The Video Experience: Part One – Three Ingredients of a Successful Video

2381055837_f8b9ef79baSo what is ‘The Video Experience’?  It is a passive 24|7 vehicle for your prospects and customers to experience the essence of your business. Video is a tool to help your prospects and customers ‘feel’ your business. I believe feeling helps motivate people more than logic. When businesses can provide a feeling or experience for their prospects and customers, they increase their chances of earning their business. 

Video is one of the most valuable tools for Internet marketing. Thousands of businesses all over the world create video content to represent their company, and with the viral nature of today’s cyber culture, video is the most effective way to generate prospects.

We have noticed over the last 30 years in the video production business that the main reason companies do not create video or implement a video marketing campaign is that they simply don’t know where to begin. They either don’t understand the process or they don’t have a relationship with a professional video production company. They may also lack the creative vision necessary to design a video campaign to position their business online through video.

At Primeau Productions, we take our clients’ video marketing campaigns seriously. We know what it takes to promote your brand through video. We want to share some of that knowledge, because we truly believe in the power of creativity. Learning how to creatively convey your message is the single most important ingredient in a successful video. That is the purpose of this five part blog series: to help you understand where to begin with a video marketing campaign.

From time to time, with the help of my team, I create video of me speaking about some aspect of audio and video production.  I am about to record the second iteration of videos that reinforce our brand we like to call ‘The Three Ps of video marketing,’ Produce, Publish, and Promote. The Three Please help our clients begin to visualize the video marketing process. At Primeau Productions, we live by these three steps and guide our clients through each one, taking their businesses to heights that basic Internet marketing cannot accomplish.

Where to Begin?

It is a proven fact that video is the most powerful marketing tool available for businesses today. Video is the best method of sharing information about your company.  But how do you get started creating video content and creating a video marketing campaign?

Have you looked around on the Internet to learn what your competitors are doing with video? This can always be a helpful step. We advise our clients to review if or how their competitors are utilizing video before the creative process begins.

We suggest you think about creating video that helps your viewers solve a problem. Try to stay away from video that is self-serving and over the top, bragging about the success of your company. Rather, share useful information that will position your company as an expert in your field.

Three Ingredients in Successful Video

Professional video production companies who possess the three ingredients are worth their weight in gold. They charge accordingly for their services based on three components: creativity, equipment, and talent. The first and most important ingredient is creativity. Creativity is the invaluable ingredient responsible for the success of any video.

I polled my team regarding where they felt creativity came from. Some said that they have to be in a creative ‘mood.’ When you work with a professional production company like Primeau Productions, plan on 30 to 60 days production time to complete your video and marketing strategy. Creativity cannot be rushed.

My creative team also said that location can impact a creative flow. For example, some said that they get ideas in the shower. I suspect many of you reading this can relate. Personally, I believe that one of the controllable ingredients in creativity is to quiet your mind in order to let creative thoughts in.

My team will also use different websites to aid them in their creative process. Stumble Upon or Pinterest are great sites to generate ideas from.

Another comment was that creativity cannot be quantified. Simply put, creativity cannot be measured.

I feel that the following video makes a statement about creativity. It is very motivating and a great example of how creativity ‘works.’ This man started a business and is very creative in his designs and this video.

Ugmonk by Jeff Sheldon from Ugmonk on Vimeo.

The second ingredient of a successful video is modern equipment. Professional video production companies keep their equipment well maintained and up to date. It’s nearly impossible for amateur video content creators to keep up with the trends in video technology, nor for them to have the capital to invest in the equipment necessary to produce professional video.

There are cameras, lighting instruments, green screens, microphones, monitors, headphones, speakers and software programs that must be state-of-the-art in order to produce professional video.

For those that create video with their smart phone – there is no comparison between such a video and a professionally produced video.

Do not use your smart phone to create company video content. It will not help your company at all! What you could use your smart phone for would be client testimonials or brief video clips to use in conjunction with professionally recorded video content.

If you were to buy all the equipment you need to create professional video, then you have to learn how to operate it. Ask yourself this question, “Do we want to make money doing what we do best or do we want to get into the video production business?”

Let’s say you decide to get into the video production business and buy all the right gear to get started. You take the time to learn how to use that gear. What guarantee will you have that you will create a video that builds your fans and followers and eventually prospects? We have learned through 30 years of experience that it’s a good idea to bring in an outside company to help develop your video marketing content rather than do it yourself. An outside professional can identify strengths and benefits about your company that you may overlook.

As for the equipment that you decide to purchase, make sure that it is from a reputable company and that it has features that will benefit your business. Primeau Productions uses Canon DSLR cameras.

DSLR HD video cameras are sleek and portable, making them easy to transport for remote location video recording, as well as quick to set up for in-studio video recording.

Also, the relatively small size of the DSLR camera is much less intimidating to clients who may be a little camera shy. We find that many people confronted with a big camera feel uncomfortable and nervous. The DSLR’s diminutive design can really put your on-camera talent at ease.

However, the camera alone cannot make a shot look great during production. Each shot must be expertly lit using professional lighting instruments. You’ll never know what a modern DSLR camera can really do until you see it used with professional lighting. And lighting means more than illumination; surrounding the subject with bright lights is just as bad as no lighting at all. Key lights, fill lights, soft lights, back lights and spot lights are used to create a mood with light that complements your message and brings out the best features of the subject or products on camera.

An established video production company like Primeau Productions not only has all the equipment necessary to create professional quality video, we will also collaborate with you on a creative design for your video, as well as take you through the three phases of production that we have outlined as Produce, Publish and Promote.

The third ingredient in successful video is talent. Professional video production companies have people on their teams who are very talented. Talent is both learned and developed. Talented people have a passion for their work, and they work hard to build their creative muscles. Talented teams create amazing videos that generate interest and are viewed by a lot of people. Talent is not learned by gaining proficiency with video editing programs. Talent is developed after software programs are mastered. Talent comes from experience.

So where do you begin your video marketing campaign? Begin with a great video production strategy. Think about the ways you can flex your creativity muscles. Also, think about the one thing that differentiates your company from all the other companies considered to be your competitors.

Write down some ideas and then join us for part two of this five part blog series, ‘The Video Experience.’

photo credit: _GGB2017 via photopin (license)

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