Why should a business owner invest in professional video? - Page 2 at DVinfo.net

Go Back   DV Info Net > And Now, For Something Completely Different... > Taking Care of Business

Taking Care of Business
The pen and paper aspects of DV -- put it in writing!


Reply
 
Thread Tools Search this Thread
Old December 16th, 2011, 02:37 PM   #16
Major Player
 
Join Date: Aug 2008
Location: Belfast Northern Ireland
Posts: 261
Re: Why should a business owner invest in professional video?

Thanks so much Cole and Kawika, and Les for your excellent PM.
Peter Dunphy is offline   Reply With Quote
Old December 17th, 2011, 12:01 PM   #17
Major Player
 
Join Date: Dec 2006
Location: Walworth, NY
Posts: 291
Re: Why should a business owner invest in professional video?

I guess it’s time for a small business owner to weigh-in. Remember, your question asks why should a business “invest” in professional video.

When business people hear the term investment, this would infer that there will be some sort of ROI. (Return on Investment) If you want to see a small business owner’s eyes glaze over, start using terms such as “branding” or “name recognition” as leaders in your presentation.

The first thing you HAVE to grasp fully is until you convince him or her that this is an idea that will put more money into their pocket than what they pay you, you will forever be “uphill frustrated”.

This is an aspect that every business school seems to be missing when dealing with a small business. You need to start looking at it this way. If I don’t pay you the $3000 (insert figure here) I get to keep it, it’s mine. You’re talking real money that means food, clothing, housing or maybe even a vacation. Realize these are the things that you are putting at risk with your proposal.

Yes, over half the business start-ups are finished after two years and many can be attributed to leaving the marketing to a “professional” company. I can’t tell you the number of businesses I know personally that were marketed right into bankruptcy.

Depending on the business they may be much better off shooting and editing content for their web site because NOBODY knows your business better than the business owner. It’s what I do. I don’t know what kind of business they are in but if it’s anything like mine that requires same-day-edits and posting to the web then maybe they can only afford to do it in-house.

I have been self employed since 1989 and I have never come up with a “marketing budget”. When I find something that works I spend as much money as possible, knowing that it is paying off versus some made up amount that I have allocated just because. This is where if I can see a good ROI I am willing to risk my “vacation”.

Don’t underestimate our knowledge of our customers. My customers are growing about 3% a year and as of today, I have 7,893 from 43 states and three foreign countries. I know everyone’s name, home address, phone number and email address. I know what areas of the country the majority reside in and how far they will travel to attend one of my events.

Yes, I do wear many hats. I publish, write and secure advertising for my twice a year newspaper and web-site, which I also built and maintain. Shoot and edit all my footage, answer the phone and run to Staples when the toner is low. Not to mention the 40,000 miles a year I put on my vehicle and five trade shows I do to get this done. And yes, it is a lot of work but it has been a very good business, I truly feel blessed.

Maybe instead of a bullet list of preconceived customer shortfalls, knowing what truly motivates a small business owner to act and why will help immensely and keep all parties from being placed on the “they don’t get it” hill.
__________________
Dave Chilson
www.loc.org
David Chilson is offline   Reply With Quote
Old December 17th, 2011, 05:50 PM   #18
Major Player
 
Join Date: Aug 2008
Location: Belfast Northern Ireland
Posts: 261
Re: Why should a business owner invest in professional video?

Wow great post Dave thanks so much. Very insightful and useful. Love your points about "if I can see a good ROI I am willing to risk my “vacation” and "knowing what truly motivates a small business owner to act". Excellent.
Peter Dunphy is offline   Reply With Quote
Old December 18th, 2011, 05:15 AM   #19
Inner Circle
 
Join Date: Jan 2004
Location: Boca Raton, FL
Posts: 2,979
Re: Why should a business owner invest in professional video?

I looked at this from the perspective of a decision was made to spend money on making some corporate videos. How do you make the case for hiring a professional vs the teenager down the street who makes skateboard videos with his GoPro? Do you want it to be like:
1) Insight from Kathy Veldboom - YouTube
2) Insight from Chris Heim - YouTube
or like this:
3) Mollie Burrows, Emory University - YouTube

Last edited by Les Wilson; December 18th, 2011 at 07:22 AM.
Les Wilson is offline   Reply With Quote
Old December 18th, 2011, 09:22 AM   #20
Major Player
 
Join Date: Dec 2006
Location: Walworth, NY
Posts: 291
Re: Why should a business owner invest in professional video?

No I do not want them looking like that. As a business owner, these examples would make me want to do it myself. The first clip makes me fall asleep, only to be rudely awakened by the rustling leaves that starts later in the clip. The background is nice for about 10 seconds but then just becomes very distracting. About 30 seconds in I quit listening because when she talked about different aspects of the company and they were not shown, it loses the viewer. Your eyes start wandering around the screen, mine became transfixed on her necklace. Yawn.

Any of them could have been shot on a myriad of cameras and $50 tripod. But yes, they are good examples of what someone could do on their own with a T3i & kit lens, rode video mic, a key light and basic editing software. I'm now wondering what that kid with the Go-Pro and skateboard is up to.....

That way when we strapped the camera to his butt and he did a grind down the front door railing we would have a great shot of the actual company. As he sped through the workplace we could have shown the different areas that women was dronning on and on about and when he crashed going out the back door we can tie that into what will happen to you if you don't work with our company. I would go with the skateboarder, but that's just me.
__________________
Dave Chilson
www.loc.org
David Chilson is offline   Reply With Quote
Old December 18th, 2011, 12:27 PM   #21
Inner Circle
 
Join Date: Jan 2004
Location: Boca Raton, FL
Posts: 2,979
Re: Why should a business owner invest in professional video?

My only point was that the important aspect of the "investment" is in skill and experience.... not equipment. I used the GoPro toting skateboarding in an attempt to exploit a stereotype. That's all. Of course there are Skateboarders that could deliver nicely lit, proper audio, well directed, adequately coached talent and correct POV corporate video. So let's not let my ill-fated attempt at using a stereotype to make a point to miss the point. Skill and experience is my point. The videos were intentional examples to illustrate the value of skill and experience. And while it could be spoken or text on a powerpoint, showing communicates it better. In my experience, it works well with executives. YMMV

Last edited by Les Wilson; December 19th, 2011 at 09:04 AM.
Les Wilson is offline   Reply With Quote
Old December 19th, 2011, 08:36 AM   #22
Major Player
 
Join Date: Feb 2009
Location: Lakeland Florida
Posts: 619
Re: Why should a business owner invest in professional video?

Quote:
Originally Posted by David Chilson View Post
sional video.

The first thing you HAVE to grasp fully is until you convince him or her that this is an idea that will put more money into their pocket than what they pay you, you will forever be “uphill frustrated”.

Depending on the business they may be much better off shooting and editing content for their web site because NOBODY knows your business better than the business owner. It’s what I do. I don’t know what kind of business they are in but if it’s anything like mine that requires same-day-edits and posting to the web then maybe they can only afford to do it in-house.

Maybe instead of a bullet list of preconceived customer shortfalls, knowing what truly motivates a small business owner to act and why will help immensely and keep all parties from being placed on the “they don’t get it” hill.
Thanks Dave for such a well thought out post. It's difficult to offer video services to a small business owner at what they consider a good price and we consider a reasonable profit. Actually, it's difficult for any service business to offer any service to a small business profitably. Those of us that find a way fairly consistently, succeed, those of us who don't, fail.

I've made it past the first two years. The business is growing well, but it's extremely challenging. Being a business owner myself helps me to see things from the client's perspective. Sometimes they help me see things better as well. Building trust and delivering a good value are a couple of the keys to success.
__________________
Roger
trueviewfilms.com
Roger Van Duyn is offline   Reply With Quote
Old December 19th, 2011, 02:27 PM   #23
Regular Crew
 
Join Date: May 2011
Location: Boston, MA
Posts: 68
Re: Why should a business owner invest in professional video?

Just to give you more examples this was one of my first jobs. This is a real estate company that was doing videos for their blog highlighting some of their clients and their office spaces. They did a few themselves with a flip and imovie, then hired me to increase the quality and bring more to the table. These videos are both on the same company.

Their video:
Travis Wilber Video - T3_SM_Blog1

My video:
Travis Wilber Video - T3 Real Estate Client Blog: Performable


Above quality I think you also bring a creative mindset too. Plus the more videos I edit the more experience I get on what a good video is and how to make it perform better. Most people wouldn't think twice about putting 10 seconds of titles on their video, however I've seen videos with that much deadspace in the beginning lose 25% of their viewers in that first 10 seconds. Same with simply not having the dialogue come in soon enough, ironically which is the deal with this video I did and how learned that mistake.
Travis Wilber is offline   Reply With Quote
Old December 19th, 2011, 02:48 PM   #24
Inner Circle
 
Join Date: Feb 2009
Location: Brisbane, Australia
Posts: 2,261
Re: Why should a business owner invest in professional video?

I've said it before and I'll say it again ....

"The role of the amateur is to make the professional look good."

Andrew
Andrew Smith is offline   Reply With Quote
Old December 19th, 2011, 08:23 PM   #25
Major Player
 
Join Date: Dec 2006
Location: Walworth, NY
Posts: 291
Re: Why should a business owner invest in professional video?

I believe that the most often overlooked aspect directly relating to skill and experience is content or message. Professionals always take responsibility for it. If you are an “Army of One” you have to. No matter what I am trying to shoot it’s my responsibility to make sure it connects with the customer or potential customer in a clear, concise and exciting way and above all prompts them to act.

I’ve also found it’s a great way to establish value and is a very convincing way to show results orientated business people how sound their “investment” is, they can see it with their own eyes and count the hits on their web site. Remember, establishing value is up to you, not the customer. Don’t get angry when they don’t see it. The truth in the matter is you haven’t really done your job.

The downfall we all have to avoid is TGBSC footage. Not to be confused with BBC footage. TGBSC is “technically great but still crap” footage. Since we all should operate with the mantra “Content is king” we also need to remember that “crap kills”. Make sure you are honest enough with yourself to know it when you see it and get rid of it. Bury it then bury the shovel.

Truth be told bad content filmed perfectly will always be beat by great content filmed poorly. It’s the reason that some video will get three million hits on Youtube, shot on a shaky cell phone with unintelligible audio. But hey, who wouldn’t want to see a Schnauzer making love to a squirrel?

I hope everyone has a great Holiday Season and 2012 is filled with great content captured very well. And maybe even a new camera or two…
__________________
Dave Chilson
www.loc.org
David Chilson is offline   Reply With Quote
Old December 19th, 2011, 11:34 PM   #26
Trustee
 
Join Date: Nov 2005
Location: Sauk Rapids, MN, USA
Posts: 1,675
Re: Why should a business owner invest in professional video?

I really like this thread and thank you all for the thoughtful replies... it's helped me codify my approach to ... well... approaching business owners. I knew most of this stuff from experience... but seeing it typed out loud was really nice.
__________________
Web Youtube Facebook
Cole McDonald is offline   Reply With Quote
Old January 12th, 2012, 10:00 AM   #27
Major Player
 
Join Date: Aug 2008
Location: Belfast Northern Ireland
Posts: 261
Re: Why should a business owner invest in professional video?

Should be of interest (and good for a chuckle!):

The Absolute Worst Business Videos Of 2011 - The Sucky Video Award Winners
Peter Dunphy is offline   Reply
Reply

DV Info Net refers all where-to-buy and where-to-rent questions exclusively to these trusted full line dealers and rental houses...

Professional Video
(800) 833-4801
Portland, OR

B&H Photo Video
(866) 521-7381
New York, NY

Z.G.C.
(973) 335-4460
Mountain Lakes, NJ

Abel Cine Tech
(888) 700-4416
N.Y. NY & L.A. CA

Precision Camera
(800) 677-1023
Austin, TX

DV Info Net also encourages you to support local businesses and buy from an authorized dealer in your neighborhood.
  You are here: DV Info Net > And Now, For Something Completely Different... > Taking Care of Business

Thread Tools Search this Thread
Search this Thread:

Advanced Search

 



Google
 

All times are GMT -6. The time now is 03:18 AM.


DV Info Net -- Real Names, Real People, Real Info!
1998-2017 The Digital Video Information Network