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Q: We’re interested in corporate video as part of our presentation communications to corporate clients, eg, financial directors, property managers, office managers.

We’d like a multimedia presentation with clips of corporate video in it.

This way we could use video to highlight key areas of our business such as our commitment to clients, our brand and brand values, and also to convincingly present our green credentials and CSR agenda.

I’d like all this as corporate video as part of a presentation, viewed in the client’s office or on a stand at an event. How is it possible?

Marketing Director
Office Supplies Group

A: Corporate video is a changing medium compared to how it was produced, even as short a time ago as 2008.

Back then, and in 2007 and the years before, it was a strict 5-8 minute DVD format that presented all a company’s best features. This was what almost every commercial or public sector organisation bought as their “corporate video production”.

But now in 2010, corporate video has become part of a wider, more creative media mix, and in this instance, as part of a multimedia presentation, rather than broadcast as a web stream on vimeo and facebook, or as tv advertising. Fresh solutions indeed.

Let’s take a look at the detail of this requirement, what it delivers, and see what we can learn from it, and hopefully discover if it changes our understanding of company videos today.

The core of the presentation is a multimedia, which is a series of animated click-through slides, like powerpoint, but with more impact and persuasion, and with less repetition and “template effect”.

The idea is to add corporate video segments (short films, really) to the multimedia to provide a complete digital presentation.

The corporate video contents could include:

  • 1 or 2 staff interview clips, ie, voxpop fly-on-the-wall interviews, where staff discuss on video how they love giving great service to customers, and are excited working for the company. This approach is a very direct way of proving that a company is genuinely committed to the high service levels it offers.
  • A Green section, with the MD talking to camera, demonstrating how the company is developing recyclable green products, and increasing its commitment to waste minimisation. Again, this is a common topic, but the difference is that we’re communicating it through corporate video, a powerful and persuasive medium for an MD to present their CSR (Corporate & Social Responsibility) agenda. I feel this is a more credible route than using professional presenters (read “mouthpieces”).
  • A Brand video, which is series of animations with voiceover, introducing the brand to clients, but again using all the power of corporate video to demonstrate the power of the brand, and reinforce brand recognition. Using corporate video in this way is a deliberate move to creatively position the company away from their competitors, who pay lip-service to staff commitment, brand values and a Green agenda, usually using a few powerpoint slides – which has frankly become boring, and is fast losing its credibility.

So this is now the scenario:

We have a multimedia presentation instead of a powerpoint, with many of the key messages presented using corporate video. Which I think makes for a top notch audience experience – a multimedia show with television!

Here are lots of examples of high quality corporate videos in a marketing context

I think in future years, by 2012 at the latest, many more companies will be taking this or a similar approach to corporate video. And this will apply across every industry niche.

A multimedia with corporate video is a big project. To create this still requires all the paraphernalia of script and storyboard, a shoot with filming onsite, producing in HD, and great editing, graphics, music, audio and post production special effects.

Corporate video values will still be at their highest (unlike many of the downmarket youtube web videos we see), but with the added twist of segmenting corporate video into a digital media mix.

Planning for this new corporate video approach calls for considerable attention to detail, as the video production styles employ interviews, voiceover, talking head to camera, staff testimonials, as well as filming premises and facilities.

The corporate video crew need to be flexible, with clear direction from the video director as each segment is shot. Because of this, the client needs to be quite selective in their choice of corporate video production company, as many different production skills are required from the video team (ie don’t pick your local wedding videographer offering!).

The same applies to the studio work. Editing, post production skills and the latest technology need to effectively and creatively harnessed to deliver the business video message. And remember, there may also be international or foreign language considerations for some companies.

Overall I feel the marketing director above is taking a very modern and innovative approach to using corporate video in sales presentations.

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