Blog

Last week we discussed why it’s so very important to do market analysis and know who your target market is (if you missed it, you can check out the blog here). Not only should you have that information for yourself as a business owner or marketing specialist, but you should be able to clearly relay that information to any production company that you hire to provide video services for you.

The professional video company will combine your message with their skills to reach your target audience as effectively as possible.

To that end, you should expect the video production company you hire to ask you several very succinct questions.

Like this one:

What do You Need Your Audience to Know?

The answer to this question is the knowledge portion of your marketing platform.

Whether you are filming a movie, an advertisement, or a training video; whether you are writing the next great American novel, an academic presentation, or a blog; whether you are speaking at an international business symposium, a local church, or to your children over the dinner table, your target audience needs to know certain things when you’re done communicating.

What are those things? What is the baseline knowledge that your target audience needs to have in order for the rest of your message to make sense?

Do they need to know that your prices are better? That your service is environmentally friendly? That your credentials set you above your competition? That quality is your primary focus in production?

What is it? Be clear and be brief. As Forbes said, “Specificity is better than Ambiguity 11 times out of 10. Simple and concise is always better than complicated and confusing.”

How Would You Like to See Your Information Displayed?

Now that you’ve identified what you want your target market to know, you’ll need to figure out how you want that information displayed for the highest impact possible. Be prepared for a professional video company to discuss this with you at length during project development.

graphic from CSP video production

Some display method options to think about:

  • facts and figures,
  • real life impact or verification stories,
  • engaging/trust-worthy verbal presentation,
  • actor dramatization,
  • corroboration by public figures to build confidence.

How This Applies to Hiring a Video Production Company to Produce a Video for You

Video production is a multi-sensory form of communication. Music, voice, lighting, script, and much more work hand in hand to create a captivating and memorable communication experience – part of which is simple knowledge.

Not your knowledge, mind you – your audience’s knowledge.

Giving them this knowledge gives them intellectual reasons to choose you over your competition; to remember you in amid a sea of businesses offering the same service.

Portfolio Example

A few years ago Clear Summit Productions produced a series of videos marketing an after-hours radiology service to hospitals. Our client had a high amount of very technical information to convey to his target audience – an audience who is made up primarily of medical directors and officers for hospitals.

In other words, extremely busy professionals already possessed of a high degree of intelligence and field-specific knowledge.

Here is a link to the last of his series of videos. Our client was precise, informative, and efficient, which was exactly what his target market needed to make a fast, informed decision.

Next week we’ll continue our examination of the legs supporting your marketing platform. Stay tuned.

 

Clear Summit Productions is a Colorado-based video production company that produces video for private, public, and non-profit companies. See our Portfolio page for some of our latest projects.

As a commercial video production company, part of our job here at Clear Summit Productions is to help our customers take their video idea from a rough concept to a finely honed marketing tool.

Why is that part of our job? After all, we provide video services to commercial clients – shouldn’t they already know what they need out of a video production? Yes, they absolutely should. But sometimes they don’t. Or maybe they don’t understand just how important it is.

Our bottom line is this: If we want our customers to become repeat customers (and we do), then our commercial videos need to work. If they don’t work for our clients, then ultimately, we won’t work for our clients.

The Steps to Takevideographer, target audience, video production

This blog and the three that will follow it, outline the steps a business needs to take to ensure a clear message both to their video production company and to their audience.

Step 1: Identify your target market.

Why Your Target Audience is so Important

In 1845, the first American mail order catalog was sent out, and competitive marketing entered a whole new era.

After World War II, production of marketable goods reached such a high that advertising was forced to take huge leaps forward in order to create demand for all the products on the market.

By the 1960s, the market was pretty much saturated and so it remains.

By the 1980s, computer databases could store massive amounts of customer information. This allowed companies to search and identify customer purchase histories in order to accurately market today’s latest widget or service.

In 1974, the term “internet” was coined, heralding a change that would once again take marketing to a whole new level.

In 1989, the first WAIS (Wide Area Information Server) was born. WAIS translates into “search engine,” in today’s language, by the way.

In 1998, a thing called blogging started happening. Also a little company called Google opened. Its first office was in someone’s garage.

Today, at this very moment, there are this many websites in the world. Follow that link for a quick second. Trust us…it’s worth a look.

That number right there is why it’s so very important for you to know who your target market is. Your company and what is has to offer somehow has to get to the people who want what you’re selling. You need to know who they are and how to reach them.

How this Applies to Hiring a Video Production Company

Commercial video is a tool to get your information to your audience. Like any marketing tool it has to work. And in today’s crowded market, it has to work well.

When you’re hiring a professional videographer, expect them to request information about your target audience. They’ll need to know it in order to communicate your message clearly to the people you need to hear it. Knowing your audience definition will help you and them decide things like:

  • voice/tone,
  • demographics,
  • music,
  • lighting,
  • video length,
  • details of the script,

and many other technical details of videography that go into its all-over effectiveness.

Stay tuned for our next installment.

Clear Summit Productions is a Colorado-based video production company that produces video for private, public, and non-profit companies. See our Portfolio page for some of our latest projects.

Greeley: So Much More

Greeley, Colorado, approached Clear Summit Productions and asked for a proposal and bid to make a video showcasing the city. If you know anything about Colorado’s front range, you know Greeley has had a real image problem.

Cow Town?

Deserved or not, Greeley has had a bad rap for being a “cow town.” And while the city does have its roots in the cattle industry, it’s far from a cow town. With a city-written script, we set out to put compelling images to (quite literally) help change the city’s image. We oversaw and recorded the VO, coordinated all shoot locations, shot the footage, added graphics, and edited the version you see here. We are proud of the finished product, and can honestly say, every single person, entity, and collaborator we worked with on the project was fantastic.

It helped change MY perspective of Greeley, and we hope it helps change yours.

Fish Head : A Colorado Story

Teach a man to fish, and … he wants to go again, and again, and again. This is the story of Parker Smith, self-described “fish head.”
Yes, it’s about fly fishing. But it’s about finding one’s self. About following and living a dream.

It’s also about Clear Summit Productions, the team that made this video. With this video, we are launching a series of “Colorado Stories” about the people, the place, and the passion that we find here. We plan to share these stories to entertain, inspire and showcase what we can do as a production company. If you need (or know of) a story that needs telling, contact us.

Technical bits:
Crew size: two (principals Jeremy Jacob and Erik Stenbakken)
Filmed primarily in one very long and very early half day. Ok, starting at 4:00 a.m. and ending at 1:00 p.m. is a full day.
Location:
A small stretch of private water on the Colorado River near Grandby, Colo.
Equipment:
A pair of Canon C100 cinema cameras, Canon, Sigma, and Zeiss glass. Sliders by Kessler and Edelkrone. Support by Vinten and Sachtler.
Accommodations:
1996 VW Westfalia that’s been a LOT of places.
Post-Production:
Edited in Premiere Pro CC.

Clear Summit takes pride in our connection to the medical community. We have been shooting in and around hospitals for over two decades combined. Over the years, we’ve made images in dozens of hospitals and clinics. We find the stories fascinating, the visuals compelling, and we work hard to convey the message of each institution with which we work.

This is a sampler showing some visuals of the most recent work we’ve created. Clear Summit Productions would like to help you tell your story too.

Erik and I have been on a quest to improve our shooting skills. One of the big things we have been talking about is creativity, and minimalism. This has pushed us both to shoot more, and with less “toys”. Last week Erik posted his shoot of our trip to summit Mt. Huron, a fourteen thousand foot tall mountain here in Colorado, all done with a small camera and NO toys. It pushed him to tell story with his edit, and his shot selections, and it turned out great!

To that end, when my Wife and I headed to Nashville for a convention she was attending a few weeks after our climb, I decided I would take some time to make my own little video. I was limited to equipment I could take in one bag on the plane. This is what I took.

Canon 5Dmkiii
Ninja 2 Recorder
Canon 16-35 f2.8 II
Canon 24-105 f4 IS
Zeiss 50 f2
Vanguard 225CT Tripod
Manfrotto 701 head

I had a few hours each day where I didn’t have anything else going on, and spent that time shooting the beautiful hotel/convention center we were staying in. It was a ton of fun working with little equipment. I couldn’t do all the fancy moves I was used to, and this forced me to focus on framing, and putting interesting stuff into frame, and letting things happen. It also allowed me to get more shots, and to move quickly. This pushed my creativity, and stretched my skill set.

I learned that while I don’t want to do this kind of shooting all the time, that it IS something I want to keep pursuing. Limiting the amount of equipment you use can really push creativity, and force you to learn the capabilities of what you have on hand. It is a great exercise, and something I plan to keep working on.

Gaylord Opryland Hotel 2013 from Clear Summit Productions on Vimeo.

ARTIST and DAD

This is a project I started for fun/practice. I think I have an idea to make it a larger extended project with the goal of making a long for documentary.

The idea CURRENTLY is to start with a series of shorts (similar to this one) with a variety of Men who are either about to be a Father, a new Father, or have been a Father for an extended period of time. The project will look at the Men’s hobby/passion in life/work and how it relates to being a Father.

My first idea was to call the series ‘and DAD’, and each piece would be individually titles with the proper title before the ‘and’ (ex. ARTIST and DAD, or MUSICIAN and DAD.) The problem I have run into is the URLwww.anddad.com is taken.

My question to you is, with changing the project to ‘and FATHER’ be a bad idea?

Let me know what you think!

Artist and Father from Clear Summit Productions on Vimeo.