Cheapest Is Rarely Best





By: Jemish Patel

As you may know, we’re a video production company, specialising in producing innovative and engaging videos.  Since we were established back in 2009, our prices have stayed the same, but for us what has changed the most is customer feedback.Every one of our clients absolutely loves what we do, but before they become our clients we have to, of course, talk about the issue of price.  For some clients our prices are spot on or less than they thought, whilst for others they were expecting something cheaper; usually because their nephew’s friend or second cousin twice removed is amazing at filming things and can do it for a third of the quoted price.

For us, creativity, quality and innovative filming come at a cost, especially when delivering on promises.  Let’s take what we do as example.

In our experience, a one-person company who visits your practice for a 2 or 3 hour shoot, with a camera and edit suite is never going to make a great business video.  Great prices maybe, but they just don’t have a big enough skill set.

More than the ability to wield a camera is the need to plan ahead of the shoot.  This requires four essential components: industry insight, creative collaboration, words that work on video and most of all, experience.  Well, here at JSP Media Group, we do things differently; we don’t believe in scripts – they are for trained actors who have time to memorise them.

The images have to match the words, and should flow.  This is what will keep a viewer’s full attention for more than 10-20 seconds (which is when many people’s attention starts drifting).  This is why we use suitable music from start to finish, complementing the mood of the video, along with a professional voice over.

If most of your video never gets watched (and you can measure this), don’t persist with it, start again!  You’ve hired the wrong person, even if they cost you 35% less.

And then there’s the filming.  Producing videos can be complex. You may need footage from several locations, or interviews with key people.  These scenes often need to be shot from various angles to get variety and continuity.

For this, two cameras is best.  It not only gives our editor more to work with, but saves shoot time and your money.  Also, your interviewer needs to be able to get the most out of the subject.

Then there are editors, and great editors.  Our editors are specialists and have worked for broadcast companies and to the highest standards.  The same with our camera crews and graphics animators.

Again, there’s no substitute for experience and specialist talent.  Excellence has to be in every frame, otherwise your viewers will quickly lose interest and hit that dreaded stop button.

So, if you’re comparing prices (there’s nothing wrong with that), first ask yourself – ‘What kind of team am I getting?’  If your video needs that special sparkle of creativity, that unerring aim at the target market and the leading-edge look and feel that all business audiences expect, the team you hire has to be able to deliver.

Come and talk to us and get to know us; the more you ask us questions, the more you’ll learn about our areas of expertise.  Ask a lot of questions, it’s your money and more importantly, it’s your reputation.

Talking to us at length is good. As well as revealing what we know about your industry, you’ll get a perspective on our creativity and production processes and on how comfortable we are to work with – good collaboration is essential to success.

So the question for you is not: ‘How much will this cost me?’, but ‘How much can you give me?’ Our answer will always be, ‘A lot more than you expect.

The best companies in every industry always deliver more.  When it comes to video production, cheapest is rarely best.