Provides you information about marketing online

Planning your Corporate Video

A corporate video project starts when you precisely identify:

o what the purpose of the video is,

o who you are targeting and why,

o what topics will form the content of the video,

o how you will distribute the video to your audience,

o how much you want to spend on the production, and

o how you will measure quality of performance.

As a marketing executive, you know that communicating precise goals are important because you work as part of an organisation or team. You have to be sure that all the people who matter in your organisation are in agreement with your stated purpose, target audience, and costs. If you do not have this, even the slickest, most innovative video production cannot bring you success.

Gaining consensus is the right way to start. Conversely, if you have no consensus, then work at it until you do.

Step One – Determine the Purpose of Your Video

Clarity of purpose characterises effective communication. The key to a successful corporate video is focus, delivering one single message, promoting one single product or service, or expressing one central idea or goal. An unfocused, disorganized video will leave your audience confused, bored, or worse still, hostile.

The video production process begins by choosing the purpose of your video. How do you want your target audience to respond? What are you trying to get them to do? Do you want them to buy more, do more, be more, work faster, sell more, or spend more money?

Define your video’s purpose and how you want your audience to react. Then, write it down and keep it in mind through every step of the production process – it is the most important part of creating a successful video.

Step Two – Define Your Target Audience

Who is going to see your video? Customers, employees, or suppliers? Human resources managers or marketing managers? Chief executives or warehouse staff? Are they young, old, or in between? Are they ready to act now or indifferent? Even though videos made for every one of these target audiences might convey the same idea – the style, content, and quality will most likely vary.

Define your target audience and then do a little research as to what motivates them. Gear your selection of settings, music background, special effects or editing towards what your target audience wants to see, what makes them pay attention and listen, and what motivates them. Of course, your selections affect your video’s budget.

Step Three – Draw Up a List of Topics

Before you kick off the first production meeting, you will need to draft a list of topics that form the basic content of your video.

How much do people remember? Audiences will only remember about three main things that you tell them. They might remember more, but you can never be sure. Try to organize your main points under three main headings if you can.

For example, you may have something to say about your product. You could organise your topics under three main benefits – faster, smaller, and cheaper. Simple. Just three things. Then everyone will remember.

How much time per topic? Every topic probably needs at least one minute to cover. That means that fifteen topics in a 10-minute video does not work well.

How fast do people speak? Video narrative runs at about 100 words a minute. A 10-minute video will be about 1,000 words.

How long should the video be? Everyone asks this one. The answer is always less than you think. Unless you have a captive audience, always go for less rather than more, and avoid boring your audience.

In the space provided below, list your key points and the video runtime.

3 Key Points Audience Must Remember: Key Points/ Runtime

1. Key point

2. Key point

3. Key point

Estimated video runtime:

Step Four – Decide How to Distribute Your Video

This step may seem a little premature, simply because distribution of your video is not even possible until the final print approval. We include this step in the planning phase because while determining your target audience, you also want to consider how best to reach them.

Sadly, many corporate clients create their own videos, hand them out to a dozen or so employees or clients, and then forget about them, as they get busy with other promotional tools. This is not only costly but also negligent.

Video can be and will be, your most powerful promotional and marketing tool. However, to achieve your goal, your target audience must see it. Achieving your video’s goal requires both a solid distribution plan and room in the video budget to get it duplicated, packaged and sent out to your prospects.

Overall, your corporate video is distributed one of two ways. Either in-house (a training or inspirational video for employees) or to outside organisations or individuals (to corporate clients and consumers). An in-house production simply requires the inventory of the DVD copies and a DVD player with monitor or a computer with a DVD drive, as well as a selected area to view and study.

Productions generated for an outside audience require many more considerations, such as advertising to promote the availability of your video, an efficient means of sending and tracking the videos, and of course, a larger inventory of video copies and packaging supplies.

Step Five – Decide How Much You Want to Spend

“How much will it cost?” That is the very first question that most corporate video clients think, even if they do not ask. For the corporate video producer, this is a very difficult question to answer without proper consultation to get specific information needed to help you get started.

In order to work up a production budget, the producer needs to know what you have determined while planning your project – what is the purpose of the video, who is the target audience, and how do you plan to distribute the video?

If you thought business videos were just for the FTSE 100, you will discover how affordable they really are today. A truly uncomplicated, basic video production could cost the same as a printed 4-color brochure!

Nevertheless, video is a creative medium, and there will always be a variety of ways to produce a successful program with the same purpose. That is to say, a highly polished program, with a (celebrity) presenter, animated 3D graphics, exotic locations and distribution of thousands of copies could well run into hundreds of thousands of pounds.

Therefore, it is essential for you to set the budget or at least a rough guide as to what you would like to invest in the production. That way the producer can build the proposal around your expectations and advise on how best to achieve your objective, including web streaming, duplicating, packaging, and distribution.

If you get some comfort using a rule of thumb, the industry estimates a minimum of £2,000 to £3,000 per finished minute of video for a quality corporate presentation. However, the actual cost always depends on what you want to see on the screen during those minutes.

Step Six – Determine How You Will Measure Quality of Performance

Another key to producing a successful video is to measure quality of performance during the entire process. Performance measurement is your guarantee that if you do everything correctly at each stage in the production, then the finished video will turn out just perfect. It will meet your objectives on time, on budget, and with the approval of your peers and superiors. Moreover, using performance measurements means you will never lose control of your project.

  •   •   •   •   •

Comments are closed.