In embarking on a video marketing campaign, you need to be aware of some factors. First is a good knowledge of the product and, or service that you or your company is offering to feature what you want to provide. It would be impossible for you to create a compelling story for video marketing. To be included in the “to know” requirement are the platforms where the video marketing story will be shown.
Once you are sure of the product (or service), identify the specific market that you want to target. This means that in the global market, make your classification or segmentation of the specific niches that your product is addressing. For example, a product may match a particular need of the millennial population within a specific social and cultural context. This can be made as an input to the making of the video marketing story.
In a new report from Ascend2, video marketing eﬀectiveness is increasing for 87 percent of companies. This means products or services are being sold more efficiently in a specific market using video marketing. Once you are sure about the product (and brand) to be offered, and the particular market, proceed to create the story. The usual way is to organize a group of creatives and set a meeting for the making of a storyboard.
Begin with a storyboard. This will define the creative concept and outline the possible content of the video story which will be used to write a more detailed script. The storyboard must address the essential question of why should the product be accepted by this particular market, and what benefits would be product offer for this market (or segment).
The storyboard will also define the budget for the video marketing campaign. Historically, a video has been a significant budget expense whether undertaken by small, medium or large companies. The cost is because a video marketing is outsourced to advertising or professional movie companies.
Once the storyboard is approved, hire an experienced scriptwriter to write the movie script as a basis of cinematographic shooting. At this time, all the talents or actors, actresses, presenters needed for the shoots must be assembled and have the storyboard studied. Once the script has been completed, copies have to be given to the head of the company, the director of the video marketing story, the talents, camera operators, the cinematographer and the post-production personnel.
A production set has to be obtained from the company or business head who is the producer of the video marketing campaign. The production set includes the venue(s) where the movie will be shot, the logistics, costumes if any, and the shooting schedules. The marketing head coordinates the roles of the various personnel components. Otherwise, a coordinator can be assigned to this job.
During and after each shooting episode, the video rushes or data are reviewed by the teams if it conforms to the story and the cinematographic aspect of the. All video data are then compiled digitally and sent to the post-production team.
High-end editing is done by the post-production personnel, the chief editor in the presence of the director and the marketing head. Once completed, the distribution aspect of the packaged video content would be implemented.