A past client sent me a link from an out-of-state company offering video production. The link was a video I infer the company sends to clients advising them on preparing for upcoming shoots. This reminded me of the safety/instructional videos people hurriedly watch before embarking on rock climbing or river rafting.
Someone in the video explained each video shoot is X-minutes long and detailed how the company would spend each segment during that time. First, I was surprised that each client, having what I assume are different goals and concepts, received the same amount of time. Second, I was surprised the time the company allots for an entire shoot equals the time we dedicate simply to properly setting up equipment and lighting and then later breaking it all down.
I told our past client that, to some extent, I like the concept of offering in this fashion tips before a video shoot. But I disagree with this company’s approach. Loren and I don’t believe every shoot should be the same amount of time. Every business is different. Their goals are different. One approach or template does not fit all. Also, I feel the information the video addresses should be discussed one-on-one with clients ahead of time in a more detailed format.
At an event, I heard one of our competitors share the term “video mills.” The competitor applied the term to video production houses that shuffle businesses in and out in front of a green screen. I think the term can apply beyond that scenario. I believe the term can apply to any video production house which sees effective video marking more like working at a factory than working with an individualized canvas.
I’ve repeated numerous times video does not work simply because it’s video. Video is not more effective only because someone said some words on camera instead of typing them on a screen to print on paper. But some people can rationalize a different conclusion because they don’t see video any differently than finding the appliance store with the cheapest refrigerator or the gas station selling the least expensive fuel. Too often, those are the same people who would be appalled if you judged their services by nothing more than price without considering their experience, skills and personalized approach.
When I buy fast food, I don’t convince myself I just enjoyed a high-quality steak for an amazingly low price. In fact, I try not to eat fast food hamburgers. They may briefly satisfy my hunger, but I usually regret buying them in the long run. And I usually don’t passionately later tell my family and friends how great they were.