How to Pick the Right Video Maker?

Projects + Events
film

We recently completed an amazing video project for our client, BlueAvocado. This particular project was so seamless, embodied such pitch perfect collaboration and most importantly, produced an end product that our client loved. This got me thinking, why are some projects so easy and at-times even magical and others are ‘good enough?’

 If I have to distill it down to one key success factor – hands down – success hinges on picking the right video partner to produce it. Beyond technical expertise, they have to ‘get it.’ They need to be able to translate the look and feel of a premium lifestyle brand in an interesting, engaging way. So, once you commit to a video project – how do you pick the right video partner?

First, understand the options:

  1. There are production studios that have professional, dedicated recording studio space, great for voice-overs, working with a voice actor and recording sound in a controlled environment. They may or may not be able to do the actual filming with in house staffers. Often, studios will outsource to a trusted film person to capture the footage and they in turn pass off the unedited film to the studio person to edit and work in graphics, sound etc.
  2. There are film and video professionals that can film, edit and produce. They don’t usually work in a production studio but unless you need to record sound in a controlled environment, you don’t need one. Generally, this is the most cost-effective option
  3. Full service production house has it all, studio production facility, videographers, editors, sound mixers etc. This is the most expensive option but if your client has the time and the budget, this can be the most fail safe and robust method.

Our client base tends to be young, disruptive companies with interesting, multi-layered stories to tell. Often they don’t have the runway of time and scale to create these pieces in a full service way, but at the same time as care-keepers of these developing brands, we don’t want to give up production quality. With the variety of talented video and filmakers, you really don’t need to go full service route. I also appreciate the quick turn and flexibility you get when working with these folks.

For this most recent project, we were tasked with creating a short three minute video to launch an eco men’s collection of travel and lifestyle pieces designed by up and coming designer, Ross Bennett. We worked with Christian Remde, award-winning filmmaker who happens to be based in Austin. His portfolio is impressive and his approach to the project aligned with our vision to communicate a premium feel but with a playful attitude.

The video will push live as part of the overall launch for the collection in the fall of 2013. Will post video here as soon as our client’s official launch happens.

Qualifying New Media Sites and Blogs

Errant Musings

When working with non-traditional media sources – how do you separate the good from the bad?  In PR speak, how do you qualify a good source? Traditional media metrics don’t apply.

Since our clients play in the retail, consumer goods and services space, there really are no good Technorati type sources for us to reference. Over the years, we have come up with our own checklist of how to qualify the best new media sources and blogs for our clients.

Each and every time we reach out to or respond to a new online news site or blog, they are evaluated on our specific criterion. Are they a credible, worthwhile news site/blog for our clients?

1.  Subject Matter

Is primary subject matter a fit for our client? A fashion blog for a fashion story, a business blog for a business story, an eco blog for an eco pitch, etc. Although there are many blogs and news sites that cover a broader range of subjects – do they have content that makes sense for our specific client’s product or service. Is there a natural fit and mutual interest in the subject?

2.  Look and Feel

Just as important as subject matter fit – does the site have an overall above the norm, aesthetic that looks good? Is there a wow factor? Is the layout easy to follow? Can we “see” our client’s story here? Would our client feel positive, neutral or disappointed by a placement here?

3.  Quality Content

Is the copy well written? Does it follow basic AP Style? If no, is it well written, without being littered with obvious grammatical errors? Does the content reflect a specific POV without being overly controversial?

4.  By the Numbers

How many Subscribers / Facebook Likes / Twitter / Pinterest / Instagram / You Tube followers? Do they have presence on multiple channels?

5.  Influence

Numbers don’t tell the whole story. Does this site/individual have influence? How often do they post fresh, relevant content? Do they start new discussions that others pickup on and respond to and share? Do they get reposted/repined and liked? There’s no magical formula here, this is subjective but a good indicator of credibility and influence.

We subject blogs and online news sites to more scrutiny for three main reasons:

  • These opportunties can be just as time intensive and difficult to garner coverage as with traditional media. Input for output is always key. We never have all the time and budget to do it all – prioritizing is key.
  • We are responsible for the brand reputation of our clients –each new site or blog requires our due diligence to qualify.
  • We apply deeper level of scrutiny for blogs that request product in exchange for coverage and/or product reviews and giveaways.

Not all of these rules apply for every site or every blog, but stepping back and evaluating with thoughtful metrics has helped us to ensure that our clients are happy with the results and that we are able to deliver the right ones. Let us know if you have come up with other ways to evaluate and make sense of the new, new media landscape.