Budgeting
Video Sizzle

by Bob Settineri
Producer, Sierra Productions

" I know the power of video and what it can do for my business, but how can I get the most for my dollar?" Here are step-by-step answers from the producer/owner of Sierra Productions in Irvine, CA. Bob's expertise extends well beyond the MLM industry, from bio-medical clients to his original animated Mogul Mike, adopted as America's ski safety mascot.

The Production Company

      Creativity is the key to a good production. When you're scouting for a production company, ask to see a couple finished tapes other than their demo tape. As you review the tapes, it's easy to be dazzled by special effects, music, set location and even the actors. Keep in mind that the real issue is salesmanship. Did the tape sell you? Did you thoroughly understand the offer? Did they present the information quickly and to the point? Do they hold your attention and urge you to take action?

      No matter how good the tapes are, check references. Call some of the company's clients and see if they are happy with their production. Find out if it was finished on time and within budget, and most of all, the quality of service they received.

      Your prospective production company should have many completed and well-received programs under their belt. When you meet the producer, ask how they might compose a specific segment. How quickly they respond with ideas can also be a good indicator of their creative ability.

Format

      Simply, format is the type and quality of the video tape used. Quality varies dramatically. For the most part you can say that 3/4" is good, 3/4"SP is very good, Betacam is great and Betacam SP is fantastic. Anything else is questionable. Quality is also dependent on the camera used. The latest three-chip camera affords the best quality.

Pre-production

      This is the stage to fine hone budget parameters. If you have a round-figure budget in mind, tell the producer up front. After you define the promotional message, outline major points that need to be addressed, and pinpoint your target audience, ask your production company to give you a price range for accomplishing your directives. Keep in mind your needs not your desires! You can get a Mercedes, a Chevy or a Geo. Each will get you to the same place, but if you want to go in style you have to be willing to pay for extras. An innovative producer can deliver a Mercedes for a Chevy price. Let them guide you through the tricks of the trade and options to most affordably suit your needs. Always consider the impact on the final production before you choose to reduce the budget.

      Ask for a complete breakdown in cost for your production based on your defined parameters. Discuss each line!

      Stock footage is probably the most widely used way to shave a budget. It's particularly ideal for that long shot of a vacation setting, yatch, limo, or lear jet. When you cut from an elegant shot of a mansion to an inside shot, the viewer just naturally perceives that the room is inside the mansion they just saw.

Graphics

      These wonderful devices can turn into a vice if you let your appetite run wild. There are a myriad of computer graphics: 3D animation, page turns, aerial moves, pushes, pulls, mapping, video on video whirling and twirling ad infinitum. These are whistles and bells of the industry. Are they necessary? Some definitely. Graphics can rivet attention and add extra appeal to the imagination.

Editing

      Another way to save money is to utilize "off hour" editing rates. Many production houses offer discounted evening rates. I strongly recommend that you have a key decision maker from your company present at the "off line" edit. Any changes required are far easier and less costly to initiate during the "off line" edit, versus the "on line" or final assembly.

      Whether your goal is to attract new distributors, motivate and train existing ones, or encourage expanded product usage, your video has to stand out. Remember, too, that the viewer has become much more sophisticated over the past few years through mass exposure to videos. The more time you invest in planning, scripting and communicating with your producer, the better the chances for success.