Luxury brand retailer seeks training video

Q: We’re a luxury brand international home furnishings retailer and we’d like to produce a training video to show our staff how to talk about and discuss our products with customers, as well as gain a better understanding of how are products are designed and manufactured.

This level of training will enable them to be more knowledgeable and proficient with customers.

Marketing Director
London

A: The challenge here is to communicate to shop staff and give them an understanding of the design, manufacture and production of retail luxury goods so that they can explain and promote your products to customers, and so sell more effectively.

Since there may be a variety of solutions, let’s start by dividing your training video production into two parts:

> Appearance

> Content

Appearance

Whatever video you go for you’ll need a polished tv finish so be sure this is near the top of your requirements list.

Consider also that producing an ordinary low budget point-and-shoot training video look will undermine your efforts with the very people you depend on to sell your upmarket brand – your staff.

For a polished finish I’d recommend you include animated captions to reinforce learning points.

You’ll also need animated graphics for the main titles, and sections titles, and summary.

Overall this will help give you a television finish in the brand and corporate style.

You should also have your video filmed and edited in HD for a better quality picture.

In addition, when directors or designers speak on camera, you should provide them with a teleprompt so they can deliver their scripts flawlessly.

If you don’t give them this, then you’ll see a succession of top people on video all speaking with varying levels of ums and ahs.

Taking all the above together – animated graphics, HD, teleprompt – will ensure your training video has the high level of credibility to impress your own staff.

The sort of atmos you’re trying to create is a good vibe around the water cooler, eg that video was really interesting, or, I never quite realised what goes into our products and suchlike.

So you need to impress your own retail staff with your training video appearance.

You can discover more on workforce motivation and training video production www.rossiterandco.com/trainingvideoproductionservices.htm

Content

Staff training videos tend be on the longer side, so 2 day’s filming is probably needed, as a 1 day shoot will lead to rushing, and a greater likelihood of poor quality, such as inadequate lighting, poor takes, missed shots, missing resources etc.

2 days shooting will increase the price, but also the results.

Your designers can drive the story content, speaking on camera about the products, describing what they’re trying to achieve through superior design, and why this matters to your upmarket customers. Educate to motivate.

Equally this should be supported by soundbites from sales staff (perhaps even management or workforce discussing quality?) echoing and developing the sentiments given by the designers and directors.

These staff sound bites, or voxpops, give credibility to the message from the top.

To ensure your training video production development has the right content with the right balance and emphasis, you’ll need to develop a bullet point content list so you and your video producer (or studio team) can review the overall structure and adjust the balance until it looks right for what you want.

From this bullet point list of contents you can then develop a precise script, including teleprompt scripts for your designers and directors who appear on camera.

You’ll also need professional voiceover to provide the links between the on-camera parts.

Summary

You’re selling upmarket products so your video quality has to reflect this.

You should involve retail staff as well as designers and directors

A teleprompt will make sure your designers and creatives instruct and deliver in a more impressive way.

A day day shoot will produce better quality than a 1 day shoot

Hopefully these project pointers will help you deliver a more effective training video production.

© Studio Rossiter 2009

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