Sometimes, the printed word goes just so far and a prospective client has to see you in action before deciding whether to use your services. But you can’t go around giving a personal demonstration to everyone who’s ever considered hiring you.
In cases like these, you need video.
A promotional videotape can give people a sense of who you are and what you can do for them. They’re a common marketing tool among public speakers, who use video clips of themselves to secure speaking engagements. They’re also becoming increasingly popular among those whose work is highly visual, for instance a whitewater rafting outfit. Others who use videotapes to get the word out about themselves are businesses that want a memorable promotional tool (people remember what they see, more than what they hear) and individuals looking to make a name for themselves in broadcasting circles as an expert source in their field (like the legal analysts who critiqued the O.J. Simpson trial on the nightly news).
A demo-tape should be about five minutes in length. That’s long enough for people to see you in action without taking up too much of their time. A five-minute tape can cost anywhere from $2,000 to $30,000 depending on how fancy you want to get. When figuring out your budget, factor in duplication and distribution costs.
Once you decide whether you need a promotional videotape, and for what purpose, you need to find someone to produce it. Interview at least five producers before settling on one. Find out who they’ve worked with, view their productions and check their references. Ask former clients whether the producer was helpful during pre- and post-production as well as during the production itself.
When interviewing producers, look for someone you connect with right away. There should be chemistry between you and the person who you’ll be working so closely with. The person you settle on should also act in a professional manner. It’s important, especially if you’re a novice, that the producer be someone who doesn’t mind explaining technical details to you and who is always available to answer
your questions.
Sign a written agreement with your producer that you will retain ownership rights of the video. Also, keep the raw footage when the project is finished.
The pre-production phase of your project should include regular meetings with the producer to discuss your concept and how best to get your message across. The producer should help you figure out what will and will not work. This is also the time to schedule days for shooting and nailing down locations for the shots.
Be wary of faddish camera techniques, such as the shaky camera and fast cuts. These can quickly become passé and leave your demo-tape feeling outdated.
For best quality, the video should be shot on beta, not VHS or 3/4-inch tape and audio should be recorded on a separate channel. If you’re going to use a voice-over, make sure it’s a DAT recording, not cassette.
Finally, make sure your video includes a variety of shots, not just a camera fixed in position and left rolling.
A promotional videotape can be a major undertaking, so make sure the final product is something to be proud of. The videotape will represent you when you’re not there, so it should reflect not only what you do, but also the image you want to project.
