The popularity of video among consumers has been steadily climbing for years, and savvy marketers have been working diligently to meet the demand. Videos are no longer the latest trend, but a critical element of any integrated marketing strategy. Recent HubSpot research revealed that 54% of customers want to see videos from the brands they support, more than emails, newsletters, social images, and even blog articles.
If you haven’t been incorporating video into your marketing strategy – you haven’t been giving the people what they want! But we’re not here to shame you. This is a safe space. You’re here now, and that’s what counts. Whether you’ve filmed a few marketing videos before, or you’re preparing for your first shoot, the experts at Roger West have put together a few quick tips on how to make your next marketing video shoot your best one yet.
The Golden Rule: Always Have a Pre-Production Document
The pre-production document fondly referred to as a pre-pro doc, is a comprehensive collection of every production-related detail you can imagine. Organization is the key to a successful video shoot, and we’re talking about next-level organization. Your pre-pro doc will have details on shoot dates, arrival times, and attendees, plus:
- Shoot objectives, goals, and key dates.
- Timelines detailing makeup, costuming, props, photography, lunch, individual talent schedules.
- Talent list complete with headshots, contact information, and suggested wardrobe.
- Environmental or other safety-specific measures being taken to keep set safe.
- Mood boards for talent styling including outfits and accessories.
- Shot list detailing b-roll and scene-specific filming needs and creative direction.
- Breakdown of each shot with art direction, inspiration, images for food or prop styling.
- Information on how each photo/video captured will be used in post-production.
- Photos and descriptions of scene settings, props, decorations, lighting.
The final element of an effective pre-pro doc is a storyboard. This is the one tool in a video marketer’s toolbox that cannot be forgotten. Your storyboard will be referenced the most throughout your shoot and provides the videographer with an idea of how your video will unfold.
Citizen Kane Wasn’t Produced in a Day – Learn to Plan!
Unlike a video, you can’t push rewind on a production gone bad. If you thought putting together your pre-production document was where the organization stops, we’ve got some bad news for you. It’s not enough to simply have all of your ducks in a row, you need to help everyone else involved get theirs set up too.
At least one week before the first day of shooting, schedule a call to go over the pre-pro doc and discuss all details with each member of the crew. Our pre-production calls always include our partners in video production, Digital Brew. This will eliminate confusion on the day of the shoot and keeps everyone on schedule. Don’t waste the daylight!
You’ve Got to B-Roll with the Punches
Proper planning is imperative to pulling off a successful video shoot, but even the most prepared crew can be thrown for a loop. You could have the perfect script. You could provide superb art direction…but something could still go wrong. That’s why having a plan is so important. When your entire crew is up-to-speed, they can quickly work together to come up with a solution that works best for your artistic vision and marketing gains.
Do you have a great idea for your next marketing video, but aren’t sure how to pull it off? Or maybe you know that you need a video – but don’t have any fresh ideas. Our team has been leading video marketing campaigns for some of the nation’s most beloved brands, and we’d love to help you too. Give us a call.
Maggie Stankiewicz
Communications Strategist
As Communications Strategist for Roger West, Maggie developed outstanding content for a diverse array of clients and created an ongoing strategy to establish the agency’s unique brand voice.