Typically the 8 Mistakes Sure to Doom Your Corporate Video Production


It’s been a truly amazing journey. I’ve been within the video and media production business since 1981 and in my 30+ years in the commercial, I’ve seen some absolutely amazing leaps in the particular industry. To set video in traditional perspective, it has been only 22 yrs before I had taken the plunge in to professional video of which Sony, Matsushita, Toshiba, and JVC launched helical-scan recording, that is the method employed since to report on video tape recorders. Video Production Toronto took practically the entire subsequent 22-year span to create these helical check recorders into the particular home.

When My partner and i started in video clip production in 81, consumer video documenting was in the infancy. Most American homes did not necessarily have a VCR. VHS was still battling Betamax (what’s that?! ) with regard to supremacy in the particular home video file format wars. Tape (huh? ) was the particular staple of business and advertising online video production and 2″ “Quad” machines (what?? ) were what the “real” broadcast studios used intended for their finest quality editing and enhancing and studio do the job. Field cameras competent of producing the particular best broadcast-quality photographs cost more as compared to most houses at the time. (And now these possess been surpassed within quality by today’s consumer camcorders. ) The CD-Rom acquired not yet are available on the scene, and internet employ was years away. Compressed video and streaming on net sites were hardly the proverbial “figment” of someone’s imagination. DVDs? HDTV? If you’re kidding!

Yet despite the incredible technological advances on the many years, many things possess remained constant. The need to capture and retain audience interest, show a story, plus accomplish one’s targets were all critical to effectively communicating then, and continue to be so today.

Plus as technological develops have brought inexpensive high-quality video and multimedia in to the hands of the neophyte, the need to be able to use them “correctly” has remained. Merely because you’ve got a color brush, it doesn’t help make you Rembrandt!

Why don’t take an appearance at some involving the mistakes nevertheless made in workplace corporate video in addition to multimedia programs:

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


This can be a first and foremost rule of developing any kind of kind of sales and marketing communications program, yet that is amazing just how often it becomes violated. This rule is certainly not unique to movie or multimedia programming. In most forms of audio and visual communication, its imperative to develop an exact definition of the target audience : and remember that.

Market research organizations and departments invest billions of dollars every year to find out who will receive a message so that suitable product placement, advertising and marketing and promotions can easily be done. Plus it is cash well spent.

Yet we often see companies approaching their very own video and/or multimedia projects with a “Ready, Fire, Aim” approach. They use the shotgun every time a rifle is called intended for. They try in order to appeal to many audiences with the particular hope how the program will serve several purposes. Remember, if you try in order to attract everybody, a person interest nobody.

When the same fundamental program can often be used for different audiences, it is recommended that different variants or versions be developed for individuals different groups. Really a simple matter to re-edit or re-narrate portions associated with a production. However , efficiency demands that this is planned from the beginning involving the project.

And so remember to program the project along with your audience in mind. Know just what their level associated with expertise or experience is with the subject. This will steer clear of the problem regarding shooting too low (e. g. wasting their particular time showing or perhaps telling them a thing they know) or perhaps too high (losing them because an individual assume a level of expertise they will haven’t yet attained).


This goes hand in hand with the first item. In add-on to knowing who you are talking to, an individual need to be aware of what you would like them in order to do or really feel after the system has been shipped.

Whenever you can, the goal should be quantifiable. It is certainly easier to measure results in the particular area to train. Seeing that any good education professional knows, pre- and post-training analysis tests can assess the results of a training curriculum.

Similarly, with regard to sales and marketing or marketing communications, detailed testing and even statistics can be gathered about task awareness and perceptions before and following the presentation regarding the overall plan package. But every single of those almost certainly aren’t the real desired results — the real goal is pumping up the sales figures.

As in training, it is desirable to measure the effectiveness the product sales or communications course has in conference the stated targets.

There is some sort of problem, however. Dimension of the particular impact of typically the video or multimedia program is challenging, as being the production is typically not applied in isolation. Instead it is generally part of a package of other substance delivered in line with the online video or multimedia software.

Ideally, we would certainly like to emulate large consumer firms, where extensive marketplace research provides detailed analysis of particular advertising and promotional techniques. They may isolate the consequences of personal components of a general brand marketing strategy, one example is. But this specific requires a substantial famous background and a really large sample size to help separate variables and set up causal relationships.

However, this is more challenging in the business-to-business global.

B to B companies rarely have the historical info to statistically isolate the cause and effect relationships involving individual marketing parts. This is exponentially boosted just because a new merchandise or service intro is often in which we see the merger of these types of packages of online video, trade show booth, collateral and industry publication advertising. This specific renders historical reviews largely irrelevant.

Leave a Reply

Your email address will not be published.