The particular 8 Mistakes Guaranteed to Doom Your Corporate Video Production


It’s been some sort of truly amazing journey. I’ve been in the video and multimedia production business since 1981 and in my 30+ yrs in the industry, I’ve observed some absolutely outstanding leaps in the industry. To put video in traditional perspective, it has been only 22 many years before I got the plunge straight into professional video that Sony, Matsushita, Toshiba, and JVC launched helical-scan recording, which is the method used since to report on video recording recorders. It was a little while until practically the entire following 22-year span to get these helical search within recorders into the particular home.

When We started in movie production in 81, consumer video documenting was in its infancy. Most American homes did not necessarily have a VCR. VHS was still battling Betamax (what’s that?! ) for supremacy in the particular home video formatting wars. Tape (huh? ) was the staple of professional and advertising movie production and 2″ “Quad” machines (what?? ) were precisely what the “real” transmitted studios used with regard to their finest quality updating and studio function. Field cameras able of producing the particular best broadcast-quality photographs cost more than most houses from the time. (And now these have been surpassed within quality by modern-day consumer camcorders. ) The CD-Rom acquired not yet are available on the field, and internet make use of was years apart. Compressed video plus streaming on net sites were barely the proverbial “figment” of someone’s thoughts. DVDs? HDTV? Most likely kidding!

Yet regardless of the incredible technological advances above the many years, many things have remained constant. The need to capture and keep audience interest, show a story, and accomplish one’s targets were all essential to effectively interacting then, and stay so today.

And even as technological advances have brought affordable high-quality video and even multimedia to the fingers of the neophyte, the need to use them “correctly” has remained. Only because you then have a paint brush, it doesn’t help make you Rembrandt!

Let’s take an appearance at some of the mistakes nonetheless made in workplace corporate video plus multimedia programs:

Typically the 8 Mistakes Going to DOOM Your Corporate and business Video or Multimedia Project:


This is actually the first and foremost rule of creating virtually any kind of marketing communications program, yet that is amazing exactly how often it becomes violated. This concept is certainly not unique to video or multimedia development. In every forms involving audio and visual communication, it really is mandatory to develop an accurate definition of the particular target audience instructions and remember it.

Market research businesses and departments devote huge amounts of dollars yearly to find out who will receive an information so that correct product placement, promoting and promotions can be done. In addition to it is money well spent.

Yet we often discover companies approaching their very own video and/or media projects with the “Ready, Fire, Aim” approach. Each uses a new shotgun every time a rifle is called with regard to. They try to appeal to a number of audiences with typically the hope that the program will serve multiple purposes. Remember, when you try to be able to appeal to everybody, you attract nobody.

When the same simple program can sometimes be employed for different followers, it is advised that different different versions or versions be developed for all those different groups. It can a simple matter to re-edit or re-narrate portions associated with a production. However , efficiency demands this is planned from the beginning involving the project.

So remember to plan the project along with your audience within mind. Know just what their level involving expertise or expertise is with the topic. This will steer clear of the problem involving shooting too low (e. g. wasting their very own time showing or perhaps telling them a thing they know) or too high (losing them because you assume a stage of expertise these people haven’t yet attained).


This goes hand in hand with the 1st item. In addition to knowing you talking to, a person need to know what you wish them to be able to do or feel after the system has been sent.

Whenever feasible, the goal should be quantifiable. It is definitely easier to gauge results in typically the area to train. Like any good training professional knows, pre- and post-training examination tests can know the results involving a training curriculum.

Similarly, intended for Banuba video editing and marketing or marketing communications, detailed testing and statistics can turn out to be gathered about job awareness and thinking before and after the presentation of the overall program package. But every of those almost certainly aren’t the normal desired results — the true goal is pumping up the particular sales figures.

Since in training, it truly is desirable to gauge the effectiveness the product sales or communications process has in getting together with the stated targets.

There is the problem, however. Measurement of the certain impact of the video or media program is challenging, since the production will be typically not utilized in isolation. As an alternative it is normally part of a package of other stuff delivered in conjunction with the online video or multimedia program.

Ideally, we would like to imitate large consumer businesses, where extensive marketplace research provides outlined analysis of specific advertising and marketing techniques. They might isolate the consequence of personal components of an overall brand marketing technique, one example is. But this specific requires a comprehensive famous background and a really large sample size to help separate variables and set up causal relationships.

Nevertheless, this is more troublesome in the business-to-business modern world.

B to W companies rarely have got the historical files to statistically separate the cause in addition to effect relationships associated with individual marketing pieces. This is exponentially boosted must be new product or service advantages is often in which we see the particular merger of these kinds of packages of video clip, trade show booth, collateral and business publication advertising. This particular renders historical evaluations largely irrelevant.