The 7 Biggest Mistakes in Selecting a Video Company

 

1:           Not clearly defining the job.  You should have a clear understanding of your audience, message and objective.  This should be communicated to the production company to ensure the job is understood and all aspects of the job are properly planned.

 

2:           Not meeting the production team.  Before selecting a company, meet the person or team, who will be producing your video.  You should feel assured that they understand what you need to accomplish with the production and that the task can be accomplished within your budget.  Remember the salesman is often not a key player during production.

 

3:           Deciding based only on equipment.  There are many confusing technical aspects in video production, such as ‘High Definition vs. Standard Definition’ or ‘Digital vs. Analog.’  You may think you know the difference, but there are examples of standard definition being better than high definition and analog being better than digital. The wise producer knows what is best for your project and can clearly explain why.  You want your material to look its best for the price and intended use; the best value solution will typically incorporate the use of equipment that slightly exceeds the quality needed for the intended use.

 

4:           Thinking a lower price is less expensive.  A lower price may be an indication of less capable equipment or lesser qualified personnel.  It may take more hours at a lower rate and the result may not be as effective, or an inexperienced performer may not have the impact of an experienced professional actor.  Be sure, when comparing price, that you also compare capabilities.

 

5:           Basing a decision largely on a demonstration or awards.  Many production companies change personnel over time.  Make sure that the demonstration you see or the awards claimed involve the production team you will be working with.

 

6:           Missing the creative aspect of video.  In a creative effort such as video production, the concept and execution of that concept is where the greatest value lies.  Anyone can make a video, but a video that effectively delivers your message requires an understanding of the message, the audience and the objective.  Having personal confidence in the creative person or team behind your production is a step toward success.

 

7:           Deciding based only on price.  This can work both ways, as a higher priced service may not be delivering real value for the money and the lower priced provider may have the creative spark your project needs.  The real determining factor relative to price should be what is the best return or value for the money spent.  The important factor is return on investment… will the video be effective for the money spent?

 

              Success is not ever assured, but avoiding these mistakes will greatly improve your chances of success.

 

Bill Williams

Producer and, since 1988, owner of

A Cut Above Video Productions, Inc.