Is corporate video relevant today and how ?

[Mark Alexander]

Just returned from Thanksgiving on the central California coast (in Creative Cow land). I had no internet where I was so when I got back I was happy to see this thread continued a bit.

In general, I’m seeing that it’s about the perception of “value”. That value may exist in a number of different ways. Internal (staff development, etc.) or external (sales, etc). Many of the folks I’m talking to have not used video much, if at all, in their business, and that’s why, lacking my own, I’m trying to collect statistical and anecdotal evidence of the value of video.

My job is to have the ability to honestly convey to prospects that the video format is truly one of the best tools of communication at their disposal. I feel better equipped to do that. Thanks.

Mark

[Ron Lindeboom]

[Mark Alexander] “Just returned from Thanksgiving on the central California coast (in Creative Cow land).”

So, what city did you visit, Mark?

Next time, give us a shout and we will take you to lunch or something.

Ron & Kathlyn

[Tim Kolb]

[Kris Simmons] “I’ve found over the years that one of the best ways to convince a successful business person that video is worth looking in to is to tell them about a video project we produced for one of their major competitors…”

Hmmm…I’d be careful with that one. Most corporate training we do that has any product-related (or even training…quality control, whatever…) has a non-disclosure agreement attached. Even sharing with a company that we work with their major competitor in these instances is usually a breach of protocol at the least…

If you have two local dry cleaners or something like that that you want to do TV spots for…that might fly, but I’d still step carefully if that’s your approach…

TimK,
Director, Consultant
Kolb Productions,

[Mark Alexander]

Just finished up a piece of Ollalaberry pie from Linn’s in Cambria. Delicious! At some point over two days we were in Cambria, Cayucos, Morro Bay, SLO, Atascadero, Paso Robles. I would love to meet you on one of my trips up there. Besides visiting family and enjoying the sheer beauty of the area, I’m working on a video project for a family member. I’ll be on a ranch north of Cayucos in late Jan or so for that. I’ll give you a holler!

Mark

[John Morley]

Dear Mark,

In the 21st century, a big factor in credibility comes from having a strong Web presence. Credibility on the Web comes from using more effective and advanced technologies, such as motion video. As business makes increasing use of Web sites such as You Tube, as video is increasingly embedded in company Web sites and PowerPoint presentations, as training becomes more screen-centered and less classroom-centered, customers and employees simply expect a business to use motion video, and are less confident in that business if it does not.
Marketing is the hard point. Best of luck with getting these points across.

[Mark Alexander]

John,

First off – great book. I went back to chapter one “Realities of the Marketplace” as part of looking at this question. Very helpful. Where’s the 2009 version?!

My marketing efforts will be focused on content for web based video’s. On that note…

Would you mind if I used your reply in marketing materials ie. John Morley, author of… says…”

Thanks very much,

Mark

[John Morley]

Dear Mark,

Thanks for the kind words about Scriptwriting for High-Impact Videos. I would be flattered by being quoted. Thanks for your professionalism to ask first.

As far as a 2009 edition, every year is a bit too often for a book of this nature. But I am gratified to know there is a demand for it. I listen to the market; it’s smarter than I am.

—
John Morley
Author of Scriptwriting for High-Impact Videos
John@OriginalVision.com

[Chris Blair]

Bill Davis

Essentially, to be allowed to uses your videos to help clients solve bigger problems. I think the rest of what’s being discussed here is relatively marginal.

Oh if it were only that simple! Bill..I agree with what you’re saying and we preach this exact same thing in both internal and client meetings. But the reasons corporations produce videos often defies logic. We recently had a client that had two promotional videos. One was a general “here’s what we do” that ran in their lobby, the other was a DVD that explained the company’s products.

They wanted to update them so we discussed what needed to change and what they wanted to improve from the old videos (produced by another company). They said they needed to meet internally to answer our questions. A week later, we re-convened and they decided they no longer needed 2 new videos, they NOW needed….drum roll please….26 separate and distinct promotional videos!

There were no new burning problems these additional 24 videos solved. We couldn’t get any explanation for the need except some executive decided they needed separate videos about virtually every product and service they offerred.

Conversely, we have huge companies in our city that proudly proclaim “we don’t use video.” Personally…I don’t see how you can be a modern company of any consequence in your industry and NOT use video. So I think a company’s culture and personality plays a HGUE role in thier view of corporate video and marketing materials.

I could tell dozens of stories about clients producing videos for all the wrong reasons, and half-a-dozen more about companies that refuse to use it in any circumstance.

We’ve produced countless videos and TV commercials for companies that are never seen or used! So the question on these is “what was the critical problem that needed solving here?” Well, obviously there wasn’t one. So while you may be astonished that we’re all missing the point, the corporate world is a strange place, where projects are often done because someone “THINKS” they need to be done…or in response to some vague request or initiative.

So while I wholeheartedly agree with you on every point, the truth is that in large ogranizations, sanity and logic are often ignored in people’s quest to “please the boss.” So if the boss doesn’t believe in video, there’s little chance the company will use it. Likewise, if he/she does beleive in it, there’s also a good chance video will be misused.

So I think in reality, corporate video often IS a complicated animal.

Chris Blair
Magnetic Image, Inc.
Evansville, IN
http://www.videomi.com

[Bill Davis]

“We’ve produced countless videos and TV commercials for companies that are never seen or used! So the question on these is “what was the critical problem that needed solving here?” Well, obviously there wasn’t one. So while you may be astonished that we’re all missing the point, the corporate world is a strange place, where projects are often done because someone “THINKS” they need to be done…or in response to some vague request or initiative.”

Clearly I’m not arguing that companies don’t often get this wrong. But after 20 years or so producing corporate videos, I’ve come to the conclusion that it’s IMPORTANT to drill down and understand the underlying rational for the videos my client’s bring me.

I’m not “astonished” that everyone is missing the point at all. For the majority of my early career working with relatively large corporate clients I had the very same mentality. I’d just do my best to do what the client told me they needed. Essentially looking at each project as a “job” that was being run by the client. After each job, I’d move on to the next one.

Around that time I got a gig shooting for the National Speakers Association recording a lot of presentations by high-dollar corporate consultants who worked with CEOs and the like – and started understanding that while a large company will pay X dollars for SERVICES – they’re used to paying many times X dollars for Consultants who look beyond the services and look at the company more holistically. That there’s one rate for services and another whole level for EXPERTISE.

So I simply started trying to understand my clients more fully and started concentrating less on just “getting the video done.”

That simple orientation change made a HUGE difference in my approach to my work.

And on my billings.

Yeah, my clients still make mistakes. (Heck, So do I!) The difference, is that when they make a mistake when they’re working with me – instead of just turning away and shaking my head about it and laughing about how “lame” their corporate culture is, I honestly try to see if I can help them learn to do better using examples from my years of watching corporations work.

They seem to appreciate it. Sometimes, at least.

Go figure.

YMMV.

[Bill Davis]

Amen to that warning.

I just participated in an RFP for video services and heard through the grapevine that one company got instantly knocked out because they led with a video clip from the company they were pitchings’ chief competitor.

Understand that the RFP specified that they wanted “samples that match the proposal scope as closely as possible” So the company thought that since the hiring company was – for example – in the ice cream business – a video they’d completed for a competing ice cream company would be right on point.

Not so much! One look at the competitive logo on the screen and that vendor got knocked right out of the competition.