Video is an essential tool for traditional and digital marketing efforts, PR, and sales. Here are some recent stats:
- 4 times as many consumers would rather watch a video about a product than read about it.
- 1 in 4 consumers actually lose interest in a company if it doesn’t have video.
- Customers are nearly 50% more likely to read email newsletters that include links to video.
- 4 in 5 consumers say a video showing how a product or service works is important.
Most large companies have significant resources dedicated to video marketing but smaller businesses also need to include professional video as a part of their marketing arsenal. How do you ensure that your corporate video production will be a success? Here are a few tips for choosing the best video production partner:
Start Your Search
We call it the “democratization” of video production. Due to lower cost consumer grade equipment, just about anyone can call themselves a “filmmaker” these days. Perhaps you’re hoping to save money by giving a camera to a staff member or your brother-in-law. But is that really the quality you want to represent your brand?
Look for a professional video production team that has a minimum of five years’ experience. Review their portfolio for projects of a similar nature to what you need like trade show videos, sales videos, testimonial videos, web videos, fundraising videos, and documentary-style videos. Ask colleagues for referrals and look for vendors with strong customer testimonials.
Make Your Selection
Once you have identified a few potential candidates, schedule a call or, better yet, a face to face meeting. What is the vibe? Are they a huge operation where you feel you’ll be lost in the shuffle? Can you talk to the company principals about your project? You want to ensure that the person you’re talking with will have a direct impact on your final project. A sales rep may be awesome but if your project is assigned to a junior team member with less experience, you may not be happy with the result.
Look for a company that can be a part of your creative brainstorming process, pitching ideas and using their expertise to help you come up with the best way to get your message across.
What is their typical production process? Experienced video producers deliver a high level of professionalism that encourages communication at every phase of production. The best ones have an “on time, on budget” track record.
Dollars and Sense
The more information you can provide about the scope, timeline and budget for your video project, the more accurate quote a video production company can provide for you. Share your budget range so that the company can offer realistic options for your project. The best production companies know how to bring quality to any reasonable budget scenario.
Drill down to find out specifics. For example, are they using broadcast quality equipment? State-of-the-art post production equipment with motion graphics? What in their portfolio would be comparable in terms of your budget range?
Ask the company for a contract which outlines the production services they will provide. Confirm that any production overages will be approved by you in advance. Make sure that you own the final product and raw footage and that the company will secure appropriate talent and music licenses on your behalf. Inquire about media backups and approval processes. The contract is also a good place for mutually agreed upon shooting details, deadlines, delivery terms and payment schedules.
With these steps in mind, you’re on your way to hiring a great video production vendor, one who offers expert guidance and great customer service along with their creative excellence. Think of them as an extension of your marketing team that will craft video to make your company look great. It’s worth taking the time to find a partner that will serve you in the long run as your company – and need for video — grows.