Question

Topic: Strategy

Strategy For Video Production Company

Posted by Anonymous on 2/8/2013 at 8:57 AM ET 500 Points
I've taken on the role of business development manager for a high quality video production company. We have a staff of producers, videographers, and editors that are very talented and have done work for very large companies across the US. Most of the work they've taken on have been supplementary videos for our corporate events company though. We do corporate videos, animation, large scale internal communications delivery, and digital development. I'm having a hard time choosing a strategy to best approach developing new business for the company, as video is a broad topic that almost every business needs, but that small businesses cannot afford. I don't have much support in the way of collateral as we're going through a rebranding/positioning that may take some time to complete before I have anything useful. Do you have any suggestions that might help me narrow my focus and make my outreach most efficient?<br /><br />Thank you to everyone in advance!
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RESPONSES

  • Posted by mgoodman on 2/8/2013 at 9:14 AM Accepted
    I'd try to narrow the options by identifying one or two successful projects you've completed and then finding other prospects in the same industry, or the same geography, or with the same problem to solve. You will go nuts if you start by saying "every organization is a potential client."
  • Posted by Harry Hallman on 2/8/2013 at 9:19 AM Accepted
    Since you have an event client base I would use them to assist you in getting into other departments of the client company\ies. Training, marketing, etc. would be good starts. This should be the path of least resistance to start with.

    Since you are a "high quality" video production company that means you probably have overhead that will keep you from competing in the small business area.
  • Posted by Jay Hamilton-Roth on 2/8/2013 at 1:43 PM Accepted
    My suggestion is to develop white papers to prove your thesis that "video is a broad topic that almost every business needs". Specifically, what's the ROI for developing professional video (as opposed to doing it in-house with basic tools)? If you can prove the value, then you have a straightforward pitch to make to your target audience.
  • Posted by Gary Bloomer on 2/9/2013 at 9:40 AM Accepted
    Consider the clients you've already had success with (and ask them if they'd be willing to participate in a series of filmed interviews). You then approach clients in related niches, you show them the social proof and the results you've created for other SIMILAR companies, and you then present your video production skills as a series of benefits that place the imagined futures of your new prospects front and centre.

    You essentially tell your prospects "Imagine your clients seeing your company in THIS way, as a professional, results-driven company ..." This puts your prospect in imagination mode, which is THE most powerful mode you can market in because you're marketing to people's compulsions.
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