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How to Choose a Video Production Company
Posted September 1, 2009
Finding and hiring a video production company can be a confusing and risky process for a small business owner - often having to take a crash course in video technology and hoping for the best. But by following these important steps when choosing a video producer, you can drastically increase the chances that your video project will be responsive, visually stunning, and pay for itself many times over.
Step #1: Determine the size of the production company you need.
Although there are many factors that determine the cost of a video shoot, the first consideration for staying in budget is the type and size of the production company.
Large production companies have multiple studios and sound stages, editing suites, and a sizeable staff. These are the people that television stations and Hollywood producers call on when they need a local production for television, cable, or film. They are very experienced and produce fantastic results, but a considerable price tag must accompany such overhead.
The next option is a small to medium sized, full-time video production company. Small and medium sized businesses are the core of their clientele, so they are compelled to keep a video project as lean as possible, yet deliver the best possible quality for the money being paid. These production companies may have a small, single studio and editing suite, or they may work out of their home studio and rent a sound stage when the project calls for it. There may be one or two full time employees, and the rest are contract crew on a per-project basis. This helps translate into lower production costs for you.
The final category of video production options is part-time, weekend-only videographers. These producers have a camera and a computer, and want to make some extra money in their free time. They can often underbid anyone else in town, because they already have their full time job and any extra money on the side is fine with them. But their ability to understand corporate, commercial, and broadcast needs is limited, and often shows in the quality of their production...it just looks like really good quality homemade video.
Step #2: Compare company demo reels.
Once you’ve determined the size of the video company to use, then it’s time to compare demo reels among the companies in your price range. One of the main factors that will determine visual quality in the portfolios is the format the project was shot on. Video technology changes drastically every 4-7 years, and what was broadcast quality 15 years ago with $50,000 cameras can be achieved with a $3000 camera today. The producer should match the video format with what provides the best noticeable quality for your budget.
As you watch the demo reels and portfolios of various production companies, pay attention to not only the mere image quality but also the lighting, camera movements, and audio quality. One way to practice this is while you’re watching TV at home. Instead of zipping past the commercials of the show, watch and focus on the details of how national commercials are shot. Notice the smooth diffused lighting, the track/dolly camera movements, and the deep contrast with vivid colors. Even if your video project is not a commercial spot, you can train your eye to notice quality by comparing it with the standard.
Step #3: Consider the professionalism and business practices of the company.
Consider the personality and professionalism of the producer you are working with. Do you sense that he understands your industry or is eager to learn about it? Does he provide valuable input without being pushy or cocky? There should be a free flow of input into the project from both sides, without any ego problems. It is paramount to have not only a creative team , but one that puts your needs and goals above their own.
Then what?
Select the 2 – 4 companies you feel best about. Ask each of them to write and submit a proposal. Give them some guidelines – including the available budget. Upon being asked to prepare a proposal, the producer should create a treatment (blueprint for the video) upon which your contract will be based. You should know ahead of time exactly how the money will be spent, what work will be done, what equipment will be used, what crew will be hired, and how each scene will be storyboarded. Granted there is an element of creativity that will vary and not necessarily translate directly onto paper, but strive to have everything in writing so that there are no misunderstandings or faulty expectations. Then review the proposals, make your selection, award the contract, and get started!
Article Credit: Paul Lyke / ArticlesFactory.com
