Once you have worked with a video production company to create a marketing presentation for your business, you might be inclined to hire the same company again when a new need arises. As you and your team estimate the cost, feel free to use the budget from the previous video production as a starting point, but don’t assume that both budgets will be exactly the same.
Different video projects can vary greatly, depending on the size, scope, and style. The budget for building a 4,000 sq. ft. home will be vastly different from building a small cabin in the mountains. Even though they are both considered “houses,” the costs in creating each structure will be different. Even if you are using the same video production company a second or third time, the budget for each video can change. For example, an overview video of the company and its history is different from a client testimonial video. And a testimonial video is different from an internal training piece. These are important distinctions to make, because I don’t want you to be in a situation where you have already budgeted “X” on a new video, and the actual budget turns out to be more than you anticipated. Both client and video producer need to be open and honest about what’s expected and what can be delivered, regardless of how long each they have been working together.
Hall Marketing recently hired us to produce two videos for one of their clients: 1) a 5-minute overview to be used on the company’s website and at sales presentations, along with 2) a 1-minute video to be exhibited at various trade shows. The client, Burdette Dental Lab, is located in Birmingham, AL, and they fabricate a variety of prosthetics for the dental industry (crowns, bridges, dentures, implants, etc.).
These videos were a part of a re-branding campaign coordinated by Hall Marketing. We spent a half-day on location shooting b-roll of the lab and capturing stand-ups with various company representatives. The shorter trade show video is below. Click here to see the complete company overview video. And, if you are interested in knowing more about trade show videos and why they need to be different from other kinds of video content, be sure to read this article.
Although we specialize in video production and website design, every so often we have the opportunity to branch out into other media as well. Take, for example, this case study from last year:
Southeast Urgent Care is a small, family medical clinic in Fultondale, AL. They approached us to see if we could work with them to write and produce a thirty-second radio commercial to advertise their grand opening on July 12, 2010. We had less than two weeks to conceptualize, write, produce, and deliver two radio spots to meet their deadline. Southeast Urgent Care prides itself on respecting the time of each patient, so we wrote a script focused on the idea that Dr. Paul Roberts doesn’t want the patient in his waiting room. He wants each patient back in the exam room as quickly as possible. A professional talent introduces the spot, followed by Dr. Roberts who provides information about the grand opening.
What are you doing to make your customers/clients feel important? Every time I take my children to the doctor’s office, the pediatrician treats them both as if they are his favorite patients. He takes his time in the exam room. He talks to them. He compliments them. He does everything he can to make them feel important. And his attitude is one of complete sincerity. How can you translate that kind of bedside manner to your own customer/client relations? Do you listen to them? Do you take time with them to answer their questions and solve their problems? Are you prompt and courteous in all of your communications with them? Are you personable and sincere? The last thing you want to do is to make your customer feel insignificant.
I remember reading the story of an individual who was interested in purchasing life insurance. When the agent found out that this individual didn’t have any life insurance, the agent shook his head from side to side and in a dramatic fashion said, “Oh no! No, no no no no!” The agent acted as though the world was coming to an end, and the customer was made to feel like a complete moron. Embarrassed, the customer decided to shop somewhere else. Your customers don’t want a lecture. They want someone they can trust to help them find the solutions to their problems. So, it’s important that you become the solution, not the problem. And that starts with the way you treat people.
Back in November we were hired by Hall Marketing to produce promotional videos for one of their clients – Hoover City Schools. The school system offers two counseling programs for Middle School and High School students – Middle Ground and Bridges. The client was interested in producing two videos as a way to introduce teachers, students, parents, and other counselors to the programs. We worked with Hall Marketing on the concept for each video and we met with the client to go over our vision for the project. For the Middle Ground video, former University of Alabama running back Bobby Humphrey served as the spokesman. Footage was shot on location at Hoover High School on December 7. Post-production was completed on January 14. The client plans to use each video on the Hoover City Schools website and in live presentations. Below is the final video for the Middle Ground Program. You can watch the Bridges video here.