When it comes time to hire a video production company, there are a few things to keep in mind that will ensure not only a great experience before and after the production process, but also stronger returns on your investment.
1) Get your message and strategy straight.
Who you are, what are your goals, and how you are going to achieve them is key to any company and brand. If your strategy, brand positioning or message is ill-defined, it will be that much more difficult for your video production company to come up with creative ideas and visuals that fit in.
At contrary, having a strong brand positioning along with a clear strategy will ensure that your video production partner has something they can amplify, magnify, and ultimately deliver on.
2) Define your audience(s), demographics and channels.
I’ve had too many clients who invest a lot into their video only to post it to their website and forget about it. It makes me feel like I’ve wasted my time and eventually it makes them feel like they wasted their money.
Video marketing starts ahead of making the video.
Knowing what the audience(s), demographics and distribution channels are before even starting to write a script will influence the style, format, and overall type of video(s) you create. You should not do the same video if you advertise on FB to millennials or Linkdin to an older professional crowd, on your website or on TV.
3) Prepare a pitch and gather examples
A lot of producers and creatives are ninjas when it comes to understanding an industry or product quickly and efficiently, but at the end of the day, you are the Sensei. You know your product and service better than any outsiders and have probably seen what works and doesn’t within your industry.
If you don’t have any idea of what you want to produce, research it and provide your video production company with a comprehensive pitch that includes any marketing material and background information: on your product/service, on the industry as a whole, and on your strategy to market. If you can, include video references from competitors or examples of styles and format you’ve seen perform well.
Visual ideas are better conveyed…visually. And doing so will ensure that everyone is on the same page, speak the same language, and ready to produce a killer video that is on brand and on message.
4) Understand what a video production company does (and doesn’t do)
A lot of video production companies brand themselves as full service. What this means is that they will take care of the whole production process. This usually includes:
-Casting and location scout
-Identifying and providing the right talents for the shoot (Directors, Director of Photography, Producer, Camera assistant, Sound Engineer, Make up, Stylist etc…)
– Identifying and providing the right equipment. (camera, lighting, grip, sound)
-Animation and VFX
-Sound mix and Music
-Accounting for the project
Basically, a “full service” production company will take your brief and turn it into a finish video ready to be promoted on the web or TV. The only thing you should have to do in the process is say yes or no to the idea proposed and sign a check at the end.
A production company is not a marketing agency however. If you don’t know how to go about defining items 1) and 2), there are plenty of awesome agencies out there who can help you out.
5)Put your money where your (video) is.
More often than not, the price you pay will reflect the resources and talents used. In turn, this will be reflected in the quality you get.
As you’ll probably find out when you start researching your options to produce a video, there is a ton of different offers out there, with varying price tags. Between the solo videographer a friend recommended and the 50+ employees production powerhouse whose videos you love on instagram, you may sometimes find a 10x quote difference for a similar brief. That’s because video production is usually not priced in terms of length or style but based on the resources needed, such as crew, equipment, talents, locations etc…
And you may think: “who cares? What I want to make sure of is that the quality of the deliverables, not how many people worked on set.!” You would be right. But keep in mind that there is probably a good reason for the bigger company to use that bigger crew and the better equipment. They know that each one of these people or piece of equipment will bring an added value to your project and show on screen.
6) Get detailed estimates and research past work
That said, even within a same category, prices do vary and some production companies may have more overhead, or simply be more greedy. So do not hesitate each time you ask for an estimate to demand details on how they got to this number. Looking at quotes like this will not only inform you on how they price each items such as crew members or equipment pieces, but also what each producer thinks your project will take in terms of resources.
According to Forrester, watching a minute of video is worth 1.8 Million words. That’s true for the video you’re trying to make to boost your brand. That’s also true when looking for a video partner. Watching several of their past work both on their website and vimeo/youtube page will give you a good idea of their quality standard (and therefore what you can expect) as well as the types of videos or style they’re really good at.
7) Make time to meet with them and discuss your project in depth.
Unlike other services, video production companies provide custom products that are built from the ground up with each new clients and there is a rarely a one size fits all approach. Think of it as buying an expansive car that have several dozen options that could make it either drive, fly, or go amphibious. You do want to be able to understand each options with the sales man to see what would fit your lifestyle the best (i.e your brand) and what is overkill. And you need to be able to trust that the salesman understands what you’re looking for and has your best interest in mind.
There are lot more things you need to consider if you are hiring for motorsports, Racing like event, They should be the best sports video camera and other equipment for fast capturing to get snap the spice of speedy movements.
At the end of the day, finding a video production company means finding a partner who understands your brand, business, and goals so that what they create do stand out and represent who you are and what you’re trying to achieve.
First and foremost, it is a relationship that has to be built on trust.
So make time to meet with a few of your top contenders either in person or over skype. Not only will you get a better feel on the team and whether you’re likely to have a positive experience with their company, but each one of them may also have different ideas, perspective or approach that could make your next project better and/or cheaper.