Frame Rate

Everyone has their own system of filing and archiving, but whatever that system is, be sure to adhere to it. Otherwise things could get messy down the road, because you never know when a previous client will call you up and ask for a file on a job that’s at least five years old. That’s when your filing system is put to the test.

This morning I came in to the office and checked email (as I always do). There in my inbox was a message from a one-time client, needing files for a job I did back in 2005. I immediately thought, “There’s no way I have a copy of that. I gave everything to her.” So I went and checked the job file, and sure enough, I had filed away an extra copy for my own records. Let that be lesson #1 - Always keep duplicate copies for yourself. Don’t give everything to the client.

Here’s a quick run-down of how I store and archive client projects:

• Once the job is complete, I leave all elements on my hard drive for 45-60 days.
• When I get approval from the client and I see that no more work is needed for that particular project, I do two things: 1) Make a master copy of the project onto both tape and DVD, and 2) move all raw elements to an external hard drive for archiving.
• Over the next several months, I wait and see if the client will use any of these elements for various projects. If there are no repeat jobs for this client, I usually remove all the raw footage from the hard drive to free up space for new jobs. However, I still retain all the project files from my editing system. That way, if I need to revisit this project again, all I have to do is reload all the old footage. My logs, edit points, effects, titles, etc. remain intact because I saved the project files.

In video production it becomes very important to have an efficient and organized archiving system, because video files take up so much hard drive space. Your system is probably different from mine. Some people put everything from a single project onto an external hard drive, then label the drive and store it on a shelf. Some people use big rubber maid tubs to store everything from a particular client. Me? I use a CD/DVD tower to organize my clients’ master DVDs, tape racks for all raw footage and master tapes, and file folders for all paperwork. It’s important to find a system that works for you.

I’d be interested to know what everyone else is doing to archive old projects.

In an earlier post I discussed the importance of conducting research before entering into development on any marketing/advertising effort. When dealing with a client, it’s important to set aside time for an initial creative interview. I have a graphic designer I work with who will never start any project without first sitting down with the client to discuss the needs of the business.

But how are these initial meetings conducted? What do you talk about? How do you know if you’re asking the right questions?

Ultimately, being able to conduct an effective initial interview will come with practice. And the questions you ask will depend on your particular discipline. I might not ask the same questions as a graphic designer would, because I deal with video production.

As you work with more clients, you will be able to refine your interview skills and quickly mine those nuggets of information that will aid you in your creative development. Here are some questions that I usually like to cover in my initial creative meeting:

1. How do you plan on using the video?
2. What’s the size and scope of the project, as you see it?
3. What’s your time frame for completion?
4. What are the objectives for this video?
5. Who is your audience, as you see it?
6. What do you feel are the main selling points of your business?
7. Does your business have a mission statement? What is it?
8. What objections might people have to buying from you, or using your service?
9. What are your short-term and long-term goals?
10. How do you want the public to perceive your business?

From this initial interview, you need to find the core PROBLEM that your efforts will SOLVE. These questions are by no means set in stone, and you don’t need to limit yourself to asking only 10 questions. Sometimes the client has thought about these things, but often they need you to prompt them into evaluating themselves and their brand. Be sure to take a lot of notes throughout the meeting and feel free to jot down a few ideas during the meeting as they come to you.

In my previous post I mentioned that I recently had the opportunity to work as a consultant with a new client, teaching her the basics of the video production process. Training others in my profession is fairly new to me, and this was the first time I had done it in a formal setting. In retrospect I think everything went very well. Allow me to run down a few of the things I learned. The lessons gained might help you with similar projects, or with client relations in general.

1. BE PREPARED - Two days before my client was to arrive I sat down with a co-worker and we went over all the things we needed to cover in our two day session. Not only did we discuss the important topics, but we also discussed how we would apply the technical skills to the practicality of producing a video. This is a lot better than waiting until the client shows up and saying something like, “Um… let’s see… where would you like to start?”
2. PROVIDE AN OUTLINE - Much like a syllabus from Algebra 101, the outline will allow the client to know exactly what will be covered and will give him or her space to take notes when necessary.
3. KEEP THINGS FLUID - My client came in with certain expectations and a certain knowledge before we even got started. There may be things your client already understands. Give them the opportunity to tell you what they’re looking for. This may take you off topic a little, but don’t worry. Listen to their thoughts and questions. Address them if a simple answer is required. If more groundwork needs to be laid first, then gradually come back to your outline and lay the foundation.
4. ALLOW THE CONCEPTS TO SINK IN - This is where I made one of my mistakes. While discussing the topic “Depth of Field” I moved too quickly into the next subject before giving my client time to absorb the information. Plus, I had neglected to let her handle the camera herself. Don’t move too quickly. Give the client time to go over the material another time if need be. And definitely let him or her get their hands dirty by using the equipment.
5. DON’T JUST TELL, DEMONSTRATE - It’s one thing to listen to someone talk about working with cameras, lighting, or grip equipment. It’s another thing entirely to listen as you watch them work with that equipment. If you find yourself training someone in any skill, whether it be cinematography, drawing, painting, photography, sculpting, etc. show your client by demonstrating techniques yourself. This is where it may be helpful to have an assistant with you. My co-worker and I worked in tandem during our two-day training sessions - I would instruct while he demonstrated. I would instruct while he set up equipment for the next lesson. Or he would instruct while I sat in during a lighting demonstration.

When we concluded, I felt that the training was a success, but did feel that we fell short in certain areas. However, the main goal here is to give your client, student, etc. the information he/she needs to go out and start developing his/her own craft.

We all know that politics can be a very volatile subject. In the months leading up to the election we heard some heated debates from both sides. And now that the election is over, we have a group elated beyond belief, and a group depressed beyond hope. We all feel strongly about our views on the issues, but the question is, “Can those views hurt you in the business world?”

I’ve been reflecting a lot on this question recently. As any business owner will tell you, word of mouth and strong client relationships are the key to operating a successful business. If any of these two things break down, the business will be sure to follow. Now that we’re in the age of Web 2.0, anyone can voice their thoughts and opinions on the internet for the world to see. Is it wise for a business owner to blog about his/her political views when such opinion might offend a potential client/customer who reads them? I’ll admit that I am politically conservative. I will also admit that I enjoy blogging, but I am also working hard to build a successful business. Should the business owner keep quiet on such things, or should readers understand that we all have varying opinions and we don’t have to see eye to eye on all the issues?

There are many ways for an entrepreneur to generate leads for his or her business, and I am always on the lookout for new and creative ideas. Although nothing beats good word-of-mouth, I have found that a sense of competition may drive qualified leads to inquire about your services.

Currently I am doing some work for a non-profit here in Birmingham. I will be producing an updated video that will be used at seminars and conferences. My client is a member of several organizations that host these seminars, and so I decided to contact other members to see if they too would be interested in what I have to offer. Finding members of a particular business organization isn’t that difficult. Most have a directory on their website. I started contacting the businesses one by one and sending out emails (*Note: When sending out emails, always try to find an individual to whom you can send the letter. Using the general inquiry online forms are impersonal and are rarely returned.).

In my email I mention who I am and from where I received their contact information. Then I mention how I am currently working on a marketing video for another member of the same organization. I also mention how this particular video will be used. I then offer to send the individual a copy of my demo reel and encourage them to write back.

I’m not saying that people will write you back 100% of the time if you adopt this method for lead generation, but some will respond positively. When these individuals realize that their competitors (who attend the same conferences) are out there producing up-to-date, professional videos, then they are more inclined to do the same thing. So use competition to your advantage. If you are currently doing work for a client, start contacting competitors and see what happens.

Back in the day when I was first starting out, friends asked me to produce their wedding videos. I was happy to do it. After all, I went to high school with these people. They were good friends. I didn’t worry about contracts in those days. Life was carefree and full of gumdrops, and flowery meadows, and unicorns… and then, reality hit. I was filming a wedding for a good high school friend. She was getting married in Georgia, and my biggest mistake was forgetting to account for the time difference. Georgia is one hour ahead of Birmingham. Compund that problem with the fact that the directions we received were bad and we show up just as the wedding is starting. After I delivered the final video my friend called and asked for an additional discount because she expected more professionalism. I honestly was hurt, because she and I had been great friends in high school. By the time the situation had been resolved her attitude toward me was different.

We don’t live in a perfect world where a handshake seals the deal. Long gone are the days of “A man’s word is his bond.” Today, contracts have to be air-tight so that your backside is covered. And if you are a freelancer, or the owner of a small business, it’s especially important, because there are a lot of unethical people out there who don’t care that you’re trying to make a living. They’ll try to cut you down regardless.

I’ve learned through tough experience not to move a muscle until a contract is in place - not even if you’re doing production work for “good ‘ole Uncle Bob.” Here are a few simple, but important rules.

1. Clearly define ALL expectations up front. Make sure you understand what your client wants and make sure the client understands what they will be receiving. And make sure ALL decision-makers are in on the discussion. Otherwise you could be facing a LOT of changes in post-production; changes that you didn’t budget for.
2. Put EVERYTHING into a contract. Give your client time to review.
3. Have both parties sign the contract. Make sure you and your client initial next to important revisions.
4. Get your deposit.
5. Then, get to work.

Don’t ever start any job with the promise of a contract. Five years ago, when I first started Parc Entertainment, I did some work for a non-profit group. A couple of years later the CEO started hinting at the fact that they would like to re-do the video to update some important information in the script. Fast-forward to last fall and I finally sent them a contract to review. Fast forward to last Friday. The CEO emails me and asks if I could schedule an interview with a particular individual for the following day. I responded and said that I could, but unfortunately did not have a contract in hand.

Now I trust this particular client. They have been good to me and I appreciate that relationship. I also know they are serious about proceeding with the video. Some of you may have clients with whom you feel comfortable and in whom you have the utmost confidence. But you and your clients must understand that this is business. The contract with my client (which I’m still waiting on) has a very specific clause about the number of shooting days I am alotting them. I am giving them one shooting day to capture any additional interviews and/or b-roll they might need. This is because I am primarily re-editing existing footage. I simply want them to use that day wisely. I didn’t want to proceed with the interview, then have them return and ask me to shoot more footage on an additional day, when I didn’t budget for it. That’s why it’s important to have a contract in hand before proceeding, regardless of the client, regardless of the job. It may seem harsh when you’re forcing dear-ole-dad to put his John Hancock on paper, but it will help protect you and your business.