defining the brief, selecting the supplier is the second step; get both
of these right and the result will be a video which will work with its intended
audience. With several thousand active production companies offering a variety
of styles, technical approaches and cost levels, care in selecting a supplier
At the risk of being boringly repetitive, it is crucial that the production
company can make a video that works for the target audience, and not simply
produce material to mirror the corporate culture. Unless client's put the
audience first, by fitting their own objectives into a framework that suits
their tastes, needs and interests, the video could fail. For example gushing
corporate-speak can seem acceptable, even "normal" to insiders,
but is this what the audience wants to hear?
Preparing a short-list
First step is to build a "long list" of possible producers, using
any contacts and sources that can be found. Recommendations from trusted
people who have previously commissioned video are usually best. But you
may need to extend these using directories, trade associations and the Internet.
Contact these companies and ask for their typical budget range. From these
choose a "short list" of three or four possible production companies
and get them to pitch in some ideas and perhaps examples of previous work.
will quickly become obvious who has grasped the objective and has sensible
proposals which may work for the audience, and who has simply recycled
standard material or does not seem to have a feeling for either.
The key questions here are: Which approach will work best? Can we afford
it? Can we work with these people? Will everyone whose approval is needed
agree on a particular choice?
Of course we hope it will be Shootyou every time!