Are you considering video to enhance the reach of your marketing message?

Video is currently the fastest growing advertising and messaging medium available. It can be a very effective form of branding and marketing especially when it comes to online and the powerful viral reach of social media.

When developing your overall marketing strategies and campaigns the tactic of a video should be heavily considered. Increasingly, companies of all sizes are realizing that video is a highly effective marketing tool when produced properly. What holds many organizations back is the fear of spending their marketing budget on a video production that does not deliver the expected creative result or the return on investment.

Why is this so often the case?

One of the reasons is that many organizations follow the same procedure for hiring a creative company that they do when purchasing a tangible product. They get 3 different quotes from local video production companies and choose the most appealing offer, which often times is the least expensive. The problem with this approach is that it is often extremely difficult to truly compare apples-to-apples in the video creative services industry.

Guidelines to making an informed decision

When looking to hire an agency to produce your video work, there are some things to keep in mind:

• Look for examples and diversity in the range of experience with the different types of video production. This includes: corporate, sales, video news releases, training, news stories, television commercials, etc.

• The agency you select needs to take the time to ask the big picture questions about your target audience and your overall business goals. Too often, many jump into the tactics before really understanding the big picture and how the specific tactic supports the overall business goals.

• Go over the details of the proposal with a fine tooth-comb and understand what skill set is being deployed to produce your video. Does the company provide an executive producer (ensures brand identity and messaging are on point), onsite producer (messaging in the field and overall delivery of intended product), director (technical aspects of production-lighting/sound/pictures) or just a sole camera operator? A strategically produced video employs several skill-sets that will ensure not only the creative goals are met but the overall business objectives and ROI are clearly in synch.

• Equally important to understand is the creative skill-set and techniques available. Will the video be shot in standard-definition or high-definition? Will there be animation, motion-graphics, 2-D or 3-D used? If there is music needed, what are the options for selecting the right piece. Music can often be overlooked or left until the last minute. Music is critical and can set the entire tone and flow of your video.

• Finally--and equally important as the technical qualifications- Did you receive prompt and professional customer service? When you made the inquiry what were your first impressions? Did they listen to your needs and offer helpful recommendations and value added insight. If they are difficult to communicate with during the beginning stages imagine how hard it will be when they are under pressure to meet your deadline.

There is nothing more dimensional and powerful to deliver a message than a creative and strategically thought through video production. Thinking through some of the guidelines above will help you to understand the many layers of a well produced video and help you to make an informed decision when comparing your options.