How Television Production can Improve your Image
| Category: PR/Publicity and Media | Date: 2003-08-20 |
We all know about the importance of appearances. Humans automatically make judgements about people based on how they look, their clothes and their voice.
Our judgemental nature even extends to the products and services that we buy. Packaging design, point of sale displays and the look and feel of advertising guide our purchasing decisions.
By studying what information people use when choosing products and services, marketing managers understand the benefits of conveying a consistent and appropriate brand image to the public.
High quality goods will always be presented to customers using high quality advertising. This is why expensive cars always have beautifully presented and printed brochures. Have you ever leafed through a Mercedes Benz brochure and couldn’t bear to throw it out because of the quality? Imagine how you would have felt about the car had it been printed on poor quality paper with shoddy pictures and badly written text.
It is the same thing with marketing video production.
While watching your corporate video, your customers will be left with an impression of what type of business you are and what to expect when doing business with you.
If your television program happens to be radically down-market than your up-market product suggests, then you create cognitive dissonance in your prospects. This will mean that your viewers will be left with an uneasy feeling that something isn’t quite right with your company and will automatically distrust your message.
This is obviously a state that you want to avoid at all times.
Many of you will be familiar with JB HiFi, who claim to have the cheapest prices for CD’s and audiovisual equipment. Their television advertising looks cheap, but surprisingly; it is made with high-end production gear that is then “grunged” down. You can imagine how confusing it would be to customers if JB HiFi advertising looked expensive.
Yet, it is a quality production that uses scriptwriters, a professional voiceover and experienced cameramen to ensure that the value for money message is clearly communicated. If it were made using low-end television production gear and an average production team, the result would be too down market and not at all convincing. The high sales generated by the current ads would not be produced, either.
When planning a corporate video production, it is always important to know what kind of image you want your company to portray.
As a rule of thumb, to produce a good quality television program, it must be made using:
· A strategic and well thought out script that takes into account your marketing message. Too often production houses provide corporate videos that contain pretty pictures, but are not focused on getting the right message across.
· An experienced A-grade cameraman who can properly focus the camera, correctly use lighting, the right lens, filters, tripod and most importantly, know how to frame shots correctly.
· A broadcast quality camera (that means it is accepted by television stations) to be used for all shots. Viewers are used to watching television shows and expect that kind of quality in promotional video production. Beware of cameras that look like a toy, as the results will be amateurish.
· A fully trained editor who knows when to correctly edit shots and combine music and titles for maximum impact.
A well thought out and professionally created television program will create a positive impression in the minds of your prospects. This is particularly important when promoting to overseas buyers who need proof that you are an impressive and trustworthy company.
However, a poorly produced audiovisual communication tool can be devastating to your image and can actually work against you.
Roger James, a Network Manager at Austrade knows first-hand the power of expertly produced television productions, after viewing countless videos aimed at international buyers. He says, “When you get a promotional video made it must be professional otherwise you do yourself a disservice. It’s worth spending money on a video so it looks slick and high quality. Poor efforts just turn people away and are counter productive”.
If you are interested in forming a positive impression in the minds of your prospects, the only answer is producing a strategic, well-crafted and appealing television production. In this day and age, when appearance matters, no company can afford to risk their reputation.
About the author.
mc@digicast.com.au
www.digicast.com.au
Our judgemental nature even extends to the products and services that we buy. Packaging design, point of sale displays and the look and feel of advertising guide our purchasing decisions.
By studying what information people use when choosing products and services, marketing managers understand the benefits of conveying a consistent and appropriate brand image to the public.
High quality goods will always be presented to customers using high quality advertising. This is why expensive cars always have beautifully presented and printed brochures. Have you ever leafed through a Mercedes Benz brochure and couldn’t bear to throw it out because of the quality? Imagine how you would have felt about the car had it been printed on poor quality paper with shoddy pictures and badly written text.
It is the same thing with marketing video production.
While watching your corporate video, your customers will be left with an impression of what type of business you are and what to expect when doing business with you.
If your television program happens to be radically down-market than your up-market product suggests, then you create cognitive dissonance in your prospects. This will mean that your viewers will be left with an uneasy feeling that something isn’t quite right with your company and will automatically distrust your message.
This is obviously a state that you want to avoid at all times.
Many of you will be familiar with JB HiFi, who claim to have the cheapest prices for CD’s and audiovisual equipment. Their television advertising looks cheap, but surprisingly; it is made with high-end production gear that is then “grunged” down. You can imagine how confusing it would be to customers if JB HiFi advertising looked expensive.
Yet, it is a quality production that uses scriptwriters, a professional voiceover and experienced cameramen to ensure that the value for money message is clearly communicated. If it were made using low-end television production gear and an average production team, the result would be too down market and not at all convincing. The high sales generated by the current ads would not be produced, either.
When planning a corporate video production, it is always important to know what kind of image you want your company to portray.
As a rule of thumb, to produce a good quality television program, it must be made using:
· A strategic and well thought out script that takes into account your marketing message. Too often production houses provide corporate videos that contain pretty pictures, but are not focused on getting the right message across.
· An experienced A-grade cameraman who can properly focus the camera, correctly use lighting, the right lens, filters, tripod and most importantly, know how to frame shots correctly.
· A broadcast quality camera (that means it is accepted by television stations) to be used for all shots. Viewers are used to watching television shows and expect that kind of quality in promotional video production. Beware of cameras that look like a toy, as the results will be amateurish.
· A fully trained editor who knows when to correctly edit shots and combine music and titles for maximum impact.
A well thought out and professionally created television program will create a positive impression in the minds of your prospects. This is particularly important when promoting to overseas buyers who need proof that you are an impressive and trustworthy company.
However, a poorly produced audiovisual communication tool can be devastating to your image and can actually work against you.
Roger James, a Network Manager at Austrade knows first-hand the power of expertly produced television productions, after viewing countless videos aimed at international buyers. He says, “When you get a promotional video made it must be professional otherwise you do yourself a disservice. It’s worth spending money on a video so it looks slick and high quality. Poor efforts just turn people away and are counter productive”.
If you are interested in forming a positive impression in the minds of your prospects, the only answer is producing a strategic, well-crafted and appealing television production. In this day and age, when appearance matters, no company can afford to risk their reputation.
About the author.
mc@digicast.com.au
www.digicast.com.au
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