10 Production Tricks to Maximize Your Budget
Film can be a powerful tool to connect your brand to your audience. In today’s world, audiences are more captivated by the quality of your creativity, which does not necessarily require a massive budget. And while it may be tempting to cut corners to save a buck, teaming up with the right agency partner is what really makes your investment worthwhile. Here are some tips on what you can do to make the most of your budget, and get the end product you truly want.
1. Start with knowing your needs
Knowing where your video will be used, who your intended audience is and what call to action you want them to take is important to know pre production. You should also know the specifics of how you want to execute your video – how long will it be? Can you shorten it? Are you looking for something more script-driven or docustyle with interviews? Do you want motion graphics? And what energy level do you need? Not being able to answer these questions can slow down production and greatly increase costs.
2. Great creative work starts with a great brief.
The more you understand your objectives, audience, call to action, and distribution plans, the easier it will be for your agency to work effectively and the better you can stick to your budget. Take everything from step one and consolidate it into a one page document, being sure to include a budget range to avoid spending unnecessary time negotiating with your agency partner via procurement. It is really important for you to know your business objectives before your project begins.Think of the brief as a roadmap and a contract. It should illuminate the way but also set the parameters for where not to go. . This should create the right environment for your agency partner to be creative. Have a kickoff meeting to discuss the brief in detail to ensure you and your agency partner are on the same page.
3. Plan for a content rollout
Often an afterthought, creating a content strategy with deliverables and specs can inform your entire approach to your shoot and ensure you gather the right content to cover all of your needs. It can be the difference in running the same spot for 12-24 months and having fresh spots ready to release monthly.
4. Take your time in pre-production
Like in most aspects of life, preparation is key. Going to set with the right equipment and a lean, knowledgeable team who is clear on your objectives is an investment that will not only give you a final product that exceeds your expectations, but will prevent you from wasting valuable time and resources shooting the wrong footage. Also, be sure to take the time to scout and build out an approved schedule, directors treatment and shot list to ensure the day runs on-time and smoothly.
5. Don’t sleep on the logistics
While communicating, be responsive and take care to meet deadlines you’ve set for your internal stakeholders. It’s very important to keep an open dialogue between your internal team and agency, ensuring all are aligned on expectations. Start the conversation and let your partner take it from there, staying copied so you can jump in when needed but not keeping the mix of calendars and schedules on your plate.
6. Leverage economies of scale
Do you have projects on the horizon that you could also shoot during this production? Working on a series of commercials, films, or promotional videos simultaneously will not only save you money but will also give you a more consistent look. Additionally, think of a variety of other uses for the footage you are capturing, such as Instagram stories, Twitter posts and even behind-the-scenes teasers. You’ve hired the film crew for the day, so take advantage of getting footage to build out your library for not just this job but upcoming needs as well.
7. Prepare for the voice over session
Voiceovers can make or break a project, so it’s important to consider your talent carefully. How will audiences react? Does the voice fit your brand? Since sessions can be costly, you’ll want to be prepared beforehand. Make sure you’re happy with your script, including any prepared alternative lines. Audition talent beforehand to make sure they can deliver what you need. For your official session, try having them read the script at different speeds and with different emotions to ensure your agency has options and doesn’t have to go back for a second round. Always plan to bring alternate lines.
8. Social first
If you really want your dollar to go far, shoot content for social rather than focusing on a singular tv or OTT spot. Your brand will still have the ability to reach a wide captive audience but you’ll be able to get more content in front of them for a reduced cost. heavy worked with the University of Buffalo to create the Boldly Buffalo campaign, a series of 88 pieces of content created all from the same production. Rather than fit everything into one video, this campaign segments their messaging, creating more touch points with potential donors throughout the season. In doing so, it has helped the university bring in a record number of donations.
9. Accountability is everything
When giving feedback, try to be precise. The more specific you are, the easier it will be for the team to give you what you want , which will save you the costs of additional rounds of edits later on. If the project is falling short of the goals you mentioned in the brief, now is the time to let them know.
10. Enjoy the win
You’ve created content you can take pride in and that’s a win. Celebrate with your internal team, agency partner and all of the talent who helped bring it all together. Putting a production together is no small ask so make sure the entire team gets to enjoy the celebration.
Ultimately you and your agency have the same end goal – to create great work. Keeping open communication, while following the above tips will help put you on the right path to obtain a final product that both fulfills your original objective and resonates with your audience.