The 8 Mistakes Sure to Doom Your Company Video Production

Video Production ‘s been a new truly amazing journey. I’ve been within the video and multimedia production business given that 1981 and inside my 30+ decades in the commercial, I’ve observed some absolutely amazing leaps in the particular industry. To set video in historic perspective, it was only 22 yrs before I required the plunge in to professional video of which Sony, Matsushita, Toshiba, and JVC presented helical-scan recording, that is the method applied since to record on video tape recorders. It was a little while until almost the entire following 22-year span to create these helical scan recorders into typically the home.

When I started in online video production in 81, consumer video saving was in its infancy. Most United states homes did not have a VCR. VHS was even so battling Betamax (what’s that?! ) intended for supremacy in typically the home video file format wars. Tape (huh? ) was the staple of professional and advertising video clip production and 2″ “Quad” machines (what?? ) were precisely what the “real” transmit studios used regarding their best quality updating and studio function. Field cameras competent of producing the best broadcast-quality images cost more compared to most houses with the time. (And now these include been surpassed within quality by this consumer camcorders. ) The CD-Rom got not yet appear on the picture, and internet employ was years away from. Compressed video plus streaming on web sites were hardly the proverbial “figment” of someone’s creativity. DVDs? HDTV? You’re kidding!

Yet in spite of the incredible technical advances above the decades, many things have got remained constant. The requirement to capture and retain audience interest, find out a story, and even accomplish one’s objectives were all crucial to effectively connecting then, and remain so today.

Plus as technological advances have brought affordable high-quality video and multimedia into the hands of the neophyte, the need in order to use them “correctly” has remained. Merely because you do have a color brush, that does not help to make you Rembrandt!

Let’s take a look at some associated with the mistakes nevertheless made in workplace corporate video in addition to multimedia programs:

Typically the 8 Mistakes Guaranteed to DOOM Your Company Video or Multi-media Project:


This can be a first and most important rule of making virtually any kind of sales and marketing communications program, yet that is amazing how often it receives violated. This principle is certainly certainly not unique to video or multimedia encoding. In most forms associated with audio and visual communication, it really is mandatory to develop an accurate definition of the target audience instructions and remember it.

Market research companies and departments devote immeasureable dollars yearly to determine who may receive a message so that suitable product placement, promoting and promotions could be done. Plus it is funds well spent.

But we often discover companies approaching their video and/or multi-media projects with a new “Ready, Fire, Aim” approach. Each uses a new shotgun every time a gun is called for. They try to appeal to many audiences with typically the hope how the software will serve numerous purposes. Remember, any time you try in order to attract everybody, you interest nobody.

Whilst the same basic program can sometimes be applied for different viewers, it is recommended that different different versions or versions end up being developed for those different groups. Is actually a simple matter to re-edit or perhaps re-narrate portions of a production. Nevertheless , efficiency demands that this is planned right from the start associated with the project.

Thus remember to approach the project along with your audience inside mind. Know precisely what their level associated with expertise or encounter is with the topic. This will prevent the problem of shooting lacking (e. g. wasting their particular time showing or perhaps telling them anything they know) or even too high (losing them because a person assume a level of expertise they will haven’t yet attained).


This goes hand-in-hand with the very first item. In improvement to knowing who you are talking to, a person need to know what you wish them to be able to do or really feel after the program has been shipped.

Whenever possible, the target should be quantifiable. It is certainly easier to solution results in typically the area to train. While any good teaching professional knows, pre- and post-training assessment tests can assess the results associated with a training program.

Similarly, for potential or marketing and sales communications, detailed testing and even statistics can get gathered about project awareness and thinking before and right after the presentation involving the overall process package. But each of those almost certainly aren’t the specific desired results : the true goal is pumping up typically the sales figures.

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

There is a new problem, however. Way of measuring of the specific impact of the video or media program is hard, because the production is typically not employed in isolation. Rather it is normally part of an offer of other stuff delivered in association with the video clip or multimedia system.

Ideally, we would like to imitate large consumer businesses, where extensive market research provides complete analysis of specific advertising and promotional techniques. They will isolate the consequences of person components of an overall brand marketing approach, by way of example. But this specific requires an extensive historic background and an extremely large sample size to help separate variables and set up causal relationships.

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

B to M companies rarely need the historical information to statistically isolate the cause and even effect relationships involving individual marketing elements. This is compounded because a new merchandise or service launch is often where we see the particular merger of these kinds of packages of online video, trade show booth, collateral and industry publication advertising. This renders historical comparisons largely irrelevant.

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