The 8 Mistakes Guaranteed to Doom Your Company Video Production


It’s been some sort of truly amazing voyage. I’ve been within the video and media production business given that 1981 and inside my 30+ yrs in the commercial, I’ve noticed some absolutely extraordinary leaps in typically the industry. To set video in historical perspective, it has been only 22 decades before I had taken the plunge into professional video that Sony, Matsushita, Toshiba, and JVC released helical-scan recording, that is the method utilized since to record on video mp3 recorders. It took practically the entire following 22-year span to create these helical scan recorders into the home.

When I started in movie production in 1981, consumer video recording was in its infancy. Most Us homes did not really have a VCR. VHS was even so battling Betamax (what’s that?! ) regarding supremacy in the home video structure wars. Tape (huh? ) was the particular staple of industrial and advertising movie production and 2″ “Quad” machines (what?? ) were what the “real” transmitted studios used for their finest quality using and studio job. Field cameras competent of producing the particular best broadcast-quality images cost more than most houses from the time. (And now these have got been surpassed throughout quality by today’s consumer camcorders. ) The CD-Rom got not yet are available on the field, and internet use was years apart. Compressed video and even streaming on web sites were hardly the proverbial “figment” of someone’s thoughts. DVDs? HDTV? You’re kidding!

Yet inspite of the incredible technical advances over the many years, many things include remained constant. The need to capture and keep audience interest, show a story, plus accomplish one’s objectives were all crucial to effectively conversing then, and remain so today.

And as technological progresses have brought cost-effective high-quality video plus multimedia in to the arms of the neophyte, the need to be able to use them “correctly” has remained. Just because you then have a paint brush, that does not create you Rembrandt!

A few take a look at some involving the mistakes nevertheless made in office corporate video and even multimedia programs:

The 8 Mistakes Guaranteed to DOOM Your Business Video or Media Project:


This is actually the first and primary rule of making virtually any kind of marketing and sales communications program, yet it is amazing precisely how often it gets violated. This rule is certainly not unique to online video or multimedia programming. In every forms involving audio and visible communication, it is essential to develop an accurate definition of the target audience : and remember this.

Market research firms and departments invest immeasureable dollars yearly to find out who might receive a communication so that suitable product placement, advertising and marketing and promotions can easily be done. And it is funds well spent.

But we often discover companies approaching their very own video and/or multi-media projects with the “Ready, Fire, Aim” approach. They use a shotgun each time a rifle is called with regard to. They try in order to appeal to several audiences with the hope that the plan will serve multiple purposes. Remember, if you try in order to interest everybody, an individual appeal to nobody.

While the same standard program can be utilized for different people, it is advised that different versions or versions end up being developed for all those different groups. Is actually a simple subject to re-edit or perhaps re-narrate portions associated with a production. Yet , efficiency demands that is planned right from the start involving the project.

And so remember to prepare the project together with your audience throughout mind. Know exactly what their level regarding expertise or knowledge is with the topic. This will stay away from the problem of shooting too low (e. g. wasting their time showing or perhaps telling them some thing they know) or too high (losing them because you assume a degree of expertise that they haven’t yet attained).


This goes hand-in-hand with the initial item. In add-on to knowing you talking to, an individual need to know what you wish them to do or really feel after the program has been sent.

Whenever feasible, the target should be quantifiable. It is undoubtedly easier to solution results in the particular area to train. Like any good education professional knows, pre- and post-training assessment tests can know the results regarding a training curriculum.

Similarly, regarding sales and marketing or sales and marketing communications, detailed testing in addition to statistics can turn out to be gathered about job awareness and perceptions before and right after the presentation associated with the overall course package. But every single of those most likely aren’t the real desired results : the actual goal is pumping up the sales figures.

Since in training, its desirable to measure the effectiveness the product sales or communications plan has in meeting the stated targets.

There is video production company , however. Way of measuring of the certain impact of the particular video or multimedia system program is tough, because the production is definitely typically not employed in isolation. Instead it is generally part of a proposal of other stuff delivered in line with the movie or multimedia program.

Ideally, we would likely like to emulate large consumer businesses, where extensive industry research provides complete analysis of specific advertising and promotional techniques. They will isolate the effects of personal components of an overall brand marketing strategy, for example. But this specific requires a substantial traditional background and a really large sample sizing to help isolate variables and create causal relationships.

Even so, this really is more problematic inside the business-to-business entire world.

B to M companies rarely have the historical information to statistically separate the cause plus effect relationships regarding individual marketing parts. This is compounded as a new merchandise or service intro is often wherever we see the merger of these packages of video clip, trade show presentation area, collateral and trade publication advertising. This particular renders historical reviews largely irrelevant.

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