Three Important Questions To Ask A Potential Video Production Company

How to narrow narrow your list of potential production companies and develop a comfort level with the one best suited for your project.

I previously posted 5 Insider Tips On Finding The Best Video Production Companies. That article was geared towards helping those searching for a video production company on the Internet. In this post we take it to the next level, assuming you have narrowed down your choices to a few select production companies based on your research. There are obviously many questions you will be asking a potential video production company, but here are three important ones to ask first.

 Has your company done this type of video production before?

Some production companies tend to specialize in particular types of projects, such as tv commercials, training courses or web videos. Most companies however, depending on their years of experience, have produced a large variety of projects. Its simply the nature of the business. They have a diverse group of clients, each having specific needs. One day the crew may be in the studio shooting testimonials for an auto dealership and the next day be flying offshore to document a new oil and gas platform; or they may be back in the studio shooting super slow-motion of shrimp flying through the air (been there, done that).

All production companies are eager to show you their work. If they’ve done their homework, they will demo videos that are somehow related to your type of project. If you want to make a marketing video for your industrial widgets, ask to see examples of other marketing or sales videos. If you need a public affairs or non-profit advocacy presentation, can the company show you anything along those lines?

While this question is helpful in gauging experience levels, don’t despair if the company can’t show you something closely related to your project. Depending on the market, age of the company, budgets and other factors, it could be that no production company on your list has that precise experience. In which case, you’ll need to rely more on your comfort level that the company can do what it says it can do.

That being said, I can easily think of cases where you should go the extra mile to get that comfort level. For instance, you need to shoot video of your new CEO, who has allotted all of 15 minutes of his busy schedule to get the job done. This is probably not the time to make a couple of phone calls and hope someone shows up. Or, important political dignitaries will be in town to tour your new facility; marketing wants to put a three minute video on your web site by early the next morning. Can you trust the kid who shot your cousin’s music video to handle the job? Maybe, but I’d sleep better knowing a seasoned crew had my back.

What is the video production process?

There are many variables that go into producing a video and each production company has its own style and approach. If you are new to the production game, you’ll want a company that can handle the entire process, from concept to delivery. Ask them to walk you through the process, including creative concepts, scripting, shooting, editing and even packaging the final product.

There are no right or wrong answers here, but you want to feel comfortable that you understand and will be included in the process. What are the major production process milestones? At what point can you make changes without incurring extra costs? How much input will you have in the scriptwriting, choice of on-camera talent or narrator? Is there a contract and what are the payment terms? How will they accommodate a change in the deadline (this happens more frequently than you can imagine)?

If you are particularly impressed by one of their videos (let’s hope  so!), ask for the story behind the project. Why were specific styles or techniques chosen? How long did it take to produce? How was the video successful for the client?

There is one important caveat: you can’t expect a company to deliver creative concepts or provide a detailed schedule early in the relationship or before you have signed a contract. That is what you are paying for; it takes a lot of time and expertise to properly plan and execute a production. In their eagerness to win the work, production companies will jump through hoops to get the job, but there has to be a limit on what you can expect for free.

Who’s on the production team?

As you have no doubt realized, making a quality video of any substance is a LOT of work. The location shoots can be long and tedious, the editing can be mind-numbingly boring and the deadlines can seem impossible. You will be spending a lot of time with creative professionals that are trying to accommodate your requirements, stay on budget, meet the deadline and balance you job with those of other clients.

Film and video production is not a 9-to-5 job and those who successfully mature in the business are quite passionate about what they do. You need to feel comfortable that you can work closely with the key team members on your project. Typically, you will want to meet with: the Producer for your project, who handles logistics, scheduling and budgeting; the Director, who is responsible for executing the creative concept and capturing the appropriate footage; and the Editor (or post-production supervisor), who is charged with bringing all the pieces together to create your finished video. In some smaller companies, these roles may overlap.

If your project has a heavy emphasis on animation, special effects, aerials or other more specialized fields, you should ask who will be executing those aspects. Many production companies advertise they can do it all in-house. While that can be an advantage, it can also be a limitation if the in-house staff isn’t fully qualified in that specialty. A confident production company will let you know when its time to bring in appropriate outside crew or talent to get the job done properly.

I should also mention the role of the sales guy (aka Marketing / Business Development Director). If you are visiting with the production company to discuss your project, then he or she has done their job. In my experience, marketing may not thoroughly understand the entire process and also doesn’t know how to say no. This can lead to exasperating confusion on both sides of the production. Ask who will be your main point of contact once you have signed the contract; typically this will be the Producer or a Production Coordinator. At any point in the process, if you feel you are not getting what you paid for, ask for a meeting with the owner of the company. If your concerns are remotely legitimate, they will be quickly remedied.

Summary: Three Important Questions To Ask A Video Production Company

So, at this point you’ve narrowed down your list of potential production companies, viewed their work, learned something about their production process and hopefully met some of the key team members. Next, you should be prepared to answer some questions from the production company. In order to devise an appropriate creative approach and give you an accurate estimate, the company needs to have a thorough understanding of your corporate culture, your products and your market. Alas, that’s another topic for a different article.

Please share any additional insights or questions you have in the comments below.