Video Production is an Essential Marketing Tactic for Those In Business.
Video production is becoming increasingly important in the marketing mix for businesses of all sizes. In fact, in a Cisco white paper on the future of internet traffic, they say “Globally, consumer Internet video traffic will be 69 percent of all consumer Internet traffic in 2017, up from 57 percent in 2012. This percentage does not include video exchanged through peer-to-peer (P2P) file sharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be in the range of 80 to 90 percent of global consumer traffic by 2017.”
The marketer who disregards this video trend is doomed to become a dinosaur, regardless of the industry or size of company.
I recently read a fascinating book by Perry Marshall that expands on the widely known 80/20 Theory of Richard Koch. It’s focus is on the implications for sales and marketing.
Marshall’s 2013 book “80/20 Sales and Marketing: the Definitive Guide to Working Less and Making More” explores the Pareto Principle and it’s many applications throughout life in general as well as business.
In it Marshall emphasizes the “power curve” and it’s many implications. This graph, for example, shows how 80% of church donations (time and money) come from 20% of the members.
The same principle applies to the use of one’s time as a business owner, manager, or other position of responsibility. Using this curve/pattern to track important (e.g. high paying) tasks, we find that those fall to the right of the graph where all peak performances are charted.
The message is clear that people should try to operate as efficiently as possible, avoiding low value tasks.
Any good manager knows this and will offload as many chores as possible to be more productive. It’s a basic time management tool. However, the key lies not in how much to offload, but what.
Good managers and business owners don’t waste time on tasks for which they are not excellent.
From a video production perspective, the obvious point is to hire professionals to do that work. While current technology is terrifically affordable and easy to use, managers are still not the best people to do the video production work.
And yet we see it time and again in video production. Managers and business owners who would no sooner empty their own waste basket or paint the offices (or any other task of which they are capable) will try to do video.
Could it be because video production is fun?
Admittedly, we do enjoy our work. But video production, like any serious element of a marketing strategy, must be approached thoughtfully and with understanding. We have this picture of one of our video production shoots on the wall in our office:
When new clients see it, the first question is “Is that Maui?” When we answer yes, they always comment, “You got to do video production work in Maui? You are SO lucky!”
Truth be known, when we shot a video for the Napili Kai Beach Club there, it was non-stop from early morning to dusk, for 5 solid days. To quote Steve Erwin (RIP) “we were sweatin’ bullets mate!” The weather was very warm (of course, it’s Hawaii) and we needed to get shots all day while the sun was in different positions and affecting lighting. We had dozens of set-ups and tear downs to capture the many different types of rooms and facilities on he property. Despite appearances, it was not fun…
Often, a company will try doing their own video production once, and when they discover the hassles or low quality, they come to us.
This can be to fix the video production that they tried to do themselves, or because of deadlines, the next video production they do. Tough lesson learned…
We welcome the chance to put managers and business owners back in the “power curve” by taking video production off their plate. We even have a directorial-only service where we direct your video production efforts so you can have the “fun.”