Producing a marketing, sales, or training video for your company may seem overwhelming, but it can be an easy process. Here are a few things to keep you on track.
Step 1- The Basics
There are a few things you need to know ahead of time so the video production company can produce your video efficiently:
- A clear understanding of the message you wish to communicate.
- Who your audience is and where will they be viewing the video? (web, dvd, live event etc.)
- Quality: what level of production value do you need?
- What is your budget?
- Create a content outline.
- Coordinate with company personnel about on camera interviews, supplying scripting information, photographs, logos, graphics, products, legal clearances, accounting, etc.
- If shooting will take place at your office, identify a few location options.
- Determine how much, if any, travel is needed.
- Know when you need the video to be completed.
Step 2- Hire a production company
Make sure you hire an experienced production company. Get a referral from colleagues. Search on line, but be selective when doing a Google search for production companies. You’re likely to find people who specialize in weddings and small live events. They may be good at that those things, but corporate producers will know more about business, branding, social media, and how video fits into that equation. Once you narrow it down, evaluate their websites, look at their videos, and talk with them about their approach to business. Then make your decision.
I would suggest these search terms:
- Corporate video producer
- Video producer
- Marketing videos
- Branding videos
- Video production
- Video production company in (your city)
WARNING - inexpensive HD cameras and editing equipment have flooded the market and are being used by inexperienced filmmakers. Many offer extremely low prices. Don’t be fooled. That low price might be the most expensive mistake you ever make. A bad video can do terrible damage to your image. It’s a business video so hire someone who knows the world of business.
The production company will then draw up a comprehensive bid that covers all aspects of production. Once both parties agree, a production schedule is created. This will define a timeframe for the major phases of production (pre-production, scripting, location shooting, video editing, sound sweetening, DVD authoring, duplication, delivery.)
Note:
- It’s normal for a company to collect a portion of the budget at the beginning - usually a half to a third depending on the size of the budget. This covers some of the hard costs such as equipment rental, crew, voice-over talent, music, etc.
- Prices can vary depending on the type of video you need. If it’s a video for a 2500 person conference where major prospects are in attendance, spend more. If it’s for an internal communication, spend less. See this link for more about video pricing.
- Travel costs are almost always billed separately. Some clients will arrange travel and accommodations.
Step 3- Lights, Camera, Action
At this point, you can take it easy, watch the whole process take place and be there to answer any on-set questions or issues that arise. It’s a great way to get out of the office for a few days.
Step 4. Post Production
The video editor assembles the video, audio, and graphics to create a rough cut. This video is then uploaded via the web and a link is sent to the client for review. It’s important to identify any changes in a timely manner to avoid missing deadlines. If possible, limit the number of colleagues’ input as you run the risk of getting too many opinions and not being able to satisfy them all. After you approve the video, the production company will put the finishing touches on it and get the video exported and processed to create web compressions, DVDs, or whatever final format you’ve requested.
And voila - the process is complete!
David and Kathryn are video producers in the Dallas area.
