NFIB

Tips for Producing a Company Video
03/ 14/ 2002


Are you tired of thinking about your direct-mail packages being tossed unopened into the omnipresent "circular file?" Then consider making a short video about your company or your products. In today's Workshop, Jeffrey Moses shares a few tips on how to produce such a video quickly and cost-effectively.

* When people receive a video in the mail (instead of the regular direct-mail package), they tend to be curious enough to slip it into their VCR for a quick viewing. This alone could mean that a high percentage of people would look at your video.

* The cost of video production has come down enormously in the last few years -- due mainly to availability of lower-priced computer equipment with video capability. Even so, the production of a video will cost more than production of a direct-mail letter and brochure.

* A full-blown, 20-minute video can cost $15,000 or more. This can be worth it, depending on your needs -- but a shorter video (from 3-5 minutes) may be all you require, and can cost from $1,000-$2,500.

* Contact at least three video production firms when determining production costs. Look in the Yellow Pages under "Video Production Services." Tell them what you have in mind, and supply them with all your printed material so they can get a handle on your company and its products. Ask for samples of previous work, and request specific pricing so that you can compare one company to another.

* Video production is an art and a science, so after you've told each company what you would like, ask for suggestions -- in particular how to cut costs and how to best describe your company.

* After you've decided on the video production company to use, you'll need to work out a script for the video. Use their expertise on this (it should be included in the total price quoted). The script should describe second by second exactly what's on screen and what's being said. Don't be afraid to call in a professional writer if this script isn't written to your satisfaction.

* The video producer will, at some point, need to start filming. He or she will come to your location to shoot some footage, but also may be able to provide a professional set for you in their own studios. This will offer a controlled situation for the best possible lighting, backdrops, etc.

* Testimonials of satisfied customers are very powerful on videos, so line up two or three of your best customers and ask if they would mind being part of your video. Normally you would not pay for this service. The customers can be filmed either at their own location or in the video producer's studio. In some instances, it's more impressive on the video if the testimonials are filmed at the customer's site (especially if your product can be shown in actual use).

* Videos can be reproduced very cost-effectively, usually for less than $1.50 each. Prices vary according to quantity, just like printing.

* When preparing to mail out the videos to prospective customers, purchase special mailing boxes designed for the purpose. Many of the large office supply firms supply these in bulk at very inexpensive rates. Also, there is a special postage rate for videos that is similar to special book rate. Shipment may be a little slower than first-class postage, but the savings should be significant.

* Include a letter and, if you wish, a brochure, along with the video when you mail you packages out. This will strengthen the presentation and give a more complete picture of your company.

* When talking with video producers, ask as many questions as you can. This may be a new field for you, but once you've completed one video, you'll be more knowledgeable for the next production if you find that your mailings are more successful.

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