Consider Producing a Corporate Video

January 12th, 2010 by John Marianetti

Producing a corporate video isn’t the huge undertaking it appears to be as long as you partner with a smart producer and plan your project thoroughly and efficiently.

A corporate video offers many benefits: attracting new prospects, communicating with current customers, employees, or investors.  There’s a huge economic benefit as well.  I’m a great advocate of shoot once and distribute multiple times for different venues and platforms.  For any project, always plan on shooting enough additional b-roll footage and interviews to edit and re-edit for multiple applications.  This takes some planning and coordinating, but it pays dividends down the road.

Shooting–in most cases–is the most time-consuming and often the most logistically challenging part of a video project, especially if you’re shooting in multiple company locations or facilities and working around an executive’s busy schedule.  So once you’re there, take advantage of the opportunity and start building a video library of footage for later use. This makes it easy to repurpose that footage to create new videos for tradeshows, lobby videos, blogs, banner ads, sales presentations, employee orientation and most especially, videos for your company’s Website.

Embedded Web videos convert into more click-through rates, per hit, than any other form of on-line information.  Expand the distribution of your video to reach the widest possible audience via email and social networking sites. Sending a video to 200 employees, customers or prospects will get a 50% better response than simply sending an email.

Let’s face it; too much text and too few rich-media applications make for a dull Website. With a low tolerance for boredom, Internet surfers quickly abandon sites that do not offer something fresh and attention grabbing. Improved technology allows flash video to load very quickly, but you still want to keep your videos short and concise to assure that a user will hang in there and watch the entire clip.

Television has become the second most popular medium for entertainment, only to be outdone by the Internet, and while TV advertising costs are prohibitive for some companies, Web video is extremely cost effective and will give you the best chance to promote your company, product or service to the widest audience.

–John Marianetti

This entry was posted by John Marianetti on Tuesday, January 12th, 2010 and is filed under Ad business, Creative, MF, Social Media, Technology. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.