Whether you’re a startup on the rise, a brand morphing into shape, or a firmly established business, if you have a website, you need a video. I guess you don’t need one, but it’s true that companies with videos on their homepage receive roughly 41% more web traffic than companies without videos. So it’s at least advantageous to have a video as a part of your marketing strategy, and to have a good one at that. The only trouble is finding the right production company to make the video. But all it really takes is a few careful steps on your end before it’s all left in the filmmakers’ hands.
Examine Their Portfolio
It’s best to analyze a production company’s portfolio before giving them the green light on your project. This means going to their website and viewing their past projects, often under a “Work” page. Get a feel for their cinematic style, clients they’ve worked with in the past, technical capabilities you know they have, and the quality of the video. Or, if you want an expedited version of the process, simply view their reel. This way you’ll get a short, flashy taste of the company’s style and probably their best work.
Here’s an example of a reel. (Yes, it’s ours). Seeing this, you get a brief idea of what our company can do (drone footage, music videos, athletic promos, commercials, original content, etc.) and you can determine if our style vibes with yours.
Set up a Meeting
Maybe you don’t know what kind of video you need. You don’t need to (at least not right away). If you chat with the production company about your ideas, vague as they may be, they can work with you to sculpt nebulous thoughts into a clearly defined concept that they can produce. Even better, if you already have a concept laid out, your production company can tell you how they can execute it, and for how much.
SOME ADVICE: The clearer your concept, the more likely that you’re pleased with your video. If you really don’t know how to describe what you are going for, look up some examples of other similar videos to what you are going for. Explain to the producers what you like about those sample videos, and they will be able to match that “je ne sais quoi” in yours. Especially if they’re French. Stop trying to be funny, Stephen.
A Budget is like a Bag of Chips
You don’t want your budget to be a cheap bag of chips. In other words, it’s important not only to know your video’s budget, but also what you get in that budget. You want to know what services you are getting for all of that money. That means knowing whether your production company is a full-service production company, (meaning they handle pre-shoot creative work, production, editing, and everything in between), or if they only handle certain aspects of the process. But beware, some budgets are like a cheap bag of chips, mostly air.
Collaboration, Collaboration, Collaboration
Many established production companies have a particular way of operating and are not quick to change that. However, if this doesn’t align with your vision, you’ll end up with a video that you went through all this trouble crafting, but that you don’t even like. Find a production company that comes with ideas and expertise, but keeps your main concept central to the process.
In conclusion, finding the right production company is as easy as:
Step 1. Check out their stuff
Step 2. Meet them in person and come with ideas (and examples)
Step 3. Make sure they offer a full bag of chips
Step 4. Find a good balance of creative control
Step 5. Make money and retire early
By Stephen Kipp
Creative Director
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