Video production is not a “Bolt-On”

Video is a specialism

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. Video production is not the same as music composition, or photography, or graphic design – which is why I don’t pretend to be an expert in these areas. I know plenty of photographers who won’t touch video production because they are simply not the same, even though some people think that one can easily switch between the disciplines. I’m not sure what a client gains when their PR or comms agency thinks “I own a handycam, so I’ll shoot your corporate video for you”. How would you view a video producer who, after delivering your video for you, said “Oh, and I’ll just do you a press release too”? If you are working with a multi-disciplinary media agency who have staff that are trained and experienced in different aspects of their services (e.g. a web designer, a copywriter, a graphic designer) then all well and good. But to hire someone for a job, without at least checking their qualifications or track record? To do it because you feel you ought to, that it’s the easiest way out, rather than what is best for you, your business and its success?

Another way

The speed that the world of digital and marketing is moving is crazy, not to mention the pace of technology development and social media. It is hard enough to keep up with the latest trends, stats and tools in one discipline (e.g. video production) without needing or trying to add extra tools to my box. I work alongside some excellent marketers and PRs. I would imagine that their clients hire them because they want quality resources, and these marketing consultants and PRs are always very busy delivering solutions to their clients within their own discipline. When their clients want video, I am pleased to get involved. When a business outsources, it does so to get the best resource it can in that arena. What are the chances that the same person will be equally good in another completely different discipline – and is that a chance worth taking?