The need for corporate video content is going to be astounding in the next decade, so marketers, advertising agencies, videographers and production houses are putting a great deal of time into analyzing effective video production. The steps to create corporate video are easily found on the internet. For example, OMM and Skeleton Productions have helpful blogs that can help you prepare for your client’s video project. (I have posted a few links below.) Additionally, the following 5 important considerations can help you succeed.
Helpful Video Production Planning Links:
#1 Corporate Video Production Should Not Fall Solely into the Domain of The Corporate Advertising or Marketing Team
Developing a Corporate Video Production strategy is like developing a Corporate Branding Strategy. The Branding approach was refined years ago to help companies integrate all their communications efforts to maximize customer impact, drive revenue and create measurable communications goals. The theory behind branding is to commit to a set of principles and a corporate image, the impact of which can be built and measured over time and integrated across all communications platforms, such as product packaging, advertising, marketing, sales and PR. This same set of principles should be reflected in your video production strategy. Therefore, determining the direction you take with your video strategy is a company-wide decision and key players from all departments and functions should be included.
#2 Educate Cross Departmental Teams Before You Plan
The video industry is constantly evolving and most employees within a business have no experience making professional video. Nevertheless, their input is valuable to collect the right messages and stories about their company, processes, customers and products. Exposing decision makers and budget gatekeepers to the myriad of choices they have is an important part of your job, especially since corporations now have access to feature film type quality and interactive video options that they never imagined. In your planning meetings, prepare to teach the language of video, new trends in video and how to measure video outcomes to as many people in the organization as possible and as high up as possible. Use visual aids such as examples of other videos, photographs and storyboards which hit the goals which you are trying to achieve.
An effective way to help a company get on board with your direction is to relate it to something they have seen and know about in pop culture. This can help you expand production budgets by getting buy in from many parts of the organization.
# 3 Tell a Story
Traditional videos that demonstrate a product and state its features are not as memorable as those that tell a story. Every product that solves a problem has a story. A story sets a stage (or context), puts actions in motion, presents a challenge and leads to resolution. The quality of video storytelling has also improved dramatically over the past few years. Due to more affordable equipment, marketing and branding video can now have the story-telling quality of feature films so don’t hold back if the client has the budget.
# 4 Set Measurable Outcomes
Make sure your objective for each video you produce is clear and measurable. One video might not be able to meet several intended objectives so you might need several. Is your objective to build company trust? Create inbound calls? Improve email capture? Educate the consumer? The outcome should drive the content and style. Your intended outcomes should also drive your distribution decisions such as where your video will be distributed, where (geographically) your audience will be watching, how long it will be distributed; and how viewers will find the video.
# 5 Develop Industry Knowledge
There is a famous architect that designs for luxury retailers, named Peter Marino, who is known all over the world. You can find the episode on the 60 Minutes website: http://www.cbsnews.com/news/peter-marino-architect-on-living-and-dressing-out-of-the-box/
During his interview, the journalist asked why so many luxury retail brands choose his services when they know their fiercest competitors work with him as well. His answer was simple. He has done an extensive amount of work in the industry (specifically luxury retail stores) successfully. I believe that this type of specialization is what is going to happen in video production as the industry grows. The best video content providers will succeed by focusing on an industry or product and going much deeper into what impacts them. This is going to require more industry knowledge, research and analysis of the industries videographers serve. Access to increased visualization of industry and consumer data will aid in this effort.