Hello Blog Follower...
I know you didn't intend for it to be, but your "how many jobs (gigs) should I take on" question is a bit open ended, and could be answered with a simple, or complex response. I am known throughout the circles of my readers, followers AND detractors, for writing MORE than most of them want to read; for writing LONG answers for what they perceive only needs SHORT responses - T.M.I one person recently responded. But I try to be detailed and definitive when people ask me questions.
HOW MANY JOBS?
OK, the simple answer is if you acquire one gig a month that covers your fiscal needs then, well One Gig a Month. I'm not trying to be coy, but if you only need $2k, give or take, a month to be comfortable, there are numerous gigs that can bring that amount.
More realistically, let's say your gigs average $500 for a 2-3 hour effort, then FOUR jobs a month should do you well. The thing is, in my arena where I do a LOT of memorial montage & projection gigs and have carved a huge niche for myself in the funeral video production business (a vastly under served market for video IMHO) - any given gig of this nature can bring me business on ANY given day.
Since it is feast or famine in this business, I take what I can when it's there, and use my downtime for other pursuits - fiction/non-fiction writing, research, personal projects and marketing. But for example last week, after about six weeks of NOTHING, I had a gig a day for six-days-in-a-row, all of them funeral and/or memorial montage & projection, picking up nearly $600 a day. Sounds like a lot (or a little in some circles) but a $3,600 week is cool to me.
This week I have ONE scheduled gig, but several inquiries and a number of them could come through by the end of the week.
I am telling you this to point out that you will have an ebb and flow of business, and you need to think more of the slow months so that you are in the right perspective when business IS available and not turn away something simply because you're "gold" for the moment. There will be lean times, so if you are in this full time then working two gigs a week on average (as often as you can) that bring in say a grand a week, will take care of your estimated financial needs and offer a pad you can fall back on during the lean weeks - and there WILL be lean weeks. Trust me.
So, shoot for two gigs of some kind a week.
INSURANCE NEEDS, WANTS
Depending on the extent of your initial business focus: if you are working with mostly events held by individuals or small groups then errors and omissions insurance or liability insurance is probably not THAT critical. I do recommend that you carry both at your earliest ability. If you are careful you will rarely need it but poop happens and you will appreciate the peace of mind having insurance brings. Also, you really should cover your equipment for theft or natural disasters - fire, flood, etc. So, you're looking at something like at least a couple grand a year (if you shop around) for basic coverage of these three types. You'll need to divide that up by 12 to see what you need to add to your $2K "get by" estimate.
Think seriously about health insurance, especially if you have youth and health on your side - the older you get, and the eventuality of developing something that makes you either uninsurable or prohibitively expense to insure: diabetes, heart disease, etc. Premiums for you now will be less, and then you ARE covered when/if health disaster strikes unexpectedly. At your age and given good health you should be able to find something in the $300 and up zone that you can pay for, live with and have further peace of mind about. Trust me, a guy with BOTH diabetes AND a heart condition - at age 60 I am uninsurable, and Obama's designs on health care reform are not going to come into play early enough to bail me out either. So, I live day-by-day, try to remain healthy, and work as hard as I can to develop a financial buffer that might serve me in worsening health times.
MARKETING STRATEGIES/BUSINESS PLAN
I think the marketing plan(s) outlined in my blog articles are sound, and well-thought-out, practical and effective. I really believe that a person could adapt these principles for their business model and efforts and come out ahead. So, unless you read/see/find something that makes MORE sense, then my advice is probably just as good a place to start as any other.
THE FUTURE OF VIDEO BUSINESS
The industry IS absolutely changing AND growing, but in ways that many of the old-timers are not going to be able, or inclined to keep up with. Video will rapidly transition from hard copy delivery - BluRay, high def or standard def delivery on DVD media, even tape in some instances, hard drive, thumb drive or solid state SDHC cards are going to bow (within mine and your lifetimes) to delivery over the internet. As people already download and record, deliver for worldwide collaborative editing projects, upload, share, stream, etc. this method of delivery and use of video will grow immensely. It will do to hard media what cassette did to 4-track; CD did to cassette; digital did to VHS analog; DVD did to tape; et al. The future of video is on the net, trust me.
In my book I will be including a couple of chapters on what I am currently doing to take advantage of this arena of video production. More and more people are going to want/demand internet delivery, although for some years into the future some might continue to want a "backup" on one of the above-mentioned mediums. Yes, your video business future is and will be web centric. Web content and live streaming...get on NOW while you can be among the front-runners, instead of waiting just because shooting, editing and delivering on DVD/BluRay events and standard gigs is easy money. It will be going away sooner rather than later, I am sad to say. YouStream and LiveStream (formerly Mogulus) are good places to hedge your bets.
The "other" things you should know about already IMHO exist - standard day-to-day celebratory events. The funerals and memorials and projection gigs I mentioned earlier. These are the potential daily cash-flow areas that will keep something coming in while/when you're developing, marketing or working your web-related services and honing your skills there. I cannot really see, or imagine much beyond this point in the future but flexibility and diversity are important factors in a video-related business IMHO - be aware, read up constantly, look, listen and study, watch the market, when you hear about something for the first time check it out, see if it offers you something to work with, then plan and jump on it before it becomes totally mainstream.
ALSO, look around you for markets that are NOT being adequately served, or overlooked by the majority of independent video services providers (funerals and memorial montages/projection for example - they're not for everybody but they're making ME MONEY!). I'm not the ewwww or squeamish type when it comes to blood, or dead people. Guess 30 years in the news reporting business, doing coverage on murders, rapes, robberies, trials and more have given me a thick ewwwwwless skin and mind. :-)
TURNAROUND TIMES
Turnaround time for me depends on the complexity of the project.
Weddings? A week to 10 days.
Celebratory events? 2-3 days.
Funerals? 3-5 days.
Montages for memorials? less than 48 hours from receipt of materials.
Commercial productions? Whatever time line is established and agreed upon. If I can meet or beat a 30, 60, 90 or one-year contracted time line I will. There's often a bonus built in for me, for early deliver, meeting progressive points along the way, or coming in under budget. I try to play that to my fiscal advantage, but never to the exclusion of the quality of the product - I ALWAYS will deliver MORE than promised or expected. This keeps my clients returning year-after-year and a reasonable expectation of renewable business and referrals.
RELATED THOUGHTS
Essentially, deliver fast, price reasonable and create good-to-great product. Believe me the word will get out and a major portion of your business future will be referral based. Develop relationships within the circles of the business you want to pursue; be it weddings, destination sites/venues, real estate, working for non-profits.
Regarding non-profits, due to the nature of their roles in society NPs are looking for the MOST they can get for the least outlay. But by and large they have gotten money, do have budgets and unless you want to develop a reputation for being an easy mark, charge something for your efforts. Otherwise it will be like when I send in a donation to various charities - Veterans groups, Children hospitals, burn clinics, cancer groups, Alzheimer's groups, etc. I am flooded for years to come with monthly mailings and e-mails seeking donations, even asking for specific amounts. Not my way of giving. I give what I want when I want and can, and quickly turn away from those who are spending too much IMHO for the paraphernalia they send me seeking more. Nuff said.
You've got some reading material here, should give you some things to ponder. Stay in touch. Remember, if you market, you will make it! © 2009, Earl Chessher, E.C. Come, E.C. Go
Monday, November 09, 2009
Thursday, October 15, 2009
Basic Search Engine Optimization
Search Engine Optimization (SEO) is a term with which just about anybody in business on the Internet is familiar. If you have not heard of SEO and the benefits knowledge of it offers as it applies to your website, and if you do not know how to get started doing it, TODAY is the time to begin!
Perhaps a vast majority of website, Internet and Google-search-savvy people are aware of the importance of SEO and engage in weekly, if not daily, exercises in an effort to gain eyeballs for their business-based websites. It is my belief that for every one who knows how and performs consistent SEO efforts three do not. Maybe I'm wrong. Maybe not.
My readers probably all are SEO savvy to a greater, or lesser degree, but if only one of gains some valuable information from this article then I'll believe it was well worth the time to research, write and include links to potential SEO answers.
SEO? What is that?
Things you can do in the designing of, placement on and adding to the code of your website page(s) that help get your site the attention of search engines. These engines include Google, Yahoo! and MSN (Bing - currently the fastest-growing search engine on the Web according to Website Magazine).
SEO also includes things you can do beyond website page(s) content and code to improve your ranking among search engines and improve results when potential clients are looking for services you offer.
Maybe you are already being crawled by SEO "spiders" (software that searches and logs websites and pages). One way to determine if you even exist, as far as Google is concerned is to go to Google and do a search, entering "site:yoursitename.com" without the quotes.
Creating an SEO "optimized" website and pages
Things you need to know about and use include: key words, domain name, title tag, description tag, headers, body content and links in text. You will need to research, using Google perhaps as your initial search engine to locate information already on the web regarding these elements.
You can start by researching for viable, effective and valid key words at:
• Google
You will need a free Google account if you do not already have one.
• Keyword Discovery
• Word Tracker
Plan your key word usage in all areas on your website page(s) but do not get carried away - lists of repetitive key words will drive search engine spiders away, not attract them. Judicious usage is key to use of these elements.
Website page(s) code includes meta tags, description tags and key words tags. Headers, unique formatting (making subheads bold or italics), and text links inclusion in your body copy also need to be planned for effectiveness and use. Include links in your body copy text that not only take visitors to other pages within your site, but other websites as well. These links, and reciprocal links you arrange between your website and others on the Internet, will help in your SEO efforts.
For example, in this article I might include a link to another of my blogsite articles: such as What Focus is Right for Website?, or to another blog site I read, know and trust, such as In the Viewfinder by Jay Michael.
Another thing to keep in mind is that graphics and images may not be recognized. You need to identify where your images are and in addition to the graphic, find a way to enter text that either identifies the photo or graphic, and/or includes key word content. Also, some people set up their browsers to NOT download website graphics, so the text description offers information they otherwise would not have.
When you have done this there are websites that can help you see just how effectively you've applied these elements to your website pages. I will share some of those later in this article.
Things to do outside your website pages
Speed things up a bit with various search engines by contacting them and submitting your website(s) and/or page(s). It is easy to do, and takes only a little time. Sometimes it takes awhile before your efforts here take effect, but it will work for you in the long run.
The top rated search engines, of course, are MSN, Yahoo! and Google. There are a host of others as well, some independent of these, others integrated with the top three. Do a search using any or all of the top three to identify other search engines you might want to submit your websites to.
In addition to doing reciprocal link swaps with other websites, you can also do something more by submitting your site and business information to Google's Business Center program.
Consider submitting to web directories and social networks
You can submit your website to Exact Seek, Dmoz or Jayde as well and possibly gain a boost to your ranking, as well as drawing more traffic to your sites.
There there's the ever-popular Twitter and Facebook social sites.
Check your results
Finally, when you have done all these things and are ready to see how well it has worked out for you, go to some of the sites that offer you a way to analyze and evaluate your SEO efforts. Keep in mind that some of your activities - search engine and directory submissions may not occur overnight, or even in a week or two. Be patient, keep doing SEO, and keep checking the results with searches and using these sites.
SEOmoz
SpyFu
Good luck with your SEO exercises. And remember: If you market, you will make it! © 2009 Earl Chessher
Perhaps a vast majority of website, Internet and Google-search-savvy people are aware of the importance of SEO and engage in weekly, if not daily, exercises in an effort to gain eyeballs for their business-based websites. It is my belief that for every one who knows how and performs consistent SEO efforts three do not. Maybe I'm wrong. Maybe not.
My readers probably all are SEO savvy to a greater, or lesser degree, but if only one of gains some valuable information from this article then I'll believe it was well worth the time to research, write and include links to potential SEO answers.
SEO? What is that?
Things you can do in the designing of, placement on and adding to the code of your website page(s) that help get your site the attention of search engines. These engines include Google, Yahoo! and MSN (Bing - currently the fastest-growing search engine on the Web according to Website Magazine).
SEO also includes things you can do beyond website page(s) content and code to improve your ranking among search engines and improve results when potential clients are looking for services you offer.
Maybe you are already being crawled by SEO "spiders" (software that searches and logs websites and pages). One way to determine if you even exist, as far as Google is concerned is to go to Google and do a search, entering "site:yoursitename.com" without the quotes.
Creating an SEO "optimized" website and pages
Things you need to know about and use include: key words, domain name, title tag, description tag, headers, body content and links in text. You will need to research, using Google perhaps as your initial search engine to locate information already on the web regarding these elements.
You can start by researching for viable, effective and valid key words at:
You will need a free Google account if you do not already have one.
• Keyword Discovery
• Word Tracker
Plan your key word usage in all areas on your website page(s) but do not get carried away - lists of repetitive key words will drive search engine spiders away, not attract them. Judicious usage is key to use of these elements.
Website page(s) code includes meta tags, description tags and key words tags. Headers, unique formatting (making subheads bold or italics), and text links inclusion in your body copy also need to be planned for effectiveness and use. Include links in your body copy text that not only take visitors to other pages within your site, but other websites as well. These links, and reciprocal links you arrange between your website and others on the Internet, will help in your SEO efforts.
For example, in this article I might include a link to another of my blogsite articles: such as What Focus is Right for Website?, or to another blog site I read, know and trust, such as In the Viewfinder by Jay Michael.
Another thing to keep in mind is that graphics and images may not be recognized. You need to identify where your images are and in addition to the graphic, find a way to enter text that either identifies the photo or graphic, and/or includes key word content. Also, some people set up their browsers to NOT download website graphics, so the text description offers information they otherwise would not have.
When you have done this there are websites that can help you see just how effectively you've applied these elements to your website pages. I will share some of those later in this article.
Things to do outside your website pages
Speed things up a bit with various search engines by contacting them and submitting your website(s) and/or page(s). It is easy to do, and takes only a little time. Sometimes it takes awhile before your efforts here take effect, but it will work for you in the long run.
The top rated search engines, of course, are MSN, Yahoo! and Google. There are a host of others as well, some independent of these, others integrated with the top three. Do a search using any or all of the top three to identify other search engines you might want to submit your websites to.
In addition to doing reciprocal link swaps with other websites, you can also do something more by submitting your site and business information to Google's Business Center program.
Consider submitting to web directories and social networks
You can submit your website to Exact Seek, Dmoz or Jayde as well and possibly gain a boost to your ranking, as well as drawing more traffic to your sites.
There there's the ever-popular Twitter and Facebook social sites.
Check your results
Finally, when you have done all these things and are ready to see how well it has worked out for you, go to some of the sites that offer you a way to analyze and evaluate your SEO efforts. Keep in mind that some of your activities - search engine and directory submissions may not occur overnight, or even in a week or two. Be patient, keep doing SEO, and keep checking the results with searches and using these sites.
SEOmoz
SpyFu
Good luck with your SEO exercises. And remember: If you market, you will make it! © 2009 Earl Chessher
Saturday, September 12, 2009
What Kind of Video Producer ARE You?
Essentially,there are 10 general categories of video producers: casual, amateur, hobbyist, part-time paid, full-time paid, inexperienced professional, experienced professional, independent shooter, ENG professional and commercial (entertainment or business) video producer.
* Casual video producers give no thought to videotaping as a business, means of income or even source for entertainment. This producer purchased or was given, or acquired a camcorder of some make or model for the purpose of occasionally recording a personal or family event.
The casual video producer infrequently pulls out the camcorder bag, charges up the battery and gets part of blowing out the birthday candles, a segment of the Grand Canyon Railway journey, carving of the turkey or unwrapping of holiday presents - maybe the kids in their Halloween costumes.
* Amateur video producers put more effort into their productions. They will shoot longer bursts, record more specific elements of events or trips, and usually pack more than one spare battery. Many of them will actually own a cheap tripod, but rarely auxiliary lighting or additional microphones.
The amateur producer might have simple, basic or free editing capabilities. Amateurs may even attempt to add titles, and "edit" out long, boring footage in an effort to make their productions more enjoyable to view. Amateur video producers tend to focus more on a given subject - trip, nature, event, birds, insects, kids, cars, women - instead of mixing all matter of content in an effort to fill the tape, hard drive or card before dubbing over to reuse their media, or starting a new tape.
Amateurs may actually give some thought to ways to make a dollar or two with their equipment and basic skills. They may have some idea that doing montages and weddings could, in the years ahead, become a decent "retirement" profession to fall back on.
* Hobbyists will usually acquire more than just a camera and a bag. The hobbyist will nearly always have a decent tripod and/or monopod, auxiliary lighting and purchase additional mics or other audio recording tools. Hobbyists will own an editing system purchased with the specific intent to edit productions into a quality finished video.
Hobbyists will seek ways to make money with their video tools, primarily in an effort to finance their real goal - producing video in an area of special interest. The hobbyist enjoys nature, or sports, chasing storms, or simply doing a better than average job of producing youth sports, even social/commnity activity videos and selling some copies.
The hobbyist seeks to make income from video primarily as a method for investing more into videotaping and editing tools to perpetuate the hobby rather than as an income source.
While most hobbyists will remain in that category, some will eventually move into some aspect of business with their video production experience, abilities and tools.
* Part-time paid video producers could be hobbyists as well, but definitely want or need, or have invested in video with an eye toward generating income to supplement whatever other income sources they have. This is usually a full-time job, or a working spouse, or one or both supplementing retirement income levels.
The part-time paid producer may or may not be considered a professional, and may, or not, consider herself to be a professional beyond being paid for what they produce. Quality may, or not, be a personal issue with their productions.
Many part-time professionals, however, consider themselves creative artists and will put in untold hours in an effort to polish their productions. Perfection certainly is often a goal for them.
While primary focus for part-time producers seems to be wedding videos, part-time video producers may find a niche in car shows, drag racing, surfing, or some other specific area or activity - so long as it generates income. The part-time producer is not always so much interested in hours vs income and cost ratios as he or she is in making a "chunk of money."
* Full-time paid video producers have invested significantly in time, money, equipment and experience with the primary intent of entering video production as an independent business. While a majority of full-time independent professional video services providers work from a small office/home office environment, others focus on establishing a commercial location - even developing a editing/production studio.
As such, the full-time video producer may or may not have achieved his or her, or the client's for that matter, desired level of professional. Interest may be as minimal as getting by, or making a living, to becoming highly successful, building and growing the business, or even expanding to a brick-and-mortar based location/multiple location level.
In most cases the full-time video producer began at one of the previously-mentioned levels with the idea of eventually moving forward into a full-time, commercially viable, video production business.
Budgets for the level of their business operations, concerns or plans will play, or should, a primary role in establishing rates for services and products. Any full-time video producer not factoring in all costs related to their business will eventually experience a short-fall and either go out of business, or have to re-enter the workforce and gear down their video business efforts.
* The inexperienced or experienced professional will reach above, or fall below, the line as established for full-time paid video producers. While the inexperienced may move up, or fall behind, as circumstances affect their business model and/or learning curve, the gaining of experience will move many of these into a higher level, often better-paid, independent professional video services provider.
* Shooters focus on establishing themselves as experts in the field of video acquisition. The successful ones focus on a specific area of production - working on documentaries, entertainment, even some areas of news gathering - and building a name for themselves. They often have invested heavily on support tools such as stabilizers, higher-end production cameras, shooting platforms and/or other rigs such as cranes or jibs, etc.
By focusing on the specific tools, and quality cameras, their area of specialty calls for, and by developing experience and professional expertise shooters can often hire out for quality pay actually earning more per hour than many full-time, full-service independents can generate. While up-front investment costs may run higher, actual operating expenses may be lower for a potentially faster R.O.I. - return on investment.
* ENG professionals can include any, or all, of the above upon achievement of experience and development of professional talent levels and working their way up the ENG career ladder.
The established ENG professional has worked long and hard, often at poor income levels, to achieve a reasonable position in this field. Perhaps the top 10-percent of this category will generate the highest income levels - the remainder slaving under often thankless conditions at entry-level, or worse, pay scale.
* The entertainment/commercial (corporate) producer has parlayed talent, experience, investment capital, equipment, branding and more into a business environment where the right connections generate the right business opportunities.
The creme does not always rise to the top here, however, and often folks who strike for this level of production, above or below the line, either fall out altogether or find themselves returning to one of the previously-mentioned categories.
These categories are based on my experience, not necessarily personal investment/involvement, as an independent professional video services provider. There are most definitely many sub-categories or alternative titles, and the success/income range within any of the above, or others, is wide.
A living, or more, or less, is available to a person with the right combination of ambition, incentive, skills and determination who pursues video production. Whatever level you determine to pursue in video business remember: If you market, you will make it! © 2009, Earl Chessher
* Casual video producers give no thought to videotaping as a business, means of income or even source for entertainment. This producer purchased or was given, or acquired a camcorder of some make or model for the purpose of occasionally recording a personal or family event.
The casual video producer infrequently pulls out the camcorder bag, charges up the battery and gets part of blowing out the birthday candles, a segment of the Grand Canyon Railway journey, carving of the turkey or unwrapping of holiday presents - maybe the kids in their Halloween costumes.
* Amateur video producers put more effort into their productions. They will shoot longer bursts, record more specific elements of events or trips, and usually pack more than one spare battery. Many of them will actually own a cheap tripod, but rarely auxiliary lighting or additional microphones.
The amateur producer might have simple, basic or free editing capabilities. Amateurs may even attempt to add titles, and "edit" out long, boring footage in an effort to make their productions more enjoyable to view. Amateur video producers tend to focus more on a given subject - trip, nature, event, birds, insects, kids, cars, women - instead of mixing all matter of content in an effort to fill the tape, hard drive or card before dubbing over to reuse their media, or starting a new tape.
Amateurs may actually give some thought to ways to make a dollar or two with their equipment and basic skills. They may have some idea that doing montages and weddings could, in the years ahead, become a decent "retirement" profession to fall back on.
* Hobbyists will usually acquire more than just a camera and a bag. The hobbyist will nearly always have a decent tripod and/or monopod, auxiliary lighting and purchase additional mics or other audio recording tools. Hobbyists will own an editing system purchased with the specific intent to edit productions into a quality finished video.
Hobbyists will seek ways to make money with their video tools, primarily in an effort to finance their real goal - producing video in an area of special interest. The hobbyist enjoys nature, or sports, chasing storms, or simply doing a better than average job of producing youth sports, even social/commnity activity videos and selling some copies.
The hobbyist seeks to make income from video primarily as a method for investing more into videotaping and editing tools to perpetuate the hobby rather than as an income source.
While most hobbyists will remain in that category, some will eventually move into some aspect of business with their video production experience, abilities and tools.
* Part-time paid video producers could be hobbyists as well, but definitely want or need, or have invested in video with an eye toward generating income to supplement whatever other income sources they have. This is usually a full-time job, or a working spouse, or one or both supplementing retirement income levels.
The part-time paid producer may or may not be considered a professional, and may, or not, consider herself to be a professional beyond being paid for what they produce. Quality may, or not, be a personal issue with their productions.
Many part-time professionals, however, consider themselves creative artists and will put in untold hours in an effort to polish their productions. Perfection certainly is often a goal for them.
While primary focus for part-time producers seems to be wedding videos, part-time video producers may find a niche in car shows, drag racing, surfing, or some other specific area or activity - so long as it generates income. The part-time producer is not always so much interested in hours vs income and cost ratios as he or she is in making a "chunk of money."
* Full-time paid video producers have invested significantly in time, money, equipment and experience with the primary intent of entering video production as an independent business. While a majority of full-time independent professional video services providers work from a small office/home office environment, others focus on establishing a commercial location - even developing a editing/production studio.
As such, the full-time video producer may or may not have achieved his or her, or the client's for that matter, desired level of professional. Interest may be as minimal as getting by, or making a living, to becoming highly successful, building and growing the business, or even expanding to a brick-and-mortar based location/multiple location level.
In most cases the full-time video producer began at one of the previously-mentioned levels with the idea of eventually moving forward into a full-time, commercially viable, video production business.
Budgets for the level of their business operations, concerns or plans will play, or should, a primary role in establishing rates for services and products. Any full-time video producer not factoring in all costs related to their business will eventually experience a short-fall and either go out of business, or have to re-enter the workforce and gear down their video business efforts.
* The inexperienced or experienced professional will reach above, or fall below, the line as established for full-time paid video producers. While the inexperienced may move up, or fall behind, as circumstances affect their business model and/or learning curve, the gaining of experience will move many of these into a higher level, often better-paid, independent professional video services provider.
* Shooters focus on establishing themselves as experts in the field of video acquisition. The successful ones focus on a specific area of production - working on documentaries, entertainment, even some areas of news gathering - and building a name for themselves. They often have invested heavily on support tools such as stabilizers, higher-end production cameras, shooting platforms and/or other rigs such as cranes or jibs, etc.
By focusing on the specific tools, and quality cameras, their area of specialty calls for, and by developing experience and professional expertise shooters can often hire out for quality pay actually earning more per hour than many full-time, full-service independents can generate. While up-front investment costs may run higher, actual operating expenses may be lower for a potentially faster R.O.I. - return on investment.
* ENG professionals can include any, or all, of the above upon achievement of experience and development of professional talent levels and working their way up the ENG career ladder.
The established ENG professional has worked long and hard, often at poor income levels, to achieve a reasonable position in this field. Perhaps the top 10-percent of this category will generate the highest income levels - the remainder slaving under often thankless conditions at entry-level, or worse, pay scale.
* The entertainment/commercial (corporate) producer has parlayed talent, experience, investment capital, equipment, branding and more into a business environment where the right connections generate the right business opportunities.
The creme does not always rise to the top here, however, and often folks who strike for this level of production, above or below the line, either fall out altogether or find themselves returning to one of the previously-mentioned categories.
These categories are based on my experience, not necessarily personal investment/involvement, as an independent professional video services provider. There are most definitely many sub-categories or alternative titles, and the success/income range within any of the above, or others, is wide.
A living, or more, or less, is available to a person with the right combination of ambition, incentive, skills and determination who pursues video production. Whatever level you determine to pursue in video business remember: If you market, you will make it! © 2009, Earl Chessher
Wednesday, September 02, 2009
What Focus is Right for Web Site
A reader and fellow video business owner whom I enjoy a great e-mail relationship recently inquired regarding my thoughts about web site development and utilization of content for marketing strategies. I tend to shoot from the hip a bit more when I respond to readers/followers and friends via e-mail. Perhaps my following comments to him will get a few comments of their own from others. Opinions welcome.
Dear Reader:
Most of the clips I currently share on my respective web sites and links are CD quality and do take as much as 60 seconds to load up and play. I settled for quality (or better quality) over speed, and will likely always go that route even though I know some people will not be able to access, or not have the patience to view. Over time I get enough who stay with me and business occurs. I can live with the numbers, and when I get all this web site URL works-in-progress stuff up to the next level my numbers should improve. This will be sooner, rather than later.
If I could afford, or trade, and retain enough working understanding of what a so-called web site developer wound up doing with my site, or the whole enchilada for that matter, then I'd not be adverse to using outside help. But web development is going to have to be what I can come up with, gleam from others and beg, borrow or create, operate, update and manage on my own. My margins are simply too small to afford a guru for my web development.
To quote your "back end" web site guru: "consistent with a video producers website," sounds like some subjective mumbo-jumbo to me, but I am always open to possibilities, so I'll listen to what somebody has to say, share or suggest. But the control freak in me usually opts out even though what is being proposed, regardless of cost, is all that and a bag of chips. I'm simply too independent.
I too am looking into how I can offer video hosting for clients and my own reels, samples, etc. I am studying the possibilities, and the affordability, and the scale-ability as well as flexibility (gosh all those "abilities!") and I will test many things on my way to continuing my personal and business web site development and offerings.
I plan to have a shopping cart, secure on-site credit card and scheduling options, etc. It will take me longer to develop all this D.Y.I. (do it yourself), but it will be along the lines of what I have in mind and not another person's interpretation of what I "should" or "could" have. I'm not really obstinate, but might come close sometimes.
My ideal of an "ideal" web site for a video production company/business is ease of navigation, simplicity of information, reduction of redundancy and elimination of rhetoric. TMI, the young people say - "too much information" so I want it to offer views of my work and various specific example of what is possible.
I want it to offer private screening, viewing or access for clients, and the ability to provide feedback for rough cuts projects leading to their final approval for production. I want to offer samples of events I've produced and the ability for those visiting who participated, or are interested in these event productions, to order on-line, perhaps even eventually to download and burn to DVD themselves. I want them to be able to provide links to share, and to be able to pay for all this via credit card and/or PayPal easily, quickly and securely.
I plan for graphics to be lean and mean. I plan to use little, if any, fancy flash-in-the-pan creative flash-type or other graphics and intros. My interest is NOT to entertain visitors, potential clients or viewers, but to provide them with easy access to the services I offer. I do not want to clutter my pages with copy or graphics and refuse to use those stupid-looking amateur spinning cameras, whirling DVD disks or some other goofy motion graphics that do nothing to provide good quality information and distract from my professional presentation.
Limited use of complimentary fonts and graphics is key. Limited (almost monochromatic) color schemes, not ghastly color mixes that induce the gag reflex in normal people. Have I given you some kind of clear idea of what I think web sites should be? Hope so. And I hope I haven't offended you in the doing.
I am of the opinion (if you haven't already, go to www.corelann.com and click on the www.californiaweddingcinema.com link in the middle of the opening page) that iWeb has GREAT potential, especially what I have been able to check out in the iLife 09 series. This site was developed using iLife 06 and there's much more interaction and capabilities now, along with utilizing a MobileMe.com account. I am looking, and leaning, in this direction even though I purchased a GREAT looking template series. I simply do not have the time and money to invest in a huge learning curve for all the software it takes to implement the template series, so it was a bad investment for me. I have access to the software, but no knowledge of it yet, so...
A CLEAN and consistent page design that each web site page adheres to, one that doesn't require a bunch of scrolling down to see it all (preferably one that each page would be almost totally visible in most screen environments); a limited color, font and graphics scheme; specific landing pages for specific marketing drives and promotions, where mention on blogs, Facebook, Twitter or other social sites will bring the curious or interested to a specific, informative and easy to comprehend landing page site. This is my ambition.
Blue is cool. Red is hot. Black is classy. Brushed metals are becoming cliche. Get the picture?
Regarding research by viewing other sites. Freeze frame, generate PDF images, or make simple sketches of what really grabs your attention, what you like, and go with that at first. Check out the web sites that consistently come out on top in your various Google searches, and try to rationalize what it is about these sites that not only seem to please viewers, but also grab the attention of search engines, spiders, bots and butt heads. :-)
iWeb is totally capable of generating some seriously effective web presence. Simplicity and ease of navigation is key to making it work - visually as well as practically.
You asked about a market for real estate video production and services.
Real estate has potential, but insider strength is the best way to get something profitable working, IMHO. And yeah, I'd have to say that industrial and commercial properties is probably better suited to independent video production service provider influence than the mentality among residential property agents that "anybody with a camcorder" can produce quality video for their walk-through needs. You get what you pay for, and many believe the price of a camera is investment enough.
You asked about various and related editing software, and putting them to use.
Over the next three-four months I intend to immerse myself into the full extent and capacity of Final Cut Pro, and all associated Apple-branded software. My plan is to eventually become so proficient in FCP and related software/hardware production that I can offer editing expertise at affordable prices and with sufficient turnaround of quality editing services and product, that many will beat a path to my door for this.
I still want to shoot, develop, create, edit and all the other, but I know my run-and-gun days are going to be more difficult as time, age and wear-and-tear on my abused body grows long. But so long as I can see and hear and have the use of my fingers (or toes - I mean if a guy can play guitar with his toes...) I can sit on my posterior and edit. Right?
And, you asked my opinion regarding Snow Leopard OS for Mac.
I ordered, and have received, Snow Leopard. Before I install, however, I will make an exact copy of my current start up disk in my Mac Pro, pull it out after testing, and also the original start up disk, and I will generate a third (sorry, this is above and beyond, but I believe in backup redundancy and preventive effort) start up system disk that I will then install Snow Leopard over the existing Leopard OS.
I am reading cautionary, but mostly good things, from people who have simply jumped into the update/upgrade and all for the most part seem happy and content.
There are ALWAYS issues, and it is best to see what is being said at Apple and elsewhere regarding certain system/software and third-party issues, needs and incompatibilities, and see if any of these specifically apply to your system, then full speed ahead.
Several people on Video University and WedVidPro, as well as Facebook are claiming total contentment and satisfaction with their upgrade installations. I am not finding an abundance of horror stories. I will do it, only not tomorrow.
Nobody is perfect, nor is ANY software update, upgrade or new introduction. They all, as we humans do, have issues. Some seem insurmountable, others are mundane and relatively unimportant in the big picture. It is always a good idea to let the antsy front runners discover the problems, report them, wait for the .1 .2 or .3 or so update, but those too usually result in a whole new set of issues. I'm an early adapter rather than a wait-and-see guy generally, but only to the extent that it never entirely undermines my "if it ain't broke, don't fix it" mentality. Is that a conflict? Probably.
Hope this helps. Remember: If you market, you will make it! © 2009 Earl Chessher
Dear Reader:
Most of the clips I currently share on my respective web sites and links are CD quality and do take as much as 60 seconds to load up and play. I settled for quality (or better quality) over speed, and will likely always go that route even though I know some people will not be able to access, or not have the patience to view. Over time I get enough who stay with me and business occurs. I can live with the numbers, and when I get all this web site URL works-in-progress stuff up to the next level my numbers should improve. This will be sooner, rather than later.
If I could afford, or trade, and retain enough working understanding of what a so-called web site developer wound up doing with my site, or the whole enchilada for that matter, then I'd not be adverse to using outside help. But web development is going to have to be what I can come up with, gleam from others and beg, borrow or create, operate, update and manage on my own. My margins are simply too small to afford a guru for my web development.
To quote your "back end" web site guru: "consistent with a video producers website," sounds like some subjective mumbo-jumbo to me, but I am always open to possibilities, so I'll listen to what somebody has to say, share or suggest. But the control freak in me usually opts out even though what is being proposed, regardless of cost, is all that and a bag of chips. I'm simply too independent.
I too am looking into how I can offer video hosting for clients and my own reels, samples, etc. I am studying the possibilities, and the affordability, and the scale-ability as well as flexibility (gosh all those "abilities!") and I will test many things on my way to continuing my personal and business web site development and offerings.
I plan to have a shopping cart, secure on-site credit card and scheduling options, etc. It will take me longer to develop all this D.Y.I. (do it yourself), but it will be along the lines of what I have in mind and not another person's interpretation of what I "should" or "could" have. I'm not really obstinate, but might come close sometimes.
My ideal of an "ideal" web site for a video production company/business is ease of navigation, simplicity of information, reduction of redundancy and elimination of rhetoric. TMI, the young people say - "too much information" so I want it to offer views of my work and various specific example of what is possible.
I want it to offer private screening, viewing or access for clients, and the ability to provide feedback for rough cuts projects leading to their final approval for production. I want to offer samples of events I've produced and the ability for those visiting who participated, or are interested in these event productions, to order on-line, perhaps even eventually to download and burn to DVD themselves. I want them to be able to provide links to share, and to be able to pay for all this via credit card and/or PayPal easily, quickly and securely.
I plan for graphics to be lean and mean. I plan to use little, if any, fancy flash-in-the-pan creative flash-type or other graphics and intros. My interest is NOT to entertain visitors, potential clients or viewers, but to provide them with easy access to the services I offer. I do not want to clutter my pages with copy or graphics and refuse to use those stupid-looking amateur spinning cameras, whirling DVD disks or some other goofy motion graphics that do nothing to provide good quality information and distract from my professional presentation.
Limited use of complimentary fonts and graphics is key. Limited (almost monochromatic) color schemes, not ghastly color mixes that induce the gag reflex in normal people. Have I given you some kind of clear idea of what I think web sites should be? Hope so. And I hope I haven't offended you in the doing.
I am of the opinion (if you haven't already, go to www.corelann.com and click on the www.californiaweddingcinema.com link in the middle of the opening page) that iWeb has GREAT potential, especially what I have been able to check out in the iLife 09 series. This site was developed using iLife 06 and there's much more interaction and capabilities now, along with utilizing a MobileMe.com account. I am looking, and leaning, in this direction even though I purchased a GREAT looking template series. I simply do not have the time and money to invest in a huge learning curve for all the software it takes to implement the template series, so it was a bad investment for me. I have access to the software, but no knowledge of it yet, so...
A CLEAN and consistent page design that each web site page adheres to, one that doesn't require a bunch of scrolling down to see it all (preferably one that each page would be almost totally visible in most screen environments); a limited color, font and graphics scheme; specific landing pages for specific marketing drives and promotions, where mention on blogs, Facebook, Twitter or other social sites will bring the curious or interested to a specific, informative and easy to comprehend landing page site. This is my ambition.
Blue is cool. Red is hot. Black is classy. Brushed metals are becoming cliche. Get the picture?
Regarding research by viewing other sites. Freeze frame, generate PDF images, or make simple sketches of what really grabs your attention, what you like, and go with that at first. Check out the web sites that consistently come out on top in your various Google searches, and try to rationalize what it is about these sites that not only seem to please viewers, but also grab the attention of search engines, spiders, bots and butt heads. :-)
iWeb is totally capable of generating some seriously effective web presence. Simplicity and ease of navigation is key to making it work - visually as well as practically.
You asked about a market for real estate video production and services.
Real estate has potential, but insider strength is the best way to get something profitable working, IMHO. And yeah, I'd have to say that industrial and commercial properties is probably better suited to independent video production service provider influence than the mentality among residential property agents that "anybody with a camcorder" can produce quality video for their walk-through needs. You get what you pay for, and many believe the price of a camera is investment enough.
You asked about various and related editing software, and putting them to use.
Over the next three-four months I intend to immerse myself into the full extent and capacity of Final Cut Pro, and all associated Apple-branded software. My plan is to eventually become so proficient in FCP and related software/hardware production that I can offer editing expertise at affordable prices and with sufficient turnaround of quality editing services and product, that many will beat a path to my door for this.
I still want to shoot, develop, create, edit and all the other, but I know my run-and-gun days are going to be more difficult as time, age and wear-and-tear on my abused body grows long. But so long as I can see and hear and have the use of my fingers (or toes - I mean if a guy can play guitar with his toes...) I can sit on my posterior and edit. Right?
And, you asked my opinion regarding Snow Leopard OS for Mac.
I ordered, and have received, Snow Leopard. Before I install, however, I will make an exact copy of my current start up disk in my Mac Pro, pull it out after testing, and also the original start up disk, and I will generate a third (sorry, this is above and beyond, but I believe in backup redundancy and preventive effort) start up system disk that I will then install Snow Leopard over the existing Leopard OS.
I am reading cautionary, but mostly good things, from people who have simply jumped into the update/upgrade and all for the most part seem happy and content.
There are ALWAYS issues, and it is best to see what is being said at Apple and elsewhere regarding certain system/software and third-party issues, needs and incompatibilities, and see if any of these specifically apply to your system, then full speed ahead.
Several people on Video University and WedVidPro, as well as Facebook are claiming total contentment and satisfaction with their upgrade installations. I am not finding an abundance of horror stories. I will do it, only not tomorrow.
Nobody is perfect, nor is ANY software update, upgrade or new introduction. They all, as we humans do, have issues. Some seem insurmountable, others are mundane and relatively unimportant in the big picture. It is always a good idea to let the antsy front runners discover the problems, report them, wait for the .1 .2 or .3 or so update, but those too usually result in a whole new set of issues. I'm an early adapter rather than a wait-and-see guy generally, but only to the extent that it never entirely undermines my "if it ain't broke, don't fix it" mentality. Is that a conflict? Probably.
Hope this helps. Remember: If you market, you will make it! © 2009 Earl Chessher
Thursday, August 27, 2009
Marketing Video to Schools
September 2009 is upon us. Already students in many districts have returned to school - some love it, others hate it, but by next week all will be back in the groove. This includes administration, staff, students and parental support groups.
It also means that NOW is the time to promote your video production services to grade, middle and high schools. Google is a great place to begin your research, both for the schools located in your service area, and the names of those whom you need to reach regarding video production services that will do something for them, their special interests, or school programs.
And their students, their schools, the parents and various support groups involved. Think PTA and related associations, flag, football, band, choral, dance, drama, grad night, graduation and the many other fund-raising and organizing booster or student-body structures. These groups focus on fund-raising and other beneficial academic, sports, social and other extra-curricular activities INCLUDING VIDEO that contribute to their events, students and goals.
That being said, it is NOT too late to put together a one-page direct-mail letter, basic postcard and/or even a relative specific or general-purpose demo DVD and get these marketing tools into the hands of the people who matter at your area schools.
This is, of course, if you are interested in diversifying and/or expanding your focus beyond a singular video production interest - wedding video, for instance. Nothing wrong with, provided you are free to offer services beyond Saturdays and Sundays, or holidays, introducing your business to a highly lucrative second-tier profit structure.
WHAT TO DO...
• Start with a one-page letter addressed to a specific department and individual:
Patric Stwewart, activities director, Spamburger High School; Coach Ted Patterson, SHS Athletic Dept.; Ima Twitter, Drama & Dance Dept., SHS. And so forth.
• Be specific in your offer, not general: Dear Ima, My Video Company specializes in productions of high school drama, dance and choral performances of two hours or less, offering opportunities for the parent support group to raise funds, or utilizing direct sales to parents, resulting in no cost to you or the school for professional video production services.
Give them a price range, in one or two sentences outline your approach to "fund-raising" or "direct sales" opportunities. ALWAYS find a way to make it obvious what's in it for them, their benefits and opportunities.
Sure, it's all about wanting their business and making money for your production company, but find a way to make the benefits to THEM sparkle like a diamond.
• Follow up with a postcard, either one of your own creation and design using decent quality card stock and a decent quality color printer; or check out a professional service like America's Printer where you can get unbelievable service and product quality for great prices and fast turnarounds.
Tell America's Printer you got their name from this blog. It might count for nothing. They might slam the door in your face, just kidding. Or, who knows, maybe they'll toss in something extra. No guarantees, but it doesn't hurt to name drop.
There are many other professional print sources but I have had personal satisfied service and quality products from America's Printer. You can find a host of other on-line, or location print services offering competitive quality and professional product in the back of pretty much any computer, video, photography or writer's publication on the magazine racks. Or, do a Google search for postcard, brochure or promotional printing services.
Your direct-mail post card should be short and sweet. Don't cram a bunch of copy on that two-sided space with the thought you HAVE to say it all. Simple, straight and to the point. For example...
Provide your choral department, students, their friends and family with professional video production of your school year productions.
An introductory price of 20 orders @ $25 will get you professional video production and DVDs for performances of two hours or less at no further cost to you, the drama department, or your school.
Check us out as www.schooldramavideo.com (not a real URL, to my knowledge) for more information, or call today (phone number here).
• Follow the one-page direct marketing letter, and the postcard with another short and sweet cover letter accompanied by your short specific, or general interest demo DVD.
If you do not yet have school event coverage you can use for this, then skip the demo DVD until you do, or until you identify resources that will allow you to provide representative examples of the coverage and production values you are capable of giving them. Always, however, be honest and up front regarding whether the samples provided are YOURS, or "representative" of what you are capable of delivering.
DO NOT offer up a wedding demo DVD or production sample in an effort to represent your production and editing capabilities, or product quality. If the market you are approaching is not a bride-to-be, or interested in wedding video production services, they WILL NOT make the link to production quality - only the huge gap between their potential video interest and your wedding sample will stand out.
Kiss THAT one bye-bye. Next!
It is important to go beyond a one-shot approach. Multiple direct-mail tools used over a six-week, or more, period of time are effective. A one-page letter, received but perhaps not even read or kept on file, will not make for success in acquiring money-making gigs.
Repetition, visibility and linkage, name recognition are important elements of a successful and effective marketing strategy. Only a consistent presentation of video ideas and services, combined with reasonable prices and an offer they cannot refuse (a get-acquainted special, for example) will get a foot in the door. Raise your target market's awareness level, and keep it high, by using a multiple-times campaign approach. You will eventually get their attention and gain valid name recognition.
Oh, and money-making gigs as well.
Remember: If you market, you will make it! ©2009 Earl Chessher
It also means that NOW is the time to promote your video production services to grade, middle and high schools. Google is a great place to begin your research, both for the schools located in your service area, and the names of those whom you need to reach regarding video production services that will do something for them, their special interests, or school programs.
And their students, their schools, the parents and various support groups involved. Think PTA and related associations, flag, football, band, choral, dance, drama, grad night, graduation and the many other fund-raising and organizing booster or student-body structures. These groups focus on fund-raising and other beneficial academic, sports, social and other extra-curricular activities INCLUDING VIDEO that contribute to their events, students and goals.
That being said, it is NOT too late to put together a one-page direct-mail letter, basic postcard and/or even a relative specific or general-purpose demo DVD and get these marketing tools into the hands of the people who matter at your area schools.
This is, of course, if you are interested in diversifying and/or expanding your focus beyond a singular video production interest - wedding video, for instance. Nothing wrong with, provided you are free to offer services beyond Saturdays and Sundays, or holidays, introducing your business to a highly lucrative second-tier profit structure.
WHAT TO DO...
• Start with a one-page letter addressed to a specific department and individual:
Patric Stwewart, activities director, Spamburger High School; Coach Ted Patterson, SHS Athletic Dept.; Ima Twitter, Drama & Dance Dept., SHS. And so forth.
• Be specific in your offer, not general: Dear Ima, My Video Company specializes in productions of high school drama, dance and choral performances of two hours or less, offering opportunities for the parent support group to raise funds, or utilizing direct sales to parents, resulting in no cost to you or the school for professional video production services.
Give them a price range, in one or two sentences outline your approach to "fund-raising" or "direct sales" opportunities. ALWAYS find a way to make it obvious what's in it for them, their benefits and opportunities.
Sure, it's all about wanting their business and making money for your production company, but find a way to make the benefits to THEM sparkle like a diamond.
• Follow up with a postcard, either one of your own creation and design using decent quality card stock and a decent quality color printer; or check out a professional service like America's Printer where you can get unbelievable service and product quality for great prices and fast turnarounds.
Tell America's Printer you got their name from this blog. It might count for nothing. They might slam the door in your face, just kidding. Or, who knows, maybe they'll toss in something extra. No guarantees, but it doesn't hurt to name drop.
There are many other professional print sources but I have had personal satisfied service and quality products from America's Printer. You can find a host of other on-line, or location print services offering competitive quality and professional product in the back of pretty much any computer, video, photography or writer's publication on the magazine racks. Or, do a Google search for postcard, brochure or promotional printing services.
Your direct-mail post card should be short and sweet. Don't cram a bunch of copy on that two-sided space with the thought you HAVE to say it all. Simple, straight and to the point. For example...
Provide your choral department, students, their friends and family with professional video production of your school year productions.
An introductory price of 20 orders @ $25 will get you professional video production and DVDs for performances of two hours or less at no further cost to you, the drama department, or your school.
Check us out as www.schooldramavideo.com (not a real URL, to my knowledge) for more information, or call today (phone number here).
• Follow the one-page direct marketing letter, and the postcard with another short and sweet cover letter accompanied by your short specific, or general interest demo DVD.
If you do not yet have school event coverage you can use for this, then skip the demo DVD until you do, or until you identify resources that will allow you to provide representative examples of the coverage and production values you are capable of giving them. Always, however, be honest and up front regarding whether the samples provided are YOURS, or "representative" of what you are capable of delivering.
DO NOT offer up a wedding demo DVD or production sample in an effort to represent your production and editing capabilities, or product quality. If the market you are approaching is not a bride-to-be, or interested in wedding video production services, they WILL NOT make the link to production quality - only the huge gap between their potential video interest and your wedding sample will stand out.
Kiss THAT one bye-bye. Next!
It is important to go beyond a one-shot approach. Multiple direct-mail tools used over a six-week, or more, period of time are effective. A one-page letter, received but perhaps not even read or kept on file, will not make for success in acquiring money-making gigs.
Repetition, visibility and linkage, name recognition are important elements of a successful and effective marketing strategy. Only a consistent presentation of video ideas and services, combined with reasonable prices and an offer they cannot refuse (a get-acquainted special, for example) will get a foot in the door. Raise your target market's awareness level, and keep it high, by using a multiple-times campaign approach. You will eventually get their attention and gain valid name recognition.
Oh, and money-making gigs as well.
Remember: If you market, you will make it! ©2009 Earl Chessher
Friday, August 07, 2009
What’s in it for ME!
What’s in it for me? People in the wedding and event industry might not come right out and say it, but this is the thought running through their collective minds whenever some video producer or photographer whom they have never before met calls them up with an invitation to lunch.
Yeah, such an approach can work. I have heard numerous people in "the business" claim that THIS is the way to start relationships with other wedding and event vendors. "Buy them lunch." "Wine and dine them." "Offer them a piece of the action." Really preposterous when you consider how blatantly obvious that is. Might as well ask: "Can I get into your pants?"
All these people KNOW what YOU want from THEM. But have you ever given serious consideration to the question they WANT to ask, and sometimes do? "What's in it for me?" Certainly not a free lunch once a month, undying friendship, constant calls, e-mails, announced or unannounced visits. Fake handshakes, smiles and personalities that the video producer tries to make real.
Let me ask YOU a question, if you dine out frequently enough. Can you tell when your server, or the greeter is seriously glad to see, seat and serve you? Are you able to see through the ones who might really try, but still come off with fake smiles, lackluster enthusiasm, over-the-top fake friendliness? Sure you are...
...most of the time anyway.
Well vendors are no different. If any of them have been in the business for very long they've been hit and bit by virtually every approach, come on, gimmick and free lunch you can imagine. They can see you coming from a mile away, and know by how you're gearing up the body language: "Ah, no, they think, another offer for free lunch, conversation requiring time I do not have or want to spend, thinking I'll throw business their way for a $15 salad."
All but most hardened of them will be turned off by your blatant effort to "get into their pants." There are a select few who will take you for all the free lunches they can get, accept all the under- (or over-) the-table kickbacks or bribes they can get, and still string you along on a one-note dance while giving you nothing in return. Well, maybe the occasional carrot.
It is going to take you a lot longer and a lot more than the time and money to provide a couple of free lunches before you will convince these people of any level of sincerity, of any degree of experience or professionalism.
So, you might ask. What CAN I do, how CAN I establish solid, fruitful, productive, reciprocal professional relationships with people in the business? How, what can I do to earn their favor, their referrals, perhaps eventually even some level of trust and friendship?
The professionals will tell you to buy lunches, press the flesh, get a foot in the door, show high quality production work commiserate with the level of the industry service with whom you are attempting to establish a relationship. They argue that once these people "really" get to know you, see you you work, view the awe-inspiring quality of your wedding video production they will WANT, even beg you to work their venue, exchange referrals, etc. because you are so good you'll make THEM look good.
Dream on.
You establish GREAT wedding and event industry service provider relationships by immediately answering the question in their minds: "What's in it for me?" You do this by giving them something personally, professionally and career-enhancing worth their while! What might that be?
Let me start by pointing out that we're all human. We all want something for nothing, or for as little effort as possible. That is why the independent professional wedding and event video services providers in this business all fight over the 22% wedge of the bridal pie that contains people "friendly" to video, who WANT video provided they can afford it, or be overwhelmed by the quality of production of the person/company offering video. Video producers battle each other over clients who WANT video instead of figuring out how to win over some of the 80% of the bridal market that really doesn't think video is all that.
The same in our approach to establishing GREAT vendor relationships. We'd all like for this to be as easy as a couple of free lunches, and of course our charismatic and glowing personalities.
Dream on.
So, you give them something of value. You're a video producer. Find out what their video related needs might be. Do they have a professionally produced and recently updated demo video? Do they need professionally produced clips of their service, business or venue for their web site? Would they like to have a quality production that can be used for handouts at the bridal shows they frequent, or business card videos they can incorporate into their direct mail marketing strategies?
Yes, those needs exist! A LOT of people in this industry have the misconception of independent professional wedding and event video services providers; that we might be accomplished, even creative and with a bragging wall full of production awards, but that when it comes to advertising and marketing video production they need a "real" professional.
While there are venues in some areas that video producers would "die for" or spend a bunch of money to be on the list (one company in New York comes to mind, spending several thousand for a place of honor on the venue's referral list) there are thousands of others that might be a bit more humble, and receptive to your video production capabilities.
These venues, services, etc. would react positively to participating in a production that they can use to promote their wedding and event business. This helps you how?
All you ask is that they accept the production upon approval of its perceived value and quality, of course; accept your promotional poster, counter display and graphically interesting DVDs and willingly and freely distribute them to their potential clients; and that they accept your wedding and event demo DVD sampler that is included on the DVD video marketing tool you have provided them.
Update these demos when you need to, or when the vendor requests it. Visit them, e-mail or call to make sure they haven't run out of DVDs, or to address problems or issues that might have come up. Convince the people with whom you have established a solid and new relationship that you are as interested in providing them with a value and service in return for their cooperation, referrals and good will as you hope they are.
Service them, but do not pester them. Show them what a REAL professional can be. The cooperative arrangement you've made by showing what is in it for them will bear fruit.
Remember: If you market, you will make it! © 2009, Earl Chessher
Yeah, such an approach can work. I have heard numerous people in "the business" claim that THIS is the way to start relationships with other wedding and event vendors. "Buy them lunch." "Wine and dine them." "Offer them a piece of the action." Really preposterous when you consider how blatantly obvious that is. Might as well ask: "Can I get into your pants?"
All these people KNOW what YOU want from THEM. But have you ever given serious consideration to the question they WANT to ask, and sometimes do? "What's in it for me?" Certainly not a free lunch once a month, undying friendship, constant calls, e-mails, announced or unannounced visits. Fake handshakes, smiles and personalities that the video producer tries to make real.
Let me ask YOU a question, if you dine out frequently enough. Can you tell when your server, or the greeter is seriously glad to see, seat and serve you? Are you able to see through the ones who might really try, but still come off with fake smiles, lackluster enthusiasm, over-the-top fake friendliness? Sure you are...
...most of the time anyway.
Well vendors are no different. If any of them have been in the business for very long they've been hit and bit by virtually every approach, come on, gimmick and free lunch you can imagine. They can see you coming from a mile away, and know by how you're gearing up the body language: "Ah, no, they think, another offer for free lunch, conversation requiring time I do not have or want to spend, thinking I'll throw business their way for a $15 salad."
All but most hardened of them will be turned off by your blatant effort to "get into their pants." There are a select few who will take you for all the free lunches they can get, accept all the under- (or over-) the-table kickbacks or bribes they can get, and still string you along on a one-note dance while giving you nothing in return. Well, maybe the occasional carrot.
It is going to take you a lot longer and a lot more than the time and money to provide a couple of free lunches before you will convince these people of any level of sincerity, of any degree of experience or professionalism.
So, you might ask. What CAN I do, how CAN I establish solid, fruitful, productive, reciprocal professional relationships with people in the business? How, what can I do to earn their favor, their referrals, perhaps eventually even some level of trust and friendship?
The professionals will tell you to buy lunches, press the flesh, get a foot in the door, show high quality production work commiserate with the level of the industry service with whom you are attempting to establish a relationship. They argue that once these people "really" get to know you, see you you work, view the awe-inspiring quality of your wedding video production they will WANT, even beg you to work their venue, exchange referrals, etc. because you are so good you'll make THEM look good.
Dream on.
You establish GREAT wedding and event industry service provider relationships by immediately answering the question in their minds: "What's in it for me?" You do this by giving them something personally, professionally and career-enhancing worth their while! What might that be?
Let me start by pointing out that we're all human. We all want something for nothing, or for as little effort as possible. That is why the independent professional wedding and event video services providers in this business all fight over the 22% wedge of the bridal pie that contains people "friendly" to video, who WANT video provided they can afford it, or be overwhelmed by the quality of production of the person/company offering video. Video producers battle each other over clients who WANT video instead of figuring out how to win over some of the 80% of the bridal market that really doesn't think video is all that.
The same in our approach to establishing GREAT vendor relationships. We'd all like for this to be as easy as a couple of free lunches, and of course our charismatic and glowing personalities.
Dream on.
So, you give them something of value. You're a video producer. Find out what their video related needs might be. Do they have a professionally produced and recently updated demo video? Do they need professionally produced clips of their service, business or venue for their web site? Would they like to have a quality production that can be used for handouts at the bridal shows they frequent, or business card videos they can incorporate into their direct mail marketing strategies?
Yes, those needs exist! A LOT of people in this industry have the misconception of independent professional wedding and event video services providers; that we might be accomplished, even creative and with a bragging wall full of production awards, but that when it comes to advertising and marketing video production they need a "real" professional.
While there are venues in some areas that video producers would "die for" or spend a bunch of money to be on the list (one company in New York comes to mind, spending several thousand for a place of honor on the venue's referral list) there are thousands of others that might be a bit more humble, and receptive to your video production capabilities.
These venues, services, etc. would react positively to participating in a production that they can use to promote their wedding and event business. This helps you how?
All you ask is that they accept the production upon approval of its perceived value and quality, of course; accept your promotional poster, counter display and graphically interesting DVDs and willingly and freely distribute them to their potential clients; and that they accept your wedding and event demo DVD sampler that is included on the DVD video marketing tool you have provided them.
Update these demos when you need to, or when the vendor requests it. Visit them, e-mail or call to make sure they haven't run out of DVDs, or to address problems or issues that might have come up. Convince the people with whom you have established a solid and new relationship that you are as interested in providing them with a value and service in return for their cooperation, referrals and good will as you hope they are.
Service them, but do not pester them. Show them what a REAL professional can be. The cooperative arrangement you've made by showing what is in it for them will bear fruit.
Remember: If you market, you will make it! © 2009, Earl Chessher
Monday, August 03, 2009
More Than A Business Card!
Business cards are certainly effective, affordable and convenient. So are brochures and fliers and posting on Twitter and Facebook about your business, services, products and successes.
But sample and demo DVDs are even better, more effective and certainly worth the time, energy and money to put together, keeping a pile of them in clam shell cases so your quality graphics show through, and being prepared at all times to hand them out just as you now do with your business cards. YOU ARE doing this with your business cards, right?
Quality DVD samples have a sustained shelf life, are easily revised in a relatively short time, and the production costs can be kept down by printing and burning them as needed. Those of you who do not have the graphics skills or printing resources can always justify the value in having a company like DiscMakers do 3-color or full-color printing on blanks for a very reasonable rate. You can keep these in stock and burn what you need as you need, knowing the graphics quality will make your demo a standout marketing tool.
Demo dvds are not like business cards, where changes in address, e-mail, web site, location, partners, etc., or those godawful untimely changes in area codes, can cost you as you dump the thousand cards you JUST had printed last week because you HAVE to update information; same for brochures and fliers. The advantage is being able to generate what you need a few at a time as needed, without breaking the bank or trying to find a place to store a thousand or more commercially created disks. Also, you can control the information, the look, the revisions, the distribution and contents without having to worry about commercial production company turnaround times, rules and/or production restrictions, over- or under-run fees, etc.
The BEST thing you can do with your free time this month is to create a broad-range demo featuring any kind of productions you have done, from weddings to graduations and celebratory parties, to birthday, anniversary or retirement and more, burn it to DVD, make a few and keep them handy. Hand them out with the same abandon you distribute your business cards. Though more expensive per handout, chances are you will be in awe of the response levels and the extended shelf life as people receiving them realize and perceive your demo is worth hanging on to or sharing with others.
Plus, demo DVDs do not become wrinkled and crinkled, accidentally washed in the machine, or tossed into wastebaskets as readily.
Demo DVD business cards in clam shell cases with quality graphics and meaningful, chaptered, selective content. Effective! Go for it! Remember: If you market, you will make it! © 2009 Earl Chessher
But sample and demo DVDs are even better, more effective and certainly worth the time, energy and money to put together, keeping a pile of them in clam shell cases so your quality graphics show through, and being prepared at all times to hand them out just as you now do with your business cards. YOU ARE doing this with your business cards, right?
Quality DVD samples have a sustained shelf life, are easily revised in a relatively short time, and the production costs can be kept down by printing and burning them as needed. Those of you who do not have the graphics skills or printing resources can always justify the value in having a company like DiscMakers do 3-color or full-color printing on blanks for a very reasonable rate. You can keep these in stock and burn what you need as you need, knowing the graphics quality will make your demo a standout marketing tool.
Demo dvds are not like business cards, where changes in address, e-mail, web site, location, partners, etc., or those godawful untimely changes in area codes, can cost you as you dump the thousand cards you JUST had printed last week because you HAVE to update information; same for brochures and fliers. The advantage is being able to generate what you need a few at a time as needed, without breaking the bank or trying to find a place to store a thousand or more commercially created disks. Also, you can control the information, the look, the revisions, the distribution and contents without having to worry about commercial production company turnaround times, rules and/or production restrictions, over- or under-run fees, etc.
The BEST thing you can do with your free time this month is to create a broad-range demo featuring any kind of productions you have done, from weddings to graduations and celebratory parties, to birthday, anniversary or retirement and more, burn it to DVD, make a few and keep them handy. Hand them out with the same abandon you distribute your business cards. Though more expensive per handout, chances are you will be in awe of the response levels and the extended shelf life as people receiving them realize and perceive your demo is worth hanging on to or sharing with others.
Plus, demo DVDs do not become wrinkled and crinkled, accidentally washed in the machine, or tossed into wastebaskets as readily.
Demo DVD business cards in clam shell cases with quality graphics and meaningful, chaptered, selective content. Effective! Go for it! Remember: If you market, you will make it! © 2009 Earl Chessher
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