How to Get Started

Things you should know about video production

It is never too late to have a video produced for your company in order to market your products and services, or train and educate your employees or customers. In fact, now is the best time start and not a moment too late. With the onset of the ever expanding digital age including HD television, video billboards, computers, the internet, and video streaming websites including youtube and vimeo, now is the opportune time to take advantage of this direction of technology and marketing. Everyday, more and more websites are adding video introductions, presentations and advertisements to the point that website visitors now expect to see some sort of video. According to a Penn State University study, the average retention rate for what a person sees and hears combined is 50%

Here is a brief outline for average retention rates for various communication avenues.

• 10% – Reading

• 20% – Hearing

• 30% – Seeing

• 50% – Seeing & Hearing (video)

With these dramatically different statistics, it’s no wonder why video and especially on-line video has become one of the most popular marketing and educational tools.

What does all this mean for you? It means that you have a lot to take advantage of and it also means that you can now open this giant marketing door and see just how effective it will be. If you are not sure where to start, or are curious of what kind of video would be suitable for you, consider the following videos genres:

• Corporate video – This kind of video is a valuable way to train your employees, promote your services, and present a message. A corporate video can range anywhere between 3 and 30 minutes and works well on a website, and DVD. A corporate video can encompass testimonials, seminars, instructions, and training ETC. It may even be the perfect accessory on a wide screen TV in your waiting room!

• Event video - An event video documents any event you have planned whether it be a concert, recital, birthday party, anniversary party, wedding, race, luncheon, or reunion. The purpose is to capture and preserve the details and memories for the future enjoyment of the participants, and indeed for those who could not be there.

• Commercial - Most commercials have a standard running time of 30 seconds, while others run for 15, 60, and 120 seconds. The purpose of a commercial is to provide a quick and engaging message with a call to action in a limited amount of time. Commercials are effective, when done well, because they are short, to the point, and encompass a powerful marketing message.

• Promotional video - A promotional video is usually a bit longer than a commercial, but has the same goal: To present an engaging message with a call to action. A promotional video provides a more in depth overview about products or services, and also provides valuable information that may not be presentable in a 30-seconds. A promotional video is good for a company’s website or DVD presentation.

• Public service announcement (PSA) – The common length for a public service announcement is 30 seconds. Although this is ideal for a TV commercial spot, some are longer. A public service announcement is used to raise awareness about a certain issue. For example, a non-profit organization may have a PSA produced to raise awareness about their goals and mission statement. The government often commissions PSAs to inform the public. Other themes of PSAs may include: Global warming, violence, recycling, saving energy ETC.

• Documentary – A documentary is a video that presents a message through facts about a person, event, or idea. Documentaries are sometimes controversial as they present the viewpoint of the filmmakers and writers and often “tell it like it is”. They can be used to prove a point, sway viewer opinion and present an important message.

• Music video – A music video is just about a mandated requirement for any musician or group. If the artist has not recorded, it provides an avenue of exposure and sponsorship, both to the public or to music producers. Once a group has recorded and distributed their song a music video gets the song out to the fans and attracts new fan. There are many avenues for distribution of a music video including the groups website, video content websites such as Youtube, and Much Music.

We have briefly covered some common genres of video production that are being used to market more and more companies everyday. If you are currently using primary text and print media to convey your message, it’s time to think about using video to give an edge to your company. You’ll be glad to you did.

Remember, if your competition is using video and you’re not, you may be falling behind.

Get in touch with us today to learn more about the benefits of video, and how we can help you grow.