Planning Next Year’s Marketing Budget

Planning Next Year's Marketing Budget

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‘Tis the season to plan next year’s marketing budget, and if you want to create the best content possible you better include video.

It’s not just me… your friendly-neighborhood video producer.. saying that. A growing number of PR and marketing professionals say if you aren’t producing video content… you’re committing a social media crime (see #2).

Now that you’re on board, what are your next steps?

  • Talk to a video pro: this might sound a little self-serving, but in this case it isn’t. At this stage of the game you can use most video professionals as a free idea bank. What? Did I just say free? Yup. Most of us are more than happy to brainstorm video ideas and talk about budgets… and it won’t cost you a thing.
  • Pick your video producer(s): this is a natural progression from step one. There are many benefits to hiring a video pro, especially if you’re interested in quality content. So as you talk with producers for ideas… who catches your attention? Listen to their suggestions. Watch their sample videos. Evaluate how helpful they are and consider other tips for picking a video company. Doing so now will speed-up the process next year when you’re ready to start your video projects.
  • Decide on your video budget now: the cardinal sin of video content creation might be deciding to create a video during the middle of a marketing campaign. Why? Cost becomes a limiting factor. Since you didn’t plan for it in the original budget, you might not have enough left over to create what you’re hoping for. That’s why as you’re talking with video professionals, make sure to ask each one about ballpark budget estimates. It will help you in planning for next year.

Not ready to talk with a video pro but want to get some sense of what they charge? How-to figure out video production cost. 

Planning a video budget is… well… just smart planning at this point. Video has moved from a luxury item to something just about every campaign needs to include. And here’s the thing, if you or your client decides you don’t want a video… you’ll simply come in under budget.

Better to be in that position than to realize you left something out.

–Tony Gnau

Tony Gnau - T60 ProductionsTony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 17 Telly Awards for its work.

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