Looking for additional insight? Check out our guide: Smart Marketing for Engineers

Want to create professional-looking recordings of product demos or customer testimonials, but don’t have a high-end budget to produce them? Start by creating a company account on YouTube – a search-friendly social media channel for sharing user-created videos. Then follow these simple do-it-yourself (DIY) guidelines to produce an effective and cost-efficient video for spreading company awareness and communicating with your audience.

Figure 1. This video of customer testimonials was shot at a tradeshow and edited with Apple iMovie.

Video Objectives and Content

Before you get started, establish the goals of the film to determine if the video is worth the time and effort of producing.

• What is the point of the video? Are you selling or training?
  • Note: A sales pitch video should be much shorter (only 1 to 2 minutes) and have less detail than a tutorial video in order to keep the viewer’s attention.
• Who is the audience?
• What is your goal and how will you know if the video is successful?

Using these objectives, create a rough outline of the video’s content. For example, if the video is a product demo, the story may unfold as such:

• Act 1: a short introduction that gives a hook of why the viewer should care
• Act 2: the meat of the presentation that shows why the product is impressive via a short demo
• Act 3: an explanation of the wonderful benefits of using this product and the next steps to take

To make the recording session as productive as possible, use the outline to map out a storyboard of the necessary shots, as well as a matching script for the narrator. Choose a dynamic and exciting speaker, and consider adding a little humor if appropriate.

Equipment List

Next, you will need to have the following tools at your disposal:

• Digital video-recording device, such as a Kodak minicamcorder or smartphone
• Tripod
• External microphone
• Video-editing software, such as the free Window Movie Maker or Apple iMovie
• Screen recording software for software demos (optional)
• Audio recording and editing software, such as the free Audacity software (optional)

Nowadays, smartphones are a lot more accessible than handheld camcorders. However, to produce higher quality videos on a budget, it may be worthwhile to invest in a dedicated recording device with extra capabilities. Key features to look for include an external microphone jack, ability to mount on a tripod, and high definition (HD) quality video output.

Recording Setup

On the day of the recording, set aside extra time beforehand to prepare the environment.

• For good sound quality, choose a conference room or other quiet setting. Using an external microphone is highly recommended. For wired microphones, snake the device up through the bottom of the speaker’s shirt and pin it on the collar. If you only have an internal microphone, make sure the speaker is close enough to the video recorder and do some sound checks beforehand.
• For lighting, make sure the subject is well lit and properly color balanced (so that white actually looks like white on the video). This can be accomplished by choosing a location with good natural lighting, bringing in additional lamps for artificial lighting, or adjusting digital settings on your camera or video-editing software.
• Practice the rule of thirds. Position the main subject of your video on the intersecting thirds lines, instead of centered in the middle of the screen.

Figure 2. This Microsoft technology video uses the rule of thirds to create an interesting and well-balanced shot.

Best Practices for Recording

Keep in mind these tips and tricks when creating the storyboard and on the day of recording.

• When using amateur recording equipment, avoid moving, panning, zooming, or even touching the camera during takes to prevent shaky camera syndrome. Instead, get static shots from varying angles, as well as a mix of wide and close shots, which can be smoothly connected during the editing process.
• Get at least 5 seconds of extra video before and after each shot for editing purposes.
• Record supplemental B-roll footage to cut away from the main shot, keep things interesting, and hide any problem areas. For example, you can insert close-ups of the demo while the narrator is speaking, instead of just showing the speaker the whole time.
• Rather than fitting everything into one shot, record multiple takes if needed so you’ll have many options to choose from during the editing process.

Post-Production

Once you have obtained the necessary footage, upload the files onto the computer with the editing software and follow these guidelines. Once completed, embed the video on your website and upload it on the company’s YouTube account with the appropriate description and search tags.

• Shorten the film as much as possible to maintain the audience’s attention. Do not use any fancy transitions between shots; cut and fade are sufficient for most videos.
• Keep the visuals interesting by using shots from different angles, inserting unexpected images or B-roll footage, and moving static pictures.
• Do not use any music or graphics unless they are royalty-free or you have the explicit permission from the creator.
• The audio quality must be clear enough to understand, so re-record the audio or add subtitles as necessary.
• Insert a title page that can include the video title and speaker’s name and title. Insert an end page that can include the company logo and next steps, such as a website address or contact information.

Figure 3. Create an end page to provide viewers with concrete next steps to take.

Looking for additional insight? Check out our guide: Smart Marketing for Engineers

Related Links:
5 Fast, Compelling Videos to Create Now
A How-To Guide for Creating Webcasts

Last weekend, we were very honored to accept two PR awards for our work in K-12 education at the annual Texas Public Relations Association conference, the Best of the Southwest Communicators Conference. The awards recognized our marketing work for  The Academy of Medicine, Engineering, and Science of Texas, a non-profit organization founded in 2004 by U.S. Senator Kay Bailey Hutchison and two of Texas’ Nobel Laureates.

TAMEST is comprised of Texas’ 10 Nobel Laureates and 200+ Texas members of the National Academies. These leading scientists and engineers issued a report, The Next Frontier: Worldclass Math and Science Education for Texas, that outlined four findings and recommendations to improve K-12 math and science education in Texas.

As Dr. Mary Ann Rankin, Dean of the College of Natural Sciences at The University of Texas at Austin and Committee Co-Chair, stated, “If we, as Texans, don’t roll up our sleeves and work together to begin providing our children with the science and math knowledge they need today – starting with training, supporting and paying great teachers – then our kids and our state will not succeed tomorrow.”

We couldn’t say it better ourselves.

We also appreciated the kudos from TAMEST members, including from Dr. James Truchard, President and CEO of National Instruments, who said, “TREW Marketing’s work on the marketing program for TAMEST’s education initiative was outstanding.”

A team effort indeed! Congrats to TAMEST and TREW for a job well-done, and more importantly, for a critical effort for K-12 students in Texas.

One of the wonderful benefits of working at TREW Marketing is the opportunities we have to venture to new places and meet and collaborate with new organizations and people, from Texas’ nobel laureates to local entrepreneurs to our most promising young students through our work in education.

Last week, TREW co-founder Rebecca Geier had just this kind of opportunity when she attended an event at KIPP Austin Public Schools to hear from Washington Post education columnist and creator of Newsweek’s Best High Schools in America list, Jay Mathews, and KIPP co-founder Mike Steinberg. Both gentlemen spoke about and signed Mr. Mathews new book, Work Hard. Be Nice.: How Two Inspired Teachers Created the Most Promising Schools in America.

The most inspiring moment for Rebecca, as she shared on Twitter at the time it happenened, was when, at the beginning of Q&A, a KIPP mom stood up, began walking toward Mr. Steinberg and said, “Thank you for giving my son a future.” She then embraced Mr. Steinberg with all her heart as she explained the hardships of their low-income, minority family and their belief that her son attending KIPP has given him the future he might not have had. Her son now plans to go on to college, in line with a key requirement that all KIPPsters be accepted to college in order to graduate high school . Wow – what a moment!

Other highlights:

• Mr. Mathews described the four characteristics he believes makes schools successful: having 1. high expectations, 2. more time in the school day, 3. authentic assessments, and 4. team spirit
• Mr. Feinberg shared the four traits they look for in KIPP teachers: 1. smart and passionate in the topic they teach, 2. ability to connect with kids, 3. the heart to do whatever it takes, and 4. shared core beliefs and values

TREW Marketing is proud to call KIPP Austin our friends. We’re working on our client page where we can share more about the work we’ve done in education in this first year of business with clients such as KIPP. Until then, you can check out our PR work with KIPP on FOX News as well as on The Next Frontier math and science education report by The Academy of Medicine, Engineering, and Science of Texas.

In other education news, we are excited that Rebecca will be attending the E3 Alliance Leaders Summit for TREW later this month. One of the key elements of our approach at TREW is collaboration, and there is nearly no better example of collaboration than E3. You can check out more about their impact on Central Texas education at their website, and their unwavering and passionate leader, Susan Dawson, who has dedicated so much time and talent to improving the education of all students in Central Texas.

At TREW Marketing, we are passionate about education. As parents, business owners and citizens, we know world-class education is THE key to our state and country’s economic future. TREW co-founder Rebecca Geier is a proud FIRST LEGO League coach at Murchison MIddle School and Davis Elementary, and TREW has been pleased to work with several clients in this important area.

That is why we were so excited, and honored, to work for The Academy of Medicine, Engineering and Science of Texas (TAMEST) whose members are Texas’ Nobel Laureates and National Academies members, on the launch of their Texas K-12 math and science education report, The Next Frontier.

The challenge TAMEST faced was to put a comprehensive marketing plan together – from the overall look and feel to finalizing the report and materials to web and e-marketing and a full-on PR launch – and execute it in on a tight timeline. The TREW staff rolled up their sleeves and got to work, and on December 9, we were proud to watch as all the elements came together. From coverage in the major Texas daily newspapers, including editorial and news features in the Dallas Morning News, the Houston Chronicle, and KUT News, to direct marketing open and clickthrough results that exceeded industry standards, the project was a resounding success.

We can be proud in Texas that our state’s top technical and scientific minds care so much to contribute their time and passion to such a critical cause. Our students, our state, and our country will benefit from their generous and critical contributions.

Earlier in the year, we had the privilege of working with KIPP Austin Public Schools on the launch of their new high school, KIPP Austin Collegiate.  KIPP (Knowledge Is Power Program) is a network of free, public college prep schools in under served communities.  Every day, KIPP students across the nation are proving that demography does not define destiny.  The folks at KIPP Austin Public Schools are changing lives of many Austin students.   We were truly inspired.

See Principal Carrie Donovan’s interview on FOX