It’s been the truly amazing journey. I’ve been inside the video and multimedia production business since 1981 and inside my 30+ yrs in the commercial, I’ve viewed some absolutely amazing leaps in typically the industry. To put video in historic perspective, it seemed to be only 22 years before I had taken the plunge into professional video that will Sony, Matsushita, Toshiba, and JVC released helical-scan recording, that is the method employed since to record on video tape recorders. It was a little while until nearly the entire following 22-year span to bring these helical scan recorders into the particular home.

When I started in movie production in 81, consumer video saving was in their infancy. Most American homes did not necessarily have a VCR. VHS was even so battling Betamax (what’s that?! ) with regard to supremacy in the particular home video file format wars. Tape (huh? ) was the particular staple of business and advertising video production and 2″ “Quad” machines (what?? ) were just what the “real” transmitted studios used with regard to their finest quality updating and studio job. Field cameras capable of producing the particular best broadcast-quality photos cost more compared to most houses at the time. (And now these have got been surpassed throughout quality by all of us consumer camcorders. ) The CD-Rom got not yet are available on the scene, and internet employ was years away. Compressed video and even streaming on word wide web sites were hardly the proverbial “figment” of someone’s creativeness. DVDs? HDTV? You aren’t kidding!

Yet regardless of the incredible technological advances within the years, many things have got remained constant. The need to capture and maintain audience interest, show a story, in addition to accomplish one’s targets were all crucial to effectively conversing then, and stay so today.

In addition to as technological progress have brought cost-effective high-quality video in addition to multimedia into the hands of the neophyte, the need in order to use them “correctly” has remained. Just because you do have a paint brush, that doesn’t help make you Rembrandt!

Why don’t take an appear at some involving the mistakes nonetheless made in workplace corporate video plus multimedia programs:

Typically the 8 Mistakes Guaranteed to DOOM Your Corporate and business Video or Multimedia system Project:


This is the first and most important rule of creating virtually any kind of marketing communications program, yet that is amazing how often it will get violated. This guideline is certainly not really unique to video or multimedia programming. In every forms involving audio and visual communication, it is imperative to develop an exact definition of typically the target audience – and remember that.

Market research organizations and departments expend huge amounts of dollars each year to determine who can receive a communication so that proper product placement, advertising and marketing and promotions could be done. And even it is money well spent.

Yet we often discover companies approaching their video and/or multimedia projects with some sort of “Ready, Fire, Aim” approach. video production services uses the shotgun every time a gun is called with regard to. They try to be able to appeal to a number of audiences with the particular hope the system will serve multiple purposes. Remember, any time you try in order to appeal to everybody, an individual attract nobody.

While the same basic program can sometimes be employed for different followers, it is suggested that different variants or versions become developed for individuals different groups. It’s a simple issue to re-edit or perhaps re-narrate portions of a production. However , efficiency demands that is planned from the beginning regarding the project.

Thus remember to program the project with your audience throughout mind. Know what their level regarding expertise or experience is with the topic. This will avoid the problem regarding shooting too low (e. g. wasting their particular time showing or perhaps telling them something they know) or too high (losing them because an individual assume a level of expertise that they haven’t yet attained).


This goes hand-in-hand with the 1st item. In improvement to knowing you talking to, you need to know what you want them to be able to do or really feel after the software has been delivered.

Whenever possible, the aim should be quantifiable. It is undoubtedly easier to solution results in the area of training. As any good education professional knows, pre- and post-training examination tests can assess the results of a training program.

Similarly, regarding sales and marketing or marketing communications, detailed testing in addition to statistics can get gathered about project awareness and perceptions before and right after the presentation involving the overall program package. But every single of those most likely aren’t the true desired results – the true goal is pumping up the sales figures.

Because in training, it is desirable to gauge the effectiveness the product sales or communications course has in conference the stated goals.

There is some sort of problem, however. Way of measuring of the particular impact of the video or multimedia program is tough, since the production is typically not employed in isolation. Alternatively it is normally part of a package of other material delivered in association with the video clip or multimedia software.

Ideally, we might like to emulate large consumer businesses, where extensive marketplace research provides outlined analysis of particular advertising and promotional techniques. They can isolate the consequences of specific components of an overall brand marketing method, for example. But this requires a substantial historic background and a really large sample sizing to help isolate variables and establish causal relationships.

On the other hand, this really is more challenging within the business-to-business modern world.

B to B companies rarely have got the historical files to statistically isolate the cause in addition to effect relationships associated with individual marketing elements. This is compounded because a new item or service advantages is often exactly where we see the particular merger of these packages of video clip, trade show sales space, collateral and industry publication advertising. This specific renders historical reviews largely irrelevant.