Tag Archives: Corporate Video

What’s this Corporate Video Production all about then?

Old school we know, but many clients still use the term ‘Corporate Video’ to describe the range of services we offer at Video Artisan.  The modern vernacular for this service is varied – but includes any video content used within your business.  This includes promotional videos, advertising films, documentaries and corporate event coverage. What ever it is you’re looking for – Video Artisan can deliver.

Furthermore, we pride ourselves on creating video content that helps our clients to grow and prosper.  We don’t just shoot and cut video – we craft something with purpose. Working closely with our clients we help them to focus on the viewer and how they should respond and react.  The video might be about selling products – but we can also create content to augment your other branding activities. It could be something more educational – or purely just creating video content for you to share online.  Maybe you want to develop a range of information films – or create a one-off company film? If you do therefore, Video Artisan has the skills and creative talents to deliver a cost-effective solution for your next video.

Business Video Production in Essex

We are based in Loughton, Essex – the spiritual home of video.  Our studios are well connected – with a local tube station, the M25 and a choice of two airports nearby. We can be in Central London in a flash. And let’s not forget the beautiful Epping Forest which sits just outside our door.

In addition, we offer freelance operatives on camera and for video editing.  We’ve got tons of kit with all the usual cameras, lenses and technical backup you would expect.

Video Training

Bespoke Video Training

The continued rise in demand for online video has seen us providing bespoke media and video training packages to all manner of clientele. In the past month, this has included basic one-to-one coaching to local businesses though to specialist aviation industry training as far away as Brunei!

Though online video has been with us for some years, organisations are now really starting to understand how video can drive their business forward. And, for many, buying in video training and doing it themselves is the most logical way to achieve this.

CAT Video Training

A great example of how a Video Artisan bespoke video training package can help a business grow is our relationship with CAT Publications (Conference And Travel Publications). CAT have been creating print, online, educational and research content for the international events industry since 1987. Their editorial expertise and industry knowledge has helped them maintain their position as the most trusted resource for anything “events industry” related.

CAT are not shy about harnessing the power of video though. We have produced many films for them in the past five years – with numerous event documentaries on their M&IT Awards, Agency Challenge and Masterclasses. However, the next logical step for them was to start repackaging their extensive editorial output into a video format. The long-term aim is to create a vibrant online video channel of up to the minute news content and comment on the events industry across several their publications.

Video Training at CAT
Everyone enjoying the video training at CAT

Having already experimented outsourcing the the video element of this with their Intellectual Capitals product, they soon realised the most cost-effective and time-efficient approach would be to invest in the skills of their existing editorial team. They obviously didn’t need any guidance in journalism – but a well-structured video training and support package would enable them shoot, edit and produce compelling content, in-house. This would mean they could get their video content out faster and build even greater engagement with their audience.

More than just Video Training

Apart from the video training element of this service, Video Artisan also helped CAT with their investment in the kit needed for their in-house productions. This included specifying a lightweight camera system suitable for roving reporters, video editing software and all the video accessories needed to create professional looking videos (see notes below on the kit).

The initial training was spread over two days – starting with the principles of creating video interviews, developing a house-style and basic camera craft and sound recording techniques. Practical filming assignments were then followed with guidance on how to package up footage and other media assets using Edius editing software. The final steps included outputting settings and how to share content on social media platforms and achieve the best possible search engine visibility.

This is very much an ongoing relationship with CAT. The initial support package means we are going to be very instrumental in helping them to create their first two or three real pieces of video content. By then they should be well on their way to achieving their goals. However, as their video channel develops, there will be further involvement from Video Artisan that will see CAT evolve into the leading resource of video news and feature content for the events industry.

Your video training needs

Our main strength at Video Artisan is our ability to shape and develop video training services for any application or size of organisation. Through our extensive industry contacts and partners we can offer complete media training solutions – covering technical, creative and on-screen performance coaching to broadcast standards. If you’re thinking of creating your video content in-house, please get in touch for more details on our bespoke video training services. Email kevin@video-artisan.com or call 020 3602 3356.

NOTES: Video Artisan specified the JVC GY-HM170 compact 4K camera, E-Image EG03A2 tripod and accessories – sold as a bundle through ProAV . Additional filming kit included RODE NTG1 shotgun and Filmmaker Kit radio mic system. This configuration was chosen because its ability to easily shoot in either automatic, semi and manual modes – enabling their journalists to concentrate on the story but giving them the ability to develop their manual camera control skills over time.

Edius Pro 8 editing software was chosen for its ease of use and ability to incorporate source material in a range of formats. This is also the main editing system used by Video Artisan and therefore enabled easy remote support to CAT on future projects.

Video training with Edius
Video training with Edius
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Awards Event Documentary production

M&IT Awards 2017

Yet another Awards Event Documentary

This is the third time we’ve been commissioned to create an awards event documentary for CAT Publications.  It was very special this time though as it was their 30th Annual Awards.  That’s some achievement.  It was also another great reason to create an awards event documentary to remember it by.

This is an amazing event, attended by more than 1,300 key people from the top organisations in the meetings and events industry.  Its purpose is to celebrate and reward the very best across a wide range of categories.  This includes hotels and conference venues, agencies, airlines and banqueting providers.  Like all the best awards nights, the winners are not revealed until the awards night itself to an ever-so excited audience.

Awards Event Documentary A&O

The purpose of this Awards Event Documentary isn’t purely for prosperity though.  CAT use these films as a part of their marketing activities for the following year’s event.  In fact, the film is one of their most powerful tools in sharing the atmosphere and scale of the event.  For anyone who has not attended the awards before, this short awards event documentary will give them a pretty good idea of what to expect.

Furthermore, the film plays an important role in attracting entries in future awards.  As the only awards scheme in the events industry which is voted on by the end user, they are extremely highly valued.  The film therefore had to show the impact that winning an award has on the recipient’s business.  Likewise, the film had to impress the value of brand association for future sponsors.

Production process

The narrative for this awards event documentary was pretty much set in stone.  Shooting was therefore straight forward, with three camera crews recording the general atmosphere shots.  We also had two fixed cameras covering the main presentations.  The main host was TV’s Eamonn Holmes – and along with various guest speakers, provided the main structure to the edit.  In addition, winners were pulled backstage after their presentation to be interviewed by another camera team to captures their elation.  Whilst this was an extremely quick turn round it also gave us the opportunity to ask them their views on the event in general.

The backstage interviews, along with the winner’s stage presentation, were also cut into individual short clips.  These were then sold to the winners post-event for them to use within their own marketing to promote their success.  This enabled CAT to recoup some of their investment in the creating the documentary. (see example here)

Editing the main Awards Event Documentary was made easier by the excellent neon drumming performance by Spark!  They were spectacular on the night and provided us with a dramatic up-beat soundtrack to cut to.

Video Artisan and CAT Publications

This is just one event we work on for CAT Publications each year.  Other events include their series of masterclasses for the events industry – and also the ever-popular Agency Challenge events at which we provide video team-building challenges for the delegates.  There’s another one of these coming up in July.

More information

If you are organising an awards event, or any other corporate event that really would benefit from being made into a short documentary, then give us a call.  You might be surprised at how a little investment in a video film could take your event to the next level.  Call Kevin on 020 3602 3356 or email kevin@video-artisan.com

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How to create great video marketing content

Great Video Marketing

Once upon a time with Video Marketing

The rapid rise of Video Marketing has been good for Video Artisan – but this also presents its challenges. To create content for a truly-effective video marketing campaign it’s no longer sufficient just to create any old video. The novelty of video has, almost, worn off; the stakes have increased.

You’ve now got to be able to tell an amazing story in order to make your video marketing shine through. Thankfully, there’s an amazing story within any business or marketing task. Video Artisan’s role is to help you find it, wrap it in video and tell it.

A video marketing story worth telling

Quite often, finding the story is the biggest part of our challenge. But every now and then a commission comes through where there’s a really good story to tell and a client who knows that a video marketing film is the best way to tell it. The Chris Fletcher ‘Stretcher’ commission was an excellent example.

The purpose of this marketing video is to tell the story of former Royal Marine, Chris Fletcher – and how this Afghan/Iraq conflict veteran came about inventing an in-uniform stretcher system to help speed up casualty extraction and save lives. Its potential audience is wide and varied – and hopefully the film carries enough interest to captivate anyone. This includes those who are never likely to need to be extracted from a battle zone. Whilst the roots of the system are in the military field, it could be just as beneficial to those involved in any kind of rescue or emergency service.

But more importantly this marketing video’s role is to help Chris, and his investor, Jon Hunter, to tell a consistent and compelling story when presenting the system to those who are likely to adopt it.  This could be during a formal presentation or simply shared online.

A timely story

One of the challenges, especially for online video, is to compact your video marketing story into the shortest possible time. But sometimes you need to break through that magic 120-second time limit (the maximum duration Google advise for video marketing). At 5 ½ minutes the film is probably too long to be called an ‘Elevator Pitch’.  It’s actually better described as a ‘Pilot’. It sets the scene and tells their story so far, but there’s much more to come from Chris and Jon and they plan to use video marketing to tell the ongoing story too. Keep an eye on it!

The cover price of Video Marketing

Video marketing needn’t be an expensive option. This film took just four days to produce – including setting up a very basic website for the video to sit on. You’ll be able to workout the rough costs for this kind of commission by looking at our Rate Card.

If you’re ready to tell your video marketing story now – please get it touch for a no-obligation consultation and discover how little you might need to invest. Call +44 (0) 20 3602 3356 or email kevin@video-artisan.com

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Commissioning a Product Launch Video

Product Launch Video title
A quick guide to the benefits of creating a product launch video

If you’ve got something to say… say it with video! This is especially true when it comes to launching new products. As video gains more and more traction as the preferred means of absorbing information over the internet, a product launch video has become the favourite communication tool for many manufacturers and marketing professionals. And it’s not just ideal for manufacturers – but also services industries, hospitality-based businesses and all manner of professional service providers. If your offering is all shiny and new then you’ll want to show it off in the best possible way.

What’s so great about a product launch video?

The overriding benefit of product launch video is that it can communicate your message, your brand identity and the key selling points of your product or service in a few minutes or less. Your client’s attention span is becoming shorter and shorter, and with so much information available to them online they are always looking for the shortest possible way to make their purchasing decisions. They say a picture can tell a thousand words, well video has at least 25 pictures every second!

A product launch video has many more advantages though. Another significant one is that video now plays a major part in search engine optimisation. If your website doesn’t include video content then it is going to rank lower than one that does. There are also some very neat tools on platforms such as YouTube that will help your product launch video to get seen – and by the right people. These include the addition of audience-pulling metadata, product and customer-focussed tags, geographical information, subtitling and embedded links. Video has become a whole lot cleverer these days, making it the perfect platform for spreading news about your new products and services.

Tom Pellereau
Tom Pellereau – a big advocate of the product launch video

Sharing and syndicating video content has also become very popular. Social media platforms have responded to this and offer various ways to help distribute a product launch video and facilitate onward sharing by users with similar likes and interests. Whilst YouTube and Vimeo are brilliant places to start sharing your content, the likes of Facebook offer additional free and paid-for promotional tools to get your video out to those who are likely to want to see it.

Apart from your own use of your product launch video, your distributors and resellers will also appreciate the benefits of this powerful promotional aid. They too will be able to share the video via their website and through their social media platforms – ensuring your product launch video reaches the furthest corners of the market. And it doesn’t have to be limited to online delivery as Blu-ray and DVD distribution, or large-screen playback at events or exhibitions, are still great ways of getting your message out.

Planning and costing your product launch video

When you launch a new product you have a very small window of opportunity to spread the news – whilst it’s still news! The time it takes to create a product launch video can be extremely short but it is better to plan this into your initial marketing activity and leave plenty of time for your video production company to come up with the best possible creative ideas on how to get your story told.

Every video production company prefers their clients to come to them with clearly defined aim and an approximate budget for achieving it. This way the video production company can limit or expand their ideas in order to provide a treatment which ticks all of your boxes. There is no useful answer a video production company can give to the question, “how much will a product launch video cost?”. Without knowing what’s involved they simply will not know the answer. So, as soon as you’ve think that a product launch video might be right for you, get in touch so you can talk through your aims and objectives in detail.

If you’re in that place now, please give us a call on 020 3602 3356.

Notes: Read the story behind the Nipper Clipper product launch video here.

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Producing an in-house corporate video

DIY corporate video title
Tips on DIY video for your business

Why produce your own in-house corporate video?

There’s probably a thousand reasons why you might want to create your own corporate video and, as a professional video production company, we could probably suggest a thousand reasons why you shouldn’t be doing this yourself. You’ve already come to the conclusion that you need (or want) a video to help achieve your goals. You’ll understand the power of video as a communication tool, and seen it’s meteoric rise as a means of generating website traffic, helping to build brand loyalty, delivering a corporate message and motivating an audience to act in a certain way.

Commissioning a video production has traditionally been seen as an expensive exercise and, right now, you’ll be thinking that it’s going to be cheaper and easier to do it yourself – and with all the right knowledge, kit and experience you could possibly be right. It’s the latter part of that last sentence which presents your greatest challenge. Creating a great video looks pretty easy but the reality is that you’re going to face a steep learning curve and need much more kit than you think if you want it to represent you and your business the right way.

That said you’ve probably heard all this before and are still determined to give it a go. One of the important things about the video production process is that it can be a whole lot of fun – and extremely rewarding when you create something that delivers the results you desire. So here’s some practical notes for those determined to go down this path which highlights the obstacles and challenges you will face.

Getting the message right

Regardless of whether you go down the DIY route or commission a professional video production company to create your film, the one thing you have to do is know exactly what it is you want to say and how you want your audience to react. This is all about getting your message right. To do this successfully you’ll need to know your subject matter inside out, understand the needs and desire of your audience and have the mechanisms in place to allow them to do the thing you want them to do after watching your film. This could simply be buying your product from a website or retailer, registering to attend an event or understand how to use a product. The video might actually require your audience to do nothing other than to establish your product or brand as the market leader.

Once you know your message you’ll need to develop your script – never losing sight of what you are trying to motivate your audience to do. Do not waste a second on anything which deviates from this plan or is added purely to massage your own ego. You might well be the biggest widget maker in the world but unless you can get this information over in a way in which your audience can recognise this as a benefit to them then don’t waste their time with it. Never list features unless you can link them to benefits, and never knock your competitors.

The kit

Video cameras are everywhere these days – on phones, laptops, pads and all manner of devices. And the picture quality they can produce is increasingly impressive. Whilst there are some video production tasks these devices will be OK for, they are far from perfect and will limit what you’ll be able to create – and they will almost certainly fall very short on your expectations in recording sound.

Tiny video camera
Tiny video cameras are great – but not always perfect.

The golden rule of good audio recording (which is equally as important as the pictures) is to get your microphone as close to the subject as possible. In-built microphones found on phones are simply not good enough to capture anything other than general ambient sound – and this is also true of purpose-built video cameras with internal mics. To get perfect audio you’ll also need to understand a little about microphone characteristics and their pick-up pattern – but the golden rule mentioned above is paramount which will often mean recording sound separately from the pictures or use a camera which can accept external audio connections so that you can place the mic close to the subject and yet still film from a distance. Ideally you’ll need a selection of microphone solutions and cables to connect them to the camera.

Keeping the camera steady is also extremely important unless you are trying to create a special effect or give the audience a voyeuristic point of view of a scene. You’ll therefore need a good tripod and a camera which can easily be mounted on it.

Martin shooting at the SSDF
Keeping it steady and level on a tripod

All video cameras these days are very light sensitive, even those found on mobile phones. However, good lighting is about controlling light and creating shadows to give your subject form and interest. Just slapping up a light and pointing it in the direction of your subject is rarely going to give you results that will be pleasing on the eye and look natural. The human eye is always attracted by the brightest part of a scene, so if there are other things in a scene which are brighter than your subject your viewers’ attention will be drawn to them. If you are filming people pay particular attention to their eyes as this is what your viewer will concentrate on – so adding light to give the eyes a sparkle will help keep the viewer’s attention on them.

Video editing software is included on almost every computer or laptop these days – and all of them are capable of doing the vast majority of editing that will be found in your average corporate video. Where they fall short is on the niceties and their ability to correct errors made at the filming stage. The only other challenge of using editing programs is their complexity and ease of use. Your first few attempts at using an editing program will be spent learning how to import your footage and carry out basic cutting of shots – so give yourself plenty of time to get the editing completed.

Other refinements of a more professional editing program will include the ability to add more polished titles and graphics – and also in the control of how the final film is output and distributed. A beefier computer will also help to speed up the editing process as video files are data hungry. Some computers might not be man-enough or up-to-date enough to do the job at all!

The true cost of video production

Assuming you are starting from scratch, a basic video production toolkit will set you back something in the order of £5,000. This would include a proper video camera with external audio connections and controls, a reasonable directional microphone with cables and headphones for monitoring, a video tripod (not a photographic tripod), a couple of lights, a basic computer with free editing software and a bag full of cables and batteries. Armed with this an experienced videographer will be able to turn out something which is watchable – and if you achieve this on your first attempt you’ll have done pretty well.
But with all the best kit in the world and the technical skills to go with it, without a clear idea of the aims and objectives, and a creative way to achieve them using video, the whole exercise is unlikely to give you the results you desire. Whilst a DIY approach might save pennies on paper, bringing in a professional video production company might actually give you a much greater return on your investment.

If you’re planning to start using video on a regular basis then the DIY route could be the best solution by building an in-house team or individuals to manage the video production process. These people will need to be trained and whilst there are various video production training resources available, another solution could be to engage an established video production company to help them produce the first one or two films and perhaps be retained to assist in the process should additional help be required.

Hopefully this has given you a better idea of the challenges facing you. If it’s not dampened your enthusiasm then we wish you every success and hope that you soon start to benefit from using video within your business. If it all seems too much, we’re only a phone call away (020 3602 3356).

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