Proven Ways to Buid Your Video Production Business-- On a Shoestring
Video Production is a service business, and selling creative services can be complicated.
For one thing, creative services are hard to quantify. Creativity is subjective. Creativity is hard to price. Variables include time to deliver, interpretation of client's needs, creative approach, technical prowess, and of course rates.
Then there's competition. There's plenty of it, at all levels of experience, in all market-niche variations, with various staff sizes and equipment investments.
So how do you get or increase business?
In the past 30 years, I've started or marketed four different video production businesses. Here are five sure-fire ways to increase your business, on a shoestring.
1. Focus on your strength. There may be 50 video producers in town, but are there 50 that know, say, audio the way you do? Are there 50 that do their own scriptwriting? Are there 50 that specialize in interviewing people? Or maybe you really know a certain market-- say pharmaceuticals. Don't be shy about letting people know-- niches are the fast way to riches.
2. Sell by example. If the video you make is often made for the big screen, selling it on an iPod may not reflect its true value. Rent a hall or a nice conference room, spring for coffee and cookies, and hold a seminar. Note-- this is not an open house-- it's a seminar. If your specialty is wedding love story documentaries, invite wedding planners, brides, etc. Take an ad out in local shoppers, place listings in local newspapers (they will feature free event listings that appeal to their readers) and spread the word on appropriate forums on the internet and Craig's List.
Then fill the room, discuss the need, and show your stuff as the solution to the need.
3. Create a demo video that's short and sweet. Well, you produce video, right? Better have a good demo video. But in today's world, you've got to keep the demo short. This appeals to today's busy pace, but also allows you to show only your best stuff. Pick a piece of music and clip together your best segments. Keep it down to a minute and make sure it ends with "fireworks'. For a good example, see this past demo at http://www.vimeo.com/452143.
4. Don't have a demo? Do a Freebee. You may not get paid, but you'll feed your passion and prove you're good. And you'll have an official "client".
5. Get the word out via email, snail mail, your website, forum postings, and various public service and business groups. Don't worry if the competition sees your stuff-- maybe you'll scare them a little, and in the selling process, they ma have to begrudgingly admit you are a "respected competitor." Consider that an endorsement.
This is necessarily only an overview, but it's a good start. If you have a strong talent, a belief in yourself, and the energy to be "out there", you will succeed-- even in today's crowded video production environment.
Brien Lee is President of Brien Lee VideoStory, Inc., a New Jersey based video consulting, writing and production company. He had more than 30 years experience in the creation of audio-visual materials for meetings, DVD, and the web. His book "Tribute Videos for Love and Money" can be found at Videostoryschool.com along with links to his blogs and other articles.
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