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Business Video Production:
Getting The Brief Right
- 1. Step Away From The Video Camera!
- 2. Don't Ask Too Much Of Your Video
- 3. Don't Overload Your Brief
- 4. Make Sure You Measure
2 Don't Ask Too Much Of Your Video
Video is a powerful marketing tool and great for creating
a strong emotional reaction in audiences, but it cannot perform miracles.
Quite often a brief for
a business video will include
a host of key messages and objectives – ‘I want
to demonstrate my product, include some customer case studies, give a company overview, my CEO wants
to say a few words and can you also fit in some footage
of a client getting trained?’ Before you know it you have
a 40-minute video that no-one has the time or inclination
to watch.
If you feel your video content is overwhelming, an easy way to reduce it is by eliminating duplication. Are there other
marketing or communication channels that can address your objective instead
of incorporating into your business video production? Got a fantastic sales force adept at explaining all your product attributes with flair? Well leave them to it and keep your video focused
on an objective they cannot help with.
Still got lots of objectives
and key messages? Consider asking for multiple, shorter video outputs. Having
a selection of short videos means your target audience can be selective - avoiding the need to trawl through a host of irrelevant footage and making it more likely they take the action you are hoping for.
CONSIDER ASKING FOR MULTIPLE, SHORTER VIDEO OUTPUTS
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