Sound Advice

Avoid the #1 mistake of multi-media production: Getting the right results for your company's promotional video. The #1 pitfall of company video production is a time hog, and that costs you unnecessary dollars. What is this all-too-common mistake? It is, quite simply, being unprepared when you hire a video production company. 

Knowing what you need to do in advance will save you hundreds, even thousands of dollars in revision time. As a video engineer, I find all too often that a client comes to me with a request to design a promotional video for their company without having a solid concept or storyboard for me to work from. I'm asked to put together some ideas for review, which is in itself a complete project. From that initial video, the client then begins to develop ideas for what they actually want to see in their final product. At least one more conceptual video gets created before a final decision is made on what is going to be the finished video. 

It's not too difficult to see then, that this client is ultimately paying for the production of at least three videos to get the one they want ... not a very cost-effective or efficient process. 

How can you avoid this? Before you choose and hire a video production team, take the time to thoroughly plan out your project. Here are some steps to follow: 

1. Determine who your target audience will be. As a business owner, this should be easy for you. You know your product or service, and who it appeals to. 

2. Do some research. Get with your marketing consultant to evaluate your company's image and how it should be presented to your target market. What colors best reflect the personality of your company? What genre of music appeals to the broadest spectrum of your market? What pace should your video follow, based on the lifestyle of your market? How much time can you expect your business prospects to invest in watching your video? Be very specific in your notes. They will help you determine the look and feel of your video project. 

3. Determine the specific purpose for your video. It's not enough to say it's a "promotional" piece. Is it intended for prospects who want to know more details about your product or service? Is it a demonstration of your product in action? Is it a "teaser" intended to get your prospects to call? Is it an overview of your company, explaining who you are, your mission, vision, and offerings? In short, you need to have a defined purpose for your video before it can be created to accomplish anything. The more specific you can be, the better your planning and preparations will be. 

4. Create a storyboard for your video. This means a detailed timeline for what you want to happen ... what, when, how, and for how long. Include a script for any dialog you want inserted. Also include any specific images or media that you want to appear (for your timeline, thumbnails are fine to represent you needs). 

If background music is to be used, include when and where you want it to be heard, as well as where you DON'T want it to be heard. Also include sample swatches of specific colors for background, text, and any other graphics that will need to be created by the video team. 

If creating a DVD, don't forget to include a Menu layout in your storyboard, if needed. The menu is the means by which your viewers will navigate your DVD. What sections do you want them to access individually, and what labels do you want attached to them? Do you want menu buttons to be video thumbnails or still images? Again, be very specific. 

5. Collect all media that is to be included in your video. This should include company logo artwork, any existing video footage to be used, any specific music you want to insert (keeping copyright laws in mind), and all artwork and/or photos that are to be used. Ask for the preferred formats and convert your files, if possible. Always ask for other acceptable formats in the event you're unable to convert to preferred. Put them all on a CD or DVD as data and have it ready to hand off to your production team. Having all of this ready in advance will save an immense amount of time (and therefore MONEY), since the media needed is already supplied, and in the correct format to be used. 

6. Get a copy of your storyboard to your video production team, give them time to review it, and then meet with them in person to go over it. Discuss background images, colors, and any media they will be supplying. Ask to see samples, if possible, to make sure they are in line with your expectations. Trust me, this will save you from finding out later that their idea of sky blue and fluffy clouds is not quite the same as yours. 

7. Getting the best bottom line. When all is agreed, and you feel confident in your choice of production team, you can then negotiate a fixed project fee with confidence, knowing that they have a very defined project to work on. If it takes them longer than expected, it's their responsibility to complete the work as agreed. However, if you make changes during the process, expect to have additional charges. 

8. Try to establish a deadline that's reasonable. Realize that engineers often run behind schedule for one reason or another, so allow yourself an additional pad. But don't be afraid to hold them to their agreement ... remember, your time is valuable as well. 

9. Write them a deposit check (50% of the total project fee is standard), and give them your media CD or DVD to begin work. 

10. Last but not least ... ask them to preview some preliminary work early on in the project. Better to realize sooner than later that you're not on the same page. You'll both feel more confident. Congratulations!!! With a little planning and effort upfront, you're on your way to a video production that will be exactly what you hoped for, and cost-effective to boot!

Questions? Comments? Email to scott@meadiaproductions.com