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Getting Your Video Successfully Produced: Why quality is Key and how
to get it!
by Greg Ball
You are ready to have your
video produced, and you are about to choose a video production
company to do it. Did you know that choosing the right
production company will make or break your show? No matter
how great the subject or script, the overall quality they
give you will determine where your video falls on a scale
between powerful and effective or weak and useless. Yet
how do you know what to look for when choosing a production
company? Video quality is determined by far more than
just the types of equipment used or the price being charged.
I'd like to show you why the quality of your video is
so important, how to identify what makes great quality,
and how to choose a company that will give it to you!
Why choose great quality?
Show viewers a video with below average quality or even the average
level of quality many production companies give, they will have trouble
focusing on the message. Without all of the elements of quality in
your video, it will not achieve the results you are looking for. On
the flip side, when you do have good quality, viewers really don't
notice it. What they notice is the content of the show. They become
absorbed in your message. When you watch TV or movies, do you think
about the production quality? Most people don't notice the elements
of the show such as shooting, pace, camera work, lighting, sound, editing,
music, etc. They experience the show and get the message. Also keep
in mind that your video quality will reflect on the quality of your
company, yourself and your message. It's similar to the principle of
dressing for success! Your video can impact your image. Here are some
examples of where quality can make a difference:
- A nicely done employee orientation tape or corporate communications
tape "sets a tone" that can influence the employee's perception of
the company, inspire pride and can even motivate them.
- In a sales or marketing video image is everything. For example, who
would you hire to manage your money? An investment counselor who drives
a Kia or a Lexus? Good video quality identifies you as a credible success
who can be trusted, and with something valuable to offer. Poor quality
teaches the viewer not to trust you.
- A training tape with good quality says you are knowledgeable and
serious about your subject. It will influence viewers to "buy in" to
what's being shown. It also says that you value them enough to give
them something valuable. - A demo tape with good quality says you are
a successful in demand consultant.
- A public relations video must have good quality for stations to use
it on air, and to draw the viewers' attention. While paying a high
price for your video is not a guarantee of quality, often the opposite
is true. Usually the bargain that's hard to pass up is what you should
pass up. There is always someone out there who will charge you less.
Here's a little story I heard that says it all. Driving along the road
to work, a man passed the little 2-man barber shop that had been there
for ages. The lot was filled to the brim and there were cars lining
the street... There were LOTS of folks going in. As he passed the throng,
he saw the sign out front:
"We fix 7-dollar haircuts".
I've had many clients come to me to fix programs done by other companies
that were poorly produced. It may seem like you are getting a deal
at the time, but in essence you may be throwing away your money.
It is true that in today's economy, production companies have had to
drop their overall prices somewhat. Generally those charging below
industry averages are either without experience and/or talent, without
the right type of equipment and resources, or those whose businesses
are in the process of going under.
Although you may be able to find the rare true bargain, I have seen
over and over in the world of video that the old adage is true when
it comes to extreme low prices: You get what you pay for. What makes
great quality?
Let's look at several areas that you need to be aware of when determining
the level of quality a production company will give you:
Equipment: Believe it or not, a high priced company using the best
equipment does not automatically translate to quality. You can put
me in a gourmet kitchen, but would you serve my food at a dinner party
attended by your boss and co-workers? No way!
It is the same with video. Having the best tools can help, but without
the right knowledge, experience and skills you can end up with an ineffective
video that you would not want to be associated with. So beware of the
production company that primarily stresses their state-of-the-art equipment.
It's become easier and more affordable to buy video equipment. So these
days, many people are becoming "video professionals". In fact, it seems
like almost everyone these days has two careers - whatever they do
for a living, and video production. Yet every aspect of video production
really is an art form. It takes talent, years of experience and a wide
range of training to make a quality video. When choosing a company
it is essential to look beyond equipment, and to the total package
you will be getting.
That being said, the main requirement concerning equipment is that
it be broadcast quality. As long as it falls into that category, you
have the potential to receive good quality. Anything below this will
have that amateur,unprofessional look. Experience: In my opinion this
is probably the most important issue. It will dramatically impact the
way the video is planned, shot and edited. Think about when you flip
through the TV channels looking for something to watch. Do you stop
and view the local cable access station? Most people flip right by
that, deciding in a split second that this not worth their interest.
They may not be able to tell you all of the reasons why, but these
days if a show is not done with quality, most folks perceive it and
will tune it out instantly. Almost everyone can make a video with today's
available technology. My nieces used to produce their own music videos
in elementary school. However there is a huge gulf between amateur
video and a professionally produced show that holds the viewers attention
and accomplishes your goals. There is a huge difference between the
quality you get with various professional video production companies.
Experience and talent have everything to do with that.
There are many production companies out there who have the appearance
of being able to handle the work, but hire them and you won't get the
impact from your video investment you are hoping for. Find people with
natural talent along with education, experience and developed instincts,
and you're more likely to have success! Ask questions such as the following:
- How much experience do they have creating videos? Are they fresh
out of school, or have they had any professional education? Is this
a second career stemming from a hobby? The experience level of almost
every crew member will impact every aspect of your video, so ask about
them also. - Will the more experienced people actually be working on
your video from start to finish, or will they delegate to less experienced
people?
- What type of clients have they worked with in the past? For example,
I would not want a wedding video company to videotape my corporate
video.
- Does the video crew have good corporate manners? Can they work well
with the people who will be involved with your shoot? Video crews are
notorious for vulgarities and inappropriate dress and manners.
- Can you get references from their other clients? Are they credible?
- Do they have an in depth understanding of the type of video you are
creating? For example, if it is a marketing video, do they understand
marketing concepts? If it is a training video, do they understand training
concepts? Having the appropriate knowledge helps the director plan,
shoot and edit the video for maximum effectiveness. - Do they seem
to know how to create mood and atmosphere? Can they tell a story effectively?
Are they able to create appropriate emotions? Look at their demos and
see how you feel as you watch them. Do you feel "sold", motivated,
inspired, etc?
- Will someone who understands all phases of production work on your
show from start to finish? As a producer/director/editor, I understand
each phase and that impacts how I plan and create the entire show.
Many production companies pass the project along like an assembly line.
The show can become disjointed and ineffective. The right producer/director
will know what questions to ask you, and then they will know what to
do with the answers! Shooting: As I mentioned before, if the camera
work is good, the viewer usually won't even notice it. They will simply
experience the message. Take a look at their demo and observe the following:
- The framing of shots. This means heads will not be cut off, and usually
the camera will have the focal point centered on the screen. If there
is more than one focal point, they will be equidistant to the sides
of the screen. These rules can be broken if there is a creative effect
being achieved, but you will sense whether or not it works.
- The focus. You would think this goes without saying, but an inexperienced
camera operator may go out of focus and may not be able to get the
image back into focus quickly. - Camera movements. They should flow
smoothly, capture all the important action and information, and add
variety to the screen, making the show more visually interesting. Steady
camera moves make the camera work unnoticeable to the viewer. An amateur
may be shaky, zoom in too quickly or not quickly enough, and may have
rough camera moves. They may not move enough to keep the show interesting,
or they may move too often. These things will become distracting. Again,
these rules can be broken for effect, but watch for those who overuse
these effects or do them poorly. Lighting: A poorly lit shot can make
you look 10 years older! If you have a one-inch long wrinkle, poor
lighting can extend it to be at least two inches. Great lighting gives
your picture dimension and poor lighting makes your image flat and
one-dimensional. Visible shadows should be kept to a minimum, and there
should be no bright spots.
Sound: Great sound is essential. Today's audience is savvy when it
comes to good sound. If it is less than perfect, you will increase
the likelihood that you will lose them. Poor sound is like going to
a fantastic movie but the people behind you won't stop talking! Professional
sound is crisp, clear, not too loud, not too soft, and you hear only
what you are supposed to hear. Add music to a less than perfect audio
track and the music will sound like an increase in noise. Add the right
music to a well done sound track and it can transform the listener.
Check the following on their demo:
- Sound volume. Is it consistent and audible? Does the viewer have
to strain to make out words?
- Clarity of sound. It may be loud enough, but without clarity it still
can be a strain to make out all the words. Think about sound on cable
access stations. You can often hear a kind of echo, like they are talking
into a tin can. - Background sounds. For example, air conditioning,
airplanes, lawn mowing, footsteps…Sometimes it is impossible
to avoid, but whenever possible, these sounds should be avoided as
they will be very distracting. - Music. Is it right for the video?
Is it playing at the right volume? Music should never overpower or
distract. Yet the right piece can set the tone. It can create excitement,
calmness, etc. A long piece can actually seem shorter and more interesting
with energetic music.
Video effects: Page turns, tumbling boxes with video in them, funky
wipes - recognize those from your wedding video? Effects do have their
place, but usually your video is not that place! The very occasional
effect is fine in most videos. An abundance of them can make a video
look very amateurish. Editing: This is an art form in itself. A talented
editor will know how to choose the right shots, cut them together smoothly
to tell the story, create a mood, teach a concept, and sell your product.
Things to watch out for are cuts from the same angle over and over,
hard cuts that don't make sense to the brain, etc…It really
takes years of training to be able to identify the elements of a well
edited video. However, once again I would say that when watching a
demo, you should not even notice the editing. The video should draw
you in and flow smoothly. A well made video can be a powerful tool.
When you are investing your time and money, it's important to educate
yourself so that you can get the most gain possible. A savvy buyer
can invest the same time and money, yet get much more payback. For
outstanding quality at competitive prices call us Ball Media Innovations
today! We would be happy to discuss how we can help you create your
high quality video at our competitive prices.
Copyright 2004 Ball Media Innovations, Inc. All rights reserved.
About the Author
Greg Ball , Award Winning
President of Ball Media Innovations, Inc. has been producing
videos for corporate and broadcast clients for over 23
years. BMI provides national service. clients include
Burger King Corporation, Club Med, Citicorp Latin America,
Ryder Trucks, Burson-Marsteller Public Relations, Audi
Corporation, Icelandair, World Communications Link. Contact
him at (954) 432-1274 email granball@msn.com
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