The particular 8 Mistakes Sure to Doom Your Corporate and business Video Production


It’s been some sort of truly amazing quest. I’ve been in the video and multi-media production business since 1981 and on my 30+ many years available, I’ve viewed some absolutely incredible leaps in typically the industry. To place video in traditional perspective, it was only 22 yrs before I required the plunge directly into professional video that Sony, Matsushita, Toshiba, and JVC launched helical-scan recording, which can be the method employed since to report on video mp3 recorders. It took nearly the entire future 22-year span to bring these helical scan recorders into the particular home.

When My partner and i started in online video production in 1981, consumer video recording was in their infancy. Most United states homes did not really have a VCR. VHS was still battling Betamax (what’s that?! ) for supremacy in typically the home video format wars. Tape (huh? ) was typically the staple of industrial and advertising video production and 2″ “Quad” machines (what?? ) were what the “real” send out studios used with regard to their finest quality editing and enhancing and studio do the job. Field cameras in a position of producing the particular best broadcast-quality photos cost more than most houses from the time. (And now video production company have been surpassed throughout quality by all of us consumer camcorders. ) The CD-Rom got not yet are available on the picture, and internet work with was years away. Compressed video plus streaming on web sites were barely the proverbial “figment” of someone’s thoughts. DVDs? HDTV? Most likely kidding!

Yet in spite of the incredible technological advances on the decades, many things have remained constant. The requirement to capture and retain audience interest, say to a story, in addition to accomplish one’s goals were all essential to effectively interacting then, and continue to be so today.

Plus as technological progress have brought cost-effective high-quality video and multimedia in to the fingers of the neophyte, the need in order to use them “correctly” has remained. Just because you’ve got a fresh paint brush, that doesn’t make you Rembrandt!

Why don’t take a seem at some regarding the mistakes nonetheless made in office corporate video plus multimedia programs:

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


This can be the first and main rule of developing virtually any kind of marketing and sales communications program, yet this is amazing just how often it receives violated. This guideline is certainly not really unique to online video or multimedia development. In all forms regarding audio and visual communication, it really is mandatory to develop a precise definition of the particular target audience — and remember it.

Market research organizations and departments expend immeasureable dollars each year to determine who will receive a communication so that correct product placement, marketing and promotions can be done. And even it is funds well spent.

But we often see companies approaching their video and/or multimedia system projects with a “Ready, Fire, Aim” approach. Each uses the shotgun every time a gun is called intended for. They try to be able to appeal to a number of audiences with the hope that the program will serve several purposes. Remember, whenever you try to be able to appeal to everybody, you interest nobody.

While the same fundamental program can often be utilized for different viewers, it is recommended that different variations or versions be developed for these different groups. Is actually a simple make a difference to re-edit or perhaps re-narrate portions regarding a production. Yet , efficiency demands that this is planned from the beginning associated with the project.

Therefore remember to prepare the project along with your audience inside mind. Know what their level of expertise or encounter is with the topic. This will stay away from the problem of shooting too low (e. g. wasting their own time showing or perhaps telling them a thing they know) or perhaps too high (losing them because you assume a degree of expertise they will 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 sense after the software has been delivered.

Whenever you can, the target should be quantifiable. It is undoubtedly easier to estimate results in typically the area of training. While any good education professional knows, pre- and post-training assessment tests can assess the results associated with a training course.

Similarly, intended for prospective or marketing communications, detailed testing in addition to statistics can end up being gathered about project awareness and perceptions before and right after the presentation involving the overall course package. But every of those probably aren’t the true desired results : the actual goal will be pumping up typically the sales figures.

Because in training, it truly is desirable to gauge the effectiveness the revenue or communications course has in meeting the stated objectives.

There is a problem, however. Description of the particular impact of the particular video or multi-media program is challenging, as being the production will be typically not used in isolation. As an alternative it is typically part of an offer of other materials delivered in line with the video clip or multimedia program.

Ideally, we would likely like to imitate large consumer businesses, where extensive market research provides outlined analysis of particular advertising and promotional techniques. They might isolate the consequence of specific components of a general brand marketing approach, for example. But this requires a substantial traditional background and a really large sample dimension to help separate variables and create causal relationships.

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

B to B companies rarely experience the historical information to statistically separate the cause plus effect relationships of individual marketing pieces. This is exponentially boosted as a new product or service advantages is often wherever we see the particular merger of these packages of online video, trade show booth, collateral and trade publication advertising. This particular renders historical comparisons largely irrelevant.

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