Guerrilla Video: Walk On, Make Money

Before going into this article I want to point out that by scrolling to the bottom of the blog page you can elect to "follow this blog" and become an EC Reader - Thanks Jay, for the suggestion.

You can make a few hundred dollars on an off day simply by walking on at any field where you see youth (or adult) sports activity taking place. You may not always be welcomed, but most of the time you will be if you use the right tact in doing so. With a proper attitude and approach, almost any outdoor activity or public event is eligible to add to your bottom line. Unless, that is, it is being sponsored by Toyota, whomever now owns Busch, or some other huge commercial corporate entity.

Penetrating commercial/corporate sponsored events is not impossible, but let’s keep it simple for now. Stick with public parks, public school fields, and such first, before taking on the bigger venues. There are thousands of events going on virtually every day in the summer, and many evenings and weekends during the school year - all across the country. Recession or no recession.

Bring plenty of business cards, your camcorder, and monopod or tripod, perhaps a shooting ladder for elevation, a pleasant smile and professional decorum. Wear your neat and clean looking cap and/or shirt with your branding. Be prepared with basic order forms, or large postcard size handouts of some kind with general information.

While I have had plenty of success using only my business cards, having a plentiful supply of forms or information sheets often will help you videotape the event you are there to cover without having to spend all your time explaining or selling. Time outs and breaks can sometimes be used for mixing and mingling.

If you do not have a basic order form, or cannot make up one, let me know. While my upcoming marketing package will contain all the ideas I’ve put into action over the years and how to market and do them, it will also have examples, clips, direct mail pieces, and forms you can use as well. Meanwhile, if you’re feeling anxious and ready to romp I can send you a pdf document of something you can use for now.

You can plan ahead for this style of shooting/marketing, or you can simply have the time, see something going on and go for it. I have worked it both ways and both ways have worked for me. Just starting out, I have to say that getting there early and planning to stay throughout the event is usually a best first approach. It gives you time to assess the situation, and gives participants time to grow accustomed to your presence.

I first look for a coach or ask about a team parent, team mother, coach’s wife, etc. I introduce myself, ask if they know of anyone already hired to produce a game tape. If not I tell them I do this often, am insured and will remain out of the way while shooting the game. I let them know of my experience and bonafides, and sometimes have even brought DVD samples of related youth sports events I have produced.

I also tell the coach or head mom or dad, whomever, that for a bit of help, or simply permission or clearance from them, I will “comp” them a copy of what I produce. I usually get help passing out business cards and/or information sheets/postcards, am given a premo spot to place my shooting ladder, and told their kid’s jersey number. At this point I suggest that I always “follow the ball” and that usually results in nearly every child getting in the production at some point.

I have a digital camera I use for the inevitable request to get a team shot for the cover.

I have also done my research and sometimes contacted leagues, league mothers, league sponsors, coaches, youth sports support groups, and other event organizers, setting up a presentation to their respective panels, representatives, boards or activity committees or directors. Getting on the venue for a formal, or even informal, meeting to offer your information, handouts and proposal can sometimes bring on bigger returns, better production runs and strong advance sales.

But, like asking for a cookie before dipping your hand into the jar instead of after you’ve eaten it, this approach can sometimes backfire with too much red tape, control issues or other parental/alpha male/female politics that get in the way of simple, straightforward shooting, editing and sales.

Walk-ons have, by far, been my most fun, adventurous and largest guerrilla gamble payouts. Why? It is an "impulse aisle" thing, where you get people interested in the heat of the moment. Here is where a parent’s camcorder battery ran out of juice, or the tapes were forgotten on the desk at home, or were eaten by the dog, or something broke, or they simply become so engrossed in the game that they keep forgetting to hit the record button. I’ve even known moms, or dads, to wave their hands so wildly, urging their child on to the goal, that the camcorder gets knocked to the ground. Oops.

This kind of shooting, production and sales is wide open in spite of the fact that some might have already made arrangements for coverage and production by a independent professional video services provider. These people sometimes become lax or lazy, screw up big time at a major event, or simply do not show up as expected. I am there and often it is a “right place, right time” happening.

And, it is not limited to youth/adult sports - baseball, basketball, soccer, football, softball, swim teams, rowing teams, martial arts events, water polo, equestrian events and more. I have had great success covering antique and custom car shows (pre-planned and walk-on); outdoor art and crafts shows; drag racing events - a friend of mine in Arkansas is making quite a specialty in covering outlaw drag racing events in his area, becoming the official videographer for the local group.

I’ve made a killing as walk-on video producer for area skateboard competitions, amateur volleyball tournaments, rock climbing events, and a wide selection of festivals held throughout the year. Area publications often provide advance information of community, sports and other special events being held in the area. Read, make some notes, grab your camera and fill in that unbooked date. You have caught up with your editing backlog, right?

It would be to your advantage also to have liability coverage. Proof of having this has actually helped ease me through doors (well, gates) at many a ball field or other sports venue. I have to stress, however, that walking on without reflecting an “I have every right to be here and you can’t tell me to leave, or I paid taxes to support this public facility - attitude” will do more than anything else to get you in and keep you there.

All that being said, guerrilla marketing/shooting will only work for those who have the gumption to try it. Some are not comfortable with this aggressive style of doing business. It isn’t for everybody, but then what is?

Video Gone to the Dogs, and Cats

Your video production business can literally go to the dogs...
...and cats! Birds! Monkeys! Ferrets!

But you will still be able to make a living at it because people love their pets and often become enthusiastic when you suggest creating a professionally produced Pet Video Biography of one (or all) of their non-human family members. I mention dogs first, because they are either neck-and-neck or second only to cats in how they are loved, doted upon, spoiled and treated...
...as well as abused, but that is another story I will share at the end of this article.

Any breed, or type of animal or creature that can display a personality, do tricks on command, or respond to its human companion is ripe to star in its own video biography. And the family members who love and care for their special friends love having something to show off to other friends and family members, as well as the story of their pet that they can visit in the event that one day their favorite animal is no longer around. Pet Video Biographies extend the lives of these animals for their families, renewing and preserving special memories over the years.

Maybe even fish...
...well, maybe not a fish. Perhaps if there is a pet dolphin?

Pet Video Biographies are excellent focus for personal professional video production services. Properly promoted and with good production skills represented in a couple of samples you could make this aspect of video production a full time career in and of itself.

I created one example, using a special family pet, a black lab - young, energetic, personable and special (obviously) - to its human family, as well as neighborhood friends, both canine and human. His name is Mickey.

I spent about an hour with Mickey and members of his family, videotaping Mickey's favorite activity - going for a walk around the neighborhood. Mickey loves his family, and they love him, and he gets so excited when it comes time for his daily exercise routine that he almost puts on his leash by himself. Well, he does take it in his mouth and makes a dash for the back yard gate, tossing the leash end up into the air and catching it in his mouth, sometimes nearly making the loop fall over his head and onto his neck.

I've no doubt that Mickey sooner or later will learn to make that trick happen. He also lets one of his family place a doggy bone biscuit on top of his nose then, upon command, makes a quick move causing the biscuit to disappear into his mouth. Before that command though, Mickey rolls his eyes, searching and patiently waiting for the command that will let him put the tasty treat where it belongs. Mickey has no problem letting the rest of the family know when he is hungry as well, grabbing his food dish in his mouth and sitting in front of the first one home, looking up with those expressive eyes, catching their look and smile before dropping the dish at their feet. Subtle hint, huh.

The family has something to say as well, sharing special anecdotes, tales of excitement, close encounters of the scary kind, and unique personality traits and tricks their favorite pet can perform. Many of these can be captured as well, along with the narrative that will often take on a life of its own. Invariably, there will be family photos of their pet as well, alone and sharing in family outings, splashing at the beach or in the lake, riding the boat, bicycle or even a little red wagon - maybe even pulling some kids in one.

The narrative, the live footage, photos - from "childhood" to those taken during production acquisition, as well as stills taken from some of the live footage that does not lend to inclusion as moving shots because, well, maybe the pet isn't moving. Maybe he, she or it is posing. All this comes together to create a combination of narrative, establishing a story line; action and photo montage with music that can generate a very special production.

Usually, for this kind of production, I find that on-camera audio is adequate for the purpose. But you can certainly improve the interview, or story telling part of the video by using a more direct audio acquisition approach when action is not involved. I was fortunate in my first sample production because Mickey's family genuinely loves him with great affection. Talking about him, interacting with him, and talking to him came perfectly natural for them, giving me all the narrative I needed to put it together.

There will be challenges. There will be perfect and natural successes. There will be many experiences and interesting events along the way, but offering, creating and producing Pet Video Biographies can fill a special service niche for pets, pet lovers and people who love capturing their stories on video. When professionally edited, these documentaries are an excellent formula for growing your business as a professional video services provider.

I also acquired through a library of public access images, and my own, a series of mixed dog and cat still shots that I put together in a music montage. As a demo, I discovered that this was a bit to long, and am now in the process of reducing the sample to only enough special images and a music track that can represent to potential pet lovers another, more affordable, possibility for preserving their memories of their special animal friends.

I currently shoot up to one hour, at $100 per hour. This is usually enough if the participants have planned it, or if it is part of a standard daily routine (these come off a bit more natural, usually). Sometimes it may take more time, more dates...charge accordingly.

I include photos (theirs) at $3 per image for actual photos; $2 for slides; and $1 per image for digital jpegs on CD. I charge per music selection (they provide on their personally purchased and owned CDs); titles or other special inclusions.

I charge $100 to $200 for editing, depending on the complexity, and deliver a production that varies in length from 12 minutes to 30 minutes. Their first DVD, with special printed graphics on insert and DVD, and clear plastic library case, is $25. Copies 1 to 10 are $15 each; 11 or more go for $10 each - all with the custom graphics.

I average about $400 per project, for around 4-5 hours of work. Not a bad way - FUN actually - to pick up some coin, enjoy the "work", get out of the standard wedding/event production routine, and tell a special story. This is something you can actually feel good about.

Regarding pricing - I've gone cheaper, and I've charged more, depending on the situation, story, cooperation and the family's budget and interest level.

I talked earlier about abused and/or abandoned pets. Millions of dogs and cats a year are mistreated, abused, abandoned, all too few of them finding their way into a shelter. Sadly, even the shelter is often only a way station to euthanasia - a necessary but troubling mercy killing of all but a rare select few who find a second home with loving people. (Other species also are victims of uncaring, or stupid heartless, people, I am sure - we often read or hear of horses, pet pigs, boas and other animals suffering from inhuman treatment, or lack of...)

Video can be utilized here as well. A local public access station I have worked with in the past always maintained a program, or allowed time as part of another program, to introduce a few animals from the local shelter, hoping to entice someone watching to come, visit and take home a pet. Paid, or simply finding a way to provide this service for your local animal shelter can go a long way toward establishing you as a caring and active community member, pet lover and provider for a very real need. Contact your local shelter and find out what you can do with your video skills that might help a few of these animals find loving homes.

Did you know that a ferret is a domesticated version of the Old World polecat, often trained to hunt for rats and rabbits?

That's it for now. Find a pet. Tell a story. Make some money.

Great Ideas Only Work if You Do

I can post something every single day here that has the potential to make you money with your video equipment, bring you new business and clients and take you from aspiring beginner to money making business person. But, as the title says, you are going to have to put some forth some effort in order for any of my ideas, or yours, to work.

I don‘t want to sound like a preacher here, but so many times people tell me “it won’t fly” talking about one or another of my...
...“concepts” they call them. To be honest with you I’ve not yet written about anything I haven’t personally tried. And, the only reason any of my “concepts” do not pan out is that I quit working at it.

I admit that most of my suggestions for diversified video business are not new, or even unique. Most of them in one form or another have been tried with light to moderate success, occasionally to huge levels of success. Most of you at one time or another have thought of doing one or more of my suggestions, but never seem to quite get around to it.

Keep in mind, however, that if you are not excited about it, your potential clients will not be either. It takes effort to prime the pump of possibility, and you have to find ways to spread the word about your services that will be most effective for you. Waiting for the phone to ring, for someone to find you by chance, or show up at your door isn’t going to cut it.

Sure, you know this, but we all still fall into a non-aggressive rut occasionally and become lax in our attempts to stimulate business.

That being said, take video-to-DVD transfer services, for example. You can let people know you are willing to provide this service, tell your existing client base that you offer this service, advertise and promote the service in a big way. Essentially, this is grunt work, and though others have expounded on it as being “easy money” and a “monkey job” that anybody with a VHS-to-DVD standalone burner can accomplish, there is a bit more to the process.

There’s more you have to do if you even care to compete with all the drug store chains and WalMart types that provide similar services at cheap prices. First, get it out of your mind that you must compete with price. You cannot! The difference, and one for which many individuals are willing to pay, is personal service.

I tell my existing client base, and people who inquire after finding me on the web, or referrals from other satisfied customers, that the difference between what I do and what the local drug store chain does is that I “babysit” their tapes. If something goes wrong - tape jams, long lengths of no image or audio, broken tapes, short tape lengths, etc. - I am there to do something about it, not just let it continue recording (or not) junk footage.

Sure, I’m multitasking (to the extent that a male is capable) but I am in the same room, always alert to situations that can arise when transferring video to DVD. I am getting other work done, but I am giving their transfer projects my professional attention as well.

What I do not do, is take their prized videotapes, giving the illusion that I will personally be doing the work, then ship it off to Crater, Moon or some other facility where the process isn’t as I have described to them. You know, the one about personal service.

If my clients come up with a format I cannot handle, I do have resources for getting them done. I always explain that I have to outsource this format, but will do everything in my power to ensure the safe handling and return of their original materials. If you do enough stuff like this, and ship out enough product, sooner or later something will happen. Murphy’s Law is a guarantee, right up there with death and taxes. Just be prepared to be up front, and honest about the mishap. Commiserate with them, show empathy, and refund their money, as well as some portion of the insurance you placed on their (now lost, damaged or destroyed) materials.

Insurance will not replace those memories, but money and sympathy will go a long way toward softening the situation. Never, ever, send a client’s personal materials out without insuring it for all you can claim, and without first having your client’s signed written permission to do so on file. This is a highly recommended C.Y.A. measure.

If you are not yet frighted away from trying. Start by investing around $150 in a VHS-to-DVD transfer system. Most brand name consumer products perform nicely. Get an adapter for VHS-C tapes and you are in the VHS and compact VHS transfer business. Have an Hi8/Regular 8 deck or camera with A/V outputs, you are good to go on another format. MiniDV camera with outputs, or a playback deck? There you go.

There are other formats, and you either need to plan to establish resources for outsourcing this material, or avoid it, or refer it to a resource you trust. Film transfer? Even I tremble at the thought and will always outsource film transfers, or refer my clients directly. I have done some on a very small scale, but unless you are properly equipped and can capture a large enough volume of this business, it is not for the faint of heart.

Pricing is pretty straightforward. Yet, clients will still attempt to find ways to whittle down their costs. Don’t yield. If they use the local drug store argument, politely suggest that this might be their best route if they are on a limited budget, or don’t care about much more than getting their memories dubbed over for archival purposes.

I now charge $35 for each one-hour of video, or portion thereof. I will only place up to 2 hours of video on each DVD. And, I charge a $1 tape change fee for people who also want to squeeze as many tapes as they can (like the old 20 minute VHS-C format, for example). So, a DVD will cost them $70 for up to 2 hours of transferred video, and they will pay me an additional $1 each time I change to the next tape. This should give you a basis for establishing your own transfer service price list. You can also check out the competition on the Web via a Google search. Just remember to not fall into a price competition rut.

Make sure what you do is what you WANT to do, and make what you get for it worth your while.

Make Money with Video Greeting Cards

You can make money creating and selling Video Greeting Cards even in this current tight money and DIY (do it yourself) market environment. Though there are plenty of available programs and internet resources for this, not all DIYers are getting beyond the usual amateur creations. In addition to providing DIYers with a more professional product, there are plenty who do not fall into the DIY category.

The market is wide open for a fresh, if not unique, approach to greeting card creation and sharing. In years past I have done this full scale using a shopping mall booth rental during the holiday season (actually from Oct. 1 through New Year’s Eve), as well as on a smaller scale, marketing to existing clients I know might be receptive.

Ironically, my biggest Video Greeting Card breakthrough came last season when I decided to develop my own personal and business VGCs and sent out about a hundred of them. Several clients, as well as family and friends responded to thank me for the “special and unique” holiday greeting. And, they wanted to know if I could create VGCs for them!

Initiating a set of appropriate content for differing personalities, and developing a library large enough to give some choice for people is, and will continue to be a challenge, but there's no doubt that investing time to do so can pay off.

My typical Video Greeting Card is about 15 minutes in length. I have a few that focus on specific holidays such as Thanksgiving, Mother’s/Father’s Day, Halloween and, of course the Christmas season with its various flavors - from traditional to religious, to contemporary, serious or humorous.

When I developed material for the shopping mall experiment, I generated a number of selections and seasons with appropriate music from my library of copyright free selections, and used live video as well as moving stills representing the event. For example, I have collected quite a library of outdoor winter scenes and holiday decorations for the Christmas themes.

At the mall, and even now, I added a live greeting from individual or families, inserted that at the end of what is essentially a montage with music, then created my master. This first experience was during the VHS era, so I used short tapes purchased specifically for the purpose.

Now, with DVD, the process is even easier and faster, offering time to generate 20 or more copies for people who want to do more than just send one to a specific special person, family member, friend or client.

You will have to figure out what your time and the product is worth, and also what your specific market will bear. This starts out feeling like a labor of love but can soon escalate into a fun and profitable element of business. Things can change, and you will not always experience a long shelf life of the contents used even from a year ago, but Video Greeting Cards are an excellent approach to a work once, sell many concept.

Creating, marketing, selling and producing Video Greeting Cards can grow as huge as you want, or stay as subtle as you desire. It is up to you how much time, effort, money and income you put into or get out of this, but the market is real.

There is a lot more to this aspect of diversified video business, but this article should be enough to get your creative juices going. I will follow up with more details as reader interest dictates.

Marketing Projection Services

You can pick up a lot of business, new clients and referrals simply by doing something for free!

“Free?” You ask. Why not? I am willing to bet that over the period of a year most people in business do something for free, believing this will somehow bring them extra paid business. Done wrong, it will bring you nothing but frustration. But, done right...

...you will get your money’s worth, or your time’s worth.

In this particular case I am talking about promotion of not only your availability for providing projection services, but your production work as well. A few times over the past six months I have held planned, and impromptu, block parties, backyard events and even a Movie in the Park event that brought me a lot of good contacts and new business.

I have to tell you that there are potential hazards to doing this, especially in this litigious era where lawsuits, complaints and city/county ordinances abound. Some people with attitudes get miserable just watching others enjoying themselves and are quick to lob verbal, legal or real water balloons at the happy crowd. Use a bit of discretion and plan your guerrilla style movie presentations a little and you might be able to avoid the nastys.

I’ve had people who live on a circle actually get neighborhood permission to close the circle off and throw a block party where I’ve offered to project a movie. The “catch” to my offer is that prior to, and following the movie, I show one of my productions. I might show a montage, a cuts-to-the beat production with photos of kids and animals (pets), or even a wedding highlight, or some other celebration event.

I have also shown highlights of youth sports events, especially if I have something that includes or involves the people throwing the block party.

I have done the same thing with others who have made neighborhood announcements that they will be having a neighborhood social in their back yard. They also announce a movie showing to be projected on the Big Screen (I use a 6x8, T-stand screen), and maybe even children’s entertainment as well. Again, I show my stuff before and/or after.

The most guerrilla of these is to take a chance on showing a Movie in the Park. I am particularly lucky in that I have access to a few small parks in my area where pretty much anything but loud rock concerts goes, at least until 10 p.m. or so at night. This works especially well if you try it on a weekend as opposed to week nights, when surrounding residents might resent the noise and complain. I mean they have to get up and go to work next morning, and they probably want their kids to get some rest before school. Right?

Summer time is more conducive to mid-week park projections, but be prepared for a few people who might “crash” your event and try to raise a bit of sand. Usually, however, you and a few of your followers can keep the bad boys toned down.

I have been able to access power from some nearby source, even from the park’s auxiliary facility - some parks do have these and you can usually sign up to use the facility if you plan ahead. I have sent out notices, usually by e-mail, to people in my neighborhood, others whom I know, and urge them to invite friends. Keep it smaller rather than trying to attract a crowd of hundreds - the local law enforcement will surely come down on you then, and not because they want to watch your movie.

You can get permits, ask permission, get neighborhood support, etc. and sometimes you can simply jump in and back out before anybody causes a problem. Another thing is to not always show something at the same place, on the same day, at the same time. You can be responsible about this, or treat it like a RAVE - notifying past participants via phone text or e-mail.

Occasionally the shear outlaw sense of showing a Movie in the Park will be fun if you can keep things from getting out of hand. Use some common sense about it. And reap the benefits of having an open-minded, fun-loving crowd that not only enjoys the movie, but your productions as well, brings out potluck-style snacks and asks for business cards.

Offering Projection Services

Sometimes you have to spend money to make money: investing in projection equipment in order to market a value-added service, for example.

That can be easier said than done during the present economic state of the union, and your pocketbook. However, if you can manage $2,000 or less (often way less) to invest in a large screen, projector, table, skirt and a bit of marketing you can easily recoup your investment in 90 days or less.

All it would take would be four, maybe five gigs and you’re now into R.O.I. territory.

“Projection!” you might exclaim. Who is going to pay for projection services in today’s depressed economy when I cannot even get them to buy into wedding video production?

The short answer is: A lot of people will “buy into” projection services if you are reasonably priced, service oriented and willing to do the work. Actually, doing projection gigs for a “reasonable” price, say $350 to $450 for a one-time showing, on site for 3 hours or less, will get you a good bit of business if you promote it right.

Nothing wrong, that I can see, in averaging $100 an hour for fairly easy work. Set up. Show. Pack up. Go! It’s over! Next!

If you have been in video production as a business for any length of time, attend church, are a member of your local Chamber of Commerce, Lions Club, Rotary, Kiwanis, etc., participate in your children(s) school events/activities, youth sports programs, or just enjoy a great social environment in your neighborhood, or on your block, you have the human resources available to start making money by offering projection services.

I constantly hear the argument that “everybody has it,” meaning projectors, large screens, etc. but that isn’t what I’m seeing in the real world. I have provided projection services for block parties, outdoor social events by groups and individuals, memorial montage showings at funeral homes, mortuaries, chapels and churches, school graduation, sports awards banquets and other events. Some of these venues even actually have some or all of the equipment, but they don’t always have access to it for one reason or another. Usually, and often it is simply “broke” or inoperable due to poor maintenance.

The key to successfully marketing your projection services is: “If you don’t ask, they can’t say ‘yes!’” If you do ask, not everybody is going to say, ‘no!’ And that’s not just dumb blah, blah, blah...
...it works, if you do. Gotta make the investment, make the effort, ask them, and tell everyone you know that you are doing it. Put it on your web site, feature it in your brochures, direct mail it to any good address you can lay your hands on.

“Good” addresses include anyone who has ever, ever used your video production services, bought a product or paid for your time, referred you to someone, offered you a drink, dinner out, or a reduced price on t-shirts from that defunct church fundraiser. If you are too embarrassed to pursue your available resources then, video AND PROJECTION, being service oriented business is probably not what you should be doing full time, part time, or in your spare time.

I currently have two relatively cheap ($800 or less) 1,200-to-1,500 lumen rated projectors and one Panasonic 2,000 lumen rated projector, VGA or S-VGA, without auto focus or auto keystone control, but totally serviceable for the vast majority of my gigs. Contrary to public opinion (public opinion sort of being like the ubiquitous “They” when people quote: “They say...”) most venues, projection times I service don’t mind lowering the lights if it will help.

My Panasonic works in pretty much anything but open sunshine, no shade, and I have been able to get by using it under carports, inside the garage, or under the backyard lattice cover with decent results. Sure, you can get brighter ones, if you want to spend the money. The key word here is “want” because you certainly do not have to.

I use a projector stand with screw-in legs that are adjustable to a variety of heights. This is covered with a black velvet drape material making it look a bit more professional than the spindly legs (especially at more formal venues such as wedding receptions and memorial services). There are carts as well, that do not require assembly and can be loaded and rolled into position. If you have the means for transporting this, it might help, but again it isn’t totally necessary. I can get my projector table up and covered with equipment in place before most of you would be able to unload your system from the vehicle and roll it into place.

I use a $28 player from WalMart for most of my gigs, and it works just fine, thank you. I purchased a 6x8 front projection screen, t-stand assembly, from ScreenWorks and have used it for nearly 10 years. Yes, it has a few patches here and there, and I’m about ready to put it into second place backup position soon as I purchase another one before the end of the year.

It has been my experience that front-projection, unless you invest in a projector that has an extremely short throw, will more often “work” in your average venue. Even with the 20-feet, or less, throw of my Panasonic, I get full 6x8 screen capacity. That’s workable.

There are dozens of places where you can shop for price and product, and just about that many affordable projectors out there for the taking. Check it out and get started making money even if you are not shooting or editing video today.

Videotaping Funerals

Funerals are not for everybody. “Ewwww, videotaping dead people and infringing on the privacy of mourning loved ones.” While that may be the general reaction, it certainly isn’t so.

This may not be for everybody in the Independent Professional Video Services provider arena - wedding and event video producers working part- or full-time. It is, however, one of the most under-served potential event video production markets on the planet.

I recently had a friend on the East Coast tell me that she had “never heard of such,” adding that it must be a “West Coast thing.” Maybe.

I don’t know about the other side of the Mississippi, but I do know I have videotaped and edited funerals, created and projected memorial montages in Texas, Oklahoma, Arkansas, Louisiana, New Mexico, Arizona, Colorado, Nevada and Utah, as well as California.

I have created basic memorial photo/music montages for clients all over the U.S.A., including the above states, and Florida, South Carolina, Maryland and Ohio - by mail using USPS Priority.

Granted insurance doesn’t do a thing to replace lost or damaged original photos, if that happens. I have to say that before there were digital formats and jpeg photo CDs the risk was greater, but with the hundreds I’ve produced over the past decade or longer, the Post Office has lost or mis-delivered nary a one.

Interesting enough, deviating from this article, I have had bills, payments, checks lost or dropped off at the wrong addresses, and an equipment order I once made was delivered to Colorado Mining Company before making its way to me...
...eventually. This is over a 40+ years span, mind you, so the percentages are quite low.

They’ve done well by me and my clients.

Churches, funeral homes, mortuaries, cemetery associations and even an ad published on the obits page of your local newspaper, are excellent resources for offering this service. While many large churches, and many of the larger funeral homes usually have audio/video, the vast majority do not. Often those that do provide inadequate equipment, and impersonal service. At funeral homes, especially, they rarely have someone who is well-trained in operating or maintaining their audio/visual equipment.

Quite frequently, even the montages these folks produce are not of a professional quality. It is usually generated by a point-and-click program, limited in scope and selection, length, time to create, and often put together by a minimum wage assistant who has plenty of other responsibilities to overpower her creative focus. Few facilities or their employees are dedicated enough to compete with what you are capable of producing, able to offer.

Putting together a montage, as we all know, can range from simple to complex, but simple is the direction I’ve taken to both get this business and get the projects done within the 24-hour turnaround I promise...
...and have managed to maintain for a long, long time. I have hundreds of satisfied clients. Not one has complained about the quality, or lack thereof, of a single, solitary memorial montage.

Creating montages, frequently within a day of receiving the materials; providing projection service as well, and offering videotaping and editing of funeral and memorial events does require a major commitment. I occasionally have to put in an all-night session in order to deliver as promised.

Over time, however, the over night express has slowed down and many of our family client counselors now give us advance notice, knowing they can depend on us to deliver. Over the years they have become convinced that we are serious about not letting them down. We’ve earned their trust.

Money isn’t huge, but over time it can be. Other than churches, most of the other resources want pricing at a level where they can tag on a percentage and provide this as a value added service. The upside to this is that eventually you’ll get to increase your prices, bring in extra orders for copies, even book other events from people who are impressed with both your work and your presence. Many other potential business sources have come my way through this area of video production.

It all started with a one-page cover letter, backed by a full-length 8-to-15-minute (100-to-150 image) demo with 3 songs, opening/closing title and packaged in a full-color case/insert, with matching graphics on the DVD. And a promise/commitment to “Be there, on call, 24/7, or have somebody who can be.”

Mail these to every church, and all the other resources I mentioned earlier, within your service area. If you do not hear from them, mail the ones who did not respond again within 90 days, then, if you are serious about pursuing this, follow those non-respondents up with a phone call within two weeks after the second mailing.

Even in rural areas throughout the U.S.A. there are literally hundreds of churches, cemeteries as well, where funeral and memorial services are held. Pretty much every state has a Bible belt somewhere, and believe me when I say cemeteries are just about as numerous.

Follow up, follow through and make it happen, and you will soon have all the funeral and memorial business you can handle. Unless, of course, you want to pay and train others so you can provide multiple services at multiple locations and different times of the day. It’s up to you, but if you want this kind of business it is certainly a wide-open area for growth, income and company name recognition.

There are a practical set of things that can and/or should be done when videotaping/editing a funeral, or creating/projecting a memorial montage. That is a subject worthy of follow-up if anyone responds further to this article.

Click on the title at the top of this article to see a one-page web site promotion of this business.

Will Blog for Money

I will get back to the promised topic for the remaining quarter of this year regarding ways to develop your video business beyond focusing exclusively on wedding video production, but...

...I have got to share with you this article (click on title for link) about blogging. Naysayers be warned, there ARE ways to make your blog do something other than reveal your innermost dark secrets, stupid mistakes and desires - like sharing your personal diary or journal with the world.

Blogging for Dollars: How Do Bloggers Make Money by Michael Agger, is an interesting read, full of great links.

Need More Business?

Even with a downturn in world economics people will continue to invest in memories. What better way than to have special events professionally videotaped? People still celebrate life, and can still be convinced that they will better enjoy a professional quality production over home video. Of course we, as a professional service industry, need to find the sweet spot between price and product for them, as well as us.

And, we need to find the clients.

In their single mindedness wedding video producers, part time or full time, often overlook other options - many of these business options result in a higher level of income on an hourly basis than any wedding video they have ever produced. Yet, for whatever reasons, they continue to pursue only wedding video production business.

Most professional video service providers already know, or are aware of the possibilities. Many, however, simply are not motivated to pursue them. In a series of ongoing posts during the remaining quarter of 2008, I will focus on areas of potential. I will not only tell how to do them, but where to go to find them, bringing more business than you can handle.

This article will simply list a few of them.

1.) Funerals
2.) Memorial montages
3.) Projection services
4.) Video greeting cards
5.) Video-to-DVD transfers
6.) Dance recitals
7.) School plays
8.) Sports events
9.) Paparazzi parties
10.) Pet video biographies
11.) A Day in the Life videos

There are more, but these are enough for now.

Fast Delivery Key to Success

Delivering your wedding video productions in less than 90 days, preferably 30 days, is key to establishing a successful referral-based business. One that will withstand most negative economic elements, and reduce the investment of time, energy and money necessary to otherwise promote your business.

Tighter delivery schedules will also provide additional time for follow-up on the smaller (and larger) details of the business: establishment of aggressive marketing strategies, implementation of a solid referral system, and even a bit of free time for personal relaxation - all contributing to a quality professional and personal lifestyle for the independent video services provider.

I have had many debates industry-wide with wedding video producers who disagree with my assessment that delivering their clients wedding videos in a “timely” manner means 90 days or less, not eight months or longer.

Some will argue that it takes nearly a year to create and deliver a quality product. Others admit that they put in, maybe, 40 hours of editing, but that their volume is so high they cannot finish and deliver in one week, but spread that 40 hours of editing over an 8-month (or longer) period.

I suspect the vast majority of long delivery time proponents, whatever their reasons, are simply insecure or lazy in their approach, and use excessive delivery times as a cushion against the pressure, tension and anxiety brought on by shortened (tighter) production schedules.

Many will say that the client is willing to wait for her production because she will be receiving a better quality video. That is simply not true. Clients are not “willing” to wait, they wait because they have to - this “reality” forced upon them by people in the industry who do not want to commit themselves to a higher, or more efficient, work ethic.

Time only equals quality if the time taken is actually invested into the effort to generate that quality.

Sitting on a shelf for eight months cannot and will not improve the quality of your wedding video production. In fact, time can work against you when the project is finally pulled down and work is started knowing that the bride will soon be calling - inquiring about how soon she might anticipate delivery. Things that could have been done to improve the production quality sometimes are not done simply because there now exists a crunch to get it done, and the rush to finish results in the same argument against early delivery. What?

You know, the argument that moving too quickly through the post editing process goes against creation of a quality video. The argument that “rushing” the process is equivalent to trashing the production. What can be the difference? Well, one argument for getting into the post editing process sooner rather than later is that some of the elements of the shoot will still be fresh on your mind.

Waiting eight months before even beginning to review the footage in preparation for editing, or even if it was previewed earlier, results in lost time. Time spent in refreshing your memory. Time spent familiarizing yourself with an event, and client, whom you can barely recall. Time spent trying to remember where you placed the notes taken, if any, during your interview process - where you learned something about the client's likes, preferences, and dislikes.

Many in this industry overbook, taking on more business than they can handle in a reasonable time frame. They become backlogged and are not willing to do what it takes to overcome that backlog - outsource their productions to get them done and delivered, or simply cut back the number of bookings to a level they can handle.

They could, of course, also raise their prices or reduce the amount of production involved. Both steps can effectively bring booking, production and delivery numbers in line with the video producer's capabilities.

Whatever your current position on wedding video production delivery times consider this: a bride who receives her video while the event is fresh, while memories of the honeymoon remain vivid, while office, family and social discussions still focus on elements of the celebration, while emotions still rage and before the realities of life muddy the magic, will share her experience with enthusiasm.

If her video is barely delivered before her first anniversary, perhaps with a family addition on the way, after the bills have been sweated out (maybe), work intrudes and there’s been no time to even take a vacation or maintain the social structure that existed a year earlier, anticipation has waned - receiving her wedding video will be at best anticlimactic. At worst, a major disappointment.

Timely delivery - while it’s hot - means the bride’s video is shared with more people, talked about with more enthusiasm, reviewed with more excitement, and accepted with a higher level of perceived value. This leads to referrals, and more of them, than will ever occur a year after the fact.

There is an argument for extended delivery schedules. It is best presented by businesses that establish their productions, and their Master quality videos on the basis that time equals exceptional quality, and prices accordingly.

For everyone else there is faster delivery.

Do You Follow Up?

Do you follow up with prospective clients? Multiple Times? After missing a scheduled appointment or not returning initial calls?

Those who contacted you first, or those YOU initiate - either, any or all?

Does this sometimes worry you, making you think you come off desperate? Unprofessional?

I absolutely follow up multiple times. I believe there's a way to do this that is professional, courteous and effective. I believe people, here in the states anyway are, if not receptive, certainly accustomed to repetitive marketing communication.

First - if THEY called YOU (OK, if THEY called ME, I tell myself: "...they're interested, or they wouldn't have contacted me..."). If they made an appointment, whatever, or if they voluntarily provided you with information including call-back/contact info, you have every right to suspect they ARE interested until they specifically say NO, don't bother me again!

Second - while many of us (me included) get aggravated after a few calls or junk mail, or spam or e-mail "blasts" (another word for spam, like saying "steak" instead of asking for a hunk of dead meat..."), there is still another side of many of us who appreciate straight-forward, professional, courteous information - especially from sources WE contacted at some point in time.

Third - it has been my experience that while people DO call or contact, or buy, on impulse, and then sometimes abandon the impulse wishing they'd never done it, what really happens is they get busy with the day-to-day living of life. Stuff happens - flat tires, sick parents, job firings, houses burn, groceries to purchase, bills to pay, shopping to do, that new movie is released...
...you get the idea.
When "things" happen, they get in the way of follow-through, YOURS or THEIRS, and people aren't always avoiding you because they regret initiating the original contact.

It is OUR responsibility to follow through, up to a point, for as long as it takes to get a yes or no. We're not being desperate or begging, we're simply being professional business people for whom EVERY potential client, inquiry or contact is a major and important part of the reality of our business - of DOING business with the public.

I think that using professional decorum in making repeated efforts to connect with inquiring potential clients goes a long way toward establishing that that person, his or her business, IS important enough to us to follow through until either of us has opted out. Well, at least three-to-five times anyway.

My usual approach after contact has been initiated, one way or another, by the potential client, is:

• I comply with or answer their immediate questions/request; reschedule the appointment...
• I follow up with an e-mail, or snail-mail card, thanking them for their interest, include the demo DVD if requested, and some general information also easily found on my web site, and I say so. I also note that I will "be in touch with them" in a "few" days to see if they have any other questions or concerns; or to reschedule the appointment...
• I call in a few days. If I get a message machine I leave a brief message identifying me, reminding them of their interest in my services, and tell them they are welcome to call me or I will try again the next day at a (later, or earlier) time. I invite them to e-mail me if they do not have time to call and talk.
• If they answer, I quickly identify myself, saying that I'm returning their call, and ask if they've received the requested information. Depending on how THAT conversation goes, I go away...
...or not.
Usually, they will tell you to go away, or continue to dance, or make a positive decision, apologizing for not having gotten back sooner... "those groceries, the house, that movie..." Then you have your answer.

But, what if they don't sign on, tell you off, or just say no?

• I tell them I'm booking consistently, courteously advise them that early booking with retainer is the ONLY guarantee of acquiring my services, and ask if they want to receive a "first dibs" call in the event another inquiry for their date comes in. Yes, I do this, and I see no reason why not.

When all else fails, and I've not yet received a specific NO response, about a month before the date, provided I've not noticed any other interest in the date, period, I'll e-mail AND follow up with a second coming letter, advising that this is their last chance to book.

I ask if they have any other questions or concerns that I've not addressed, then advise them that I will no longer "bother" them if the silence continues.

If I really want this, and have an incentive I'm willing to place on the table, I'll mention that as well.

I end by wishing them much luck, happiness and many returns on their upcoming special date.

I usually throw in that I provide video production services for ALL celebrations of life, then I finally go away.

IMHO, and not indicting those who don't, we as professionals do a disservice by not following up.

I think that people often simply get busy and other priorities (real or imagined) sometimes get in the way of taking decisive action.

Maybe the inquiring bride-to-be gained 10 pounds and finds that a dress alteration is required - possibly serious enough to cancel or postpone the wedding who knows what goes on in people's minds in any 24-hour period?

I also believe that human nature dictates that we follow up, follow through, with every inquiring potential client. I believe we leave stuff on the table for others to pick up easily, simply because they were/are more persistent, professional, courteous and helpful in their follow up strategy.

Find the perfect video producer

Earl Chessher, owner of California Wedding Cinema, offers points that help tomorrow's brides and grooms pick the right independent video production services provider for their wedding event. Avoid common mistakes by using the following information when selecting your wedding video producer.

(Huntington Beach, CA) September 22, 2007 -- Amateur wedding video producers enter this business daily, making it even more difficult for the discerning bride and groom to wade through the crowd in an effort to find the right professional for their wedding day.

The number one reason for getting stuck with a poor quality wedding video is not taking the time to properly screen your prospects. Screening on price alone can often generate a field of inexperienced players. you do not want to invest in a beginner video producer's education when your special day calls for a great video production.

Or, if you do make your selection based on price vs experience, at least be aware of the potential difference in quality you might have to accept. In all fairness there are amateurs and beginners who give a great production for the money, but that makes your screening process all the more important to ensure finding the diamond among them.

In many cases this is your first wedding planning experience. you are entering a world of mixed signals, overstated claims and unsure consequences. Referrals help, and so does research to identify vendors conveniently available to you. But you still must make the time to screen your prospects.

Key elements to consider, in addition to price and experience, when interviewing a prospective wedding video producer are how she approaches lighting, sound and overall production. You also want to be comfortable with the person who videotapes your wedding day, so during your screening, make sure you will meet and talk with that person.

These are your first steps in finding the right service provider. But what about while you are trying to narrow the field from the hundreds of potential producers that show up in your web search?

Stick with these points during your first cut: Presentation, price and product. Is the web site easy to follow? Are critical contact information, complete "about us" facts including experience, some idea of general pricing, and sample clips available?

The following tips will not always save you a bundle of money, but certainly will save you a bundle of grief.

Tip No. 1 - go beyond web site sample clips and the demo reel.
Those just getting started in the business may not have clips, or even a demo reel, but they should at least be able to provide you with a copy of a complete wedding video production they've produced, even if it was their first or only production. If she is reluctant to share something with you that represents her price vs quality position, move on to the next one.

While flashy demo DVDs are potentially a good way to judge a wedding video producer's general approach to videotaping, and creative style, always demand a full wedding production just as it was delivered to the client. It takes time, and you certainly do not want to spend hours upon hours watching complete weddings, but viewing enough to get a solid appreciation for the producer's work is important.

If experience is more important to you than pricing, within reason, then the quality of the actual wedding production will bear this out.

Tip No. 2 - go beyond getting referrals.
It is imperative that you get names and contact information of previous clients. Get at least three. I personally recommend five.

AND CALL THEM!
Any reluctance or hesitation to provide referrals, move on to the next prospect. And, when you call them you want to ask two specific questions if you ask nothing else: Are you happy with your production? How long did it take for you to receive it? Anything beyond 90 days is unacceptable.

Tip No. 3 - see Tip No. 1
Many, many independent wedding and event video services providers talk about broadcast experience, working television or cable production. That experience can be a solid factor supporting the quality and professional level of their work.

In and of itself, however, it may not be enough. While you might be impressed with long lists of awards, columns of corporate and business names you might recognize on the posted client list, and the fact that your prospect has a fleet of Humvees with blazing sign work on the side, you STILL need to view something that represents her wedding video production work. This is why I said see Tip No. 1.

Tip. No. 4 - after you have decided that experience, satisfactory full production quality and several good referrals take priority over price, toss out any service provider on your list whose highest priced package is less than $1,000!
What?
That's right! Use the same valuation you found acceptable for your photographer! Again, while there are exceptions, you will have to look long and hard to find a producer who can give you the professional quality, assurance of experience and an acceptable product delivery time for such a low price. When she is often doing video as a side business, holding down another job, and struggling just to deliver her inexpensive videos, it is virtually impossible for this person to compete against the full time seasoned pro.
Again, if price takes precedence then be prepared to look long and hard until you find a low budget producer who meets minimum standards for quality wedding video production.

Tip No. 5 - unless you are absolutely positive you want to take the risk, make sure this one is a RULE and not just a "tip." ONLY continue the screening process with a potential service provider if she can show you a full wedding production that is less than a year old. If you settle for price without some proof/guarantee that your prospect even knows what a wedding is like, you will not be happy with your video!

Tip 6 - take it all into consideration.
Product, Professionalism, Personality, Price and Enthusiasm! Anything less is represented, move on to the next prospect. Just so you know, Robert Gordman, president of The Gordman Group, and author of best seller, "The Must-Have Customer: 7 Steps to Winning the Customer You Haven't Got," in an article in Wedding & Event Videography Resource Guide, said:
"Another way (for a video company to gain customers) is to become known as the company to go to every time you need a video."
He further suggests that video companies offering a diversity of products and services may be well-equipped to offer experienced professional service.

Tip No. 7 - Keep in mind that numerous surveys conducted by participants in the bridal industry note that brides who do not have a video production of their wedding regret it after the fact. Use proper and informed active screening to identify the kind of professional wedding and event video services provider you want, and hire her today!

Earl Chessher is president of California Wedding Cinema, providing professional wedding and event production services for hundreds of discerning brides for more than 15 years. He has been involved with the preservation of family events, history, stories and weddings in photographs, publication and video production for more than 30 years. For more information on this award winning video producer, go to www.californiaweddingcinema.com; or www.corelann.com.

The POWER of Video

The potential power of video has never been so evident as in the following story shared by Natalie "Natty" Neal, a Lansdale, PA professional video producer and prominent participant in the wedding and event video community. She is the owner of Glass Slipper Productions at www.gspvideos.com The Power of Video and Friendship... You never know who you will impact or when. Let me tell you a true story. Four years ago I sent an unsolicited email to a potential bride. I know I was wrong and I don't do that sort of thing now - but that was then. The bride calls me to ask me to remove her from my email list - I was super friendly and apologetic - we actually talked for over an hour we clicked so well. I talked her into coming in - she booked us to cover her wedding. At the time I was also toying with photography and she volunteered to be my guniea pig and photograph her wedding as well. She loved all we did for her that day. We grew closer, her and her husband and me and mine became close - dinner, dancing, movies, bowling - friend stuff. Two years later we asked them to be a part of our bridal party when Rob and I renewed our wedding vows and we had a big ole wedding. Last year they had their first child a baby girl. Today I get a call from my friends husband telling me that his wife is dying. She has about a week to ten days he says. They didn't tell anybody (friends) because she didn't want her friends to feel sorry for her and to watch her wither away - it all started about 3 months ago. Today I am told she asked for us. Her husband in tears says "we value your friendship so much. I wouldn't trade it for the world. But it's what you did for us on our wedding day being our videographers that I will cherish for the rest of my life. Because of you, my daughter will see and know her mother. Because of the video I thought I could not afford, Olivia will hear her mothers voice. Her memories will be forged with your video". My God, I lost it. Sometimes we get caught up in the business of being in business. Climbing ladders that don't matter, or trying to be at the top. Today I realized that what we do with video cannot be be measured with a price tag or a plaque on the wall. It's value is in the legacy's we protect everyday - and we don't even realize it. My heart is breaking. But I know that what I did four years ago for a woman who didn't even want me emailing her, is the priceless gift she gave to her child. If you read this far I thank you. I thank you for being a part of the world of videography. We are the keepers of the past and the protectors of memories. Remember. Natty

Marketing Bridal Lists

E-mail should be the LAST resort in a marketing strategy for working lists from bridal fairs:

First - even though we're promised, and often receive, a definitive, accurate and effective list of registered bridal visitors by the bridal fair organizers, these lists often arrive as late as two or three weeks.

And, they are rarely as accurate as we'd like, often through no real fault of the organizers, but more that many, MANY bridal fair guests do not always GIVE accurate information. Also, they are usually full of multiple registrations by moms, sisters, friends, etc.

That being said, we do whatever we can to obtain a working list of our own, one that we can begin "working" immediately. We often obtain this list by having a end-of-show drawing at our booth, sometimes requiring that the entrants be present to win, other times stating that we will notify the winner by phone and/or mail after the show.

We approach obtaining this list in many ways, but the most effective for us has been that my assistant engages the bride and/or groom with a few questions about their engagement, when or where he or she popped the question, etc. We do this TV interview style, with a camera focused on them, and microphone in hand. I have DVDs with pre-recorded demo content on a chapter, or chapters, then record these interviews, slip the DVD into a case with custom insert and business card, and hand it to them. While the bride, usually, is talking to my assistant, and being recorded, I get the groom or a friend or accompanying family member to fill out the entry card for our drawing.

Sure, we lose a few people this way, but the ones who's "stories" we capture to DVD, then hand out to them along with our demo are very effective, with a longer "shelf life" than an ordinary demo, although we do hand out those as well.

We use a multi-faceted approach when following up, regardless of how our lists are acquired. We do this in the following order USUALLY:

• Send specially printed post cards with pertinent information and hand-signed with an expression of appreciation for visiting the bridal fair, and/or our booth. This also offers an opportunity to request via e-mail, mail or phone (no sales pressure applied) to acquire a
demo DVD that includes a full wedding production, and our web site of course.

• We follow up this contact within 10 days with a one-page letter offering something special if they "act now," repeat our offer of a free demo DVD, and state that we will give them a "call within the next five days," to answer any questions they might have.

• We follow up this contact with a phone call. The contact will often CALL us - some kind of "preemptive strike" effort, I guess, but often they'll leave a message, ask a few questions or decline or say they've already selected a video services provider and not to waste our time with them. In so many words or another, but essentially this is their message. Often, however, we will actually field the call in person, affording us an opportunity to win them over with our personalities (smile goes here), and so forth.

• We follow this contact up with all but those who specifically said they had booked elsewhere and not to bother them by sending the demo DVD anyway, usually within another 10 days. We enclose a business card, brochure and a brief note that if they haven't made up their minds for
video (or not), haven't booked, or whatever to PLEASE call or e-mail. We promise to answer ANY questions or concerns they might have and promise in bold letters to NOT pressure them if they do so.

• We hang onto these lists and our notes regarding who we've contacted, who we've talked to, mailed to, etc. We have a month/year file and 60 days prior to their designated event date we e-mail (FINALLY) and/or send a one-page letter or post card, making some kind of offer if they book within the next 5 working days, even at this late hour, as we've not yet booked their date and would "love to work" with them.

We get a lot more out of our lists when we work this program faithfully.

Sure, we sometimes stumble, lose information, don't follow up, whatever (maybe I'm just in a bad mood or something, or don't FEEL like communicating with people - you know how it is.) but when we've worked the marketing system this way, and do it with consistency and conviction, our closing rate goes way up.

We are diversified, and do not focus exclusively on wedding video production. Being full time we offer video production services for (our mantra - "ALL CELEBRATIONS OF LIFE!") milestone celebratory events, funerals, memorials, montage and projection work, youth sports, martial arts, school plays and events, and productions, dance studios, swim club competitions, water polo yearbooks, rowing team yearbooks, children's birthdays, senior graduation and grad night celebrations, and more.

But when we do a wedding it doesn't end there. We keep a file of every wedding we've produced. We send an anniversary card on their first anniversary and often every anniversary, a holiday greeting card during the Thanksgiving, Christmas (or related religious holidays) and New Year's season.

We have MANY who keep in touch, expressing their appreciation for our remembering them, telling us they've had their first child, etc. As a result of this we get countless referrals, not only for weddings, but for many of the other celebrations of life people celebrate through the years. We offer them our updated multi-production demo that shows elements of the many other things we do in addition to weddings.

Marketing takes work, energy, planning, money and organization, consistency, persistency... ...but it pays off in huge dividends if you stay with the program. I sometimes allow myself to become slack and lazy, thinking I have so much ongoing business, calls, and production work to get done, I don't have time to market. But when I let it go the feast can quickly turn to famine. Every week, if not every day, requires that some kind of marketing endeavor - handing out a card, making a call, tweaking the web site, mailing a demo, etc. - takes place.

Sure, most of us know this, know that "great ideas won't work..." unless we do, and SOME of us, including myself, might stick with such a program more or less. Conducting a marketing plan with as much consistency and organization as possible really works.

There's a HUGE amount of business opportunity "out there" not only for wedding producers, but full time independents offering services for other celebrations and events as well. This kind of approach to keeping in touch with your clients, and working those lists pays major dividends.

Who Makes You Comfortable?

Price, product, quality and other pertinent issues aside, when it comes time to pick a professional independent wedding video services provider to produce your wedding, everything boils down to: "Am I comfortable with these people?"

The professional community bats such issues around constantly - which is more important? Price? Product? Marketing? Personality? Something else?

A service provider who comes off comfortable with you, with your questions and concerns, who takes time to listen to what you are saying AND what you are NOT saying; one who knows and shows her business, who walks the walk and can talk the talk, who makes YOU comfortable, will prove an asset for you on your wedding day.

Just as a lot of people who get to know and appreciate the skills and talents of their planner or coordinator know they can pretty much let it go and enjoy their wedding celebration, the same transfer of concern should come about with you and your video producer.

After the research, interview, establishment of the usual business credits, and your follow-up on referrals, trust your instincts. If something about her makes you uncomfortable - whether or not you can put your finger on it - then look some more. If, however, you experience a great overall sense of comfort with her, sign the agreement. Odds are in your favor that you are now in good hands.

Video Producers! Diversify and Survive!

If you have been a professional independent video production services provider, full time or part time, for more than two years and have not been able to earn the profits you seek, diversification is the answer. It can financially augment primarily weekend wedding work, and can generate cash flow, and weekday work that solidly reinforces your bottom line while broadening your marketing reach.
Another potential benefit is that the variety of production experiences from simple and quick to complex, immediate cash flow to long term income generation can possibly prevent the stress, burn out and boredom some experience by doing the same thing day in and day out. For my company diversification was key to survival from a financial, creative, physical and mental standpoint.
Some video producers prefer to specialize exclusively on one aspect of production - wedding video, for example. I elected to specialize in video production. Period.
Up front, let me say that there is absolutely nothing wrong with focusing on a weddings only business plan. Furthermore, there is nothing wrong with doing it part time. There are many success stories all over the video production world where independent and small companies are successful and profitable focusing exclusively on wedding video production services.
On the other hand there are countless individuals, small independent companies, and even some of the larger operations who express the difficulties they experience when attempting to make a profit, or even remain in business, producing wedding video exclusively. As an added income resource, being exclusively a wedding video production services provider on a part time basis certainly has its benefits, and often can lead to a stronger business base when the decision is made to move into full time operation. For the rest of us, and many of those working part time as well, there's diversification.
Many of you are already aware of this. Others continue to ponder the benefits of focusing primarily on wedding video production services while also seeking work outside an industry based on love, romance and commitment.
Many also are aware of the benefits of marketing production services to the overwhelming number of video related possibilities that exist. Anyone who has been in the business for a few years has discovered for themselves, or read countless magazines, web sites and books focusing on a broad range of video production opportunities.
The list is infinite, but on it are included youth sports, ranging from private, to community, to public schools; adult sports; community plays; events such as pow wows, car shows and renaissance festivals, concept videos for the young or mature market, martial arts events, special interest productions, projection services, memorials, funerals and music montage productions.
There are also endless opportunities for creating and marketing your own productions - work once, sell many. Well, sell a few anyway. The market doesn't have to be huge to pay off. Independent productions from music to art, to entertainment to instructional, can be quite satisfying as well as profitable if you have the talents and resources to pull it off.
The one key rule to apply here is: "Great ideas won't work unless you do." - author unknown.
All the ideas, from creativity to marketing, to concept to application, you come up with, read about or study will not work unless you are willing to do the work necessary to assure success.
That success begins with marketing.
If you are going to diversify your production business you have to increase your marketing efforts. Simply being open to production of video beyond weddings will not cut it. You market your wedding video production services and products. You must do the same for other areas of video service. While you do get the occasional inquiry via your wedding marketing efforts regarding other events from birthdays to retirements, to funerals or montage work, it is rare that potential clients who respond to your marketing perceive you as anything more than a wedding video producer.
I opted to establish a general services web site that outlines the many types of production work we perform. I established a weddings only web site under a unique name that will soon not only exclusively represent wedding production services, but aim at a higher end market. Meanwhile, wedding production services information will be removed from the general services web site. I anticipate, in time that I will also have a dedicated site for funeral, memorial montage and projection services, also one geared specifically toward production for small business, special interest and corporate production work. While it is nice to think of myself as an all things to all people video producer, that isn't always the perception.
Keeping your diverse video productions segregated will sometimes make a difference. The jury is still out on my decision to handle all aspects of my video business under the roof of a parent company, or keep them isolated. Otherwise, related production work can be kept in one basket - say, school and community events; youth sports and other competitive fields such as martial arts, rowing, even auto racing; celebrations of life.
Many of these other production possibilities are held weekdays and evenings, involve hundreds of participants, and are highly receptive to approaching "in progress" a la guerrilla marketing, or lend themselves to an effective direct marketing approach with sample DVDs, cover letters or post cards, and a special proposal.
Doors can be opened by offering speculative promotions where you do the work then take your chances on winning them over, special offers for a bare minimum guaranteed sales to parents or via the organization - both of these are great "get acquainted" approaches, but do require some risk on your part. My experience is virtually all our approaches have paid off in the long run, most of them immediately.
Another approach is to offer a special one time production cost approach with a good rate based on number of copies sold - price breaks at minimum, 100 units, or 200 or more units.
I know this. Every hour of every day, individuals, groups or organizations are doing something that can be served by video. The best approach of all to get their business is to figure out how to show these people what's in it for them.
Diversify and survive.

Without Video It's All Just a Memory

A video of your wedding...
If you view a wedding video and like it, are comfortable with the professional you are interviewing, and can fit her price structure into your wedding budget, then do it!
The usual concerns include reading the small print on the agreement, asking for and following up on referrals and, if you are looking for someone with experience, how many years the video company has been business - full time or part time. Is this a real business or a side job to a non-related career?
...just remember, without a video everything will be just a memory.

Photos Don't Talk

Video generates 1,800 images per minute, and they move.
Photography does not.
In your video you hear friends, family and guests talk, laugh, cry, joke, often sing, and move to music.
People in photos do not.
People in video hug, kiss, walk, run, dance, spin, act goofy, drink, play, smile, and show off their personalities.
They also do this in photographs.
Photographs capture, preserve the moment.
Video captures, and preserves the day...
...the event, its sights, and sounds.
With photographs you provide the memories, movements, and music score.
With video, you don't have to.

Some video producers care

We are many, and most of us in the professional independent wedding & event video service provider community care very much about how you are treated, how your video production preferences are met, and how we can provide you, the bride and groom, with exactly the approach, price and quality you deserve in a video that will become a cherished and valued family heirloom.
Great independent video producers are GREAT listeners. They pay strict attention to your questions and concerns, and they offer without hesitation the answers you are looking for. There are an abundance of styles and deliveries available to the discerning bride and groom when it comes to exploring the possibilities. While a bit of time is necessary to interview, confirm and follow up on potential video service providers, the investment can be well made.
Product, personality and price are viable elements in the interview process. Brides and grooms making the effort to explore each facet of this in deciding on a personal professional producer will gain much in return. A professional producer will have on hand suitable quality samples of her work, will prove herself flexible, friendly and caring, and will offer much more for your investment than dollars and cents.
She will provide not only the elements, from experience to technical knowledge, equipment redundancy and emergency human resources, necessary to get the job done, but will herself be personally invested in assuring and ensuring your production reflects the day as it was. She will also provide you with the artist's eye, making available to you, depending on your special preferences, creative components that will further enhance the memories of your wedding day.
She sees the interaction, the poignant moments, the little, and big, things that occur during your event - those times when you are so much a central part of the event that you never would have noticed, were it not for her watchful eye. She is rewarded personally, artistically and financially for not being a part of your celebration, but being a dedicated and focused professional observer of the moments and capturing them on your behalf.
Many in our business talk the talk, and can impress with technical soundbites, but few can show the empathy unless it exists. A professional independent video services provider can be proud of his or her equipment, knowledge, experience and abilities, but the real value is in finding one who also truly cares.

Traditional Wedding Videos Suck!

Traditional wedding video production sucks!
There's not one thing a traditional amateur or professional video producer claims that cannot be created or produced by any person who knows how to turn a video camera on and off, keep it in focus and hold it steady.
Anybody can do that!
Anybody attending the wedding can manage to capture what happened. With the trend toward traditional, some call it journalistic, others call it documentary, style coverage there's no reason to pay someone to videotape the event. In fact, why even burden anyone with the responsibility? Just have somebody place the camera on a tripod, feed it a tape, set the angle to capture a medium range framing and press record. Depending on the media used, check every 55 minutes, reload with a new tape, hit record and get back to the party.
Want to take it a step further?
Get a dozen or so friends or family members to bring their various quality, size, brands, format camcorders. Have each of them responsible for acquiring specific elements - the vows; the kiss; the processional; the recessional; the toast; cake cutting; garter/bouquet toss; first dance, mother/son & father/daughter dance(s).
Collect all that stuff when you return from your honeymoon, borrow what cameras you need to get all the footage into your new 24" screen iMac, load your favorite songs, and put it all together with software from iLife '06. Piece of cake!
You'll get all the conversations in their entirety. You'll get various angles of shots on some elements, one angle for others.
You'll get plenty of candid footage to reminisce over for years to come.
In fact, let's go back to step one, sort of...
...instead of fretting for 40 or more hours to put all that footage together, since you're not really gonna watch it again, if you even bother to watch all of it once, just burn it to a DVD with auto chapters say every 10 minutes and watch it, move around in it to your heart's content.
This is all your wedding video is really about - preserving it for future generations. Keep the reality of what happened intact, and playing it for laughs occasionally when the old gang gets together. Or, for that occasion when grandma and grandpa, mom and dad, or other family members who were there come over for dinner.
Somebody mentions "the wedding video" and you drag it out of the back of the drawer (You do remember where it is, don't you?)
Wait a minute, grandma and grandpa aren't coming over because they're no longer alive. Mom's divorced, and dad never takes the time to call, much less come by. But remember that little number dad and grandpa did together at the DJ's station, singing a couple of wacky tunes? It's worth pulling that video out and watching just to revisit a few of those moments so many years ago. You've got a couple of photos in the album, but it'd be a treat to hear that again. And the words dad shared during his heart-felt toast. Grandpa added something and gave you that...
Oops, that's where one of the cameras ran out of tape. No, wait! Remember! The guy who was in charge of shooting the fun stuff wanted to get in on the act so he set the camera down for a few minutes - missed that take.
Well, what do you expect for free, huh?
Especially when you consider the probability that even self-professed professional wedding and event video service providers will miss the mark occasionally. At least you got something, and it didn't cost you a dime.
You have a video that documents, more or less, your wedding day - none of that cute, creative stuff with all the slow motion (Nobody moves in slow motion in real life, do they?) That's only in the movies - went out with "The Right Stuff." Or, the black and white where only the blue car or red bouquet are in color - what does that have to do with reality?
Or the soft, dreamy segments that focus on you, your eyes, face, veil, hands, rings, lips (really sensuous lips), that expensive dress, your beautiful hair styling, earrings and more...
That wasn't really a part of your wedding, or what happened when you were getting ready for the ceremony. The girls were mostly talking about shopping for stuff, getting a speeding ticket on the drive down, there was that slight, sort of, argument with mom, then everybody yelled something incomprehensible when some guy stuck his head in the door.
You need the reality of it!
Why would you want some creative elements that might interpret what you felt in your heart, some romantic moment that passed through your mind as you were putting on the necklace he gave you as a special present. Why depend on something visually that might reflect poignant moments during the day? You can remember those things, how you felt inside...
...it's all that loud, mixed up conversation that mixes together on the video like vegetable soup - you know there's celery, carrots, peas but they're all mixed together. Anarchy in conversation, nothing discernible.
When you hire a video producer who does this for a living, you hire someone who depends on the quality of her product and her reputation to survive in a highly competitive business.
When you hire a video producer to come to your event, she comes with one thing in mind - covering every aspect of a very important day.
When you hire a video producer to come to your wedding, she is not your guest! She focuses on having the right equipment, getting the right angles, capturing the things that are said and done, and putting them all together in a way that not only documents your wedding day, but reflects the essence of you, the poignancy of your many moments, the smiles, the tears and the comments. The creative stylization of her special sequences, featuring special moments between you and your husband, you and your parents, grandparents, friends goes beyond simply setting to video what happened - it reflects how you felt.
Get past the thought that all you need is a videotape documenting the day. Hire a professional, and get an artist who knows how to paint a moving canvas with scenes and moments colored with your emotions, your smiles, the romance, and the beginning of your married life. Life can be strewn with disappointments, but for a reasonable price and extraordinary value, your wedding day video doesn't have to be one of them.