Typically the 8 Mistakes Sure to Doom Your Corporate Video Production


It’s been a new truly amazing voyage. I’ve been within the video and multimedia system production business due to the fact 1981 and on my 30+ many years in the business, I’ve noticed some absolutely outstanding leaps in typically 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 released helical-scan recording, which can be the method used since to report on video tape recorders. It was a little while until practically the entire following 22-year span to get these helical scan recorders into the particular home.

When I started in movie production in 81, consumer video recording was in their infancy. Most Us homes did certainly not have a VCR. VHS was still battling Betamax (what’s that?! ) regarding supremacy in the particular home video format wars. Tape (huh? ) was the staple of industrial and advertising movie production and 2″ “Quad” machines (what?? ) were exactly what the “real” broadcast studios used for their best quality editing and studio do the job. Field cameras competent of producing the best broadcast-quality photographs cost more as compared to most houses from the time. (And now these include been surpassed throughout quality by all of us consumer camcorders. ) The CD-Rom acquired not yet are available on the landscape, and internet use was years apart. Compressed video and streaming on web site sites were barely the proverbial “figment” of someone’s thoughts. DVDs? HDTV? You’re kidding!

Yet inspite of the incredible technical advances within the years, many things have remained constant. The necessity to capture and keep audience interest, say to a story, and accomplish one’s objectives were all crucial to effectively connecting then, and remain so today.

Plus as technological develops have brought affordable high-quality video plus multimedia into the fingers of the neophyte, the need in order to use them “correctly” has remained. Only because you do have a fresh paint brush, that doesn’t make you Rembrandt!

Why don’t take a seem at some associated with the mistakes continue to made in workplace corporate video and multimedia programs:

The 8 Mistakes Guaranteed to DOOM Your Corporate Video or Multi-media Project:


This can be a first and foremost rule of creating any kind of kind of sales and marketing communications program, yet it is amazing precisely how often it receives violated. This rule is certainly not unique to video clip or multimedia encoding. In every forms associated with audio and visible communication, it is essential to develop an accurate definition of typically the target audience – and remember that.

Market research companies and departments expend huge amounts of dollars yearly to find out who may receive a concept so that correct product placement, marketing and promotions could be done. And it is money well spent.

But we often observe companies approaching their particular video and/or multimedia system projects with a new “Ready, Fire, Aim” approach. They use a shotgun if a gun is called with regard to. Video Production try in order to appeal to various audiences with the hope the plan will serve several purposes. Remember, if you try to be able to attract everybody, you attract nobody.

Although the same standard program can often be utilized for different people, it is recommended that different variations or versions always be developed for those different groups. Is actually a simple make a difference to re-edit or even re-narrate portions involving a production. However , efficiency demands this is planned right from the start associated with the project.

Therefore remember to program the project together with your audience inside mind. Know what their level involving expertise or encounter is with the topic. This will stay away from the problem involving shooting too low (e. g. wasting their time showing or perhaps telling them something they know) or perhaps too high (losing them because you assume a level of expertise that they haven’t yet attained).


This goes hand-in-hand with the very first item. In improvement to knowing you talking to, a person need to find out what you would like them to do or sense after the program has been provided.

Whenever possible, the objective should be quantifiable. It is surely easier to solution results in typically the area of training. Seeing that any good training professional knows, pre- and post-training evaluation tests can evaluate the results involving a training course.

Similarly, regarding sales and marketing or sales and marketing communications, detailed testing and even statistics can get gathered about job awareness and perceptions before and after the presentation of the overall program package. But each and every of those most likely aren’t the true desired results : the actual goal is usually pumping up typically the sales figures.

Because in training, it is desirable to gauge the effectiveness the sales or communications process has in meeting the stated aims.

There is a problem, however. Measurement of the specific impact of the video or multimedia system program is tough, because the production is typically not employed in isolation. Instead it is usually part of a package of other substance delivered in line with the video or multimedia plan.

Ideally, we would like to emulate large consumer organizations, where extensive industry research provides outlined analysis of specific advertising and promotional techniques. They may isolate the consequences of specific components of an overall brand marketing technique, for example. But this kind of requires an extensive traditional background and a really large sample sizing to help isolate variables and establish causal relationships.

However, this is certainly more troublesome within the business-to-business world.

B to M companies rarely have got the historical information to statistically isolate the cause in addition to effect relationships of individual marketing elements. This is compounded just because a new product or service or service introduction is often in which we see typically the merger of these packages of video clip, trade show presentation area, collateral and industry publication advertising. This renders historical evaluations largely irrelevant.

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