WHERE TO START?
Maybe you know precisely what you’re after, if so, that’s great! There are clients who already have a storyboard, locations, and talent at the ready. They just want someone to execute.
However, there are also clients who have a fundamental business concern, a problem they need to address through the right automotive marketing solutions. They know they need automotive video content, but they’re just not sure what…
In these instances, a good Agency can come to the table with a wealth of experience in automotive marketing strategies. You need to find an automotive video production agency who can do everything.
That includes storyboarding, location scouting, finding talent, shooting, editing and much more.
DriveTribe’s greatest strength is ensuring all this effort serves a very particular purpose. They’ve always got an eye on the end result with all of their marketing services.
WHAT DOES THE PROCESS LOOK LIKE FROM START TO FINISH
Before starting any automotive video production project, it’s advisable to always start by stating the big idea.
Usually, your chosen agency will present a statement of intention, accompanied by a general storyboard.
They should also want to start developing a notion of the visual language from the onset.
From here, it’s good to look at any potential scripting needs. This helps the production team put a basic plot structure in place and allows them to identify the props and materials that may be needed for the shoot.
In all marketing for automotive video production industry objectives, location is paramount. Is a static location required? Or, perhaps a studio?
If you’re looking at shooting on public roads, consider if roads need to be closed, or if you are able to work within safe parameters.
As a location is chosen, you’ll want to ensure you have accessibility of essential facilities like toilets, food establishments, fuel stations, or EV chargers if filming an electric car.
These considerations might require alternative or additional locations to be booked, permits to be obtained and so on. A good automotive marketing company will deal with this legwork for you.
With the right locations secured, the next consideration should be looking at talent. Do you have internal product experts that can be utilised? Do you need someone fitting a certain brief?
The right video production agency will be able to examine all the options at hand and advise you accordingly.
For example, something like a vehicle demonstration, utilising an internal resource may save you money and possess a more thorough knowledge of the Vehicle. However, despite their expertise, if the video requires any element of acting, you’ll probably want to look at hiring talent.
DriveTribe are amongst some of the leading automotive digital marketing agencies and have an impressive roster of Talent to suit all budgets.
FINDING A DRIVER
When capturing footage of vehicles in motion, it’s essential to ensure you have someone competent behind the wheel. Someone with knowledge of the vehicle and maybe even professional driving experience, not just someone with a licence.
While every video-making scenario is situation-specific, a good Agency will be able to consult in-depth with you about what’s best for the safety and success of the shoot.
Once pre-production is complete, it’s on to the shoot where specialised crew members will be carrying out specific tasks, all in accordance with a meticulously planned schedule.
That said, even with the best plans, it’s important to recognise that some occurrences may be out of anyone’s control. Perhaps the talent is held up due to a train cancellation, or maybe a car was inadvertently damaged in transport.
When challenging or unforeseen circumstances arise, it’s important to have a well-connected production team, who have the ability to think on their feet, and resolve or work around these unforeseen circumstances.
DriveTribe have been in the game for a while, and have encountered our their fair share of setbacks.
That said, none that they haven’t been able to overcome or work around to the satisfaction of the team and their clients.
JOINING YOUR TEAM FRO THE SHOOT
Maybe you want to be intimately involved in the production details, or maybe you prefer a more hands-off approach, let your Agency know.
It can be preferable having clients onsite and present for the shoot, even if it is just for one of the days. This gives you a sense of the work process, allows you an opportunity to interface in real time, and helps the creative team reflect your brand’s personality alongside you.
The instant feedback and direct communication will be valuable to you and the production team!
With shooting over, it’s time for post-production.
Agree on a timeline with your Agency, taking into account things like a specific go-live date you’re aiming for, or any other specific criteria. It is important to make sure they know so they can meet your deadlines.
Additionally, agree on a date for receiving the first draft. Let your agency know how long you’ll need to send any revision notes back to them, this will help everyone ensure deadlines are met and ensure your final cut is ready on time.
In some instances, you may want to request further changes, so make sure the project scope accommodates time for additional revisions. Remember that even small changes require significant time, so whenever possible, it’s always better to deliver your notes in one go.
It’s normal for your production team to deliver the first cut pre-colour grade and pre-sound. If you want to see something more finished, you can normally ask for these elements to be included as part of the first cut.
Keep in mind that it will take longer to get the cut to you with a grade applied, and it can slow the editing workflow down when it comes to your changes.
This is why it’s usually encouraged for clients to view a first cut that gives them the general layout initially. Once you sign off on this early version, then comes the colour correction and the audio mastered.
Think about your formatting requirements ahead of time. For instance, you may want the main feature in 16×9, along with a couple of shorter cut-downs for TikTok or Instagram reels, as part of your automotive digital marketing strategy. It’s useful for your agency to know ahead of time where the content is going and what you will need.
Once you know where you want to display your content, you can develop a distribution strategy.
Automotive internet marketing and automotive social media marketing present varied demands depending on the platform and campaign. Consider the platforms you may want to post to.
These might include your own social channels, website or a television advertisement. Having an agency that specialises in both marketing and video production can be extremely beneficial.
They can also help you optimise your content for particular social channels and ultimately maximise the number of views.
NONE OF THE FLUFF…
It’s well known that the Video production industry can be, well, a bit fluffy. What is meant by this?
People want so badly to be seen in the “right” locations, with the “right” cameras, using the “right” jargon. Don’t be drawn in by the artifice. It is strongly recommended to look at a particular agency’s portfolio and assess their finished work.
Ask for examples of previous projects similar to your own. At DriveTribe, we concentrate on qualitative automotive content. We do not get involved in kit theatre. We focus our attention on using the right tools for the job and extracting the most from them.