How to Select a Marketing Video Production Company Unless you have a background in video (or are a serious video guru), narrowing down which marketing video production company to work with can be overwhelming. If you disagree, your expectations may not be high enough.

Not all videos are created equal; and if you’re going to the time and expense of investing in video, taking the time to find the right marketing video production company is in your best interest. After all, today’s media savvy consumers have high expectations.

Generally speaking, your gut instinct will help keep you on track. Listen to it. Even if you don’t know a thing about video, there are several ways to separate the cookie cutter production companies from the truly innovative ones. A truly innovative marketing video production company will engage you right off the bat.

First Impressions

When you visit the website, what is your first impression? While this initial impression is just the tip of the iceberg, if it isn’t a positive one, it’s time to move on. After all, it really doesn’t make sense to put your creative needs in the hands of a marketing video production company that hasn’t mastered the art of presentation itself. Featured videos should be the prominent focus of the homepage.

Content is King

Why take the time to read all about the company’s videos when you can cut to the chase and watch a few? Is the video presentation style compatible with your business image? Will it appeal to your target audience? Does it incorporate elements that engage you and make you want to keep watching, or is it predictable and flat? Video production is a highly subjective craft, and it’s important to work with a marketing video production company that has demonstrated an ability to convey the look and feel you’re envisioning. Even before you watch any of the videos, try jotting down a few adjectives that describe the style of video you’re seeking. If those same words, or similar ones, apply to the videos you watch, you’re probably on the right track.

Taking it to the next level

When you contact the marketing video production company, provide the basics regarding what you’re envisioning, and let the production professional take it from there. If you find yourself being bombarded with lots of questions right off the bat, that’s a good sign. The more specifics you’re asked to provide regarding your product and/or service and your unique video marketing needs, the more equipped the company will be to provide you with a truly customized presentation strategy. You shouldn’t spend the entire conversation describing what you’re looking for. At a certain point during the conversation, the focus should shift to narrowing down the presentation style that’s most compatible with your business image & target audience.

Referrals are great, but…

Don’t underestimate your own gut instincts. In addition to contacting a company you have been referred to, take the time to do a bit of research on your own. While investing in quality video production is certainly a worthwhile investment, it isn’t cheap, so make sure you put your marketing video production needs in the right company’s hands.

The bottom line

Once you commit to working with a marketing video production company, you will be communicating with your point of contact quite a bit, so it’s important to find one that you click with creatively and personally. If you have a good idea of what you want, make sure the company can provide you with samples that, at the very least, convey the general look and feel you are going for. Alternatively, if you have no direction at all, the company should be able to take a very basic concept and run with it. If you respect and admire the company’s work as a whole, you can expect to be led in the right direction.

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Jill Howard