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After 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 is crucial. 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. Evaluating pitches It
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. |
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