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.
Similarly, 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.