So you’ve decided to make a video to get your brand out there, but you’re not sure you have the staff time. Here’s a quick walk-through of how to do all your video planning in a single day — including market research and storyboarding — and be ready to shoot tomorrow.
Note: We’ve broken this post into two parts.
9:00 am – Prepare.
Drinking your morning coffee, clear your desk, trade your office chair for the swiss ball you keep in the closet. Check e-mail (but not while holding coffee). Now down to business.
9:30 am – Establish research objectives: 15 minutes.
In most cases, you’re probably safe to just answer these two questions:
– What will my target customer find interesting in a video format based on lifestyle, age, gender, etc.
– What will my target customer respond to in a video format, based on statistics.
When you start gathering information, you’ll be looking for qualitative (or descriptive) and quantitative (or numerical) data to enlighten you on these questions.
9:45 am – Focus on your target market: 60 minutes.
Break out your customer archetype. Do you target more than one age group or niche interest group? What is your target customer interested in?
Make a list of key demographic and lifestyle characteristics of your target customer, and brainstorm a list of ways you might be able to interest them with a video topic. If you already have a topic in mind, brainstorm angles on that topic that are suited to your audience’s key interests.
(If you haven’t created your customer archetype yet, here’s a helpful video on defining your target audience.)
10:45 am – Narrow your topics: 15 minutes.
Working from your list of potential topics or angles, narrow it down to the ones that have the most potential for being produced with the resources you’ll have available, including considerations like time, budget, and equipment. Try to end up with a list of 2 or 3 strong ideas.
11:00 am – Take a quick break. 15 minutes.
Have another coffee, check your e-mail, have a morning snack perhaps. Do a quick yoga stretch or two.
11:15 am – Collect secondary data: 60 minutes.
Secondary data is essentially research that other people have already conducted concerning your customer base, and published handy reports for you to use. Focus on finding both qualitative and quantitative conclusions from completed research studies, and keep a running list of where you found what.
It’s extremely important to refer back to your research objectives frequently as you gather information, to remind yourself what you’re trying to discover about your customer base. Keep notes of key information that will help you answer your research questions, and the more specific your findings are to your video subject, the better.
When it comes to superfast research, the internet is your best friend. It’s well worth paying for membership to sites like MarketResearch.com for a fairly extensive database of consumer studies in one place.
Alternately, you can brave the great wilds of the internet on your own, doing targeted searches on Google Scholar, or searching for advertised public research papers. Publishers vary by industry so searching can be time consuming, but it’s useful in the long run to gain a database of helpful online publishers of market research that will be helpful to your video campaigns.
That concludes the first half of Video Planning in a Day — Check out part 2 here!
Questions or Comments? Tell us what you think!