Dealing with clients

Den Lennie TV-Bay Magazine
Read ezine online
by Den Lennie
Issue 104 - August 2015

For many clients, the prospect of commissioning a video production leaves one key consideration in their minds and that is: how much is it all going to cost? Particularly for marketing departments or smaller businesses which may only spend a nominal amount of money on advertising. Video production by its very nature involves more personnel and more costs and will likely be inherently more expensive than some graphic design work or print advertising.

If you want to grow and build a successful video production business, you have to start thinking from the clients perspective. The client just sees video as a cost in the early stages. Thats why so many clients are price driven. How many times have you had an email or a phone call in which price comes up in the first five minutes?

Video production is expensive and when you start hiring crew and factor in post-production and all the other associated costs, things can start to add up. So your role as a producer is to help the clients fully understand the benefits and reach of video, over other traditional forms of communication. You need to work with the client to help them understand that any spend should be viewed with a clear return on investment (ROI).

A visitor to a website is more likely to watch a one minute video than read a block of copy because watching a video is far less labour intensive than reading a block of text. And its this key benenfit that you need to explain to clients who are expanding their advertising to video.

This goes beyond just shooting and editing a video; you have to help the client feel comfortable that while there may be a greater initial outlay than perhaps they are used to, the benefits of video can be far reaching.

Many clients may understand the necessity of reaching a far wider audience, but many will not understand the process involved in producing video to a high standard. Some may be attempting to create their own videos, the iPhone, for example, is a very capable video camera and there are many how to videos on YouTube. Your job is to persuade the client that by creating a high-quality video, it will give a far greater impression to their customer. And with a bit of pre-planning, you could shoot a lot of different content within one day of filming, and although this may come at a cost, it could be a real investment long term.

I worked on a project recently that involved a celebrity being booked to endorse a product. The celebrity fee was significant and ran to tens of thousands of pounds. In order to take full advantage of the shooting day, we are planned to shoot between 10 and 15 different films. Those could then be edited and released throughout the year to spread the cost. So while the overall production cost the client in the region of£60,000, we created 15 short videos, and then spread them out over the year and this meant they could incorporate them in different marketing activity, then each video effectively only cost £4000.

Particularly in corporate organisations, breaking down these larger figures into a cost per piece can sometimes ease the shock of a larger number. So the £4000 per video price can be streaming on their website, and be sent out to clients, and they can drive social media and other traffic to web pages.

You simply have to help your client understand the benefits of using video. Remember, most businesses are very focused on the volume, by that I mean website visitors and website traffic. Many focus on the bigger numbers because more traffic equals more sales. One way to help the client understand the ROI of video, is to ask them to do some simple math. For example; lets imagine Bob who manufactures custom alloy wheels. He currently sells 10 sets of alloy wheels per week and makes $5000 profit. Taking a four week month as an average, Bob is currently making $20,000 per month profit. Over the course of the year, thats $240,000. Lets now imagine you could make a series of videos showing the craftsmanship, care and hand detailing on that product. That video could then be uploaded to YouTube and promoted. If he was able to sell an extra five sets of alloy wheels per month, hed make an extra $2500 profit. That is an additional $30,000 in a year.

If you now asked Bob how much he was willing to spend in order to increase five more sets of sales per month that were worth $30,000 a year, he may be willing to spend one third of that extra profit. In truth, he may well be able to sell even more than those predicted five extra sales per month, but its about educating the customer what is possible, and how a video could really be a fantastic return on investment. The really great aspect of this example is that more than likely, Bob will make more sales than predicted - and with more sales, hes likely to ask for more videos. This method of approaching clients from their point of view (whats in it for them) is more likely to have greater outcomes for you and your video business.

Tags: iss104 | video production | advice | tips | post production | business | Den Lennie
Contributing Author Den Lennie

Read this article in the tv-bay digital magazine
Article Copyright tv-bay limited. All trademarks recognised.
Reproduction of the content strictly prohibited without written consent.

Related Interviews
  • Aframe Cloud Video at IBC 2013

    Aframe Cloud Video at IBC 2013

  • Bebob V-Mount Batteries at NAB 2019

    Bebob V-Mount Batteries at NAB 2019

  • Tips and Tricks for Live Webcasting Events

    Tips and Tricks for Live Webcasting Events

  • Tony Taylor from TMD talks about Post Production

    Tony Taylor from TMD talks about Post Production

  • Davinci Resolve 14 with Fairlight from Blackmagic Design at NAB 2017

    Davinci Resolve 14 with Fairlight from Blackmagic Design at NAB 2017

  • Forscene at IBC 2014

    Forscene at IBC 2014

  • Quantel LiveTouch at IBC 2014

    Quantel LiveTouch at IBC 2014

  • Quantel deal with AFP at IBC 2014

    Quantel deal with AFP at IBC 2014

  • Snell Kahuna Production Switcher at IBC 2014

    Snell Kahuna Production Switcher at IBC 2014

  • Forbidden Technologies FORscene at BVE 2014

    Forbidden Technologies FORscene at BVE 2014

  • Forbidden Technologies FORscene App at BVE 2014

    Forbidden Technologies FORscene App at BVE 2014

  • Tony Taylor from TMD talks about LTFS at IBC 2013

    Tony Taylor from TMD talks about LTFS at IBC 2013

  • Tony Taylor from TMD talks about Mediaflex CI

    Tony Taylor from TMD talks about Mediaflex CI

  • Facilis at IBC 2013

    Facilis at IBC 2013

  • Facilis at NAB 2013

    Facilis at NAB 2013

  • Autodesk at NAB 2012

    Autodesk at NAB 2012

  • SGO at IBC2011

    SGO at IBC2011

  • Pilat Media on BroadcastShow LIVE at IBC 2013

    Pilat Media on BroadcastShow LIVE at IBC 2013

Industry Ready Broadcasting Students
KitPlus Cardiff Metropolitan University traces its roots back to 1865, when they opened their first school in an old library. Now Cardiff Met is a global, practice-focused and professionally oriented institution, committed to ensure every student fulfills their potential to make outstanding contributions in their future industries.
Tags: iss138 | newtek | live production | cardiff metropolitain | sports broadcasting | tricaster | cardiff devils | KitPlus
Contributing Author KitPlus Click to read or download PDF
How LiveU Has Changed The Way We Work At ITV Daytime
Tim Guilder As my job title suggests, I’m responsible for planning and executing technology projects across ITV’s Daytime, including outside broadcasts, which are central to what we do. We broadcast live for more than six hours every weekday with four shows: Good Morning Britain, This Morning, Lorraine and Loose Women. With a history as one of the main UK terrestrial broadcasters – of course, we have also evolved alongside the industry in terms of viewing options – we have high standards. We constantly generate new ideas to keep audiences engaged and we also need to be responsive to the latest breaking news.
Tags: iss138 | liveu | itv | daytime | cobham | explorer 8100 | satellite | lu600 hevc | ka-band | lu300 | garland | Tim Guilder
Contributing Author Tim Guilder Click to read or download PDF
How the Womens World Cup was Boosted by Broadcast
John Griffiths As we write this article, England’s Lionesses have just beaten Norway 3-0 and are smashing viewing figure records, with 6.9 million viewers tuning in to watch them play Cameroon on BBC One. Rewind to the previous World Cup in 2015, and England’s group and early stage knockout games tempted up to 2.5 million viewers for each match. It’s safe to say that women’s football is finally having its moment; what was perhaps once considered a niche sport is finally gaining momentum in the mainstream space with broadcasters giving it the attention it deserves.
Tags: iss138 | wwc | world cup | spicymango | diversity | John Griffiths
Contributing Author John Griffiths Click to read or download PDF
Making the Workflow Flow
Bruce Devlin - new The toughest things about being the Standards Vice President (SVP) is that everyone expects standards to be the most important thing. In all the systems that I’ve designed and deployed over the years, I've yet to find any production workflow that is 100% standards based. True, the core technologies may well be standards based, but the overall workflow is made up of many technology pieces from open source code, through de-facto delivery specifications based upon SMPTE or Trade Association Specifications that in turn depend on full, International Standards to work. I can already hear some folks saying "In the good old days, everything used standards", but I beg to disagree.
Tags: iss138 | pye museum | pye-philips | smpte | ietf | ieee | w3c | aes | Bruce Devlin - new
Contributing Author Bruce Devlin - new Click to read or download PDF
State of the Nation: Wings, Fine Coffee and Fake Nudes
Dick Hobbs - new One of the many attractions of this time of year is that I get to meet with my fellow judges for the IBC Innovation Awards, and see what the industry sees as the most important, most forward-looking projects of the day. For me, this says what the key talking points are going to be in September, far more eloquently than the endless press releases from vendors which are already tumbling into my inbox.
Tags: iss138 | ibc | smpte 2110 | deepnude | cisco | Dick Hobbs - new
Contributing Author Dick Hobbs - new Click to read or download PDF