At Penrose Productions, we understand that creating a business or commercial video can be quite a challenge. Video production can be viewed as a stressful or laborious task, but with a little preparation and some help from your local video producer (e.g. us), you too can produce compelling video content.

As a video production company in the San Francisco Bay Area, CA, we’ve created a handy checklist to help you create a video with as little stress as possible. Follow our checklist to produce a business and commercial video that captivates your target audience so that you can get back to the other important things in your business.

1. What is the purpose or goal of the video?
It’s critical that you precisely identify the reason for making this video. To say simply that you want a video for your website or a video to show potential clients doesn’t tell the video producer much. A video producer needs to know what specifically you are trying to accomplish; for example, get people to be impressed with the great value in owning our X widget and to want to learn more about it.

2. Who is your target audience?
Hopefully, you have done your market research to identify the demographic (BtoC) or business (BtoB) data for your target audience. It makes a difference in the way a video production company crafts your video.

3. What are the key messages you want to communicate in your video?
Producing an effective video is not a hit or miss effort. You can not expect to communicate your message effectively if you just tell your video production company to show up with a camera and microphone and hope for the best.

4. What is your timeline?
You need to tell your video production company when the video needs to be finished. Often, there are trade shows or product roll-outs that drive the video due date, and as your partners in this video production, you should inform us about your timeline. Also, the longer the shelf life you want for your video, the more planning and preparation will be necessary.

5. What is your budget?
Just as when you go shopping for a new house, car or appliance, it’s best to know what your price range is. While a producer can listen to your vision for the video and propose budgets for different types of treatments, it’s most expedient if they know your budget going in. And don’t worry, video producers won’t insist on spending it all – they just want to create some realistic expectations for all concerned.

6. How will you measure the results of the video?
This is directly related to point #1, above. Your goal should dictate what you want to have measured. Is it to generate more sales leads? Then you will want to have a video with unique calls to action, such as unique clicks to a tracking page, or a separate tracking phone number. If you are looking for more general exposure for the company or product/service, views on social media might be a better metric.

7. Do you have specific visuals (or even audio) that need to be included?
Perhaps you need interviews with particular people (executives, satisfied clients, etc.). Or if you are creating a historical perspective, you might need images from the early days of the company. Even if you do not have particular images and audio in mind, a video production company can assist by gathering stock footage, copyright-cleared music, etc.

8. Who will be the decision-maker and/or the point of contact?
It is vital that the video producer you work with has a single point of contact within the organization, and it’s ideal if that person is also the decision-maker. A scenario we, at Penrose Productions, have seen all too often over our thirty-eight years in video production is working to satisfy our point of contact who does not have regular access to the decision-maker (if they are two different people). More than once, we’ve had sign-off from our contact who only shows the video to the decision-maker just before the deadline. At this point, it’s too late to make significant changes to the video, and the decision-maker may not be happy, wanting some things changed. That’s the last thing your video producer wants – your video producer is all about client satisfaction, particularly if there is a hard deadline involved. Also, this could result in significant extra charges that could have been avoided with good communication and planning.

9. Where will the video be shot?
The vast majority of videos we shoot are on location, typically in offices and the like. However, there are other options, such as warehouses, farm fields, aerial views, urban environments, etc. You can shoot in a studio as well. Work with your video producer to determine the best locations for your video.

10. Where will the video be posted?
Typically, these days business videos are posted on YouTube as well as some other platforms. Social media provides a host of other possible locations to give your video the exposure it deserves. Maybe it will be featured in online ads or even broadcast television. You might want the video to show in your booth at a trade show. Ask your video producer about the many different ways you can get your video seen.

If you have any concerns about creating a video for your brand or you’re looking for a video production company to help simplify the process, reach out to us at Penrose Productions. We take immense pride in our quality workmanship as well as our customer service. Whether you need commercial video production, corporate video production, video editing, or video marketing services, we pledge to live up to your expectations. We aim to deliver exceptional results and deliver value to them while giving them a memorable experience.

To learn more about our services, please click here. Have a question? We’d love to hear from you. Contact us here.