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Promotional Video Considerations
Video and other multimedia messaging is, without question, the most powerful tool for communication, persuasion, and advertisement. There are, however, a number of things to consider when creating video media to promote any company, program, or product. These considerations range from budgetary and timetable concerns to copyright and intellectual property. Before embarking on any promotional video project, I recommend you answer the following questions:
Once you have developed a clear set of parameters and desired outcomes for your project you will need to move into development. Securing a producer like GPS who can walk you through the executable elements of your project is paramount. We will need to know further pieces of information that include but are not limited to the following:
After that there are some things you may want to consider with your content. They are as follows:
Once you have these things in place you will be in great shape for pursuing production of your promotional materials. It is up to you and your organization to determine what route forward will best fulfill your needs.
- What are the demographics of our target audience?
- What will be the most-likely interface through which people will access this content?
- How does this mesh with and support our other promotional efforts?
- What is the overall tone we want this video to strike?
- What are the things we want our audience to feel when they watch this?
- What actions should this content drive the viewer to take?
Once you have developed a clear set of parameters and desired outcomes for your project you will need to move into development. Securing a producer like GPS who can walk you through the executable elements of your project is paramount. We will need to know further pieces of information that include but are not limited to the following:
- What is your timetable? When do you need the final project delivered to you and in what format?
- How much control are you going to want to exert over the project and how much are you wanting the producer to control?
- What is your budget for the project? There will always be costs associated with equipment rental, music rights, etc. This may seem like a negotiation tactic, but it helps your producer exponentially to set expectations. Time is money, so if you don’t have the money, can you spare the time?
- Out of the things you desire for your content, what is their order of priority? You need to be able to communicate what you will be willing to sacrifice in order to achieve a higher priority.
- What are the creative constraints surrounding your project? Do you need to get approval from other stakeholders?
After that there are some things you may want to consider with your content. They are as follows:
- Can your content be repurposed?
- Do you have the music rights to distribute your content in places other than your original agreement?
- Will your content have an accelerated shelf-life, or has it been shot in such a way that it can withstand minor changes to your product over time?
- Do you own your content, or does your producer? If you need any changes, are you wanting to do that on your own, or will you need to contract your producer to make those changes for you?
- How many rounds of revisions (notes) are you allowed at your base price?
Once you have these things in place you will be in great shape for pursuing production of your promotional materials. It is up to you and your organization to determine what route forward will best fulfill your needs.