You just can’t beat the dynamics. Let’s look at some of them.
This is real show time – there is nothing that is staged, stilted or cosmetically enhanced. The visitor is taken on a tour of the business, often introduced by the owner. Whether the location is a dental office or a manufacturing plant you just can’t replicate the feel and ambiance of the business in a studio.
I also like it when the commentary is done by and in the words of the “host” be that the owner or a key employee of the company. This is your business, this is what you do, it is your story and no one can tell it with the same depth of passion and conviction than you can because your message is born of personal experience and knowledge and that spells AUTHENTICITY and trust.
No doubt you’ve seen the studio jobs. Yes, they can be impressive. Lighting, slide show dynamics, b-roll looping in the background and a professional spokesperson delivering your message. It may look professional but there is no getting around the fact that it looks staged and often comes across stilted.
Location trumps studio in the authenticity department every time.
Let’s face it business is a relationship deal and this is particularly important in the small and medium business market – you know, before you become a national brand, before the big time contracts are sealed, before your logo is recognized and is known what it stands for – before all of that happens you have to develop strong relationships with your customers.
And, in today’s fickle world, relationship building is more important than ever before. Video influences discovery and engagement and it is expected that by 2014 90% of internet traffic and 66% of all mobile data will be video – what better way then than to begin your relationship with your customers right here and right now, from your own location in your own words.
Engage your online visitors with your story, show them what your restaurant looks like not just up front, but behind the scenes where the dishes are prepared, the cleanliness, and the care and pride with which the server delivers the masterpiece.
Location is equally important whether it is to show the hustle and bustle of your kitchen or how state of the art technology is utilized in your widget manufacturing plant. People like to know more about the businesses they support and the people who run those businesses.
You know the old saw about he who hosts calls the shots, or in this case, the shoot.
Let’s be honest here. A video shoot can be somewhat unnerving, especially if this is a new experience for you. Selecting to do the shoot at a location of your choice implies by default that you are familiar with and are comfortable in its surroundings as you have a degree of control over the environment.
The camera is master at picking up on nuances, the expression, the perhaps less than perfect but nonetheless honest delivery, and the ease with which you move about your shop or plant makes the viewer feel like a welcome guest. All this helps to build authenticity, trust and lay the foundations for relationship building as well as confer authority and leadership in your industry – all dynamics which can’t be replicated in a studio.