One of the first smart steps a marketing professional would take in having a video made would be to seek out a video producer. Video producers, like every other person come with varying skills and their roles will vary depending on whether they work for a production company, are independent or belong to an in-house agency. There is one thing ALL producers should be able to do: turn your vision into a workable plan and finished video. If they can’t, you might want to ask for your money back.
What is a Video Producer?
Most people think that the producer’s role is limited to a) being the one to blame when things go wrong and b) taking all the credit when things go right. But that is an exaggeration. Producers never take the blame when things go wrong, they blame the crew. But seriously, your producer can fill the following roles in your corporate production: project manager, script writer, editor, director of photography, and more. Their role will be a function of their expertise and the project needs. They are master jugglers. Traits of a good producer are having the ability to tell a story, getting along with and directing a video crew, being a highly skilled communicator and having a “buck stops here” mentality.
What to Do When Working With Your Video Producer
- Have as much relevant information about your project as possible before you contact one including: Goals, deadlines, budget, scope, purpose of project, audience demographic / marketing data, samples of projects you like and/or want to emulate.
- Be open, feel comfortable expressing your concerns, needs: a good producer is there to help you solve a problem, not run away with your budget.
- Be open to their expertise: A veteran producer has created hundreds of videos in his/her career; leverage their knowledge.
- Keep them up to date with any changes or roadblocks so they can adjust: a scheduling issue can cost thousands of dollars.
- Provide prompt, clear feedback, but give them space to navigate. Constant changes to a project can result in delayed milestones and increased cost.
- Ask questions. If you’re unsure, a sign of an inexperienced producer is not having the ability to provide feedback in a reasonable timeframe.
What Not to do When Working With Your Video Producer
- Make changes to the script AFTER the production phase. Ok, you can do this, but re-shooting anything will lead to cost increases.
- During the editorial process, ask for new changes to your video every day. Again, delayed milestones and increased cost will be incurred and not out of spite.
- Interface with crew directly instead of notifying the producer. An errant producer might motivate you to do this.
Don’t forget to check out our other posts in this series:
But don’t take my word for it. I found some great articles out there that speak to what producing is all about. Check them out.