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| Video Production Without A Plan Can Be Dangerous |
| Written by Molly Proffer |
| Tuesday, 16 March 2010 08:22 |
|
It's essential to keep your audience in mind from the start of a video project, whether you're making a film for a kindergarten graduation or for a marketing campaign. Video production professionals advise making all decisions about what to say and how to say it based on your intended audience. Many suggest writing to a fifth or sixth grade level, but if you're making a presentation for professionals and experts in any field, elevate the complexity of your script to suit. Any creative interpretations should also be framed with the sensibilities of your audience in mind. Avoid any depictions or references that may be offensive or confusing to viewers.
It's essential to keep your audience in mind from the start of a video project, whether you're making a film for a kindergarten graduation or for a marketing campaign. Video production professionals advise making all decisions about what to say and how to say it based on your intended audience. Many suggest writing to a fifth or sixth grade level, but if you're making a presentation for professionals and experts in any field, elevate the complexity of your script to suit. Any creative interpretations should also be framed with the sensibilities of your audience in mind. Avoid any depictions or references that may be offensive or confusing to viewers. Articulating the goal of your video project will help you make creative choices, and that's a good thing. Do you want to raise funds? Do you want to affect behavior? Do you want to inspire a specific group? Everything about the project planning for these three objectives should be different. For example, suppose you have a client who is related to a teen pop star and can sign her up for your video. If you're making a "don't do drugs" spot for adolescents, that's perfect. But the teenage star isn't our girl if we're raising money for a hospice program or motivating the sales team for Boeing. In each of those cases, the goal of the video production is different, and your creative style must fit the desired response. Video production involves technical skill, but its goal is communication. What are you trying to communicate? What will you tell people to achieve your goal? Sometimes there is more than one option. Consider the anti-smoking video and some of the messages used in recent television commercials made for that purpose. One commercial depicts people placing body bags on a sidewalk in New York City in front of the offices of a tobacco company. The message: Smoking deaths are not just statistics - real people die. Another spot shows a smoker "singing" with an artificial voice box - the consequence of cancer surgery. The message: Smoking could kill you OR make your life miserable. The messages differ slightly but both work to achieve the goal. Although commercial video production is not solely budget driven, cost should always be one of your first considerations. Producing on a small budget can be challenging, but it can also be an opportunity for creativity. No budget for shooting on location? Consider using puppets or dolls! It can be very entertaining while still getting your message across. If you have a larger budget, you will have more flexibility, but you will still need to plan with that budget in mind. All video projects must be completed within a certain timeframe. Do not design a video production that takes more time than you have. Your product may suffer because you may have to cut corners to meet deadlines. Moreover, you will suffer - either by losing money or by giving away time. You will probably also lose sleep in the process! Be sure that the creative choices you make fit the time you will have to complete the project. Before production planning begins, professional video companies must take the time to explain to customers all the ways a specific video can be used. The same video - or versions of the same film - can often be used in more than one way. For example, a short introductory video can be viewed at a trade show, in a meeting, on a website, or in social media. A reputable video production company will determine what types of outlets the client has in mind for the final product. It will save both time and money to make something that works well in all the possible media. Even more important may be educating a customer about the flexibility that effective planning will give them. Using the same video for multiple purposes is good for the client AND the production company. About the Author: Molly Proffer is the Executive VP of Proffer Productions, Inc. - a video production company in Kansas City, Missouri that provides video production services to businesses and nonprofits, associations and entrepreneurs |