Lights, Camera, Action! - Putting Your Business on Video (Part II)
There's an ad on TV these days for the Olympus Pen camera. It seems to shoot very nice video, and the commercial is purportedly shot with the cam (actually two or three of them, by the way). But at the end of the ad, you see the crew sporting an assortment of cameras, boom mikes, lights, dollies and other toys that made it work as a commercial shoot. So while Olympus made a good point with the ad, a full crew and audio gear was still needed to make it work.
We'll fix it in post
Then comes the hard part. Editing, or post-production, is where you put the story you want to tell—the one you planned up front—into a sequence that will best convey your message. Just as involved as the shoot itself, editing can take up to three days to turn a day of shooting into a finished 5-7 minute video. This is where mistakes are fixed, segments are re-ordered, color is corrected, audio adjusted and music and effects added.
Again, it's a matter of planning ahead. In the edit, keep transitions simple and tasteful. Video editing programs are sort of like PowerPoint on speed and steroids. There are lots of cool and funky things you can do, but if they get in the way of your story, they don't do anything for you. And don't forget music! You can get royalty-free tracks from a variety of sources that can add a lot of style to your story.
Video can be a powerful communication tool and engages people in ways that mere words cannot. Whether you do it in-house or hire a professional crew, pay attention to the details. Do all the planning and preparation, take your time, and have a good idea of what you want to end up with when you begin. And when it's done, you'll have a compelling new way to tell prospects why they should come to you.
Noel Ward is Managing Director of Brimstone Hill Associates, which specializes in marketing communications in the printing industry, including video production. He can be reached at 603-672-3635 or via email at email@example.com.