Preparing for a Video Production: A Guide for Marketing Executives

Video content is a powerful marketing tool, helping to boost brand awareness, engage audiences, and drive conversions. When partnering with an outside video production company, marketing executives play a crucial role in shaping the project’s success. Proper preparation is key to ensuring the final product aligns with your brand’s goals and resonates with your target audience. Below is a guide to help marketing leaders navigate the video production process effectively.

Preparing for a Video Production: A Guide for Marketing Executives

Video content is a powerful marketing tool, helping to boost brand awareness, engage audiences, and drive conversions. When partnering with an outside video production company, marketing executives play a crucial role in shaping the project’s success. Proper preparation is key to ensuring the final product aligns with your brand’s goals and resonates with your target audience. Below is a guide to help marketing leaders navigate the video production process effectively.

1. Define Clear Objectives For Video Production

Before reaching out to a video production company, it’s essential to have a solid grasp of what you want the video to achieve. Define your objectives and KPIs upfront. Are you creating a brand awareness campaign, a product explainer, or customer testimonials? Setting specific goals ensures that the production company understands your vision and crafts content that aligns with your business objectives.

Key Steps:

            •          Identify the target audience.

            •          Clarify the purpose (e.g., increase website traffic, drive conversions, boost engagement).

            •          Set clear success metrics.

2. Establish a Budget and Timeline for Video Services

Every production requires a budget and timeline. These factors will determine the scope of the video, including the length, production quality, and level of post-production effects. Before starting, make sure you have a realistic understanding of costs and deadlines. While a quality video requires investment, it’s essential to balance your expectations with what your budget can support.

Key Steps:

            •          Get quotes from several production companies.

            •          Prioritize key elements (e.g., animation, location, special effects).

            •          Set firm deadlines for the project’s milestones (e.g., concept approval, filming, final edits).

3. Communicate Your Brand Message and Values with Video Content

Your video should be an extension of your brand. It’s crucial to communicate your brand’s voice, mission, and values to the production team so they can accurately represent your company. Share your brand guidelines, tone of voice, and any pre-existing media assets. Consistency is key, so ensure that your video matches the look and feel of your brand across all channels.

Key Steps:

            •          Share brand guidelines, logos, fonts, and color palettes.

            •          Communicate the tone you want (e.g., humorous, professional, emotional).

            •          Provide reference videos that match your vision.

4. Collaborate on Creative Direction

While the production company will handle the technical aspects, marketing executives should take an active role in the creative process. Collaborate on the video’s style, narrative, and key messages. This will involve brainstorming sessions, scriptwriting, and storyboarding. Be open to the production company’s creative input, but don’t lose sight of your brand’s voice and objectives.

Key Steps:

            •          Review and approve the script and storyboard.

            •          Decide on location, actors, and visual style.

            •          Align the video’s tone with the overall marketing strategy.

5. Plan for Distribution and Promotion

Even before the video is produced, it’s important to consider how it will be distributed. The platform (social media, website, TV, etc.) influences the video’s format, length, and messaging. Marketing executives should plan a distribution strategy that amplifies the video’s impact, whether through paid advertising, organic reach, or influencer collaborations.

Key Steps:

            •          Choose your distribution channels (e.g., YouTube, Instagram, email marketing).

            •          Optimize the video for different platforms (e.g., subtitles for social media, vertical format for mobile).

            •          Plan a promotional campaign around the video launch.

6. Provide Constructive Feedback and Be Open to Iteration

The production process will likely involve several rounds of revisions. It’s vital for marketing executives to give clear, constructive feedback. Be specific about what you want to change and provide examples when possible. At the same time, trust the production company’s expertise and remain open to their suggestions. The best videos are produced through collaboration.

Key Steps:

            •          Review rough cuts and provide detailed feedback.

            •          Communicate changes promptly to avoid delays.

            •          Be flexible but maintain a focus on your brand’s message.

7. Prepare for the Post-Production Phase

Once filming is complete, the post-production phase begins. This involves editing, adding music, voiceovers, and special effects. Marketing executives should stay engaged during this phase to ensure that the final video meets expectations. It’s also a good idea to ensure that the production company provides you with different versions (e.g., shorter cuts for social media) and assets that can be repurposed for future marketing efforts.

Key Steps:

            •          Review the final cut carefully before approval.

            •          Request different formats or edits based on your needs.

            •          Save extra footage or behind-the-scenes content for future use.

Let’s Roll

Preparing for a video production requires thorough planning and collaboration between marketing executives and the production company. By defining objectives, communicating brand values, and staying involved throughout the process, you can ensure the final video is visually compelling and strategically aligned with your marketing goals. At StagePost, we are always there for you step-by-step. We assist in the creative script development to filming, editing, and delivering the finished product. We want your video to be one of the most effective tools in your marketing toolkit.

Take advantage of our free consulting before your next project.

Stagepost, 615-248-1978

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