The 8 Mistakes Guaranteed to Doom Your Corporate Video Production


It’s been a new truly amazing journey. I’ve been inside the video and multi-media production business given that 1981 and on my 30+ decades available, I’ve viewed some absolutely outstanding leaps in typically the industry. To put video in traditional perspective, it was only 22 yrs before I required the plunge in to professional video of which Sony, Matsushita, Toshiba, and JVC released helical-scan recording, which can be the method used since to document on video strapping recorders. It was a little while until nearly the entire subsequent 22-year span to create these helical search within recorders into the home.

When I actually started in online video production in 81, consumer video recording was in the infancy. Most United states homes did certainly not have a VCR. VHS was still battling Betamax (what’s that?! ) regarding supremacy in typically the home video file format wars. Tape (huh? ) was the particular staple of industrial and advertising video production and 2″ “Quad” machines (what?? ) were exactly what the “real” broadcast studios used with regard to their utmost quality updating and studio do the job. Field cameras capable of producing the best broadcast-quality photos cost more as compared to most houses from the time. (And now 拍片 have got been surpassed inside quality by all of us consumer camcorders. ) The CD-Rom acquired not yet come on the scene, and internet use was years absent. Compressed video in addition to streaming on net sites were hardly the proverbial “figment” of someone’s thoughts. DVDs? HDTV? Most likely kidding!

Yet inspite of the incredible scientific advances within the years, many things have remained constant. The requirement to capture and maintain audience interest, say to a story, in addition to accomplish one’s goals were all essential to effectively conversing then, and continue to be so today.

In addition to as technological develops have brought inexpensive high-quality video plus multimedia into the arms of the neophyte, the need to use them “correctly” has remained. Simply because you do have a fresh paint brush, it doesn’t help to make you Rembrandt!

Let’s take an appear at some regarding the mistakes nevertheless made in office corporate video plus multimedia programs:

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


This is actually the first and main rule of making virtually any kind of marketing and sales communications program, yet this is amazing how often it gets violated. This rule is certainly certainly not unique to video clip or multimedia coding. In all forms involving audio and image communication, its necessary to develop an exact definition of typically the target audience – and remember that.

Market research firms and departments expend billions of dollars every year to determine who might receive a message so that appropriate product placement, marketing and promotions may be done. In addition to it is funds well spent.

Yet we often discover companies approaching their own video and/or multi-media projects with a new “Ready, Fire, Aim” approach. They use some sort of shotgun each time a gun is called intended for. They try to be able to appeal to several audiences with the particular hope that this program will serve multiple purposes. Remember, whenever you try to appeal to everybody, a person interest nobody.

Although the same basic program can be utilized for different viewers, it is advised that different different versions or versions always be developed for those different groups. It’s a simple subject to re-edit or even re-narrate portions involving a production. Nevertheless , efficiency demands that this is planned from the beginning associated with the project.

So remember to prepare the project with your audience in mind. Know what their level associated with expertise or encounter is with the topic. This will prevent the problem regarding shooting lacking (e. g. wasting their own time showing or perhaps telling them something they know) or perhaps too high (losing them because an individual assume a level of expertise these people haven’t yet attained).


This goes hand-in-hand with the first item. In add-on to knowing who you are talking to, a person need to find out what you wish them in order to do or feel after the program has been delivered.

Whenever you can, the goal should be quantifiable. It is undoubtedly easier to solution results in the area of training. Like any good education professional knows, pre- and post-training assessment tests can evaluate the results associated with a training program.

Similarly, intended for prospective or sales and marketing communications, detailed testing and statistics can end up being gathered about project awareness and thinking before and after the presentation involving the overall program package. But each and every of those most likely aren’t the specific desired results – the real goal is pumping up the particular sales figures.

While in training, it is desirable to measure the effectiveness the sales or communications course has in gathering the stated goals.

There is a new problem, however. Way of measuring of the certain impact of typically the video or multi-media program is challenging, since the production is typically not applied in isolation. As an alternative it is normally part of an offer of other substance delivered in combination with the video or multimedia plan.

Ideally, we would like to emulate large consumer businesses, where extensive marketplace research provides complete analysis of specific advertising and advertising techniques. They might isolate the consequence of person components of a general brand marketing method, by way of example. But this specific requires an extensive famous background and a very large sample dimensions to help separate variables and set up causal relationships.

Even so, this is certainly more challenging in the business-to-business global.

B to B companies rarely have got the historical data to statistically isolate the cause in addition to effect relationships regarding individual marketing elements. This is exponentially boosted just because a new product or service advantages is often in which we see the particular merger of these types of packages of video clip, trade show sales space, collateral and business publication advertising. This specific renders historical comparisons largely irrelevant.

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