This is an interactive activity to strategize with your team to find what will work for you. When you finish your brief you should not only be inspired, but confident that this direction is the creative thrust your company needs.
A caution as we get started: The creative element is not where you begin. How many TV commercials have you seen that nailed a creative concept, but left you clueless as-to their identity. All they accomplished is providing free entertainment to the station. Creativity is essential after your framework is established - no matter how clever the idea.
This process will reveal tough questions about your business, and have you analyzing what you really want to say. So here we go:
1. What do you want?
Sales? Views? Downloads? Awareness? Calls? Likes? Referrals? Traffic? Clicks? Inquiries? Links? Shares?
2. How is your company currently perceived?
Have you talked to your clientele about their perception of your company? What is your niche? What does your future look like?
3. What are you promoting about your company?
What is the best thing to promote about your company and how does that meet a need of your clientele? Is it a need that they recognize, or do they realized they have the need? These questions will help you recognize the focus of your video and help us to see that before we film.
4. If your competition has videos, what are their weaknesses?
5. Who are you targeting?
Which is the most valuable to your company? Where is each segment? Is it feasible to create videos for each segment?
6. What is your budget?
It's important to let us know so that we make as few assumptions as possible. We can tell you what we can do for your budget, and you can decide what aspects of our bid you want to tackle. By determining your budget last, you have a better idea of the investment you want to make toward your goal.
7. What can you dream up?
Now that you know what you want to do and what we can do for you, it's time to dream. You'll have an idea of what costs what, and your creativity will optimize our services for efficiency. If you take your time with this activity, the results will tell you what direction you should go. The next step is your consultation with me, where we'll set this project in motion.