As I have mentioned in a previous post, Forrester suggests that a 60 second video is worth 1.8 million written words. Having recently created a whole portfolio of new collateral for ONI, it got me thinking.
I decided that a 60 second elevator pitch on each of the core solutions we offer would help us position our proposition to an even wider audience and help us communicate to our target market the way they want, not how we dictate.
Having discussed the project internally we settled on a requirement for 10 short videos. I went about selecting an agency for this work and in the video world they seemed poles apart, either ‘top end’ and expensive or ‘quick and dirty’ at the other end of the scale.
This is our brand we are putting in the hands of the agency so I chose the top end of the scale, which was quickly followed by a quote, resulting in me free-falling about 22 inches off my chair.
Now, what you pay for any service needs to be directly associated to what it’s worth to you as a company. Getting caught up in the hype and glamour of film production, I had momentarily overlooked this. Back to reality. Given that our solutions evolve and therefore change, the realistic shelf life of said videos is going to be around 12 months. Do I really want to be investing in new video every year?
I have taken a calculated gamble. You see, we don’t want special effects or clever editing, just clean, contemporary talking heads video, Apple style – like this one.
We already have a HD flip camera which should just about provide adequate quality, we have in-house iMovie skills, which, whilst it’s not the best video editing software, will once again meet our ‘basic’ needs. So the only missing piece here is the lighting and ‘studio’. £495 has just been spent on a studio in a box consisting of a frame, a White backdrop (suits the style we want) and 2 lights with umbrellas.
I am under no illusion that the results will not be as good as if we went with a video production agency, but the fact is, if we change our mind and suddenly decide we want 50 videos produced this year, the only investment is our time.
I am still awaiting delivery of the ‘studio’ but will be sure to post my results on my blog for you all to judge.
Wish me luck and please follow me on Twitter for my latest updates.