A corporate movie or video should be professional and is there to add credibility to your message. It is there to shout about your business and will sit on your website as a flag waving multimedia product.
Most companies don’t know where to start when it comes to corporate style video production and why should they. The most important thing to do is write down the main objectives for the production, before you either plan to do the video yourself or you get a professional in to do the shooting for you.
Here are two videos we did for two separate scientific companies. These clients wanted a mix of corporate style and product information rolled into one. For this we had to take a few product shots for their range and then build into that a narrative from the Managing Director and other key personnel. The main objective was to make the video simple and not to exceed 4 minutes in length. We tried to get to the product information as early as we could but the remit was to include key people.
This video also followed a similar path, but we only had one person to interview for this one. It shows the products on the manufacturing floor and works well to establish a real sense of a ‘made right here’ sales message.
If you want to attempt to a video yourself always try to make a list of at least the top 5 content points and then put them into the right order, remembering the rule about creating a highly visually introduction in the first few seconds -- this is vital.
Although a corporate movie is going to be shown on your website it needs to contain the fundamental selling points and main attributes of your business. It then needs to be shot in a way that portrays a creative and stylish flair, as well as giving people what they want to see within the first 10 seconds or so.
To start with, try to imagine what your potential customers NEED to know about your company if they only had 10 seconds to view the video. If people find your production boring they will leave very quickly. It is therefore vital to get across the main points early and then to create something that flows and contains the key areas of your working business. This is usually:
- Answer a quick question -- Do you need?…. (what you assume people are looking for on your site and this will be your product range)
- We have been in business for? and have provided these products/services for?
- Here is an example of what we can do
- This is how we can produce bespoke solutions
- This is how we can get it to you quickly
- This is how we offer customer support
- The product is backed up by a guarantee
And then finish with a quote from either your mission statement or possibly an interview with the CEO, Director or chief of staff. You can also break up the interview into two parts and have a brief interview to cover part of the introduction. This is the place to add a dark background to your set so you can add light text as an effect. Alternatively, add a green or blue screen for a chroma key effect, where you can substitute the green or blue screen with an image or animation. However, this is very easy to get wrong so do your homework and make sure that the set is adequately lit.
Always try to use subtle transitions, music and product shots to engage the viewer and try to incorporate great dialogue and narration to fill in the gaps. Whatever you do though, make sure your audio levels are set correctly so your voice or music does not over power the video images.
If you get the permission from a customer, you can also include a testiomonial or even a short case study video at their premises -- this is very powerful if done properly. Remember, if you are going to do this, pick someone who is very smart and articulate but does not like the sound of their own voice and talk too much. Your video should have a professional feel from start to finish and a customer who feels comfortable in front of the camera is something to take advantage of if you can. Just remember to direct them well and make sure you edit the video correctly!
Your corporate movie needs a great beginning, mid point and sign off to leave the customer with a positive feeling about your company -- make the decision easy for them.
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