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COMMENT Dealing with clients by Den Lennie F or many clients, the prospect of commissioning a video production leaves one key consideration in their minds and that is: “how much is it all going to cost?” Particularly for marketing departments or smaller businesses which may only spend a nominal amount of money on advertising. Video production by its very nature involves more personnel and more costs and will likely be inherently more expensive than some graphic design work or print advertising. If you want to grow and build a successful video production business, you have to start thinking from the client’s perspective. The client just sees video as a cost in the early stages. That’s why so many clients are price driven. How many times have you had an email or a phone call in which price comes up in the fi rst fi ve minutes? This goes beyond just shooting and editing a video; you have to help the client feel comfortable that while there may be a greater initial outlay than perhaps they are used to, the benefi ts of video can be far reaching. Many clients may understand the necessity of reaching a far wider audience, but many will not understand the process involved in producing video to a high standard. Some may be attempting to create their own videos, the iPhone, for example, is a very capable video camera and there are many ’how to’ videos on YouTube. Your job is to persuade the client that by creating a high-quality video, it will give a far greater impression to their customer. And with a bit of pre-planning, you could shoot a lot of different content within one day of fi lming, and although this may come at a cost, it could be a real investment long term. Video production is expensive and when you start hiring crew and factor in post-production and all the other associated costs, things can start to add up. So your role as a producer is to help the clients fully understand the benefi ts and reach of video, over other traditional forms of communication. You need to work with the client to help them understand that any spend should be viewed with a clear return on investment (ROI). I worked on a project recently that involved a celebrity being booked to endorse a product. The celebrity fee was signifi cant and ran to tens of thousands of pounds. In order to take full advantage of the shooting day, we are planned to shoot between 10 and 15 different fi lms. Those could then be edited and released throughout the year to spread the cost. So while the overall production cost the client in the region of£60,000, we created 15 short videos, and then spread them out over the year and this meant they could incorporate them in different marketing activity, then each video effectively only cost £4000. A visitor to a website is more likely to watch a one minute video than read a block of copy because watching a video is far less labour intensive than reading a block of text. And it’s this key benenfi t that you need to explain to clients who are expanding their advertising to video. Particularly in corporate organisations, breaking down these larger fi gures into a cost per piece can sometimes ease the shock of a larger number. So the £4000 per video price can be streaming on their website, 42 | KITPLUS - THE TV-BAY MAGAZINE: ISSUE 104 AUGUST 2015