When produced with expertise and skill, video can be a very powerful and persuasive corporate communication tool. But as high-end video technology gets easier to buy, more people are trying the DIY approach – often at their peril – and making mistakes more often.  Here’s how to avoid the big mistakes and get it right from the beginning:

1. You make the message for yourself, not for your audience.
Creating something you will love is easy; creating something that your audience will love and truly care about requires more effort. I’m reminded of a recent advertising campaign that was one of the worst in history (by Yellow Pages) that had a little man jumping up and down saying, “look at me, look at me”.
Most people want to know what’s in it for them. Perhaps Yellow should re-word it to “let’s take a look at you” – the word “YOU” being one of the most powerful words in advertising. Design your video message around your audience and show them how you understand them to really create a powerful connection.

2. You don’t get the right permits or release forms.
You don’t have permits from council for filming; which means filming could be stopped at anytime. You don’t obtain signed release forms from those who appear – which means your video might require a re-edit or the entire video be pulled down from viewing at a later point in time. Big mistake.

3. You decide to do it yourself (DIY).
Video technology has dramatically improved recently, but the drawback is that anyone with a video camera feels that they can make their own corporate or online viral video. Often the results are mixed and sometimes and audio quality is usually the biggest sign of amateur video – making your company look amateur by association.
Still want to go it alone? By all means have a go at DIY, just as long as your brand reputation is not at stake or it’s not for an external audience. You don’t want an amateur video to go viral and ruin your company’s reputation. Which can happen – overnight.

4. You don’t use the medium of video to its strengths.
You think that video is like an automated PowerPoint presentation. You end up with very boring content that no one wants to watch. Video has a number of strengths that should be utilized when delivering a message. See our article on Why Video?

5. You don’t understand the language of video and how it persuades.
Have you ever watched a documentary and felt passionate about the point of view that it portrayed? (Kony 2012 is one example). Often we adopt the perspective of the filmmaker without realising it because they’ve put together a persuasive and powerful statement – even if we previously disagreed with the ideas portrayed.
Video has the power to influence. Professional video producers who understand this know how to help audiences reach a pre-determined conclusion through formulating persuasive communication.

6. Your objectives are not clear. You’re not sure what you want to achieve.
When considering corporate video for online or offline, your objectives should be clear: What do you want the audience to understand, accept and act upon? What are your goals? What do you want to achieve? What do you want the end result to be? What do you want to happen? Answer these questions or at the very least consider them before calling your video producer.

7. You fail to take risks.
A video should take the viewer on a journey. Videos that fail to take risks, or to take the audience somewhere unexpected become easily predictable and boring. No one will want to watch – or more importantly – share your video.

8. You ignore the importance of the first 5 – 10 seconds of video.
Creating a ‘hook’ at the beginning of any video is critical. The first 5 seconds for online videos are the most important. They need to be compelling to draw the viewer in to the narrative. Dull videos don’t do this, or they start off with long introductions or graphical logos. Today’s online audience has a very short attention span and will move on pretty quickly.

9. Your story is non-existent or uninteresting.
Story telling is an art, and if you’re telling an interesting story people will watch, listen and learn. Everyone – since they were children – loves good stories. In fact, we’re drawn to people who are good story tellers (actors, presenters, comedians). Take your viewers on an interesting journey and they’ll love you for it! They’ll share your video with their friends and you’ll have a viral video hit on your hands.

10. You have no (business/communications) strategy.
How does this video fit into your overall business objectives? How will it support the overarching business goals? The purpose of the video should always align with helping the business get to where it’s going – to achieve real-world business goals.

11. You haven’t thought about video distribution.
How will get the video out to your audience? What are the best formats and methods for reaching your target market? How can we follow up on or measure its effectiveness? How do you measure Return-on-Investment (ROI)?

12. You ignore Style Guides.
Is the style of the video in alignment with the rest of your marketing collateral? Is your brand identity clear? If not, the video will only create confusion around your brand – and confusion for your audience. If you disregard your company’s Style Guide and branding guidelines regarding colours, font, use of imagery and so on – the video will actually detract from all your marketing efforts and may actually cause more harm than good. Make sure your graphic designer is kept in the loop.

13. Video by committee.
When everybody wants a say in the video, the video says nothing at all. It’s ok to get others to contribute suggestions, content and ideas however; the objective of the video should be adhered to so that the message can be delivered succinctly. To avoid this problem allocate one person to take leadership in the delivery of your video project.

12. The style of your video has no relevance to your audience or intended message.
A funky styling with graffiti-type fonts and hip hop music might look cool for a surfing video or a company that produces surf wear, but is probably out of place for most corporates.
Many video producers want to create a look similar to something they like that they saw recently but it totally inappropriate to the audience – this says more about the person making the video than it says about the audience its made for and can produce a negative result.

13. You don’t truly understand your audience – or their needs.
This is the big one! If you fail to have a deep and intimate understanding of your audience’s wants and desires your overall message will miss the mark – in a big way.
One of the most common mistakes is when too many assumptions are made regarding who the audience is and what they truly need. When audience “drivers” are distilled and clarified, so too is the effectiveness of the message.
Want to know more about what a professional corporate video production can do for your company?   Contact Inspireworks today to find out more: call us on 1300 885 968 or contact us here.

6th February 2013: Thinking of using TV to reach your audience?   Before you launch into your next TV Ad Production in Melbourne, here’s five little known tips that can save you a packet before you jump in.  Help your brand get the best TV commercial possible that drives sales but won’t blow the budget.  You’ll be suprised!

1. Script pre-approval

Your TV Ad might out-shine the greatest Superbowl commercials (or AFL Grand Final spots here in Melbourne) of all time, however, that won’t mean much if it doesn’t receive approval for broadcast by FreeTV Australia.  This is the body that provides the rating of the commercial and checks T & C’s and other claims you may be making in your commercial.

The most cost effective way to prevent making your commercial only to have it rejected by FreeTV is to submit them a script for a one-off low fee (less than a couple of hundred bucks).  That way, they can draw your attention to any concerns they may have that may deem your proposed Ad unfit for broadcast.   This is one service that is a low-cost investment compared to re-shoots and re-edits and one we recommend to our clients.  A simple concept and a brilliant cost-saver in the end.

2. Voiceover and Actor rollovers

Want to use your ad again next year?  You may want to be mindful that many agents for voiceover artists and actors will expect to “clip the ticket” when it comes time to book your media schedule for the second or third time around.  ”But I own that ad!” I hear you cry.  There are union and non-union voiceover options and actor fees can be negotiated to allow for rights in perpetuity.  If you need help with this,contact our video production studio.

3. Negotiate, negotiate!

Negotiate the best media buying rates with your media buyer to help keep the cost of your TV Ad Production down.  Ask your media buyer what other options are available in terms of scheduling that will help reduce your spend but still provide adequate exposure to reach your target market.

Note that some ad agencies will push harder with the networks than others on your behalf.  We don’t do media buying but can happily point you to the right agency that will work hard for you in this regard.  Get in touch with us for more information.

4. Forecasting your schedule

The tip to saving bucks when it comes to scheduling your ad is to book in advance.  It’s always hard to negotiate when time is NOT on your side.  Also, peak advertising times like Christmas could possibly make it hard to negotiate your media placement value when demand is high. Where possible book early, book ahead.

5.  TV commercial on spec

A competent production studio must ensure that your final TV Commercial meets the correct specifications for broadcast delivery.  When we output TV ads that we’ve made for clients, we know the formula here.   Occasionally we have clients that send us commercials produced overseas or by video production companies unfamiliar with the guidelines here.  This can cause delay in issuing your TV Ad to the networks and faster response times for delivery due to last minute revisions and format changes can lead to extra expense.  Something that’s easy to avoid but important to note.

Partnering with the right video producer for your next TV Ad Production can save you money and heartache.   Television advertising as a medium in its ability to reach the masses is far from dead.   It is still incredibly effective and powerful, particularly for products with broad appeal. For help with your next television advertising campaign, contact our Video Production Studios in Melbourne today on 1300 885 968.  It may cost less than you think.  

But occasionally we too get the tingles, or the giggles and enjoy the pure magic of someone else’s creativity.  And like every great songwriter that has heard a song that they wish they wrote, we too watch films or SuperBowl commercials that we sometimes wish where ours.   You never really know where your next inspiration might come from which is why for me,  corporate video production is an endless search for excellence.

So what professional videos have inspired us?  Here’s one that will warm the heart of any parent (particularly with boys) and any adult who grew up around Star Wars.  Surely George Lucas is responsible for more parodies on YouTube than anyone in history.  But what is it that makes some commercials a YouTube sensation?   As an expert in professional video I can tell you, there’s another series of blogs right there. In the meantime, enjoy this video clip.  We think its special.  What do you think?   Let us know.

If you have a communication responsibility in business and would like to get in touch please do so. A professionally produced corporate video can be incredibly powerful. Contact us today on 1300 885 968 or connect with us on our contact page.

We’re as passionate as ever about achieving great outcomes for our clients when it comes to effective video production.  If you feel inspired over the break and how you might like to engage in corporate video messaging in the first quarter of 2013, feel free to send us some thoughts via our website contact form.  We promise to get in touch as soon as we return.

Take care and enjoy quality time with family and friends.

Regards,

Jonathan Zoch and the Inspireworks team.

20th November 2012:  Statistics just revealed indicate the massive growth in the online video market in Australia for the year. So what does the road ahead look like for Australian businesses and their comms strategy for 2013?

According to new research by Frost and Sullivan, the online video market has had year-to-year growth in Australia of a whopping 58% which is faster than any previous year.

The predications are that the online advertising market in Australia will grow more than 500% by 2017.

So what does this all mean for business communicators like you?

For businesses still lacking a strong online video presence now is the time to start factoring corporate video production into your communication strategy for the new year. Some of the popular corporate videos that been on the rise for Inspireworks during 2012 have included:

• hype reels and promotional programs
• client testimonial videos
• training and induction
• safety programs
• web video production

If your looking toward the immediate road ahead and contemplating how you can reach your prospects, clients and employees more effectively in the new year, (or even this year if you act fast) consider video production to be an essential tool for engagement of your audience.

To find out more contact one of our leading Corporate Video Producers in our Melbourne office on 1300 885 968.

Held at Peninsula at Atlantic, Central Pier Docklands, It promises to be a great lunch with plenty of entertainment, including a ‘Ladies Pamper Lounge’ (sorry guys). The event runs from midday to 3:30pm and tickets are valued at $150 per person. If you’re interested in coming as our guest, please email Jonathan – until stocks last!

The answer depends on whether the filming is considered to be ‘low impact’. As far as Melbourne City Council is concerned, it needs to know, among other things, whether the filming activity:
- has more than six people involved in cast and crew and has equipment/infrastructure greater than one camera and tripod;
- is likely to interrupt normal flow of traffic, pedestrian, bicycles or traders.

If the answer is yes, then a film permit is required. Inspireworks can manage this process for you. Councils typically require 5 – 7 business days to process an application.

If the filming is considered to be low impact, then a permit is not required in Melbourne. Different councils have different guidelines and requirements for filming. Application processes and insurance requirements may also vary. Feel free to contact us for advice or help in regards to your next project that requires the use of public spaces for filming.