Why Do Production Companies Quote Different Rates for the Same Project?

Paper ripped to expose words pricing secrets

How Much Does a Corporate Video Cost?

Recently we had someone ask us to provide an idea of cost for their video project. During the conversation they shared with us that they had two other quotes and wanted to know why each quoted drastically different prices. They shared that one was nearly half our project price and the other was nearly double. What gives, right?

We completely understand and couldn’t agree more. Each production company can have wildly different pricing strategies, but they usually vary for different reasons. Here are several reasons why you might be getting different quotes for what seems like the same thing.

  • Experience. Yes, you probably knew this already. The more experience they have, the more projects they have, and the customers they already have can all illustrate the production company’s competence. If they’ve been doing it for 9 or 10 years (like us), they more than likely have encountered several issues that can come up on the shoot and they know how to prevent them. They probably don’t need to prove themselves because they have enough work to show they can do it already. We’ve said this before, but you can find a production company for ANY budget! You want a production company that can do the work for a few hundred bucks? No problem, there are several people out there who work from home who can do this type of work for that rate. They don’t mind building their portfolio by being highly aggressive in their pricing. If you want to hire a large, high budget crew, you can find them as well….and everything in between.
  • Equipment. Recently we lost a project because we didn’t charge enough. We were a couple thousand dollars less than who we were up against. We were surprised to hear this, but when the potential client shared with us that the other company was going to be renting their equipment, we were not longer surprised. When the company doesn’t own the equipment, they are forced to markup rental equipment to have a successful shoot. While this potential client couldn’t get over spending less for the quality work, don’t be fooled by higher prices…it doesn’t ALWAYS mean better quality. It might! But it also might not.
  • Approach. Each production company approaches their projects a little differently. We’ve heard one company say they want to allocate a full day for an interview (with B-roll shots) when it really only warrants a half day shoot. Their logic was that the person on camera would feel more relaxed and engaged. While we don’t think a full day is necessary to get someone to feel relaxed in front of the camera, others use this as an excuse to charge a little more (especially if the budget is large enough).
    • Approach (part 2). The more the shoot is planned, the smoother the shoot. Not all production companies approach their shoot the same. Planning the day should include time slots for each person on camera, shooting specific B-roll shots, allocating time for additional product shots (when appropriate), and much more. How important is a plan? It’s the most important part of the process. Without it, we won’t shoot because there’s nothing worse than shooting and trying to figure out how to put it together later. The client won’t be happy and we won’t be proud of our work.
  • Add-Ons. There are several features that can be added on in the shoot and in post production. Examples might include:
    • Drone & Drone Pilot
    • Additional Locations
    • Professional Talent
    • Make Up Artist
    • Stock Video (can sometimes be an extra)
    • Additional Equipment (due to specific needs of client)
    • Custom 3D Animation
    • Professional Narration
    • Location Costs & Permitting (sometimes free, sometimes not)
    • Additional Shoot Days
    • …and on and on.

Don’t be discouraged. Sometimes we feel like some companies treat the video world like the Wild West while others are respectable and forthcoming. Those that have been around for many years, typically have done the right thing for their clients. Do a little research, like this article about Questions to Ask a Video Production Crew Before You Hire Them or this follow up article that shares More Questions to Ask Before You Hire a Production Crew. Speak to their current clients, their past clients, people they’re connected to on LinkedIn. There are several ways to confirm the production company you are interviewing is right for you. If they don’t understand your project or concept, move on to the next company, there’s always one right for you.

Got a question? Want to know more or want to compare us to someone you’ve gotten a quote from, we’d be honored to help.

How To Use Video to Recruit Talent (Talent Acquisition)

image of person speaking to camera

We’ve had several clients use video to acquire new talent. When hiring, you want the best of the best, right? Part of finding the best is being found. Whether you use a job board, a head hunter, or just market jobs on your website, we’re pretty sure you want to convey a message of professionalism and refinement. You have some options here and one of the ways you can differentiate your business (and the jobs you are posting) is video.

Most of our clients like to stand apart from their competition by being a little different. Most companies are not using video to their fullest capacity, meaning, they are not using all the tools at their disposal. Again, it depends on your industry and your needs, but when placing a post for a job, there comes a time when video will capture attention and increase visibility.

We have several recommendations when it comes to creating an effective video, and they apply to employment videos as well.

  • Be Up Front. This doesn’t mean, don’t lie…it means, say what’s important early on so people know what you’re talking about and why they should continue to listen. This applies to the employment video too. What’s the job? Who should apply? Who shouldn’t apply? What are the absolute must haves to getting the job? When does it start (if important)? Pick any one or two of these to be in the very beginning of the video. By doing this, you’re telling the viewer who the right audience is and if they don’t fit the mold, they can continue in their search for the right job for them.
  • Be concise. No one wants to listen to a 10 minute diatribe about a job. What they do want to know are answers to their burning questions. Give those answers as quickly and concisely as possible.
  • Keep it Short. Along with concise goes short, so this should go without saying; however, we also know that when you work closely with a project, you might forget about the end user or client. Keep the length appropriate for the purpose. Keep in mind, sometimes it makes sense to go longer, sometimes it doesn’t, but don’t go long to get it all in. Leave the wanting more.

Once you have the concept, you’ll also want to consider where to place the video(s). We’ve seen a couple of avenues that make sense. One of our clients, a Fort Lauderdale company used their videos on their website to make active when the job was open (or about to open) and disabled (hidden) when the job was occupied and the listing was not needed. Another client, a Boca Raton company, placed the video on LinkedIn to bring in prospects. They were hiring for similar roles all the time and placed the video on their company page and in their feed on occasion to bring awareness to their need. We also had a West Palm Beach company place their video into hiring groups on social media and on their listing (as a link) in their online hiring job board (think Ladders, Monster, etc.). They tell us they were able to tell prospective new hires exactly what they wanted to attract the right people. Of course, they still had to do all the necessary work to hire someone like interviewing and background checks, but they felt it was worth the pre-work and effort to attract the right people.

Here’s an example of one of those videos:


If you have any questions or want to find out more information about video and how it may help you, let us know. We’re here to help!

7 Reasons Why Your Business Absolutely Needs Video

In 2005, three men started a video-sharing website. In 2006 Google bought it from them. Eleven years later, YouTube has more than 300 hours of video uploaded every minute. And if that isn’t staggering enough consider these additional statistics:

As a frontrunner in an ever-evolving digital community, video changes the way companies are engaging with target audiences. From formal studio productions and ‘garage band’ tapings, drone videography, 3D animation, and 6-second bumper ads, businesses are leveraging the power of video as a critical component in marketing strategies. With Cisco predicting that video will account for 80% of web traffic by 2019, there are multiple reasons why your business needs video now.

Company Connection – Video makes a business human. Through words spoken, tone of voice, and visual expression, potential customers get to know business owners and employees. This perceived development of a relationship creates a connection that builds trust and confidence in the company.

Efficient and Effective – Consumers are busier than ever before. Short on time, living in a fast-paced, multi-tasking world, video can respond to a question more quickly than a written explanation. When time is a crunch or attention-span is limited, a 3-minute video can sell a product more thoroughly than a 4-page written document.

Product Demonstration – Video is a user-friendly way to sell a product. It can visually compare features against a competition, showcase benefits, clear up ambiguous assembly instructions, and demonstrate usage. Video can be paused and replayed as needed, making it a quick resource available with a simple click of the mouse.

Testimonials– A powerful way for people to see and hear firsthand from other clients or customers how great the product or service was for them. While a five-star rating on Google and Facebook is great, video shows the users face, projects their emotions through tone, and generates feelings that what is being said is truthful.

Search Engine Optimization – As a form of rich media, video can increase the quality of SEO and ranking. In addition to hosting video on the company website, the same media can be hosted on other platforms including YouTube and Wistia. Video can be recycled for use in backlinks, blogs, and articles, all the while increasing consumer engagement and length of time spent on your site.

Sales Conversion – Seeing is believing and that is a key function of video. Online and offline, the product market is saturated with choices. Video supports functionality, features and benefits, and quality. A visual sales pitch, 64% of consumers are more likely to purchase a product after watching a related video first.

Social Shares – Word-of-mouth is one of the greatest tools for lead generation. A well-informed or entertaining, engaging and relatable video is likely to garner more social shares than a simple written article. As one qualified target audience shares content, the opportunity for increased awareness is significantly and positively impacted.

 

Video has broad-reach capability to get in front of potential customers without investing extra time or manpower. It can make the smallest company seem large, a large corporation seem approachable, a simplistic product unique, and a complicated product easy to understand.

If a picture is worth 1,000 words, a video is worth 1,000,000. Optimize your digital presence by including video as part of your overall digital marketing strategy. Contact us today.

 

Guest Blog provided by: Larry Goldstick. Larry is the principal owner of Capture Digital Marketing. Capture Digital Marketing is a full service digital marketing agency based in Jupiter, Florida. For more information contact Larry at 561-630-3699 or larry@capturedm.com

How Should I Measure Video Success

Contrary to popular belief, when it comes to determining the success of a video, views aren’t everything. Crazy right? It’s true, there are other contributing factors to consider such as: getting and setting the right key performance indicators, what are your overall marketing goals, and what is the best way to track progress on a brand’s unique goal. Here are a few examples of how others are measuring success when it comes to video posts. The first step is to determine what the primary marketing goal is for the campaign. Typically, companies want their video advertising campaigns to increase awareness, consideration, and ultimately influence their online or offline sales. When trying to market to a target audience, consumers typically fall into one of three categories:

  1. “I’m ready to make a purchase,” or “I’m ready to give you a call to discuss;” or
  2. “I’m not very familiar with your product, but I’d like to learn more;” or
  3. “I’m undecided as to what to do…should I call you (or purchase online) or should I move on?”

The trick is to know where your target audience is when they connect with you. Viewing their actions can solve this. Set up a digital funnel and use video to help them. Could you walk them through a series of steps via the initial video? Or should you set up a series of videos that tells them what to do at each step? Only you can make that decision.

Next, what are the indicators for each marketing goal? For example, if your goal is to raise Awareness, the number of views, impressions, and unique users are important. You might also consider how well your marketing increased awareness and how well people can remember the ad they viewed afterward. Each indicator, if measured properly, will help you determine if the video/ad was effective. This is an important initial step because it demonstrates the impression your business is portraying or is begin perceived via it’s marketing efforts.

If Consideration is the measurement, then the indicators to measure are: view-through rates, watch times, favorability lifts, consideration lifts, and brand interest lifts. All these measurements illustrate how the brand is being perceived when viewing (positively or negatively).

Finally, the third measurement is Action. What happens after or during the view? Here are some measurements to consider: clicks, calls, signups, sales, and purchase intent lifts. When looking at these measurements through the lens of video, you must consider all brand marketing activities because video is typically not a standalone item that drives a sale. For example, many people will receive a mailer, see an ad in a flyer, visit the website, and view the video. The individual may or may not recognize that the video helped them make the sale or if it was something else they saw along the way.

Measuring the success of video is a little tricky…but we like to think that the number of views, frequency of views (same person seeing the same video), watch time, favorability lift and clicks/action taken to contact are typically sufficient items to measure to begin. If we can help you with this in any way, please don’t hesitate to ask!

 

Source: https://www.thinkwithgoogle.com/articles/how-identify-right-kpis-online-video.html

Video Marketing Myths

With over 300 hours of video sent to YouTube every minute (on average) and millions watching these videos everyday, how do you know what to do to be effective when it comes to video marketing? It seems a very small amount of businesses actually know how to take advantage of these actions. People are starting to catch on and businesses increasingly are using video to connect with customers and potential customers. They are finding that video is a highly effective tool to illustrate their personality and authority in their industry.  So, what myths do these businesses sometimes believe?

Which of the following about video marketing are myths and which are facts?

  • View Count – “We are successful if our video goes viral,“ or “Our video is a success if we have over 1 million views.” False. While this may be true in some respects, views do not equate to action taken by your customers or purchases by customers. If views were your goal, we would have to ask why. Why are views important? If you have a new product or app that no one knows about and views will help educate people who didn’t know your app existed, then maybe viewers is good…but it shouldn’t be the only measure.
  • The appearance (quality) of the video is more important than the message.  Myth. While we believe quality is very important in video, it is not what generates sales. The message is just as important. We’ve seen some videos that are a little poor on quality convert more sales than a flashy video. That said, if your goal is to show people that your business is trustworthy and professional, appearance is very important; however, the message must compete with competitors (both direct and indirect).
  • My video should sell to the viewer – Myth. There are all kinds of reasons to create and post a video…and only one of which is to sell. Many times clients contact us to create videos for other reasons, such as, recruiting video, office tours, professional expert video, and the list goes on. The client often wishes to tell their story, not sell it, by taking an approach of, “We’re experts in this. Watch us, listen to us, and let us help you when it’s time.” This is a much more useful tool to use than, “Buy! Buy! Buy!”
  • We must have actors in our video – Maybe true. Maybe not. While you can add actors and actresses, typically this just adds costs that may not be needed. It really depends on the video. For instance, if an employee or the president of the company can speak on camera about the topic rather than a paid professional, then why spend the money? On the other hand, if the topic needs a bit of an expert (like a doctor when you’re not), then an expert actor (actress) might be required. We can help with that.

We hope this helps you decipher and navigate through the video production process a little easier. We are always willing to help and answer questions. It’s OK to call us, even if you’re not ready to decide. In fact, we welcome it. We’d rather you go in with both eyes open than guess.

How to Use Video on LinkedIn

Did you know that LinkedIn has added the ability to add video to your profile. There are a couple of simple steps you need to take, but, it’s simple. Under the section you want to add the video, click the video option after “Add Media:” You can add a document (think PDF), a Photo (maybe a project you’re working on or a photo of your office building), a link to a website, Video, or Presentation (you can even upload a PowerPoint).

When you link the video, it will embed the video into that section. All you need to do is go to your Profile page, click the little pencil at the top of the section of your Description. A new window will open and allow you to enter your Name, Position, etc. and all the way at the bottom is an area where you can either upload a video or provide a link to media. This is where you’ll want to upload your current, most interesting, video. Once you’ve added the media, you can add a title and a brief description. That’s it! Now, Add to Profile.

The next question is, “What should I put there?” That’s the easy part! We think an explainer video might be best, but here are some other options:

  • Explainer – Essentially a video that tells your potential clients a little about you.
  • Customer/Client Testimonials – Let your clients tell potential clients why they were happy working with you.
  • Product Demo – Show your potential customers something important or new about your product.
  • Service Demo – Show people what you do.

A couple of questions you might have after reading/watching this is “How long should my video be?” While you can click on the link to find out the answer to this, we can sum it up here with: that depends. A commercial is typically 15 or 30 seconds. While commercials are nice, they’re not your best option for LinkedIn. A 60 to 90 second video should do perfectly for LinkedIn because someone who has searched and found you will most likely want to spend a little time learning about you, and 60 to 90 seconds is adequate for that.

This is an example of an Explainer video:

Regardless of length, the key is to tell a story and make the viewer relate to you and your business. It’s very important to help the view understand why they need to hire you. Remember, you’ll be able to host your video on Vimeo or YouTube and embed it anywhere…including LinkedIn. Create one stellar video and use it everywhere! It builds your brand and it builds confidence in you.

If you have any questions, feel free to give us a call or post the question in the comments below.

4 Suggestions to Hiring a Video Production Company

video camera used at a football game

We get called frequently to create videos for potential clients. We are asked many of the same questions. But when it comes to hiring a video production company, asking the right questions and investing a little time will be worth the effort. You’ll end up with a much better resulting video that will professionally position your company. Choosing a production company can be a delicate process because, many times, you’re asked to pay up front for something that doesn’t even exist yet.

What to Consider When Hiring a Video Production Company

Listed in this blog posting are a few insider tips to finding a production company that can produce the high-quality video your business deserves.

  1. Demo Reel – Don’t Be Fooled! Many production companies create a great demo reel on their homepage. Usually it is just about two or three minutes long showing you snippets from multiple projects they’ve worked on. Looks cool. Looks like they can produce a great product…but the real question is, “What does the finished product look like?” Your video isn’t being created to just be pretty or cool, it’s created to effectively communicate a specific message you’ve created. You’ll want to dig a little deeper into the project to find out what the client was trying to create and the message they were trying to communicate. If you can’t find the finished product (red flag!), you might want to keep looking.
  2. Recent Projects. While we don’t always update our website as soon as we’ve completed a project (admittedly, we probably do this two or three times a year), if you can’t find a single recent project that was completed in the past few months, you’re probably dealing with someone who isn’t doing this type of work full time or isn’t very detailed in their business. Take a few minutes to visit their social media pages to see what their most recent works look like. Recent projects usually show you exactly what they can do and as well as show you their strengths.
  3. Get Quotes. While we don’t enjoy being shopped around, we also know that when we are shopped around, we’ll do well. Last year, we assessed our pricing to determine if we were in line with the market. We sent out a fake RFP (through a friend’s company) to see how other companies would bid on a project. What we found was shocking! We found that for the same project, bids were between $800 and $20,000! That’s a pretty big delta! When evaluating who to work with, think about the value you’ll receive (that doesn’t mean cheapest or most expensive) and the one with the best value is the one you should choose.
  4. You Usually Get What You Pay For. You can hire someone at any price to create your video. If you want to be on the upper end of the scale above ($20,000), you can find someone to charge you for that and probably wow you with their equipment and style. If you want to be on the lower end of the scale above ($800), you can find some college student or someone newer to the industry who is trying to build up his or her portfolio to produce your video. Keep in mind that professionals that require higher rates can do so because they are confident in their product and have enough experience to make your video stand out from the rest.

Keep in mind, these are recommendations we have when you’re trying to find a video production company. You may have other thoughts. If you do, or if you have questions, we’d love to answer them in the comment section. Feel free to post a question or comment below. Until then, good luck in your search!

Source: Jager, J. (2015). 4 Tips for Hiring a Great Video Production Company. Entrepreneur Magazine Online. Retrieved from http://www.entrepreneur.com/article/243236 on April 24, 2015.

The Three Types of Videos Your Business Must Have This Year!

Make 2017 a Video Year – Stay On Trend!

First of all, we know that video has made a HUGE stride in this past year. You can’t scroll through Facebook, LinkedIn, or a site like CNN without seeing ads with video. Having the right kind of video for that medium is critical. This article isn’t about that type of video; however, it is about the three most important videos you should have on your business website. When reading the three types below, think, “What does my prospective client want to know?” Then ask yourself, “Do these three videos answer their questions?” I’ll bet they do.

Company Overview Video

Almost two-thirds of all customers shopping online find a video about the company helpful in making a decision whether to buy from you or not. It can be simple or complex, but it needs to be there. Talk about your mission, why you exist, a founder’s story, or highlight a key employee. This makes your potential customer relate and want to get to know you more. Here’s an example.

Product / Service Demo Video

An informational video about your product or service can be extremely helpful. Is your service a little complicated? Does your product need some explaining? These are questions you can answer very quickly with a Product or Service Demo Video. Support that logic with a full 95% of those making purchases feel that a video is helpful while researching what they should buy.

Customer Testimonial Video

Prospective buyers don’t want to feel alone. In fact, they want to see and hear from those who have already purchased from you. Think about the last time you made a purchase on Amazon. Did you read the reviews? Most people do. In fact, most people who read the reviews also make decisions based on what they read in that section. Just remember, don’t promote…let your customer do the talking. Let your prospect connect with your current customer.

Extra Credit!

And, for extra credit, we’d recommend the video blog series. This is one you have to be ready to put some time into. There are two ways to approach it: (1) Do it yourself using your computer, audio, and desk lamp, or (2) Do it professionally, but cost effectively. We recommend that if you’re going to do this yourself, you do so in batches. If you want to create six video blogs to push out over the next several months, book a professional for a half day and shoot all six. Then, once they’re edited, you can release them like clockwork, something Google and your followers will like. Here’s an example of one of those video blogs now…

Source: Retrieved from http://bit.ly/1BAq9tX

Why Your Trade Show Booth Needs a Video

Trade shows are tough, aren’t they?  So many vendors, so much noise; it can be hard to make your booth stand out.  In fact, we at Plum Productions just exhibited at our first trade show, and we learned a big lesson we’d like to share: video draws visitors to your trade show booth.  It’s true!  An eye-catching video makes it near impossible for someone to walk by without noticing you.  For the best impact, set up a flat screen TV, hook it into your laptop and place it on the table in front of your booth—not behind you.  In a pinch, you can play your video right off your laptop if you don’t have an extra TV handy.  Ours was so effective that we gained several new clients, one of them being a custom video for—you guessed it—an upcoming trade show! As great as trade shows are, you might approach a video for your booth differently than a video on your website.

  • First, chances are the room you’re in will be loud.  Narration on your video might get lost.  You’ll want to make sure your video includes “punch words” or short phrases about your business.  Remember, a trade show video isn’t going to get into the nitty gritty about your services. It just needs to get people to stop and talk to you.
  • Second, go for flash.  Bright colors and quick edits grab attention.
  • Lastly, keep it short.  Remember, it only takes a few seconds for someone to pass your booth.  Keep your video concentrated to the exact information you want a passerby to see.

You can check out the video we created for our new client and see a real life example of an effective trade show video.

Good Luck! If you need any help, let us know!

I Can Make Your Video For $5

Video for Just $5

WAAAY COOOL!! You mean I can have a 2 minute video created by you, edited and everything for only $5? Awesome! Where can I sign up? So many times it’s the hook that gets us in the door. Unfortunately, a poor experience afterward can make us bitter and unhappy. We believe everyone should have video on their website or YouTube; but, we don’t believe it should look like your brother’s 9 year-old created it with their iPhone. We don’t have a problem with someone wanting to do it themselves; after all, that’s why we created MyVideo101.com, but we also believe it should portray the level of professionalism that the business and it’s owners portray in real life.

Getting stuff for cheap is rewarding…that’s why some people are addicted to shopping;Disappointed but cheap isn’t always better. Imagine you found a deal…no a steal…for a brand new iPad while searching online. You found one for $20. Would you buy it? Some would say yes…the risk is low (after all, $20 doesn’t get you far these days). Others would say, “It’s too good to be true, it must be a scam.” While there might be circumstances that warrant the low price (estate sale, estate auction, etc.) many times the buyer gets what they pay for resulting in that bitter and unhappy feeling.

We also don’t believe in the mantra, “High price means better quality.” We think those who charge extra for a product or service just because they’re a little better isn’t right either. But it must be in reason. That’s why when someone asks us how much it costs to make a 30 second video, it’s tough to answer. Things we must consider before we can even remotely tell you what the price is:  Where is the shoot? How many people will be in the testimonial portion? Will there be paid actors/actresses? Will there be narration? …and many, many more question. Each item may add some cost, but the cost will often time result in a much higher quality product.

So, the next time you hear someone say they’re having their cousin create their website video, ask the following question:

  1. “Will the quality of the video reflect the level of professionalism your business requires?”
  2. “How long has he/she been creating videos?” Just out of college, see question 1.
  3. “How long will it take to have the completed video?”

If you or someone you know is looking for a  high quality video for a reasonable professional price, let us know! Questions? Ask us in the form below.