The 8 Mistakes Guaranteed to Doom Your Business Video Production


It’s been the truly amazing quest. I’ve been within the video and multi-media production business considering that 1981 and inside my 30+ yrs in the industry, I’ve observed some absolutely incredible leaps in typically the industry. To put video in historic perspective, it has been only 22 decades before I had taken the plunge straight into professional video that will Sony, Matsushita, Toshiba, and JVC released helical-scan recording, that is the method utilized since to record on video tape recorders. It took nearly the entire future 22-year span to get these helical search within recorders into typically the home.

When I started in movie production in 81, consumer video recording was in its infancy. Most Us homes did not necessarily have a VCR. VHS was still battling Betamax (what’s that?! ) with regard to supremacy in typically the home video file format wars. Tape (huh? ) was Video Production of professional and advertising video production and 2″ “Quad” machines (what?? ) were just what the “real” broadcast studios used intended for their utmost quality editing and studio function. Field cameras able of producing the particular best broadcast-quality photographs cost more than most houses in the time. (And now these have been surpassed throughout quality by today’s consumer camcorders. ) The CD-Rom got not yet appear on the field, and internet use was years away. Compressed video plus streaming on word wide web sites were hardly the proverbial “figment” of someone’s thoughts. DVDs? HDTV? Most likely kidding!

Yet in spite of the incredible technical advances within the decades, many things possess remained constant. The necessity to capture and keep audience interest, find out a story, in addition to accomplish one’s aims were all critical to effectively interacting then, and continue to be so today.

In addition to as technological develops have brought affordable high-quality video plus multimedia into the fingers of the neophyte, the need in order to use them “correctly” has remained. Simply because you then have a fresh paint brush, it doesn’t create you Rembrandt!

A few take an appear at some associated with the mistakes continue to made in work environment corporate video plus multimedia programs:

The 8 Mistakes Sure to DOOM Your Business Video or Multimedia Project:


This can be a first and main rule of making virtually any kind of marketing and sales communications program, yet it is amazing exactly how often it gets violated. This rule is certainly not really unique to online video or multimedia development. In all forms regarding audio and visible communication, it truly is imperative to develop an exact definition of the target audience : and remember this.

Market research businesses and departments expend huge amounts of dollars yearly to determine who might receive a communication so that appropriate product placement, promoting and promotions may be done. And even it is money well spent.

However we often see companies approaching their own video and/or multimedia system projects with some sort of “Ready, Fire, Aim” approach. Each uses some sort of shotgun each time a gun is called for. They try to be able to appeal to many audiences with typically the hope how the plan will serve several purposes. Remember, any time you try to be able to interest everybody, you appeal to nobody.

Although the same basic program can often be applied for different followers, it is advised that different variants or versions end up being developed for individuals different groups. Really a simple issue to re-edit or even re-narrate portions involving a production. However , efficiency demands that the is planned right from the start involving the project.

So remember to approach the project using your audience in mind. Know just what their level associated with expertise or encounter is with the topic. This will stay away from the problem associated with shooting too low (e. g. wasting their particular time showing or even telling them something they know) or even too high (losing them because you assume a levels of expertise they will haven’t yet attained).


This goes hand-in-hand with the initial item. In inclusion to knowing who you are talking to, a person need to be aware of what you want them in order to do or experience after the program has been shipped.

Whenever feasible, the goal should be quantifiable. It is definitely easier to gauge results in typically the area to train. As any good training professional knows, pre- and post-training examination tests can evaluate the results regarding a training course.

Similarly, intended for prospective or communications, detailed testing and statistics can turn out to be gathered about task awareness and perceptions before and after the presentation regarding the overall course package. But each and every of those most likely aren’t the specific desired results – the true goal is pumping up the sales figures.

While in training, its desirable to measure the effectiveness the revenue or communications program has in getting together with the stated objectives.

There is a new problem, however. Dimension of the particular impact of typically the video or media program is hard, since the production is definitely typically not used in isolation. Instead it is normally part of a package of other stuff delivered in association with the video or multimedia software.

Ideally, we would certainly like to imitate large consumer organizations, where extensive industry research provides complete analysis of certain advertising and advertising techniques. They may isolate the consequence of personal components of a general brand marketing strategy, by way of example. But this kind of requires a substantial historical background and a very large sample size to help separate variables and create causal relationships.

However, it is more difficult within the business-to-business entire world.

B to M companies rarely experience the historical info to statistically separate the cause and even effect relationships of individual marketing pieces. This is exponentially boosted must be new product or service or service launch is often where we see typically the merger of these packages of video, trade show booth, collateral and industry publication advertising. This specific renders historical reviews largely irrelevant.

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