A lot has been said about the value of developing vendor relationships. Suggestions about how to do this range from hugs and smiles to lunches and dinners, or drinks and bribes. Whatever works, right?
Here's what I am doing. I've mentioned this before on E.C. Come, E.C. Go as a marketing tool, and had at one time done so myself with some success. But it's time to do it again because folks, it WORKS!
I have been visiting area vendors, meeting the owners or managers face-to-face, and making them an offer they cannot refuse - producing a 3-to-5-minute introduction DVD of their products or services for a "free, take one" counter display at their business.
I will shoot, edit and produce the DVDs, distribute them to the participating vendors, and keep in touch with them regarding need for more, changes to content and visitor reception. Together we will discuss needs over time and take action to make this a compelling marketing tool with an extended shelf-life. Interest and curiosity by both regular and potential visiting customers and clients, as well as window shoppers will compel them to take one home.
My original thought was to be selective and get one of each wedding industry vendor to participate. Due to the response so far I have two programs in progress. I have signed up two florists, two bakeries specializing in wedding cakes, two photographers with studios, one DJ, two venues, one tux rental location and two bridal gown locations. These are located in different "zones" of my service area and it will be simple to develop a DVD for their demographic communities.
My first shoot is in two weeks for one of the florist shops. The rest are planning their content, discussing their ideas, e-mailing me with questions and concerns, and actually participating in some serious communication that is already expanding our relationships.
I will post a final report after one, or both, projects has been brought to completion, productions are packaged and on the counters at these businesses.
Yes, the DVDs ONLY feature ONE independent professional wedding and event video services provider - MY COMPANY!
Yes, I am doing this at no charge and delivering the first round of 50 DVDs to each participating business with printed graphics and using paper sleeves.
Yes, this has already developed into some interesting possibilities for other business with the services involved, as well as people they know who are looking for video production services.
Yes, it is work, and will take work and an ongoing commitment to keep it rolling. The effort can, does and will pay off in GREAT vendor relationships and contacts, referrals and other business possibilities.
Remember: If you market, you will make it! © 2009, Earl Chessher
Sunday, July 26, 2009
Sunday, July 19, 2009
At What Price Video Excellence?
Another title for this article could be: "Quality Content & Production VS Production Time/Cost & Pricing" or "Where Do You Draw the Line" between the prices your clients pay and the quality of product they receive?
It's all relevant folks, but to take a slightly different path from those who perceive themselves as ARTISTS I have to tell you it is important to get a rein on your creative impulses and goals of perfection if you want to make money in the video production business.
People in the business with whom I share the occasional all-night phone call, barrage of back-and-forth e-mails or marathon chat discussions talk about how difficult it is to draw the line between what they've charged for a video production, what their invested time is worth, and what value the quality of their product.
The combination of business and art is a difficult one to balance. People in the video business use such terms as perfectionist, critical, picky, artist, professional, and particular when attempting to describe what drives them to put excessive hours into the editing of a video product. Many, though frustrated that they cannot balance fees VS perfection, will ignore whatever business sense or need for income they have in the often unfulfilled interest of achieving artistic perfection.
One thing I have discovered is that there comes a time when editing a video production that the work put into fine-tuning my production enters the law of diminishing returns. The perceived need for further finessing my production often provides no real or imagined discernible improvements.
There's that cliche again about perfection being a goal, not a destination.
The reality of it all is that unless and until we as combo businesspeople/artists accept that at some point we need to consider the bottom line, the stupidity of ignoring what makes money, develops cash flow, satisfies our clients and possibly generates profit in our illogical drive for perfection is overwhelming.
It COSTS US MONEY!
No amount of self-satisfaction. No degree of artistic perfection or originality. No aspect of marathon spit-and-polish is going to result in the client's uneducated expectations and perceptions of quality, a visually (to the masses) better product or, if you are not getting reimbursed for all that artistic anguish, profit.
At some point you are literally throwing away your precious, finite time - a commodity you cannot recoup or replace - for the right-brained part of you that has no interest in putting food on the table, paying bills or establishing a successful business.
Those of you who will, take a moment to assess your business goals. Do you want to become known as a master of the trade, develop a reputation of long, late or even no delivery of your "perfect" productions? Or, do you want to achieve an acceptable level of artistic quality, backed by a reputation for reasonable delivery times at affordable prices.
Do you want to adapt a no wine (or cheese) before its time, or a fresh-brewed tasty glass of iced tea? Both can be satisfying, but some people with whom we do business are not interested in waiting beyond a certain period of time unless the product truly reflects the perfection time is supposed to provide. The vast majority of clients would prefer to spend less for something acceptable, than spend more or wait longer for something that is not appreciably superior.
So, if you charge say, $500 for a wedding production. Promise and give the client something that based on the value of time spent reflects $500, not something you'd prefer to make $1,200 or $2,000 or more for due to over-investing your production hours.
If you charge $2,000 then give your client what, in your best judgment based on hours of production time two-thousand-dollars is really worth.
I am convinced that the vast majority of people in business as independent professional video services providers are putting too much time into tweaking, finessing, creating or even FIXING their productions - time, the value of which they can never hope to recoup based on the prices they charge for their services.
FORCE yourself to be more realistic regarding the work you do and the results you or your clients expect for the amount of money that has been invested toward any specific video product you offer.
Develop a specific market plan that offers specific services and video products that, as a good friend of mine in the business said, "you make painfully aware to the client at the time an agreement is signed" cannot expand beyond what has been promised if they later change their minds and want more.
Also remember: If you market, you will make it © 2009, Earl Chessher
It's all relevant folks, but to take a slightly different path from those who perceive themselves as ARTISTS I have to tell you it is important to get a rein on your creative impulses and goals of perfection if you want to make money in the video production business.
People in the business with whom I share the occasional all-night phone call, barrage of back-and-forth e-mails or marathon chat discussions talk about how difficult it is to draw the line between what they've charged for a video production, what their invested time is worth, and what value the quality of their product.
The combination of business and art is a difficult one to balance. People in the video business use such terms as perfectionist, critical, picky, artist, professional, and particular when attempting to describe what drives them to put excessive hours into the editing of a video product. Many, though frustrated that they cannot balance fees VS perfection, will ignore whatever business sense or need for income they have in the often unfulfilled interest of achieving artistic perfection.
One thing I have discovered is that there comes a time when editing a video production that the work put into fine-tuning my production enters the law of diminishing returns. The perceived need for further finessing my production often provides no real or imagined discernible improvements.
There's that cliche again about perfection being a goal, not a destination.
The reality of it all is that unless and until we as combo businesspeople/artists accept that at some point we need to consider the bottom line, the stupidity of ignoring what makes money, develops cash flow, satisfies our clients and possibly generates profit in our illogical drive for perfection is overwhelming.
It COSTS US MONEY!
No amount of self-satisfaction. No degree of artistic perfection or originality. No aspect of marathon spit-and-polish is going to result in the client's uneducated expectations and perceptions of quality, a visually (to the masses) better product or, if you are not getting reimbursed for all that artistic anguish, profit.
At some point you are literally throwing away your precious, finite time - a commodity you cannot recoup or replace - for the right-brained part of you that has no interest in putting food on the table, paying bills or establishing a successful business.
Those of you who will, take a moment to assess your business goals. Do you want to become known as a master of the trade, develop a reputation of long, late or even no delivery of your "perfect" productions? Or, do you want to achieve an acceptable level of artistic quality, backed by a reputation for reasonable delivery times at affordable prices.
Do you want to adapt a no wine (or cheese) before its time, or a fresh-brewed tasty glass of iced tea? Both can be satisfying, but some people with whom we do business are not interested in waiting beyond a certain period of time unless the product truly reflects the perfection time is supposed to provide. The vast majority of clients would prefer to spend less for something acceptable, than spend more or wait longer for something that is not appreciably superior.
So, if you charge say, $500 for a wedding production. Promise and give the client something that based on the value of time spent reflects $500, not something you'd prefer to make $1,200 or $2,000 or more for due to over-investing your production hours.
If you charge $2,000 then give your client what, in your best judgment based on hours of production time two-thousand-dollars is really worth.
I am convinced that the vast majority of people in business as independent professional video services providers are putting too much time into tweaking, finessing, creating or even FIXING their productions - time, the value of which they can never hope to recoup based on the prices they charge for their services.
FORCE yourself to be more realistic regarding the work you do and the results you or your clients expect for the amount of money that has been invested toward any specific video product you offer.
Develop a specific market plan that offers specific services and video products that, as a good friend of mine in the business said, "you make painfully aware to the client at the time an agreement is signed" cannot expand beyond what has been promised if they later change their minds and want more.
Also remember: If you market, you will make it © 2009, Earl Chessher
Wednesday, July 15, 2009
New Business at Under 70 Cents a Gig!
Tap a demographic that is virtually guaranteed to come to you, absolutely values your video services and products, and consistently invests in video or related services! For less than 70-cents per prospect you can triple, even quadruple your response levels and bring in more business!
A GOLDEN OPPORTUINTY!
Whether you sell and deliver only one wedding video, give away countless highlight thank you DVDs, sell extra copies, distribute copies to the ceremony and reception venues, wedding planner, activities director, the caterer, the officiant, band, DJ, string ensemble, singers, photographers or anybody else...
...you are doing more than giving away "comp" copies in an effort to build connections with other wedding service providers. If you do not go the small additional expense to purchase double-disk capacity (thin line) cases and include one or more of your demo DVDs along with EACH AND EVERY production you deliver you are throwing away a golden opportunity!
DO NOT DIS PEOPLE WHO BUY YOUR SERVICES & PRODUCTS!
This stands even more so for independent professional video services providers (IPVSP) who have diversified beyond the wedding market into the countless other events categories introduced over the years in E.C. Come, E.C. Go. As I have noted in previous articles here, upon starting out as an IPVSP focusing on wedding video production, I almost immediately recognized that I was limiting my income potential by holding such a narrow business focus. Now, after going full time and broadening the scope of services offered by my company, much of what I produce falls in the "work once, sell many" category. Each and every product delivered is a unique opportunity for marketing.
Keep an ongoing mailing list of all customers and clients, groups and organizations that purchase your services and video products. Keep the list current and fresh, adding notes that not only provide you with the name, address and phone numbers of previous buyers, but when they last purchased a product or service, and what it was. Also, how many years they've been coming to you, if they have recommended you to others, and it doesn't hurt to catalog special dates - anniversaries, birthdays, new arrivals, perhaps even career highlights as you become aware of them.
Keeping this level of information is important to your overall marketing strategy, but for now I will stick with getting your demo DVD into the hands of all these people.
As an independent it is difficult to be all things to your business, but if you want a guaranteed resource for re-sales, renewable business and referrals you need to keep and maintain your client base list with the understanding that every customer is MORE THAN JUST A NAME!
ALWAYS INCLUDE A CURRENT DEMO DVD!
If you do nothing else, ALWAYS use double-disk capacity cases and ALWAYS include a copy of your most current general purpose, wedding or other special events demo DVD. Sure, it takes time, effort, money and might sound like a LOT of investment of each into what could prove wasted expense. No, not wasted!
If, however, you do not take advantage of this guaranteed HOT client list and market every time you deliver, you are throwing away a lot more than 70-cents per prospect. This is by far the cheapest renewable marketing approach you have at your disposal.
Provided your DVD graphics look professional, and are pleasing to the eye, you can almost be assured that sooner or later it will be pushed into the player and reviewed. Better yet, the shelf life will be virtually as long as that of the product you delivered because nine-out-of-ten recipients will put that demo BACK into the double-disk case. And, the client will remember where your demo DVD is, or be reminded every time the production keeping it company comes out to be seen again, and again.
Can you say that about the demos you hand out casually in paper sleeves, or direct mail to valid, but cold call, addresses? While I also believe in the direct mail approach for getting my demo DVDs into the hands of prospective clients, I realize it is never going to be as effective as putting my demos into the hands of people who already know me, my business, my services and my products. The reduced shelf life of direct mail demo DVDs means I have to repeat this often to achieve a similar level of success - at a greater, but still worthwhile, expense
WHERE DID I GET 70-CENTS?
I purchase and use double-disk capacity, clear thin line cases from Edgewise Media, DVD blanks from any number of direct e-mail sources including CDRDVDR Media, Ink Caddy II bulk ink refills from DenverDisc where I also originally purchased my Ink Caddy II bulk ink delivery system for about $125. I also purchased my DVD duplicator system from DenverDisc, formerly Reliant Digital.
At $60 the Ink Caddy refills provide me with approximately 11 full cartridge replacements at a significantly lower price; any duplicator will save you time - mine does; double-capacity thin line clear (or black, or white) cases run about 40-cents each; I use Taiyo Yuden blanks exclusively and occasionally get them for less than 30-cents each in bulk. DiscMakers also provides quality products though a bit more than other places, and a GREAT line of duplicators at incredibly competitive prices.
If you want to look into DVD duplicators with copy protection check out Randy McNally and American Recordable Media. Super Media Store has GREAT prices on regular DVD duplicators as well. McNally offers a 5-target dubber with copy protection and no additional fees for under $900.
This equipment and materials, along with the two-sided 98 brightness 24-lb. paper stock I purchase from Fry's Electronics or Staples, about $9 a ream (500 sheets, 8.5 x 11"), my graphics skills and continually updated demo DVDs (new demos due out soon) provide me with a fail-safe marketing approach to renewable business.
Remember: If you market, you will make it! © 2009, Earl Chessher
A GOLDEN OPPORTUINTY!
Whether you sell and deliver only one wedding video, give away countless highlight thank you DVDs, sell extra copies, distribute copies to the ceremony and reception venues, wedding planner, activities director, the caterer, the officiant, band, DJ, string ensemble, singers, photographers or anybody else...
...you are doing more than giving away "comp" copies in an effort to build connections with other wedding service providers. If you do not go the small additional expense to purchase double-disk capacity (thin line) cases and include one or more of your demo DVDs along with EACH AND EVERY production you deliver you are throwing away a golden opportunity!
DO NOT DIS PEOPLE WHO BUY YOUR SERVICES & PRODUCTS!
This stands even more so for independent professional video services providers (IPVSP) who have diversified beyond the wedding market into the countless other events categories introduced over the years in E.C. Come, E.C. Go. As I have noted in previous articles here, upon starting out as an IPVSP focusing on wedding video production, I almost immediately recognized that I was limiting my income potential by holding such a narrow business focus. Now, after going full time and broadening the scope of services offered by my company, much of what I produce falls in the "work once, sell many" category. Each and every product delivered is a unique opportunity for marketing.
Keep an ongoing mailing list of all customers and clients, groups and organizations that purchase your services and video products. Keep the list current and fresh, adding notes that not only provide you with the name, address and phone numbers of previous buyers, but when they last purchased a product or service, and what it was. Also, how many years they've been coming to you, if they have recommended you to others, and it doesn't hurt to catalog special dates - anniversaries, birthdays, new arrivals, perhaps even career highlights as you become aware of them.
Keeping this level of information is important to your overall marketing strategy, but for now I will stick with getting your demo DVD into the hands of all these people.
As an independent it is difficult to be all things to your business, but if you want a guaranteed resource for re-sales, renewable business and referrals you need to keep and maintain your client base list with the understanding that every customer is MORE THAN JUST A NAME!
ALWAYS INCLUDE A CURRENT DEMO DVD!
If you do nothing else, ALWAYS use double-disk capacity cases and ALWAYS include a copy of your most current general purpose, wedding or other special events demo DVD. Sure, it takes time, effort, money and might sound like a LOT of investment of each into what could prove wasted expense. No, not wasted!
If, however, you do not take advantage of this guaranteed HOT client list and market every time you deliver, you are throwing away a lot more than 70-cents per prospect. This is by far the cheapest renewable marketing approach you have at your disposal.
Provided your DVD graphics look professional, and are pleasing to the eye, you can almost be assured that sooner or later it will be pushed into the player and reviewed. Better yet, the shelf life will be virtually as long as that of the product you delivered because nine-out-of-ten recipients will put that demo BACK into the double-disk case. And, the client will remember where your demo DVD is, or be reminded every time the production keeping it company comes out to be seen again, and again.
Can you say that about the demos you hand out casually in paper sleeves, or direct mail to valid, but cold call, addresses? While I also believe in the direct mail approach for getting my demo DVDs into the hands of prospective clients, I realize it is never going to be as effective as putting my demos into the hands of people who already know me, my business, my services and my products. The reduced shelf life of direct mail demo DVDs means I have to repeat this often to achieve a similar level of success - at a greater, but still worthwhile, expense
WHERE DID I GET 70-CENTS?
I purchase and use double-disk capacity, clear thin line cases from Edgewise Media, DVD blanks from any number of direct e-mail sources including CDRDVDR Media, Ink Caddy II bulk ink refills from DenverDisc where I also originally purchased my Ink Caddy II bulk ink delivery system for about $125. I also purchased my DVD duplicator system from DenverDisc, formerly Reliant Digital.
At $60 the Ink Caddy refills provide me with approximately 11 full cartridge replacements at a significantly lower price; any duplicator will save you time - mine does; double-capacity thin line clear (or black, or white) cases run about 40-cents each; I use Taiyo Yuden blanks exclusively and occasionally get them for less than 30-cents each in bulk. DiscMakers also provides quality products though a bit more than other places, and a GREAT line of duplicators at incredibly competitive prices.
If you want to look into DVD duplicators with copy protection check out Randy McNally and American Recordable Media. Super Media Store has GREAT prices on regular DVD duplicators as well. McNally offers a 5-target dubber with copy protection and no additional fees for under $900.
This equipment and materials, along with the two-sided 98 brightness 24-lb. paper stock I purchase from Fry's Electronics or Staples, about $9 a ream (500 sheets, 8.5 x 11"), my graphics skills and continually updated demo DVDs (new demos due out soon) provide me with a fail-safe marketing approach to renewable business.
Remember: If you market, you will make it! © 2009, Earl Chessher
Saturday, July 11, 2009
Keeping Busy in a Down Economy
The California Governor is writing I.O.U.s and nobody wants to accept them, including Bank of America and Wells Fargo. AIG is planning more bonuses. Cap and trade threatens a new focus on economics. A national medical plan overhaul is going nowhere fast. Radically reduced home equity and values has people looking a life on the streets. People with lots of money "on paper" are finding themselves in a reality check.
A lot is being said about the very real economic threats to small businesses and independent professional service providers. All of us who once enjoyed a modicum of prosperity are now worried that our investment in tools of the trade and education will be for naught.
One group tells us the sky is falling! Another group says everything is going to be OK. Who to believe. And, whatever you believe, what can you do about it? How will you weather the economic slump and the myriad ways government, big money and competition, or worse, pose threat to your survival?
While the wedding business as a whole is cutting way back with a return to potluck rehearsal and reception dinners, home made cakes and punch, family and friends shooting photos on some of the hundreds of consumer-owned digital cameras, even shooting video with any one or more of the countless camcorders available for a few hundred dollars, the wedding video production community continues to fight over a 20 percent, or less, wedge of the business pie.
Is there no good news in sight, or even over the horizon? Well, it's actually up to us who have established, or are trying to build up, perhaps simply maintain, a independent professional video services provider business.
Survival, even growth, perhaps prosperity are as simple as marketing. Now, more than ever it is important to realize that customers simply are not going to be calling you like they used to. My mantra, "If you market, you will make it!" © 2009, Earl Chessher, is true more today than ever, and if we in our chosen business fail to work even harder to gain market share, the sky is going to fall on top of us.
We can no longer depend on the simple routine of people searching for our services and products, or happy and content clients with a modicum of discretionary spending money telling others with a happy modicum of discretionary spending money how wonderful we are, and that they should use us. Today, more than ever, we're going to have to prove the value of our services and products, convince even the willing that they need professional video in their lives, and that what we give them in return for their hard-fought dollars is something that will hold its value for years to come.
Just know that if you do NOT market, you will NOT make it! That simple. OK, Earl, you ask, what would you suggest I do? I'm glad you asked.
1.) Go back and review my article "Your Basic Marketing Strategy" and DO IT! Now!
2.) Research the video market. Google key words for video production possibilities other than just weddings. After reading a number of the money-making ideas on E.C. Come, E.C. Go, figure out what areas are being under served in your service area and focus on them, using the basic marketing strategies listed in No. 1.
3.) Slim down and simplify your approach to production services, editing and delivery. Find ways to cut your costs without cutting the quality, and see if you can set yourself apart by offering something better and still more affordable than the competition.
4.) While you still have a dollar or two you MUST invest that into generating eyeballs, direct mail marketing strategies, and utilizing all available social web sites for the purpose of letting people know who you are, why they should care, and how to find you.
5.) Sell yourself, your services and your products like you've never tried before. Do like Jack Bauer - "Whatever it takes!" Go the extra mile. Stay up all night and deliver a day, two days, even a week earlier than usual, or promised. Accept a smaller deposit, or even establish a payment or layaway plan that the more economic strapped can handle. There's nothing better than building up a substantial cash flow operation by bringing in clients who make consistent and timely weekly or monthly payments.
6.) Take some risks. If you don't, if you persist in playing it safe, some competitor somewhere is going to stretch his or her luck and actually get lucky. If you believe in yourself, your business, your talents and skills, then gamble a bit. This is not a time for the timid, so if you fall into that category, grow some hair people.
7.) I have said this before, but it bears repeating: Dust off those demos, or take the time to "get around to doing one" NOW, and put them in the hands of people. Another slogan of mine: “Somebody somewhere celebrates something...every day!" © 2009, Earl Chessher holds true, and people might not think they can afford to have their celebrations professionally captured and produced, but you could try to convince a few of them you're worth the price.
Memories, good or bad, now more than ever are important. People are in financial holding patterns, cutting back on out-of-state, or country trips and vacations. Many are recording their own memories, using those countless digital still cameras and camcorders to preserve their moments spent on simpler outings. But that often leaves some member of the family out of the picture and brings up a selling point you can use to your own advantage.
8.) Hold off on investing in new equipment if your current tools are workable. Stay with standard definition, use cheaper lighting sources, to heck with how they look if they get the job done, and take care of your microphones, back up systems, computer or other editing systems like you have never done before. Spend the dollars necessary to keep your production arsenal maintained and in good working condition. Stretch the use of your current equipment for another year, maybe two. Sweat it out for now, making do with what you have. A house can STILL be built using a handsaw and hammer folks, now isn't the time to spend money you don't have on technology you don't really need to get work.
9.) Offer yourself to others in the business who advertise for help wanted/needed, and work for the "other person" an hour or two here and there. Essentially you are selling your time and it could very well be cheaper in the long run than what it costs you to advertise, generate and produce your own gig. Do not stay at home doing nothing when you could be working on another business person's dime. You may not have the luxury of refusing work just because it's possible a higher-paying call for a gig "could" come in.
10.) Do not sit at home and give in to a state of perpetual depression. Once it gets a hold of you, incentive drops, you lose your drive, your creative impulses take leave and you wind up sleeping in later, covers over your head, waiting until it's too late in the day to do anything to overcome your mental funk. Find a way DAILY to be productive, force yourself to be aggressive and not give in or give up.
Don't fool yourself into thinking that turning on the computer and tripping through the headlines, doing Stumbleupon, posting on Twitter and Facebook, or reading all eight pages of your web site and reading forum posts from three years back is doing something.
Understand that while it is fine to commiserate, to seek others of empathetic ear, to share laments, complaints and anger at religion, foreign entity or government, don't let that become your crutch or excuse for not doing something about the business.
If you do nothing more than one, single, isolated thing daily to sell, promote, communicate or offer your services, you will have accomplished a positive move in a direction that can keep you in business, if not flourishing, through the hard times. You have two choices in life - quit, or keep going. For those who survive and take action, quitting is not an option.
A lot is being said about the very real economic threats to small businesses and independent professional service providers. All of us who once enjoyed a modicum of prosperity are now worried that our investment in tools of the trade and education will be for naught.
One group tells us the sky is falling! Another group says everything is going to be OK. Who to believe. And, whatever you believe, what can you do about it? How will you weather the economic slump and the myriad ways government, big money and competition, or worse, pose threat to your survival?
While the wedding business as a whole is cutting way back with a return to potluck rehearsal and reception dinners, home made cakes and punch, family and friends shooting photos on some of the hundreds of consumer-owned digital cameras, even shooting video with any one or more of the countless camcorders available for a few hundred dollars, the wedding video production community continues to fight over a 20 percent, or less, wedge of the business pie.
Is there no good news in sight, or even over the horizon? Well, it's actually up to us who have established, or are trying to build up, perhaps simply maintain, a independent professional video services provider business.
Survival, even growth, perhaps prosperity are as simple as marketing. Now, more than ever it is important to realize that customers simply are not going to be calling you like they used to. My mantra, "If you market, you will make it!" © 2009, Earl Chessher, is true more today than ever, and if we in our chosen business fail to work even harder to gain market share, the sky is going to fall on top of us.
We can no longer depend on the simple routine of people searching for our services and products, or happy and content clients with a modicum of discretionary spending money telling others with a happy modicum of discretionary spending money how wonderful we are, and that they should use us. Today, more than ever, we're going to have to prove the value of our services and products, convince even the willing that they need professional video in their lives, and that what we give them in return for their hard-fought dollars is something that will hold its value for years to come.
Just know that if you do NOT market, you will NOT make it! That simple. OK, Earl, you ask, what would you suggest I do? I'm glad you asked.
1.) Go back and review my article "Your Basic Marketing Strategy" and DO IT! Now!
2.) Research the video market. Google key words for video production possibilities other than just weddings. After reading a number of the money-making ideas on E.C. Come, E.C. Go, figure out what areas are being under served in your service area and focus on them, using the basic marketing strategies listed in No. 1.
3.) Slim down and simplify your approach to production services, editing and delivery. Find ways to cut your costs without cutting the quality, and see if you can set yourself apart by offering something better and still more affordable than the competition.
4.) While you still have a dollar or two you MUST invest that into generating eyeballs, direct mail marketing strategies, and utilizing all available social web sites for the purpose of letting people know who you are, why they should care, and how to find you.
5.) Sell yourself, your services and your products like you've never tried before. Do like Jack Bauer - "Whatever it takes!" Go the extra mile. Stay up all night and deliver a day, two days, even a week earlier than usual, or promised. Accept a smaller deposit, or even establish a payment or layaway plan that the more economic strapped can handle. There's nothing better than building up a substantial cash flow operation by bringing in clients who make consistent and timely weekly or monthly payments.
6.) Take some risks. If you don't, if you persist in playing it safe, some competitor somewhere is going to stretch his or her luck and actually get lucky. If you believe in yourself, your business, your talents and skills, then gamble a bit. This is not a time for the timid, so if you fall into that category, grow some hair people.
7.) I have said this before, but it bears repeating: Dust off those demos, or take the time to "get around to doing one" NOW, and put them in the hands of people. Another slogan of mine: “Somebody somewhere celebrates something...every day!" © 2009, Earl Chessher holds true, and people might not think they can afford to have their celebrations professionally captured and produced, but you could try to convince a few of them you're worth the price.
Memories, good or bad, now more than ever are important. People are in financial holding patterns, cutting back on out-of-state, or country trips and vacations. Many are recording their own memories, using those countless digital still cameras and camcorders to preserve their moments spent on simpler outings. But that often leaves some member of the family out of the picture and brings up a selling point you can use to your own advantage.
8.) Hold off on investing in new equipment if your current tools are workable. Stay with standard definition, use cheaper lighting sources, to heck with how they look if they get the job done, and take care of your microphones, back up systems, computer or other editing systems like you have never done before. Spend the dollars necessary to keep your production arsenal maintained and in good working condition. Stretch the use of your current equipment for another year, maybe two. Sweat it out for now, making do with what you have. A house can STILL be built using a handsaw and hammer folks, now isn't the time to spend money you don't have on technology you don't really need to get work.
9.) Offer yourself to others in the business who advertise for help wanted/needed, and work for the "other person" an hour or two here and there. Essentially you are selling your time and it could very well be cheaper in the long run than what it costs you to advertise, generate and produce your own gig. Do not stay at home doing nothing when you could be working on another business person's dime. You may not have the luxury of refusing work just because it's possible a higher-paying call for a gig "could" come in.
10.) Do not sit at home and give in to a state of perpetual depression. Once it gets a hold of you, incentive drops, you lose your drive, your creative impulses take leave and you wind up sleeping in later, covers over your head, waiting until it's too late in the day to do anything to overcome your mental funk. Find a way DAILY to be productive, force yourself to be aggressive and not give in or give up.
Don't fool yourself into thinking that turning on the computer and tripping through the headlines, doing Stumbleupon, posting on Twitter and Facebook, or reading all eight pages of your web site and reading forum posts from three years back is doing something.
Understand that while it is fine to commiserate, to seek others of empathetic ear, to share laments, complaints and anger at religion, foreign entity or government, don't let that become your crutch or excuse for not doing something about the business.
If you do nothing more than one, single, isolated thing daily to sell, promote, communicate or offer your services, you will have accomplished a positive move in a direction that can keep you in business, if not flourishing, through the hard times. You have two choices in life - quit, or keep going. For those who survive and take action, quitting is not an option.
Sunday, July 05, 2009
Market Those Documentaries
Everyone has a story to tell, right? Probably just about everyone of you independent professional video services providers also have a story, read "documentary" you want to tell and produce. It doesn't HAVE to be a labor of love, or just something you produce simply to get it out of your system.
You might not make a killing, create a huge following or generate a name for yourself in the documentary industry, but you can certainly earn a few extra bucks, perhaps even cover the costs of what was originally to be that out-of-pocket labor of love simply by making it available to others.
With the bountiful resources available for self-promotion, distribution, producing and delivering your documentary, there is no serious reason for considering your work a closet shelf video. The viewing public is starving for stuff, and a significant number of people "out there" will invest in a copy of your production if they know it, and you, exists.
With such a diversity of interests, with the whole wide world at your disposal, with literally billions of eyeballs scouring the web, folks doing the Stumble Upon routine, checking out DealMac, Amazon and a myriad of other resources; with social networks such as Facebook and Twitter, and a host of others; with the availability of hundreds of video viewing sites on the web (see "Video on the Web" May 24, 2009 - E.C. Come, E.C. Go ) you have a marvelous opportunity to produce, market and make money off your documentary video production.
People such as Jay Michael, of In the Viewfinder, are not only performing standard commercial and event video production services, but also researching, developing and producing valid documentary video and selling their work to the consumer. Like special interest videos (see the blog article "Make Money in Special Interest Video" March 28, 2009 - E.C. Come, E.C. Go ) you are developing product while also pursuing something in which you are personally interested, and willing to invest your time into creating. How rewarding!
You have invested the time, energy and money into pursuing your documtary, planning it, obtaining the content to create it, editing it, perhaps even sharing it with a few interested friends and fellow video producers. So, instead of putting that production on the shelf and occasionally pulling it out to peruse, market it! Get some income out of it. Don't expect a million seller with each and every one of your productions, but you can, over time, develop a following that will result in a lucrative, perhaps even full time, video production and marketing business.
Always remember: If you market, you will make it! © 2009, Earl Chessher
You might not make a killing, create a huge following or generate a name for yourself in the documentary industry, but you can certainly earn a few extra bucks, perhaps even cover the costs of what was originally to be that out-of-pocket labor of love simply by making it available to others.
With the bountiful resources available for self-promotion, distribution, producing and delivering your documentary, there is no serious reason for considering your work a closet shelf video. The viewing public is starving for stuff, and a significant number of people "out there" will invest in a copy of your production if they know it, and you, exists.
With such a diversity of interests, with the whole wide world at your disposal, with literally billions of eyeballs scouring the web, folks doing the Stumble Upon routine, checking out DealMac, Amazon and a myriad of other resources; with social networks such as Facebook and Twitter, and a host of others; with the availability of hundreds of video viewing sites on the web (see "Video on the Web" May 24, 2009 - E.C. Come, E.C. Go ) you have a marvelous opportunity to produce, market and make money off your documentary video production.
People such as Jay Michael, of In the Viewfinder, are not only performing standard commercial and event video production services, but also researching, developing and producing valid documentary video and selling their work to the consumer. Like special interest videos (see the blog article "Make Money in Special Interest Video" March 28, 2009 - E.C. Come, E.C. Go ) you are developing product while also pursuing something in which you are personally interested, and willing to invest your time into creating. How rewarding!
You have invested the time, energy and money into pursuing your documtary, planning it, obtaining the content to create it, editing it, perhaps even sharing it with a few interested friends and fellow video producers. So, instead of putting that production on the shelf and occasionally pulling it out to peruse, market it! Get some income out of it. Don't expect a million seller with each and every one of your productions, but you can, over time, develop a following that will result in a lucrative, perhaps even full time, video production and marketing business.
Always remember: If you market, you will make it! © 2009, Earl Chessher
Friday, June 26, 2009
Costing Entry Level Video Business
There is no single appropriate selection of tools of the trade to enable the enterprising video services provider to start a business. Tools run the range from free to cheap, simple to complex and affordability standards for one individual will be too high or too low for another.
Also, the perceived look of a professionally equipped independent video services provider is a subjective one. Tastes too vary for each individual wanting to start a video production business. Some will "settle" setting aside pride for practicality while others will go into hock for the latest and greatest, even purchasing equipment that may never be used on a single, solitary gig. Still, there's no single right or wrong way to enter the business of independent video production.
What I am about to propose is an equipment list and costs that, IMHO, includes the basic tools a serious independent professional video services provider will need to do a better than adequate job out the door. This list is by no means definitive - there are always incidentals, gadgets and tools that will come to mind over time, adding to the arsenal of an experienced professional.
And last, the following list could be considered, perhaps, the TOP of the low end. It is certainly not the cheapest, nor necessarily the best tool set for the money, but by and large I believe overall it is the easiest route to acquiring, editing and producing quality video product for the client.
While my approach is Apple/Mac based, there are alternate, more affordable but not necessarily more simple solutions in the PC environment, and software to boot. I remain convinced, however, that the iMac with OSX and its included DVD and video editing software is the easiest and quickest out of the box approach to editing video.
That being said...
EQUIPMENT LIST:
iMac starts at $1,199 video editing and dvd creation software included in iLife
SD camcorder Canon GL2, $2,000 new; $1,500 used
HDV camcorder Canon HV30/HV40, $689 to $850 if you shop around
LitePanels Micro Light, $350, or less (or more, if you really want more light)
Rhode VideoMic shotgun, $150, or less, if you shop around
Zoom H2 digital audio recorder, $179, or less, if you shop around
Manfrotto (formerly Bogen) tripod, $105 to $500, or more, but you don't really need more. There's always Sachtler, starting at $1,400 and worth the price but way more than you need to spend for camcorder support.
Headphones - Sony MDR 7502, $50; Sony MDR 7509HD, $200; Sony MDR 7505, $85; or Audio Technica ATH-M30, $70, ATH-M50, $139.
Batteries, 3-hour bricks run $80 and up, depending on your camera. Belt batteries are OK, I've used them extensively, but they are heavy and no longer the must have option long-record-time needs.
Also, assorted miscellaneous cables for connections to/from your various digitizing, audio recording and editing components, say $150.
The above list will get you started.
You will also want a web presence of some kind. Service can run you south of $30 a month, and there many free/cheap options for developing a web site, blog or other means for advertising and marketing your video company. For a cost, you might consider utilizing iLife's iWeb software and an annual MobileMe account, $99.
Optionals include:
A brace/bracket system for the HV30/40, around $150 or so, and enabling you to attach your wireless mic, LitePanels, or other, on-camera light, and other accessories, as well as perhaps a...
Beachtek audio adapter, DXA-2s, about $180; DXA-6A, about $280
A USB mic for narrative recording in the studio, $50 and up.
An audio mixer...
Behringer, $109 and up
Mackie, $249 and up
Alesis, $299 and up
Tascam, $299 and up
Many will say a wireless mic system is NOT an option, and I do not disagree, but I included it under optional because there are elements of independent video production where you can possibly get by with the camcorder mic, or the Rhode mic mentioned above.
Wireless mic systems from Azden, Audio Technica, Shure and Sennheiser start around $250 and can go well over a thousand dollars. Many systems in the $300-$500 range are very serviceable. Do some research into frequencies as some mics on the market will soon be obsolete due to changes in frequency availability. You'll want to move above the 700+ range for sure.
FUTURE BUSINESS OPTIONS
Do not overlook the montage/video projection arena in providing video services. When I originally entered this market my total investment came to more than $5,000. And I still paid the investment off in less than six months after focusing on video projection services as part of my business operations.
Today, you can come well under $5K, perhaps half or less.
Projector: Epson EX50, $650
Player: WalMart cheapie, $35, or less
Powered speaker system: Samson, Fender, Bose, $700 and up; less if you purchase one of the many offerings in portable PA systems, just know that your audio quality will not be as good, nor your audio capacity/range as broad.
Da-Light projection stand, $250, or less; again you can "get by" with even a cheap wooden tv table, but I strongly suggest something sturdier and more stable - accidents happen and I swear people go blind as they come near projection equipment on stands.
The Screen Works t-stand 6x8 foot model front projection screen weighs in at $800, or less. There are many other options but The Screen Works will always be my go to company for screens of any size, shape, description or price.
Projection services = $2,435!
Another future (or sooner) acquisition will be at least a 1x3 DVD/CD duplicator, $350 or less; CD/DVD capable printer for inserts and disc graphics, $200 or less; external hard drives for project storage, often under $100, depending on capacity, and the prices continue to go down, not up, for huge storage capacity HDs.
So, to round things up and off I will use the lesser of any above pricing for totals.
Acquisition: $1,673, or less if you shop around.
Editing: iMac, $1,200, cables, etc. $150
Total = $2,873 + $30 a month for web marketing = $3,050
Optionals: (that will soon become things you can't live without) = $739
Future Business Options: Projection services = $2,435; DVD duplication, printing, project storage = $650
Final note: If you wanted, and could come up with the resources, you could spend a total of $6,874, or less if you shop around, and start up a virtually full-service video production company.
Are there other costs? Of course: business cards and other support/marketing forms; tax, business licensing, DBA, legal costs, etc. These and other elements such as various insurance premiums, maintenance, repairs, emergency purchases and more can run your expenses of entering, doing and maintaining your video business another $1,000 and probably closer to $3K.
Even so, with some investment of time, researching of instructional resources, determination and growing experience, an initial investment of under $10,000 to start a business that can become profitable in less than a year makes independent video production one of the least risky business investments available.
Even at $10K, this is 1/10th of what you would have spent 20 years ago; 1/2 of your probable investment 12 years ago; and still a significant savings over what you would have spent for the same/similar tools less than 8 years ago. Many of the old timers in this industry continue to pay on their original investment, trying to sustain a business based on equipment that is now slow and sadly antiquated.
You can come in well under my figures, but again I have to say that the easiest way to invest today and start working (making money) tomorrow would include a serious portion of the equipment listed above.
Remember: If you market, you will make it! © 2009, Earl Chessher
Also, the perceived look of a professionally equipped independent video services provider is a subjective one. Tastes too vary for each individual wanting to start a video production business. Some will "settle" setting aside pride for practicality while others will go into hock for the latest and greatest, even purchasing equipment that may never be used on a single, solitary gig. Still, there's no single right or wrong way to enter the business of independent video production.
What I am about to propose is an equipment list and costs that, IMHO, includes the basic tools a serious independent professional video services provider will need to do a better than adequate job out the door. This list is by no means definitive - there are always incidentals, gadgets and tools that will come to mind over time, adding to the arsenal of an experienced professional.
And last, the following list could be considered, perhaps, the TOP of the low end. It is certainly not the cheapest, nor necessarily the best tool set for the money, but by and large I believe overall it is the easiest route to acquiring, editing and producing quality video product for the client.
While my approach is Apple/Mac based, there are alternate, more affordable but not necessarily more simple solutions in the PC environment, and software to boot. I remain convinced, however, that the iMac with OSX and its included DVD and video editing software is the easiest and quickest out of the box approach to editing video.
That being said...
EQUIPMENT LIST:
iMac starts at $1,199 video editing and dvd creation software included in iLife
SD camcorder Canon GL2, $2,000 new; $1,500 used
HDV camcorder Canon HV30/HV40, $689 to $850 if you shop around
LitePanels Micro Light, $350, or less (or more, if you really want more light)
Rhode VideoMic shotgun, $150, or less, if you shop around
Zoom H2 digital audio recorder, $179, or less, if you shop around
Manfrotto (formerly Bogen) tripod, $105 to $500, or more, but you don't really need more. There's always Sachtler, starting at $1,400 and worth the price but way more than you need to spend for camcorder support.
Headphones - Sony MDR 7502, $50; Sony MDR 7509HD, $200; Sony MDR 7505, $85; or Audio Technica ATH-M30, $70, ATH-M50, $139.
Batteries, 3-hour bricks run $80 and up, depending on your camera. Belt batteries are OK, I've used them extensively, but they are heavy and no longer the must have option long-record-time needs.
Also, assorted miscellaneous cables for connections to/from your various digitizing, audio recording and editing components, say $150.
The above list will get you started.
You will also want a web presence of some kind. Service can run you south of $30 a month, and there many free/cheap options for developing a web site, blog or other means for advertising and marketing your video company. For a cost, you might consider utilizing iLife's iWeb software and an annual MobileMe account, $99.
Optionals include:
A brace/bracket system for the HV30/40, around $150 or so, and enabling you to attach your wireless mic, LitePanels, or other, on-camera light, and other accessories, as well as perhaps a...
Beachtek audio adapter, DXA-2s, about $180; DXA-6A, about $280
A USB mic for narrative recording in the studio, $50 and up.
An audio mixer...
Behringer, $109 and up
Mackie, $249 and up
Alesis, $299 and up
Tascam, $299 and up
Many will say a wireless mic system is NOT an option, and I do not disagree, but I included it under optional because there are elements of independent video production where you can possibly get by with the camcorder mic, or the Rhode mic mentioned above.
Wireless mic systems from Azden, Audio Technica, Shure and Sennheiser start around $250 and can go well over a thousand dollars. Many systems in the $300-$500 range are very serviceable. Do some research into frequencies as some mics on the market will soon be obsolete due to changes in frequency availability. You'll want to move above the 700+ range for sure.
FUTURE BUSINESS OPTIONS
Do not overlook the montage/video projection arena in providing video services. When I originally entered this market my total investment came to more than $5,000. And I still paid the investment off in less than six months after focusing on video projection services as part of my business operations.
Today, you can come well under $5K, perhaps half or less.
Projector: Epson EX50, $650
Player: WalMart cheapie, $35, or less
Powered speaker system: Samson, Fender, Bose, $700 and up; less if you purchase one of the many offerings in portable PA systems, just know that your audio quality will not be as good, nor your audio capacity/range as broad.
Da-Light projection stand, $250, or less; again you can "get by" with even a cheap wooden tv table, but I strongly suggest something sturdier and more stable - accidents happen and I swear people go blind as they come near projection equipment on stands.
The Screen Works t-stand 6x8 foot model front projection screen weighs in at $800, or less. There are many other options but The Screen Works will always be my go to company for screens of any size, shape, description or price.
Projection services = $2,435!
Another future (or sooner) acquisition will be at least a 1x3 DVD/CD duplicator, $350 or less; CD/DVD capable printer for inserts and disc graphics, $200 or less; external hard drives for project storage, often under $100, depending on capacity, and the prices continue to go down, not up, for huge storage capacity HDs.
So, to round things up and off I will use the lesser of any above pricing for totals.
Acquisition: $1,673, or less if you shop around.
Editing: iMac, $1,200, cables, etc. $150
Total = $2,873 + $30 a month for web marketing = $3,050
Optionals: (that will soon become things you can't live without) = $739
Future Business Options: Projection services = $2,435; DVD duplication, printing, project storage = $650
Final note: If you wanted, and could come up with the resources, you could spend a total of $6,874, or less if you shop around, and start up a virtually full-service video production company.
Are there other costs? Of course: business cards and other support/marketing forms; tax, business licensing, DBA, legal costs, etc. These and other elements such as various insurance premiums, maintenance, repairs, emergency purchases and more can run your expenses of entering, doing and maintaining your video business another $1,000 and probably closer to $3K.
Even so, with some investment of time, researching of instructional resources, determination and growing experience, an initial investment of under $10,000 to start a business that can become profitable in less than a year makes independent video production one of the least risky business investments available.
Even at $10K, this is 1/10th of what you would have spent 20 years ago; 1/2 of your probable investment 12 years ago; and still a significant savings over what you would have spent for the same/similar tools less than 8 years ago. Many of the old timers in this industry continue to pay on their original investment, trying to sustain a business based on equipment that is now slow and sadly antiquated.
You can come in well under my figures, but again I have to say that the easiest way to invest today and start working (making money) tomorrow would include a serious portion of the equipment listed above.
Remember: If you market, you will make it! © 2009, Earl Chessher
Saturday, June 20, 2009
Your Basic Marketing Strategy
If you commit to the following 10 basic marketing strategies your business will grow in size, income or branding. At least one area will experience positive improvement if not all three, based on your consistent application of and dedication to the following.
1.) Mail one demo with cover letter a week of some kind to a valid home address
2.) Mail one demo with cover letter a week related to a valid business address
3.) Mail 10 direct mail letters a month to dance, martial arts, high school or other
4.) Mail one postcard a day to any good potential business, family or group source
5.) Post one business related item a day on Twitter; get an account and use it
6.) Post one business related item a day on Facebook; get a facebook account and use it
7.) Respond to all phone or e-mail inquiries within 24 hours of their receipt
8.) Stop and visit one random potential resource a month in your service area
9.) Identify and send 10 e-mails a month to any desired potential client resource
10.) Spend one-half hour a week on Google, searching for and reading something about marketing
Successful marketing relies on consistency and being persistent. Once you get into the groove all the above should not require more than an average of 15 minutes a day - less than one 8-hour working day a month.
Remember: If you market, you will make it! © Earl Chessher
1.) Mail one demo with cover letter a week of some kind to a valid home address
2.) Mail one demo with cover letter a week related to a valid business address
3.) Mail 10 direct mail letters a month to dance, martial arts, high school or other
4.) Mail one postcard a day to any good potential business, family or group source
5.) Post one business related item a day on Twitter; get an account and use it
6.) Post one business related item a day on Facebook; get a facebook account and use it
7.) Respond to all phone or e-mail inquiries within 24 hours of their receipt
8.) Stop and visit one random potential resource a month in your service area
9.) Identify and send 10 e-mails a month to any desired potential client resource
10.) Spend one-half hour a week on Google, searching for and reading something about marketing
Successful marketing relies on consistency and being persistent. Once you get into the groove all the above should not require more than an average of 15 minutes a day - less than one 8-hour working day a month.
Remember: If you market, you will make it! © Earl Chessher
Thursday, June 18, 2009
What's it Cost to Produce Average Wedding?
What's an average wedding video production cost?
There are certainly other, different and alternate incidental and real costs, but I break down the average cost to produce an average wedding to this = $1,709.
And that is not figuring on two operators at the event for 8 hours, only 1; also only 30 total hours editing, not a possible 40 to 50 or more in some cases.
Person hours 8 x $50 per hour = $400
Road time hrs 2 x $25 per hour = $50
Gas/car exp = $16 avg
Food = $20 avg
tape stock = $18
Editing 20 to 40 hours @ $35 per hour = $1,050 for 30 hours
Insurances = $20 avg per event, based on a $1K annual premium?
Electricity = $5 (no logic applied, arbitrary number)
Equip depreciation/wear = $25 per gig avg
DVD, ink, paper, cases = $5 per unit
Postage = $10
Web costs = $20 per gig avg est cost
Advertising = $20 per gig avg est cost
Space, office, room use = $50 per event/gig est
At $1,709 a wedding video producer would have to make $50 per hour based on an estimated 38 hours per wedding/gig to break even.
Based on $75 per hour for 38 hours, the producer would be bringing in $2,850 - a potentially feasible/reasonable price point. And a fair price to offer the potential client.
I'm not averaging this on weddings. And, I strongly suspect that there are not too many others averaging $3,000 per wedding production either.
Essentially, wedding video producers are all losing money on weddings that call for an investment of 40 plus hours and are bringing in less than $3K. Using the less is more principle it is possible to do WAY less and make something, if not actually MORE.
This makes wedding video production truly a labor of love, no pun intended. Clients often do not realize that they are getting a good value if they hire an independent professional video services provider with referrals and experience who has a $3,000 base fee for quality production work, based on the hours and REAL costs involved.
There are certainly other, different and alternate incidental and real costs, but I break down the average cost to produce an average wedding to this = $1,709.
And that is not figuring on two operators at the event for 8 hours, only 1; also only 30 total hours editing, not a possible 40 to 50 or more in some cases.
Person hours 8 x $50 per hour = $400
Road time hrs 2 x $25 per hour = $50
Gas/car exp = $16 avg
Food = $20 avg
tape stock = $18
Editing 20 to 40 hours @ $35 per hour = $1,050 for 30 hours
Insurances = $20 avg per event, based on a $1K annual premium?
Electricity = $5 (no logic applied, arbitrary number)
Equip depreciation/wear = $25 per gig avg
DVD, ink, paper, cases = $5 per unit
Postage = $10
Web costs = $20 per gig avg est cost
Advertising = $20 per gig avg est cost
Space, office, room use = $50 per event/gig est
At $1,709 a wedding video producer would have to make $50 per hour based on an estimated 38 hours per wedding/gig to break even.
Based on $75 per hour for 38 hours, the producer would be bringing in $2,850 - a potentially feasible/reasonable price point. And a fair price to offer the potential client.
I'm not averaging this on weddings. And, I strongly suspect that there are not too many others averaging $3,000 per wedding production either.
Essentially, wedding video producers are all losing money on weddings that call for an investment of 40 plus hours and are bringing in less than $3K. Using the less is more principle it is possible to do WAY less and make something, if not actually MORE.
This makes wedding video production truly a labor of love, no pun intended. Clients often do not realize that they are getting a good value if they hire an independent professional video services provider with referrals and experience who has a $3,000 base fee for quality production work, based on the hours and REAL costs involved.
Sunday, June 14, 2009
Outshining the Competition
There are six basic ways to set yourself apart from the competition. Five basic ways to establish yourself, your business and brand in a prominent position in your career as an independent professional video services provider.
1.) Price competition
2.) Price competition (not a typo, or a mistake - read on)
3.) Production value
4.) Branding
5.) Delivery
6.) Packaging and presentation
Additionally, there are four basic elements that effect a positive influence on your potential clients, referrals, past and renewable customers and the millions of eyeballs you strive to reach daily.
1.) Personality
2.) People
3.) Price
4.) Product
Additionally, there is one basic rule of thumb in successfully establishing your business, yourself and your brand.
1. CONSISTENT MARKETING
While the captions may be similar, there's a vast difference between each. Each is also, however, directly related and intimately linked to the base concept of the other, and all are crucial to your overall success - in high times as well as periods of economic distress.
PRICE COMPETITION
You have a unique style, a unique product, a unique personality, and a creative expression that is by and large recognizably different from, if not superior to, the works of your competition.
Therefore you charge more, expect more and receive more from your client base than the average and below independent professional video services provider. You can do this because you have taken the time to develop a unique style, a front-running, trend-setting approach that is original, unique, exceptional and readily identifiable.
Like testing dark colas - you are able to recognize the difference between Pepsi or Coke, and colas 1, 3, 5 or 7. It can be discerned. And you command a premium for your highly sought creations.
Price competition of the highest order.
PRICE COMPETITION
You have a quality product with good-to-great audio, solid shooting, excellent coverage and professional standards that cannot be impeached. Your pricing is fair for what you deliver...
...the "meat and potatoes" if you will, of documentary style, un-embellished production work - stable, consistent color, discernible audio quality and solid coverage.
And, you are "affordable" - reasonably priced in a range that the average client can afford with a little budget bending. You do not give it away, but at the same time you are not placed in a category by the seeking public consumer that makes you a cheat.
While affordable you are not cheap by definition. You do, however, study your immediate competition and attempt to establish quality, services and pricing that under most circumstances will edge the competition out = set you and your business apart.
PRICE COMPETITION
I only listed it twice, but there is a third and viable approach to competing by price. I know a person in the industry who refers to this category as "scum sucking bottom feeders" but that label is not necessarily accurate in the reality of things.
Some quite confidently have found an underserved market - the low/no budget client - and have honed their acquisitions and productions to a fine line, doing what is necessary and ONLY what is necessary to put out an acceptable product that is cheap, fast and good.
Along with any of the three pricing structures, early delivery will enhance the renewable business, encourage the referrals and enhance perceived value. The possible exception being, as many in the higher pricing bracket have noted, that people who pay more might actually expect, or be willing to wait longer for delivery. The concept being that of a good wine or cheese - it takes time to refine a high quality product.
In my personal opinion, many often use the above as an excuse for delaying work on a product that should and could have been finished much earlier; their way of denying a lackadaisical work ethic. True or no, the longer it takes to deliver any video product, the more opportunity for misunderstandings and hard feelings to get in the way of the results. This usually adds up to negative marketing value for you and your business.
PRODUCTION VALUE
Multiple cameras, multiple operators, multiple points-of-view (POVs), redundant audio backup and resources, consistent audio levels, color correction, white balancing, solid shooting techniques and great framing are all important ingredients of high production value.
A second tier to this is the creative content: unique angles, exceptionally intimate and poignant shots, high emotional quotient, special moves using any of a number of available camera stabilization systems at a broad range of prices and functionality.
A third tier is treatments, special effects, etc. and knowing when to use them, and when to let the visuals and audio stand on their own merits. This tier is most successful when used minimally and when the artist has practiced and studied the applications and learned how to use them to the best effect, or not.
Production value often is taken to mean an over-application of too many production elements that result in a work that is too far out there for all but the most open-minded client. Too many in our industry think with color, weird intros and exits, over-done blown-out shots, flares, and more the way early industry video producers used to fight camera shake - "strobe it!"
All too often, too many think they are fooling their clients and their contemporaries when they over-apply color, black-and-white, slow motion or other effects in an effort to cover up mistakes. They do this when back up footage, carefully acquired cutaways an B-roll footage, and solid editing capabilities would serve them better so far as creating a video representing high production value.
On the one hand the right production value will further set you apart from your competition while the wrong concept of what represents production value will also set you apart - but in a negative sense.
BRANDING
Set your values high. Generate visibility and linkage everywhere that identifies your product, your name, your chosen or elected image or logo. Use it in your packaging, on your stationery, your post cards and direct mail pieces, your web site.
Be consistent and persistent in presenting your brand. Continuity of use is important. This is why so many of your major brands are variations of their original visual elements - updated to keep with the the times, for sure, but retaining much of the identifiers that are so valuable to the brand now.
Rarely will a company that has maintained and sustained a long-term branding decide to can the image and start all over. The success level of this approach is low and rare. The shape of Coca-Cola's original bottle, the Pepsi symbol, AT&T's stylized globe, Nike's swish are only a few of the successful branding elements that are strongly defended by their trademark holders, and not subject to total change - the branding identity is simply too strong after so long.
So is yours, from your company name and visual identifiers, to the style and content and approach of your productions, to the packaging and labeling...
...all this identifies you, your business, your product and who you are. Think long and hard about how you want to do this and develop a linked and consistent look that covers everything you use to represent your business and product.
If you think and realize that you got is all wrong, change quick and change early, making a new marketing decision, look and name as well. I mean, there are times when you have to accept that you made a mistake, and can only hope that you haven't waited too many years and done too much work that change is going to do you more harm than good.
I wonder how soon Chevrolet made the decision to pull its Chevy Nova model from Portugal when it realized Nova in that country (pronounced no vah) means wont go?
Tie it all together, make it link visually, audibly and solidly in every facet of your business. Consistence and persistence in applying your brand will make a huge difference in setting you apart from the competition in the long haul.
DELIVERY
It has been said that you cannot have all three - good, fast and cheap. Yes, you can. Yes, your clients can. And should. If not good, fast and cheap, at least good, fast and affordable. Or, how about GREAT, FAST and AFFORDABLE! What a concept.
Early and on-time delivery will go a long way in gaining customer endorsement, referral and renewable business. It only takes one or two times coming in past deadline to change an otherwise satisfied client into one bad-mouthing you and seeking another source for your services and product.
Even if you deliver a "great" video product, if it is six months later than promised, a year later than expected, and following upon the back of the countless excuses and broken promises along the way, you're history my friend.
Even if you have an unbeatable price, the lowest in the lower hemisphere, a give-away price, extraordinarily cheap price...
...oh, and a "great" product, late delivery and the lies that often accompany it will negate any good will or potential for client satisfaction.
Set yourself apart from many of your competitors by simply delivering as promised, or earlier than promised/expected, and doing more than was expected. Go the extra distance to establish yourself and your business and product as not only a great combination, but one that is reasonably priced AND always delivered early or on time.
PACKAGING & PRESENTATION
These are components of branding and delivery, and also go hand-in-hand with pricing, perceived value and all the other things you do in an effort to set you, your business and products apart from the competition. Packaging and presentation, given a quality product delivered in a timely manner and provided for a fair and reasonable price, will further set you apart from the crowd.
Quality full-color, clean and creative, professional quality graphics on your inserts, DVD and CD surfaces, as well as the quality of the cases themselves, how you label and mail or hand-deliver - neat handwriting or clean and professional-looking mailing labels that carry forth your branding and company identifiers - all have to do with your image - what further sets you apart.
Don't give in to the thought among many in our industry that "less is more" when it comes to packaging and presentation. Too many are looking at ways to cut their costs and doing it "bassackward" by cheapening the looks of their final delivered product, or covering up with cheap materials.
Determine what it will cost you to deliver a professional quality package and product. If you have to job them out because you simply are not artistic or creative enough with print graphics, or do not own the equipment or possess the software knowledge to do it yourself - find out what it will cost you to outsource to a professional and factor that into your prices.
Do not cut corners with the presentation and quality of your final product if you want to successfully set yourself apart from much of the competition - people in the business who either do not know better, or couldn't care less, or are simply too lazy or cheap to make the effort.
By going this one step further in your overall business strategy and approach you will soon become recognized as a standout among your competition.
Now, the four "P's"
Personality, Price, Product and People (not in any particular order of importance) are, in my humble opinion, of absolute equal importance when it comes to having a positive influence on your potential or renewable client base.
Perhaps it actually IS impossible to win everybody's heart, or faith, or trust. But that doesn't mean you shouldn't try.
In spite of the economy one of the three things I enjoy most on a personal level is dining out. And I have my favorites. And, among those favorites I often feel I also am a favorite of the host, owner or server(s) there. I can tell early on if the establishment's representatives are simply parroting their training by rote, or do not really "feel" the smile or warmth they try (poorly) to convey.
Likewise, I can tell if they are really sincere, truly trying, and are committed to establishing a positive relationship with me as the patron, and presenting the establishment with which they are associated in a positive manner.
Treat me good and I will leave a decent tip, smile at you when I enter and leave, tell others about my pleasant experience, or participate with affirmative remarks to web or phone "quality" surveys, and return. Do all this AND make me believe it is genuine and I will tip large, smile wide, return often and with my friends.
The same with your business. Be informative, patient, honest and sincere. Fake it (if you have to) until you get it right and can come across as Mr. or Miss Sincerity of the Year. It isn't THAT difficult folks. And openness, honesty and sincerity will go a long way to establishing the relationships with potential clients that convert them into return, referral and renewable clients - year after year.
Again, you cannot win them all. People are unique, different and often as perplexing as they can be. Go into any given business atmosphere knowing that your personality, as hard as you try and as sincere as you come across, simply will not always win them over. People react and respond to a million triggers and it only takes a second to pull the wrong one. So, get over it! And realize people are diverse and someone out there isn't going to like you for a bounty of ill-founded reasons.
Be honest about your pricing. And firm. Be firm. Sure, you can flex a bit, but knowing the value of your work, your experience and the professional quality of your talents, equipment and software, don't always drop to the lower denominator. Allow some degree of "dealing" if you are so inclined. While being compassionate and understanding about their economic woes, also define your limits early on so false expectations do not take root too soon.
Don't hem and haw around about what you will, might or will not do for a given price. Shoot straight and your successes in negotiation will rise to the top. Honesty is always the best policy. Do not make promises you cannot or do not intend to keep. Your clients will call you on it every time. Do not let them assume something. If you are aware that they may be misleading themselves, take the responsibility to steer them, and yourself, clear of that pitfall.
Show what you do. Share your product(s) and deliver what you show. Again, be honest about what they are seeing. Control the presentation, but also allow them to see enough of your honest work and creative talents that they can be comfortable and confident that you are the honest, easy-to-get-along-with, professional you represent yourself to be.
Clients get around. They see a lot of stuff, be it web clips, sample DVDs, interviews with independents or exposure to large studio environments. You might get by with the occasional misrepresentation of others' work as your own. It is wise, if you MUST show something you did not personally create or produce, that you are up front about this, noting to your potential clients that while you did not produce this element specifically, you are using it to represent that you CAN provide similar or exact work of the same creative caliber and unique quality.
You will eventually get caught out in this age of a shrinking global community and the World Wide Web.
CONSISTENT MARKETING
Did I say "consistent marketing?" ALWAYS market yourself, your business and your services and products. Be relentless. Never stop talking about, showing or elaborating upon your concepts, availability, flexibility, creative drive, price, experience.
Use every possible available resource for getting the word out about what you do. Go for every eyeball you can get. Use the web, Twitter, Facebook and the host of other available social sites to full advantage. Inform, advise and advertise.
Market EVERY DAY! Don't kid yourself that calling a phone number and leaving a message, or hanging up after a busy signal is your effort for the day. KNOW that you must do something definitive, be active and engage potential clients in some manner on a daily basis or your market share will slant toward your competition.
Be consistent in your marketing efforts and you will receive consistent positive results. You will SEE the difference, and recognize it for what it is - successful marketing.
Remember: If you market, you will make it! © Earl Chessher
1.) Price competition
2.) Price competition (not a typo, or a mistake - read on)
3.) Production value
4.) Branding
5.) Delivery
6.) Packaging and presentation
Additionally, there are four basic elements that effect a positive influence on your potential clients, referrals, past and renewable customers and the millions of eyeballs you strive to reach daily.
1.) Personality
2.) People
3.) Price
4.) Product
Additionally, there is one basic rule of thumb in successfully establishing your business, yourself and your brand.
1. CONSISTENT MARKETING
While the captions may be similar, there's a vast difference between each. Each is also, however, directly related and intimately linked to the base concept of the other, and all are crucial to your overall success - in high times as well as periods of economic distress.
PRICE COMPETITION
You have a unique style, a unique product, a unique personality, and a creative expression that is by and large recognizably different from, if not superior to, the works of your competition.
Therefore you charge more, expect more and receive more from your client base than the average and below independent professional video services provider. You can do this because you have taken the time to develop a unique style, a front-running, trend-setting approach that is original, unique, exceptional and readily identifiable.
Like testing dark colas - you are able to recognize the difference between Pepsi or Coke, and colas 1, 3, 5 or 7. It can be discerned. And you command a premium for your highly sought creations.
Price competition of the highest order.
PRICE COMPETITION
You have a quality product with good-to-great audio, solid shooting, excellent coverage and professional standards that cannot be impeached. Your pricing is fair for what you deliver...
...the "meat and potatoes" if you will, of documentary style, un-embellished production work - stable, consistent color, discernible audio quality and solid coverage.
And, you are "affordable" - reasonably priced in a range that the average client can afford with a little budget bending. You do not give it away, but at the same time you are not placed in a category by the seeking public consumer that makes you a cheat.
While affordable you are not cheap by definition. You do, however, study your immediate competition and attempt to establish quality, services and pricing that under most circumstances will edge the competition out = set you and your business apart.
PRICE COMPETITION
I only listed it twice, but there is a third and viable approach to competing by price. I know a person in the industry who refers to this category as "scum sucking bottom feeders" but that label is not necessarily accurate in the reality of things.
Some quite confidently have found an underserved market - the low/no budget client - and have honed their acquisitions and productions to a fine line, doing what is necessary and ONLY what is necessary to put out an acceptable product that is cheap, fast and good.
Along with any of the three pricing structures, early delivery will enhance the renewable business, encourage the referrals and enhance perceived value. The possible exception being, as many in the higher pricing bracket have noted, that people who pay more might actually expect, or be willing to wait longer for delivery. The concept being that of a good wine or cheese - it takes time to refine a high quality product.
In my personal opinion, many often use the above as an excuse for delaying work on a product that should and could have been finished much earlier; their way of denying a lackadaisical work ethic. True or no, the longer it takes to deliver any video product, the more opportunity for misunderstandings and hard feelings to get in the way of the results. This usually adds up to negative marketing value for you and your business.
PRODUCTION VALUE
Multiple cameras, multiple operators, multiple points-of-view (POVs), redundant audio backup and resources, consistent audio levels, color correction, white balancing, solid shooting techniques and great framing are all important ingredients of high production value.
A second tier to this is the creative content: unique angles, exceptionally intimate and poignant shots, high emotional quotient, special moves using any of a number of available camera stabilization systems at a broad range of prices and functionality.
A third tier is treatments, special effects, etc. and knowing when to use them, and when to let the visuals and audio stand on their own merits. This tier is most successful when used minimally and when the artist has practiced and studied the applications and learned how to use them to the best effect, or not.
Production value often is taken to mean an over-application of too many production elements that result in a work that is too far out there for all but the most open-minded client. Too many in our industry think with color, weird intros and exits, over-done blown-out shots, flares, and more the way early industry video producers used to fight camera shake - "strobe it!"
All too often, too many think they are fooling their clients and their contemporaries when they over-apply color, black-and-white, slow motion or other effects in an effort to cover up mistakes. They do this when back up footage, carefully acquired cutaways an B-roll footage, and solid editing capabilities would serve them better so far as creating a video representing high production value.
On the one hand the right production value will further set you apart from your competition while the wrong concept of what represents production value will also set you apart - but in a negative sense.
BRANDING
Set your values high. Generate visibility and linkage everywhere that identifies your product, your name, your chosen or elected image or logo. Use it in your packaging, on your stationery, your post cards and direct mail pieces, your web site.
Be consistent and persistent in presenting your brand. Continuity of use is important. This is why so many of your major brands are variations of their original visual elements - updated to keep with the the times, for sure, but retaining much of the identifiers that are so valuable to the brand now.
Rarely will a company that has maintained and sustained a long-term branding decide to can the image and start all over. The success level of this approach is low and rare. The shape of Coca-Cola's original bottle, the Pepsi symbol, AT&T's stylized globe, Nike's swish are only a few of the successful branding elements that are strongly defended by their trademark holders, and not subject to total change - the branding identity is simply too strong after so long.
So is yours, from your company name and visual identifiers, to the style and content and approach of your productions, to the packaging and labeling...
...all this identifies you, your business, your product and who you are. Think long and hard about how you want to do this and develop a linked and consistent look that covers everything you use to represent your business and product.
If you think and realize that you got is all wrong, change quick and change early, making a new marketing decision, look and name as well. I mean, there are times when you have to accept that you made a mistake, and can only hope that you haven't waited too many years and done too much work that change is going to do you more harm than good.
I wonder how soon Chevrolet made the decision to pull its Chevy Nova model from Portugal when it realized Nova in that country (pronounced no vah) means wont go?
Tie it all together, make it link visually, audibly and solidly in every facet of your business. Consistence and persistence in applying your brand will make a huge difference in setting you apart from the competition in the long haul.
DELIVERY
It has been said that you cannot have all three - good, fast and cheap. Yes, you can. Yes, your clients can. And should. If not good, fast and cheap, at least good, fast and affordable. Or, how about GREAT, FAST and AFFORDABLE! What a concept.
Early and on-time delivery will go a long way in gaining customer endorsement, referral and renewable business. It only takes one or two times coming in past deadline to change an otherwise satisfied client into one bad-mouthing you and seeking another source for your services and product.
Even if you deliver a "great" video product, if it is six months later than promised, a year later than expected, and following upon the back of the countless excuses and broken promises along the way, you're history my friend.
Even if you have an unbeatable price, the lowest in the lower hemisphere, a give-away price, extraordinarily cheap price...
...oh, and a "great" product, late delivery and the lies that often accompany it will negate any good will or potential for client satisfaction.
Set yourself apart from many of your competitors by simply delivering as promised, or earlier than promised/expected, and doing more than was expected. Go the extra distance to establish yourself and your business and product as not only a great combination, but one that is reasonably priced AND always delivered early or on time.
PACKAGING & PRESENTATION
These are components of branding and delivery, and also go hand-in-hand with pricing, perceived value and all the other things you do in an effort to set you, your business and products apart from the competition. Packaging and presentation, given a quality product delivered in a timely manner and provided for a fair and reasonable price, will further set you apart from the crowd.
Quality full-color, clean and creative, professional quality graphics on your inserts, DVD and CD surfaces, as well as the quality of the cases themselves, how you label and mail or hand-deliver - neat handwriting or clean and professional-looking mailing labels that carry forth your branding and company identifiers - all have to do with your image - what further sets you apart.
Don't give in to the thought among many in our industry that "less is more" when it comes to packaging and presentation. Too many are looking at ways to cut their costs and doing it "bassackward" by cheapening the looks of their final delivered product, or covering up with cheap materials.
Determine what it will cost you to deliver a professional quality package and product. If you have to job them out because you simply are not artistic or creative enough with print graphics, or do not own the equipment or possess the software knowledge to do it yourself - find out what it will cost you to outsource to a professional and factor that into your prices.
Do not cut corners with the presentation and quality of your final product if you want to successfully set yourself apart from much of the competition - people in the business who either do not know better, or couldn't care less, or are simply too lazy or cheap to make the effort.
By going this one step further in your overall business strategy and approach you will soon become recognized as a standout among your competition.
Now, the four "P's"
Personality, Price, Product and People (not in any particular order of importance) are, in my humble opinion, of absolute equal importance when it comes to having a positive influence on your potential or renewable client base.
Perhaps it actually IS impossible to win everybody's heart, or faith, or trust. But that doesn't mean you shouldn't try.
In spite of the economy one of the three things I enjoy most on a personal level is dining out. And I have my favorites. And, among those favorites I often feel I also am a favorite of the host, owner or server(s) there. I can tell early on if the establishment's representatives are simply parroting their training by rote, or do not really "feel" the smile or warmth they try (poorly) to convey.
Likewise, I can tell if they are really sincere, truly trying, and are committed to establishing a positive relationship with me as the patron, and presenting the establishment with which they are associated in a positive manner.
Treat me good and I will leave a decent tip, smile at you when I enter and leave, tell others about my pleasant experience, or participate with affirmative remarks to web or phone "quality" surveys, and return. Do all this AND make me believe it is genuine and I will tip large, smile wide, return often and with my friends.
The same with your business. Be informative, patient, honest and sincere. Fake it (if you have to) until you get it right and can come across as Mr. or Miss Sincerity of the Year. It isn't THAT difficult folks. And openness, honesty and sincerity will go a long way to establishing the relationships with potential clients that convert them into return, referral and renewable clients - year after year.
Again, you cannot win them all. People are unique, different and often as perplexing as they can be. Go into any given business atmosphere knowing that your personality, as hard as you try and as sincere as you come across, simply will not always win them over. People react and respond to a million triggers and it only takes a second to pull the wrong one. So, get over it! And realize people are diverse and someone out there isn't going to like you for a bounty of ill-founded reasons.
Be honest about your pricing. And firm. Be firm. Sure, you can flex a bit, but knowing the value of your work, your experience and the professional quality of your talents, equipment and software, don't always drop to the lower denominator. Allow some degree of "dealing" if you are so inclined. While being compassionate and understanding about their economic woes, also define your limits early on so false expectations do not take root too soon.
Don't hem and haw around about what you will, might or will not do for a given price. Shoot straight and your successes in negotiation will rise to the top. Honesty is always the best policy. Do not make promises you cannot or do not intend to keep. Your clients will call you on it every time. Do not let them assume something. If you are aware that they may be misleading themselves, take the responsibility to steer them, and yourself, clear of that pitfall.
Show what you do. Share your product(s) and deliver what you show. Again, be honest about what they are seeing. Control the presentation, but also allow them to see enough of your honest work and creative talents that they can be comfortable and confident that you are the honest, easy-to-get-along-with, professional you represent yourself to be.
Clients get around. They see a lot of stuff, be it web clips, sample DVDs, interviews with independents or exposure to large studio environments. You might get by with the occasional misrepresentation of others' work as your own. It is wise, if you MUST show something you did not personally create or produce, that you are up front about this, noting to your potential clients that while you did not produce this element specifically, you are using it to represent that you CAN provide similar or exact work of the same creative caliber and unique quality.
You will eventually get caught out in this age of a shrinking global community and the World Wide Web.
CONSISTENT MARKETING
Did I say "consistent marketing?" ALWAYS market yourself, your business and your services and products. Be relentless. Never stop talking about, showing or elaborating upon your concepts, availability, flexibility, creative drive, price, experience.
Use every possible available resource for getting the word out about what you do. Go for every eyeball you can get. Use the web, Twitter, Facebook and the host of other available social sites to full advantage. Inform, advise and advertise.
Market EVERY DAY! Don't kid yourself that calling a phone number and leaving a message, or hanging up after a busy signal is your effort for the day. KNOW that you must do something definitive, be active and engage potential clients in some manner on a daily basis or your market share will slant toward your competition.
Be consistent in your marketing efforts and you will receive consistent positive results. You will SEE the difference, and recognize it for what it is - successful marketing.
Remember: If you market, you will make it! © Earl Chessher
Friday, June 12, 2009
General Video Business Philosophy
The following was a recent forum discussion I posted that got a couple of interesting responses. I hope my response to one of the people, a video/film student, might stir up some thoughts, or some exchange of philosophy regarding our business.
This may be too open, personal or embarrassing to invite candid responses, but gotta ask it anyway. You who are in business as independent professional video service providers (some say "videographers") either full time, or putting in a LOT of hours part time, with the income thereof being important to your fiscal survival - are you making money, getting all the business you want or need, or making a profit?
Why? Do you think. Or, why not? Do you think.
How are you making money, getting business, making a profit?
What are you doing to change that if you are not?
Could be a lively, informative discussion. I know many of us tend to inflate things a bit, not wanting others to know how difficult our struggles are.
Me? I have feast AND famine, and not much rhyme or reason for when either hits. I market often, constantly, and vigorously via internet, direct mail, and occasional print advertising, as well as engage in guerrilla tactics. Each surge in my marketing efforts results in a surge in business. Each submersion into a state of non-marketing funk results in less business. On an annual basis, I am comfortable with my gross income levels, but I would rather be in the $100,000+ range than under it.
I have EVERY expectation of topping that marker this year, based on a variety of things I am pursuing, doing or that are in/on my 2009 marketing program planner/agenda.
What say you?
After the reply from a forum participant, college student and video business upstart, I shared the following:
I suspect that the number of people who gravitate toward video production from non-related educational and previous work experience backgrounds might be equal to the number who elect to pursue the business formally via education, working at an apprentice level, essentially being hired on as a "go for" or gopher and "learning" the hard way with menial tasks, responsibilities and as slave labor. The industry's sad way of taking advantage of some pretty good resources - if only more of them would treat excited, adventurous and willing newcomers, or graduates with a LOT of respect and a little better pay scale. You want cheap labor, go to a third world country and dodge bullets :-)
You have set off on the right path, as (another responder) notes in her reply, by starting to market yourself, by realizing that marketing and advertising ARE full time endeavors that will ONLY pay off if you utilize all the possible resources at your disposal. My mantra has for a long time been, "If you market, you will make it!" © Earl Chessher You only have to read a bit of the articles (on this blog) to realize how seriously I take diversity, marketing, branding, marketing, advertising, marketing...you get the picture.
Being a full time student, AND working at development of a business, maintaining a business plan and sustaining it, maintaining a marketing drive and sustaining it is certainly a full time + job. It is very similar, I suspect, to how those of us who came in through another entry, or even the back door - working a 40-hour or more per week primary job, while maintaining and sustaining a full-time-hours "part time" approach to establishing a successful video production business. The hardest thing for me to establish in my own mind is the term "successful."
I THINK I am successful, but I'm by no means where I want to be in terms of how MY mind views success. Like perfection, success (defined in a way MY mind can grasp it) seems more like a goal rather than a destination. I suppose my final degree of success will be judged upon me by family, friends, peers and competition sometimes mis-perceived as "the enemy." :-)
You are right about how easy it can become "...spending too much time making productions for a few people for free..." I used to think I was obligated, or felt obligated - that I "owed" people something, needed to "give back" to the community, etc. Hogwash! Yes, by all means do something altruistic, help humankind, give of yourself, but first and foremost do FOR yourself. Until you are in a position to help others (who REALLY need it) more, do what it takes to put you in a position to go that direction - think Bill Gates, whatever anybody wants to think of him, he's plowing money back into the world community with little or no hesitation. Also, however, think Donald Trump who made another saying popular besides "you're fired" when he noted that some business-focused action was "Nothing personal, just business."
I am only just grasping with some degree of consistency that I HAVE to depend on myself for the success of my business, for the continuance of my business, for paying my bills and fulfilling my obligations. I am only just grasping that I MUST be true to my needs, and my company's needs, first before even thinking about focusing on the needs of others - be it business, friends, even family. Yes, I continue to have problems balancing my emotions, feelings, business acumen, etc. and often make poor choices and decisions. But I am aware, and try to maintain a balance of some kind in the process of my daily endeavors.
Setting up your web site (I want to see it when you're up) and making yourself a legal business entity are important steps. Remember also that your web site will NEVER be finished - that goal vs destination thing again. You will forever be tweaking, maximizing, minimizing, mitigating, changing, improving, updating. Another burden to bear in the business of doing business. Your higher education will make some things clear, while muddying others. Only real life experience, going for it, jumping in (well, into say a cold lake as opposed to the mouth of a volcano - recognize the difference between being foolish and being brave) and taking a shot at it.
Storytime: Had a friend who was already running a successful business. He'd paid his dues and learned the trade as an employee for a major area industrial/home pest control expert. He supported his employer and was loyal, and one day began making arrangements with his "boss/friend" to purchase some of the action. Over time the boss retired and David bought it all. He paid it off and brought in a half-million a year or more killing pests.
But he also enjoyed video. We both became interested early on in public access and joined the area program. David also started taking courses at area colleges. He kept taking courses, volunteering at the local public access station, taking courses - saying he wanted to learn all he could before "jumping into" video production as a final destination or side business. We did a LOT of video together in those early days, but David worried that he didn't "know enough."
I began marketing, developed a fairly basic web site, printed cards, advertised, talked incessantly about my "video business," did stuff for free and occasionally started getting paid. I did charity work, and got a few big breaks through the University of California system - did good stuff and they kept coming back. Things began to grow, then die, then grow, then die...they still do. Feast and famine, but you can mitigate that frustration by sustaining a marketing endeavor ALWAYS. NEVER stop marketing.
David finally gave in, or up, and occasionally does a bit of stuff at the public access station. He wants to retire but a few things took a wrong turn, now he's had to re-enter the pest control business after unsuccessfully retiring, and HAS to work at something he now really dislikes. He still talks about doing video, and told me just recently: "I guess I should have focused more on gaining experience and 'just doing it' like you told me, Earl." David admitted he was a "bit intimidated" by tackling another profession or business after all his work in another, and used "educating" himself as an excuse for not taking the leap forward.
Your statement is an accurate one: "Working as a professional requires a constant 24-hours-a-day commitment which is key to success; the marketing, production, hiring of crews, financing takes time." You can be fiercely independent, running the show and only doing what you yourself can do, charging more as you gain experience and qualifications, jobbing yourself out to others who recognize, want and need, and are willing and able to pay your worth to make their projects the best they can be. You can elect to seek growth and become a major company, a major employer and a successful mega-millions business enterprise. Either way you can achieve success. Actually, I don't know if either one is any easier than the other - depends on what you personally want to achieve.
I adhere to a "work once, sell many" approach where I produce performance events with the potential for sales of dozens to hundreds of copies, and prefer to keep the work load within my abilities to do alone, or with my partner and the occasional assistant, even occasionally jobbing something out and handling the business and receivables/payables myself. I do, and have, taken on larger productions, and have gained invaluable experience, resources, new and renewable business and headaches from them.
I preach diversity in production for the independent professional video services provider on this blog site, and most anywhere I participate - forums like this one, and videomaker, and video university, and wedvidpro, etc. I twitter and facebook information or links to information. I do what I can to encourage others in the business community, and also to eventually build up a relationship with enough followers that I can finally share a "monetized" version of my advice, articles, experience and ideas.
Video production IMHO is an awesome and wonderful business that provides maximum reward for maximum effort, but also requires very little beyond a devotion to doing it right, treating people right, and demanding that others treat YOU right. Honesty and fair play can take you far, but you also have to be willing to put on the gloves and duke it out. You'll know, if you have any drive and gumption at all, when fairness will work, and when the gloves HAVE to be applied. Trust your instincts.
You asked how I got started...
Briefly: I have been a writer and keeper of family history and stories all my life. I have spent the major portion of my professional life as a writer, publisher, journalist and photo-journalist and pretty much anything related to these areas. The transition to video, for me, was a natural one.
I wanted to establish myself as a fiction novelist, and published/paid writer of magazine articles. The road is slower, long and difficult and everybody, it seemed to me, also wanted to be a writer. In these subsequent years the printed form is taking a hit of sorts, so maybe I picked a better path - video.
Video quickly became a source of instant gratification - a short time between effort, and receiving money for it. It allowed me to be creative and also requires of me professional discipline and focus on making productions for others so I can occasionally, and perhaps one day ONLY, do productions I want to do. That day is still out there, somewhere, waiting for me.
In other words I had the personal interest, creative, physical and mental drive and ambition. Rather than re-educating myself (with the exception of a couple of editing courses, public access and some software lessons on Photoshop, etc. at area colleges) I opted to "jump in" and just do it! I have NEVER regretted the decision to quit my day job and pursue business as an independent professional video services provider.
While many in this industry frustrate me, there are many others whom I LOVE and with whom I enjoy a professional and personal association. Like ANY community/family there are good and bad people, good and bad experiences, but overall the professional video communities of which I have become a part are as close to family as I can get without visiting my brothers and sisters, and my dad in Texas :-)
If you read this far, I am impressed. If not, you failed to get to the part where I said I was impressed.
Remember: If you market, you will make it! © Earl Chessher
This may be too open, personal or embarrassing to invite candid responses, but gotta ask it anyway. You who are in business as independent professional video service providers (some say "videographers") either full time, or putting in a LOT of hours part time, with the income thereof being important to your fiscal survival - are you making money, getting all the business you want or need, or making a profit?
Why? Do you think. Or, why not? Do you think.
How are you making money, getting business, making a profit?
What are you doing to change that if you are not?
Could be a lively, informative discussion. I know many of us tend to inflate things a bit, not wanting others to know how difficult our struggles are.
Me? I have feast AND famine, and not much rhyme or reason for when either hits. I market often, constantly, and vigorously via internet, direct mail, and occasional print advertising, as well as engage in guerrilla tactics. Each surge in my marketing efforts results in a surge in business. Each submersion into a state of non-marketing funk results in less business. On an annual basis, I am comfortable with my gross income levels, but I would rather be in the $100,000+ range than under it.
I have EVERY expectation of topping that marker this year, based on a variety of things I am pursuing, doing or that are in/on my 2009 marketing program planner/agenda.
What say you?
After the reply from a forum participant, college student and video business upstart, I shared the following:
I suspect that the number of people who gravitate toward video production from non-related educational and previous work experience backgrounds might be equal to the number who elect to pursue the business formally via education, working at an apprentice level, essentially being hired on as a "go for" or gopher and "learning" the hard way with menial tasks, responsibilities and as slave labor. The industry's sad way of taking advantage of some pretty good resources - if only more of them would treat excited, adventurous and willing newcomers, or graduates with a LOT of respect and a little better pay scale. You want cheap labor, go to a third world country and dodge bullets :-)
You have set off on the right path, as (another responder) notes in her reply, by starting to market yourself, by realizing that marketing and advertising ARE full time endeavors that will ONLY pay off if you utilize all the possible resources at your disposal. My mantra has for a long time been, "If you market, you will make it!" © Earl Chessher You only have to read a bit of the articles (on this blog) to realize how seriously I take diversity, marketing, branding, marketing, advertising, marketing...you get the picture.
Being a full time student, AND working at development of a business, maintaining a business plan and sustaining it, maintaining a marketing drive and sustaining it is certainly a full time + job. It is very similar, I suspect, to how those of us who came in through another entry, or even the back door - working a 40-hour or more per week primary job, while maintaining and sustaining a full-time-hours "part time" approach to establishing a successful video production business. The hardest thing for me to establish in my own mind is the term "successful."
I THINK I am successful, but I'm by no means where I want to be in terms of how MY mind views success. Like perfection, success (defined in a way MY mind can grasp it) seems more like a goal rather than a destination. I suppose my final degree of success will be judged upon me by family, friends, peers and competition sometimes mis-perceived as "the enemy." :-)
You are right about how easy it can become "...spending too much time making productions for a few people for free..." I used to think I was obligated, or felt obligated - that I "owed" people something, needed to "give back" to the community, etc. Hogwash! Yes, by all means do something altruistic, help humankind, give of yourself, but first and foremost do FOR yourself. Until you are in a position to help others (who REALLY need it) more, do what it takes to put you in a position to go that direction - think Bill Gates, whatever anybody wants to think of him, he's plowing money back into the world community with little or no hesitation. Also, however, think Donald Trump who made another saying popular besides "you're fired" when he noted that some business-focused action was "Nothing personal, just business."
I am only just grasping with some degree of consistency that I HAVE to depend on myself for the success of my business, for the continuance of my business, for paying my bills and fulfilling my obligations. I am only just grasping that I MUST be true to my needs, and my company's needs, first before even thinking about focusing on the needs of others - be it business, friends, even family. Yes, I continue to have problems balancing my emotions, feelings, business acumen, etc. and often make poor choices and decisions. But I am aware, and try to maintain a balance of some kind in the process of my daily endeavors.
Setting up your web site (I want to see it when you're up) and making yourself a legal business entity are important steps. Remember also that your web site will NEVER be finished - that goal vs destination thing again. You will forever be tweaking, maximizing, minimizing, mitigating, changing, improving, updating. Another burden to bear in the business of doing business. Your higher education will make some things clear, while muddying others. Only real life experience, going for it, jumping in (well, into say a cold lake as opposed to the mouth of a volcano - recognize the difference between being foolish and being brave) and taking a shot at it.
Storytime: Had a friend who was already running a successful business. He'd paid his dues and learned the trade as an employee for a major area industrial/home pest control expert. He supported his employer and was loyal, and one day began making arrangements with his "boss/friend" to purchase some of the action. Over time the boss retired and David bought it all. He paid it off and brought in a half-million a year or more killing pests.
But he also enjoyed video. We both became interested early on in public access and joined the area program. David also started taking courses at area colleges. He kept taking courses, volunteering at the local public access station, taking courses - saying he wanted to learn all he could before "jumping into" video production as a final destination or side business. We did a LOT of video together in those early days, but David worried that he didn't "know enough."
I began marketing, developed a fairly basic web site, printed cards, advertised, talked incessantly about my "video business," did stuff for free and occasionally started getting paid. I did charity work, and got a few big breaks through the University of California system - did good stuff and they kept coming back. Things began to grow, then die, then grow, then die...they still do. Feast and famine, but you can mitigate that frustration by sustaining a marketing endeavor ALWAYS. NEVER stop marketing.
David finally gave in, or up, and occasionally does a bit of stuff at the public access station. He wants to retire but a few things took a wrong turn, now he's had to re-enter the pest control business after unsuccessfully retiring, and HAS to work at something he now really dislikes. He still talks about doing video, and told me just recently: "I guess I should have focused more on gaining experience and 'just doing it' like you told me, Earl." David admitted he was a "bit intimidated" by tackling another profession or business after all his work in another, and used "educating" himself as an excuse for not taking the leap forward.
Your statement is an accurate one: "Working as a professional requires a constant 24-hours-a-day commitment which is key to success; the marketing, production, hiring of crews, financing takes time." You can be fiercely independent, running the show and only doing what you yourself can do, charging more as you gain experience and qualifications, jobbing yourself out to others who recognize, want and need, and are willing and able to pay your worth to make their projects the best they can be. You can elect to seek growth and become a major company, a major employer and a successful mega-millions business enterprise. Either way you can achieve success. Actually, I don't know if either one is any easier than the other - depends on what you personally want to achieve.
I adhere to a "work once, sell many" approach where I produce performance events with the potential for sales of dozens to hundreds of copies, and prefer to keep the work load within my abilities to do alone, or with my partner and the occasional assistant, even occasionally jobbing something out and handling the business and receivables/payables myself. I do, and have, taken on larger productions, and have gained invaluable experience, resources, new and renewable business and headaches from them.
I preach diversity in production for the independent professional video services provider on this blog site, and most anywhere I participate - forums like this one, and videomaker, and video university, and wedvidpro, etc. I twitter and facebook information or links to information. I do what I can to encourage others in the business community, and also to eventually build up a relationship with enough followers that I can finally share a "monetized" version of my advice, articles, experience and ideas.
Video production IMHO is an awesome and wonderful business that provides maximum reward for maximum effort, but also requires very little beyond a devotion to doing it right, treating people right, and demanding that others treat YOU right. Honesty and fair play can take you far, but you also have to be willing to put on the gloves and duke it out. You'll know, if you have any drive and gumption at all, when fairness will work, and when the gloves HAVE to be applied. Trust your instincts.
You asked how I got started...
Briefly: I have been a writer and keeper of family history and stories all my life. I have spent the major portion of my professional life as a writer, publisher, journalist and photo-journalist and pretty much anything related to these areas. The transition to video, for me, was a natural one.
I wanted to establish myself as a fiction novelist, and published/paid writer of magazine articles. The road is slower, long and difficult and everybody, it seemed to me, also wanted to be a writer. In these subsequent years the printed form is taking a hit of sorts, so maybe I picked a better path - video.
Video quickly became a source of instant gratification - a short time between effort, and receiving money for it. It allowed me to be creative and also requires of me professional discipline and focus on making productions for others so I can occasionally, and perhaps one day ONLY, do productions I want to do. That day is still out there, somewhere, waiting for me.
In other words I had the personal interest, creative, physical and mental drive and ambition. Rather than re-educating myself (with the exception of a couple of editing courses, public access and some software lessons on Photoshop, etc. at area colleges) I opted to "jump in" and just do it! I have NEVER regretted the decision to quit my day job and pursue business as an independent professional video services provider.
While many in this industry frustrate me, there are many others whom I LOVE and with whom I enjoy a professional and personal association. Like ANY community/family there are good and bad people, good and bad experiences, but overall the professional video communities of which I have become a part are as close to family as I can get without visiting my brothers and sisters, and my dad in Texas :-)
If you read this far, I am impressed. If not, you failed to get to the part where I said I was impressed.
Remember: If you market, you will make it! © Earl Chessher
Sunday, May 24, 2009
Video on the Web
YouTube, MSN Video, YahooVideo, Google Video, AOL Video and Flickr, are just the tip of the iceberg when it comes to options for displaying your productions on the web. In addition to simply “showing” your videos there are resources to help you create, format, upload, display, organize, distribute, advertise...
...even monetize and edit - all on the web, some from your web site others hosted, some free, others for a donation or for pay, all the time. The premium runs from free & cheap to affordable & expensive. Many, many of these options are so simple even I can do it - and that, dear readers, is saying a lot.
As you know from reading my previous post I am in the process of gathering up sample clips, organizing them to reflect the wide diversification of my available services, improving their presentation, content and quality - and attempting to update all this content in an easy-to-find, easy-to-view approach. I'm not “there” yet, but I AM working on it. Part of that process has been researching the many “options" and that, in turn, has led to this article offering links to a huge variety of web video sharing resources.
Here’s what I have discovered in no particular order or preference: Many of you have heard of some of these, while others may not realize there’s much beyond YouTube. At any rate, I'll post what I have and you can take it from there. Comments welcome.
While YouTube is arguably the Big Daddy of video hosting sites, places like BlipTV, Vimeo, Atom Uploads, and Revver have offered viable alternatives. Preferable, actually, for many. Revver also offers its users the opportunity to “monetize” their videos, as does Google Video.
So does Youreeeka, a company now advertising a “patent-pending technology (that) enables you to maximize revenues distributing digital content online directly to your viewers.” With that in mind, you also do not have to invest a lot of money into services like this, as Michael Wright, of Windy Hills Video, North California, discovered recently. No, don’t ask, just check out FaceBook, Twitter and a few other PVN sites such as WedVidPro - the guru of new appliance discoveries has posted it just about everywhere.
First Western Digital’s HDTV player system, now this new gadget - what are you going to discover next, Michael? Guys like Michael Wright, and Jay Michael, are two of many who stay on top of new technology, and share their knowledge and discoveries regarding all things video. By the way, Jay says ning.com is cool, and I have to agree.
Added note: Another reader, Shane, noted that I left out Film Rookie. After his comment mentioning FR I visited and liked what I saw - to the extent that I immediately joined and uploaded a test clip. After HOURS of uploading, and being told the upload was successful, NADA. No clip to be found anywhere! I also attempted twice to contact FR via its "report" form and both times it failed to authorize clearance using the code I carefully entered. Like I said elsewhere, I'll try again when I have some more time to waste.
Speaking of Twitter, the micro-blogging site that is gaining eyeballs by the tankers full. The site can help after you’ve posted your clips elsewhere. Look at adjix.com where the site says short links and tiny ads can generate a “big payoff.” This thing inserts into individual updates and you can get paid based on impressions and clicks. Also, if you don’t know already, check out Cligs, ShortURL.com or BudURL.com - all sites that help you cut down on those lengthy URLs for Twitter posts. They also include reports you can use in assessing your content’s effectiveness.
In addition to FB & Twitter, there are other social sharing sites that might help you in some way. Again, a lot of you know about them, but if you don’t, take a look at Digg.com and Mixx.com - expand your horizons, readers!
Getting back to web video options, marketing, posting, advertising and distributing. Once you have joined such sites as GoogleVideo, Revver, BlipTV, YouTube and others, you have got to check out Tube Mogul where you can upload to all these sites in one shot. Tube Mogul also has tools that help you track which sites are getting more eyeballs.
I read in another place where YouTube is soon to introduce live streaming. Visit this link to see what that’s all about. But the perennial web video hosting site is a bit late to the game when you consider iTunes possibilities, as well as U Stream, and a host of others. For those who have produced commercial/creative or art video productions, and are looking for ways to advertise, distribute and sell using the social sharing networks like FaceBook and Twitter, along with Film Specific, Brave New Theaters, even Amazon or Film Baby, the last two offering order fulfillment, can possibly discover a way to recoup costs, break even or even make money selling their productions.
While many of the above, and those I will soon mention in this article, range from little or no costs, to fairly expensive, I at least want you to know the range of options at your disposal. I will be experimenting with these and others I find along the way, en route to my own web site video sharing goals, including the use of Michael’s recent appliance “discovery.”
Here are a bunch more options, choices, and brief comments regarding some of them, and other places you can go to see what’s out there in terms of making and sharing your video clips. Sites that could make possible marketing, distribution and monetizing efforts that work the way you want them to.
Fliqz web site claims it helps you to “harness the power of video” tracking each viewing and providing reports with useful information. Amazon’s Create Space assists you in uploading your creative content and getting it listed as a regular title. This can make your production (not just video) available to millions who stay connected with the powerhouse company.
In addition to standard definition content, places like YouTube, Vimeo and even FaceBook now provide for high definition. Others as well. But keep in mind that YouTube currently has a 10-minute limit on clip length. You have options elsewhere to pay more, or less, or nothing. Each has its own rules regarding what you can or cannot show. Many of them hold the line at porno (nobody here doing any of that, right?), guard vigorously against copyright infringement, or react if somebody reports an infringement to them. Others are mildly non-reactive, even lethargic.
For content enhancement check out Yanobox Motype for text animation, Red Giant Software’s Trapcode Suite or even Digital Juice.
More streaming services are available at Telestream’s WireCast. There’s also Justin TV. You should at least visit Stream Hoster. There’s also Clip Stream, but it is currently only for Windows. I don’t know about Reel Time but it might offer something of interest. Mogulus is worth a look-see - also known as Live Stream or Live Stream Pro.
Don’t shut down your computer without also looking at imeem, jibjab (remember them?), Pandora TV, VidiLife (not really ALL that good, but) Zippy Video, Zoopy and Eye Spot also is pixelfish. Grouper is now Crackle, but still in business, as is OurMedia.org, and there’s V Social, but it currently can only create 320x240 video rolls.
There’s Bright Cove, Tangle.com, Gubb.TV, DropShots and Big Contact. The Clip Shack, Daily Motion, Myubo (a wireless 2.5G/3G upload site).
You’ve got FlickLife, but I’ve got to warn you it is full of totally raunchy stuff that might detract from your wholesome production clips’ contents. Live Video also sports some raunchy content.
There’s flukiest, and GoFish (now for 13 and under) is now pitching betawave.com as an alternative. Kewego is there, if you understand German. You do have an English option, however. Look at Self Cast TV, Tuberoo and Shout Wire, Viddler, Video Egg and UVouch.
Motion Box and Dabble were/are in development stages and may, or not yet, be publicly available. You should look at Cast Post, Bolt, DiviCast and Blinkx. If you haven’t yet gone loopy with all these sites, try Glide Digital, Loomie, Mefeedia, Pop Cast, Photo Bucket, Break, Buzz Net and Gawkk.
Alas, Jump Cut, offering an easy large window experience will soon be no mas, discontinuing service as of June 15, 2009.
Let’s see...
...I’m going to check out Veeple.com and Vzaar.com for myself, so you might want to look there as well. Check out BoinxTV’s software solutions.
I will leave you with these, hoping that in your spare time :-) you will find the desire to check out a few, or all, maybe even comment upon them here or elsewhere. Until then, I am busy working on the options for my own web site(s) clip updates and revisions using some of what I have discovered among the possibilities.
Remember: If You Market, You Will Make It! © Earl Chessher
...even monetize and edit - all on the web, some from your web site others hosted, some free, others for a donation or for pay, all the time. The premium runs from free & cheap to affordable & expensive. Many, many of these options are so simple even I can do it - and that, dear readers, is saying a lot.
As you know from reading my previous post I am in the process of gathering up sample clips, organizing them to reflect the wide diversification of my available services, improving their presentation, content and quality - and attempting to update all this content in an easy-to-find, easy-to-view approach. I'm not “there” yet, but I AM working on it. Part of that process has been researching the many “options" and that, in turn, has led to this article offering links to a huge variety of web video sharing resources.
Here’s what I have discovered in no particular order or preference: Many of you have heard of some of these, while others may not realize there’s much beyond YouTube. At any rate, I'll post what I have and you can take it from there. Comments welcome.
While YouTube is arguably the Big Daddy of video hosting sites, places like BlipTV, Vimeo, Atom Uploads, and Revver have offered viable alternatives. Preferable, actually, for many. Revver also offers its users the opportunity to “monetize” their videos, as does Google Video.
So does Youreeeka, a company now advertising a “patent-pending technology (that) enables you to maximize revenues distributing digital content online directly to your viewers.” With that in mind, you also do not have to invest a lot of money into services like this, as Michael Wright, of Windy Hills Video, North California, discovered recently. No, don’t ask, just check out FaceBook, Twitter and a few other PVN sites such as WedVidPro - the guru of new appliance discoveries has posted it just about everywhere.
First Western Digital’s HDTV player system, now this new gadget - what are you going to discover next, Michael? Guys like Michael Wright, and Jay Michael, are two of many who stay on top of new technology, and share their knowledge and discoveries regarding all things video. By the way, Jay says ning.com is cool, and I have to agree.
Added note: Another reader, Shane, noted that I left out Film Rookie. After his comment mentioning FR I visited and liked what I saw - to the extent that I immediately joined and uploaded a test clip. After HOURS of uploading, and being told the upload was successful, NADA. No clip to be found anywhere! I also attempted twice to contact FR via its "report" form and both times it failed to authorize clearance using the code I carefully entered. Like I said elsewhere, I'll try again when I have some more time to waste.
Speaking of Twitter, the micro-blogging site that is gaining eyeballs by the tankers full. The site can help after you’ve posted your clips elsewhere. Look at adjix.com where the site says short links and tiny ads can generate a “big payoff.” This thing inserts into individual updates and you can get paid based on impressions and clicks. Also, if you don’t know already, check out Cligs, ShortURL.com or BudURL.com - all sites that help you cut down on those lengthy URLs for Twitter posts. They also include reports you can use in assessing your content’s effectiveness.
In addition to FB & Twitter, there are other social sharing sites that might help you in some way. Again, a lot of you know about them, but if you don’t, take a look at Digg.com and Mixx.com - expand your horizons, readers!
Getting back to web video options, marketing, posting, advertising and distributing. Once you have joined such sites as GoogleVideo, Revver, BlipTV, YouTube and others, you have got to check out Tube Mogul where you can upload to all these sites in one shot. Tube Mogul also has tools that help you track which sites are getting more eyeballs.
I read in another place where YouTube is soon to introduce live streaming. Visit this link to see what that’s all about. But the perennial web video hosting site is a bit late to the game when you consider iTunes possibilities, as well as U Stream, and a host of others. For those who have produced commercial/creative or art video productions, and are looking for ways to advertise, distribute and sell using the social sharing networks like FaceBook and Twitter, along with Film Specific, Brave New Theaters, even Amazon or Film Baby, the last two offering order fulfillment, can possibly discover a way to recoup costs, break even or even make money selling their productions.
While many of the above, and those I will soon mention in this article, range from little or no costs, to fairly expensive, I at least want you to know the range of options at your disposal. I will be experimenting with these and others I find along the way, en route to my own web site video sharing goals, including the use of Michael’s recent appliance “discovery.”
Here are a bunch more options, choices, and brief comments regarding some of them, and other places you can go to see what’s out there in terms of making and sharing your video clips. Sites that could make possible marketing, distribution and monetizing efforts that work the way you want them to.
Fliqz web site claims it helps you to “harness the power of video” tracking each viewing and providing reports with useful information. Amazon’s Create Space assists you in uploading your creative content and getting it listed as a regular title. This can make your production (not just video) available to millions who stay connected with the powerhouse company.
In addition to standard definition content, places like YouTube, Vimeo and even FaceBook now provide for high definition. Others as well. But keep in mind that YouTube currently has a 10-minute limit on clip length. You have options elsewhere to pay more, or less, or nothing. Each has its own rules regarding what you can or cannot show. Many of them hold the line at porno (nobody here doing any of that, right?), guard vigorously against copyright infringement, or react if somebody reports an infringement to them. Others are mildly non-reactive, even lethargic.
For content enhancement check out Yanobox Motype for text animation, Red Giant Software’s Trapcode Suite or even Digital Juice.
More streaming services are available at Telestream’s WireCast. There’s also Justin TV. You should at least visit Stream Hoster. There’s also Clip Stream, but it is currently only for Windows. I don’t know about Reel Time but it might offer something of interest. Mogulus is worth a look-see - also known as Live Stream or Live Stream Pro.
Don’t shut down your computer without also looking at imeem, jibjab (remember them?), Pandora TV, VidiLife (not really ALL that good, but) Zippy Video, Zoopy and Eye Spot also is pixelfish. Grouper is now Crackle, but still in business, as is OurMedia.org, and there’s V Social, but it currently can only create 320x240 video rolls.
There’s Bright Cove, Tangle.com, Gubb.TV, DropShots and Big Contact. The Clip Shack, Daily Motion, Myubo (a wireless 2.5G/3G upload site).
You’ve got FlickLife, but I’ve got to warn you it is full of totally raunchy stuff that might detract from your wholesome production clips’ contents. Live Video also sports some raunchy content.
There’s flukiest, and GoFish (now for 13 and under) is now pitching betawave.com as an alternative. Kewego is there, if you understand German. You do have an English option, however. Look at Self Cast TV, Tuberoo and Shout Wire, Viddler, Video Egg and UVouch.
Motion Box and Dabble were/are in development stages and may, or not yet, be publicly available. You should look at Cast Post, Bolt, DiviCast and Blinkx. If you haven’t yet gone loopy with all these sites, try Glide Digital, Loomie, Mefeedia, Pop Cast, Photo Bucket, Break, Buzz Net and Gawkk.
Alas, Jump Cut, offering an easy large window experience will soon be no mas, discontinuing service as of June 15, 2009.
Let’s see...
...I’m going to check out Veeple.com and Vzaar.com for myself, so you might want to look there as well. Check out BoinxTV’s software solutions.
I will leave you with these, hoping that in your spare time :-) you will find the desire to check out a few, or all, maybe even comment upon them here or elsewhere. Until then, I am busy working on the options for my own web site(s) clip updates and revisions using some of what I have discovered among the possibilities.
Remember: If You Market, You Will Make It! © Earl Chessher
Friday, May 15, 2009
Marketing: Full-Time Commitment
I have been remiss in upholding the number one commandment regarding marketing, branding and effective sales generation - maintaining a full-time commitment to marketing.
While I am torn between many fronts, all demanding my time, I spend too much in some places, not enough in others and avoid the obvious when it comes to what needs the most work, attention, time and effort.
And my business web sites? Don’t even go there. Well, not literally don’t go there, but if I visited them one-tenth as often as others, and spent a twentieth of the time I spend researching, talking, blogging, forum browsing, personally e-mailing, talking on the phone with my video business friends across the country, designing a new production demo DVD, sending out contracts, shooting, editing and producing video product...
...well, you know where I am headed with this. I have realized for quite some time that I am not maintaining a core element of my overall marketing approach - my web sites.
I am not cleaning up broken links, upgrading outdated clips, revising basic information, improving and enhancing aesthetics or developing smoother navigation aspects. If my current range of web sites is as confusing to my visitors as it has become to me, I am in deep...
...fill in the blank.
While I do not adhere to the philosophy of so many others where entertainment, cutesy graphics, page after page of smoothly introduced non-information, overwhelming rhetoric and teasers or philosophical poetic passages seems the focus, I do admit that I am not maintaining my site with dedication, much less vigor.
This is all soon to change, folks. In a few more weeks, between a relatively light first quarter 2009, a medium-heavy second quarter in progress, and an anticipated ALWAYS HEAVY third quarter summer production schedule headed up by graduation events, followed by summer youth sports, dance recital, martial arts events and more, I intend to upgrade my clips, make navigation of my various business web sites more user friendly, update my pricing and available services information, make everything tighter, more eye-pleasing and easy on the brain.
This, of course, must be done in conjunction with, and continuance of, all my other ongoing marketing efforts. The blog must roll. The Twitter and Facebook posts must continue. The direct mail campaigns must remain uppermost on my list. The new promo DVD (DVDs actually) must get done and get out. The phone calls to and from must continue, the e-mails answered and comments/questions sent or answered, and the contracts signed.
All this and more sums up a significant and successful marketing strategy. No one of the above, or any of the other possibilities I failed to mention, will keep you rolling along, keep the cash flow flowing in and of itself. You need it all. You need to find the time and dedication to do it all. And, most importantly, if you never spend a moment fretting over what it takes to get your search engine rankings above page 10, you absolutely must find and schedule the time to update, change, adjust, improve or simply remain familiar with your web site(s). Weekly, if possible.
If You Market, You Will Make It! © 2009 Earl Chessher
While I am torn between many fronts, all demanding my time, I spend too much in some places, not enough in others and avoid the obvious when it comes to what needs the most work, attention, time and effort.
And my business web sites? Don’t even go there. Well, not literally don’t go there, but if I visited them one-tenth as often as others, and spent a twentieth of the time I spend researching, talking, blogging, forum browsing, personally e-mailing, talking on the phone with my video business friends across the country, designing a new production demo DVD, sending out contracts, shooting, editing and producing video product...
...well, you know where I am headed with this. I have realized for quite some time that I am not maintaining a core element of my overall marketing approach - my web sites.
I am not cleaning up broken links, upgrading outdated clips, revising basic information, improving and enhancing aesthetics or developing smoother navigation aspects. If my current range of web sites is as confusing to my visitors as it has become to me, I am in deep...
...fill in the blank.
While I do not adhere to the philosophy of so many others where entertainment, cutesy graphics, page after page of smoothly introduced non-information, overwhelming rhetoric and teasers or philosophical poetic passages seems the focus, I do admit that I am not maintaining my site with dedication, much less vigor.
This is all soon to change, folks. In a few more weeks, between a relatively light first quarter 2009, a medium-heavy second quarter in progress, and an anticipated ALWAYS HEAVY third quarter summer production schedule headed up by graduation events, followed by summer youth sports, dance recital, martial arts events and more, I intend to upgrade my clips, make navigation of my various business web sites more user friendly, update my pricing and available services information, make everything tighter, more eye-pleasing and easy on the brain.
This, of course, must be done in conjunction with, and continuance of, all my other ongoing marketing efforts. The blog must roll. The Twitter and Facebook posts must continue. The direct mail campaigns must remain uppermost on my list. The new promo DVD (DVDs actually) must get done and get out. The phone calls to and from must continue, the e-mails answered and comments/questions sent or answered, and the contracts signed.
All this and more sums up a significant and successful marketing strategy. No one of the above, or any of the other possibilities I failed to mention, will keep you rolling along, keep the cash flow flowing in and of itself. You need it all. You need to find the time and dedication to do it all. And, most importantly, if you never spend a moment fretting over what it takes to get your search engine rankings above page 10, you absolutely must find and schedule the time to update, change, adjust, improve or simply remain familiar with your web site(s). Weekly, if possible.
If You Market, You Will Make It! © 2009 Earl Chessher
Friday, May 08, 2009
Not Every Company Knows Video
Take a look on YouTube. Do a search for just about any combination of business description you can think of and you will likely discover a bounty of examples to study. If you are an independent professional video services provider, and interested in trying something other than weddings for a change, a little research on the business uploads at YouTube, and other video sites as well, will encourage you to offer your services. Why? Because not every company knows video, or has employees who produce video as well as you.
The sound is often "boomy" or full of hollow, tinny output that makes listening to these messages a pain. Very few put much effort into sound isolation or control, opting for on-camera microphones in a room full of audio bouncing surfaces - no dampening. No close, direct, wireless or quality miking.
Lighting is all over the place. Colorization is all over the place. Visuals range from washed out to bloomed out, to darker than the backside of a lens cap.
Few get beyond the concept of center shots for that deer-in-the-headlights effect, paying little, if any, attention to the rule of thirds. Virtually none vary their shots, opting for one position.
The presenters often read, or do some seriously amateur extemporaneous speaking, with cutesy jokes, casting of the eyes and false-sounding inadequate attempts at sincerity.
It is difficult enough to take using sites like YouTube seriously as a vehicle for serious professional business promotion, what with all the amateur wannabe entertainers doing their thing. The baby, pet or odd creature flicks. Gads.
The irony is that YouTube, provided you know what to do to drive traffic to your videos there, provided you have a reasonable professional quality presentation with quality information that proves of interest to the market and demographic you want to reach, can be highly effective.
This is where hiring an independent professional video services provider to do the work comes in. This is where you come in. You know how to mic for quality audio. You know how to light to create a nice set. You know about trying to maintain a static background, minimize movement, use a tripod. And, you know how to create product that professional business clients can appreciate and will pay for.
If you are a dedicated video production professional, and you want to expand your business base, and you are not pursuing video services offering clean, quality audio and visual content to this market at a reasonable price - dear reader you are missing one heck of an opportunity to establish yourself as the "go to" video producer in your service area for a vastly under-served market.
Why? Because the "big guys" in video production are targeting the "big companies" while the people keeping America above water in these economic times - the small business owners - are in desperate need of your services at prices they can afford, so they can invest in areas of marketing they otherwise cannot reach. Or, they are so desperate to get into the YouTube arena they settle for poor video production and presentation that makes them come off anything BUT professional in their chosen field.
Coming soon - a complete business guide to marketing, producing and making a profit selling your services to small businesses. That and more, my friends. That and more.
If You Market, You Will Make It! © Earl Chessher
The sound is often "boomy" or full of hollow, tinny output that makes listening to these messages a pain. Very few put much effort into sound isolation or control, opting for on-camera microphones in a room full of audio bouncing surfaces - no dampening. No close, direct, wireless or quality miking.
Lighting is all over the place. Colorization is all over the place. Visuals range from washed out to bloomed out, to darker than the backside of a lens cap.
Few get beyond the concept of center shots for that deer-in-the-headlights effect, paying little, if any, attention to the rule of thirds. Virtually none vary their shots, opting for one position.
The presenters often read, or do some seriously amateur extemporaneous speaking, with cutesy jokes, casting of the eyes and false-sounding inadequate attempts at sincerity.
It is difficult enough to take using sites like YouTube seriously as a vehicle for serious professional business promotion, what with all the amateur wannabe entertainers doing their thing. The baby, pet or odd creature flicks. Gads.
The irony is that YouTube, provided you know what to do to drive traffic to your videos there, provided you have a reasonable professional quality presentation with quality information that proves of interest to the market and demographic you want to reach, can be highly effective.
This is where hiring an independent professional video services provider to do the work comes in. This is where you come in. You know how to mic for quality audio. You know how to light to create a nice set. You know about trying to maintain a static background, minimize movement, use a tripod. And, you know how to create product that professional business clients can appreciate and will pay for.
If you are a dedicated video production professional, and you want to expand your business base, and you are not pursuing video services offering clean, quality audio and visual content to this market at a reasonable price - dear reader you are missing one heck of an opportunity to establish yourself as the "go to" video producer in your service area for a vastly under-served market.
Why? Because the "big guys" in video production are targeting the "big companies" while the people keeping America above water in these economic times - the small business owners - are in desperate need of your services at prices they can afford, so they can invest in areas of marketing they otherwise cannot reach. Or, they are so desperate to get into the YouTube arena they settle for poor video production and presentation that makes them come off anything BUT professional in their chosen field.
Coming soon - a complete business guide to marketing, producing and making a profit selling your services to small businesses. That and more, my friends. That and more.
If You Market, You Will Make It! © Earl Chessher
Friday, May 01, 2009
Montage Work Can Be Profitable
Somebody who likes doing photo montages and wants to develop this enjoyment into a business asked a few questions recently. Primarily, he wants to create "good" montages. He wants "advice" for creating them. And, he wants to create productions that cannot be reproduced. My response follows:
First of all with today's technology and the boatload of computer wizards "out there" it is highly unlikely that you can afford the really good copy protection services for the level of distribution montage work is going to generate. Notwithstanding the fact that even the really good copy protection stuff can be broken. Anything less, even the current level of DVD duplicators that offer some type of copy protection scheme, can easily be broken by even amateur hacks. So, get what value you can for your montage creations and don't sweat the copy protection - not worth the time, money or mental stress.
I produce an average of 300 or more montages a year. They are reasonably priced, and at a level where I usually get orders for up to 10 or 20 copies, depending on the event. In my case, mostly memorial montages for favored family pets as well as humans.
There are, IMHO, two ways to generate montages. Well, maybe three.
If you are pursuing this work as a creative labor of love, to enjoy and experience as an outlet for your inner artist, the "story teller" in you, to heck with the time it takes, and profit is of no interest or consequence, then by all means tell a story, use specific select transitions and none of "those crazy transitions" and put in hour-upon-hour of amazing editing skills and creative talent for something a few will appreciate, none would be willing to pay the actual costs of, and that will become obsolete as soon as the next upload to YouTube.
If you are seeking to establish branding for your productions, using special creative designs, massive Ken Burns style movements, ebb and flow story telling techniques that BUILD your production beyond standard production levels, even utilizing 3D elements with heavy Photoshop influence. If you eventually hope for this branding to establish you as the "go to" montage artist for high end, high dollar creations, and want nothing to do with the day-to-day needs of millions of people out there...
...well, that is certainly a commendable direction to take, and there are some who have successfully pursued that level, although the few of whom I am aware are still trying to figure out how to get paid for the time and effort required to create these productions. I personally am aware of ONE creative and highly skilled producer who puts up to 3 months of intensive labor - his and people he hires - to create outstanding song/topic based 3D visually magnificent montage productions and says he cannot hope to recoup the thousands of dollars invested in time, software (mostly the time) and people power to achieve this level of production quality. Almost the same as the paragraph above, huh?
If, as I have, you want to pursue this as a valid and viable money-making (dare I say profit generating?) business, a specialty if you will, then you need to find the blend of time invested, software needed, and production quality desired to get your production expenses to a level where you can establish prices that are affordable for the millions of people who might be willing to go to you for their montage work. There are a bunch of options out there, including the two web sites I mentioned in my previous response, for generating GREAT looking, entertaining and quality montage productions without having to invest into the rather esoteric, lofty approach as mentioned by numerous others (no offense intended those who differ). There is nothing inherently wrong with taking the high road, but there are certainly many starving artists over the years who discovered that the high road doesn't put beans on the table, a car in the garage, or a chicken in every pot.
My success with montage creation, marketing and sales is largely due to a VERY low (I would call it reasonable) price, with affordable copies, and packaged with high quality complimentary graphics for the DVD surface AND the full-color library case inserts.
I have honed my production time to a level where I can generate up to four of them in an 8-hour day, running anywhere from 8 minutes to 15 minutes (sometimes even longer for special personal productions for a family - converting a family heirloom album of old and antique images from family roots in Germany, England, etc.) The family heirloom, "storied" productions however, DO require much more work, bring in much more money, and call for things from special musical segments for certain groupings, to a LOT of Photoshop image touch up, enhancement or even repairs. That is a whole different creation than the day-to-day montages that keep my cash flow at a comfortable level. Back to the basic 4, perhaps as many as six, in an 8-hour day.
These are simple and straightforward, using photos that for the most part FILL the screen (it is the picture they want to see, enjoy and remember NOT the moving backgrounds, postage-stamp-sized images or flash past images that hardly stay on long enough to register in the mind of the viewer). I average up to 50 images per song. I average three songs per production. I offer an opening, and closing (same title) title. And I use virtually EVERY transition in the book, some I have created on my own and many others that are not as "crazy" to the client, as they might seem to be to the artistic video production purist.
SIDE NOTE: What I find curious and interesting, also sometimes a bit entertaining, is the parroting of some basic rules of video production and creation that students or others have heard in a stilted classroom far removed from production and business/marketing reality, or read in tomes written by long-ago semi-famous producers, etc. who expound on the need for little if any transitions, the use entirely of cuts, dissolves and the occasional white flash, and the "enhancement" of production value by adding those moving backgrounds, diminishing the size of the image of interest, etc. For one thing, sir, it is a MONTAGE, not a movie with dialog, action, movement of actors, and such (not often that is at the consumer level - Ken Burns and others notwithstanding). The purists are FLAT WRONG, sorry to say, when they expound against using a BUNCH of diverse, interesting, even sometimes TACKY transitions in basic consumer montage production work for hire.
OK, back to the lesson based on many years of experience specializing in what I call, but my associate HATES to hear, "down and dirty" montage production for profit.
1.) The average photo-montage clients are primarily interested in seeing their photos, nothing more, nothing less, and will complain often and loudly if you reduce the image in favor of the background, or take away from their perusal of the photo in favor of the many moving elements that actually distract the eye from its desired focus.
2.) The average PM clients are NOT willing to pay the equivalency of an arm and leg for massive retouch, image enhancement, color correction or image repair. They have had many of these photos for many years and drag them out of the box or album occasionally to view- so much so that even the wrinkles, fades, tears, water damage and more have added to the personality, if you will, of the images, further enhancing each photo's particular "story." Rare is the client who is both willing to pay for such service, and has expectations of seeing a pristine, perfect rendition of their photo as opposed to the actual photo they included in their project.
3.) The average PM clients LIKE, if not LOVE, a multitude of transitions. Granted there are some that are way too wild and wacky, especially if used repeatedly, but for the most part, use of as many as 40 differing transitions is totally acceptable. I use a blend of perhaps 25 percent dissolves, 10 percent cuts, 5 percent page-turns, with the rest being unique and specific either to the rhythm of the music, or a comedic photo with high humor value, etc. I use slower, smoother transitions for slower, easier music, and quicker, faster, abrupt even transitions for music with a steady or occasional fast pace or beat. Follow the rhythm with your transitions and virtually any and all of them will work, be appropriate, and LOVED by the client.
4.) Paying attention to the pacing and rhythm, keeping the photos the dominant image, using some hand-adjusted Ken Burns style movements where it fits, or for bringing in, up or onto screen larger images that have to pretty much be moved up, down or side-to-side to view it all at a size worth viewing, and smoothly going into or out of each song selection are the primary "secrets" to successful and a high perceived production quality of montage videos.
5.) Remember the packaging. Complimentary or customized art for the DVD surface AND the DVD case insert are important. Very important if you want to develop a solid duplication business without people simply copying their own (and they can, and do, and will - all of them...unless). Unless you give them a quality of product AND a professional quality of packaging they can easily or readily duplicate. My clients will often make copies of their own, but I have significantly increased my sales of copies, and reduced the number of pirated duplications simply by offering them a completed production they cannot replicate easily. I will often get orders for as many as 20 copies of memorial montages, milestone birthday montages, milestone anniversary montages, first born, etc. - at $25 per copy, for a job that might have taken me three hours tops to produce beginning to end, is lucrative.
If you figure out a way to quickly and easily develop basic montage productions, get the word out, make them affordable because you didn't HAVE to invest a huge amount of time and effort into their creation, and don't give in to thinking you HAVE to make every image look perfect (unless, of course you are being compensated for this), and develop a reputation for being what the marketing community says is impossible - able to do this fast, affordable and good (even GREAT), you would likely have ALL the business you could handle for the rest of your business life. It is said that a consumer can only have two of the three - fast, affordable and good, but you are in a position to deliver on all three, believe me.
One last comment, I promise! There are arguments that with the wide availability of do-it-yourself software, usually included free or somewhat, over the internet or with the computer they purchase, montage work is not desired, not profitable and consumers will not pay for something they can do themselves. Well, yes, and no. Many do not have the skills you do, or will develop over time. Many do not have the time, or desire to learn the program, simple as some of them are. Many will become frustrated somewhere along the way, and are so technologically challenged that they cannot figure out how to get their creations onto a DVD that will play properly on their players. Many cannot get past a silver recordable DVD with black marker title on its surface in a cheap, scratched up, clear plastic CD case.
There's a difference (or should be) in what you do and deliver, even if it is "down and dirty" and what the average consumer is capable of doing. Go for it!
Remember: If You Market, You Will Make It! © Earl Chessher
First of all with today's technology and the boatload of computer wizards "out there" it is highly unlikely that you can afford the really good copy protection services for the level of distribution montage work is going to generate. Notwithstanding the fact that even the really good copy protection stuff can be broken. Anything less, even the current level of DVD duplicators that offer some type of copy protection scheme, can easily be broken by even amateur hacks. So, get what value you can for your montage creations and don't sweat the copy protection - not worth the time, money or mental stress.
I produce an average of 300 or more montages a year. They are reasonably priced, and at a level where I usually get orders for up to 10 or 20 copies, depending on the event. In my case, mostly memorial montages for favored family pets as well as humans.
There are, IMHO, two ways to generate montages. Well, maybe three.
If you are pursuing this work as a creative labor of love, to enjoy and experience as an outlet for your inner artist, the "story teller" in you, to heck with the time it takes, and profit is of no interest or consequence, then by all means tell a story, use specific select transitions and none of "those crazy transitions" and put in hour-upon-hour of amazing editing skills and creative talent for something a few will appreciate, none would be willing to pay the actual costs of, and that will become obsolete as soon as the next upload to YouTube.
If you are seeking to establish branding for your productions, using special creative designs, massive Ken Burns style movements, ebb and flow story telling techniques that BUILD your production beyond standard production levels, even utilizing 3D elements with heavy Photoshop influence. If you eventually hope for this branding to establish you as the "go to" montage artist for high end, high dollar creations, and want nothing to do with the day-to-day needs of millions of people out there...
...well, that is certainly a commendable direction to take, and there are some who have successfully pursued that level, although the few of whom I am aware are still trying to figure out how to get paid for the time and effort required to create these productions. I personally am aware of ONE creative and highly skilled producer who puts up to 3 months of intensive labor - his and people he hires - to create outstanding song/topic based 3D visually magnificent montage productions and says he cannot hope to recoup the thousands of dollars invested in time, software (mostly the time) and people power to achieve this level of production quality. Almost the same as the paragraph above, huh?
If, as I have, you want to pursue this as a valid and viable money-making (dare I say profit generating?) business, a specialty if you will, then you need to find the blend of time invested, software needed, and production quality desired to get your production expenses to a level where you can establish prices that are affordable for the millions of people who might be willing to go to you for their montage work. There are a bunch of options out there, including the two web sites I mentioned in my previous response, for generating GREAT looking, entertaining and quality montage productions without having to invest into the rather esoteric, lofty approach as mentioned by numerous others (no offense intended those who differ). There is nothing inherently wrong with taking the high road, but there are certainly many starving artists over the years who discovered that the high road doesn't put beans on the table, a car in the garage, or a chicken in every pot.
My success with montage creation, marketing and sales is largely due to a VERY low (I would call it reasonable) price, with affordable copies, and packaged with high quality complimentary graphics for the DVD surface AND the full-color library case inserts.
I have honed my production time to a level where I can generate up to four of them in an 8-hour day, running anywhere from 8 minutes to 15 minutes (sometimes even longer for special personal productions for a family - converting a family heirloom album of old and antique images from family roots in Germany, England, etc.) The family heirloom, "storied" productions however, DO require much more work, bring in much more money, and call for things from special musical segments for certain groupings, to a LOT of Photoshop image touch up, enhancement or even repairs. That is a whole different creation than the day-to-day montages that keep my cash flow at a comfortable level. Back to the basic 4, perhaps as many as six, in an 8-hour day.
These are simple and straightforward, using photos that for the most part FILL the screen (it is the picture they want to see, enjoy and remember NOT the moving backgrounds, postage-stamp-sized images or flash past images that hardly stay on long enough to register in the mind of the viewer). I average up to 50 images per song. I average three songs per production. I offer an opening, and closing (same title) title. And I use virtually EVERY transition in the book, some I have created on my own and many others that are not as "crazy" to the client, as they might seem to be to the artistic video production purist.
SIDE NOTE: What I find curious and interesting, also sometimes a bit entertaining, is the parroting of some basic rules of video production and creation that students or others have heard in a stilted classroom far removed from production and business/marketing reality, or read in tomes written by long-ago semi-famous producers, etc. who expound on the need for little if any transitions, the use entirely of cuts, dissolves and the occasional white flash, and the "enhancement" of production value by adding those moving backgrounds, diminishing the size of the image of interest, etc. For one thing, sir, it is a MONTAGE, not a movie with dialog, action, movement of actors, and such (not often that is at the consumer level - Ken Burns and others notwithstanding). The purists are FLAT WRONG, sorry to say, when they expound against using a BUNCH of diverse, interesting, even sometimes TACKY transitions in basic consumer montage production work for hire.
OK, back to the lesson based on many years of experience specializing in what I call, but my associate HATES to hear, "down and dirty" montage production for profit.
1.) The average photo-montage clients are primarily interested in seeing their photos, nothing more, nothing less, and will complain often and loudly if you reduce the image in favor of the background, or take away from their perusal of the photo in favor of the many moving elements that actually distract the eye from its desired focus.
2.) The average PM clients are NOT willing to pay the equivalency of an arm and leg for massive retouch, image enhancement, color correction or image repair. They have had many of these photos for many years and drag them out of the box or album occasionally to view- so much so that even the wrinkles, fades, tears, water damage and more have added to the personality, if you will, of the images, further enhancing each photo's particular "story." Rare is the client who is both willing to pay for such service, and has expectations of seeing a pristine, perfect rendition of their photo as opposed to the actual photo they included in their project.
3.) The average PM clients LIKE, if not LOVE, a multitude of transitions. Granted there are some that are way too wild and wacky, especially if used repeatedly, but for the most part, use of as many as 40 differing transitions is totally acceptable. I use a blend of perhaps 25 percent dissolves, 10 percent cuts, 5 percent page-turns, with the rest being unique and specific either to the rhythm of the music, or a comedic photo with high humor value, etc. I use slower, smoother transitions for slower, easier music, and quicker, faster, abrupt even transitions for music with a steady or occasional fast pace or beat. Follow the rhythm with your transitions and virtually any and all of them will work, be appropriate, and LOVED by the client.
4.) Paying attention to the pacing and rhythm, keeping the photos the dominant image, using some hand-adjusted Ken Burns style movements where it fits, or for bringing in, up or onto screen larger images that have to pretty much be moved up, down or side-to-side to view it all at a size worth viewing, and smoothly going into or out of each song selection are the primary "secrets" to successful and a high perceived production quality of montage videos.
5.) Remember the packaging. Complimentary or customized art for the DVD surface AND the DVD case insert are important. Very important if you want to develop a solid duplication business without people simply copying their own (and they can, and do, and will - all of them...unless). Unless you give them a quality of product AND a professional quality of packaging they can easily or readily duplicate. My clients will often make copies of their own, but I have significantly increased my sales of copies, and reduced the number of pirated duplications simply by offering them a completed production they cannot replicate easily. I will often get orders for as many as 20 copies of memorial montages, milestone birthday montages, milestone anniversary montages, first born, etc. - at $25 per copy, for a job that might have taken me three hours tops to produce beginning to end, is lucrative.
If you figure out a way to quickly and easily develop basic montage productions, get the word out, make them affordable because you didn't HAVE to invest a huge amount of time and effort into their creation, and don't give in to thinking you HAVE to make every image look perfect (unless, of course you are being compensated for this), and develop a reputation for being what the marketing community says is impossible - able to do this fast, affordable and good (even GREAT), you would likely have ALL the business you could handle for the rest of your business life. It is said that a consumer can only have two of the three - fast, affordable and good, but you are in a position to deliver on all three, believe me.
One last comment, I promise! There are arguments that with the wide availability of do-it-yourself software, usually included free or somewhat, over the internet or with the computer they purchase, montage work is not desired, not profitable and consumers will not pay for something they can do themselves. Well, yes, and no. Many do not have the skills you do, or will develop over time. Many do not have the time, or desire to learn the program, simple as some of them are. Many will become frustrated somewhere along the way, and are so technologically challenged that they cannot figure out how to get their creations onto a DVD that will play properly on their players. Many cannot get past a silver recordable DVD with black marker title on its surface in a cheap, scratched up, clear plastic CD case.
There's a difference (or should be) in what you do and deliver, even if it is "down and dirty" and what the average consumer is capable of doing. Go for it!
Remember: If You Market, You Will Make It! © Earl Chessher
Saturday, April 25, 2009
Martial Arts Video = Easy Sell
Less than 30 days ago I mailed out 30 cover letters accompanied with a very short demo DVD of martial arts footage. You can view a portion of that footage by clicking on the title of this article above. I have signed up four of these, and have inquiries from several others, for end-of-summer demonstration, graduation and/or awards presentation ceremonies.
I have one local Master instructor who is also "very interested" in discussing a series of instructional video for counter sales as well as portions to include on an upcoming web site.
An exact copy of the letter I sent follows, with some notations in parentheses:
Dear (important that you know and use the person's name here)
I am an experienced student of the late Master John Chu, a well-known and respected teacher in West Texas, and am experienced in producing video of martial arts demonstrations and related ceremonies. (I felt it would not hurt to mention this affiliation, but I will leave it out in my next batch to see what happens)
Please take a moment to view the enclosed DVD and, visit my web site listed in the letterhead.
I am a local independent professional video services provider (I like the sound of this as opposed to "videographer") and specialize in youth and adult sports and event video production in this region. I provide quality, affordable video production, graphics development, duplication and distribution services.
I offer an introduction to my services in two ways: direct to individual members, family and friends; direct payment from you, or your business, based on the same minimum total, and you can sell the copies for whatever price you want. The most popular approach by far, in my 20-year production (if you've got the experience, say so) experience has been direct sales to parents.
The introductory rate is a minimum of 20 DVDs sold at $25 each, (that's MY price, your mileage may vary, and you can certainly try for larger numbers both ways) delivered to your location for distribution. An order list is provided, as are forms for pre-sales and promotion.
Call today to schedule your production. I am a full time business and consistently receive calls and inquiries for dates. Please contact me today to lock in your date(s), or to discuss your needs and interests.
Thank you for your consideration, and I look forward to working with you and your students and families soon.
With respect,
Earl Chessher
What I do
The sample clip link shows a single aspect of my coverage using two cameras and operators at varying POVs (points of view) ranging from wide-to-medium, and medium-to-close. I will occasionally frame tighter for special situations, but not often.
Whenever possible my associate and I shoot stereo, with our cameras side-by-side from center. My next favorite position is to left and right of center seat section, and we will often shoot across each other. Left camera will shoot right stage, right camera left stage, with one camera assigned for medium or wider shots, and the other medium or tighter. This gives me variation in post so that I don't have to deal with a lot of jump cut looking shots or off-center dissolves.
My audio acquisition
If you have read any of my previous articles on shooting you know I avoid using any type of "house sound" from any venue or location. I am no longer willing to accept the potentially negative consequences ranging from no audio, to bad feeds, to operator (the sound person) errors, to outright damage to my cameras' audio circuits due to overload. If I am going to "ride" the audio, I prefer to ride my own controls and not depend on the many self-professed "professionals" running the boards.
Over the past year I have taken to using Zoom H2 recorders, placing them where I need or want them for the audio reinforcement I desire. I continue to acquire audio from the on-camera microphones as well. I mix these units as necessary to achieve the audio levels and sound quality I desire in final production.
Product presentation is important
I believe in delivering a quality production, both in looks and content. I will not cut corners, using clear cases without full color inserts and printing only the DVD surface to save on ink, paper, etc.
I do like and use, and have found that my clients also like, the readily available ultra-clear thinline or ultrathin DVD cases, but always create the graphics for developing a nice, professional looking cover insert that compliments the graphics on the DVD surface.
I use boxes, bags and sacks that have my company name imprinted. I enclose additional business cards, information sheets regarding price and other events, a few general sample demo DVDs, and I ALWAYS comp the Master or owner a DVD of the production.
Final comments
For the most part I find that people running martial arts schools are heavily focused on respect, and I try to convey a sense of respect when I talk to them, regardless of the situation, or occasional misunderstandings.
For example, instead of getting mad, upset and blowing off at an instructor/owner I recently produced video for, whose check was returned insufficient funds, I took a minute to focus and calm myself down, made the call, and joking said, "You're human! Just like me!" That lightened the mood immediately as I went on to tell him I know all about cash flow and getting caught between deposits and outstanding checks, simply asking him how soon he could cut me another, or could I run this one through again.
To this day he keeps commenting on my approach, and how much he appreciated that I actually did understand, and was so polite and professional about letting him know. "People tend to over-react from embarrassment and things can get heated with the combination of emotions that come into play," he said. "Your approach falls in line with the element of respect I try to instill in my students toward others, regardless of the situation or circumstances."
Finally, if you have ANY experience with run-and-gun style shooting, varying your shots for interesting angles or frames, and utilizing two cameras to reduce the re-takes, you can get this business. Granted, there would need to be a few martial arts schools in your service area. You can add montage work, and individual show case, and technique study videos to the list of potential sales at martial arts schools as well.
Remember: If you market, you will make it! © Earl Chessher
I have one local Master instructor who is also "very interested" in discussing a series of instructional video for counter sales as well as portions to include on an upcoming web site.
An exact copy of the letter I sent follows, with some notations in parentheses:
Dear (important that you know and use the person's name here)
I am an experienced student of the late Master John Chu, a well-known and respected teacher in West Texas, and am experienced in producing video of martial arts demonstrations and related ceremonies. (I felt it would not hurt to mention this affiliation, but I will leave it out in my next batch to see what happens)
Please take a moment to view the enclosed DVD and, visit my web site listed in the letterhead.
I am a local independent professional video services provider (I like the sound of this as opposed to "videographer") and specialize in youth and adult sports and event video production in this region. I provide quality, affordable video production, graphics development, duplication and distribution services.
I offer an introduction to my services in two ways: direct to individual members, family and friends; direct payment from you, or your business, based on the same minimum total, and you can sell the copies for whatever price you want. The most popular approach by far, in my 20-year production (if you've got the experience, say so) experience has been direct sales to parents.
The introductory rate is a minimum of 20 DVDs sold at $25 each, (that's MY price, your mileage may vary, and you can certainly try for larger numbers both ways) delivered to your location for distribution. An order list is provided, as are forms for pre-sales and promotion.
Call today to schedule your production. I am a full time business and consistently receive calls and inquiries for dates. Please contact me today to lock in your date(s), or to discuss your needs and interests.
Thank you for your consideration, and I look forward to working with you and your students and families soon.
With respect,
Earl Chessher
What I do
The sample clip link shows a single aspect of my coverage using two cameras and operators at varying POVs (points of view) ranging from wide-to-medium, and medium-to-close. I will occasionally frame tighter for special situations, but not often.
Whenever possible my associate and I shoot stereo, with our cameras side-by-side from center. My next favorite position is to left and right of center seat section, and we will often shoot across each other. Left camera will shoot right stage, right camera left stage, with one camera assigned for medium or wider shots, and the other medium or tighter. This gives me variation in post so that I don't have to deal with a lot of jump cut looking shots or off-center dissolves.
My audio acquisition
If you have read any of my previous articles on shooting you know I avoid using any type of "house sound" from any venue or location. I am no longer willing to accept the potentially negative consequences ranging from no audio, to bad feeds, to operator (the sound person) errors, to outright damage to my cameras' audio circuits due to overload. If I am going to "ride" the audio, I prefer to ride my own controls and not depend on the many self-professed "professionals" running the boards.
Over the past year I have taken to using Zoom H2 recorders, placing them where I need or want them for the audio reinforcement I desire. I continue to acquire audio from the on-camera microphones as well. I mix these units as necessary to achieve the audio levels and sound quality I desire in final production.
Product presentation is important
I believe in delivering a quality production, both in looks and content. I will not cut corners, using clear cases without full color inserts and printing only the DVD surface to save on ink, paper, etc.
I do like and use, and have found that my clients also like, the readily available ultra-clear thinline or ultrathin DVD cases, but always create the graphics for developing a nice, professional looking cover insert that compliments the graphics on the DVD surface.
I use boxes, bags and sacks that have my company name imprinted. I enclose additional business cards, information sheets regarding price and other events, a few general sample demo DVDs, and I ALWAYS comp the Master or owner a DVD of the production.
Final comments
For the most part I find that people running martial arts schools are heavily focused on respect, and I try to convey a sense of respect when I talk to them, regardless of the situation, or occasional misunderstandings.
For example, instead of getting mad, upset and blowing off at an instructor/owner I recently produced video for, whose check was returned insufficient funds, I took a minute to focus and calm myself down, made the call, and joking said, "You're human! Just like me!" That lightened the mood immediately as I went on to tell him I know all about cash flow and getting caught between deposits and outstanding checks, simply asking him how soon he could cut me another, or could I run this one through again.
To this day he keeps commenting on my approach, and how much he appreciated that I actually did understand, and was so polite and professional about letting him know. "People tend to over-react from embarrassment and things can get heated with the combination of emotions that come into play," he said. "Your approach falls in line with the element of respect I try to instill in my students toward others, regardless of the situation or circumstances."
Finally, if you have ANY experience with run-and-gun style shooting, varying your shots for interesting angles or frames, and utilizing two cameras to reduce the re-takes, you can get this business. Granted, there would need to be a few martial arts schools in your service area. You can add montage work, and individual show case, and technique study videos to the list of potential sales at martial arts schools as well.
Remember: If you market, you will make it! © Earl Chessher
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