Planning a business presentation video
If you are thinking about promoting your business with a video presentation, here are some guidelines to help plan your project.
1: Your objectives
The first thing is to decide on your objectives. Having a clear idea of these from the outset will help to make sure the project is properly targeted and optimised. Things to consider are:
- What is the purpose of the presentation (goal)
- Who is it aimed at (target audience)
- What 'tone' is appropriate (appropriate communication)
- What are your key points (concise content)
- What is the main message you want them to remember ('take home')
- What is their ideal reaction at the end ('call to action')
These are all important points to consider from the outset. They will determine the structure of the presentation and form a basis on which to monitor its development. They will also be instrumental in determining the overall success of the end result. Osis can help decide how to define and prioritise your objectives.
2: The script
Once you have a clear idea of your objectives it is time to rough out a script. This may take the form of a narrative, taking the viewer on an emotional journey, or it may be a simple sequence of statements building a picture of your products benefits. There are many ways of telling a story. Hopefully by considering the previous list of objectives, understanding the target viewer's temperament, and injecting some passion for your service or product, you will be able to devise a script that will engage and inform the viewer.
Keep them interested
Initial attention span for someone on the internet is about 8 seconds (source):
- Grab attention with the title (if using one) - make it relevant to the audience and their needs
- Make sure it is visually pleasing and interesting to watch
- Don't save all your important content for the end - keep interest throughout
- Keep text to a minimum
Create your structure
These are some important presentation topics that you should consider including:
- Your vision - your company ethos and mission
- What makes you different - how you stand out in the market
- The problem, need or lack affecting your target audience
- The solution - concisely describe how you meet those needs
- The benefits - how you can make their life easier with your solution
- The product - an engaging and visually exciting/attractive description
- The call to action - what do they do next to get the benefits
Many of our clients ask us to produce a script for them, which we are more than happy to do. We can analyse the objectives and audience of the business presentation video to decide on the best narrative balance. Click the image below to access a copy of our script template which can be helpful in structuring your presentation.
3: The style 'guide'
Sometimes the style of the animation is decided from the outset, or one may become apparent during planning. Look at other examples of videos or graphics that look and feel right for the message and the audience.
The style chosen will probably have a marked influence on final cost of the animation. A very detailed photo-real 3D style will be more expensive to produce than a minimal sketchy style. For this reason it is sometimes a good idea to consider these options early on so we can advise on budget implications. Examples of styles include:
- Sketchy hand-drawn
- Paper cut out
- Semi live action (animated hands across the screen etc.)
- Full live action video
- 3D: - stylised, photo real or a mixture
4: The storyboard
The storyboard is a sequence of images sketching out the main areas of visual action. Often it will be accompanied by short written notes describing scene effects, camera moves etc. It is not meant to be an accurate portrayal of style, but a tool to help visualise what happens in the 'key frames' of your presentation. You can either produce a storyboard yourself, or ask us to create one for you. There is no need to worry about the quality of the images, as long as the intention is clear.
Putting it all together
When you have these 4 elements figured out, you are ready to get your business presentation video produced. You will be able to track its progress and gauge its success based on the criteria you have decided on. When we produce videos for our clients, we send regular updates and work-in-progress clips so they can see that their presentation is developing exactly as they have set out using the guidelines above.
With proper planning and a professional media partner like Osis you have the best chance of getting a great video for your product or service.