Producing a Business Video

How to craft a winning corporate video for every budget

By Debbi Karpowicz Kickham

Whether you're an innkeeper who wants to get the word out to the media, a florist who wants to show off wedding designs to prospective brides, or an entrepreneur with an exciting new consumer product that's ideal for an infomercial, a well-made video brings your business to life.

These are the keys to business video success:

Focus your message. Ask yourself what you most want to convey to your audience about your product or service. Make a list and you're on your way.
Prioritize. From your list, whittle it down to the five top messages that are most important. The key to producing a successful business video is to keep your messages on target.
Remember your audience. This will help you craft a better message.

After you've determined the subject of your video, consult these sources for more information.

Make it a production

Get production company professionals to help you out.
Try: Visit Action Video, Ocean Productions and Kontiki. CVP Production has clients nationwide.

Get the write stuff

Not sure how to write your commercial or product demo? Turn to a professional writer who can do the work for you.
Try: Media Bistro offers a freelance marketplace of professionals you can consider, or you can find help through the National Writers Union.

Get the info about infomercials

The Electronic Retailing Association represents nearly 400 companies in 45 countries and is the trade association for companies selling on TV and on radio.
Try: Visit the ERA for information and resource referrals.

Establish the right personal "look" for your video

If you're appearing in your video, a professional image is important. Don't wear white or black outfits, or those with "busy" patterns. Wear understated accessories and make sure your makeup and grooming are flawless.
Try: For further information, or to contact an image consultant in your area, visit the Association of Image Consultants International.

Suggest graphics and music. When you meet with the production company, bring along your ideas for graphics and music that you'd like to include, or examples of other productions that resonate with your business.
Bring marketing tools. Show the production company your stationery, brochures and any collateral materials, which will give them a better idea of your business, and may also be used as graphics in your video.
Get in the loop. Consider showing your video on a loop in your office or store, to demonstrate your product to new and existing customers.