By Tino Acchiardo, Director of Client Service
(Photo by © Karen Pulfer Focht)
Often during initial contact with a client or in a discovery meeting, I ask the question, “How do you plan to deploy your video or animation deliverable?” For many clients, their answer is a thought-out strategy that supports their overall marketing efforts and is part of a combined set of communications, both traditional and digital, to reach their target audiences.
For some, the question elicits a simple answer: “We’re going to feature it on our website.” But for a few, there is a long pause and then a reply, “We’re not sure.”
Producing a video should always be considered an investment. Every penny supports your company’s overarching strategy to create rich content that resonates with your customers or clients. But how you promote your video, what platforms you use for delivery and even simple metrics to measure the effectiveness of your message are keys to giving your project a long life.
So here are some steps to consider when you’re ready to engage a production company.
Pre-production Planning
Decide the intent of the video…Educational? Building brand awareness? If part of a campaign, when will the video launch and on what platforms? If you intend for viewers to watch on their phones, make sure graphics are legible on a smaller screen. What is your budget or budget range? Who are your target audiences? Clearly define the scope of your project.
Pre-Production tip: Engage a production company sooner rather than later. Provide as much information as you can so they can help define how to meet your goals.
Production
Allow enough time for the video shoot. If it’s “documentary style” and executives and/or employees will be interviewed, make sure their schedule allows the time needed to get the soundbites to craft the story. Consider using a teleprompter. Some people are great in front of a camera, some not so much.
Production tip: Prepare your team for the shoot. Make sure you have an approved shot list and that all locations look their best. You do not want to get into post production only to realize there was something not captured during the shoot.
Post Production
Consolidate your notes for revisions. That way revisions will be completed efficiently and in a timely manner.
Deployment tip: Cut a “trailer” for your video and then push it out on your various platforms. This is especially effective to promote a product launch or a sales event and will help create a buzz around your video.
Work your digital strategy plan. But be nimble. If you are not seeing results, rethink your platforms. Understand CTR (click through rates) versus impressions. Learn how to disseminate your metrics and tailor your digital media buy for optimal results.
Video continues to be a great communication tool. Audiences are more likely to remember your message or connect to your brand if they have made an emotional connection to your content. Human emotion can illicit a call-to-action.
But first, you have to find where your audience lives.
