Pro Motion Media Blog

Did you just dish out a ton of do$h on your lat­est cor­po­rate video and no one noticed?

The pro­duc­tion of a cor­po­rate video needs to have a struc­tured process. There are some sim­i­lar mis­takes that com­pa­nies make when look­ing to develop a mar­ket­ing video:

What’s the point?
If you can’t you say who your audi­ence is, what the prob­lem is, and what the ben­e­fits of your prod­uct or ser­vice are, then you need to re-assess. If you can’t answer those basic ques­tions, chances are your mar­ket­ing video won’t deliver the results that you’re after.

Things to con­sider:
– The mes­sage should not be about you but about how you can solve your audi­ences problem.

- Don’t use a shot­gun approach. Be tar­geted and spe­cific. Tai­lor your mes­sage to a spe­cific audience’s needs.

- Don’t cre­ate a mes­sage full of catch phrases and buzz words. Half your poten­tial audi­ence may not under­stand it, and the other half may despise you for it!

- Be suc­cinct. In video, shorter is almost always better.

Mar­ket­ing video mes­sages should make you think and feel some­thing. You have 15 sec­onds, at best, to grab someone’s atten­tion. If you have a bor­ing video you are going to lose your audi­ence. The most impor­tant part of the video is the devel­op­ment process, and it’s also the hard­est to get right, but it tends to be the piece that gets the least focus. Take time to develop your strategy.

The most impor­tant part of the video pro­duc­tion process is pre-production. If your video deliv­ers dis­ap­point­ing results, it is prob­a­bly because the plan­ning process was not thought out prop­erly. A well defined sto­ry­board, shotlist and mar­ket­ing plan are also inte­gral. They will tell you exactly what you wish to accom­plish, how you are going to get there (and not waste time and/or money) and how you will get peo­ple to see your video.