How to choose a corporate video production business to make you money, not cost you money

Promotional videos should make you money, Training videos should save you money, Poorly produced video will just cost you money.

Having a video produced can be an involved process but when done well it will play a major role in representing your brand or communicating your message, providing you with a great return on investment. However if produced by the wrong company it can end up being a costly exercise.

It is important to note that video production is an unregulated industry in Australia and as such we are seeing an increasing number of production companies producing work that is nothing short of cringe worthy.

The reason we often see this work is because a large number of our recent projects is reproducing work for companies that had been let down by these “production companies”.

Bad video is such an epidemic worldwide that there is even now an award, “The Sucky Video Awards” dedicated to finding the most spectacularly awful business videos on the web.

Your video should achieve a great return on investment. When seeking a video production company the two most important factors that a producer should be able to demonstrate in their work to achieve this for you is Quality & Purpose.

1. High Production Quality It’s kind of an obvious point but a factor people still frequently miss or skimp on. Poor quality video will result in your message being lost and can even damage your image. High production value in all aspects in the visuals and sound engages and immerses the audience in the message.

2. Purpose
Is the production company a visual communication expert or just an artist?

Your video producer should have a good understanding of marketing and communication. They need to not only be an artist but need to be a master of story telling and marketing. Their goal is to have an excellent understanding of your business and what you want to achieve, not just be motived by capturing images that will look good in their show reel

To summarise the two main points above I present my formula for a successful video campaign:

High Production Quality+ Purpose & Strategy = Viewer Engagement = Message Retention = Behaviour Change = High Return on Investment.

Be sure to comment and let us know what else you think are important qualities of great video or tell us about the worst promotional or training video you have seen?
Also see: 10 tips for choosing a video production company and requesting quotes.