Video production continues to play a larger role in the corporate marketing mix. This growth brings with it complexity, experimentation and a host of issues that many corporate clients may not be aware of.

Here are the top ten things you never want to hear your video production company say:

1. The market will always support a range of generalists and specialists serving the same audience. However, a good rule is that if the number of services offered by a company is greater than the number of employees, you might consider a second quote.
2. The majority of corporate videos are delivered exclusively or predominantly on the web today. Creating a video for the web is not the same as creating a video for broadcast, or for presenting an event. The types of people viewing the videos online are very different. You should also look at the delivery platforms, hosting options, interaction, conversion techniques, social media aspects of the video, and many other factors that are unique on the Web. If your video production company doesn’t understand delivery, then someone on your marketing team or ad agency better have this covered.
3. What could possibly go wrong? One of the crew members leads to a customer, forgets to get a signed license, uses licensed material that you do not have permission for, a light falls on someone... etc. Chances are things won’t go wrong, but if they do you had better be working with a company that is well insured. . The standard insurance coverage for a video production company is there for errors and omissions and general liability.
4. Nowadays very few people want to choose video production as their career because they want to help those companies who sell more products or services. In general, Films or television is the goal; business work is exactly what bills pay. Although there are various large companies that both work very well, if your video production company is not working under the direction of an advertising agency or a marketing company or is not specializing in the video marketing, you should not be surprised. If your video turns out to be wonderfully irrelevant.
5. They met the president of the company and his senior team - they all seemed very smart & intelligent. Are they all going to be working on your project? Every service-based organization operates with some form of distributed work model. It’s up to you as a client to ensure you get the best talent in the company working directly on your video project. If you’re not sure, ask… up front.
6. Creative work is wonderful if it serves a business purpose. If he fails to serve the business objective, you have wasted your money. Very few industry awards consider business results in their selection criteria – which is unfortunate because business results are the only thing that matter.
7. We would like to say that, 'We can raise funds from the design and architecture phases of building our houses. The total value of your video is created in the Post - Production. This is the last place where you want to cut.
8. If you do not know exactly what you want to shoot and why you will probably end up spending time and money on the video. A script tells you which key messages need to be communicated in your video. Even though you’re shooting a video testimonial project, you’re still looking for specific messages rather than random musings.  If you do not have a storyboard, how do you know what to shoot & how you will communicate with your team?
9. That’s sort of like asking ‘do you want us to write a hit record for you? Viral is not just a lucky success - it's part of a specific plan built into your project right from the start of the project. If you aim for your video to be shared by thousands or millions of people, you need to include something in your video that should be shared by others and then you have to spend a lot of money to promote it. 
10. There are collaborations between clients and producers for best video production projects. Both sides should have ideas and opinions. You won’t always agree on every point but your video production company should have a lot of experience and that experience should add value to your project.