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Video marketing – onsite production, editing and content distribution

Hands up, we’ve been away from the blog posts for a while, busy with clients and projects, always a good thing.

For the first of our new regular monthly blog posts we look at on site editing and content distribution during a multi-day site shoot.

We’re looking forward to heading to the Royal Highland Centre just outside Edinburgh for the 2019 annual Royal Highland Show, held each June.

This is Scotland’s largest single event, showcasing the best of agricultural and rural industry in Scotland. Last year, over 190,000 visitors experienced the Show, which has an economic impact of £65 million to the UK economy.

For the last 3 years we’ve been providing the video production services at this fantastic annual event, working with the Royal Highland and Agricultural Society of Scotland (RHASS)

It’s a full on, busy 5 day shoot and edit over the duration of the Show. We produce 3 pieces of video content each day of the event to be used across social channels, mainly Facebook, YouTube and Instagram. So as well as the filming we’ll also edit the footage each day during the event, outputting one video in the morning, one in the afternoon and one each evening. We edit the footage onsite, working closely with the RHASS Marketing and Social Content team for planning and delivery onto their social channels.

Sometimes tomorrow is too late – at an event like this and to get the reach and engagement it has to be as the event is happening. So we’ll be busy filming and editing on site, releasing videos as they happen.

We’ll also be creating 360 images and video content. The footage captured over the 5 days of the event will also be repurposed to create 24 x 20 second video clips which will be used to promote next year’s Show. You can see examples of this in the videos currently on the Royal Highland Show Facebook page promoting this year’s 2019 Show, which we filmed at last year’s 2018 Show.

Click on the link below to view the TV ad we created for last year’s Show.

Have a look below at some of the shorter 20 second clips we created (cut from the main footage) to promote this year’s 2019 Show

Because the video clips are going out across multi platform social channels during the event (as well as those that are later repurposed and released in the lead up to the following year’s Show) they’re also a useful and effective sales and marketing tool – encouraging visitors to come along to the Show as it’s happening and increasing ticket sales.

We always look at how we can add value too. For example last year we identified opportunities to create 360 degree virtual reality images at the event which could be shared across the Show’s social channels to provide visitors and potential visitors a virtual tour and chance to experience the event.

Use the link below to see one of the 360s from last year’s 2018 Royal Highland Show.

We’ll be creating more 360 images and video content this year and will also be looking out for opportunities to create some fantastic cinemagraphs too. We’ll talk more about cinemagraphs in another blog post.

Our crew for the shoot includes 2-3 camera people, a Producer and an Editor on site.

A few key considerations for multi day shoots with on site edits

  1. Work closely with the event/marketing/social teams as appropriate – develop good working relationships and communication with the client, the crew and other key stakeholders.
  2. Preparation, planning and communication are key.
  3. So is being adaptable, creative and innovative.
  4. Make sure you know the layout of the venue, the timing of key events and the key priorities – often at events it’s a one time chance to capture the moment so it’s not great if a key event is happening at the other side of a large venue and you can’t get there in time to set up or, worse, you’ve totally missed it.
  5. Ensure the crew is fully briefed and everyone understands their responsibilities and the plan for the day/event including locations, set up required, meeting times and places.
  6. Check, check and check again all equipment, leads, lens, batteries, editing software and anything else you might need
  7. Look out for opportunities to create added value content e.g. 360 images, quirky cinemagraphs, short social clips.
  8. Can the footage be repurposed? This can be a great way to use a client’s budget cost effectively – footage used for a promotional film or tv ad can be cut and edited into a series of short 20-30 second clips, ideal for sharing on social channels.
  9. If travel is time consuming or complicated (particularly with equipment) consider staying at/near the venue – it’ll save a lot of hassle and stress and of course allow more time for planning, filming and editing!
  10. Be on your A game, pace yourself, eat, drink (don’t be too merry – avoid the beer tent unless filming!) – and enjoy!

As always, any questions let us know. We’ll be a bit busy this week as we’ll be at the Royal Highland Show creating fabulous video for this year and for next year’s promotions. See you there or keep an eye on the social channels @royalhighlandshow for the footage!

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