Parc Entertainment - A Video Production Company - Birmingham, AL

The number of companies using online video to enhance their brands is increasing everyday. Video is now a marketing necessity, but like any marketing tool, the decision to produce an online video series for your company requires strategy and planning. Online videos take on a variety of formats, genres, and visual styles. The decision to use one style over another will have a significant impact on the public’s perception of your business. So, where do you start?

1. Look for what you like. Spend time watching online videos to see what other people are doing. What formats do you like? What inspiration can you draw for your own business? Make some notes. Save the links.
2. Formulate a Goal. What’s the purpose of this series? Do you want to blast it on a number of different video hosting sites to create a viral sensation? Should it be more targeted? Should the series simply live on your own website, complimenting material already written? Your specific goal will help you narrow your focus and will aid in selecting a specific format.
3. Think Thematically. A video series needs to have consistency and continuity throughout all episodes. This will only serve to solidify your brand and your message. Take a look at what Shredded Wheat is doing with their “Progress is Overrated” campaign. The series has a simple concept, but it goes against the grain of what’s expected. And the message is presented with a strong sense of dry humor.

Like any other venture, producing successful online videos require research, planning, and execution. And when done right, those videos will create greater public awareness for your brand.

I’ve heard it said that video production is 75% furniture moving. There’s a lot of truth in that statement. Shooting on location can be a very intrusive process. There’s a lot of people, a lot of gear, and a lot of commotion. A lot of re-adjusting takes place while on location to make room for the camera, the lights, the crew, etc. Many times I will arrive on location to shoot a corporate video and my client can’t believe the amount of gear my crew and I have brought with us. If your company has hired a video production company to come out and profile your business, it’s important to know what to expect and how to prepare.

In previous articles I have gone over important tips for mapping out your entire production project and scheduling individual shooting days. In this article, I would like to give some advice on how to prepare your office before the production company arrives.

Coordinate

If you work for a large corporation, more than likely you will have to reserve areas of your office in advance. Talk to your office manager. Make sure he/she has the video shoot written on the calendar. Find out which rooms in the building are available and which are not. There have been moments when my crew and I spent valuable time just walking around with my contact trying to find available rooms in which to shoot.

Communicate

Make sure other employees in the office know about the shoot well in advance. Let them know what’s expected of them. Let them know which areas of the office the production company will be using. Make sure that everyone comes to work that particular day dressed appropriately. There have been days when my crew and I have arrived on location, only to discover that no one else other than my contact knew we were coming.

Think Aesthetically

When conducting employee interviews or client testimonials, a video production company will seek out those places in your office that look the best. Usually, a producer and/or director will scout your offices before the shoot, but budget constraints can sometimes prevent a tech scout. So that means it’s up to you to have areas in your office prepared before the production company arrives. Here are a few things to consider:

1. Look for areas in your office that have character and color. Conference rooms are usually bland and therefore not a great option for conducting on-camera interviews.
2. If you have to use a room without much color, can you bring items in from other areas in your office to dress up the set? Artwork, plants, pictures, books? Look for anything that can support the look and the subject matter of your video.
3. Remove any unwanted posters, etc. from the room. Look out for anything in the background that advertises someone else’s brand.

Think Spatially

As mentioned previously, video production can be intrusive. The crew will need furniture and other items moved in order to make room for equipment. Find those areas in your office that provide the most space in which to work. Find out what furniture can and cannot be moved. Also, make note of the most convenient elevators, service ramps, loading docks, etc. to help the crew maintain efficiency as they move in and out of the office.

The most important part of the video production process happens well before the camera starts rolling. A well executed pre-production ensures a more enjoyable and efficient production experience for all involved.

It’s difficult to predict just how successful an online video will be, but all popular videos have one thing in common - great content. That’s rule number one. Create great content and the chances of your video going viral will definitely increase. But using the phrase “great content” is a bit vague. Ultimately, what does this mean? And what factors prompt people to pass videos on to others?

Sarah Wood of Unruly Media offers the following eight characteristics of successful online videos. These “viral triggers,” as Wood describes them, are necessary if you want to turn a passive viewer into an active viewer.

1. funny
2. sexy
3. random
4. surprising
5. illuminating
6. shocking
7. spectacular
8. hyper-relevant

Business owners, freelancers, marketing personnel, public relations officers will at one time or another have to deal with projects and/or products that simply aren’t working right. And clients who have given their time, trust, and money, will be looking to these individuals to correct the situation. They aren’t interested in excuses. They’re interested in solutions. In a previous post I gave out some advice on how to respond to a client’s concerns. Number one on that list was “Respond Promptly,” but in this post I’d like to add one more point to that list - “Be proactive.”

Case in point: I recently signed up with iContact.com to distribute my monthly e-newsletter. A few days ago, I tried to access the site to work on my newsletters, but the site was down. It wasn’t long before an email popped up in my inbox from the CEO of iContact. The company had taken the time to write their customers and explain to everyone what was happening. That email was followed up with others that detailed what went wrong and how their team was correcting the situation. They also used their Twitter account to post real-time updates.

I was thoroughly impressed with the way iContact handled the situation. I’m certain that a potentially disastrous PR scenario was quickly diffused because they took a proactive approach and kept everyone well informed.

If you are responsible for client relations, regardless of your industry, maintaining open and ongoing lines of communication between your company and your clients will reflect positively on your brand.

Shooting exteriors can be tricky, because you have less control over the light falling onto your scene. It would be nice to have access to a one-ton grip truck with shiny boards, silks, butterflies, and HMI’s. But most often you won’t have the budget to acquire all that extra gear. Even without all the fancy grip and electric toys, you can still get some fantastic exteriors. Here’s how:

1. Pay Attention to the Time of Day - Shooting in the early morning or late afternoon when the sun is low in the sky is ideal for exteriors. Conversely, shooting at mid-day when the sun is at its highest will produce nasty shadows on your subject, creating unwanted contrast. If you have to shoot the exterior of a building, scout the location first. Find out when the sun is hitting the front of the building. If the sun is at the back of the building and the front is in the shade, your shot won’t turn out very well.
2. Invest in Lens Filters - Filters are great additions to your camera package and give you a little more control over the way your exteriors look. When placed over the lens, a filter will manipulate the light entering the camera. When shooting on cloudy days, the scene will look flat and gray. Adding a warming filter to the camera will improve skin tones and give more saturation to your colors. A definite must-have, in my opinion, is a circular polarizer filter. A polarizer has a number of different uses:

• Increases the saturation of blue skies - You’ve probably seen video footage shot outdoors where the sky looks gray or even white. Adding a polarizer to your lens will block out the haziness of the sky and will intensify the blues, giving the sky a rich, natural look. You can rotate the polarizer to adjust the intesity of the color.
• Reduces glare - If you’re shooting footage of a lake, river, or ocean, a polarizer will cut down on the amount of sun glare coming off the water, reducing intense highlights within the scene
• Eliminates reflection - If you’re shooting through a window, or a car windshield, a polarizer will reduce reflection off the glass, allowing you to see through the window.

3. Use Reflectors - Even if you can’t purchase large shiny boards or flex fills, sturdy foam core will do the trick. You can use the boards to reflect sunlight back toward your subject. Bear in mind that if you place your subject in the shade, you will have to contend with the contrast between the shaded foreground and sunlit background. If you expose for the background, your subject will be too dark. If you expose for your subject, the background will be over-exposed.

A shoot scheduled at the right time of day, coupled with a few well-placed reflectors and the utilization of lens filters will ensure great exterior footage, even with the smallest of crews.

Last night marked the end of production for my latest short film If Only. I think everyone is relieved that we have finally wrapped. This particular project was plagued with delays and some unexpected problems, but I feel confident that we will make a solid film with high production values.

I have made several short films over the years and I have learned a lot about no-budget independent filmmaking. So, for those who also share my passio, allow me to pass on a few lessons that will hopefully help you in your endeavors.

Don’t let the lack of money prohibit you from getting out and making films. If you have something to say, then say it. But also remember that low-budget

1. Low budget doesn’t mean low production value. The fact that you have little or no money doesn’t autmatically mean that your film will look horrible. But you have to study the ins and outs of cinematography. Ask questions. Practice your craft. Learn by watching what others are doing. Solid execution will give the impression that you spent more than you actually did.
2. Surround yourself with knowledgeable people. In 2004 I wanted to produce a short comedy. However, I was just getting back into production full-time and I didn’t know too many local filmmakers. So I decided to take on every behind-the-scenes role myself. I was the writer, director, producer, editor, cinematographer… I did everything, and as a result the quality of the film suffered. When you make it a goal to direct your film, recruit others to work in key positions. For example, having a talented DP on set to light the scene and run the camera will give you much-needed time to rehearse and direct your actors. It’s easy to get caught up in the technical details and neglect the performances from your talent, unless you have others working with you on set.
3. Things will not go as planned. This is true of even the biggest Hollywood blockbuster, but even more so on low-budget short films. Expect the unexpected. A location will not be available when you need it to be available. An actor will have to reschedule at the last minute because of a conflict with his or her day job. You will get rained out. The police will tell you to shut the whole thing down. You will be forced to eliminate certain camera set-ups (or perhaps entire scenes) due to uncontrollable circumstances. That’s just the way it goes.
4. Always have a plan “B.” This point is a direct result of point #3. When things go wrong, you need to have a contingency plan in place. If it rains and you have to be outside, how can you re-work the story to incorporate the rain? When the owner of a location needs to pull the plug on you for some unforeseen reason, what can you do to complete the scene? A good producer will help you think through these potential problems before they even happen, so it’s important to go over these issues in pre-production.
5. Maintain a comfortable pace while in production. When everyone is getting paid thousands (or even millions) of dollars to be involved with a movie, you can afford to work everyone for 16 hours a day, six days a week. However, when you’re on a low-budget short and everyone is working for free, it’s important to remember that they are doing you a tremendous favor by being involved with your film. Pad out the shooting schedule so it isn’t too demanding. At the same time, be up front with those involved and remind them that filmmaking is a time intensive process. You can’t shoot a five-minute film in thirty minutes. Be respectful of their time, and be honest about expectations.

In my experiences as an independent filmmaker living in Birmingham, I have met a lot of gracious, wonderful people who are eager to see the production industry thrive in this region. And I’m certain that in your own film projects, you will be just as fortunate. Be professional, prepared, courteous, and respectful, and people will want to work with you again and again.

For marketers and PR professionals, timely communication with your audience is important to maintaining a strong brand. In a world where news, opinions, reviews, and customer feedback is almost instantaneous, issues must be dealt with now, not later. You must actively engage in an upfront and honest manner. Consider the following story about director Michael Bay’s recent PR mishap (from Cinematical.com)

Never keep hundreds of people waiting in the rain for hours. Michael Bay, Shia LaBeouf, and Megan Fox did just that in South Korea on June 9. An estimated crowd of 600 fans and press lined up in Seoul early to see the red-carpet premiere of Transformers: Revenge of the Fallen, according to Screen Daily, and were then disappointed when the Transformers entourage arrived 80 minutes late, spending only a few minutes with the crowd. Members of the press were further distressed when the group arrived 30 minutes late to a scheduled news conference the next day, and some staged a walk-out.

Bay has now issued a written apology, explaining that “traveling from another country, and not allowing enough time for airport delays, city traffic and hotel check-in,” and that the press conference delay was due to the “serious pain” he was experiencing from a pulled back muscle. (The group traveled directly from the premiere in Tokyo, Japan.) Damage control was necessary, not only because it’s the right thing to do, but because bloggers had started a campaign to boycott the film in theaters, while local distributor CJ Entertainment insists that interest in the film remains high.

As in the U.S., Transformers: Revenge of the Fallen opens in Korea on June 24. The first Transformers made even more money outside the U.S. than within, so it makes sense to court international audiences, but this incident demonstrates once again that no one likes to be shortchanged or taken for granted.

I particularly like the last line of this article, “No one likes to be shortchanged or taken for granted.” Let your audience know you appreciate them. Communicate with them. Ask for their ideas and input. And utilize the power of video to get your message out to a mass audience.

The office phone rings. You pick it up and on the other end is someone interested in hiring you for their services. You grab a nearby notebook and pen and start jotting down notes as he/sh discuss what their company needs. As the conversation continues, you start to realize that this will be a very exciting and very profitable project. It’s a great moment for a small business owner or freelancer, but sometimes even quality leads can fizzle. It’s the nature of the business. Projects get put on hold for various reasons - no money, new CEO, a new board rotates on, the committee can’t agree on details, your contact gets distracted, etc. Once I was very close to signing a contract with a potential client, but the project was shelved when the company started dealing with some major internal issues. Some leads are extremely courteous and will let you know what’s going on. Others simply drop off the face of the earth. What can you do as a small business owner or freelancer when projects get put on hold?

1. It’s Out of Your Control - The first and most important thing to remember is that you can’t force your contact to sign the contract and send in a deposit. It can be horribly disappointing when you are on the verge of landing a big job, but sometimes you simply have to shrug your shoulders and move on. It’s out of your hands.
2. Don’t Put All Your Eggs In One Basket - Just because that golden carrot is dangling out there in front of you, don’t neglect your other marketing efforts. Do all that you can to develop new business. Don’t count on that one project to sustain you, because it might not be there when you need it the most.
3. Fix a Limit on Your Bids - When submitting a budget to a potential client, I always insert a note that says something to the effect of, “Bid valid for up to ninety days beyond the submission date.” Over time, both the market and your rates will change. The budget you submit should reflect current conditions so that you can earn what is fair. This clause protects you if a project is shelved for many months or even years.
4. Keep Your Name at the Forefront - If you’re contact is MIA, don’t be afraid to keep your name in front of them, but this must be done in a very subtle manner. You never want to appear desperate for the job. The best way to do this is to sign your contact up for your free monthly newsletter. It lets your contact know that you’re still out there by keeping your name in front of them.
5. Check In Via Email - Don’t do this often, because (as stated in #3 above) it makes you look desperate. Usually if the contact needs your services, he/she will let you know. However, it’s okay to check in via email every few months, just to check on the status of the project. If there’s no news after three follow-ups, I wouldn’t contact the company any more regarding that particular job. I would, however, write to them if you have a new demo reel or portfolio available, or if you have some announcement related to your business.

Projects are often shelved because marketing and advertising is the first thing on the choppping block for many businesses. Try not to let it discourage you. You never know when that job might re-surface.

Periods of uncertainty often plague both the freelancer and the small business owner. Staying motivated is key, and everyone has their own methods of self-inspiration. Many people surround their work area with inspiring quotes, just to maintain an aura of postivitity. Here’s a little nugget that I keep taped to my desk. I refer to it from time to time when negative thoughts start creeping in. I’d be intereted to know how you stay motivated.

This is the beginning of a new day.

God has given me this day to use as I will.

I can waste it or use it for good.

What I do today is very important because I am exchanging a day of my life for it.

When tomorrow comes, this day will be gone forever, leaving something in its place I have traded for it.

I want it to be gain, not loss - good, not evil,

Success, not failure in order that I shall not forget the price I paid for it.

I’ve written several posts discussing Web 2.0 and the evolution of media across all platforms. Any person, business, organization, etc. that fails to recognize the participatory nature of today’s media and refuses to get involved, will fall way behind in the areas of marketing, advertising and public exposure. I came across this great video today by Niko Pereira, featuring Henry Jenkins of MIT, who discusses how media is changing. Worth watching.

Henry Jenkins on Transmedia - November 2009 from niko on Vimeo.