We could reel off a huge volume of statistics about the power of video in today’s information overloaded world.
Let’s suffice to say that most people know that video is vital to many aspects of any modern business. Customers are demanding it and customers are always right; so you deliver it. Right?
But professional video production demands a precise approach to planning.
Former US President and Second World War Supreme Allied Commander, General Dwight D. Eisenhower is credited with the phrase “Plans are nothing; planning is everything.”
We would argue that this is just as applicable in creating and using a highly effective video as it is in, say, in plotting a politician’s successful election campaign.
Videos today are about much, much more than placing a series of moving images on the most convenient platform.
To achieve the very best achievable ROI, a great degree of thought needs to be put into all the elements required, allied to a clear examination of the company’s objectives and expected outcomes.
The alternative, inaccurate planning, risks reaching the wrong audience and failing to maximise results. That’s tantamount to taking a wad of cash, holding it up and burning it. In other words, a complete waste of precious time and hard-earned money.
Some of the key considerations when planning an effective video campaign include taking an in-depth look at the objectives, agreeing a timeline for reaching milestones, setting an appropriate budget and making sure that the results are analysed.
Success could be seen in terms of including the scale of growth in monthly sales figures. Other parameters may also apply, including brand awareness to a target market but there may also be many other objectives to set.
Another question to answer as part of the planning process is: who do you want the video to appeal to and how does this fit in with your overall marketing or business strategy?
Because different messages appeal to different markets, this will frame the creative strategy, including the type and style of video that is eventually produced.
Determining the type and style of video would also help in deciding what to include in terms of people, buildings, products, key clients and any calls to action.
Including a clear call to action also provides one way of analysing the results but there are many other ways of measuring success.
Spending an appropriate amount of time on the planning process set up Dwight D. Eisenhower for his huge achievements.
It’s a principle we wholeheartedly endorse!