Great advertising can make the difference between failure and success — or even between a moderately successful business and one that really pushes the boat out. Now, you might think that video trailers lie squarely in the realm of big movies and TV shows… but you’d be wrong. What is a trailer, after all, but a cinematic version of a commercial? A great trailer can present your business in a positive light, create a high-end atmosphere, and encourage potential clients to see you as an industry leader in your area. But how can you ensure your trailer knocks it out of the park?
By Team Savant
Image: @jakobowens1
Hire a Professional
Of course, the most sensible thing to do is to hire a professional filmmaker to help you with your trailer. There are companies that offer an all-round service to create advertising videos, or if you want slightly more direct control and collaboration, you could find an independent filmmaker who will be able to handle the technical side of your production. This is important, unless you know your way around a camera, as you’ll want your advert to have the highest production values possible, and this is only possible with a certain level of expertise behind the camera.
A Great Idea
After the right personnel, the next element you’ll need is a seriously great idea. What are the commercials from TV that you remember most? Are they the ones that simply showed a product, had some testimonials and gave you the information? Of course not! You remember the films that had characters, that had a story, the ones that made you laugh or feel sad — you remember the trailers. For this marketing to work, you’ll want to start with a killer idea that will show off your business in a fun, exciting way. This is the best way to hook peoples’ attention, and luckily it’s also the trailer that’s going to be more exciting for you to make.
The Importance of Sound
If you speak to anyone who works in film, they’ll tell you that sound is the most underrated element of it all. Without good sound quality and effects, any film will feel amateurish, and this is not the vibe you want to display. Invest in the sound of your film, find great production music to use, and ensure that it matches up with the atmosphere you want to create. If you’re filming outside, you’ll need to book a voice-recording studio for ADR (automated dialogue replacement) to make sure the wind isn’t interfering with your sound quality.
Actors
The final element you will need is probably actors. A full-service production company will source these people for you, but if you’re taking this on yourself it’s important to get it right. Don’t just use friends and family — acting is a skill, and wooden performances will only reflect badly on your business. Advertise through official channels and offer equity rates to ensure you’re getting the best people for the job. After all, these are the faces and voices who will be selling your business, so finding the right fit is vital.