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Getting The Most Value
From A Corporate Video Production
- 1. Write A Solid Brief
- 2. A Marketing Communications Point Of View
- 3. Don't Discount Multiple Channels
- 4. Make Your Email Marketing More Exciting
- 5. Bring Video Banners To Life
2 A Marketing Communications Point Of View
IT’S BEST TO KEEP IT REALLY SHORT AND SWEET
The end production is generally what people think about
when it comes to corporate video production. “We want
it to look like this,” “We need something from the CEO.”
It is far more important, however, to establish what you need to do from a marketing communications perspective.
For example, is this a piece that is trying to articulate your proposition? Or is it designed to explain a technical message that people simply aren’t getting? You may wish
to tackle a broader issue, such as explaining your brand proposition or substantiating your brand, in which case, video case studies could
be really valuable.
Remember, the video itself
is a means to an end, not the end itself. By taking a step back and thinking like
a marketer you will
get
a much clearer picture of what you are trying to achieve and be more likely to get a video that meets your needs. One that is not bogged down with unnecessary content, or one that is 10 minutes long that no-one has time to watch.
How long should these things be? It massively depends
on your audience and your channel, but given the volume of information on the web today and that most people’s way into the business is via the web, it’s best to keep
it really short and sweet - two, three minutes max. You could argue even shorter if possible, especially if you are creating multiple outputs.
So do make sure you
think from a marketing communications perspective when approaching video production. That way you have more chance of solving your marketing communications problems, instead of creating new ones.
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