Promotional Video Production – Promoting a Service
December 10th, 2011 in Promotional, Video Production Posted by cathy
If you’re promoting a Service, whether it is a home improvement, a diet, life coaching, teaching etc – then your video is all about people. Your promotional video should feature both the service providers and some satisfied customers who can tell their story.
Real life experiences are very convincing. A case study / reality style programme that tells the story of a customer journey, from ordering to the final results gives the viewer a clear idea of what’s involved and helps them to visualize the improvement they will experience if they decide to purchase.
If you’re filming a customer case study then you need to choose your case study carefully.
Select a customer that your typical customer demographic will identify with and relate to and meet with them in person prior to filming.
Customer case study
If you need to film in a customer’s home, then you need to check that it is suitable. A customer may not think it important to mention that they’ve just stripped the walls or that they have a lime green and purple colour scheme. Each to their own – but do you want people to associate your brand with this imagery?
If the service you’re offering produces a physical change then before and afters are a tried and testing selling tool. Everyone loves to see a makeover so if you’re installing a kitchen or a conservatory, then make sure you film it beforehand. If you’re selling a diet, make sure the customer has some before pictures.
Make sure that your production team has a list of the key features and benefits of your service so that they can ensure that each point is covered in the interviews. They should also know the full customer story in advance so that they can plan and set up scenarios to film to illustrate the story. See the blog article Corporate Video Production Part 2: In Production for more information on filming cutaways.
If you use a Presenter to introduce the video and conduct the interviews, this will add personality to your video and give it more of a TV feel. If you’re selling to consumers then this works very well.
If you’re providing a B2B service, you might feel that a presenter is not warranted for a business video. In this case you can either use a voiceover to link customer stories or simply allow the interviewees to tell their stories in their own words. A good interviewer and a good editor will be able to produce a programme that tells a succinct story in this way.