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4. Poor production values
While watching your corporate video, your customers will be left with an impression of what type of business you are and what to expect when doing business with you.
A fast way to subconsciously get across
wrong image to your viewer is to have grainy pictures, poorly framed shots and sloppy editing.
A well thought out and professionally created television program will create a positive impression in minds of your prospects. After all, we all watch television and we are used to broadcast quality productions, not wobbly and unfocused shots that scream 'amateurish'.
To produce a good quality television program, it must be made using an experienced A-grade cameraman, a broadcast quality camera and a fully trained editor
5. Target audience is too diverse
Many marketing videos often try to get as many messages out to a diverse audience.
It is very difficult to produce a video that is 'all things to all people'. After all, communicating to primary school students, overseas buyers and consumers all in one video is an extremely difficult feat to pull.
Research has found that advertising that targets a number of market segments results in higher profits than advertising that sells to a mass market.
Likewise, marketing videos that target a small audience are more successful than those aimed at a large audience. It is often wise to produce several television programs for different audiences, rather than cram all of your messages into one confusing video.
6. Let's do a video, just because we can!
It might seem far-fetched but there are companies that embark on commissioning a marketing video without really assessing if they need one.
This can be due to a number of reasons such as using up available budgets, satisfying corporate egos and employees creating work for themselves.
You are probably wondering why a video communication producer would even complain about this situation. The answer is simple.
A marketing video is an effective tool to increase sales in a company. It is actually painful and embarrassing to watch a video that is a shameless waste of company money.
Poorly produced videos might line pockets of some video producers, but they do little to convince future clients that they are worthwhile.
If you are in market for a marketing video, make sure you follow these simple guidelines to ensure your project is a success, rather than destined for rubbish bin.
Marie-Claire Ross is one of the partners of Digicast. Digicast works with organisations who are not satisfied that their marketing and training materials are helping their business grow. She can be contacted on 0500 800 234 (Australia wide) or at mc@digicast.com.au. The website is at www.digicast.com.au.
