10 Tips to Create Your "Remarkable" Corporate Video
Saturday, March 10, 2007 at 07:56AM 
I'm going to go out on a limb. Feel free to join me.
Most marketing departments don't know how to make a corporate video worth talking about.
When it comes to producing corporate videos, most internal marketing departments are "safe departments." "Safe" works. "Safe" is easy. "Safe" will keep your job. "Safe" sells. "Safe" gets me through the day.
Not really. "Safe" doesn't produce conversations. "Safe" doesn't ignite action. "Safe" doesn't make me think harder. Or differently. Or stretch me. "Safe" doesn't make me go, "A-Ha!"
Producing a remarkable video for your company isn't hard. It takes work, it takes time, but it's not hard.
You know what's hard? Producing a film that is boring. That's hard.
When no one is talking about your video and management wants to know where the ROI is from the video, you'll be doing some fancy footwork dancing down the hallways of the ivory tower. Now that's hard. That's a day you might want to call in "sick."
Here are ten ways how to make your corporate video get noticed, ignite conversations and spark some action. Oh, yeah...and keep management happy, too.
1. Think STORY. Tell me a story. Please. Take me on a journey. My brain is hard-wired for beginnings, middles and ends. Really. Don't tell me about your corporate numbers. I have Excel for that, thank you.
2. Think ONE. There is only one person you need to think about when making your corporate video: the person in front of the tube. Period. Double period. Triple...
3. Think TIMELESS. It goes back to that "story" thing my brain really loves. A powerful story is timeless; it's magical. It doesn't get stale. The same is true with a powerful corporate video.
4. Think REAL. People know a lie when they see one. Authenticity works.
5. Think QUALITY. Hire the most qualified producer and director you can. Find a producer who understands exactly what you are trying to accomplish; not what they need to make their demo reel look better.
6. Think eMOTION. "e" for emotion, energy, enthusiasm, engaging. Video captures emotion unlike any other medium. Use it accordingly. Keep your charts, PDF's and spreadsheets away from video. Please.
7. Think CUSTOMER. Your customers can tell your story, too. Let them tell the world how great you are. It's one thing when you toot your own horn. It's another when customers toot it for you.
8. Think PLAY. Does your video have "playful" moments? Even the most reserved companies have opportunities to capture some fun and playfulness. Find those moments and your video will outshine your competitor's in a heartbeat.
9. Think 30. Every 30 seconds change your pace, rhythm, content. You can make your ten minute film feel like five minutes with this trick. Create new "chapters" with new ideas or themes. Change the music, too. Your video will be so engaging, repeat viewings will be demanded. It works like a charm.
10. Think HERO. Find your heroes. When given the chance, employees want to tell their story. They want to change the world with their journey. What they need is the opportunity and the chance.
Bonus Tip. Think DESIGN. Video is incredibly malleable. You can keep your corporate branding people happy by integrating your current logo guidelines, etc. Or you can break out a bit and create something different.
"Safe" or "remarkable."
Still with me? Out on that limb?
---Tom
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Reader Comments (16)
Right now I've to prepare an introduction (corporate) video: we need to put the organization "out there" so we can rise funds for our projects, which our focused on social and cultural aspects.
I've been reading with a lot of interest your tips for making a remarkable video and I'm taking them as a guide for preparing mine. I found your article pretty inspiring.
If it's ok, I wanted to ask you: Do you have any extra suggestion for the NGO sector?
Thanks for your time, cheers!
Thanks a lot for stopping by my blog! I'm delighted you enjoyed the post and found it inspiring...it's really great to know I'm helping someone. :)
Any other tips?
Think: Answers.
The mistake many people make when they interview someone is preparing the questions first.
You can certainly do that, but I've found if I focus on what I want to hear someone say first, then I can create the question to draw out the answer. You'll avoid asking questions that don't really fit your story. I learned that from my mentor a long time ago. It's a great little trick!
Think: Structure
After your interviews, get them transcribed to paper with time-code. Create your script from the transcript. Then, plan exactly what you want your b-roll footage to cover during the interviews. OK?
1. Create your answers
2. Transcribe the interview
3. Write your script
4. Film any footage to compliment your story.
Be sure to read this, too:
http://www.directortom.com/director-tom/2008/9/28/7-sure-fire-steps-for-creating-your-companys-documentary.html
I hope this helps a little bit!
Be great, be well.
Tom
Some nice tidbits, I have been trying to communicate these simple ideas to my clients for long. You have put them in so clearly. I hope I get a few tips to how to mould them now! BTW, I am a corporate film maker too. See my website http://www.santanu.biz if ever you have the time.
regards
Santanu
http://www.santanu.biz
Thanks for stopping by and do come back!
Tom
Now that really IS a top tip!
There are too many people out there who think they can save time and money by going down the 'DIY' route. Not so! The whole production process is a very specialised form of project management. And failing to execute that process correctly can expose your organisation to everything from simply wasting money, through looking foolish to the threat of serious litigation!
Truly professional producers and directors exist at all levels in the corporate market these days. And those 10 tips of your apply just as much to 'corporates' commissioned on a shoestring budget by 'Mom and Pop' businesses as they do to those produced by major corporations with massive resources.
Thanks for posting those tips Tom.
Regards,
Matt Quinn.
Love your concept of video production as a form of "project management." You're spot on.
Thanks for stopping by!
Tom
I’m a filmmaker at a production company in the UK who specializes in producing video that engages and communicates (whether it’s a TV Ad, viral or a presentational piece), so it’s always nice to see there are people out there championing good filmmaking.
With the massive evolution of web based video, companies need to really stay one step ahead of the game… and why shouldn’t they!
In terms of value for money, with video you can expect close to 100% viewership. Compare that to the average response rate of 8.8% to print-based consumer mailings and 8.4% to business-to-business campaigns (Direct Mail Information Service Research). We’ve had clients who have seen 17 months of sales done in 6 weeks because of the impact of a video.
Video is there to be taken advantage of, but Matt is spot on saying you need the right people. This may make it sound like there are loads of pit falls, but as long as you speak to those in the know - you’re guaranteed to jump onto the flashy corporate video bandwagon and reap the benefits.
Hope that’s some help to the discussion.
Regards,
Richard
Business Video
www.businessvideoproduction.co.uk
Films produced by Twenty Fist Century Media (www.twentyfirstcenturymedia.com)
Thanks for your insight and tips. After doing numerous corporate videos over the years (and generally being unsatisfied with the final result), your insight is greatly appreciated and will be incorporated into future activities. The squirrel on the limb is a great way to accentuate your point. Thanks again.
I really love Hitachi's True Stories:
http://www.hitachi.us/truestories/
Honda's "The Power of Dream" Series:
http://dreams.honda.com/
Of course, these are higher budget productions but all the elements are there; real people, solid themes and a "real-felling" conversational tone.
Thanks for the question!
Tom
There's more
You may not check back here anymore, but I wanted to say that I've really enjoyed reading your blog and will be using all of the tips, as well as some others littered throughout your comments.
I really appreciate the "wait to hear what they want to say first" method and will for sure be using it in the future. I might still have a mental preparation of a question or two in case the moment get's awkward. :)
We are doing a corporate video here where I work soon, and I'm the backbone.
Your blog was super helpful!
-Josh
Tom