Dunbri's Dessert Cafe On NBC Washington: The Process And The Video
It was a joy working with Karen & Graham Maclean of Dunbri's Dessert Café toward a televised segment about their Valentine-themed Pure Barry Cotton Candy dessert.
I knew when I walked into their beautiful dessert cafe, that their story and product were made to be seen and loved by everyone who could possibly get to Haymarket, Virginia.
They have a wildly cool product, and a unique family story. A lot of businesses do. So, how would we get coverage for this Scotland-rooted cafe with a dessert, literally, MADE for Instagram?
Karen, Graham, & I launched the process with a Collaborative Pitch Brainstorm to identify how their story is relevant to others. We followed up with press release development. A lot of coordination and prep happened from that point.
But, it led to THIS.
They both even shut their shop down for five hours and took off from work to make the segment happen.
The segment was fabulous. We identified ways we could have improved the segment. The frozen yogurt could have come out a little earlier to soften, we could have put out the candies two camera breaks before the segment aired, etc. Small hiccups that are learning points for future segments.
The #NBC4Midday Segment was the culmination of weeks of work and preparation TOGETHER.
There was a huge investment in the operation by The Client and The Consultant from that first Collaborative Brainstorm.
And, the work is not done.
When The Segment Ends, Content-Creation Begins.
What do I mean by that?
Here’s a very, very basic example.
Between takes, NBC Anchor Erika Gonzales stopped to snap a quick Instagram Story of the Valentine’s treat.
The Instagram Story…
Dunbri’s was tagged in the story, and they added it to their own story, and then saved that to their NBC Washington Highlights in their Instagram Highlight Reel.
So, here, in this one instance, we have several bits of content that have been rapidly created in the moment that must be captured, curated, and possibly processed in some way.
This is critical to the process, and it’s what KO Integral Marketing helps clients learn how to do.
BUT, creating and curating content takes a lot of time, right? It doesn’t have to if you know which tools and techniques to use. That’s one of my main areas of focus- to show business owners how to be efficient, consistent, and effective in their content output.
Dunbri’s took that ONE piece of ephemeral, user-generated content and, with minimal effort, transformed it into a semi-permanent piece of interesting content.
Now, we just need to find all the other interesting angles to create and share the resulting content in accordance with the Social Media Strategy we developed together. This is where the fun (and the work) begins.
(And, I’m looking forward to the deep dive into the analytics to measure the impact of this process. It’s already moving upward. 🎉)
By the time Karen, Graham, and I were done with the segment, we made it back to the cafe, downloaded all the equipment, and sat down for the best Dunbri’s French Pressed Coffee and Tomato, Onion, Grilled Cheese Sandwich any of us had ever eaten.
We were famished. The work was good.
There’s still a lot more work to do.
Oh! Here’s The Awesome NBC Washington Clip!
KO Integral Marketing offers Content Creation Training, Social Media Strategy Development, Press Release Development Training & Pitch Brainstorm Sessions to clients. Select clients are eligible for the Comprehensive Press Package described in this post. Eligibility for the package is determined after the Pitch Brainstorm Session is completed. It is offered on a limited basis.