Arranging a Corporate Video Production
"If you neglect to PLAN, your intend to FAIL" - Sadly, this well-worn quotation has become the epitaph for several videos project that fell pitifully in short supply of the expectations raised before work commenced.
The possible lack of proper organising a corporate video production is pretty like triggering over a 100 mile journey with an unknown destination, in a vehicle using a near-empty petrol tank, no Sat-Nav or road map, 2 bald tyres with no roadside cover. You're literally ASKING to perform into problems!
... Yes I know you might demand help on your cellphone, however, you get my point, right?
So, here are the subsequent preparation essentials:
OBJECTIVES:: Purpose and Message
The first question ought to be "What exactly do we want this video to realize?" What exactly is its purpose, what is the message you want to communicate?...
and above all... WHO is our target audience?
A company video should be a robust business tool that communicates clearly with your market, raises brand awareness, or helps to increase sales revenue.
You have to have a superior objective. Otherwise, then this impact of your video production may very well be blunted. So, "Maybe now it's time we had a brand new video" is NOT goal. Yes, that old video may be dated or even embarrassing, but merely replacing old for new isn't likely to dazzle your web visitors or inspire the workers.
There are lots of tales of woe about videos which have left the viewer wondering what message will be conveyed, due to an ill-conceived and poorly structured storyline.
By designing a list of the main points you want to get across. Then develop some detail for each and every with the main points. Obtain some input from employees and stakeholders. Your video producer should also be capable to add valuable input, providing you choose a skilled professional.
YOUR Target market :: Whom do you think you're addressing?
Ensure you consider every one of the cultures you will end up addressing in your video. Is your message directed at a particular age bracket? Is your audience global, or local? Will you be needing subtitles, or even different language versions? And above all, give me an idea your audience to emerge from your video?
The suggestions above considerations will assist you to choose the communication design of your production, along with the personalities who will can be found in it, such as a presenter along with other supporting cast.
Production Style:: TV-commercial? News report? Documentary?
There are numerous approaches to tell a story. And that's what exactly your video production is - a tale.
It should be sufficiently well structured to accept the viewer by having a sequence of knowledge, in similarly that the book is written, or perhaps a feature film is produced. It must have a very beginning or opening sequence that will get the viewer's attention and leads them deeper into the story (middle), with an ending sequence or conclusion. If your video necessitates some kind of response out of your audience, as with an item promotion, then you should possess a clear 'call-to-action' sequence at the end.
So, structure is essential. But what regarding the actual kind of your production? Unless your video is simply the recording of the event like a conference, in which the structure and style is usually dependant on the event itself, you might want to take into account the various options for presenting, or packaging your message. What production style would best satisfy your organization, your product you're your audience?
Consumer audiences have become modern-day. People seldom react to the type of blatant, in-your-face sales pitch observed in TV commercials of 15+ years ago, nevertheless, you dress it.
Nowadays, an even more subtle approach can often be necessary. As mentioned before, people now want to be "edutained". They need to learn and educated about something, within an entertaining way.
Now I'm not suggesting we find out the stripy blazers and straw boaters and perform song & dance act, or use a fake opera singer to annoy people into comparing various products. Although amazingly, many of these styles do actually get results!
Creative video producers today may offer many different and successful production styles. So, whilst a normal Three to four minute programme might be designed by a specialist TV presenter and feature shots of your respective products, include staff interviews and customer testimonials, the video might really be stated in a news-report or documentary style, which comes across as impartial, instead of a thinly disguised sales hype. Ideal if you wish to announce a fantastic new service range, or highlight some great benefits of marketing, with the eyes of one's customers. Remember, people prefer to BUY. They seldom enjoy being SOLD to.
Your video producer should possess the necessary knowledge and skills to give you advice regarding the style, flow and pace of the production, within the planning, or "pre-production" stage. However, you know your organization, product and customers superior to anyone, and it is YOUR video, so you have to have the last say.
Content:: What should be included?
Most productions will demand additional happy to keep the video intriquing, notable and informative. A simple "talking head" most likely to keep your viewer's attention for days on end. So, if the programme includes "cut-away" shots of static images for example photos and diagrams, along with other related footage, you'll stand a far greater possibility of holding your audience up until the end in the video and secure that all-important direct response.
Your video producer will appreciate receiving high-resolution digital pictures of your organization logos, products and people to incorporate on the post-production stage. If you're able to have these ready upfront, it may help in order that your production isn't delayed later on along the way.
You may also already have recorded audio, video and even legacy film you want to feature, specially if your programme contains historic content. Just be sure you discuss this requirement with your video producer on the pre-production planning meeting, to ensure your media might be successfully converted.
Shooting Locations:: Your small business premises or in a studio?
Whilst most corporate videos are shot in the company's premises, solutions when external locations certainly are a necessary a part of a production. Let us check the four most frequent locations:
1. Your own business premises is in no way decreasing range of location. You might have everything to hand - your offices, showrooms, or manufacturing facility are accessible and often provide the perfect backdrop and environment to accomplish a lot of the filming. There is also quick access in your products plus your people - when you find some willing participants - but much more about that later.
Be sure to look for a suitably quiet room for shooting interviews or presentations. Nothing is more distracting than wanting to film on a noisy office, or a room adjoining the factory!
Also, don't forget that the video producer might require entry to nearby electrical sockets for powering cameras, lights and other equipment. A web site survey are usually necesary prior to filming.
2. Your customers' premises is frequently the best choice for testimonials - particularly when they have got your products or services presented, or equipment given by your business in situ. Do discuss this using your clients far ahead of time, in order that they are very prepared, determine what they will say and have appropriate facilities arranged.
3. Public facilities often require permission in the Local Authority. Your video producer are fully aware of who to approach and should manage to reach a mutually agreeable arrangement with all the Authority, without incurring special license fees. There can sometimes be exceptions to this rule, for example in most parts of london, uk, where tight control of filming is operated.
4. A studio - fully built with lighting and sound recording, various backdrops, and a chroma key setup may be recommended from your producer. Here is the perfect situation for shooting corporate pieces to camera, interviews and presentations. A presenter could be filmed before an environmentally friendly screen, allowing alternative background imagery to get added. Most video production companies either their very own studios, and have entry to studio facilities in the event the need arises.
Talent:: Your staff or possibly a professional presenter?
Filming your workers carrying out their normal daily duties, operating some equipment or assisting a person is a thing. However the subject of who to appoint as a presenter or spokesperson always induces a wry smile from me. We have witnessed numerous times when an enthusiastic employee, who might be quite accustomed to doing the odd presentation, fluffs his lines to the twenty-seventh time, amid fits of laughter or deep frustration.
There is a vast distinction between presenting your small business and product with a group of seminar delegates, and addressing an invisible audience which has a camera pointing towards you. It's surprising how most, otherwise supremely confident people, create a stutter, or memory-loss, when beneath the pressure to be filmed.
So, if you don't have a very confident and experienced employee who is accustomed to presenting to camera, its advisable to allow an experienced presenter - except, the speaking parts are short & sweet, or perhaps cases when what it's all about must range from CEO.
Appointing professional talent, whether it's a presenter, actor or voice over artist is better discussed together with your video producer, who needs to have entry to your best option of freelance professionals.
PERMISSIONS:: Don't get trapped!
If you are going to commission an experienced video production, you want to successfully obtain written permission coming from all concerned, to work with the captured footage (but still images) of individuals and places, in addition to any intellectual property such as logo's that the company will not own.
This important factor is often overlooked by individuals who are not familiar with professional video production and proper means of safeguarding against potential issues down the road. Today, everyone has more civil rights in comparison with employed to as well as the very last thing you may need can be a disgruntled former-employee threatening court action unless you remove his part within the video.
Such incidents can incur unwanted delays, in addition to additional costs, if you have to re-shoot a scene, or maybe a long time of re-editing are essential.
Your video producer should be able to furnish you with correctly worded "Release" forms for locations the ones appearing with your video.
Developing a Script:: Would it be really necessary?
You should have gathered at this point, that creating an expert quality video is not achieved simply by pointing a video camera and pressing the button. You will get any keen amateur to achieve that.
Maybe you have seen TV commercials where they've spent thousands and thousands of pounds on the visually spectacular production, however the message is lost from the ether because of weak script. This basically means that a considerable amount of money may be flushed along the pan because somebody didn't bother to script the programme - and instead got overly enthusiastic with the euphoria of creating exciting visuals.
However, you will possess seen low-budget adverts in the news which has a powerful message fluently communicated, but the visuals are incredibly basic. Mission accomplished!
Should there be such a thing as "the perfect script", it's one where your target audience is watching and listening at the start, as you have engaged their attention. Then your smooth flow of the message carries them along, still watching and listening, directly to the finish.
Certain productions may also demand a storyboard. Storyboarding is often a separate process that puts the proposed visuals in the script. It ought to be something everyone can understand and can include small details such as in places you may need captions and graphics, into a full pictorial set of shots and footage required. It can be simple, or quite complex, dependant on the kind and duration of your production.
Make no mistake. The script will be the greatest a part of any corporate video. You can start by drafting a basic outline of the ideas and after that take a moment along with your video producer and creatively brainstorm what the script should be. Your video producer should then be capable of come back using a fully documented script that actually makes your programme be right for you - as well as your audience.
When you've approved the script, it is time to go to the next stage. One last discussion involving both sides should take place ahead of shooting. You ought to walk throughout the proposed filming locations to make sure that it is all totally set up, including adequate 13-amp energy will likely be required for lighting as well as other equipment. Finances for it for access, parking and safety, along with making sure that all persons involved are very informed about location they'll be needed.
Timescales:: By the due date, on schedule and so on budget!
It is critical to have realistic timescales if you want a truly professional result. Allow enough time for planning and making arrangements wonderful parties concerned. Remember to allow for holidays and also the availability of people away from your small business.
Check into whether you'll find any planned road works or construction are employed in the vicinity of the proposed filming places where might hinder your deadline.
It's worth mentioning that men and women who're unfamiliar with professional video production often underestimate the amount of time essential for the post-production stage. More about the editing process later, for now, do bear in mind that plenty of work should be completed, even before a "rough-cut" is in a position for your inspection.
The bottom line - The inconvenience and potential extra cost of re-shoots and other editing may be avoided in case you allow the required time for all your portions of your production to be finished with proper care about detail. There is absolutely no require to suffer the results in the proverbial "rush job".
Budgeting:: Cost versus value
By identifying the requirement to produce a professional video, you've got already reached the starting point. The primary questions that most clients ask is "How much can it cost?" For that corporate video producer, this is the difficult question to resolve until some proper consultation has taken place.
Video is a creative medium, and thus you will have other ways and way of making a successful programme. Each video production company could have their unique ideas of precisely how this can be accomplished, which in turn can result in another proposal and value.
The overall cost to generate a video may vary considerably between one video producer and another.
But so can the caliber of the outcome!
As with nearly every purchasing decision, you'll get everything you buy.
A truly professional video production however, should not be seen as an amount, but because a smart investment. Therefore, as an alternative to simply asking for an expense (particularly before a full consultation has gotten place) it's better to consider that of a well-rehearsed and professionally executed production could be WORTH to your business.
If your outcome generates more opportunities for the company when it comes to new clients and sales, then a value for your dollar should far outweigh the money paid in your video producer, to acquire work well done.