MAKING YOUR VIDEO DOLLARS WORK

So, you’re thinking about doing a video. Maybe you have a trade show coming up, or you need a new marketing piece for an upcoming product. A video sounds like a good idea, but you’re just not sure it will be worth the cost, especially if you only have one event to use it.  Can you justify the purchase? What about the time you’ll spend on it? Is there a way to make it last? Can you stretch those dollars a little further? Yes. Here’s how…

With a little careful planning, the work that goes into creating one video can be stretched to cover multiple uses, and even several videos. Say you need a marketing video, and also one for training… would you have to do two complete productions, costing you an arm and a leg? Not necessarily. It’s simple: shoot it once, use it over and over again. Get all the b-roll possible in every location you visit, keeping it in your footage library for future use. After all, if you already have the video crew out and gathering footage, why not get a little extra? You may not need it yet, but it will come in handy when you have that last-minute tradeshow or CEO presentation! The cost of video production decreases exponentially when you already have plenty of footage to work with, so taking care to cover all the visuals possible will serve you well, both during the initial production and beyond. Even if you just need to do an update to an existing video, freshening it up with some different footage can make a huge difference, without the huge price tag.

Another way to keep your video production cost-efficient is a simple marketing concept: branding.  Every company or organization should have a good branding strategy, with at least a solid base of a logo, colors, and mission. Visual consistency among your products goes a long way, both in video and in any other sort of media.  Maintaining a cohesive look and feel among your productions allows for quicker recall of the brand for the viewer, which is always beneficial for spreading your message.  It’s also great for cost; a consistent graphic look minimizes the time spent by a graphic artist, and a clear understanding of the company’s brand allows producers and editors to spend less time trying to decipher the company and how to convey their message. Less time spent equals less money spent! Branding is good all around for your company, and can save you some serious cash.

So, here’s what you need to remember when you do your next video: a little planning with your production company can go a long way! Shoot as much footage as you can at once, get a good understanding of your company’s visual branding cues, and reuse what you have. Incorporate that extra footage into your investor report, or add it into a PowerPoint. Spend a little less on footage acquisition in your next video, because you already have some of what you need. Use the graphics from your video in your other presentations to maintain your branding. Whatever you do, try to think ahead… it will pay off!