The 8 Mistakes Guaranteed to Doom Your Company Video Production


It’s been some sort of truly amazing journey. I’ve been within the video and multimedia production business given that 1981 and inside my 30+ years in the commercial, I’ve noticed some absolutely incredible leaps in the particular industry. To put video in traditional perspective, it has been only 22 years before I required the plunge directly into professional video of which Sony, Matsushita, Toshiba, and JVC presented helical-scan recording, which can be the method used since to record on video strapping recorders. It took almost the entire following 22-year span to get these helical scan recorders into typically the home.

When I actually started in video clip production in 1981, consumer video saving was in its infancy. Most American homes did not necessarily have a VCR. VHS was still battling Betamax (what’s that?! ) regarding supremacy in typically the home video format wars. Tape (huh? ) was the particular staple of business and advertising movie production and 2″ “Quad” machines (what?? ) were exactly what the “real” broadcast studios used regarding their utmost quality using and studio function. Field cameras competent of producing typically the best broadcast-quality photographs cost more compared to most houses at the time. (And now these have got been surpassed in quality by this consumer camcorders. ) The CD-Rom got not yet are available on the landscape, and internet work with was years apart. Compressed video and streaming on word wide web sites were hardly the proverbial “figment” of someone’s creativeness. DVDs? HDTV? If you’re kidding!

Yet despite the incredible technological advances on the many years, many things include remained constant. The necessity to capture and preserve audience interest, find out a story, in addition to accomplish one’s aims were all essential to effectively communicating then, and remain so today.

And as technological develops have brought cost-effective high-quality video in addition to multimedia in to the palms of the neophyte, the need in order to use them “correctly” has remained. Just because you’ve got a fresh paint brush, that does not create you Rembrandt!

Let’s take a take a look at some associated with the mistakes still made in office corporate video and even multimedia programs:

The particular 8 Mistakes Going to DOOM Your Corporate and business Video or Multimedia system Project:


This is actually the first and most important rule of creating any kind of marketing and sales communications program, yet it is amazing exactly how often it gets violated. This principle is certainly not necessarily unique to video or multimedia coding. In all of the forms regarding audio and aesthetic communication, it is necessary to develop an exact definition of the target audience : and remember that.

Market research organizations and departments invest vast amounts of dollars annually to find out who can receive a message so that appropriate product placement, marketing and promotions can easily be done. And it is money well spent.

Yet we often notice companies approaching their very own video and/or multimedia projects with the “Ready, Fire, Aim” approach. They use a new shotgun every time a rifle is called intended for. They try to be able to appeal to many audiences with the particular hope that the program will serve numerous purposes. Remember, when you try to interest everybody, a person interest nobody.

Whilst the same standard program can sometimes be used for different followers, it is recommended that different versions or versions end up being developed for those different groups. Really a simple subject to re-edit or re-narrate portions involving a production. However , efficiency demands that is planned from the beginning of the project.

So remember to approach the project using your audience inside mind. Know precisely what their level associated with expertise or encounter is with the topic. This will avoid the problem of shooting too low (e. g. wasting their very own time showing or even telling them something they know) or perhaps too high (losing them because a person assume a levels of expertise these people 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 know what you need them in order to do or really feel after the software has been delivered.

Whenever feasible, the objective should be quantifiable. It is undoubtedly easier to estimate results in the particular area to train. While any good coaching professional knows, pre- and post-training examination tests can assess the results regarding a training curriculum.

Similarly, for Apoorv Arora Producer and marketing or marketing and sales communications, detailed testing plus statistics can be gathered about project awareness and perceptions before and following the presentation associated with the overall course package. But every of those almost certainly aren’t the real desired results — the actual goal is definitely pumping up the particular sales figures.

As in training, it is desirable to gauge the effectiveness the sales or communications process has in meeting the stated aims.

There is the problem, however. Description of the specific impact of typically the video or multimedia system program is challenging, as being the production is definitely typically not used in isolation. Rather it is normally part of an offer of other material delivered in combination with the video or multimedia software.

Ideally, we would certainly like to imitate large consumer companies, where extensive industry research provides detailed analysis of specific advertising and advertising techniques. They can isolate the effects of individual components of an overall brand marketing strategy, for example. But this specific requires a comprehensive historical background and an extremely large sample size to help separate variables and set up causal relationships.

On the other hand, it is more problematic inside the business-to-business entire world.

B to B companies rarely experience the historical info to statistically isolate the cause and even effect relationships regarding individual marketing elements. This is exponentially boosted as a new product or service launch is often exactly where we see typically the merger of these packages of online video, trade show presentation area, collateral and industry publication advertising. This renders historical comparisons largely irrelevant.

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