"Sometimes you come up with an idea that requires creative and technical wizardry to provide an internal client with exceptional value. Then, after the initial excitement has worn off, the scale and difficulty of the task becomes apparent. 
COMMISSIONING A VIDEO
Producing a video has all sorts of marketing benefits, but make sure you consider some of the hidden challenges and costs that are involved.
Like most things, it pays to do a bit of up-front research before you invest in a production. Firstly, you need to be certain of the type of programme you want to produce and why. Is it a short promotional film to be used for marketing purposes, a series of interviews or a dramatised training programme? You must also be very clear about how and where your video is going to be distributed. Too many companies make the mistake of producing a wonderful programme without a clear idea of what they want to get out of it. Is it to increase sales enquiries, enhance corporate awareness or to improve employee performance?
Finding a Production Company
A production company will take responsibility for the whole production. There are plenty about, so finding one is not difficult. The trick is to find one with the credibility to produce the sort of programme you are after. Look at the programmes they have produced and find out about the writers and directors they employ. The majority of people who work in the film and television industry work on a freelance basis and are regularly employed in the non-broadcast market. Just because your programme isn’t being produced for TV, doesn't mean you are not going to attract a talented production team. Above all, make sure that the production company you choose is good at listening to your brief; the last thing you need is a company with its own creative agenda and people who want your film to launch their Hollywood career.
The best way of finding a shortlist of companies is by referral or, if you have seen videos you like, find out who produced them. Alternatively, in the ‘Links’ section on the site, you will find some useful websites with directories of production resources.
The Production Process
Producing a programme involves five very straightforward steps:
Step 1: Treatment — based on your briefing, the production company will produce a short treatment on how they propose to approach and produce your programme. Often this is the first step in determining how much the programme will cost to make. Exotic locations and Angelina Jolie to promote your product or train your staff might not be entirely appropriate or affordable. Therefore, you have the opportunity to discuss and revise the treatment until it is in line with your budget and expectation.
Step 2: Script — this will evolve out of the treatment. Whether you are producing a corporate programme or a training film, there will be considerable drafts until you and everyone involved is satisfied. You might sometimes feel a little out of your depth here, which is why it is important you work with a producer whose judgement and opinion you trust.
Step 3: Pre-production — the run-up to the actual filming. There will be little for you to do, as the production company will be involved with hiring a crew, visiting locations and maybe even building a set and casting actors. It is a highly focused period, as often the filming dates have been agreed and everyone is working to be ready on time.
Step 4: Production — your programme is being recorded and in some instances the spotlight might be on you. Watching the filming will be highly enjoyable and if you have invested in dramatised training, then it can be a good time to invite colleagues to the film set to meet the actors and experience the process.
Step 5: Post-production — this is the editing process, where you see the fruits of your investment come together. The production company will produce a ‘rough cut’ for you to view and give your opinion on. As editing is a flexible process, don’t be afraid to voice your opinion and ask for a change of emphasis if you feel it is required. It is from here that your finished programme will emerge — so it is imperative you end up with something you are happy and confident in.
This stage will also involve the ‘enablement’ of the programme. This means making sure that you have a version in all sorts of different delivery formats, so that it can be viewed in multiple ways. Your want to get maximum exposure for your investment, so you may need versions in VHS, DVD, Flash Movie, Window Media, Real Player etc. If you are in doubt, your producer will advise you.
Your Main Concern … the Budget
If you want to produce a video and have thought about the benefits it can bring you, don’t let cost put you off. Production costs are incredibly variable but will depend upon the type of programme you commission. Obviously, dramatised training with professional actors will be at the high end of the spectrum, but a short corporate video should be feasible from as little as £7,500. If you are concerned about cost, be clear about what you want from it before you start and have a plan in place to recoup your investment. Do this and you will find producing a video hugely rewarding and something that will add impact to the way you market your business.
If you would like to learn more about media-driven marketing, you may wish to read other articles on the site: ‘Personality Branding’, ‘How To Start Podcasting’ and ‘Why Podcasting?’
If you would like to discuss in more detail how you could use video to improve the way you market your business and train your employees, then please contact me directly.
Joe Pélissier