8 ways to doom your corporate video production – Mistake 4

MISTAKE 4.  TAKE THE ATTITUDE THAT “IT’S JUST A CORPORATE VIDEO”

Let’s face facts: your audience is comprised of sophisticated television and media viewers.  According to Nielsen Research, as of 2006, the average American watched 4 hours and 35 minutes of TV each day.

corporate video

 

With your viewers constantly bombarded with video images, they are quite jaded to “ordinary” video.  They are sophisticated consumers of the media, so do not think that they will excuse shoddy production values if you want to deliver an effective message.

The obvious implication is that THE MORE IMPORTANT THE IDEA YOU WISH TO COMMUNICATE, THE GREATER THE REASON TO HAVE YOUR CORPORATE VIDEO PROFESSIONALLY PRODUCED.

If it’s worth doing, it’s worth doing well.

I will be the first to admit that there are projects that are exceptions to the “it’s only corporate video” rule.  For example, if you are just recording a technical seminar or other “mind dump” for future new hires or people that are out of town, then by all means set up the camcorder in the back of the room and let it run.  But even if that is the case, please be sure that you use a good microphone located close to the speaker(s). Cameras microphones do not cut it even for a low-budget corporate video if accurate recording of information is important.

More on that in a future blog post.

 

8 ways to doom your corporate video production – Mistake 3

MISTAKE 3.  JUST ASSUME THAT VIDEO OR MULTIMEDIA IS THE SOLUTION TO YOUR PROBLEM

Corporate video production and multimedia are not the solution to all problems of communications, training, sales, etc. So that is why it is so important to understand the answers to mistakes #1 and #2 in my previous blog posts. 

In the area of sales and marketing, video and multimedia can be an important strategic component in the mix.  In other areas, such a skills training, a video presentation might be just the ticket to be able to demonstrate proper technique to newly hired or promoted people.

In general, corporate video production and multimedia projects are best used where showing the product, service or process is advised.  In sales and marketing, a particularly effective use is to show products in use that are impractical to bring to the prospective client for a demonstration.  Over the years, we have done programs showing hotels, large assembly line robots, clean room processes, exercise programs, and many other areas where a demonstration in an office of the product or service is just not practical.

In areas involving interpersonal skills, such as management training, corporate video productions might also be a part of the solution.  Establishing the groundwork in an area could be an excellent use of video, especially if there will be many employees over time who require this training.  But for smaller groups, or for brief periods of time, role playing and other techniques could be warranted, whereas video and multimedia would not.

 

8 ways to doom your corporate video production – Mistake 2

MISTAKE 2. DON’T PRE-DETERMINE THE OBJECTIVE OF YOUR VIDEO PRODUCTION

This goes hand-in-hand with my post from January 2nd. In addition to knowing who your video production ise talking to, you need to know what you want them to do or feel after the program has been delivered.

Whenever possible, the video production objective should be quantifiable. It is certainly easier to measure results in the area of training. As any good training professional knows, pre- and post-training assessment tests can quantify the results of any training program, including video productions.

It’s similar to the field of MBO or Management by Objectives. Being measurable is the key.

target marketSimilarly, for sales and marketing or communications, detailed testing and statistics can be gathered about project awareness and attitudes before and after the presentation of the overall program package. But each of those probably aren’t the real desired results – the true goal is pumping up the sales figures.

As in training, it is desirable to measure the effectiveness the sales or communications program has in meeting the stated goals.

There is a problem, however. Measurement of the specific impact of the video production or multimedia program is difficult, as the production is typically not used in isolation. Instead the video production is usually only one part of a package of other material delivered in conjunction with the video or multimedia program.

Ideally, we would like to emulate large consumer companies, where extensive market research provides detailed analysis of specific advertising and promotional techniques. They can isolate the effects of individual components of an overall brand marketing strategy, for example. But this requires an extensive historical background and a very large sample size to help isolate variables and establish causal relationships.

However, this is more problematic in the business-to-business world.

B to B companies rarely have the historical data to statistically isolate the cause and effect relationships of individual marketing components, including a video production. This is compounded because a new product or service introduction is often where we see the merger of these packages of video, trade show booth, collateral and trade publication advertising. This renders historical comparisons largely irrelevant.

The opportunity to measure program effectiveness is not impossible, however. Anecdotal evidence can be gathered from clients as to what portions of the total package made the biggest impact. This can even be formally quantified through the use of surveys. Mix in a good portion of industry experience and common sense, and the sales or marketing exec can often get a pretty good feel for the impact of the video or multimedia portion of the campaign, as well as the other individual components.

 

8 ways to doom your corporate video production – Mistake 1

MISTAKE 1. DON‘T BOTHER TO IDENTIFY THE AUDIENCE FOR YOUR VIDEO PRODUCTION (OR TO CONSTANTLY KEEP IT IN MIND)

video production audienceVideo productions, like any kind of communications program, has certain principles that must be followed. This is the first and foremost rule: know your audience. It is universally recognized as fundamental to creating an effective program. Yet it is amazing how often it gets violated. This rule is certainly not unique to video or multimedia programming. In all forms of audio and visual communication, it is imperative to develop a precise definition of the target audience – and remember it.

Market research firms and departments spend billions of dollars annually to determine who will receive a message so that proper product placement, advertising and promotions can be done. And it can be money well spent.

Yet we often see companies approaching their video productions with a “Ready, Fire, Aim” approach. They use a shotgun when a rifle is called for. They try to appeal to several audiences with the hope that the program will serve multiple purposes. Remember, when you try to appeal to everybody, you appeal to nobody.

While the same basic video production can sometimes be used for different audiences, it is recommended that different variations or versions be developed for those different groups. It’s a simple matter to re-edit or re-narrate portions of a video production. However, efficiency demands that this is planned from the beginning of the project.

So remember to plan the project with your audience in mind.

Know what their level of expertise or experience is with the topic. This will avoid the problem of shooting too low (e.g. wasting their time showing or telling them something they know) or too high (losing them because you assume a level of expertise they haven’t yet attained).