Paths to success through outstanding marketing.

If there is one thing we’ve learned in our 20 years working in film production and storytelling, it’s that trends – like audiences – come and go. At Manley Films & Media, we’ve learned a few tricks along the way to adapt the current trends, while making sure the work we do is top shelf and also leaves a legacy that works for you into the future.

Lots of companies fall into a marketing abyss, struggling to understand the many options, and eventually creating one-off assets, like a lone video, that just can’t move the needle. We find the reason why is when planning for video many business owners don’t consider — or are unaware of — all the ways video can be integrated into overall marketing strategy.

Before you make any investment in video, we want you to understand what that means, how much it can cost (i.e. how much you should reasonably expect to pay for a quality piece) and how to use properly what is created. Here are five steps to get you on the right track.

  1. Make Video a Must-Have. Stop thinking of video as a luxury. If your current marketing content does not use video, we urge you to add it as a priority item. Many companies make the mistake of dipping their toes in this pool and that pool, and expecting to see results. For video to deliver its ROI, it must integrated and supported.
  2. Budget for Longevity. Now that you have made video a priority, be clear on your vision. You don’t have to make one splashy expensive video to make an impact when it’s possible that several small well-produced videos can give you more flexibility. One option is to budget for :30 second videos produced at the rate of one a month, each geared at a different target. Another option is to plan for a package of 3-5 videos of varying lengths (a 90, 60 and 30 second), every six months.
  3. Know What You’re Buying. The production process of your film company plays a huge role here. When Manley Films is on a shoot, we plan ahead to capture as much b-roll (that’s additional footage that can be used for other purposes) as possible. You own every microsecond of that footage – raw and edited. This gives our production team a lot of options for creating new videos out of existing footage and saves you money on the costs of shoot days (the most expensive part of the process). We’ve had clients get dozens of videos out of only two or three shoot days.
  4. Get Buy-In from the C-Suite. Marketing is always on the chopping block in one way or another, and new, untested ideas can be hard to push through a line-item-slashing CFO. One method is to budget by the quarter, gradually increasing the requested dollar amount for video production as you are able to prove its value. Another is to disperse the amount requested for video production across the entire year by entering into a retainer agreement, which also gets you volume discounts.
  5. Don’t under budget. If you are ready to make video a priority, budget it as a priority–your toughest competition already has. Video is a massively popular form of content but like any tactic, it should be scaffolded by other media. It can also be buried by the wrong distribution methods. Make hard choices and be sure whatever you choose that you know how to measure success.

Unsure how to get started with a video budget? Contact us, we’ll help you figure it out!

Susan is VP Marketing & Client Relations for MF&M. Previously a client of Manley Films, Susan is a writer/editor and marketer with 20+ years’ experience working with nonprofits, municipalities, economic development, startups, small businesses, political campaigns, environment, technology, higher education and the arts.

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