The B2B Marketing Manager’s Worst Nightmare – The Video That Didn’t Work

No one wants to be caught spending thousands on a new marketing video only to be underwhelmed by the final results.

But how can this happen?

How can a vetted, approved video production company somehow get it wrong, and leave your audience underwhelmed?

There’s rarely one reason why a video goes wrong.

It’s usually an accumulation of small overlooked errors rather than a single disastrous mistake.

But the net result is still the same

– a video that doesn’t work.

Here’s a list of reasons how this can happen – and how to avoid them.

The Wrong Script

Well, not so much the wrong script, as a script that doesn’t properly address the needs of the audience.

For example:

> the script talks about what the company does and not enough about what the client needs

> the script doesn’t differentiate you clearly in your marketplace, and ultimately gets drowned in a sea of me-too videos

> There is repetition in the script, which makes it boring – or at least less exciting to watch

> The writing is plain old cliched, and lacks sparkle, nuance, pizzazz or whatever else it takes to make your script stand out using modern business language

> The scriptwriter never really listened to the brief, and simply wrote what they thought was right, ie, close – but not close enough.

It’s easy to avoid these problems if you hire an experienced proven scriptwriter.

But too often clients – and video production companies – take the script writing for granted, and put far too much emphasis on, say, High Concept, ie, great theory but poor deliverable.

Don’t get caught with the Wrong Script.

The Wrong Shoot

What is a Wrong Shoot?

A lack of stunning footage – or too much mediocre footage – is the simple answer.

Here’s a number of examples of what can go wrong in the filming:

> Overlong pieces to camera by company directors. While short effective soundbites work, long speeches can have the opposite effect. Stick to short soundbites.

> No planning of how the shots will be finally post produced in the studio. Filming scenes that leave no room, or special place, for animated captions or graphics to dance on is a common failing. But overall lack of consideration of how filming and studio post production will dovetail together is the underlying cause of poor footage.

> Using own staff who are particularly dull on camera, when perhaps professional actors should have been used

> Too much filming of one area, and not enough of another. Video editors need lots of varied footage to do a good job. They’re restricted if they don’t get this, and consequently the final result looks bland in parts. Filming plenty of variety solves this problem.

> No awareness of Power Images – ie, the shots that look great, and come from the eye of an expert camera operator. Every shot needs to have something a little bit special – or else!

The solution to the above is to be more selective over the shoot crew you hire – and the video director who visualises and plans your shoot.

And ensure the whole production team are all involved fairly early in the production, ie, get the editor involved at the storyboard stage.

Don’t get caught with the Wrong Shoot.

Wrong post production

The first and and most serious mistake in post production is Dead Spots.

Dead Spots are the parts of the video where it suddenly goes dull, bland or uninteresting for a few seconds or more.

It’s at these Dead Spots that viewers start to fall asleep, or stifle a yawn – and your message loses its power.

Dead Spots have probably lost more business than any other single cause in video

– yet most B2B marketing managers have never even heard of a Dead Spot.

Dead Spots can happen for a number of reasons.

The main reason is placing too much emphasis on the good bits of the video – the attractive crowd-pleasing parts

– while overlooking the less interesting parts of the message.

The second reason is a lack of awareness (or simple acceptance) by the video editor that there are 1 or 2 areas of the video that don’t look quite so good as the rest.

The third reason is an overlong script which lacks firepower. It’s very difficult for a video editor to inject life and sparkle into a tired old script.

The fourth reason – and possibly the most common – is a break in the meaning and flow of the video. The video’s reasoning suddenly goes slightly meaningless for a few seconds, perhaps as part of a dull speech. Continuity breaks kill off audiences.

The solution to these problems is fairly straightforward.

A proactive approach to Dead Spots should be embedded as a fundamental part of the whole video production process.

All videos can have dead spots. You just have to aware of their potentiality at every level of the production process.

This way you’ll avoid the B2B marketing manager’s worst nightmare – the video production that doesn’t work.

Here’s a dead spot free zone www.rossiterandco.com/instant-impact-marketing-video

2016 Guide to Digital Marketing

Leave a Comment





Call: UK 0845 366 4131 | International: 0044 1695 726887
Rossiter & Co Ltd | Registered in England
Reg. No: 4333515 | VAT No: 483622044