Our clients constantly remind us that video is their most efficient and effective means of communicating their message in and out of their workplaces.
It’s ability to provide consistency in the information it delivers, the engagement factor, and online accessibility, also makes it a very cost-effective solution. But whatever your message that needs communicating, there are several things that should be considered before you embark on your next video production.
What do you want the video to achieve?
First and foremost, you should have a clear understanding of the messages that you want your video to communicate.
There are a multitude of reasons why you or your organisation may decide to produce a corporate video. It could be a new product, service or brand that needs promoting. It may be to communicate to your employees or stakeholders their value to your organisation. Or it could simply be for staff training and inductions.
It’s important to also be clear on the business objectives you want the video to meet and whether the key messages in your video will help you achieve these objectives. For example, if you’re producing a video to streamline your induction process (to save on costs and time), you’d want to think about the specific skills you want the viewers to learn, and what specific information they need to have an understanding in. If it’s for compliance, will it be ticking certain boxes?
Who is your target audience?
In addition to establishing what it is you want the video to achieve is having a clear understanding of who your target audience is.
Once it’s clear who your audience is, you can then start planning on how to engage with that audience. For example, during the script writing phase, you’ll want ensure the language used is tailored to that particular audience.
You can spend all the money in the world on paid actors and fancy editing, but if the messages in your final product don’t resonate with your target audience, it can end up being a fruitless exercise and ultimately a wasted investment.
How will the video be distributed?
Producing a corporate video 5 years ago you really only needed to think about how many DVDs copies of the final presentation you’ll need.
With the evolution of the online world, nowadays we can share and access video almost anywhere, anytime.
So how will your audience access your video? Just DVD, or will your video be accessed online, either internally on your intranet, or will it feature on your website or perhaps other video sharing websites such as Youtube or Vimeo?
For example, a 10 minute promotional DVD showcasing your finest talents, which you’ll distribute to prospects, may also feature on your website’s home page. However, a shortened, more succinct, web-friendly version could get produced at the same time.
Since there are huge scales of economy in video production, producing multiple versions of a video at the one time certainly works out more economical in the long run.
Do you have a budget in mind?
“Can you give me a ballpark figure?” is quite often one of the first questions we get asked, even before we know what we’re producing.
In fact it’s a very difficult question to answer without knowing exactly what the requirements are. This is akin to asking a builder to provide you a quote for a 4 bedroom house before the plans have been drawn up.
Whilst we can provide a rough ballpark costs with some basic information at our disposal, no two productions are ever the same.
There are many factors within the production process that can impact on pricing;
- How many days filming are required?
- Do we need to hire actors or presenters?
- What about locations?
- Are we filming on a green screen? Etcetera, etcetera
There are certainly many ways to keep costs down without necessarily effecting the quality and production value of the finished product. If budget is your number one concern, it can be a lot easier.