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How To Market A Video Production Business
Posted by Anonymous on
2/25/2004 at 7:26 PM ET
I run a retalively new vieo production company in Chicago (less than a year in business), and I don't know which way to go. Who can I market to and what is the best way to do it? Anyone has any expirience with this kind of business, any ideas? Thanks in advance for your replies.
2/25/2004 at 10:04 PM
First of all, I would start out with an internal analysis of your business to find out exact wht your niche and "brand" is.
There is an excellent article here by Michael Fischler, founder and principal consultant of Markitek (markitek.com):
It gives a free and absolutely fantastic way to pinpoint what you do best and if your current marketing techniques are "self-destructive", so to speak.
Another good resource is
As far as who to market to, the possibilities are alomst endless. Physicians, new businesses, churches, car dealers, film students, screenwriters, amatuer film makers, even the public at large for converting formats of home movies etc.
It all depends on what you do best, what you enjoy doing, and how you stand out from other producers. By narrowing yourself down to a "specialty" ( or more ), you will not only find yourself enjoying what you do more than ever, but you will know more about who to target.
Another good marketing resource:
For some low-cost marketing ideas, shoot me an email at: Jett_enterprises@cox.net.
I hope this helps you get a start!
2/26/2004 at 7:39 AM
I used to work a lot in the video industry here in the UK, both as a writer and as a producer. I suspect the market in Chicago isn't all that different from London - certainly on the non-broadcast side at least. So, I may be able to give you some relevant ideas.
As Jett says, an internal analysis of your business would be helpful, but my experience of video prodcos is that this really boils down to the following key questions:
a) are you an above-the-line prodco with producers, scriptwriters and directors on tap, are you more of a "facilities" or post-prod house, or are you somewhere in between and if so, where?
b) where do your strengths and experience lie, e.g. drama, documentary, scientific, corporate, promotional, training, commercials, web-related video, etc, etc?
c) do you do broadcast (TV) work, are you all non-broadcast, or do you do both?
d) who else works in the prodco and how do you work, e.g. do you have your own kit or do you hire in / go out for post-prod, etc? Do you "wet hire" and/or "dry hire" equipment?
Drop me an email (firstname.lastname@example.org) if you want clarification on any of this - otherwise I'll watch out for your reply!
2/26/2004 at 9:35 AM
We're entering our 2nd year in business and faced the same issues. We started out with a major liquor company as a client but we didn't want our income to be 100% dependent on this one client.
We looked at the different aspects of video production - Event, Wedding, Corporate, Dramas, music videos etc. to see where we best fit in and what we wanted to specialize in.
We decided to become a full production company specializing in events and music videos since we were working with a yearly music tour.
We provide services from pre-production, production and post production.
What can assist you in defining your business niche is your past work. What work have you already developed that you can showcase on a demo reel?
Our demo reel has been our best marketing tool. we have it produced in VHS, DVD and I carry a Windows Media version on Pocket PC that I show to people who ask me what I do or want more info on us when we're working.
Publications like DV
and Computer Videomaker
was valuable in helping define my niche and are still valuable in helping me make sound business decisions.
I have also gooten good advice from
I hope this helps, if you want to talk more drop me an e-mail (email@example.com)
2/27/2004 at 8:36 AM
What do I think of that ... hmmm! I think you need to carve out a strong USP for yourselves. If the smaller-end video market in Chicago is anything like it is here in the UK, it’s fiendishly competitive. Just saying (and even showing) that you’re good isn’t going to be enough. The good news, however, is that I think you have a choice of options.
Firstly, you could capitalize on your existing experience and expand your market at the small production end where you and your team’s multiskilling expertise will continue to be very valuable. By that I mean very small corporate productions and also social (weddings, barmitzvahs, retirement parties, major anniversaries, smaller sports events/tournaments, etc.)
If there is a substantial Eastern European/Russian community in your part of the country then that would be an obvious place to develop more business, but it’s not necessarily the only way forward. Whether amongst your fellow countryfolk or not, your USP here is the way you apply your broadcast TV skills and quality to the area of the video market which, traditionally, has tended to attract mostly keen amateurs.
Secondly, are your relations with the home countries still strained? If not, there is a lot happening among the former Eastern Bloc countries and this year will be especially active as eight of them are joining the EU in May. This may seem a little far-fetched from where you sit now, but there could be some mileage in marketing your unique skills to businesses from this part of the world wishing to use Euro membership as a springboard into US marketplaces. (I know of several such businesses who have that intention, via my membership of Ecademy – see below.) Your USP here is obvious – you understand your clients’ cultures and requirements more than anyone else, and you know how to make video work for the US markets too. It may be that you would start by converting/adapting/translating locally shot material for use in the US more than you shoot new stuff, but that would probably lead to better things in time.
If this is of interest to you, have a look at Ecademy – a UK based online networking community, but with members all over the world. I’m a member and I find it excellent for business. It has a number of clubs (special interest groups) linked to Russia and Eastern Europe, including the regional Russia Ecademy and Eastern Europe Ecademy which consist mostly of members based in those regions. It’s free to join Ecademy for one month’s trial and you would certainly be able to find out if there is a market for your work as I’ve described, in that time. Go
For more information on the European Union, try this portal ...
I haven’t gone into any detail about how you should manifest these marketing messages to prospects a) because until you say whether those ideas appeal to you there’s little point, and b) I’m sure other contributors will cover that stuff well!
Just a thought, though – once you’ve decided on the best markets to go for, why don’t you put together a made-up showreel? If you own your kit there would only be minimal costs for consumables and your time. The benefits are that you can shoot material that displays your skills in the best possible light, and you can choose topics/approaches to match your chosen market areas.
If you want to discuss this further feel free to drop me an email (suze @ suzanstmaur.com)
Hope this is helpful!
9/26/2007 at 2:30 PM
We have a video production hosting site at VexVideo.com if you have company videos you would like to host. The site is open to video production companies who have professional videos-no you tube type postings allowed.
6/26/2009 at 9:25 AM
these guys know what they are doing
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