Planning corporate video production

Planning a Corporate Video

“If you fail to plan – you plan to fail!”
Planning a corporate video production is not exclusively the responsibility of the video producer. Sadly, the above quotation has become the epitaph for many a video project, that has fallen short of the expectations raised before work commenced. The absence of proper planning for a video production is like setting off on a car journey to an unknown destination, with a near‐empty petrol tank, no Sat‐Nav, two bald tyres and no breakdown cover. You’re literally ASKING to run into problems!

Okay, you could call for help on your cell phone, but you get my point, right? So, let’s consider the following preparation essentials:

OBJECTIVES: Purpose and Message
The first questions to ask yourself when planning corporate video production should be; “What do you want your video to achieve?” What is the message you wish to communicate? And how do you want your viewers to feel when watching your video?

In this example, we’re going to consider the essential planning elements for a Promotional Video. However, similar elements apply to any corporate video production. A promotional video can be a powerful business tool that clearly communicates your message to your target audience.  It can raise brand awareness, build trust and confidence, and ultimately, help to generate sales of your product or service.

When planning a corporate video production, you should have a clear objective for your video. If not, the impact of your video production is likely to be blunted. So, “maybe it’s about time we had a new video” is NOT an objective. Yes, that old video you produced two years ago may be looking dated. But simply replacing old for new is unlikely to dazzle your audience or inspire new customers. There are many tales of woe about videos that have left the audience wondering what message is actually being conveyed. Usually, this is due to an ill‐conceived and poorly structured story line. So, start by making a list of the main points
you want to get across. Then develop some detail for each of the main points. Invite input from employees and stakeholders. Your video producer should also be able to bring valuable input, so long as you choose an experienced professional, who understands business.

A well‐structured message should leave your viewer with a clear understanding of the What? – Who? – Why? – How? and Where? of your message,without too many key points for your audience to remember. So, when planning corporate video production you should have clear answers to the following:

  • WHAT exactly are you offering, in terms of the BENEFITS your service or product provides?
  • WHO is your TARGET AUDIENCE? and what kind of language should be used in your message?
  • WHY should people come to you? – and not another company offering a similar product or service?
  • HOW will your product or service solve a problem or improve their life?
  • WHERE can they see examples of your work ‐ or testimonials from satisfied customers?
  • WHERE can they contact you? – address, phone, email, website, social media etc.

All of the above questions should be answered in your video in order to communicate a message that builds confidence in your brand and encourages the desired response. So, what impression do you want to leave with the viewer and, more importantly … what do you want them to DO after watching your video?

Depending on the type of video, its tone, style and message, you may want to include a “Call to Action” either during, or at the end of the video. This can be achieved simply by the presenter or voice‐over inviting the viewer to call a phone number, or submit an enquiry form. Captions can be used to show contact details.

YOUR TARGET AUDIENCE: Who are you talking to?
Make sure you consider your target audience carefully. Is your message aimed at a specific demographic group? Are your ideal customers local – or global? Will you need subtitles, or even different language options? What should be the tone of your message, so that it’s both appropriate as well as appealing to your target audience? …Sincere? …Humorous? …Casual …Professional?
You may have a mixed audience representing different types of potential customers, such as Retail (enduser) as well as Trade customers. If this is the case, consider how your conversation with a Retail customer might differ to that of a Trade customer. This can help to determine the kind of ‘language’ that is used in your video, e.g. the amount of technical detail etc. These are all important considerations, when planning a corporate video production.

To see the rest of this article…
This article is a short excerpt from our FREE GUIDE entitled Planning Your Video Production.  This valuable resource gives insight into all aspects of planning corporate video production from the customer’s point of view. Be better prepared when you’re considering your next next video project.  Content includes Production Styles, Filming Locations, Who should present?, Permissions, Script writing, Timescales and Budgeting.  Everything you need to know about planning a corporate video production.