Magazine article Marketing

A Brief Guide to Video Success

Magazine article Marketing

A Brief Guide to Video Success

Article excerpt

If you think commissioning a video is a little like walking into a minefield, fraught with dangers, think again.

Problems normally arise when either the production company misinterprets the brief or your company has not been sufficiently involved in the project. This is not surprising when you consider that a lot of companies still prefer to talk directly to a production company about what they think they want, rather than write a brief. Some take the word "brief" to heart and scribble down some broad objectives, with little thought to what can realistically be achieved.

The attitude can be, "they're the experts, I'll leave it to them". Yet, you're the expert on your company and your products. Unless you can clearly communicate what your objectives are, you are losing the opportunity to produce the most effective programme for your needs.

The brief is your most important contribution to the entire production, whether you are working with a regular supplier or putting the project out to tender. It allows you to put your thoughts down on paper and can be used to gauge how well the programme is being produced. It ensures that you are in complete agreement with your colleagues and lays down the conditions under which the programme will be planned and produced.

When preparing a brief ask yourself some key questions:

* Who will see the programme?

* Can you prioritise the audience?

* What's their current knowledge?

* How's their morale and motivation?


* What should the programme achieve?

* If they only remember three impressions or facts, what would they be? …

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