The particular 8 Mistakes Guaranteed to Doom Your Company Video Production


It’s been the truly amazing journey. I’ve been inside the video and multimedia system production business given that 1981 and on my 30+ yrs in the commercial, I’ve observed some absolutely extraordinary leaps in typically the industry. To place video in famous perspective, it has been only 22 decades before I got the plunge into professional video that will Sony, Matsushita, Toshiba, and JVC introduced helical-scan recording, which is the method used since to report on video strapping recorders. It took nearly the entire succeeding 22-year span to get these helical check out recorders into typically the home.

When My partner and i started in video clip production in 1981, consumer video documenting was in their infancy. Producer Los Angeles did not have a VCR. VHS was even now battling Betamax (what’s that?! ) intended for supremacy in typically the home video file format wars. Tape (huh? ) was the staple of business and advertising video clip production and 2″ “Quad” machines (what?? ) were precisely what the “real” broadcast studios used regarding their best quality updating and studio job. Field cameras able of producing the best broadcast-quality pictures cost more as compared to most houses in the time. (And now these possess been surpassed in quality by this consumer camcorders. ) The CD-Rom experienced not yet appear on the landscape, and internet employ was years away from. Compressed video and streaming on web site sites were barely the proverbial “figment” of someone’s imagination. DVDs? HDTV? You’re kidding!

Yet despite the incredible technological advances over the years, many things include remained constant. The need to capture and preserve audience interest, tell a story, and accomplish one’s aims were all important to effectively interacting then, and continue to be so today.

Plus as technological advances have brought cost-effective high-quality video and even multimedia in to the arms of the neophyte, the need to use them “correctly” has remained. Just because you do have a color brush, that does not make you Rembrandt!

Let’s take a take a seem at some regarding the mistakes nevertheless made in place of work corporate video plus multimedia programs:

The 8 Mistakes Going to DOOM Your Corporate and business Video or Media Project:


This is actually the first and primary rule of creating any kind of communications program, yet it is amazing just how often it receives violated. This rule is certainly not necessarily unique to movie or multimedia programming. In most forms of audio and visual communication, it is necessary to develop an exact definition of the target audience instructions and remember this.

Market research firms and departments spend billions of dollars annually to determine who may receive a communication so that proper product placement, promoting and promotions can be done. And it is money well spent.

But we often discover companies approaching their own video and/or multimedia system projects with some sort of “Ready, Fire, Aim” approach. Each uses a new shotgun every time a rifle is called for. They try to appeal to various audiences with the hope the system will serve numerous purposes. Remember, if you try to be able to appeal to everybody, you interest nobody.

Although the same fundamental program can be employed for different viewers, it is advised that different different versions or versions end up being developed for individuals different groups. Really a simple subject to re-edit or re-narrate portions regarding a production. Nevertheless , efficiency demands that the is planned from the beginning of the project.

Thus remember to approach the project with your audience in mind. Know exactly what their level associated with expertise or experience is with the subject. This will steer clear of the problem associated with shooting too low (e. g. wasting their time showing or perhaps telling them a thing they know) or even too high (losing them because you assume a levels of expertise that they haven’t yet attained).


This goes hand-in-hand with the initial item. In add-on to knowing you talking to, a person need to know what you want them in order to do or really feel after the software has been provided.

Whenever feasible, the objective should be quantifiable. It is certainly easier to estimate results in typically the area of training. Like any good education professional knows, pre- and post-training examination tests can quantify the results associated with a training course.

Similarly, for sales and marketing or marketing and sales communications, detailed testing plus statistics can turn out to be gathered about job awareness and perceptions before and right after the presentation regarding the overall plan package. But each and every of those most likely aren’t the normal desired results : the true goal is definitely pumping up the particular sales figures.

While in training, its desirable to gauge the effectiveness the product sales or communications program has in gathering the stated targets.

There is a problem, however. Description of the certain impact of typically the video or media program is difficult, because the production is usually typically not applied in isolation. Alternatively it is usually part of a proposal of other stuff delivered in conjunction with the movie or multimedia system.

Ideally, we might like to imitate large consumer organizations, where extensive marketplace research provides complete analysis of certain advertising and advertising techniques. They might isolate the effects of specific components of an overall brand marketing approach, by way of example. But this particular requires an extensive traditional background and a really large sample dimension to help isolate variables and build causal relationships.

On the other hand, this really is more troublesome in the business-to-business entire world.

B to N companies rarely experience the historical files to statistically isolate the cause in addition to effect relationships involving individual marketing pieces. This is exponentially boosted just because a new item or service introduction is often wherever we see the particular merger of these packages of video, trade show booth, collateral and industry publication advertising. This renders historical evaluations largely irrelevant.

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