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Enemies of Corporate Films

They steal your money, your time and your image.

Everyone who faces the prospect of making or ordering a corporate film (or its particular case - a presentation) must recognize them on the spot and start fighting them without waiting for them to spoil everything. By "them" we understand enemies of corporate films.

  1. Misunderstanding of objectives and tasks of the film. "Telling about the company" cannot serve as an objective. When you are asked at a job interview - "Tell us about yourself", in effect you are asked: "In what way can you be useful for us?" Same thing here. A prerequisite for us to start work is to know your objectives. Yes, this is a general rule of any marketing event, but it does not hurt to repeat it.
  2. Underestimating the emotional layer. When someone hears or sees the word "film", one automatically expects something interesting. It is a reflex. And if the audience is fed dry information instead of something interesting, the film will result in heartburn and not benefits. A film has to be interesting. Finding (or inventing) something interesting is an important thing.
  3. Underestimating the informative layer. If we get carried away with the entertainment component and do not communicate anything specific about the company (or to be more exact, we if we do not explain what the benefit for the audience is), the audience will feel cheated. The question "Why did I have to see all this?" should not arise.
  4. Commonalities and fear of details. Details reveal the essence, whereas vapid words obscure the essence. Instead of saying "we have the cutting-edge equipment" it is better to cite one but demonstrative example of this equipment, and not to worry about the fact that 99 other examples did not make it into the film.
  5. Overshooting. This English term sometimes is used to refer to a desire to show EVERYTHING. It happens if the author of the film understands the power of demonstrative examples, but knows no measure. The audience's attention span is short, and it is better to use it in a concentrated manner than to spread information in a thin layer. One good example will be remembered, ten very good ones will not be.
  6. Meetings. Unfortunately, everybody is an expert on corporate presentations and films. The same as with football, cars and politics. Nevertheless, good football, cars and politics are made by professionals. A meeting can help with setting objectives. Their delivery should be monitored by one representative, but this person must be a competent decision-maker (or someone who can help to attain their acceptance).
  7. Fixed script. Making a film is a living process, an interesting example can appear both during shooting and even afterwards. Sometimes one good interview can give a film more than dozens of shooting days. Without losing sight of the objective you should look for interesting stuff until the very last day, and not be afraid of changing something even in the process of editing. Good films find their personality precisely when they are edited - "and now let us see what we can do with all this".

Overcoming these enemies is a necessary, but not sufficient, condition of having a good result.

Andrey Skvortsov
CEO, Mercator group


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