Ask the Pro with Jim Frances<br>Corporate Videos: How to Stand Out
So many executives and business owners are using video as a way to communicate with their customers and employees. How do you create a great corporate video, one that reflects well on your professionalism and brands your company in a powerful way?
We talked with Jim Frances, a veteran news, magazine, and documentary television photographer, who has produced video for ABC, NBC, CBS, Fox, CNBC, CNN and MSNBC. Jim and Suzanne are long-time colleagues from their television days at WBZ TV Boston. Jim is now a nationally known video producer, who produced the wonderful videos on our website. We asked Jim for his input on using videos to promote your company.
Q: What are some creative ways to use video to promote your brand or business?
A: Always use the techniques of good storytelling. Hone your message to focus on your strengths and unique qualities. Try to use distinct looking graphics, and provide for feedback/interactivity via the web.
Q: What is involved in producing an excellent, well produced corporate video?
A: We first have to start with a concise, conversational script that is well edited. We consider from the outset who the potential audience is, and what they need to hear. Review the final script for post-production/graphic or additional footage needs, and then do some practice reading the script in front of the mirror, and into a voice recorder. Make sure it is not too long - remember a web video is not the same as a public speaking engagement or a meeting. The screen medium is two dimensional, not three dimensional, so the viewer's attention is shaped differently, and they can wander off easily. Choose a setting to shoot in that is relaxed for the presenter (their office, hotel suite, or even home) and has some interesting background with depth behind the speaker. An experienced Director/Producer should scout the location before the shoot to review a myriad of details such as sound and lighting, props, costume, etc. A teleprompter should be used when shooting, so that the speaker keeps eye contact with the viewer (camera) throughout. After the shoot, post-production weaves the piece utilizing graphics and/or additional footage to elaborate on the content, and keep the viewers visual/aural interest.
Q: What is the biggest mistake that people make when getting ready to shoot a corporate video?
A: There are many, but I think there are two main problems: One is that they write a script that is too wordy (not conversational). A good script is not read off a page, it is spoken from the head and heart. And two, they do not have excellent sound and picture production quality.
Q: What are three steps you can take the day of the shoot to make sure it turns out well?
A: Pre-plan as much as possible, to ensure that the location is quiet and attractive. Have a make-up artist available, at least at the beginning of the shoot. Make sure to do multiple takes of everything... often, it just gets easier and better as your try a script a couple of times.
Q: There is a lot of "home equipment" out there and people seem to be drifting to YouTube as a way to get the message out. What is the right way to produce a powerful, effective video that reflects your brand and your professionalism?
A: Those videos look and sound just like "home" videos. They are not professional productions and as such, they do not represent you as a high quality professional. The best videos use broadcast quality equipment and crews who know how to make you look and sound good. Your brand and professionalism is conveyed best by focusing on short subjects that you have working expertise in, and that compliment other elements of your web-site. Having video of yourself on YouTube is not as good as having viewers on your web site to see and hear what you have to say in the highest production quality.
Q: What advice would you give to someone who is considering a project like this in their 2009-2010 marketing plan?
A: Consider that with improvements and innovation to the web's infrastructure, on-line video is much better now and more important everyday. Effective messaging today requires a video component that engages prospects not just in your organization's product or services but also in your "story" and the people behind your company.
Jim Frances produces broadcast quality videos in high definition, for the web and beyond, and has over 20 years experience. He can be reached at jim@jimfrances.com, or 617-527-1655.