We have dealt with a lot of companies big and small over the last few years. We have had countless conversations with C-Suite leaders, mid-level managers, and a variety of business owners. These are the decision-makers.
Our initial conversations with decision-makers tell us that they can be intimidated by video. It's generally a new medium to them, so we don't blame them if they get overwhelmed by the idea of video marketing. They've been exposed to print, web design, and other creative services for years now, but more often than not, these are professionals with no experience in video marketing. When I worked in corporate marketing and communications, we would triage all video requests for necessity. Our resources were small, but the demand was large, so we had to make sure everyone had a plan for their final product, so as not to waste our time and theirs. Dollars to donuts, when we started discussing strategy, we would quickly discover there wasn't one and likely that came from a lack of experience with video. I've heard "We just want a video." more times than I care to count. If I only had a nickel for every time we heard "We don't know what we want, but we'll know it when we see it." That's not a strategy. Would that be said to a team of web designers working with a five figure budget? Probably not.
Decision-makers often come to the table confused about strategy, time commitment, and cost surrounding high-quality video marketing. It's a palpable struggle they are facing. They struggle with the idea of failure, burning budget, or not understanding the scope involved with executing a video production plan. Using the example of a web design, you wouldn't expect a well strategized website to take a week, so you shouldn't expect the same thing from a video. Our experience tells us video can sometimes be a misunderstood and undervalued tool in the marketers digital tool box. Hiring experts to guide you through those fears and execute a well orchestrated plan is essential to any journey.
We believe that journey should begin with understanding the power of video. Please refer to this infographic to understand just how powerful this medium can be and why you should trust it to a team of professional video marketers.
Media Masters is based in Austin, TX and produces video marketing content for small local businesses to large international corporations.