Many people question whether making a promotional video is really effective. After all, there is no guarantee it will do well on youtube and drive traffic to your door.

However, there are other factors to consider. For instance, making a video is a feel good activity. There are people who read that statement who will not agree. I’ve seen CEO’s go green at the gills at the thought of being on camera. However, it’s being part of the creative process, as much as anything, that people get a kick out of. In my experience, having filmed with many organisations, making a video is an exciting experience for allinvolved (even the people who don’t want to be filmed!). It’s being able to see the disjointed fragments of filming, the rambling interviews, the bits of filming that didn’t quite work, blossom into a coherent message in the editing and which makes their organisation look like the bees knees (which of course, they are!).

For smaller organisations, there tends to be a real pride in working together as a team to achieve a professional film. People often well up as they talk about their passion, vision and values on camera, reminding themselves of the great things they have achieved. Then there is the anticipation of seeing the first edit, being involved in shaping the film and relishing the final cut: “I can’t wait to share it” is a common refrain.

However, there is an even better end product of making a video. Even better than reaching customers, clients and making people feel good: having a true sense of who you are and what you stand for …bottled.

I’m sure many of us have tried to come up with a mission statement at some point. Many of us will have tried to work out how to say what we stand for and communicate the difference we make as effectively as possible. Anybody who has tried this knows how hard it is. However, a very useful way of sorting all this out is to make a short film about who you are, what you stand for and the difference you make. In the process of making the film you will at some point hit the nail on the head. The videographer will capture that nail on the head, put it together with other nails on the head and hammer together, visually, and with audio, who you are and what you stand for. So if you get anybody new into the organisation, a client or you present at an event, and you want them to get what the organisation is all about, in a nail on the head kind of way, you can simply say: “watch this, we bottled it!”

To sum up, a video can make people feel important and proud of what they do and who they work for. A video is a way to thrash out what you stand for and bottle it, so that your elevator pitch and mission statement is perfectly preserved and spot on time after time. Making a video is also exciting and fun and helps team building.

Once you have taken on board all of those benefits, then the time and expense might seem less of a gamble. The prospect of it not going viral might just be outweighed by the smile it will bring to the faces you work with and the feeling of pride it will instill in the organisation. Moreover, the time you will save trying to remember how best to explain to people what you do and what you stand for.

Written By Simon Baylay Reel Eyes Films CIC