When Key West Video takes on a client, it’s our role to create the best possible video. But the only way we can do that is if the client fulfills their role, which is to enable us to produce great work. When we first meet with a new business, we like to give them a questionnaire. The answers usually give us a pretty clear idea of what the client wants to get out of a video. It’s part of the client role in corporate video.
Target Market
Tell us about your audience. Who will be watching the video? Who are you talking to? When the video ends, who do you want to take action? Even if you want a video to have general appeal, you should still be able to define your target market (TM). Will your viewers be internal employees? Is it a recruiting video? Are you targeting a specific segment of your customer base? Defining your TM will help you decide what information should be included and what can be left out.
Goal
Why are you making a video? Are you looking to increase business? Tell existing customers about a new policy? Celebrate fifty years in business? The impetus for making this video will dictate your message. If you’ve invented a new mousetrap that’s humane and effective, the video might start with a question that presents the problem: Do you want to rid a space of mice while keeping a clear conscience? We have your solution! Now you have the attention of your TM and you can go ahead and tell them why your product is so great.
Support
It always helps to give an audience a reason to believe what we’re saying. Do you have any features or benefits that make your product or service rise above the rest? Let’s talk about that! It’s also useful to have testimonials from satisfied customers, making your business believable and trustworthy. If you have any hard numbers like statistics or test results we can use those, too.
Format
You may need our help with this one, but we definitely need your input. What kind of format will work best for your video? An animation or live action? Will a product demonstration be the best approach, or are testimonials a better choice? Maybe a metaphor is the best way to explain company goals? Based on what you aim to communicate with your video, we can give you some options and figure out what format will work.
Tone
Tone takes all your other answers into consideration. Based on your TM, the overall goal, supporting evidence and the format, what do you want the tone of your video to convey? It could be funny or serious, congratulatory or aspirational. You’re always aiming for an emotional connection with video, but what emotion are you targeting?
CTA
We’ve said it before and we’ll keep saying it: your video needs a call to action or CTA. Without it, you’ve wasted a golden opportunity. The CTA is going to tell your audience what to do next. Whether you want the audience to download a free trial, go to the website for ordering details or call to make an appointment, tell them what to do!
Now it’s Our Turn
Even if you’re only considering making a video, these are good questions to answer. They’ll help you clarify goals and intentions. Then when you’re ready to get started, all you have to do is give us a call.
