Things Are Getting Better

This past year Tweedee Productions has done work at several manufacturing companies throughout Wisconsin.  We’ve crisscrossed our great state from Fennimore to Green Bay, Milwaukee to Rice Lake for various clients.  Most recently we shot at a plastics manufacturing plant in Baldwin.  The news that we’ve been hearing is that “things are getting better.”  Companies are hiring, working multiple shifts and cranking out products.  The owner of the plastics company told us that they have been working 24/7.  In some cases, employers cannot find enough qualified workers to fill the jobs they have.  Not a bad thing in the short-term.  Nationally, recent economic reports have been encouraging.

It’s been interesting commiserating with other business owners over the tough times we’ve all gone through.  Many have told us that 2008-09 were the bad years which was also true for us.  In some cases business virtually ground to a halt and many of us wondered if it was wise to keep the doors open.  In our case, I’m glad we did.

During what has been called the “great recession” the thought occurred to me that the companies that are able to weather the storm will be stronger in the end.  When operating in a bad economy, you learn real fast what works and what doesn’t.  You learn that all major decisions are critical and that there’s not much room for error.  Ultimately, you learn to have faith in your skills and that things will get better.

Fortunately for us, our business survived.  The lessons learned over the past few years have paid off.  The last two years have brought us great success as we’ve experienced sustained growth for the past 30 months.  We’re now able to do the things that I love to do like rewarding our employees and giving back to the community.  I realize that many folks have suffered, careers were lost and companies closed.  I’m grateful we have been able to continue on.  I feel the best is yet to come!

CEO/Founder, Tweedee Media Inc.

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The cost of producing a website video

There is a very good article in the most recent issue of InBusiness Magazine about “The Online Video Phenomenon.”  The article does a nice job presenting the emergence of online video as a powerful marketing tool as well as providing businesses with some things to consider if they are thinking about creating video content for their website.

In this blog posting, I wanted to touch on one of the topics in the article where they discuss the cost of producing an on-line video:

“Overall, the cost of producing videos in high definition can range from $500 per finished minute to $3,000 and up per finished minute, depending on variables like talent, length of the shoot, and complexity of the editing.”

Obviously, that’s quite a broad range, and there are some production companies that provide a “one-size-fits-all” approach with fixed rates for production.  However, here at Tweedee productions, we estimate each project on an individual basis, because as we’ve quoted in previous blog postings:

“Paying for a produced video by the minute is like paying for a car by the pound.  There are just too many variables that make that equation unrealistic for most productions…”

So when we initiate a project with a client, we like to have a conversation with them to get a better idea about the scope of the project.  This allows us to figure out the time and resources we need to commit to that project and provide an accurate estimate.

Usually, a client will have a fairly good idea of how long they want their video to be.  But collaborating with our clients to establish a project outline and develop a budget is an important initial step because many factors aside from the length of the video (i.e. the need for music, graphics, voice over, etc.) can influence the cost of video production.  So getting these variables worked out in the planning and scripting phase will help ensure that everything runs smoothly as the production process moves forward.

We believe it benefits both parties to stay within the scope of any video project.  Our client gets the video they want and we stay within the scope of the project budget.

I hope you find the InBusiness article helpful too if you are considering online video for your company.

Thanks again,

Mac

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“Building” your video

We sometimes have people tell us what budget they’ve established for their video project idea before they tell us about the idea itself.   Although we try to work with any size budget, this situation can be very challenging for us, because the client has already decided what they are willing to pay — before they know how much it might actually cost.

My wife and I are in the process of building a new home.  It’s our first time building and it’s been an eye-opening process.  But what has helped us along has been the plan we developed with our builder.  The initial estimates our builder gathered for us from his subcontractors were based on information we provided to our him about our lot size, floor plan ideas, square footage, etc.  Throughout our building process, those initial budget allowances have provided us with a blueprint for what we can (or cannot) afford in our new house.

I’ve found myself making a lot of recent comparisons between our house plans and the scripts/outlines we create for each of our video productions.  Collaborating with our clients to establish a project outline and develop a budget is an important initial step because many factors (the length of the video, the need for music, graphics, voice over, etc.) can influence the cost of video production.  So getting these variables worked out in the planning and scripting phase will help ensure that everything runs smoothly as the production process moves forward.

If we told our builder that we had a budget of $100,000 and we wanted to build a 5,000 square foot home, we would have ended up with a huge house with no drywall, no plumbing, no lighting, etc. because that 100K would only get us so far.  So if you have some video ideas, give some thought to creating your own “building blueprint” so you can establish realistic expectations for what you want to create — before you set the budget.

“So, how much will that cost?”

We get that question a lot!  Usually it comes after a brief, five-minute phone conversation with a third level office assistant charged with “getting a number” for his or her boss.  The caller typically has very limited information as to what production elements are needed for their video.  Yet, they expect us to spit out a number that we will have to live with moving forward.  At times I’m tempted to say, “Good news!  We have a web video special running today only.  For the low, low-cost of only $1995 you get the web video, a thirty-second TV commercial, and…”  These jobs usually do not go well.

Our business development guy, Mac Chorlton, recently sent me a link to a LinkedIn discussion about production rates for web videos.  It was interesting to read about how other companies deal with the tricky issue of asking someone to pay a fee for what we do.  After reading the string of comments, I concluded that others in our field have similar problems dealing with this issue.  Obviously, there is no easy, one size fits all, answer to this question.  However, it is reassuring that Tweedee Production’s rates and the way we charge for our time are in the “video production ballpark” as compared to other video production companies around the country.

When it comes to giving a client a ballpark number for producing a video, some providers use the “per finished minute” concept in pricing.  This number typically ranges between $1,000 and $1,500.  I don’t like pricing projects this way because there are way too many variables in what we might have to do to produce a successful video.  Jack Trammell of Dallas/Fort Worth contributes this brilliant observation on the LinkedIn discussion, “Paying for a produced video by the minute is like paying for a car by the pound.  There are just too many variables that make that equation unrealistic for most productions…”  A post by Scott Frangos reads, “Rates in Portland, Oregon range from $1500 per finished minute to $4500, depending on size of team, scope of concept, and production values.”  Quite a range!

Our approach here at Tweedee Productions is to ask a lot of questions.  So, before you pop the question on cost, have a good understanding of what you are trying to accomplish with your video.  Be specific, usually the “one size fits all” approach results in a watered down, ineffective, generic video.  Once we know what the intent is for your video we will prepare a detailed budget based on fairly standard market rates and pricing concepts.  We structure our pricing the same way that Rich Dubek’s company does in Phoenix, “We bill based on set rates for full day or 1/2 day, and hourly rates for logging, script writing, and editing.”

Most of the story-based, interview-driven web videos we produce are in the $5,000-9,000 range on average.  Again, even within this narrowly defined video category, there can be a number variables that will determine the ultimate cost.  So, if someone tells you after a five-minute phone call that they can do your video for $1995, ask yourself if you will be getting a video specific to your needs.  Lauri Oliva of Miami confirms what we all know, “I always refer back to the old adage, you get what you pay for.”

Producing a web video.

Gregg Schieve

Screaming with Video

“Don’t say the old lady screamed. Bring her on and let her scream.”

– Mark Twain

Maybe “scream” is too strong of a word to use for my purposes, but are you using on-line video to “loudly proclaim” the story of your business, organization, or message?  Video combines sight, sound, motion, and emotion to create a message that helps you connect with your potential clients and customers.  Video allows you to tell a deeper story and has a more powerful impact.

Consider this:

–      75% of C-Level Executives say they watch work-related videos on business websites at least once a week (Forbes/Google Survey)

–      YouTube is now the #2 search engine trailing only Google (comScore Internet Survey)

–      Videos that are run through a simple search engine optimization program are 53 times more likely to end up on “Page One” of a search engine result than just a text-only webpage (Forrester Research Study)

A short video (up to three minutes is an accepted norm for website videos) can help you tell your story in a direct, concise, and powerful way.  In keeping with that theme, I’ll keep this blog post short because Twain also said:

“The more you explain it, the more I don’t understand it.”

Mac

Things keep changing.

The new year has brought us a new video camera here at Tweedee Productions.  And with a new camera, of course, new technology.  Well, kinda.  We’ve already been using Panasonic’s P2 technology for a couple of years.  Our new camera, Panasonic’s HPX500EFP is actually a compliment to our well used and reliable Panasonic HVX200.  Both shoot amazingly good, eye popping, high-definition 1080i video.  The 500 has a few more bells and whistles, and comes in a more traditional shoulder-mount, Betacam-style configuration.  So far, I love it!  In addition to shooting great looking video in several HD and SD formats, there are also loads of other menu settings that allow the user to customize the “look” of the camera.

The most amazing thing to me is the recording media.  Both the 200 and 500 record video and audio onto a P2 memory card.  We can record about 2 hours of high-definition video onto a 64gb card about the size of your average smart phone.  This technology is a far cry from when I started in the business.  (OK, I don’t want to sound like an old guy here – so no stories about how I used to lug my 25 pound video camera and 25 pound 3/4 inch record deck 5 miles through the snow.  Uphill.)

When I started working my first job as a video photographer, videotape field recording had just started reaching markets like Madison, Wisconsin.  Three-quarter-inch tape was the industry standard back then, employing a two-piece camera/record deck setup, and recording standard-definition video onto a 3/4 inch videotape cassette.  We were able to record a whopping 30 minutes of two-channel audio and SD video (yes, in color!) onto a tape about the size of a small Gideon’s Bible.  Years later one-piece Betacams came along with a smaller 1/2 inch tape cassette, then even smaller DVCPro and mini-DV tape formats with smaller cameras.  Today you can record fairly decent HD video on a cell phone.

So now that we are digital and tapeless, what’s next?  My colleague Dan Presser and I where just discussing the “next big thing” in video production technology while getting coffee last week.  You see, the weak link in the whole video aquisition-input-edit-output chain has always been the time it takes to transfer recorded media into an editing system.  In most cases videotape has to transfer in real-time.  With digital, large HD files may take several minutes to copy onto a hard drive.  Sure, there are some costly solutions now available that will speed up the process.  But what about this – a field camera/recording system that moves recorded images live, wirelessly, and as they are being recorded right into an edit system!  Sound far-fetched?  Yeah, well so did recording HD video onto a playing card sized device way back in 1980.

A 3/4 inch videotape is much bigger than a P2 memory card.

Gregg Schieve, CEO and Founder

show it to me

Sandy shedding some light on the internets.

a friend pointed some research out to me… The Nielsen Norman Group, a consulting firm whose founder was deemed by the New York Times to be “the guru of Web page ‘usability,’” has done extensive research into what makes websites successful:  1)nothing higher than a sixth-grade reading level on the home page;  2)more “scannability” — highlighting, color-coding, bullet points; and  3)one idea per paragraph.

but maybe the most interesting bit was if you’re trying to reach young people – they don’t have the reading ability, patience or research skills to successfully complete what they set out to do online. kids now-a-days have a very different learning style. they don’t read, they watch – tv, youtube, web video.

my take-way (from reading all those words): the best way to reach your online audience? VIDEO.

no one, if you’re 8 or 80, wants to spend tons of time wading through a boatload of verbiage.  get my attention, get to the point and don’t waste my time.

we tried this experiment with the tweedee productions website. instead of a bunch of words, we did videos, lots of videos. we kept them short, interesting (in my opinion) and entertaining. we tried to eliminate as many written words as possible.

some of our clients have seen the light. they’ve started doing video newsletters instead of emailing newsletters full of words, articles and clip art. the vnl allows them to highlight their important industry news and map out articles of interest that drive clients to their website for all the details.

with the holiday season upon us…. instead of bogging up your snail mail with cards you’ll toss in the trash, we’re sending out this video greeting. no natural resources wasted. its short, sweet and filled with the spirit of the season.  happy holidays.

now if you’ll excuse me, i have to get back to my youtube.