EV Tips 001: Stay Focused
It's about time I used this blog for something productive.
So, I've decided to share some of the things that I've learned after 10 years in the event video world. Here goes...
Like many small businesses, a video production company usually starts off as a hobby. Maybe a passion. But, if my business is any indication, my guess is that most of you started by taping things for friends, family, school, or a company that you worked for, and at some point, you decided to make a living out of it. Great - so you're all in, maybe you purchased some start-up equipment, cleared out a second bedroom to use as an office, and it's time to start raking in the dough. First stop... neighbor's bar mitzvah. Then maybe a wedding, a commercial for your uncle's paint shop, a home video transfer, and before you know it, you've become the wal-mart of video production companies. You do it all.
At the beginning, no doubt it's hard to turn away work. And I recommend that any new company dives in head first to experience all the different avenues that video production has to offer. But at some point in your company's life cycle (hopefully sooner than later), you've got to narrow your focus. Any production company will tell you that the bulk of their business comes from referrals. Well think of how much more powerful those referrals are if they all relate to one core service, one direction for your company. Focus is a powerful thing.
Consider this - the more focused you are, the less competition you'll have. You'll also have less potential customers, but by crafting our your own niché, you brand your business much more strongly. Be the go-to company.
Being focused is being efficient. There is no one-size-fits-all approach to event video. But the more experience you get in a certain niché, the faster and cheaper you'll be able to do it. Whether it's Muslim Weddings, Irish Dancing, Commercials for Small Businesses, or Public Service Announcements; Find that brand, and stick to it.
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