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Health & Fitness

Video Marketing: Do-it-yourself or Hire a Professional?

Need Video? Do-it-yourself - or hire a professional?

By James Bell  jbellvideo@gmail.com

www.jamesbellvideo.com

Many businesses and organizations have discovered the benefits of marketing their products, services and opinions online. It seems everyone has a video. Some are homemade with camcorders others are high end productions designed to wow their audience.

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Over the past 10 years I have produced video for a host of clients from entertainers to educators to political pontificators. The first question clients ask is “What does it cost to make a video? It’s like asking what does a car cost. My question to the client is “What is your budget”? By determining the budget and video producer can give a realistic quote on the project.

For some, a home made video is more than adequate to get your message out. For others they want a professional look. Lights, cameras, teleprompter, makeup, set design, etc.

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Should you do-it-yourself or hire a professional?

The camera: Today you can buy high definition (HD) camcorders for a few hundred dollars. Some use mini-DV tapes others use memory card to store the data. Sites like CraigsList offers good quality used camera for a fraction of the cost of a new unit. Use caution when buying products off CL. A “professional-consumer” (pro-sumer) camera can cost $3000-$6000. I have used $10,000 cameras that produce the same quality images as a $3,000 camera. Even low end HD camera can deliver amazing quality video.

Tripod: A tripod is a must for good quality video. There is nothing worse than hand held shaky video unless you’re producing The Blair Witch Project. A tripod can cost as little as $20. I found a small Sony tripod at the flea market for $5. My Manfrotto tripod with a professional head cost about $600. I use a mono-pod for shooting music videos. It provides a stable but portable platform to shot video and can be lifted up over the heads of the crowd.

Lighting: Lighting can be one of the most important elements of your video. Often, I am hired to shoot conferences with over head lighting that makes bald heads glow and dark shadows under the chin. Some clients simple don’t want to spend a few extra bucks to bring in lighting. For the sake of providing the client with the best possible video I often provide the lighting at no cost. I get no gratification in providing clients with video that make them look like a horror film. Most home improvement stores provide a variety of low cost lights that can serve your purpose. White balancing the camera for the type of lighting is very important. Florescent lights produce a different color spectrum than incandescent lighting. You want to be sure the whites are white and the blues are blue.

Scripts and Story Boards: Next time you’re watching TV notice how much information is provided about a product or service in a 30 second commercial. Most of the time less is better. By thinking out your video project and developing a script or story board you can focus on your message. On the internet you have about 5 seconds to grab the attention of a potential client. Infomercials are used for a more in-depth demonstration of a product or service. Again it needs to be as short as possible.

Editing: With editing programs available to the masses, almost anyone with basic computer skills can edit a home made video. However, a profession editor can take the most amateurish video and make it look like a professional job. Well, almost professional. I have been fortunate to work with an award winning editor who has provided me with suggestions and critique that has improved the quality of the video I provide to the client. His basic advice is… long steady shots – a well lighted subject – and always checks the focus and audio for quality. Some basic tips that even “professionals” over look at times.

Using these basic tips you can produce your own video for the masses. Does the task seem a bit daunting? Then hire a professional! We can focus on capturing the project while your focus on the content and message you want to deliver.

A professional editor is the key to a great video!

I am always glad to talk with you about your next video project. I can be reached at jbellvideo@gmail.com.

Good Luck!

James Bell is freelance videographer/filmmaker in Atlanta Ga. specializing in internet marketing – commercials – infomercials – live performances for corporate and private clients.

 

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