Most companies spend a lot of time and money defining who their customers are and who they’d like them to be. Their reason for all this effort is target marketing. If they know their viewer, they can tailor their message to the needs of their viewer and communicate to them more effectively.
The same holds true in creating your video message. Get to know your viewer! What is their cultural and educational background? How much do they already know about the subject matter? Why does this person want to watch this video?
The viewing environment is also important to define. Will the video be watched alone or in a group setting? Will the subject matter be introduced by a live speaker? Will there be a follow up discussion on the contents of the program? Will it be watched at home, at work or some other place?
Also important to define is the delivery hardware. Will the program be watched on a large screen or small TV set? Will the room be air-conditioned? Will there be outside noise or other distractions? Is the sound system of good quality with large speakers?
All these things will affect the decisions of how the program should be put together. If taken into account, the end product will communicate your message more effectively and get the viewer to react the way you want or to do what you need them to do.
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Video is Affordable
"It's no longer just for the Fortune 500. Producing a marketing video often costs no more than a professionally designed color brochure. A carefully scripted 6 to 8 minute video can be more effective and convey as much information as a stack of printed materials."
