. They have over thirty years of content production experience, and having collaborated with them before on multiple projects, it was a dream to work together on these videos. This video formed part of a series of videos for the AGOA Exporter of the Year Awards, which we have produced for two years running. Multiple videos across numerous businesses had to be shot and edited in preparation for the awards show and the accompanying live stream, which we also jointly facilitated with Sound Idea Digital. When filming multiple videos for a set deadline, it is of vital importance that all your planning is done in advance. A video’s production value is directly influenced by the availability of resources, key members and locations. This is why every potential opportunity for filming should be carefully considered from all parties involved.

Creating a good marketing video requires planning, creativity, and an understanding of the target audience. It should be engaging, informative but not too long. The visuals should be eye-catching and high-quality, while the audio should be clear and on-brand. Having a strong call to action is also important as this will ultimately lead to conversion. Finally, make sure that the video is optimised for different platforms and devices to maximise viewership.

South African export businesses are increasingly investing in marketing videos to reach wider audiences, penetrate new markets and increase sales. Videos provide a powerful medium to communicate the value of products, showcase features and advantages, explain product use cases and highlight company values. Marketing videos are also an important tool for highlighting success stories within the industry and can help to drive consumer confidence in an export business’ offer. Additionally, videos give prospective customers a window into the culture of the organisation and its commitment to quality service. For these reasons, marketing videos are crucial for South African export businesses looking to grow their customer base and stay ahead of competition.