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.

(c) Marie-Claire Ross 2004. All rights reserved.

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.

5. Showing your Product or Service in Action

Sometimes you cannot actually demonstrate your product or service to a client because it is too large to lug around, it is located on other side of world or there is only one prototype that cannot be used.

New products or services that are suitable for use in a range of different scenarios are also difficult to demonstrate.

Using a marketing video that can exhibit how your product works and under what circumstances is a great way for prospects to understand what you are trying to sell.

This is a much better alternative than taking prospect through lengthy operational manuals or worse still, having them rely on their imagination.

6. Extensive Product Range

Your product list is extensive. Not only do your clients not know all of products that you sell, but even your staff have trouble remembering!

Studies have found that we are more likely to remember information if it is shown with pictures. The best way to inform people about your product range (and for them to remember) is to show scenarios in which product can be used.

7. Your Production Process

Your product is made in a time-honoured tradition that takes hours of dedication. Or your product is made from finest quality materials that are only obtainable from a scenic, rural location. Alternatively, your service was developed from years of research by experienced technicians.

Showing your product being made in a manner that is different to your competitors gives you a distinct competitive advantage.

This is one area that you do not want to leave to nice words and pretty pictures in a brochure. To do your company justice, showcasing your production process is an extremely important message to convey.

8.Believable Testimonials

There is nothing more potent than having your happy customers raving on about how wonderful you are to camera.

Written testimonials are often read suspiciously. We're all guilty of reading through testimonials and laughing about their dubious authenticity.

Having a real client talking about you on camera is like having that person tell your prospects face-to-face about how highly they think of you. Of course, testimonial has to look real. Uncomfortable clients poorly reading from an autocue fools nobody!

When done correctly, this is an extremely effective way to promote your business and one that has been used since televisions first appeared in our lounge rooms.

9. Winning Awards

Many savvy businesses know that entering awards can be a great way to cost effectively promote their company.

Submitting your corporate video in an award submission is also a clever technique to distinguish your company from pack.

An added bonus is that your video material may also be included during any awards ceremony stretching your promotional opportunities even further.