WHEN PRETTY MOVING PICTURES +
SNAZZY MUSIC ALONE, AREN'T ENOUGH
It takes a variety of
different styles of video and film production to achieve the varying aims of
marketing or sales communications. Companies in the league of, for example,
Samsung, Cadburys, BMW don't need to say much. They are simply reinforcing
their very strong brands. That's not a luxury every business can
Which style of film is right for
the business aim? For the vast majority of organisations, a montage
of pretty moving pictures set to snazzy music just doesn't deliver results. The
whole essence of the medium is to educate but unfortunately nobody learns
anything from that style of video, and since those companies aren't in the same
league as Samsung, their marketing tactics will be more effective if more
When even industry recognised and well-established
Worcestershire company, Oakland International, pitched its new tempering
service to a major International Supermarket chain, for a £3 million per
year contract, it was clear to Oakland that it needed a more convincing film to
support its presentation.
Which is the
better content? Oakland International has lots of exciting and
impressive visuals so it would have been an easy option to just film some very
creative shots. But what would that have proved? The film would not have helped
the client fully grasp the potential of sourcing the new service.
companies, when they commission a corporate film, know what it is they need to
communicate but not the best way. Unfortunately that can lead them down the
wrong direction. The solution is to devise a strong content-led, but not
overfilled, story line that appeals to buying motives. In marketing and selling
terms, we also refer to this as 'satisfying emotions' so that in filming terms
it can become truly engaging as opposed to being of wishy-washy
How should that be
done? So the next stage is for the specialist film producer to
thoroughly understand the key aim (singular not plural) of the project, the
nature of the product or service and the emotional need of the viewer in order
to produce a highly focused storyboard and script. For Oakland International's
film, CorpFilms also used one of its own professional presenters to guide the
viewer towards an even better understanding.
Camerawork, the most
appropriate filming resources, equipment and editing are, of course, critical
too but that's a topic of a different article.
What was the final outcome? Oakland International was
successful in its bid and a year later the contract now forms an important part
of its activity. If you'd like see the Oakland International 'Tempering' film,
click here or the image header.
If your business communication
would be better content-led, appealing to prospects' emotions, 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.