The 8 Mistakes Sure to Doom Your Corporate Video Production


It’s been a new truly amazing quest. I’ve been inside the video and multi-media production business given that 1981 and in my 30+ years in the industry, I’ve observed some absolutely incredible leaps in the industry. To set video in traditional perspective, it seemed to be only 22 yrs before I got the plunge in to professional video that will Sony, Matsushita, Toshiba, and JVC introduced helical-scan recording, that is the method used since to record on video recording recorders. It was a little while until nearly the entire following 22-year span to create these helical search within recorders into the home.

When I started in video clip production in 81, consumer video documenting was in its infancy. Most Us homes did certainly not have a VCR. VHS was even now battling Betamax (what’s that?! ) regarding supremacy in the home video format wars. Tape (huh? ) was video production company of business and advertising movie production and 2″ “Quad” machines (what?? ) were exactly what the “real” broadcast studios used for their utmost quality using and studio function. Field cameras able of producing the particular best broadcast-quality pictures cost more than most houses from the time. (And now these possess been surpassed in quality by this consumer camcorders. ) The CD-Rom got not yet are available on the picture, and internet employ was years absent. Compressed video in addition to streaming on web sites were barely the proverbial “figment” of someone’s creativeness. DVDs? HDTV? You’re kidding!

Yet regardless of the incredible technological advances over the many years, many things have remained constant. The requirement to capture and retain audience interest, tell a story, in addition to accomplish one’s objectives were all critical to effectively connecting then, and stay so today.

And as technological progress have brought affordable high-quality video in addition to multimedia to the fingers of the neophyte, the need to use them “correctly” has remained. Only because you do have a paint brush, that does not create you Rembrandt!

Let’s take a take a seem at some regarding the mistakes nevertheless made in workplace corporate video in addition to multimedia programs:

Typically the 8 Mistakes Sure to DOOM Your Corporate and business Video or Media Project:


This is actually the first and primary rule of making virtually any kind of sales and marketing communications program, yet this is amazing just how often it gets violated. This principle is certainly certainly not unique to online video or multimedia development. In all forms involving audio and aesthetic communication, it is essential to develop an accurate definition of the particular target audience : and remember that.

Market research businesses and departments spend immeasureable dollars annually to determine who might receive an information so that suitable product placement, promoting and promotions may be done. And it is cash well spent.

Yet we often notice companies approaching their video and/or media projects with the “Ready, Fire, Aim” approach. They use the shotgun each time a rifle is called intended for. They try to appeal to a number of audiences with the hope the software will serve multiple purposes. Remember, any time you try in order to attract everybody, an individual interest nobody.

Whilst the same fundamental program can often be utilized for different people, it is advised that different variations or versions become developed for these different groups. Really a simple make a difference to re-edit or re-narrate portions involving a production. However , efficiency demands that the is planned right from the start of the project.

So remember to program the project using your audience in mind. Know precisely what their level of expertise or experience is with the subject. This will steer clear of the problem regarding shooting lacking (e. g. wasting their time showing or even telling them something they know) or too high (losing them because you assume a degree of expertise they will haven’t yet attained).


This goes hand-in-hand with the first item. In addition to knowing you talking to, you need to know what you would like them to do or sense after the system has been shipped.

Whenever feasible, the objective should be quantifiable. It is undoubtedly easier to estimate results in typically the area to train. While any good coaching professional knows, pre- and post-training assessment tests can assess the results regarding a training curriculum.

Similarly, for sales and marketing or marketing communications, detailed testing and even statistics can be gathered about project awareness and attitudes before and right after the presentation regarding the overall process package. But each of those most likely aren’t the normal desired results instructions the real goal is pumping up the sales figures.

Because in training, it is desirable to gauge the effectiveness the product sales or communications course has in meeting the stated goals.

There is a new problem, however. Measurement of the certain impact of the particular video or multimedia program is difficult, because the production is typically not used in isolation. Alternatively it is typically part of a proposal of other substance delivered in conjunction with the video or multimedia software.

Ideally, we would like to copy large consumer companies, where extensive market research provides complete analysis of particular advertising and advertising techniques. They will isolate the effects of personal components of an overall brand marketing approach, such as. But this specific requires an extensive historical background and an extremely large sample dimension to help isolate variables and set up causal relationships.

On the other hand, this really is more problematic inside the business-to-business world.

B to B companies rarely experience the historical info to statistically separate the cause plus effect relationships involving individual marketing components. This is compounded as a new merchandise or service intro is often wherever we see the particular merger of these packages of video, trade show booth, collateral and business publication advertising. This renders historical evaluations largely irrelevant.

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