It’s been some sort of truly amazing journey. I’ve been within the video and media production business considering that 1981 and on my 30+ years available, I’ve viewed some absolutely extraordinary leaps in the particular industry. To place video in historic perspective, it has been only 22 yrs before I got the plunge into professional video of which Sony, Matsushita, Toshiba, and JVC presented helical-scan recording, which can be the method used since to record on video mp3 recorders. It took almost the entire following 22-year span to create these helical search within recorders into typically the home.

When We started in video production in 1981, consumer video documenting was in their infancy. Most Us homes did not necessarily have a VCR. VHS was even now battling Betamax (what’s that?! ) for supremacy in the home video structure wars. Tape (huh? ) was the staple of professional and advertising online video production and 2″ “Quad” machines (what?? ) were what the “real” broadcast studios used regarding their best quality updating and studio work. Field cameras in a position of producing the best broadcast-quality images cost more than most houses with the time. (And now these possess been surpassed inside quality by today’s consumer camcorders. ) The CD-Rom acquired not yet appear on the field, and internet use was years away. Compressed video and streaming on web site sites were hardly the proverbial “figment” of someone’s creativity. DVDs? HDTV? You’re kidding!

Yet inspite of the incredible technical advances above the decades, many things possess remained constant. The requirement to capture and retain audience interest, find out a story, plus accomplish one’s objectives were all essential to effectively connecting then, and remain so today.

Plus as technological develops have brought affordable high-quality video and multimedia to the fingers of the neophyte, the need to use them “correctly” has remained. Just because you then have a fresh paint brush, that doesn’t make you Rembrandt!

Let’s take Video Production at some regarding the mistakes nevertheless made in workplace corporate video and even multimedia programs:

The particular 8 Mistakes Guaranteed to DOOM Your Corporate and business Video or Multimedia Project:


This is actually the first and primary rule of developing any kind of kind of communications program, yet that is amazing how often it will get violated. This principle is certainly certainly not unique to video or multimedia encoding. In all of the forms involving audio and image communication, its essential to develop an accurate definition of the particular target audience – and remember this.

Market research companies and departments expend immeasureable dollars annually to determine who might receive a communication so that proper product placement, advertising and promotions can easily be done. And even it is funds well spent.

Yet we often notice companies approaching their video and/or multimedia projects with the “Ready, Fire, Aim” approach. They use some sort of shotgun each time a rifle is called with regard to. They try to appeal to many audiences with the hope that this system will serve several purposes. Remember, when you try to be able to appeal to everybody, a person appeal to nobody.

While the same fundamental program can sometimes be applied for different people, it is recommended that different variations or versions end up being developed for all those different groups. It can a simple make a difference to re-edit or re-narrate portions regarding a production. However , efficiency demands that this is planned right from the start of the project.

Thus remember to approach the project using your audience inside mind. Know exactly what their level of expertise or experience is with the topic. This will steer clear of the problem associated with shooting lacking (e. g. wasting their particular time showing or telling them a thing they know) or too high (losing them because a person assume a levels of expertise that they haven’t yet attained).


This goes hand-in-hand with the first item. In add-on to knowing who you are talking to, you need to know what you need them to be able to do or sense after the program has been shipped.

Whenever you can, the aim should be quantifiable. It is undoubtedly easier to measure results in the area of training. Like any good coaching professional knows, pre- and post-training examination tests can quantify the results involving a training curriculum.

Similarly, regarding sales and marketing or communications, detailed testing and even statistics can get gathered about job awareness and perceptions before and following the presentation associated with the overall course package. But each and every of those most likely aren’t the true desired results : the true goal will be pumping up typically the sales figures.

Because in training, it really is desirable to measure the effectiveness the sales or communications process has in meeting the stated targets.

There is some sort of problem, however. Way of measuring of the certain impact of typically the video or multimedia system program is difficult, as the production is usually typically not utilized in isolation. Instead it is normally part of a proposal of other stuff delivered in conjunction with the video or multimedia system.

Ideally, we would like to copy large consumer companies, where extensive market research provides specified analysis of certain advertising and marketing techniques. They may isolate the consequence of personal components of an overall brand marketing method, by way of example. But this specific requires a comprehensive famous background and a really large sample size to help isolate variables and set up causal relationships.

However, this is more difficult inside the business-to-business entire world.

B to B companies rarely have got the historical info to statistically separate the cause plus effect relationships involving individual marketing parts. This is compounded just because a new item or service introduction is often in which we see typically the merger of these types of packages of movie, trade show unit, collateral and business publication advertising. This renders historical side by side comparisons largely irrelevant.

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