It’s becoming rare to visit a company’s website and not see some type of video on their homepage – explainer videos, testimonial videos, about us videos, etc. And, this is for good reason...
Video can be a powerhouse of a marketing tool, when done right!
With such demand for video production there are many new players in the production space vying for your business. But, with all these new players comes a massively imbalanced mixture of quality, creativity, cost, and (very important) customer service. This puts a lot of pressure on you to find the right partner for your business. Here are some of the things you should think about when hiring a video production company.
QUALITY – The videos you have produced are a direct extension of your brand, and they can harm you as much as they should be helping you. Look at lots of examples and make sure you see consistency in not only video quality, but audio quality. Don’t damage your brand by working with companies or individuals that cut corners.
CREATIVITY – Working in some corporate environments won’t always be the most fostering environment for creativity, but that doesn’t mean you should be afraid to work with someone that may be able to throw some good ideas at you! You don’t have to turn your office into a music video set or anything, but a good videographer can at least supply you with some great shots to liven up your corporate videos. Also, working with a full-service video production company is a great asset because they can develop scripts and storylines for you.
COST – It’s almost always the first thing people ask me when discussing video production and the truth is that there is no one-size-fits-all solution. Professional video equipment is very expensive and the operators that use them are highly trained. They deserve compensation commensurate to their equipment and skill level. Plus, there are so many other variables in pre-production, production and post-production that you need to really take the time to understand all that is going into the whole package. Some people have major budgets for major projects and some have small budgets for small projects, but don’t get caught up in thinking that you will receive an amazing product from someone at a basement price.
I typically tell people there are three pricing levels that you might expect to pay for video production based on a 1-3 minute promotional video that will include everything from pre-production and production to post production and delivery…
As always, there a lot of variables that could effect the above pricing, but the above is pretty consistent with what we see in the market. If you “invest” in a quality production company, you will see great results and will be proud to share what you helped create, so don’t let cost be your only motivator. It may be better to wait and save for a better budget to get the job done right the first time.
CUSTOMER SERVICE – This is often overlooked when people are looking to hire a video production company, but this one can HURT if you pick the wrong set of folks.
Let’s pretend you picked the “killer videos for $499” guy and you have 1 hour to shoot your video. You only have 20 minutes left to get through your script and you’re nervous and you feel like you are being rushed. The guy filming you is scrolling through his phone and getting annoyed with your (very human) oral fumbling. Whelp, time’s up! You can pay more or it’s a wrap… This will leave an awful taste in your mouth and probably won’t result in a very good video for you or your company.
Or maybe you didn’t pick the “$499” guy. You picked a real professional and expect to have your voice heard. There is nothing worse than a know-it-all who doesn’t think you know what you’re talking about (even if you don’t). As the customer, you should always be respected and heard.
So, properly vet and do your homework to help make your video and the process a great success.
At the end of the day, video production is a complicated art and not a commodity. This is an industry where you truly get what you pay for.
LANE Media & Productions is a full-service video production company in Chicago. We produce corporate videos for a wide arrange of mediums including TV and the web.