The 8 Mistakes Going to Doom Your Corporate Video Production


It’s been some sort of truly amazing trip. Production Services ‘ve been inside the video and multimedia system production business since 1981 and inside my 30+ many years in the industry, I’ve seen some absolutely incredible leaps in typically the industry. To put video in famous perspective, it was only 22 years before I got the plunge straight into professional video of which Sony, Matsushita, Toshiba, and JVC released helical-scan recording, that is the method employed since to document on video strapping recorders. It took almost the entire future 22-year span to get these helical search within recorders into typically the home.

When I started in online video production in 81, consumer video saving was in their infancy. Most United states homes did certainly not have a VCR. VHS was even now battling Betamax (what’s that?! ) intended for supremacy in typically the home video formatting wars. Tape (huh? ) was the staple of industrial and advertising online video production and 2″ “Quad” machines (what?? ) were exactly what the “real” transmitted studios used regarding their utmost quality editing and enhancing and studio job. Field cameras in a position of producing the particular best broadcast-quality pictures cost more than most houses in the time. (And now these have been surpassed within quality by today’s consumer camcorders. ) The CD-Rom experienced not yet come on the field, and internet use was years away from. Compressed video and streaming on net sites were scarcely the proverbial “figment” of someone’s creativity. DVDs? HDTV? If you’re kidding!

Yet regardless of the incredible technical advances above the many years, many things include remained constant. The need to capture and keep audience interest, say to a story, and even accomplish one’s targets were all essential to effectively conversing then, and stay so today.

In addition to as technological develops have brought cost-effective high-quality video in addition to multimedia into the hands of the neophyte, the need to be able to use them “correctly” has remained. Only because you do have a fresh paint brush, that doesn’t make you Rembrandt!

A few take a look at some associated with the mistakes still made in workplace corporate video and multimedia programs:

Typically the 8 Mistakes Sure to DOOM Your Business Video or Media Project:


This is the first and main rule of making any kind of communications program, yet this is amazing just how often it receives violated. This principle is certainly not necessarily unique to video or multimedia programming. In most forms of audio and visible communication, it really is imperative to develop an accurate definition of the particular target audience — and remember it.

Market research firms and departments invest vast amounts of dollars yearly to determine who will receive an information so that correct product placement, marketing and promotions can easily be done. In addition to it is funds well spent.

But we often see companies approaching their own video and/or multi-media projects with some sort of “Ready, Fire, Aim” approach. Each uses some sort of shotgun each time a rifle is called regarding. They try to appeal to many audiences with typically the hope that this software will serve several purposes. Remember, any time you try to interest everybody, a person appeal to nobody.

When the same fundamental program can sometimes be utilized for different viewers, it is recommended that different variations or versions always be developed for these different groups. Is actually a simple issue to re-edit or even re-narrate portions regarding a production. Yet , efficiency demands that this is planned right from the start of the project.

Thus remember to plan the project using your audience throughout mind. Know just what their level associated with expertise or knowledge is with the topic. This will avoid the problem involving shooting lacking (e. g. wasting their very own time showing or even telling them some thing they know) or too high (losing them because an individual assume a degree of expertise that they haven’t yet attained).


This goes hand in hand with the very first item. In addition to knowing who you are talking to, you need to know what you would like them to do or experience after the program has been shipped.

Whenever feasible, the target should be quantifiable. It is definitely easier to estimate results in the particular area of training. Seeing that any good teaching professional knows, pre- and post-training assessment tests can quantify the results associated with a training program.

Similarly, with regard to prospective or communications, detailed testing plus statistics can turn out to be gathered about job awareness and behaviour before and following the presentation involving the overall plan package. But every of those possibly aren’t the true desired results : the actual goal is usually pumping up the sales figures.

Because in training, its desirable to measure the effectiveness the sales or communications plan has in meeting the stated targets.

There is some sort of problem, however. Measurement of the certain impact of the video or multimedia system program is challenging, since the production is typically not applied in isolation. Alternatively it is generally part of an offer of other substance delivered in line with the online video or multimedia program.

Ideally, we might like to emulate large consumer businesses, where extensive market research provides outlined analysis of particular advertising and promotional techniques. They might isolate the consequences of personal components of an overall brand marketing technique, by way of example. But this kind of requires a substantial historical background and an extremely large sample dimension to help separate variables and establish causal relationships.

Even so, this is more troublesome within the business-to-business world.

B to M companies rarely experience the historical data to statistically isolate the cause in addition to effect relationships associated with individual marketing elements. This is exponentially boosted because a new merchandise or service launch is often exactly where we see the particular merger of these kinds of packages of online video, trade show sales space, collateral and buy and sell publication advertising. This kind of renders historical side by side comparisons largely irrelevant.

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