Video Basics For Business - the planning stage

Video Production

Have you ever watched a film and thought, ‘what was that all about?’ Vanilla Sky creeps into my mind.

That’s why when we work with clients, one of the first questions we ask is, ‘what is your key message?’ Getting your key message communicated to your target market is essential when creating a video otherwise – what's the point?

Don’t become overwhelmed thinking your message is too complicated and difficult to tell, break it down into sections.

First of all, decide who your target market is, how they will view it and what your distribution platform will be.

Are they busy executives who want the facts and benefits straight up without the bells and whistles? Are they holidaymakers who want to be sold a dream of a magical escape?

Thinking about your audiences’ needs is imperative when planning your concept. Also, think about the tone or mood you’re trying to create and what music, if any, will be used.

Next you need to decide what your key Message is. If they walked away with only one point from your video, what would you want it to be?

Once you have that decided you can plan your sub messages. These should include important facts that validate your key message.

For example:

- What are the benefits of your product / service?

- Why is your work important?

- Is there a particular technology that makes your product the best?

- Are you an award-winning business in your area?

- Can you offer guarantees?

Testimonials or case studies add a human element to the film so think about interviewing someone who is blown away by your product or service.

Will you interview your workers or CEO to talk about your key point and give a personal insight to your business operations? Remember that these people will be the faces of your business so think carefully about the image you want to project.

Referring back to your company’s philosophies and mission statement is important to ensure your messages are in line with what you are saying throughout the film. It will also give you key words and phrases to reiterate your message and brand. Being consistent is very important.

Ask yourself who you would like to watch this film. What do you want them to do after seeing it? Do you want them to order a product online? Call for more information? Or make a booking or reservation through your website? No call to action means poor results.

The most vital element of film is often the least thought about by clients. People forget that pictures are rather important to the medium. Early on in the planning stages, identifying what images you need to tell your story. What emotions do you want to evoke?  Will music enhance the experience or emotion? What actions do you want them to take after? Pictures evoke deep memories and powerful feelings. Use them to compel your audience to act.

As an exercise you could start planning your own film. Use a project that you are currently working on or a product you have just launched and see where your ideas take you. It's actually a bit of fun!


Laticia Gibson

Managing Director at Blue Clay Productions

I have over nine years journalism experience having worked as reporter for Channel Seven before moving to London for two years to work for the BBC, ITN and other media agencies. I now run Blue Clay Productions, a video production company based in Sydney and Wagga Wagga, offering a wide range of services from filming, editing to motion graphics. We also increase the online presence of clients by creating strategies and compelling video content that fits our clients’ marketing needs and budgets.

Comments (3)
Laticia Gibson

Laticia Gibson, Managing Director at Blue Clay Productions

Thanks David. People forget the K-I-S-S rule so often! The simplest tasks are overshadowed and made complicated when all you need to do is peel back the layers.

David Price

David Price, Director at

Simple, logical stuff, Laticia - a good read...

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