TimRyan
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Apr 10, 2008, 6:39 PM
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20th Century Mindsets (revisited)
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21st Century Thinking with 20th Century Mindsets
I’m sorry I never updated everyone after the discussion at the March LIVA meeting (Long Island). FYI, the night after the LIVA meeting, I drove over to the NJVA (Northern NJ) for their meeting. Their guest speaker got stuck in Chicago (been there, done that). So they asked me if I could fill and present something… anything… Fortunately, in my car I still had my notes from the previous night’s LIVA meeting. So I obliged and we had the same open forum conversation in NJ as we did in NY.
Generally speaking, I do not find that as an industry we are very forward or progressive thinkers. I think we heard more complaints and problems than we did solutions or suggestions. I’m sure many attendees were reluctant to share their “magical marketing ideas” with their fellow videographers, as I know that many local associations are plagued with members who do not want to share information, only take information. But there were not very many strong solutions or suggestions made available.
Nonetheless, I wanted to share the notes that I had prepared based on the LIVA survey and comments I received here at VU and via email. The one thing that I did walk away with from the meetings is that there is a definite lack of business and marketing sense amongst videographers. We may be great artists, but we really lack business acumen.
I am certainly not the expert or a Harvard graduate, but I do believe that I am a progressive thinker. Pay attention at seminars, listen to others, model other successful businesses and you can find out what is working and what may work for you. But I was stunned to find that there are so many videographers who still do NOT have a website; and they’ll defend the position that they do not need one. I do not have a blog set up, but I KNOW I need one. There were many who had no idea what I was talking about when I started asking about blogs.
I’d like to see/hear what the VU community thinks about the state of our industry and what do you guys think we as individual videographers can and should do about it. I’m not going to discount an “industry commercial” or a “Got Milk” campaign, but I’m really curious what we individually can do… or not do…
Take a look at these anonymous comments. I believe that they are VERY telling of our state of the industry. Let’s save the flames for the BBQ and see if we can really share some productive ideas.
Thanks,
Tim
21st Century Thinking with 20th Century Mindsets
RESPONSES TO ONLINE SURVEY:
If you could name five reasons why your video business has not made you a millionaire, what would they be?
Not yet- a few years from now.
· Haven’t been in it long enough.
· I don't yet have the skill level that I want.
· Too much competition.
· Competition charges low prices that I cannot afford to compete.
· My marketing is not where it could be.
· I get bogged down with admin and technical issues that prevent me from spending enough time on shooting/editing.
· Not enough time to promote the business.
· My prices are too high for some clients.
· Weddings and events don't command the same prices as corporate work.
· Equipment prices are getting higher.
· HD requires changes.
· I need to be fulltime and a twenty year old
· I Suck
· I’m part time, have a fulltime job
· one man operation
· I don't push strongly for jobs
· video editing is time
· My lack of action.
· My fear.
· My lack of motivation
· My lack of effort
· My lack of desire to put in effort.
· My lack of business knowledge
· My inability to save money
· The owner of the business did not want to expend the amount of energy necessary to make a million dollars.
· The market is now, more than at any other time, saturated with videographers, many who underestimate their business value, and who charge less than they are worth, monetarily undercutting other, more established businesses.
· I haven't been around long enough
· The industry hasn’t been around long enough (industry and it's value)
· Not willing to work every weekend and burn myself out
· Can't yet book enough $10000 weddings in a year to make big money
· Always buying new stuff
What are your business goals?
· Have the business run like a well-oil machine where I am not necessary for shooting or editing- only marketing.
· I want to be the most sought-after videographer in our market.
· I'd like us to book a full complement (for us) of 2 jobs/week.
· To continue and grow the business each year.
· to pay my phone bill
· work toward retirement
· To be able to pay all my bills with an excess that allows me a 6 month reserve and great travel.
· I need to plan bigger.
· To create a product that is creatively satisfying to my clients and me. And to be paid an honest and fair wage.
· That is a very good question
· Every year I set a booking number
· Changes and adaptation of style
· To find connections
· I set equipment goals per year
· Get better at what I do.
· Charge more for what I do.
· Make more people aware of what I do.
What has stopped you from achieving some of them and what has helped you achieve others?
· As I build skills and show work publicly, we are slowly building clientele.
· We can't seem to get over the initial "hump" of being accepted by the larger community.
· We are trying with weekly targeted newspaper ads as well as ads in fund raising journals. We have also shot a limited number of free and low cost events for non-profits, with the thought that organization members would then hire us for their weddings and bar/bat mitzvahs.
· I still don't have enough time to do what I want with my business.
· My business plan has helped me book different types of jobs since I am booking photography and video now.
· I don't like to work not paying too much in the market that I am in
· The inspiration I get from attending 4EVER Group conventions REALLY motivates me.
· Surrounding myself with the "competition" has proven to be one of the most rewarding actions I can take.
· Buying products like software that I don't need or that I don't use has stopped me in the past.
· Stopping me has been some of my own personal insecurities (do I have the intelligence to learn new things; is my personality suited to the jobs I undertake; neuroses that, I suppose, other people have battled in their lives as well as I).
· Helping me to achieve my goals have been - Good friends from whom I have learned: their mistakes, their interesting ideas, their support.
- professional organizations-the information they provide
- The internet for info from almost anywhere at anytime.
· if we had goals we might achieve something
· Lack of focus has prevented some goals, and focus on a goal has achieved it or come close.
· Being editor, marketer, office manager, and receptionist all at once hurts, Time has limited me.
· What has helped me is my obsession to become better. Also forums and speaking to other people who have already succeeded.
· Training DVD's.
· Viewing talented videographers work.
· I am fairly new on a market so I need some time.
· I know that I do my work much better than many other videographers in the industry.
· Experience matters but if you don't have a creative engine - you are yesterday.
For those of you who have been in this business for a long time, would you share your views on how the business has changed between 1988 and 2008?
· In 1988 video was a real novelty to many clients. Many people did not have a home video camera and if they did they didn't use it. Now, more people have access to high end broadcast production tools and if they have some free time, can create work very similar to what we put out on a large scale.
· more work less money there was a time when I was doing good until the late 90's however I kept up the pace
· 1988: P-T business (raising two young children), S-VHS analog heavy camera, heavy equipment (some lights on wires!), linear editing. People shied AWAY from the camera and lights. Cajoling the "elderly" (anyone over 35) at affairs to talk into a microphone. Sometimes being treated as "hired help".
· 2008: Full-time business, non-linear and lighter equipment (more complicated-MUCH more trouble!). You-Tube generation LOVES the camera, wants their 15 minutes of fame with all bells and whistles.
· The technology has matured, so there are no more excuses. At the same time the clients have matured to want the world. I fell it is expected that we deliver a much improved product, but not at an increased cost.
· In the past people said Wow you could make a video that’s amazing - you have a wireless mic, what is that. Now they have grown up with video and expect it, and in many cases are edit themselves on their computers.
· Here is a problem. Your question itself is a problem. Look on Ford and GM and look on Toyota and Honda. Same thing is here. Since 1988 (by the way, what's so important about 1988) you have a completely new generation of brides and grooms. If you are shooting weddings from 1988 it does not make you automatically good.
· Making a clean footage is not what today's generation is looking for. Industry needs fresh blood and more is better. Look on presidential primaries, especially democratic - CHANGE.
How about those of you who can compare 1998 and 2008?
· 1998-2008...it all sucked
· 2008 will be a slow one for me
· Appearance of internet advertising - The internet is begining to take over the traditional role of client referrals. Prospective clients are beginning to take recommendations from strangers online, rather than referring to their family friends and acquaintances.
· Just started then, working for others while in college.
· Music at parties is pretty much the same!
How about 2003 and 2008?
· Much better now.
· In 2003, we bought our first camera (which we still have) and thought that (after a few successful jobs that fell into our laps) the customers would show up. Although we didn't go into video full time until several years later, starting up has proven more difficult than we expected. Now here we are, barely "up to speed" with our original equipment, and we have to upgrade to HD. It seems that clients are expecting more and more while also expecting to pay less and less.
· You tell me?
· 2003 was good, 2008 doesn't look good
· More opportunity now with so many people wanting to be on YouTube, so many people becoming speakers, coaches, etc. There are many more people needing great quality video.
· The internet has now taken over as the place to do shopping and gather information to make decisions
· They aren't videos but films. We aren't videographers but filmmakers and cinematographers. Yet the photographers have taken notice of that and are selling it the same as us!
· Some even went HD and 16x9 before us.
· Basically nothing has changed but the gear, the words, and the work is better. But we are still 2nd class.
· I feel this business has changes a lot since 2003. I think more people are aware now that high quality work is available.
· Because of the internet, people can actually watch clips from their own home.
· Resources to find vendors are available now.
· When I was searching for videographers/photographers for my wedding in 1999 I didn't have a clue where to look. Now brides can just Google to find local services.
COMMENTS OBTAINED THROUGH INTERNET SOURCES:
· Tim, we need 100% saturation in the market. There needs to be a videographer at every wedding and our product must be in high demand before everybody can start getting paid what their worth. Supply and demand is not balanced yet.
· Another issue is videographers who start in the business and immediately want to start charging $3000 and up and can never get enough work to do it full time. This is a referral based business and the best way to build your business is to start modestly, and work your way up to top dollar. There seems to be very little patience in this industry. Even U2 charged $10 per ticket at one time.
· I think there is a lack of general sales skills. How to demo a product, the nerve to ask for the sale, and the ability to overcome objections from a prospect. Many videographers jut feel like they can just pop in a DVD and the client will surrender their check book.
· Marketing is a MAJOR problem, probably for most videographers. After the 4EVER Group make-over we went through, our bookings for 2008 are up...way up. We have 50% more jobs booked than we did in all of 2007 (I hope this doesn't jinx my good luck) and this in the middle of a crappy economy. Alex Hill helped up to realize how much 'image' means to the business, and it worked. I know we've got a long way to go, but even small successes need to be celebrated.
· Changing the bride's Perception about what a wedding video ought to be. We are, after all, a video society-TV, Movies, You Tube, etc- weddings SHOULD be a major video event.
· What the industry as a whole needs, now that we have options for LEARNING, EXPANDING and APPLYING our trade, is an organization we can belong to that MARKETS our industry on a national/international basis.
· Focusing on any solid marketing strategy to bring business to the table - collectively, much less individually.
· Yes, there needs to be a continued focus on quality of production through learning for those coming into this business community, but there are plenty of us in the business who need THE BUSINESS, not more instruction on how to shoot, edit, produce product, or file our receipts in an IRS friendly manner.
· The best place to start learning sales is probably the Holy Grail for all sales people; Dale Carnegie's book How to Win Friends and Influence People. Zig Ziglar, Brian Tracy, Tony Robbins and Donald Trump all very good. The Seven Habits of Highly Effective People is another good one.
· Photographers are NOT our rivals for the bride's dollar. I have only had GREAT results and benefits from building working relationships with the top photographers.
· Brides have a budget, and when they first start planning they go hog wild. They get the biggest, bestest reception hall they can thinking that the hall will make all their wedding dreams come true. But a bride only sets aside $x.xx for capturing the day. So between us and the photographer, it's a foot race to see who can book first.
· Your salesmanship skills matter none whatsoever if YOU NEVER GET THE OPPORTUNITY TO SELL. And that's the problem... you'll never get a shot at 75% of the brides because they'll NEVER call you in the first place.
· Let's face it folks... we're trying to sell a product that most people simply DO NOT WANT. To fix this problem, we must somehow devise a means of changing their "want".
· Brides shouldn't have to wait 2-6 months to get their video. There's no excuse for it. We live in an "I must have it NOW" society. Most people will readily sacrifice quality or incur additional expense to "get it now". Think about all the folks who at this time of the year are paying ridiculous interest rates just to get their income tax refund today instead of 10-14 days later.
· Exposure HAS to come from a more visible method(s) of awareness marketing and viral growth.
Take care,
Tim Ryan
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