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These days almost every other person is a photographer, a film-maker, a music composer or a singer. And why not? The entry barriers have diminished. However, filmmaking is not about recreating the run-of-the-mill. They simply don't create the buzz. A film works only if its contents are novel. And this comes from maturity, experience, talent, unstinted hard work and a meticulous eye for detail.
Quality definitely pays, in the long run. We all realise that quality comes at a cost. However, we get only one chance to prove our worth to our prospective customers. We have to put our best efforts to impress him or else he moves on to the next competition. Calculate the cost of losing your customers to the cost saved in making a shoddy presentation.
Now, you may say that the other vendors you have short listed have promised to offer quality service. How do you differentiate? A film is all about emotions. The subtle finesse. Not only about hi-end camera and graphics. Compare if the other vendor's films connect with the customers? or is it just stating facts? It's all about the production value. The film may be simple but they definitely touch the audience. Here are a few examples. Lifebuoy made a presentation about the importance of washing hands without speaking even once about the brand. No celebrities. So much so that it gathered over 20 million views on YouTube. That is the power of film communication.
Colgate spends money on emotional content rather than cinematic or celebrity appeal. The focus is on SMILE. We often think that since we have paid so much money in creating a film, we should stuff our film with as much content. However, the mantra in film making is LESS IS MORE. Very few filmmakers and producers realise this prudence.
Top Celebrity, huge ad spend. The ad agency must have convinced the client on ROI. However we see only a few 100 views on YouTube! We have little to say here. You can use your prudence to judge what works the best for you.
In conclusion, hire a vendor who has the experience of working at an international level. Today the competition is global. Your vendor should understand your needs, understand brands and address them in a global perspective. Respect his experience in making corporate videos and leave the creative space for him. Remember a poor campaign can ruin your brand image.
Article written by Maitreyi Bhattacharjee, Production Assistant, Media & Communication Blogger
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