subject: How to Tape and Interview For a Marketing Video [print this page] How to Tape and Interview For a Marketing Video
Taping and interviewing for a marketing video is not as complicated as it may seem. It is a simple process of looking professional and saying the correct things to ensure you create the most appropriate video for your product or service. Listed below are some simple steps to follow which will keep your videos perfect every time so that you get your marketing message out.
Looking Professional
When deciding what to wear, one should dress professionally for a marketing video in the most appropriate clothes for that profession. Generally for business, a suite is appropriate for a marketing video. For a more relaxed marketing message, something less formal can be worn. Obviously, for videos such as those showing off exercise equipment or maybe a new kitchen item, clothes can range from workout clothing to cooking aprons.
The background of the video is also important to take into account and should be appropriate for the product or service being marketed. If you are just marketing yourself, you should use a neutral background such as white or black to allow the audience to fully concentrate on you as a person. Wear contrasting but neutral clothing to ensure you stand out against the background. For instance, wear black with a white background or vice versa. If the video concerns a certain product, ensure the product is placed in an appropriate setting that allows the product to stand out on camera.
When determining the distance from the camera, you should fill the video space by about 25-50% with the object being marketed. This includes you and don't be afraid to change the distance of the zoom during the video. Movement in the video is good and keeps the customer's attention with more action. For instance, if you are standing and talking about a product, use editing software to ensure you appear in different areas of the video box, sometimes zoomed in and sometimes zoomed out. You can also play with the color and switch between black and white and color takes to create transitions and segments.
When deciding on how much of the body to show, a good rule is to film from just below the waist to just above the head of the subject. If a product is included, try to place the product near the center of the subject's body. Ensure to get the product from different angles allowing the customer to really get a sense of the product.
The final item to consider is image and sound quality. These items are EXTREMELY important for creating a professional marketing video and luckily are becoming easier as technology increases. Use the best video and sound equipment that you can afford. Don't forget that you can always borrow or rent equipment either from friends or professional services. Some of the newer mobile phones are instilled with an HD camera which can work well for capturing excellent video. These devices aren't the best for sound quality though. If possible, pick up a clip-on microphone or separate off camera microphone to attempt to capture the best sound quality.
Getting Your Message Out
Once you have chosen your wardrobe, set, and filming equipment, you must determine what to say to get your marketing message out. There are two ways to do this, write and memorize a script or just free-discuss your product. Scripts are fine and can work well assuming the person on camera has some acting skills. Ensure the script discusses all aspects of the product or service being pitched but explained to the lowest common denominator. In other words, pretend your customer is in grade school so that you don't discuss items that are too complicated for the buying party. It has been shown that Steve Jobs presents at a 5th grade level and we all know how well Apple's products sell.
If you don't have a professional actor playing the part, there is a great solution to this problem. Capture as much film as possible of the person doing the marketing and then edit this footage down to a manageable segment. To do this, place the subject in front of the camera and start rolling. Ask the subject a few simple questions, ensuring they are looking at the camera and not you when responding. Here are some sample questions:
Tell the camera about yourself - Who are you and what do you do?
Talk about your product, what is it?
What makes your product different then the competition?
If you could tell someone one important thing about your product, what would it be?
What are the best qualities of your product?
How does your product make a difference?
Why do people need this product?
Where can people get your product?
Just keep the subject talking for a while. Even if they are uncomfortable, you will get some good material from these questions when the subject forgets they are being on camera and starts talking passionately about their product. One trick is to keep the camera rolling even when the subject thinks the camera is off. Some of the best material happens when the subject thinks they aren't being filmed and acts completely natural.
Once you have enough footage, a good rule is about 15 to 20 minutes worth, cut this down to just a few minutes. Less is better as attention span these days is minimal. Just include enough foo
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