BiteSite has been in business for over 6 years now and we've had the amazing privilege of making a lot of corporate videos for a variety of clients.
When we started, we had a less formal process but we definitely found it important to get at the heart of what our clients were trying to say. Whenever we had a kick-off concept meeting, our goal was always to leave that meeting with the confidence that we could sell our clients' products or services.
It was that passion for our clients' culture and message that led to a surprising benefit that a couple of our clients have now commented on.
One key part to our process is having a collaborative concepting meeting where we ask our clients questions like "What is your key message you're trying to convey?", "What is the culture or mood that you'd like to evoke?", and "Who is your key audience?" In doing this, we get a good picture of everything that our clients are about. We really try to buy into everything to the point where we feel like a small part of our clients' companies.
Although I have not worked directly for marketing firms, I would imagine this is a common messaging exercise.
Distilling it down
Where things get interesting in terms of video production is that we introduce the constraints of video. Most video aims to be short and easy to consume. We're talking in the neighbourhood of 30 seconds to a couple of minutes max. So with these constraints in mind, our next step is to ask our clients tough questions about what is truly essential. We ask them "Are there certain aspects of your messaging, your culture, your services that we can cut out?" For some clients, this comes really easily, while others have to make tough decisions. When it comes down to it, when you have such a short time to communicate a message, you want it to be simple and short.
Don't make the mistake of trying to cram everything you can into one video.
The Surprising Benefit
So after going through the exercise, you end up with a nice, simple, well-thought out and concise message. You end up with a quick way to communicate exactly what it is you're trying to get across. Once you have this, you can now apply elsewhere: to other marketing materials, to your presentations, and to your daily conversations.
So even though your ultimate goal is to end up with a video that you can share around the world, making a corporate video has the added benefit of putting your through an exercise that forces you to think and communicate in simpler, easier to understand, well-thought out terms.
Thanks for reading.