Promotional Video Production: How to prepare to work with a studio to make your film a success

The stakes are high because the video will be shown at a trade show, a company event or during a video campaign. If the project doesn’t make it to the clients, the money will go down the drain and the person responsible for the production may end up without a job!

We’ve put together five tips to help you produce promotional videos to avoid such situations. They are based on our experience with over 350 projects of this type.

1) Set a clear goal for your promotional video

Promotional is a very broad term. That’s why it’s a good idea to clarify what you’re really about. This will make it easier to produce the film, and to also assess whether the goal has been achieved.

Is it about image building? Then, for example, the goal could be “I want our clients, after watching the film, to say ‘Wow, I didn’t know your company had such a great story”.

Sales? Then, for example, the goal could be “I want to generate an additional 400 thousand PLN in revenue”.

How about subtle education about our solution and dispelling harmful myths? Then, for example, the goal could be “I want customers who call the company to have prior knowledge about our products”.

Each different goal requires a different approach. Therefore, when producing promotional videos, it is worth having one specific goal. Not two. Not three. Just one.

2) Choose a promotional video production method

You can pursue:

1) Movies:

1.A.) Videos shot with smartphones

Many YouTube videos are shot this way. Take your iPhone in hand, look for good light or illuminate the set yourself.

Of course, it’s hard to make a Hollywood-level promotional video this way.

If you’re a company that sells premium real estate, it may not be a good idea to shoot your campaign this way (although Bentley shot one of its commercials using an iPhone). On the other hand, in the case of a startup, such naturalness (and low costs) may be a great idea.

Made in Paris filmed by iPhone X

1.B.) Films shot by a film crew

When we think of producing promotional films, what usually comes to mind is a studio, big, heavy cameras, professional lighting and a trailer for the main actor with a star on the door.

All this can be guaranteed to you by a film crew. The costs are considerable though, but with the right work with light, professional actors and top-notch equipment, you can achieve virtually any effect.

Film firmy Samsung

2) Promotional animations

2.A.) Whiteboard animations

These are the animations with a drawing hand.

The drawing form shortens the distance, engages the viewer and allows for considerable freedom of creativity.

Whiteboard animation for TechnoNICOL

2B) Vector animations

These are called computer animations.

Everything moves by itself and graphic designers together with animators can create almost any solution.

Vector animation for the European Rover Challenge

2C) 3D animation

This is the most complex type of animation. If you go into complex 3D animation, the budget and capabilities can be similar to working with a top film crew.

The effects can also be amazing. Such films as Shrek and Where is Nemo were created using this method.

Corporate 3D animation for mining industry

Once you know what method you want to use, it’s time to contact the agency.

 

3) Fill out the Brief carefully – in writing or by phone

Each studio collects information about the project from the client. Sometimes it is done using a form, sometimes by phone or face to face meeting.

During such a conversation, the studio gets to know the broader context of the project – whether the promotional film will be a part of a larger campaign, what style should be used, etc.

It is important to fill in the Brief carefully, so the agency can present proposals that hit the mark.

4) Choose the right style

Dark, colorful, formal, playful. A good studio can create virtually any style.

Most often, it is chosen based on the target group, product, and client’s goals. A promotional film for sunglasses aimed at teenagers will look different, to a bank image film for wealthy entrepreneurs.

Based on the style, the color scheme of the promotional video is chosen and the characters or the storyline.

5) Keep good communication with the studio during the project

During the promotional video production, you need to give the studio the right content materials. Think through and accept the work schedule. Keep an eye on deadlines for turnarounds and involve decision-makers.

6) Take care of distribution

Don’t forget about the last point as without distribution, the production of promotional videos makes no sense, i.e. how will you reach your viewers.

Is the video going to be shown on TV? On YouTube? On LinkedIn? Or maybe in meetings with clients?

You need to know how you will reach your audience, or else your promotional video will be collecting dust!

The most common distribution channels are:

Traditional media:

  • Television (regional and national),
  • Cinema,
  • Out of Home screens (e.g. located in shopping malls, train stations or airports),
  • Internet portals

Social Media – both organic (free) and paid distribution (when you buy ads):

  • YouTube,
  • Twitter,
  • LinkedIn,
  • TikTok,
  • Instagram
  • Facebook

Direct:

  • Newsletters,
  • LinkedIn messages,
  • Emails to clients,
  • Meetings with clients,
  • Events such as trade shows and conferences.

Promotional video production in 6 steps

To summarize the 6 steps, proper preparation for promotional video production looks like the following:

  1. Set a clear goal for your video
  2. Choose your production method
  3. Fill out the Studio Brief carefully – in writing or by phone or face-to-face meeting
  4. Choose the right style
  5. Keep good communication with the studio during the project
  6. Take care of distribution.

 

If you would like to find out how promotional films are made by us, click the button below….

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About the author

Oscar Krysik

With over 10 years of experience working with renowned brands such as Lipton, Listerine, and Ben & Jerry’s, I have developed comprehensive communication plans, executed brand launches, and devised effective brand strategies. I am committed to understanding key messages and ensuring they reach the right audience. My experience also includes brand creation, exemplified by the launch of Benji’s Planet, a premium dog food brand. As a brand and marketing consultant, I help businesses craft their brand identity and communicate their value propositions effectively. I regularly update my skills with new certifications and stay abreast of marketing trends to ensure my strategies are cutting-edge. Outside of work, I am passionate about design, graphic arts, and enjoy bouldering in my free time. Contact me for expert brand and marketing consultation.

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ExplainVisually a laureate of the competition 50 Most Creative in Polish Business!

We are a laureate of this year’s ranking of 50 Most Creative in Business. 50 Creative is the biggest competition in its field in Poland. The ranking is carried out each year by Brief.pl. Amongst former laureates are CD Project, Brand24, iTaxi, LifeTube, Booksy or...

How to spend money to be happy? Our infographic in “Głos Mordoru” (“Voice of Mordor”)

“Money doesn’t bring happiness” or “You cannot have too much of a good thing”? Turns out, it depends on what you do with it. Those are the conclusions of Elizabeth Dunn and Michael Norton, Professors of British Columbia University and Harvard University. In their book...

Summary 2017

Christmas time has passed, so it’s time for some summary. We can’t describe this year with one word. 2017 was demanding, tragic, developing, successful, sad and joyful. In the period of 12 months we made over 70 films, which means we scored almost 200 total since the...

Our video helped to win 1,000,000$ in a Israeli’s startup competition

A week ago Seegnature, an Israeli InsurTech start-up, used our whiteboard animation during a pitch - presentation to the investors. The stake was high. Pitch is a key moment for a start-up. Several minutes of presentation may determine the company’s future. Especially...

HR Case Study: recruitment video

It was the end of May 2016, when we realized we could not put it off any longer. Everybody took their place, and we started the meeting. “We have to recruit new drawing artists! I can’t do it by myself any longer! We won’t manage when the new projects come…!” Klaudia...

Explainer video production process

Explainer video production process typically takes a few weeks (3-8). The production time depends on the film's duration, its complexity, the flow of works, communication between both parties (or three parties if an Agency also takes part in the discussion), work...