The strength of video cannot be denied.

It can be used as a tool for fundraising. Getting funds to construct new churches, bringing endowments to foundations, increasing awareness to the needs of not-for-profits…these are all areas where video succeeds through the power of emotion.

Yes, the power of emotion.

Video brings the mere spectator closer into the life of a person in need. How? Because the lens of the camera tells all. It doesn’t blink. It captures the hunger of a child’s eyes, it penetrates the soul of a man pierced with an addiction, it encapsulates the spirit of a pastor who wants to build a bigger church. Dramatic imagery, poignant moments captured in testimonials, and music that stirs the heart, are all forces that move people to action. Positive action. Action to bring upon change; change that betters communities.

All through the use of one simple medium…video.

We all watch how we spend money. Especially corporations. It only makes good business sense. Right?

When production agencies receive a call to produce a video, inevitably the question of cost comes up. “We would like a 6 minute instructional video produced for our company. We want to train our employees to some new sales techniques we’re implementing…how much would something like that cost?”

That’s where the questions begin, and the real dialogue starts.

There are some companies that have ready made answers that often revolve around price per minute, but to be frank…those formulas often aren’t very accurate. As a result, they aren’t fair to you. Case in point: Picture a video with a sales trainer delivering an entire 6 minute presentation on camera where they talk about the new techniques the company is instituting. The presentation is reinforced with some graphics that highlight some of the points the speaker is making. Now, picture a 6 minute video where the sales trainer introduces the topic of new sales techniques but instead of that person being on camera the whole time we see training scenarios where the new techniques are being demonstrated versus the old way. Two 6 minute videos, but altogether different…hence, different budgets.

In order to best serve a client, a good production company needs to paint a thorough picture of the services that they can provide. They need to show alternative ways to produce the video their client needs. In doing so they will find the budget that best suits that client as well.

Marketing your company takes time and energy. It’s an investment. Attending tradeshows, participating in networking events, joining online business communities…the options are endless. It just depends on what strategy your business decides to employ. But the best “strategy” shouldn’t be a strategy at all…it should come natural, it should be at the very fiber of your company’s existence, it should be part of your DNA. It’s called being “clientcentric.” Everything today needs to be centered around the client. Giving the best experience, providing the best service, enabling your client to succeed through the product you provide….that’s what enables successful companies to retain their clientele…and attract more business.

Delivering compelling media is just one part of the equation. What ideas do you have that might push that project to another level? How can your company provide the biggest bang for your client’s buck? What partnerships can you draw on that might be an asset to your client? Have you looked at every layer, every crevice, and determined you’ve done every thing possible as a company for your client? What did you learn from this project that you can apply next time?

Being clientcentric makes you more aware of your clients needs. Being clientcentric brings more value to your brand, and in the end is the greatest investment you can make to your company.

Sometimes some shoots don’t go like clockwork. Before we go any further with this…just try to say “Sometimes some shoots” about 5 times real quick. Bet you can’t do it! We’ll just wait right here while you try. Cue the Jeopardy music. Hmmm…told you it was tough, alright then…where were we? Ahhh yes, challenging shoots.

In a perfect world, the weather holds up for your outdoor shoot; your talent is on top of their game and knows all their lines: backwards, forwards, and even in Lithuanian; your equipment performs flawlessly; none of your crew members car’s malfunctioned on the way to the shoot, and your client has all their ducks in a row. Most of the time, this is the norm. This is how your company came by the reputation that it strived to achieve. But sometimes, not everything goes right…what happens then?

In cases like that it’s best to keep a calm demeanor. True, it’s not always easy…we’re only human after all! It’s important to be honest with your client and be straightforward about the challenges that can arise. If this is a client that you have worked with before in the past and developed a strong relationship with, chances are they’ll understand and be more forgiving than a client that you’re working with for the first time. However, working through challenges and thinking on your feet to find solutions will show that first-time client that you’re the right group for their project.

In the most challenging of instances where a shoot needs to be re-scheduled because of an oversight on your part, your most valuable asset is your integrity to the client. Showing a client that you’re willing to sacrifice short-term profit for their best interest, and the project’s best interest will go a long way in developing a long-term relationship.

Ok…so the big shoot for your corporate video is going to be happening next week, and you are one of the participants that will be on camera. Here’s a few quick guidelines to be aware of.

Cardinal Rule #1 – Don’t Wear White. White shirts worn by men and women aren’t kind to broadcast cameras. In situations where there may be low light this problem is exaggerated even more. When iris controls need to be “opened up” to increase the luminance levels on a person’s flesh tone, that white shirt that is being worn is liable to “bloom’ or be very “hot”. In layman’s terms…it won’t look flattering. White is a good color to stay away from.

Cardinal Rule #2 – No Tight Patterns or Stripes. Intricate designs are hard for a camera to pick up. To the viewer watching, these stripes will appear to dance around, causing an optical illusion called a moiré effect.

Some good things to wear are solid muted colors. Simple clothing is always the best. Women should stay away from large or “noisy” jewelry. The jangling can be very distracting. If you wear eyeglasses, try to avoid shiny frames. The reflection of the lights used in the production can be troublesome with those particuliar glasses.

If you’re being interviewed it’s best not to sit in a swivel chair. People on camera have a tendency to have a lot of nervous energy, so you want to try to keep from swaying and just stay focused on the camera. Use good posture, and be confident. The most important thing to remember is to be yourself.

Competition these days is fierce. We all know it. In the workplace it’s no different. Retaining your best talent is getting harder and harder. More and more companies like Google are turning to recruitment videos to not only tout their offerings but also to showcase a willingness to think outside the box in terms of attracting new employees. Using a social networking site like Youtube to “broadcast” the vacancies a company may have makes perfect sense because of the sheer numbers of the Youtube viewing audience.

So what should your company concentrate on in producing it’s recruitment video?

Well, the size of your company and the openings that you’re trying to fill have a great deal to do in determining that…but the best strategy for a recruitment video should center on one important factor.

What makes your company tick?

A recruitment video shouldn’t only focus on what the company is looking for, but it should also reveal the personality of the company at hand. This is important to prospective employees and will go a long way in developing relationships that are the “right fit”. A recruitment video needs to capture the essence of what makes that company special in it’s own right. This can be done in a couple of different methods: taping interviews with employees both on a senior level as well as an entry level, taking a documentary approach and showcasing a day in the life at ACME company.

Another thing to consider is the fact that prospective employees want to know what they have to gain from your company. What opportunities exist to move up within the company? What are some of the perks? The pay and the benefits…are they competitive?

Prospective employees need to see “success stories”, they need to feel moved, motivated, and compelled to say within: “Ok, this is a company I can work for. This is a company that I can devote a great deal of time to.”

When you have a video that can do that, you’ll have employees knocking on your door…and asking to come in.

Ok, so let’s pick back up on this topic. We had discussed two important aspects of pre-production that come into play on various topics: the site survey and logistical coordination. Both equally important to many projects we produce.

Let’s take a look at two more services that can be provided in Pre-Production, and examine how they can be vital as well to the success of a project. Like we said in Part 1, it’s important to remember that each production has an identity of it’s own, and it’s needs may vary from this list.

Auditions. The need for auditions is obviously contingent on the project at hand. When producing a project that has training scenarios at hand, or requires a spokesperson on camera, time has to be allotted to find the proper talent to go along with the project. Calls to talent agencies are placed, and subsequently headshots and credits are emailed so that producers can have a preliminary glimpse of the candidates. After the headshots and credits are reviewed, auditions are scheduled. An audition is imperative because the production company finds out the range of the actor. Can they come across as an authority on a subject? Do they have the skill set to be an on-camera spokesperson? A good production company takes the time to do every audition and put each actor through the paces. It’s this attention to detail that makes a world of difference to the success of a project.

Creative Design & Implementation. Your client has called and they want to emulate a graphical look from that show that is biggest rage on TV right now. Can you do it? Hmmm…well anything is possible. But what type of budget are we talking about? Are we talking about the kind of budget that is associated with a prime-time sitcom that uses the latest and greatest effects…or are we talking about something a little less substantial? Probably the latter if you’re like most clients. It takes time and planning to try to execute some of the requests that clients have. In the end, it all comes down to coming up with an elegant solution. A look that not only makes the client happy, but an approach that makes sense financially as well. It’s all part of the planning and process that makes up Pre-Production.

Pre-Production has this admittedly mysterious air to it. The type of air that comes about when a first-time buyer of media production services is reading terminology from a budget such as “logistical coordination” or “site survey” or better yet (and this needs no quotations) rehearsals! Why are these services needed? Why can’t we just show up at the location the day of the shoot…and well, shoot?

Unfortunately, it just doesn’t work that easy. In fact, in some instances, some producers say that Pre-Production can account for 80% of the total effort put forth in a video project.

Let’s run through two services that can be provided in Pre-Production, and examine why they are essential. It’s important to remember that each production has an identity of it’s own, and it’s needs may vary from this list.

The Site Survey. It’s not always possible, but it makes things go smoother the day of the shoot if you are able to schedule a site survey earlier. OK…here’s the scene, the production team is coming out to your office to shoot some testimonials with some of your top employees…they need a central location to shoot. That location is key. It needs to be a big enough room to set-up lights, and tape an interview situation in, and in kind of a quiet area. The producer should find out prior to how loud the air conditioning system is in that room. If it’s too loud, it could be hindrance to the overall sound of the production. Not good! Oh yeah…and there’s that shot you need to get outside the building where the cool logo is. Is the sun hitting that in the morning or the afternoon? It’s important to know because that’s where one of the top execs is going to deliver his message…and we have to be mindful of his time. And security does know that a video production crew is coming into the building…right? These are the missions in mind when a producer comes out to perform a site survey. It’s time well spent ensuring that the project goes off with as little inconvenience as possible.

Logistical Coordination. Simply put…this is all the phone calls, the errands,
the to-dos, as well as the research that goes into pulling a shoot off. The client calls…they decide they’d like a shot from overhead for one of the scenes next week. A real bird’s eye view. The production company lets them know that they can get them a price for that and tells them that they will let them know what the extra charge will be. Now…the first job at hand, no, not lunch. Hello Google…time for a cherry picker search! Ahhh, there’s one 10 minutes from the office. We can check and see if there’s a 40 footer available for next week, and just arrange the delivery, the set-up and find out about any operational instructions we should have. Ohhh…and that shoot is going to be in the middle of nowhere out of the city limits next week. All day shoot, busy crew…no rest rooms, bad karma potential there! But that was taken care of when you rented the Port-O-Let and included that in the budget! You just have to make the preparations to make sure it’s delivered to the right place…since there really is no address. That in a nutshell is Logistical Coordination.

Part 2 will take a look at two more very important aspects of Pre-Production…one of the most underrated stages of producing video projects.

Company A produced a video presentation for their client last year…will the client call again for future work? Well, that depends. There’s a host of variables at play.

How was the experience? Was the client happy? Did you exceed expectations or merely get the job done? Let’s assume that everything went smoothly, and the video was incredibly successful and it came in on budget.

Ten Points!

Throw in a few bonus points for the card the client received the week after the shoot from the production company commenting on how much of a pleasure it was to work with the client and that they hoped they’d consider them again in the future. Nice touch. And at least five points for the link you supplied touting the client in your “In the Spotlight” segment on your company website shortly after the video was produced. Hey…free marketing is free marketing. And what about that care package of oranges and suntan lotion you sent to them 6 months afterwards when you found out that their Operations Division up north would be relocating their offices down to HQ in Florida? At least ten points more, right?

Personal attention combined with expertise, and the ability to overcome unique challenges can be the difference maker in what makes a client stick with a vendor. While showing that you have the skills to not only get the job done right, but hit it out of the park doing so is important; what happens after the project is completed can be just as significant. Maintaining client interest and building loyalty is well worth the investment.

About Bright Circle, Inc.

Bright Circle is a Florida based media production company offering a full range of creative services. Bright Circle provides professional teams that offer support in convention video services, as well as commercial production.

Instructional videos often have a not-so-great connotation. Truth be told, there isn’t anything stopping an instructional video from being an interesting, dramatic mechanism that propels your company forward.

Yes, dramatic mechanism. And yes…we are referring to corporate videos.

There are a number of ingredients that go into making a video a great tool. Let’s take a look at four of them.

1. The Script. It has to be good, no ifs ands or buts. The script has to be dynamic enough for your employees to watch. It also has to be “real” enough for the employees to follow. If your script is concentrating on training so much to the point that you are coming up with far-fetched scenarios, your employees are going to tune that out. It has to be….believable. You have to have the type of moments where employees watch and say to themselves or others…”That same thing happened to me!”
2. Visual Interest. It has to be shot well. There has never been a time in history where people have had so many programming options. Because of this, our eyes have become trained and sophisticated enough to understand what’s good, and what’s bad. We tune out what’s bad. Attention spans are shorter than ever! A viewer practically has to be kept on the edge of their seat because it is so easy to click to the next channel. Maintaining visual interest is done through a variety of methods…shot composition, dynamic editing, use of creative graphics…even background music directly relates to the action we see on the screen. All of these visual elements are imperative to a successful corporate video.
3. WIFM. What’s in it for me? A key to always remember…it’s the audience that counts. Many corporate videos spend time touting how great their company is. While that may be true…and it is OK to pat yourself on the back; the only audience you’re going to impress is the committee members in charge of getting the video produced. An employee viewing the video has to see the value gained from watching the video in order to follow-up on the message.
4. Sincerity and Passion. A direct derivative of ingredient #3. A message from a company spokesperson or CEO has to be from the heart. It has to come across as more than just a company initiative. Employees that watch corporate videos in the form of an instructional video or quarterly message have to believe that that message is being brought to them for their best interest. They must be moved to feel that it is not only worth their time to watch this video, but that they are getting something out of it. The only way possible to accomplish this is through sincerity and passion.

Soooo…looking at that list, do you see anything missing from your last corporate video? Do you see anything that might suggest you’re running on 4 cylinders instead of 6? If so…could be time for a tune-up.

About Bright Circle, Inc.

Bright Circle is an Orlando Video Production firm that offers a full range of media services. Bright Circle specializes in corporate video production.