When 9 Videos Doesn’t Mean the Cost of One Video Times 9…
Many months ago I recall making mention of a project I was working on that was particularly rewarding.
I don’t mean monetarily, thought it definitely developed beyond the original commission, but the subject matter was particularly poignant. But I wasn’t able to share it or any of the additional videos that resulted at the time because their public release was predicated on the culmination of a marketing strategy, including a new website.
On a hunch, I checked their website tonight (having done so several times over the past few months to no avail), and viola! Their new website is now up with a couple of the videos embedded on the home page that played very nicely. I was impressed. After a quick check I saw that all 9 videos were on the site.So now that they’re public, it’s fair game and I’ll share them with you here.
Since video is all about MESSAGE and marketing is all about MESSAGE, it is inevitable that a topic that is rich can be developed into multiple properties for the benefit of the client.
It is really about educating a client who may not fully realise how unique or valuable his product or service is and offering him a way to maximise the value of a video commission.
In this case, the client wasn’t actually my own. It was the client of a marketing firm, Leapfrog Marketing, that uses my services. But no matter if it’s my client or the client of a Marketing firm, (and I do this in both cases) if the initial brief for video services indicates to me that multiple properties can be obtained from the main shoot for the benefit of the client, I would be remiss to not mention it and the potential economy and benefits in doing so right at the outset.In my experience, in most cases, the client goes for it.
The math is simple.One shoot day, one video.Or one shoot day, 3 videos obtained from the same original shoot material at a considerable discount.
In this case, with Leapfrog’s client Total Community Care, it became evident to me almost immediately that their brief had the potential of multiple video products from the requested shoot of a single video that would be to THEIR benefit.I don’t remember if I mentioned this straight off, but certainly once I shot the initial video (several interviews and relevant B roll), it became evident to me that at least 3 more testimonial videos could be edited from the same material.They agreed.
So one video became 4.
They were so pleased they requested a second video; this time at their corporate headquarters featuring the executives.
This time I noted that they had enough material from the executives for the initial video they requested PLUS 4 more videos from those same interviews that answered Frequently Asked Questions (FAQS). They agreed.
The reason this project was so enjoyable was because the people were so interesting, and interesting people make for an interesting story.
As in almost all my videos, they are interview driven.I (or we, in the case of Leapfrog Marketing) go there with no preconceptions of what should be said and we just interview the people. It is my job to take the hours of interview and distill them down into the marketing story.
These videos were mainly about a Care Company that specialises in caring for paralysed patients with spinal or brain injuries.
The primary video (the original one asked for) was 7 minutes long.Might seem a bit long, but here’s where you just don’t get stuck on some arbitrary time limit like you read about on internet forums.
Consider your intended audience.If you’re paralysed and are looking for a care company, the length of a video has absolutely NO BEARING on whether you are going to watch it or not. It’s the content that matters. You have nothing but time.
It’s not that I made it unnecessarily long. I feel I made it long enough to get the point across with clarity, conviction and emotional impact. I made it for the potential new client for Total Community Care.
Marketing is a subject designed to CREATE WANT. Time (‘videos must be 2 minutes or less due to attention span, blah, blah, blah’) is irrelevant.
Make up your own mind. If you were paralysed and unable to get out of bed or go to the toilet without assistance, much less go shopping or go to the pub, would you watch this?
The following videos were directed and produced by Leapfrog Marketing (Alan Myers – 0116 278 7788) in association with the Video Whisperer.
Primary Commission video
(Shot on Sony PXW X70/Sony HXR NX30, Edited on FCPX, with Color Finale)
And the videos derived from the two shoots:
2nd Shoot, TCC Execs
And the FAQ videos derived from that shoot