Sausage Factory Videos
Director at Thought TV.
So you’re watching back a series of promotional videos from your events and you notice there seems to be a formula. You don’t need to be a videographer to know that working to templates is easier than redesigning from scratch every time. So how do you avoid the sausage factory promo?
Very often editors work to templates without even realising it. In essence the editors job is to tell a story and this in itself has a template, beginning, middle and end. A template whacks of uninspired editing but actually may not always be a thing of evil and almost certainly will not be entirely the editors fault.
If a client comes to us and asks for a promotional video to cover their event we immediately run through a series of questions to find out who we’re targeting with the video and what elements of the event they want to promote. Some clients have a very good idea of this, some don’t.
Once we have delivered the event the client then books up a series of other events. At this stage we meet to discuss what the strategy will be for the future videos, how can we differentiate them and what the client hopes to see in future videos. This is where the formula comes in. The client wants to find a common set of principals so that we don’t need to meet for every video and they know what to expect every time. This still doesn’t necessarily mean they’re getting a sausage factory promo. As long as content from the event is at the forefront.
Some clients want promos that encourage delegates to attend next years event. Logical, in the box, thinking would be that to get more delegates to attend, have previous delegates say how good the event was. This is fine. Testimonials aren’t a terrible way to show how great an event is, but they are not the best way and if used they need to be unique to that event.
The most overused soundbites in the world are “This events great for networking” and “some very interesting speakers”.
The most “overused soundbites in the world” shouldn’t exist as a category, because your event is full of interesting content which is unique to the event. Bringing content to the front of what you are trying to say with your promo means that every video will be different.
If you do think that delegate soundbites strengthen your video then delve a little deeper than the most overused soundbites. If this event is great for networking, who have you met? What type of person? What level in the company? How are these contacts helpful for you? If there were some interesting speakers, who were they? What did they say that was interesting? How will you apply this to your everyday? If you have a twitter channel for the event then why shoot voxpops at all. People will be giving you honest, real time feedback during the event. Why not integrate tweets into your video, this is honest, non pressured feedback.
As the web becomes populated with promotional videos, as a means to market companies, you need to find a way to differentiate.
Why do we think it’s our responsibility to tell you this?
The first reason is simple, transparency! If we remain transparent our clients trust that we have their best interests at heart. The second reason is more complicated, proof of “out of the box” thinking. “Out of the Box” thinking not only assures our current clients that we are the best but also shows potential new clients that we are the best. When you’re contract with your current videographer runs out, you’ll know where to come (please bring your videographer with you, we are growing and training). The final reason is more obscure. We don’t like sausages! Having all worked for other companies that place no stock in innovation, or dedication to quality (there are plenty of them), we need to be stimulated and engaged by every video we work on.