Once you’ve decided on producing a video for your food business, consider where you will use it, who it’s targeted at and what you want it to achieve.
If you answer these questions and find that the video is predominantly being used as a digital online tool, then unless you are planning a media buying campaign to place the content, it’s likely that multiple videos across a carefully managed timeline will be more cost effective than a single super video.
Once you’ve decided on the amount of video required and have chosen your video production company, this is what should happen:
- Your allocated in-house resource, ideally from the marketing team, will provide a detailed brief for each video; what sort of look, feel, style is expected.
- The food designers at the video agency will create recipes for your product/s which in turn will be incorporated into a script and/or a storyboard.
- The recipes and storyboard will be signed off by you
- A date is set for filming, which is scheduled in a studio or on location at a suitable house (with two kitchens)
- Pre-preparation starts and requires constant liaison with your in-house resource about propping the set (what textures, colours, kitchenware will be used), buying the food to make the recipes, cooking finished recipes for pack shots, scheduling the order of the shoot, designing the lighting, booking a presenter (if required), etc. This can be a fairly short period but is as intense as prepping for any photo shoot.
- After filming, set deadlines for getting the various versions of the edited videos uploaded for you to watch and amend.
- If a voiceover is part of the envisaged video, make sure that you have signed off the commentary artist and that the script is absolutely correct before recording. Many videos are supplied in the first phase with a guide voiceover to ensure the script works with the now filmed material.
- Give clear instructions about the delivery file formats you require for your videos
These are the key stages in a step-by-step process which differs from other creative disciplines because the order in which each step is taken cannot be changed. To go back requires each stage to be re-applied, sometimes at great cost.
Understanding this fundamental of video production will save time, money and effort but produce high-quality video which will enhance the value of your brand to a public hungry for food content.
Find out more about how to make great video by downloading Mendip Media’s Client Brochure.