Page 33 - BOSS Today Issue 10

client company would normally These videos are getting
be required to be away from the ever slicker, says Cutler, partly
office for longer than a day or because the technology behind
two. “The narrative must come videos and video on the internet
from the client,” he says. is so much more reliable. The
That doesn’t necessary mean days when you couldn’t get a
that the client should be super video to load, he says, are largely
media savvy. In fact, Cutler says gone. “The technical issues are
clients who think they are media becoming less of a problem
savvy can sometimes be the now that most corporates have
hardest to deal with. “They can be excellent broadband and have
over-committed to an idea and Flash,” he says. “We effectively
we try to rein them back,” he says. use proven BBC iPlayer
technology.”
Cost-effective The only real drawback to
But the cost might also surprise video marketing, perhaps, is
even the most sceptical client. “It that you don’t as yet have much
could cost anything from £2,000 chance of seeing how well your
to £20,000,” he says. When you video has been picked up: there
consider how much a national is no video equivalent of the
advertising campaign would magazine industry’s Audit Board
cost, that compares reasonably of Circulation, which keeps
well. “And remember the tabs on how many copies of a
distribution is free,” says Cutler. particular issue were sold. Return
Nor would you necessarily on investment, that elusive
have to splash out thousands quality for much of advertising,
in agents’ fees to have a is just as hard to pin down in
celebrity sing your praises. Video videos, it seems.
production, like much in life, is But Cutler says such scrutiny
affected by the whims of fashion, would not necessarily be needed
and Cutler says while using in the corporate video market.
celebrities was the in thing a few “You have to remember this is
years ago, it no longer is, partly mostly about narrowcasting,
as a result of the recession. “We not broadcasting,” he says, “We
now use celebrities much less,” he are not aiming at millions of
says, “although they may do the viewers.”
occasional voice over.” Just a chosen few watching
Camerson has produced your video, and that, he says,
videos for Sony and IBM – an IBM could be all you need.
video featuring medieval scenes
from 10 years ago is Cutler’s ■ FOR MORE INFORMATION
favourite of all the ones they have DOWNLOAD A QR CODE
done. It also produces for a large READER FOR YOUR IPHONE
number of public sector clients, OR SMART PHONE TO SCAN
including the Home Office. It has THE QR CODE (right) OR VISIT
in the past also produced videos www.camerson.co.uk or
for W H Smith, and for publishers www.bossfederation.co.uk
Collins, Macmillan, and Oxford TO VIEW A SELECTION
University Press. OF VIDEOS ON BOSS TODAY.TV

November/December 2011 | BOSS TODAY 33

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