As a video production/commercial production professional, I’ve never felt that Ryonet spends much on video production, and I don’t think that’s a bad thing. As a video marketing professional, that is an encouragement to think outside of the box and get the most bang for our buck-something I always preach is possible in this day and age of social media marketing and the internet. When the expenses are all tallied by our financing department the leaner we can run the marketing department here, the better we look… and we like looking good. Our tactic in all areas of Ryonet marketing has always been to get the most value for the money invested in the project and our video productions are no exceptions, even large projects like this year’s Cyber Monday Shoot.
Take a look at this year’s video and try and guess what we shot it for. Now I imagine you’ll guess low because this post is all about getting the most value you can on a budget. For comparison’s sake let me explain what I think it would cost for an outside video production company to come and shoot this video. Commercial production is usually not cheap and I think that a shoot like this would traditionally cost over $10,000 dollars on the low end of the production scale. Yep, that comma is in the right spot! I’m going to tell you how we did it for around $1,200 dollars, but could have pulled it off for less than half of that if we really needed to!
The first, and most important step, in producing effective video marketing that looks way more expensive than it is: use resources you already have access to. Whether that’s talented people, locations or equipment. The easiest and best way to save money and get the most for your money/effort is to plan your video around things you already have at your disposal. At Ryonet, much of our sales team are musicians on the side. The only instrument we had to buy was the piano, which we found for $150 dollars on Craigslist. Money wasn’t spent on lighting or video equipment since we already own that. Beyond that, for set dressing we used exposure units and presses we already had access to. The other items that you see on camera are the two banners hanging from the ceiling behind the drum kit; those were $300 dollars for the pair. Not too bad. Add $400 dollars for a makeup technician and we’re up to $850 dollars. The interesting thing to me about the expenses I just listed is that only the $150 dollar piano was really needed if we were really trying to keep the expenses down.
So where did the rest of the money go? $150 dollars was spent to buy specialty software to help with the lens flare in the edit and about $20o dollars for food during the shoot. When you operate with the mentality of getting more for less in your video shoots and apply it to your own marketing ideas you can easily produce video marketing content that connects with your customers for a fraction of what a production company would charge you.
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