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.
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.