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Ethical way to highlight competitor flaws
Okay, that's the controversial header to grab your attention! Of course, you need to brief your producer but how rigidly should you impose your ideas?

You may have engaged a videographer simply to translate your ideas into moving images. By so doing, this presumes that you're an expert in creating and writing productions. In our experience that's rarely the case. If you've chosen wisely, you'll have engaged a Corporate Film production company that specialises in a particular type of production, so why wouldn't you want to gain from its many years' experience?

A good production company will be able to analyse your brief and offer ideas that very often work much better. Here's a case study where a client had preconceived ideas that could have restricted some producers and thrown away the very opportunity that it was hoping to achieve.

When recently asked to produce a product advert, the client wanted to attack the product's shortcomings of its main competitor. Criticising competitors is not a tactic we would recommend unless you're a politician, a supermarket or a major global market player with endless resources. Not only could it have an adverse effect upon potential clients but it could also wrap you up in a lengthy and expensive legal battle.

The product's selling point over its competitor was the technological improvements the company had spent several years developing. It was therefore insistent that the competitor flaws had to be highlighted. Thankfully, the company was willing to accept advice and to present a positive alternative.

We're firm believers in storytelling but in this instance we decided a "product review" would better meet all the criteria and we're glad to say that the product launch in North America was a huge success.

Many video producers have limited scope and resources so whilst they might make pretty moving images they simply do what they are asked; but is that the right approach? It may not be the most comfortable thing for a client to accept, but when you engage a Corporate Film production company with specialist marketing skills it pays to listen to its advice. You're not only paying for production of the moving image, you're also paying for its professional guidance.

You can watch the finished product review here.


If you have challenging communication needs and you're open
to better ideas, why not give CorpFilms [UK] a call?
"It's what we're known for. It's what we do well"

CorpFilms [UK] specialises in 'high-end' corporate film production. * Company Promotions * Web and Point of Sale adverts * Training, Employee Inductions and e-Learning * Product 'How to' User Guides & Demonstrations * Live Events and Award Ceremonies * Interactive Interviews
Call or email for an informal chat.

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