25 Feb 2014

Don't bore your clients with your kit list!

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Don't bore your clients with your kit Don't bore your clients with your kit RedShark


Your client is more interested in the videos you can create than the tools you use to make them

It is a very human trait to be constantly obsessed about what we look like and how other people view us. You only have to look at the the way most of us dread the idea of a job interview. Much of the advice out there for such experiences is geared towards how to present yourself and the type of information to give.

Such advice is interesting because it makes the whole process appear as if it is full of pitfalls for social faux pas. Yet such advice consistently forgets to deal with one thing. When you go to an interview you will be dealing with people, not robots.

Media companies and "image"

When it comes to media companies this whole idea of image is often taken to the nth level. Companies post up photos of their latest gear on their Face Space pages, their cameras dressed up to the nines like some sort of entry for a camera equivalent of Come Dancing.

Cries of how they will not compromise on image quality for their clients abound, and it is admirable that they take such pride in this. It is however something that does not need shouting about. If you really want to shout about image quality then do the practical thing and show the world via your reel!

The fact that image quality is not primarily a camera related thing these days aside, ironically such things often alienate the people who we wish to please. The client.

If you are primarily working for other media companies rather than directly for the end client, then perhaps the precise gear that you own is important to you. I say this quite often, but it is worth reiterating, but despite the way our line of work is often presented to the wider world, the great big fact is that it is only a minority of us who are working in television or film, and if we are then using a wide variety of gear is the order of the day, not just a single camera that we own.

Your client doesn't know a Sony F55 from a Canon 5D

Whether your client is the National Heath Service (in the UK), a marketing firm, the local council, or a multi-national producer of products of some sort, the camera that you own is one of the last things you should be plastering all over your social media pages and company website. Your client doesn’t know a Sony F55 from a Canon 5D, much less they even care!

There are three things that your client wishes to know.

    1.    Can you understand what they want?
    2.    Can you produce what they want?
    3.    Can they work with you?

Sounds obvious doesn’t it? Notice that I haven’t included price in that list. If you are competitive then you have nothing to fear. You don’t even have to be the least expensive. Even large companies forget these three things. However one of the most curious things that I see is small companies trying to appear big.

I can’t help but think back to an occasion where I was asked to pitch for a job to a fairly large company. I had turned up at the reception to sign in and saw that throughout the day there had been many other people from my local competition, including one particularly large firm with an impressive client list as long as your arm, and then some.

Pitching for the job

My initial thoughts were that I didn’t stand a chance. I had done freelance work for that company and knew of the big multi-nationals that they did major work for. How was a one man band who hires in crew and gear as and when is needed going to compete with such an outfit?

I was the last vendor of the day, and so the two managers who I was going to meet had just been through a full day of dealing with video production company reps. I knew that I was going to be fighting an uphill battle with these jaded souls.

Did I go in there with guns blazing, telling them all about my achievements and how wonderful my camera gear is? Did I bore them to tears with my demo reel?

No. Instead I went in there and I was honest. I told them who I was and made no secret of the fact that I ran the company on my own when asked. I had prepared an example of a video similar to what I thought they were after. It was a simple affair with no frills, but delivered the information in a precise, succinct way.


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Simon Wyndham

Simon Wyndham is the Editor of RedShark News, a professional cameraman and video producer of 20 odd years. With a background in indy feature making, he has been writing camera reviews and tech articles for as long as he can remember. When he isn't producing bread and butter corporate videos he can be found hucking the gnar on rivers whitewater kayaking and adventure sports filming.

Website: www.5ep.co.uk

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