October 3, 2022


It’s been the truly amazing voyage. I’ve been inside the video and media production business since 1981 and in my 30+ years in the commercial, I’ve seen some absolutely amazing leaps in typically the industry. To place video in historic perspective, it has been only 22 years before I took the plunge directly into professional video that Sony, Matsushita, Toshiba, and JVC launched helical-scan recording, that is the method applied since to document on video recording recorders. It took practically the entire succeeding 22-year span to get these helical check out recorders into the particular home.

When I started in online video production in 81, consumer video saving was in the infancy. Most Us homes did certainly not have a VCR. VHS was even so battling Betamax (what’s that?! ) intended for Award Winning Producer in typically the home video structure wars. Tape (huh? ) was typically the staple of professional and advertising online video production and 2″ “Quad” machines (what?? ) were just what the “real” send out studios used for their best quality editing and studio function. Field cameras competent of producing the particular best broadcast-quality images cost more compared to most houses at the time. (And now these have been surpassed inside quality by all of us consumer camcorders. ) The CD-Rom had not yet come on the landscape, and internet employ was years apart. Compressed video in addition to streaming on web sites were hardly the proverbial “figment” of someone’s creativeness. DVDs? HDTV? You’re kidding!

Yet inspite of the incredible scientific advances over the many years, many things have remained constant. The need to capture and maintain audience interest, tell a story, plus accomplish one’s objectives were all important to effectively communicating then, and remain so today.

And as technological advances have brought cost-effective high-quality video in addition to multimedia in the palms of the neophyte, the need to use them “correctly” has remained. Just because you then have a fresh paint brush, that doesn’t create you Rembrandt!

Why don’t take an appearance at some of the mistakes nonetheless made in office corporate video in addition to multimedia programs:

The 8 Mistakes Sure to DOOM Your Company Video or Multi-media Project:


This is the first and most important rule of developing any kind of kind of communications program, yet this is amazing precisely how often it gets violated. This concept is certainly not unique to video or multimedia coding. In all of the forms of audio and visible communication, it really is necessary to develop an accurate definition of the particular target audience — and remember this.

Market research businesses and departments expend immeasureable dollars each year to find out who might receive a communication so that proper product placement, marketing and promotions could be done. And even it is cash well spent.

But we often observe companies approaching their video and/or multimedia projects with a “Ready, Fire, Aim” approach. Each uses the shotgun if a gun is called intended for. They try to appeal to several audiences with the hope that this system will serve multiple purposes. Remember, whenever you try in order to appeal to everybody, you interest nobody.

While the same fundamental program can be utilized for different viewers, it is suggested that different different versions or versions become developed for individuals different groups. It can a simple subject to re-edit or perhaps re-narrate portions regarding a production. Yet , efficiency demands that is planned right from the start involving the project.

And so remember to prepare the project using your audience within mind. Know exactly what their level associated with expertise or encounter is with the subject. This will steer clear of the problem of shooting too low (e. g. wasting their time showing or telling them anything they know) or perhaps too high (losing them because you assume a degree of expertise they will haven’t yet attained).


This goes hand-in-hand with the very first item. In addition to knowing who you are talking to, you need to know what you would like them to be able to do or experience after the software has been sent.

Whenever possible, the target should be quantifiable. It is definitely easier to solution results in the area to train. Seeing that any good coaching professional knows, pre- and post-training examination tests can quantify the results involving a training course.

Similarly, intended for potential or marketing communications, detailed testing plus statistics can be gathered about project awareness and attitudes before and after the presentation regarding the overall plan package. But each of those almost certainly aren’t the true desired results – the actual goal is definitely pumping up typically the sales figures.

Because in training, its desirable to measure the effectiveness the product sales or communications program has in conference the stated goals.

There is a new problem, however. Measurement of the certain impact of typically the video or multimedia system program is hard, since the production is usually typically not used in isolation. Rather it is usually part of a package of other materials delivered in conjunction with the video clip or multimedia software.

Ideally, we would likely like to emulate large consumer firms, where extensive marketplace research provides specified analysis of particular advertising and advertising techniques. They may isolate the effects of specific components of a general brand marketing strategy, for example. But this requires an extensive historic background and a very large sample dimensions to help isolate variables and create causal relationships.

On the other hand, this really is more difficult in the business-to-business entire world.

B to W companies rarely have the historical info to statistically separate the cause plus effect relationships associated with individual marketing pieces. This is compounded as a new product or service intro is often in which we see typically the merger of these kinds of packages of video clip, trade show booth, collateral and buy and sell publication advertising. This particular renders historical side by side comparisons largely irrelevant.

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