Planning A Corporate Video Production
“If you are not able to PLAN, your want to FAIL” — Sadly, this well-worn quotation has become the epitaph for many videos project that fell pitifully less than the expectations raised before work commenced.
The absence of proper planning for a corporate video production is quite like triggering over a 100 mile journey with an unknown destination, automobile using a near-empty petrol tank, no Sat-Nav or road map, 2 bald tyres no roadside cover. You’re literally ASKING to run into problems!
… Yes I realize you might require assistance on your mobile phone, but you get my point, right?
So, here are the next preparation essentials:
OBJECTIVES:: Purpose and Message
The most important question must be “What exactly should we want this video to accomplish?” Precisely what is its purpose, what’s the message we would like to communicate?…
and more importantly… Who’s our audience?
A corporate video needs to be an effective business tool that communicates clearly with your target audience, raises brand awareness, or allows you increase sales revenue.
You have to have a really clear objective. Or even, then this impact of your respective video production might be blunted. So, “Maybe it’s high time we’d a fresh video” just isn’t an objective. Yes, the old video is probably dated or perhaps embarrassing, but replacing old for first time is not likely to dazzle your web visitors or inspire your workers.
There are several tales of woe about videos that have left the viewer wondering what message has been conveyed, as a result of an ill-conceived and poorly structured storyline.
By developing a list of the details you would like to get across. Then develop some detail for each of the aspects. Obtain some input from employees and stakeholders. Your video producer should also be capable of add valuable input, if you pick a skilled professional.
YOUR Target market :: Whom have you been addressing?
Be sure to consider all of the cultures you may be addressing inside your video. Can be your message geared towards a particular age group? Is your audience global, or local? How about subtitles, and even different language versions? And even more importantly, give me an idea your audience to get away from your video?
All of the above considerations will help you to choose the communication kind of your production, along with the personalities who will appear in it, like a presenter along with other supporting cast.
Production Style:: TV-commercial? News report? Documentary?
There are numerous ways to tell an account. And that is just what your video production is — a story.
It should be sufficiently well structured to accept the viewer by having a sequence of information, in exactly the same way that the book is written, or even a feature film is made. It will possess a 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 the video requires some sort of response from the audience, as in an item promotion, then you need to have a clear ‘call-to-action’ sequence at the conclusion.
So, structure is vital. What concerning the actual style of your production? Unless your video is just the recording associated with an event like a conference, in which the structure and type is frequently driven by the teambuilding, you may want to consider the various choices for presenting, or packaging your message. What production style would best satisfy your organization, your product or service you’re your target audience?
Consumer audiences are getting to be more sophisticated. People seldom answer the level of blatant, in-your-face sales page noticed in TV commercials of 15+ years back, however, you dress up.
Nowadays, an even more subtle approach can often be called for. As previously mentioned, people would now like to be “edutained”. They want to learn and educated about something, within an entertaining way.
I am just not suggesting that people seek out the stripy blazers and straw boaters and perform song & dance act, or utilize a fake opera singer to annoy people into comparing various products. Although amazingly, some of these styles do actually get results!
Creative video producers today can provide numerous and highly effective production styles. So, whilst an average Three or four minute programme might be introduced by an experienced TV presenter and have shots of the products, include staff interviews and customer testimonials, the video might really be manufactured in a news-report or documentary style, that will come across as impartial, instead of a thinly disguised sales page. Ideal in order to announce a fantastic new service range, or highlight the main advantages of your merchandise, from the eyes of one’s customers. Remember, people want to BUY. They seldom enjoy being SOLD to.
Your video producer should develop the necessary knowledge and skills to give you advice concerning the style, flow and pace of the production, included in the planning, or “pre-production” stage. However, you know your company, product and customers a lot better than anyone, and it’s really YOUR video, and that means you should have the final say.
Content:: What must be included?
Most productions will require additional content to maintain your video intriguing, notable and informative. A simple “talking head” is unlikely to keep your viewer’s attention for very long. So, in the event the programme includes “cut-away” shots of static images including photos and diagrams, and also other related footage, you may stand a much better chance of holding your audience till the end in the video and secure that all-important direct response.
Your video producer will appreciate receiving high-resolution digital pictures of your company logos, products the ones to include on the post-production stage. If you’re able to have these ready ahead of time, it can help in order that your production is not delayed later on in the operation.
It’s also possible to have previously recorded audio, video and even legacy film that you would like to add, especially if your programme contains historic content. Make certain you discuss this requirement along with your video producer in the pre-production planning meeting, in order that your media might be successfully converted.
Shooting Locations:: Your company premises or perhaps in a studio?
Whilst most corporate videos are shot on the company’s premises, there are occasions when external locations are a necessary portion of a production. Let us check the four most popular locations:
1. Your individual business premises is in no way decreasing collection of location. You might have something to hand — your offices, showrooms, or manufacturing unit are typical accessible and often supply the most ideal backdrop and environment where you can carry out the majority of the filming. You might also need easy accessibility on your products as well as your people — when you have some willing participants — but a little more about that later.
Make sure you locate a suitably quiet room for shooting interviews or presentations. You’ll find nothing more distracting than trying to film in the corner of a loud office, or possibly a room adjoining the factory!
Also, remember that the video producer might require access to nearby electrical sockets for powering cameras, lights and also other equipment. A site survey may be required before filming.
2. Your customers’ premises can often be the best choice for testimonials — particularly if they’ve got your merchandise on show, or equipment offered by your small business in situ. Do discuss this using your clients well ahead of time, so they are prepared, understand what they are going to say and also have appropriate facilities arranged.
3. Public venues often require permission through the Local Authority. Your video producer are fully aware of who to approach and should have the ability to reach a mutually agreeable arrangement using the Authority, without incurring special license fees. There can sometimes be exceptions to the rule, including in some elements of central London, where tight control of filming is operated.
4. A studio — fully furnished with lighting and sound recording, various backdrops, plus a chroma key setup could possibly be recommended from your producer. Here is the perfect situation for shooting corporate pieces to camera, interviews and presentations. A presenter could be filmed facing an eco-friendly screen, allowing alternative background imagery to become added. Most video production companies either their very own studios, and have usage of studio facilities if the need arises.
Talent:: Your workers or possibly a professional presenter?
Filming your team carrying out their normal daily duties, operating some equipment or assisting a client is something. But the subject of who to appoint as a presenter or spokesperson always induces a wry smile from me. I have witnessed numerous times when a passionate employee, who seems to be quite utilized to doing the odd presentation, fluffs his lines to the twenty-seventh time, amid fits of laughter or deep frustration.
There’s a vast contrast between presenting your organization and product to a band of seminar delegates, and addressing a hidden audience with a camera pointing towards you. It’s surprising how most, otherwise supremely confident people, produce a stutter, or memory-loss, when beneath the pressure for being filmed.
So, until you have a confident and experienced staff member that’s utilized to presenting to camera, its far better to hand it over to an experienced presenter — until, the speaking parts are short & sweet, or perhaps in instances when the material must come from the CEO.
Appointing professional talent, it could be a presenter, actor or voice-over artist is the most suitable discussed using your video producer, who must have entry to a great choice of freelance professionals.
PERMISSIONS:: Don’t get trapped!
If you’re gonna commission an experienced video production, you desperately want to successfully obtain written permission coming from all concerned, to utilize the captured footage (and still images) of individuals and places, as well as any intellectual property like logo’s your company doesn’t own.
This important factor is frequently overlooked by individuals who’re new to professional video production and fix process of safeguarding against potential issues in the foreseeable future. These days, people have more civil rights compared to what they used to and the last item you need can be a disgruntled former-employee threatening a lawsuit until you remove his part inside the video.
Such incidents can incur unwanted delays, along with additional costs, if you should re-shoot a scene, or if perhaps several hours of re-editing are essential.
Your video producer are able to furnish you with correctly worded “Release” forms for locations and people appearing inside your video.
Making a Script:: Is it really necessary?
You will have gathered chances are, that making a specialist quality video isn’t achieved merely by pointing a camera and pressing the button. You may get any keen amateur to do that.
Maybe you have seen TV commercials where they’ve spent thousands and thousands of pounds on a visually spectacular production, though the message is lost inside the ether because of a weak script. This basically implies that a great deal of money has been flushed along the pan because somebody didn’t bother to script the programme — and instead got carried away by the euphoria of producing exciting visuals.
Conversely, you’ll have seen low-budget adverts in the news using a powerful message fluently communicated, nevertheless the visuals are extremely basic. Mission accomplished!
When there’s such a thing as “the perfect script”, it’s one where your audience is watching and listening at the beginning, as you have engaged their attention. Then this smooth flow from the message carries them along, still watching and listening, right to the finish.
Certain productions could also need a storyboard. Storyboarding is a separate process that puts the proposed visuals to the script. It needs to be something that both parties can understand and include small details for example that you might need captions and graphics, with a full pictorial report on shots and footage required. It may be simple, or quite complex, depending upon the kind of and amount of your production.
Make no mistake. The script is the single most important a part of any corporate video. You can start by drafting a basic outline of one’s ideas then take a seat together with your video producer and creatively brainstorm what the script should be. Your video producer should then be able to keep coming back having a fully documented script that basically makes your programme work for you — as well as your audience.
When you have approved the script, you need to check out the subsequent stage. A last discussion involving both parties should happen just before shooting. You should walk throughout the proposed filming locations to make sure that things are set up, including adequate 13-amp power that will be essential for lighting and also other equipment. Make arrangements for access, parking and safety, and also ensuring that all persons involved are well informed about when and where are going to needed.
Timescales:: Promptly, on schedule as well as on budget!
It’s important to have realistic timescales if you need a truly professional result. Allow enough here we are at planning and making arrangements with all of parties concerned. Make sure you enable holidays and also the option of people outside your organization.
Check up on whether there are any planned road works or construction operate in the vicinity of one’s proposed filming locations that could potentially restrict your deadline.
It’s worth mentioning that individuals who are not familiar with professional video production often underestimate the amount of time essential for the post-production stage. More on the editing process later, fo the time being, do be aware that plenty of work should be completed, and before a “rough-cut” is in a position for your inspection.
The bottom line — The inconvenience and potential expense of re-shoots and further editing may be avoided in case you allow time for all your components of your production being carried out with proper care about detail. There is no must have to suffer the outcomes with the proverbial “rush job”.
Budgeting:: Cost versus value
By identifying the call to make a professional video, you’ve already reached the starting point. One of the first questions that a lot of clients ask is “How much does it cost?” For that corporate video producer, it is a difficult question to respond to until some proper consultation has gotten place.
Video can be a creative medium, and so there will be various ways and method of creating a successful programme. Each video production company will have their particular ideas of precisely how accomplished, which often can result in some other proposal and value.
The all inclusive costs to produce a video may vary considerably between one video producer and another.
But so can the standard of the result!
Much like just about any purchasing decision, you will get that which you pay for.
A totally professional video production however, shouldn’t be considered an expense, speculate an INVESTMENT. Therefore, as an alternative to simply getting a price (particularly before a full consultation has brought place) it’s easier to consider such a carefully planned and professionally executed production might be WORTH for your business.
If your result generates more opportunities to your company when it comes to clients and purchasers, then a bang for your buck should far outweigh the money paid for your video producer, so they could earn a career well done.