Video has become an essential component of modern business marketing strategies, allowing companies to showcase their products, services, and values in a visually engaging and dynamic format. However, the creation of effective video content requires careful planning, expertise, and a thorough understanding of the client's vision and goals. This is where the consultation process with a video production service becomes crucial.

The consultation process is a collaborative phase in the video production process where the video production service and the business client discuss the project's details, scope, and goals.

UNDERSTANDING YOUR CLIENTS LANGUAGE OR BLUE MONSTER!

Your clients blue monster is just for reference, but has particular importance when it comes to understanding your client. The following conversation with my wife will illustrate a real life example.

The backstory of the blue monster, my wife and I are traveling in the car, listening to Imagine Dragons.

1. Wife: I’m sure they had a video where there was a blue monster fighting.

2. Me: Google it, you are bound to find the song.

3. Wife: Nope, can’t find it, you know the video, he’s sitting down, and people are fighting in the background.

4. Me: I think you mean “Too Close” by Alex Clare. // Wife: Yes, let’s play it… OK, that’s the song I was thinking about

5. Me: OK, so what about the blue monster? // Wife: There’s definitely a blue monster somewhere!

6. Wife: Oh, found it, it’s a Zara Larson song, she’s being chased by a monster… I think! // Me: OK, but that monster is not blue

7. Wife: No, I know, but I have seen a video with a blue monster!

So, the point is, that until you understand what the client’s blue monster is, all those other great ideas and suggestions will mean nothing because the client is still thinking about the blue monster.

In all possibility the blue monster might be irrelevant, but until you find that out, you are always at a sticking point, and when a customer doesn’t feel like they are being heard then that can cause a lot of contention moving forward.

This means getting on the same page is key before you move onto the planning stage. In my role as video production owner this is incredibly important and given the explosion of social media over the last few decades, video has emerged as a powerful tool for showcasing products, services, and values.

But creating effective video content requires meticulous planning, expertise, and a deep understanding of the client's vision, which translates well to other business practices.

That's why understanding the client's perception of "good" or "excellent" is crucial in delivering a video that meets their expectations and aligns with their vision.

Here are some examples of how you can achieve this during the consultation process

**Ask for Specific Examples**

During the initial conversation, ask the client for specific examples of videos they consider "good" or "excellent." These examples could be videos from their industry or even videos from other industries that have qualities they admire. Understanding the elements, they appreciate in those examples will provide valuable insights into their preferences.

**Explore Their Previous Experiences**

Inquire about any past experiences the client might have had with video production or marketing. Ask them to share what they liked or disliked about those experiences. Understanding their previous encounters with video content will give you a clearer picture of what resonates with them.

**Define Success Metrics**

Discuss with the client how they would measure the success of the video project. What specific outcomes do they expect to achieve? Whether it's increased website traffic, higher engagement on social media, or more conversions, knowing their success metrics will help tailor the video to their specific goals.

**Use Story boarding and Visual References**

Create storyboards and visual references based on the client's initial description of their ideal video. This visual representation will help both you and the client get on the same page and ensure everyone has a shared understanding of the project's direction.

**Share Testimonials and Case Studies**

Present testimonials or case studies from previous clients who had similar objectives or challenges. By showcasing successful outcomes achieved for others, the client gains confidence in your ability to deliver their desired results.

**Set Realistic Expectations**

Be transparent about what can be realistically achieved within their budget and timeline. If their expectations seem too ambitious, guide them towards achievable alternatives that still align with their vision.

**Conduct Mock Reviews**

During the consultation, walk the client through a mock review of an existing video project, highlighting various aspects like script, visuals, and editing. Ask for their feedback and encourage them to express what they consider good or excellent in each aspect.

**Be Responsive and Adaptable**

Throughout the project, be responsive to the client's feedback and adapt accordingly. Show them that you value their input and are willing to adjust to ensure the final product meets their expectations.
By implementing these strategies, you'll create a collaborative atmosphere that encourages the client to express their preferences and vision clearly. This understanding will pave the way for a successful video production process, ultimately leading to a video that the client perceives as "good" or even "excellent" - a result that both parties can be proud of.

Better Planning

The consultation process lays the groundwork for success, starting with better planning. The client and I come together to explore the client's goals, vision, and target audience. But how can clients effectively communicate their desires to ensure a comprehensive plan is developed? Let's explore some essential tips for a successful consultation:

Define Your Objectives Clearly - Client: We want a video to promote our new product.

It's essential to be clear about what you want to achieve with the video. Specify your marketing objectives, whether it's raising brand awareness, increasing sales, or educating your audience. The more specific you are, the better the video production team can tailor their approach. Remember what you want the audience to see, think and feel about the video.

Set a Realistic Budget and Timeline - Client: We have a budget of £X amount and need the video ready in 6 weeks.

Clearly communicate your budget constraints and desired timeline. This helps the video production team identify what can be achieved within those limitations and prevents any surprises later in the process.

Share Inspirational Examples - Client: We love the storytelling style of Company XYZ's recent video.

If you've seen videos you admire, share them with the video production team. These examples offer valuable insights into your preferences and can serve as a source of inspiration for the creative process. It’s important for the video production team to also break down the video for you, how it was shot, schedule, rough costing it would take for them to replicate it. Understand that whilst having example videos are great, they also must be grounded that complies with your budget.

Cost Savings

Proper planning during the consultation process can help to minimize the cost of the video production project. A well-thought-out plan can help the video production service focus on the essential elements of the project, avoid unexpected expenses, and ensure that the project is delivered on time and within budget.

Prioritise Key Messages - Client: Our focus is to highlight the product's unique features and ease of use.

Determine the key messages you want to convey through the video. Focusing on the most critical aspects ensures that the video remains impactful while avoiding unnecessary expenditures on less crucial elements.

Opt for Versatility - Client: We'd like to use the video in both online ads and at trade shows.

Consider creating versatile content that can be repurposed for multiple platforms or events. This approach maximizes the video's value and reduces the need for separate productions for different purposes.

Maintain Realistic Expectations - Client: We'd love to have Hollywood-level visual effects.

While it's essential to aim high, keep in mind that elaborate visual effects can significantly impact costs. Work with the video production team to find a balance between your vision and what's achievable within your budget.

YOU DON’T NEED TO BE A MAD SCIENTIST…. BUT

Every business client has unique needs, goals, and target audience.

CustomiSed Approach

Every business client has unique needs, goals, and target audience. The consultation process helps the video production service understand the client's specific requirements and tailor the video production service's approach to the project. A customized approach ensures that the final product reflects the client's brand, style, and messaging.

Embrace Authenticity - Client: We're proud of our small, close-knit team.

Embrace the unique aspects of your business, such as your team's camaraderie or your local community involvement. Authenticity resonates with audiences and helps humanize your brand.

Tailor the Video's Tone and Style - Client: Our audience prefers a friendly and approachable tone.

Communicate your preferred tone and style for the video. Whether it's friendly and informal or professional and informative, aligning the tone with your target audience's preferences enhances engagement.

Understand Your Audience's Pain Points - Client: Our audience is concerned about their environmental impact.

Identify your audience's pain points and aspirations. By addressing their concerns and demonstrating how your business provides solutions, your video will resonate deeply with potential customers.

Enhanced Collaboration

The consultation process promotes collaboration between the business client and the video production service. The client can provide feedback, ask questions, and express concerns during this process, and the video production service can use this feedback to adjust and improve their approach to the project.

Establish a Welcoming Atmosphere

From the very first meeting, create a friendly and approachable atmosphere. Let the client know that their input is valued and encourage them to share their thoughts throughout the process.

Active Listening

Actively listen to the client's ideas, preferences, and concerns. Paying attention to their words shows respect for their vision and ensures that their needs are fully understood.

Encourage Honest Feedback

Be proactive in seeking feedback from the client. Ask specific questions about their thoughts on the creative concepts, visuals, and messaging. Encourage honest opinions, even if they differ from the initial plan.

Address Concerns Proactively

If the client raises concerns, address them promptly and professionally. Explain how any issues will be resolved and be transparent about potential challenges or adjustments that may be required.

PRO-ACTIVE NOT RE-ACTIVE

Understanding each others language, engaging in talks, leads to better outcomes, preventing issues easily with simple conversations.

CONCLUSION

Armed with a deep understanding of the client's vision and objectives, the video production service can craft high-quality video content that effectively communicates the client's message, resulting in captivating and engaging marketing materials. The superior results achieved through this process lead to remarkable returns on investment for the business client.

The consultation process with a video production service is a critical component of successful video production projects. By promoting collaboration, better planning, cost savings, customization, and superior results, the consultation process ensures that the business client receives high-quality video content that aligns with their vision, goals, and target audience