Giving a Client More Bang for the Buck
Many months ago I recall making mention of a project I was working on that was particularly rewarding. But I wasn’t able to share it or any of the additional videos that resulted at the time because their public release was predicated on the culmination of a marketing strategy, including a new website.
On a hunch, I checked their website tonight (having done so several times over the past few months to no avail), and viola! Their new website is now up with a couple of the videos embedded on the home page that played very nicely. I was impressed. After a quick check I saw that all 9 videos were on the site.
So now that they’re public, it’s fair game and I’ll share them with you here.
As most of you who follow me probably know, I’m a video guy firstly. Marketing is not actually my strong suit. But since video is all about MESSAGE and marketing is all about MESSAGE, it is inevitable that even I can turn one video commission into multiple ones.
So I called this post ‘Upselling’.
Honestly, it’s something any sales person would do in almost any circumstance. And many of us find that quite annoying.
But this is really about educating a client who may not fully realise how unique or valuable his product or service is and offering him a way to maximise the value of a video commission. It’s a win-win situation.
In this case, the client wasn’t actually my own. It was the client of a marketing firm, Leapfrog Marketing, that uses my services. But no matter if it’s my client or the client of a Marketing firm, (and I do this in both cases) if the initial brief for video services indicates to me that multiple properties can be obtained from the main shoot for the benefit of the client, I would be remiss to not mention it and the potential economy and benefits in doing so right at the outset.
In my experience, in most cases, the client goes for it.
The math is simple.
One shoot day, one video.
Or one shoot day, 3 videos obtained from the same original shoot material at a considerable discount.
It requires planning, and the additional cost of the additional editing, but offered up front as a package discount, suddenly your one video becomes 3 and your $2000 becomes $3000 for an additional two days work. (Those numbers are completely arbitrary, but give you the idea…)
In this case, with Leapfrog’s client Total Community Care, it became evident to me almost immediately that their brief had the potential of multiple video products from the requested shoot of a single video that would be to THEIR benefit.
I don’t remember if I mentioned this straight off, but certainly once I shot the initial video (several interviews and relevant B roll), it became evident to me that at least 3 more testimonial videos could be edited from the same material.
So one video became 4.
They were so pleased they requested a second video; this time at their corporate headquarters featuring the executives.
This time I noted that they had enough material from the executives for the initial video they requested PLUS 4 more videos from those same interviews that answered Frequently Asked Questions (FAQS).
One video commission grew into 9 videos.
So that’s it on how to increase your income.
Now back to ‘video guy’.
The reason this project was so enjoyable was because the people were so interesting, and interesting people make for an interesting story.
As in almost all my videos, they are interview driven.
I (or we, in the case of Leapfrog Marketing) go there with no preconceptions of what should be said and we just interview the people.
It is my job to take the hours of interview and distill them down into the marketing story.
These videos were mainly about a Care Company that specialises in caring for paralysed patients with spinal or brain injuries.
My only opportunity for B roll was to shoot as much footage as I could of the interviewees whenever I could in the limited time they were there. That was made slightly difficult since they were often arriving during another interview (and all I could really shoot was arrivals, departures and whatever activity occurred in the lounge when I was not shooting an interview). So whenever I was between interviews I ran around like a banshee shooting whatever I could. In the end, I used every last scrap of it.
The primary video (the original one asked for) was 7 minutes long.
Might seem a bit long, but here’s where you just don’t get stuck on some arbitrary time limit like you read about on internet forums? Consider your intended audience.
If you’re paralysed and are looking for a care company, the length of a video has absolutely NO BEARING on whether you are going to watch it or not. It’s the content that matters. You have nothing but time.
It’s not that I made it unnecessarily long. I feel I made it long enough to get the point across with clarity, conviction and emotional impact. I made it for the potential new client for Total Community Care.
Marketing is a subject designed to CREATE WANT. Time (‘videos must be 2 minutes or less due to attention span, blah, blah, blah’) is irrelevant.
Make up your own mind. If you were paralysed and unable to get out of bed or go to the toilet without assistance, much less go shopping or go to the pub, would you watch this?
Primary Commission video
(Shot on Sony PXW X70/Sony HXR NX30, Edited on FCPX, with Color Finale)
And the videos derived from the two shoots:
2nd Shoot, TCC Execs
And the FAQ videos derived from that shoot