Having been in this line for quite a while, you get to see the different kind of clients who wants to collaborate. Sometimes, friction can happen and the process becomes very difficult or the end product is unsatisfactory. This hopes to help you get the most valuable out of your partners and everyone ends up going home happy. Here are 10 things you can possibly get wrong about video marketing.
If everyone can do it, then it must be cheap
Happens in the era of graphic design as well as photography and now video, many of you have seen that DSLR is getting cheaper and assume that it will have an impact on cost. To be honest, it barely does. The major cost to make the best video still boils down to hiring people to act, shoot, direct, produce and of course edit your video. This is where the bulk of the money you spend will be going and though the price of equipment has come down substantially, getting trained people to create is still the most expensive thing. It is not just the manual labour, it is the techniques and skills people use to get the product they want in the shortest amount of time.
Everyone can do it
As with wedding videos, just because someone you know owns a DSLR and claims to be able to shoot a video means that the works produced will be the same. As much as I love to hope (and I do pray about this every night) that I can shoot like industry greats like Philip Bloom, it is closer to spending more time behind the scenes planning out the shots I want before I head on set if I want quality work like his. It comes from the years of experience being out working to know sometimes you really only 1 monopod for the job while other time it is ideal to bring everything onto set. Coming back to wedding, find the right videographer or wedding studio that match the style you want for the wedding and chances are you won’t go wrong with it.
It will be done very fast
How I wish every production project can be handled very quickly. This means I got more time to find more companies I can help rather than go through rounds and rounds of revision. It could be improved by making sure both of you are on the same page, right down to each shot detail if possible. This will prevent any last minute changes that usually affect the mood of the story and end up not getting the effect we want to bring into the world. P.S. we spent a long time to develop the creative process to think out a suitable and great idea in an instant, but if it is not followed through at the end, it will result in a poorly delivered message to your audience.
It will be viral
As much as all of us creative wants to pursue the dream of making big hits time and time again, it rarely happens when we work on your brand. No offense, but you are not usually going to create a viral video after you set up your You-tube page with only our video. Chances are it will take a while for you to develop traction and audience for your brand online. This is usually also the swaying motion for companies to approach established You-Tube channel to host their content. The problem? You are helping them develop their audience, not yours. Take the time to find someone that can work with you for a longer period of time to develop your brand and when you have a strong following, then you can become more at ease to disseminate whichever message you want.
It will be crude and disgusting
A lot of You-tubers get slammed for being unsophisticated and unsuitable for a lot of marketing companies because the messaging is too crude for the corporate image. The crowd that was drawn in were the Gen X (90s kids can relate). This means that most of the young adults who have consistently been making hits on Youtube will want to start out a production company based on what works for them individually; in your face crude and disgusting content. The good thing is that if you find someone who is willing to work hard with you, chances are you can develop a content that is suitable for online consumption and yet subtle enough for your brand image.
It is not targeting my audience
Some companies stop the discussion midway because of the assumption that when you are doing marketing online that you are only talking to the unsophisticated teens, tweens and kids. That is not the case all the time. It varies based on your target audience behaviour and if your message is crafted and distributed in the right location. Take for instance you are setting up a Michelin star restaurant, chances are you will not be setting it up in the neighbourhood areas right? But at the same time, it cannot be set up in a place that requires your guest to take a plane, a speedboat, scuba dive, climb a mountain and parachute in order for them to find you right? Understanding how your target audience online behaviour will make sure that your message is being served out at the right time at the right medium.
It is either online or offline marketing
Just like ATL and BTL, it is always a combination of both. Online marketing can reap better results for some brands, but without offline marketing to remind the audience, chances are you are converting a lower chance of sales. Same for some of the brands that have been seeing effects offline. Just being offline only does not help your brand, in fact it could be what is stopping your brand from growing. With the increased in internet consumption, perhaps setting aside 10-20% of your marketing budget yearly to slowly learn and become good at this new platform is ideal.
I don’t need it
This is by far the biggest hindsight in my opinion. Not because it is detrimental to my business, but rather it is the exact thing hindering yours. Heraclitus said “The only constant is change” and if you refuse to adapt, chances are you will soon be left behind. the insatiable hunger of the human pursuit will always drive the market to bigger and better things. If you refuse to get with the times, don’t be surprised if you get left behind.
I don’t see results
Just like planting a tree or raising a kid, it takes time to see results. Remember when you first started your company page on facebook (if you haven’t, please please please do it now). It is tiring with little to no results, even with you spending money to facebook to advertise your brands. However, the growth became more pronounced after a while, 10 likes became a 100, then a 1000 then 10,000 and perhaps you are closing in on the coveted 1 million fans. The internet is a great equaliser for brands and as long as you keep at it, you will definitely see results.
I am afraid of screwing it up
Hey, you and me both. Who wants to hire a guy after he make a “viral” video for his previous client only to have mass outrage online? Not me, that is who. However, this does not mean we swing to the other spectrum either and create safe videos that even grandma will turn off while she is knitting on the rocking chair. Your ideas need to be bold, prominent but also represent your brand image well. As long as this is communicated clearly to your partner, things generally will work itself out in the end.
With these top 10 mistakes to avoid in video marketing, I hope that you can use this list to find out who you should be working with on your corporate image. Great ideas come from a combination of 2 brains, not the forced submission of just 1.