Selecting a Media Producer

- December 6, 2012

Recon Thursday/Process

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. It’s Recon Thursday and we are continuing our series looking at outsourcing marketing support for your company. Today’s focus is Media Production.

I have been involved in media production for over 25 years and this subject is definitely near and dear to my heart. As I have discussed in many blogs, media is a vital tool to promote your brand and products. Websites, social media and phone apps are all new outlets to leverage for video distribution. Also, the prices have come down. If you feel it is time to invest in professional media production for your company, the following are the essential elements to consider.

There are two main areas of expertise in creating video; media producers and media production companies. The media producer is the person who brings to the table their ability to provide creative input as well as manage productions and other professionals. Media production companies are sometimes just that. They know how to capture images and edit, however, they may not have the creative capabilities you require. Consider these skill sets in your decision making process. I believe having a first rate media producer is more important to a successful video.

Qualifications to review when you are considering a media production company include their general production skills; they should be very familiar with cameras, capturing images and ensuring they provide the kind of shot you are looking for. The professional you select should also be very competent in audio production. This includes more than recording good sound on the shoot; understanding sound effects and knowledge about music is critical because music underneath video is a great way to drive emotion. 

Next is graphics and animation, these are powerful tools that will enhance the production value of a video or media production. Validate that the company you want to work with has a good graphic eye, knows animation and how to make images appear on the screen as you expect them to look.

Editing is another important element. The media expert should be able to take the footage they shoot and turn it into a compelling story that has a beginning, middle and end whether it’s a 30 second commercial, a 2-minute promotional video or a 30-minute infomercial.

Lastly, they should be comfortable working across various platforms. Not only should the media professional know traditional video production; they should understand what it takes to run video successfully on a smart phone, computer, tablet, video wall, kiosk or any of the other environments where media is used today.

In addition to the technical considerations there are a few more items that warrant your attention. First look at the company’s demo reel. This should include exciting examples of stories they have created using video, computers, animation and so forth. If you don’t like what you see, this may not be the company for you.

Next, call references and discuss the company’s ability to deliver on whatever media story they were hired to do. Ask questions about their embracing platforms; keep in mind that as consumers are moving more and more toward mobile apps, social media and tablets you want whoever you hire to have an understanding of producing for much smaller windows than large television screens.

That concludes Recon Thursday. Join us tomorrow for Digital Friday. To discuss an online or onsite service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.

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