1) Where will your video live?
Will your infomercial video production be primarily for Television? TV and online marketing? Or will it just be a tutorial video for your website? This is an important question to ask yourself because your distribution platform will make big difference on the look and feel of your video and most importantly, your budget.
If the video will be reaching a limited test market on a local Cable TV network, then you can easily call your local network provider and they can provide you with some in-house producers. They will produce a :30 second commercial generally for $1000 to $2000.
If you consider going national, then you need to put your very best foot forward. You will be spending at least $10,000 on airtime, so it would be wise to invest at least the same amount on production. Here are some samples of National Commercials.
2) How much will the video cost and why can’t we make it ourselves?
Cost will depend on what you are buying. A Mini is cheaper than a Rolls-Royce. Do it yourself? Maybe you can – particularly if you have the help of someone with basic training in video production. Certainly, adequate equipment is affordable now. It really depends on what standard you need to achieve. You may be able to greatly reduce costs by using some of your own resources and people. A good Production Company will work with you to maximize value for money.
3) How do I choose a Production Company?
Commissioning an Infomercial Video Production Company is a serious act of faith. You will be parting with a large sum of money without any guarantee of how it will end. That’s why most companies rely on recommendations and repeat work for the bulk of their business. Websites are the obvious place to start; search engines and directories will provide a good list of suitable companies in your area. Who are their existing clients? What kind of work do they do? How experienced are they? In the end you will pick the company that you feel comfortable with but here are a few suggestions of what to look for:
Track record. What have they produced for other people? See their work and, if possible talk to, their clients in person. But don’t worry if they can’t show you an example of your particular subject matter. Every commission is different and requires a fresh approach. Off the peg solutions rarely work well.
Producer or salesman? Who will be the day-to-day contact? Is the person selling the company going to do the work? You need to establish a good working relationship with whoever is going to produce the video? Will this person be on the “shoot” and at the “edit” or will they produce from behind a desk.
Big or small?
Many Infomercial Video Production Companies are sole traders working with a network of freelance technicians. This can work in your favor because you won’t get passed around the company. On the other hand what happens if he/she is struck down? Is there someone who can step in to carry on your production? A large Production Company will have the resources to ensure continuity, but at a price – higher overheads will probably mean less of your budget appears on the screen.
Choose the best company or the best treatment?
One common method of choosing a Production Company is to ask several companies to provide a treatment (a document, sometimes with a storyboard, showing how a particular creative idea might work). Afterwards, you decide which treatment you like best and that company gets the job. One thing to keep in mind is that all the competing companies are paying for the treatments out of their marketing budgets. Only larger companies can afford to play this game so you become locked into the high profit/high overhead world of the bigger companies. True, if you have a large budget this may not be of concern.
Alternatively, you could choose a company like GoDRTV to produce a well-researched creative treatment. If you wish, you can just pay for the treatment initially and only commit to the full production when you are 100% happy with it. Furthermore, there is one crucial advantage in working this way – both you and the producer have the same goal in mind, to arrive at a treatment that meets all your aims and objectives within the given budget.
© Chris Pettit, Just Film 2008
http://www.justfilm.co.uk
Got questions about infomercial video production? We can help!
Call GoDRTV at 800.507.0159 or shoot us an email at info@GoDRTV.
Infomercial Video Production Services:
1. Infomercial Production
2. TV Commercial Production
3. Direct-response media buy
4. Outdoor Media
5. Corporate Video Production
6. Call Center
7. Studio
