Producing good video content is often reliant on having good audio to go with the visuals. We have a testimonial that often comes to mind, from a client who recognised that we were focussing as much on audio as video. For the type of work that we do it often isn't rocket science. For corporate work it's about close mic-ing and our weapon of choice is the lavalier (lapel) mic. Have you ever noticed on e.g. BBC how the microphone is pointing down and not up? That's a tip we got many years ago and always mic this way - I think the BBC is not a bad role model. We also do the usual things around trying to avoid phone interference and using spaces with good acoustics and low background noise where possible. When we're shooting events we carry gear so that we can get a direct audio feed from the sound desk or in-house PA wherever possible. We also have radio mics positioned in the most effective place, as well as the on-camera mic. read more
When it comes to getting your promotional video in front of its audience, be it the corporate video, the explainer, the vidcast etc., an important question is whether a “pull” or “push” approach is favoured. This is one of the things we think about and advise on at the earliest stage on the project as it can have an impact on not only the video itself but on wider things within the client's business. We've seen it first hand. read more
Making films and videos is a discipline where creativity is important, but not at the expense of technical & other skills and knowledge. When implementing video marketing for a business, as well as areas of grey (like creativity where anything is possible) there are places where there are right and wrong answers. I thought I'd have a pop at trying to identify some of the ingredients of a business video. You may want to hire for 'creativity' or on the basis of price, but there should be a lot more going on. read more
It is said that one of the best marketing tools is branded merchandise because it is paid for once and then remains in the hands of potential clients for a long time. You probably have a branded ballpoint laying in one of your desk drawers. Low unit cost, high longevity. We think business video marketing scores well on potential cost per view, cost per lead, and longevity. Let's have a look at some of the competitors. read more
Sometimes a video brief is created in a silo where a lack of relevant knowledge and/or consultation can be damaging. Expectations can be set incorrectly within the business and for the video provider. The impossible can be pre-sold. The brief can be dramatically misaligned with the budget. Stakeholders can be omitted at various stages, leading to specification changes, shoot postponements or cancellations. Failure to recce a location, seek required permissions, or keep appropriate persons in the loop can lead to disappointments. Government by committee can risk pleasing all and pleasing nobody. Here are a few examples of it not being "alright on the night"; read more
We consider that good execution of preproduction is important in the success of the video project. The list of things that can come under the umbrella of preproduction is not only huge but also very variable depending on the nature of the video project. Items on the clients tick list are predominantly of a marketing planning nature, or should be, and ours are mostly technical or creative, but the sweet spot is where all align towards the end goal. read more
This week I spoke to a prospect who had been disappointed by the previous video that his company had had produced. It is not the first time that I have heard about a company using an agency or provider who have jumped on the video bandwagon to the detriment of their client’s satisfaction. I am a firm believer in specialisms. Marketing is a discipline made up of many specialisms, and so is video production. When a client asks for a voiceover, I don’t do it myself. My overriding aim is to produce the best product I can, not to think I can do everything and charge handsomely for it. I hire a specialist. read more
Ok. I’ll own up. This blog is not going to tell you where to host your corporate video. Or any other video content you produce for your business. What is actually more important is where NOT to host your videos. I’m a passionate believer that it is not the shooting of the video that leads to more business, it is the viewing of it by the target audience. In fact, it stands to reason. That doesn’t mean that the way a video is shot, its ‘quality’, its message, its running time etc. are not important. What I mean is that the most well-crafted piece in the world is a marketing cost until it generates ROI, when it then becomes an investment. read more
A recently acquired new client has proven to be an excellent illustration that it is not simply the production of content that delivers results, it is the keyword optimisation that counts. I’m not going to name and shame, especially as they are on the road to recovery now that they have me on board! However, this is a global brand selling an iconic product. They have over 60 videos on their YouTube channel. Their key product represents a unique keyword phrase. They have a huge fanbase. They have a marketing team. I typed their keyword phrase into Google and then into YouTube. None of their videos appeared on Page 1 of the search results in either case. read more
I’ve written three novels. No, really. Haven’t seen or heard of them? I’m not surprised – they are in my drawer at home. The things I’ve created – with blood, sweat and tears – haven’t found an audience. Because I haven’t tried to seek it out, to effectively launch the content into the world. Creating video content is a darn sight easier than writing a book. Getting it out in front of an audience is a darn sight easier – no editor, no agent, no publisher, no stream of rejection letters (yes, I know all about rejection letters). read more