Getting Started in The Wedding Video Business

Table of Contents INTRODUCTION: An over view of the business, income possibilities and general hype………………………………………………………………………….… Page i Chapter 1: BUSINESS STRUCTURE. Business organization, insurance, employees, subcontracting and legal considerations………...……………………………...Page 1 Chapter 2: EQUIPMENT. Cameras, lights, tripods, wireless systems, accessories and backup equipment…………………………….….…………..…………...Page 14 Chapter 3: FINANCING YOUR BUSINESS. Cash, credit cards, line or credit, second mortgage, business loans and capital financing……………...……….Page 11 Chapter 4: TECHNIQUE. Video taping the rehearsal dinner, bride or groom’s house, ceremony, formal pictures and reception………………………………..……Page 31 Chapter 5; MARKETING YOUR BUSINESS Direct mailing, networking, web site, advertising, bridal shows and More…………………..………………………Page 43 Chapter 6: PRICING, PACKAGES AND SERVICES. Expanding your services and includes a sample prices list, packages and services…….……...….…………Page 63 Chapter 7: SALES TECHNIQUE. Presentation and interviewing style, includes a sample contract and client checklist………………...……...…………………Page 69 Chapter 8: DELIVERING THE FINISHED PRODUCT. Packaging and presentation………………………………………………………………...…Page 78 Chapter 9: EDITING. Linear vs. nonlinear systems and story board structure………………………………………………...…………………..…Page 82 CLOSING:…………………………...………………………….……………Page 96

© 2002: McCoy Marketing, L.L.C. Revised 2004

INTRODUCTION Creating a wedding video is truly gratifying and you can make great money. Whether you’re an amateur, professional or an experienced part timer, there’s nothing so satisfying as giving memories of a couple’s blessed special event to families and friends. Now this moment can be shared with generations to come through the marvels of modern technology, video.

I have been in the video production business since 1985. Starting with public access and a passion for both video and photography. Soon I branched out into producing local access shows for organizations, politicians, other producers, cable commercials for area businesses, corporate training tapes and pilots for writers. These are just some of the many areas available to video producers.

When I video taped the first wedding I booked on my own (I do have to qualify that when you read the story at the end of the introduction) the joy of delivering this family treasure was beyond description. Tears from the bride and her mother. The groom could not turn his eyes away for a moment with a continual grin on his face.

At this point what started to be a sideline soon grow into a full time occupation. I began concentrating on wedding and event video production. It’s gratifying, continual, and profitable. In the northeast where catering a wedding reception has risen to the heights only rivaled by the internationally renowned master chefs, the multi-cultural cuisine is nothing short of spectacular. I was always a soft touch for good eats.

Compiled in this manual are 19 years of experience video production business. In the U.S. alone there are approximately 2.5 million wedding ceremonies performed each year.

More couples are having their wedding professionally videotaped. This has increased to approximately 75%. This is a constant source of potential clients. Usually there are two or more couples planning to get married in the near future. With the average wedding video going between $1,000.00 to $3,000.00, you can make great money. Purchase good equipment, tape 30 to 40 weddings per year at an average price of say $1,400.00 (and that’s low) and you could gross $49,000.00 (35 x $1,400.00). Deduct the cost of the wedding, say $ 250.00 for an assistant and materials, and you could clear $40,250.00 or more for a Friday night, Saturday or Sunday afternoon. It’s great weekend or full time work. These are just simple figures. The cost of operating a successful business is covered in chapter 3 on financing.

As a full time or part time occupation, you can book more than 40 weddings per year. If you’re strong and able, try booking two of three in a weekend. 50 digitally produced weddings at $1995.00 each is $99,750.00 for the year, minus $400 in expenses will clear you around $79,750.00. Again, not bad.

OK. Now For The Fine Points: 1. You are only as good as your reputation. If you don’t know what you are doing you will not be in the business long. There’s no recreating the event. It’s a once in a time lifetime.

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2. You’ll need to develop a style for taping. There are many ways to videotape a wedding but there are some basics, which apply to all styles.

3. You need the right equipment. Would you travel from New York to Miami in a beat up bus? Don’t tape a professional job with a cheap camcorder. They have limited capability.

4. Unless you’re prepared to spend all week editing, let a professional editing service put it together for you, especially when starting out. You’ll save time and money.

Producing a professional video requires professional editing equipment and I don’t mean a $150.00 video editing software package running on a $1,000.00 computer, which is great for the occasional birthday, family get together or if you only intend to do a few weddings per year. You can easily spend 30 to 40 hours putting together one wedding and that’s not including the day video taping it.

The first wedding I taped was helping another producer as an assistant. His claim to fame was importing and exporting foreign videos to the US and abroad and he was good at it.

His business served many different communities. He would video tape a dozen or so weddings per year. This wedding was for friends whom were members of his church. The ceremony was scheduled to begin at 4:00 in the afternoon with the reception to follow at one of the premiere catering facilities. This was a large wedding, a little over 200 guest.

All seemed well. I arrived a few minutes early, a practice I suggest for any field production. He, who shall remain nameless, arrived five minutes before the ceremony was to begin. Driving up with all antics and disorganization associated with an old time slapstick movie, the door of the van flies open and a video monitor hits the pavement. His unbuttoned shirt is half hanging out with one arm in the jacket. Maybe just traffic problems? Meanwhile the wedding party has arrived and is assembling in the front of the church. With the majority of the guest seated the event was about to begin. As we frantically dragged the equipment into the sanctuary area the priest was needless to say, unhappy. Adhering to the time schedule the ceremony started on time! He tossed a camera into my arms and said start shooting. Start shooting? Within seconds the viewfinder cuts out. The batteries aren’t charged! Through the graces of the powers beyond the AC adapter was on the floor and an outlet within reach. Thirty seconds later the camera was taping in the dark. The couple requested the lights be dimmed to create a romantic mood. Several minutes later the tripod was set up which relieved me of the handheld shots. A few minutes after the other camera was rolling, at lest for five minutes until the battery quit.

Extra batteries were charging during the ceremony. That saved the family picture secession. The remainder of the day went smoothly. He was able to deliver a decent video by yesterdays standards with the aid of broadcast processing equipment. To this day I still think what a disservice he did to the couple for not being prepared.

The first wedding I booked, which was the next wedding I video taped, went smoothly.

Always be ready for the unexpected.

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One Of The Golden Rules. “THE SOONER YOU DELIVER THE DVD, THE HAPPIER THE NEWLY WED COUPLE WILL BE�

DISCLAIMER It is not within the scope of this manual to offer professional advice legal or otherwise.

Therefor the author and publisher can not be held liable for problems created by following the guidelines and methods described in this manual. This includes but is not limited to financial, legal, insurance and public relations. It is repeated through out this manual that no business venture should be entered into without consulting the certified professional services of a lawyer, accountant, insurance agent and any other professional agency to legally operate your business.

The contacts and forms of this manual are samples and can not be used as binding documents as originally written. When you modify these documents and forms have them reviewed by a certified board approved attorney, accountant (CPA), insurance agent or any other professional agency to legally manage your business.

This manual was written with the intent of giving the reader the benefit of my years of experience in the event and wedding video production field. Within these chapters I try to cover many areas important to operating a successful production studio. The video production business is always changing and the reader is advised to remain flexible to each situation. There is no consistent method for proven success.

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DISCLAIMER It is not within the scope of this manual to offer professional advice legal or otherwise.

Therefor the author and publisher can not be held liable for problems created by following the guidelines and methods described in this manual. This includes but is not limited to financial, legal, insurance and public relations. It is repeated through out this manual that no business venture should be entered into without consulting the certified professional services of a lawyer, accountant, insurance agent and any other professional agency to legally operate your business.

The contacts and forms of this manual are samples and can not be used as binding documents as originally written. When you modify these documents and forms have them reviewed by a certified board approved attorney, accountant (CPA), insurance agent or any other professional agency to legally manage your business.

This manual was written with the intent of giving the reader the benefit of my years of experience in the event and wedding video production field. Within these chapters I try to cover many areas important to operating a successful production studio. The video production business is always changing and the reader is advised to remain flexible to each situation. There is no consistent method for proven success.

BUSINESS STRUCTURE Chapter 1 Managing A Successful Business Requires Good Organizational Skills.

Starting a business is like putting together a team. It involves protecting the business, protecting your personal assets and operating within the regulatory guidelines set by the governing authorities. You need to operate under the right type of business organization, buy the most cost effective insurance coverage, decide when to hire part-time or full-time employees and basically manage every aspect of your company. This requires good business skills and dedication. But you don’t have to be born with this natural ability to run a successful business. Identify the key elements, set them up properly from the start and you will have built a solid foundation for success. If you have the professional skills and experience to complete the required applications and filings you can save money by doing it yourself. With several years in the professional field, to this day I will not set up a business without consulting the services of a CPA, insurance agent and an attorney. A seemingly minor issue could cause major problems in the future. Proper business structure will give you the most protection for your situation. Setting up your business structure is usually a one-time event. So spend wisely. Don’t be penny wise and poundfoolish. Your first priority is to maintain a high level of professionalism while protecting the business, yourself, your family and personal assets.

The following sections define four key elements of business structure.

1. Business Organization • Sole Proprietor • Limited Liability Company (L.L.C.) • Partnership (General and Limited) • S-Corporation • Corporation 2. Business Insurance • Property & Casualty • Errors & Omissions 3. Employees vs. Subcontracting 4. Legal Issues (Liability) 1. BUSINESS ORGANIZATION: Business organization defines federal registration, ownership, who controls the business and who is responsible for setting the policies and objectives of your company. It determines the type of federal registration, state registration, tax liability, insurance coverage, personal liability and every aspect. If you are not operating under the proper business organization it could result in financial consequences and even the loss of your business.

Sole Proprietor

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Sole proprietor is one person owning the company in its entirety. You are in total control deciding how to manage and operate the business. It’s the easiest and most flexible form of business organization. The advantages of a sole proprietor are you are your own boss.

Start up cost is typically low when it comes to registering your company with the federal, state and local administrative branches. A standard business insurance policy with an inexpensive premium will give you good protection. Your office and studio can operate within one or two rooms of your house. Camera and productions equipment can be purchased for a fraction of what it cost several years ago. Marketing and advertising cost can be kept to a minimum. The twelve steps to selling your services are described in the Marketing Your Business chapter five of this guide. You can hire employees and subcontract on an as needed basis.

The disadvantages are if something happens to you the business suffers or could close.

Health and disability insure is difficult to obtain and expensive. You have unlimited liability which could result from your actions, the actions of your employees and even subcontractors. This exposure could ultimately cause the lost of the business and personal property.

To establish a Sole Proprietorship you will need to register your company with the federal government Internal Revenue Service (IRS) and be issued a federal tax ID. File registration papers with the Secretary of State. Register within the municipality your business is located for property tax. Be in compliance with the zoning commission to operate the business. You may also need a state sales tax number from your state Department of Revenue Services (DRS) if it applies in your state. All the forms are readily available. Contact or visit the web sites of the IRS, DRS and your town or city clerk. Consult a qualified professional, an attorney and accountant when establishing your company and filing forms.

Sole Proprietor Sole Owner.

Advantages You are your own boss.

Financing.

Start up cost are low with a home office and studio.

Business Insurance.

Business/Event-video coverage is available in standard inexpensive policies.

You only need to cover yourself and your family.

Health Insurance.

Taxes.

The business is filed under a Schedule “C� for federal taxes. File with the state for state income tax (when it applies). Property tax is file within the municipality you are located. State sales tax with the state (when it

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Disadvantages The company relies on you alone.

Loans for the business usually require security such as your home or other personal assets.

Coverage beyond the standard policies can be expensive.

The premiums are expensive and coverage is limited with high deductables.

Your deductions can be limited with items such as depreciation and carry forward losses.

Employees and Subcontracting.

applies).

You can hire employees as needed. You can subcontract to other companies.

Your company, hence yourself, is still liable for the actions of your employees and possibly the subcontracted company.

Limited Liability Company (LLC) The L.L.C., Limited Liability Company, offers the same advantages as the sole proprietorship with the added advantage of limited liability separating the business from your personal assets or at arms length. Your company operates with the same flexibility as the sole proprietorship. You have full control of the business. Start up cost is typically low, registering your company, business insurance, home office and studio, equipment, marketing and advertising. You can hire employees, subcontract and basically operate with all the advantages of the larger firms.

The disadvantages are when something happens to you the business suffers or could close. Health and disability insurance is difficult to obtain and expensive. As a small business financing can be difficult where it may require security beyond the business Assets (This is covered in depth in the Chapter on Financing).

Again one of the main advantages of the L.L.C. is it separates the business from your personal assets.

To establish a Limited Liability Company you will need to register your company with the federal government Internal Revenue Service (IRS) and be issued a federal tax ID. File registration papers with the Secretary of State. Register within the municipality your business is located for property tax. Be in compliance with the zoning commission to operate the business. You may also need a state sales tax number from your state Department of Revenue Services (DRS) if it applies in your state. All the forms are readily available. Contact or visit the web sites of the IRS, DRS and your town or city clerk. Consult a qualified professional, an attorney and accountant when establishing your company and filing forms.

Limited liability Company Advantages Sole Owner.

You are your own boss you own it in the entirety.

Financing.

Business and personal asset liability.

Disadvantages If something happens to you the company suffers or could close.

Start up cost are low usually Loans for the business with a home office. usually require security such as your home or other personal assets.

Your business assets are This is still a new business separate from your personal entity and not consistent asset. This is added within all the states. protection if your are sued Personal assets could still

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Business Insurance.

Health Insurance.

Taxes.

Employees and Subcontracting.

beyond your insurance coverage or incase of bankruptcy.

Business/Event-video insurance coverage is available in standard inexpensive policies.

You only need to cover yourself and your family.

You file the business under a Schedule “C� for federal taxes. File with the state for state income tax (when it applies). Property tax within the municipality you are located. State sales tax (when it applies).

You can hire employees as needed. You can subcontract jobs to other companies.

be at risk.

Coverage beyond the standard policies can be expensive.

The premiums are expensive and coverage is limited.

Your deductions can be limited when it comes to items such as depreciation and carry forward losses.

Your company is still liable for the actions of your employees and possibly the subcontracted companies.

Partnership General and Limited A Partnership consists of two or more owners. In the general partnership the owners actively manage and operate the business. Each one is a general partner. For example one owner is skilled as a video producer and the other as a business and marketing manager.

Together they form a highly competitive team. The profits can be split along any agreed percentages.

In the limited partnership the limited partner only contributes money and does not materially participate in the management or operation of the business, the silent partner.

In both cases the start up cost is typically low when it comes to registering your company, business insurance, home office and studio, equipment, marketing and advertising. A partnership can consist of a combination of the two, both general and limited. The general partners have unlimited liability for actions concerning the business.

The business is liable for the actions of the general partners. Hence, if one causes damages while on company time the other partners can be held liable for his actions. The limited partner can only loose the money invested in the business.

A good example is when the business is sued beyond the insurance coverage it could cause the loss of the business, force the liquidation of assets and personal property to cover the suit. The limited partner will only be loose for the money contributed into the business.

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Here I would like to introduce the idea of cross purchase agreements. Cross purchase agreements are life insurance policies where the proceeds are used to buy the interest of the business in case something happens to own of the partners. It simply guarantees the control of the business remains with the original owners.

To establish a Partnership you will need to register your company with the federal government Internal Revenue Service (IRS) and be issued a federal tax ID. File registration papers with the Secretary of State. Register within the municipality your business is located for property tax. Be in compliance with the zoning commission to operate the business. You may also need a state sales tax number from your state Department of Revenue Services (DRS) if it applies in your state. All the forms are readily available. Contact or visit the web sites of the IRS, DRS and your town or city clerk. Starting a partnership is an involved process. Consult an attorney, a certified public accountant and business insurance agent when establishing your company and filing forms.

Partnership Partners (General and limited).

Financing.

Business and personal asset liability.

Business Insurance.

Health Insurance.

Taxes.

Advantages General - You are your own bosses giving the company more skill.

Limited – Investment only, limited loss and liability.

Start up cost are typically low usually with a home office or inexpensive lease.

Disadvantages The company relies on the partners. When something happens to any of the partners the company suffers or could close.

Business loans usually require security such as your home or other personal assets Your business assets are The business and each separate from your personal general partner are asset but still are at risk if responsible for the actions your are sued beyond your of the other. This could insurance coverage or in the result in the loss of the case of bankruptcy. business and personal assets.

Business/Event-video Coverage beyond the coverage is available in standard policies can be standard policies typically expensive and difficult to with low premiums. obtain.

You only need to coverage The premiums are for yourselves and your expensive and coverage is families. limited. Qualifying for group rates is difficult.

You file the business under Your deductions can be a Partnership Schedule and limited with items such as personal income for federal depreciation and carry taxes. File with the state for forward losses. Using tax state income tax (when it advantages can become applies). Property tax within complicated. the municipality you are located. State sales tax

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Employees and Subcontracting.

(when it applies).

You can hire employees on an as needed basis. You can subcontract to other companies.

Your company is still liable for the actions of your employees and possibly the subcontracted company.

S Corporation The S Corporation was originally developed to allow small companies operate with the advantages of a full corporation without the complicated restrictions and regulations.

Privately held the S Corporation is limited to a maximum number of stockholders.

Stockholders are the owners of the company. The organizational structure consists of a board of directors, managers and stockholders. Typically regionally based, company stock is offered on private basis to select people or businesses. This is a private placement. The S Corporation is regulated by the state banking commission. A financial firm such as a broker-dealer or investment banker, who is registered with the Securities and Exchange Commission (SEC), handles private placements.

The S Corporation offers limited liability to the stockholders. They can only loose the value of the stock. Example, if the company is sued beyond its insurance coverage the courts will not go after the stockholders.

The board of directors traditionally consists of a President, Vice President, Treasurer who is responsible for the financial operations and the Secretary who handles the administrative operations. The board of directors appoints top executives, the Chief Executive Officer (CEO) who is responsible for running the company, Chief Financial Officer (CFO) who manages the financial operation and high level management responsible for the daily operation of the firm. The stockholders who are the owners of the corporation typically have the voting power to elect the board of directors who set policies and objectives in accordance with the wishes of the stockholders. There are usually restrictions placed on the company stock such as no voting rights and liquidity.

This works great in theory.

To establish an S Corporation consult the services of certified professionals who specialize in this area. The registration is far more involved and requires the services of an attorney, certified accountant and financial professionals.

S-Corporation Ownership – stockholders.

Advantages You as a stockholder, an owner, have the same armslength liability protection as a full corporation. You can only loss the value of your investment.

Capital Financing.

Financing is available from any number of sources including the sale of company stock, business loans and venture capital.

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Disadvantages As an owner you are the last to be paid. There are usually restrictions concerning the sale of your stock, voting rights, dividend payments and pledging your stock as collateral.

You may have limited input on how the company is capitalized.

Business and personal asset liability.

Business Insurance.

Life and Health Insurance.

Taxes.

Employees and Subcontracting.

As a corporate entity the business can receive favorable interest rates.

The company assets are separate from your personal asset. This is added protection if the business is sued beyond its insurance coverage or in case of bankruptcy.

Business/Event-video coverage is available in standard policies, plus the policies can be tailored for your business in the form of insurance riders.

Key executive, employee life and health insurance coverage are readily available in individual and group polices giving added benefit and protection to employees and the company and owners.

As a corporation you have more expenses and tax benefits to reduce the tax liability.

Human resources are greatly increased. The corporation can hire employees as needed, establish subdivisions or subcontract other companies.

Business risk is limited to the value of the your investment. There is no risk to personal assets from financial, judicial or other business related liabilities incurred by the company.

Insurance premiums can be expensive due to the added risk coverage for a corporation.

It requires more policies, premiums are expensive and coverage is limited to deductibles and group rates.

The corporations are subject to double taxation at the company level and declared dividends.

The larger the company the greater the risk from organizational problems, actions of your employees and liability from subcontracted company.

Registering an S-Corporation is a complicated and involved process. It requires the services of certified legal, accounting and financial professionals. By law it has to be handled by a legal firm who specializes in this field, an accounting firm to the filing financial statements and a registered investment banker (registered broker/dealer) that manages the sale and distribution to the general public. The entire process is overseen and regulated by the Securities and Exchange Commission (SEC). Many books are written on the underwriting process and it is beyond the scope of this guide to go into great detail of the subject.

Corporation

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The corporation is an entity on to itself consisting of stockholders (owners), a board of directors who govern the company and the managers who oversee the firms daily operations.

The stockholders ownership is represented by stock certificates better known as shares.

For example if the company’s net worth is one million dollars and there are one hundred thousand stock certificates then typically each certificate is worth ten dollars ($1,000,000 ÷ 100,000 shares = $10 per share). If you own one hundred stock certificates you own one thousand dollars worth of shares and 1% (1000 shares divided by 100,000 shares) of the company. The stockholders elect the board of directors. The more shares you own the more votes you have.

The board of directors is typically made up of the president, vice president, secretary and treasurer. The board sets company policy and long range objectives. They appoint top executives such as the Chief Executive Officer (CEO) and Chief financial Officer (CFO).

Top executive officers usually hire top managers who handle the daily operations of the company. Executives and managers are responsible for generating profits for the stockholders. In turn the stockholders reelect the board of directors.

Illustration: 1.1

BOARD OF DIRECTORS President, Vise President, Secretary and Treasurer (Appoint: The Executive Officers)

STOCKHOLDERS Owners (Vote For The Board Of Directors)

• • •

EXECUTIVE OFFICERS Chief Executive Officer Chief Financial Officer (Hire: Top Management)

The board of directors hires the executive officers and managers.

The executive officers and managers run the company at a profit.

The stockholders are the owners who elect the board of directors.

Corporation Ownership – stockholders.

Advantages Stockholders control the company by voting for the board of directors. They are at arms-length and are not held liable for the actions of the corporation. You can only loss the value of your.

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Disadvantages Stockholders are owners and the last to be paid.

There can be restrictions placed on the sale of your stock, on voting rights, dividend payments and pledging your stock as collateral.

Capital Financing.

Business and personal asset liability.

Business Insurance.

Life and Health Insurance.

Taxes.

Employees and Subcontracting.

Financing is available from a number of sources including the sale of stock, business loans and venture capital. As a corporation the business can receive favorable interest rates.

The company assets are separate from your personal asset. This is added protection if the business is sued beyond its insurance coverage or in case of bankruptcy.

Large capital expenditure is required. The company is sensitive to interest rates, the stock market and other economic factors.

Business/Event-video coverage is available in standard policies, plus the policies can be tailored for the business.

Key executive, employee life and health insurance is easier to obtain, giving added protection to the company and owners.

As a corporation you have more expenses and tax benefits to reduce the tax liability.

Insurance premiums can be expensive due to the added risk and riders to coverage the business.

The corporation can hire employees as needed.

Human resources are greatly increased. You can subcontract to other companies.

Business risk is limited to the value of the your investment. There is no risk to personal assets from financial, judicial or other business related liabilities incurred by the company.

It requires wider coverage, with higher premiums and greater deductibles.

Favorable group rates may be difficult to obtain.

The corporation is taxed and the individual shareholders are taxed on the dividends received – double taxation.

The larger the company the greater the risk from the actions of your employees and possibly subcontracted company.

Registering a publicly traded Corporation is a complicated and involved process. It requires the services of certified legal, accounting and financial professionals. By law it has to be handled by a legal firm who specializes in this field, an accounting firm to audit and file the financial statements and a registered investment banker (registered broker/dealer) that manages the sale and distribution of the securities to the general public. The entire process is overseen and regulated by the Securities and Exchange Commission (SEC) and the National Association of Securities Dealers (NASD). Many books are written on the subject of the underwriting process and it is beyond the scope of this guide to go into great detail of the process.

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As a small business owner, I would suggest registering your company as a single owner Limited Liability Company. It offers all the advantages of a Sole Proprietor with the added protection of your personal assets. Registration and tax filings are simplified and you own it in the entirety.

1. INSURANCE Insurance protects your business, incase of damage, theft and liability due to circumstances beyond your control. No business should be operating without insurance.

Homeowner’s policies do not cover your business whether operating within your home or at a separate location. Business insurance is a separate policy designed to protect your investment. Policies are written specifically for certain types businesses like retail, landscaping and video production. Consult an insurance agent to determine which policy is correct for your company.

The following Is A List and Description of Insurance Coverage.

• • • • • •

Property and casualty.

Liability.

Errors and omissions.

Health insurance.

Disability income insurance.

Long Term Care.

The first three, property and casualty, liability, errors and omissions you most have to protect your business, yourself and family. Health insurance you should have regardless of whether your are employed or running a business. Disability is difficult to obtain when you are running a business or self employed. Long term care is a consideration when you are approaching older years.

Insurance Should Cover But Not Be Limited To The Following Areas: 1. The policy should cover equipment at the business location, in the field and in transit whether in your possession, your employees or subcontractor. It should cover but not be limited to damage and theft. The policy should pay for replacement value since equipment rapidly depreciates.

2. The policy should cover property damage caused by you and your employees.

Someone representing your company could accidentally damage an expensive piece of property in a home, church or banquet facility.

3. Your policy should cover liability for personal injury in the case of someone injured by your equipment or on your premises.

4. If possible purchase an Errors and Omissions (E/O) rider. This covers lawsuits for missing important events such as the vows.

5. You should carry medical insurance that covers office visits, medical procedures and prescriptions.

6. Disability insurance to compensate for loss of income in the event you are unable to work.

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7. A Long term care that pays for rehabilitation and hospitalization not covered by or your standard policy. This is a separate recently offered policy and the premiums are expensive, costing into the thousands per year. Daily rehabilitation can cost as much as $350.00 a day.

Property and casualty Property and casualty insurance covers your business property in case it is stolen, damaged or lost. It includes production equipment, office equipment and any property under the business name. Coverage should be on and off premises and in transit. I point them out individually because policies can have different claim rates for different circumstances. It should state insured for replacement value. Insured for replacement value will cover most of the cost of replacing your equipment. Keep in mind that many policies will pay a flat rate on claims.

Tip: Consider purchasing major pieces of equipment like cameras from a supplier that offers an equipment loaner and rental program. Large items are difficult to replace and insurance claims take time.

Liability Liability coverage is standard with most business policies. It covers injury to others while on your property, on the job or negligence. Most policies will give you up to 1 million in aggregate, or total for the term of the policy. Coverage can be limited depending on the circumstances, or disclaimer. Every policy has a deductible dollar amount on claims.

This means you pay a dollar amount, say $500 before the insurance company pays the rest. A $5000 claim on a piece of equipment with a $500 deductible means you pay $500 and the company pays $4500. Shop around for the best policy that meets the needs of your business.

Errors and Omissions Errors and omissions insurance covers your business when you can not deliver a satisfactory product due to acts within and out of your control. This could happen due to any number of circumstances. For example you miss a portion of the ceremony because of weather, equipment failure or last minute restrictions by the clergy. Usually this is a separate policy and may not be written with the same underwriter. This coverage makes good sense considering you are taping in situation where you do not have control.

Health Insurance Health insurance while difficult to obtain is not out of the reach of small businesses. It should cover office visits, medical procedures and prescriptions. Family members and employees can be covered depending on the insurer. Some policies have dental and eyeglass riders. Every policy is different so shop around.

To obtain a policy one can buy direct from the insurance company but is usually expensive. Another alternative is to buy through a group or professional organization.

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Disability Income Insurance Disability income insurance is even harder to get the health coverage. Most companies simply refuse to write it. In theory the policy will pay you an income based on your earnings. So if you can’t work you’ll have an income.

Long Term Care.

A long term care policy pays for medical attention such as rehabilitation for long term illnesses. Long term medical attention can cost anywhere from $150 to $350 a day. While the premiums are expensive costing into the thousands per year, it is well worth considering as you approach the later years in life. With the cost of medical bills and loss of income you can easily fall into financial ruin.

2. EMPLOYEES vs. SUBCONTRACTING The advantage to hiring employees is it reduces the workload, which will allow you more time to concentrate on managing the business. Plus the additional skills can enhance your services.

Employees can be hired full time, part time or a combination of both. Full time employees require state withholding tax (where it applies), federal withholding tax, workmen’s compensation, higher insurance premiums, full time wages, benefits, medicare deductions, social security and possibly unemployment compensation. These payments are deducted from the gross amount of each paycheck and deposited into the proper accounts. Make sure you have a need for full time employees, they are more expensive.

Part time employees on the other hand require much less responsibility and are easier to hire on a temporary as needed basis. In many cases they qualify for a 1099 miscellaneous instead of a W2 form for federal tax purposes. Consult a Certified Public Accountant (CPA) or tax professional when determining filing status.

Remember that you are responsible for the actions of your employees. If they act irresponsibly, injure or fail to complete the job, you’re liable.

Subcontracting to another video production company is a good alternative. The person or company needs to be registered and filing as a business otherwise they could be treated as an employee, subjecting you to all the before mentioned responsibilities and liabilities.

The majority of the liability is transferred to the subcontracted company. You are booking a service and taking a commission.

4. LEGAL ISSUES: (Consult the professional services of an attorney. It is not within the scope of this guide to offer in any form legal advice. I merely want to point out some areas to address when meeting with your lawyer.)

When it comes to contractual agreements with your clients, communicate, ask questions and listen. Clearly explain the services your provide, how you provide these services and

12

what they can expect to receive as a final product. Always put it in writing. A contract is the best protection for both you and your clients.

Your Contract Should Cover But Not Be Limited To The Following 1. The services provided such as taping the event and delivery of the final product.

2. The location, times and dates should be clearly stated. It can be costly to leave this open.

3. Maintain ownership of the original tapes and finished product by stating it in your contract and copyrighting your material. It stops someone else from copyrighting it and claiming ownership of your work. Include a clause such as “This footage may be used for promotional, advertising and educational purposes”. It allows you to use the footage for advertising, demonstrations and bridal shows. In some cases it is difficult to contact couples to get their permission.

4. Limit your liability for services unable to be completed by adding a disclaimer. This covers uncontrollable circumstances such as late arrival due to weather conditions, traffic jams, restrictions by the church or synagogue, people obstructing your view causing you to lose an important shot, another conflicting service or being in one place taping when an unannounced major event takes place.

5. Limit you financial liability to only the amount of money received by adding a disclaimer. This may help limit your liability if it goes into litigation. An example could read, “In the event such service is judged unsatisfactory the studio is only liable for the amount of money received”.

I have always made it a practice to obtain written permission for the use of the footage beyond what is stated in the contact. It makes for great public relations.

When dealing with other businesses, legal issues can arise from several situations.

Another service, photographer, DJ or caterer may claim you interfered which resulted in the delivery of an unacceptable product and damaged their business reputation. The client maybe suing them and they in turn may try to sue you. Your best defense is communication. Don’t get in each other’s way and above all exercise professionalism.

Remember To • • • • • • • •

Make friends with the caterer.

Make friends with the wedding coordinator.

Make friends with the photographer.

Make friends with the DJ. Make friends with the bandleader.

Make friends with the person waiting on your table.

Make friends with anyone who is associated with the wedding.

Tip the bartender.

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EQUIPMENT Chapter 2 TO PRODUCE A PROFESSIONAL PRODUCT YOU NEED THE RIGHT EQUIPMENT. Here Are the Four Categories of Equipment 1) 2) 3) 4)

CAMCORDERS – Consumer, pro-summer and professional models.

AUDIO – Camcorder microphone, wireless microphone system and audio mixer.

HARDWARE – Tripod and lights.

ACCESSORIES AND BACKUP – Back up camera setup and emergency supplies.

1) CAMCORDERS Camcorders come in three categories. Consumer, Pro-summer and Professional. All these models are available most everywhere from department stores chains, video supply houses and web sites retailers.

• • •

Consumer (Inexpensive): $500.00 to $2000.00 Pro-sumer (Moderately Priced): $2000.00 to $5000.00 Professional (Expensive): $5000.00 to $15,000.00

1. Consumer (Inexpensive): $500.00 to $2000.00 Consumer models range from $300.00 to around $2,000.00. All but a few are a single chip, 1 CCD image sensors and record in VHS, VHS-C, S-VHS, 8mm, Hi-8mm, digital 8™ and Mini DV formats. All of the major manufacturers have a large selection of consumer camcorders. Compact and lightweight they are good for the family outing and parties but are difficult to adapt for professional use. Many come with an incredible amount of effects, bells and whistles. Most of these effects are useless for wedding videography by the simple fact that they are in the camera and can only be used during taping. Once it is on the original footage you change it.

From a profession point of view I would buy one that records in Mini DV format. The Mini DV known as digital camcorders (not to be confused with Digital 8™ which is a Sony proprietary recording process) have the IEE-1394 firewire interface to connect to your computer. Several models also come with the standard Y/C and composite analog outputs and or adapters. You can tape a wedding ceremony if the conditions are ideal, and I do stress ideal. The usual drawbacks are the lens network, light sensitivity, color balance and lack of flexibility. Again, don’t be sold on effects. Concentrate on the camera’s image quality, ease of use and ability to compensate for poor surroundings like bad lighting, which is a continual problem when videotaping.

Before purchasing go to your nearest retailer and try them hands on.

2. Pro-sumer (Moderately Priced): $2000.00 to $5000.00

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Pro-summer camcorders fall between the professional and consumer models with a price range of $2,000.00 to around $5,000.00. All the models have three chip, 3 CCD image sensors, which produce excellent color. They record in VHS, S-VHS, 8mm, Hi-8mm, Mini-DV and full size DV formats. Again, stay with the Mini DV or full size DV format.

Sony model DSR 250 takes a full size DV tape as well as Mini DV tapes. Pro-summer camcorders produce a great to excellent picture and for weddings you need not purchase more then a medium level $2000.00 to $5000.00 model. The lens network is superior to consumer models and the camcorder adapts nicely to adverse situations like color imbalance due to varying light temperature conditions, tight shots from long distances and high contrast levels caused by poorly lit rooms. Again, lighting is one of the major problems in video taping weddings.

Lease, borrow or assist another videographer to gain hands on experience. Once you are comfortable with the pro-sumer cameras you’ll realize the obvious disadvantage of the consumer models.

3. Professional (Expensive): $5000.00 to $15,000.00 Professional models range from $5,000.00 to $15,000.00 and more. They can adapt easily to most situations producing excellent results. Broadcast stations are starting to use lowend professional camcorders for news gathering and sporting events. I’ve used many different high-end models during wedding ceremonies, which is usually the most difficult part of day to videotape. Every model produced superb results. Expensive, but you will not go wrong.

I found the pro-sumer models a good compromise for quality and price. I have not heard a couple ask,” Was this taped with a pro-sumer instead of a professional model? ”. It’s almost impossible to tell the difference.

2) AUDIO Audio quality is equally as important the quality of the video. Outlined are three methods used to record live audio. They are also covered in chapter 4, Technique.

1. Camcorder microphone.

2. Wireless microphone transmitter and receiver.

3. Mixing several wireless microphones in a wireless system using a small audio mixer mounted on or near the camcorder. You can produce a finished audio mix as you’re taping.

Audio equipment comes in a variety of configurations, reproduction quality and price ranges. You don’t need to over speed on a state of the art high-end system to achieve good quality results. Most camcorder microphones are designed for that camcorder and produce more then acceptable audio quality when it comes to recording wedding receptions and crowds. When it comes to interviewing a subject in a crowd during a wedding reception for example, you will need a hand held wireless microphone and receiver, or you’ll have conduct the interview in a quite area. Needless to say taping a wedding ceremony with just the camcorder microphone will produce disastrous results unless you’re right next to the couple. Using a stereo camcorder (a standard feature on the latest camcorders) allows you to simultaneously record the room on one channel and the

15

audio from the wireless system on the other, via the proper adapters. You can mix the audio in post-production or in real time using an audio mixer. Professional model camcorders allow you can select either the camcorder microphone on one channel and external audio from a wireless system on the other channel by switching it to line in. Less expensive camcorders may require an external microphone with an adapter for attaching everything to the camcorder. Several microphones are specifically designed for this application and already have the mounting shoe attached.

1. Microphones typically range from $35.00 to $400.00 in price. Spend around $50.00 to $150.00 for a good general purpose microphone (Cardiod pattern) or $100.00 to $250.00 for a directional shot gun unit designed specifically for camcorders. This will get you started. Professional models range from $350.00 to $1,200.00.

2. Wireless systems range from $150.00 to $1000.00 on up. Between $200.00 and $400.00 will buy you a Hi Band system with acceptable quality. Hi-band systems reduce the chance of interference from outside sources. With a lesser quality system, 47 MHz, anything from a CB radio to a transmission tower can interfere with the audio reception, a serious problem during a wedding ceremony. No system is infallible.

3. Audio mixers designed for live application typically range from $45.00 to $300.00.

They’re compact and lightweight allowing you to mount it in a convenient area.

3) HARDWARE Use a tri-pod. A tri-pod will give you steady shots and relieves the burden of carrying the camcorder for long periods of time. Did someone say Chiropractor? It’s great during ceremonies and long event sequences during the reception. Tri-pods range from $125.00 to $1200.00 on up. Buy one with a fluid head and quick release mount designed to support the weight of your camcorder. Between $200.00 and $450.00 should buy a good sturdy model capable of holding the smallest to the largest units you’ll encounter. Fluid head models give you smooth movement while panning and making adjustment, which blends nicely into your finished production.

Standard tripod dollies will fit most tripods. A tripod dolly makes it easier to move the camera around during the ceremony and reception. It makes the job so much easier when you develop the technique for using a tripod mounted on dollies, a straight tripod and hand held off the shoulder videotaping styles. You can’t predict when you have to use one of the three.

Use a camcorder light powered by its own battery. You don’t need it all the time but it’s available when the lighting is insufficient. Some units use the camcorder battery to supply power to the light. It’s convenient but will drain the battery faster, which may cause you to lose an important shot. This is a good reason to carry errors and omissions insurance. Typically a 20 watt to 50 watt light will supply you with plenty of illumination. They are designed to attach to the mounting shoe on your camera or a mounting adapter. Be aware, some consumer model camcorders do not have a mounting shoe and therefore require an adapter. I’ve seen adapters on the Internet for as little as $15.00. Retail is usually around $60.00. It’s worth a little shopping.

A light defusing lens produces more linear or even lighting by dispersing the light. Much like the effect a photographer achieves when bouncing the flash. They are a bit more

16

expensive but do not attack your subjects with as much harsh direct lighting. Any video light will offend the subject when they are looking into it directly.

Some consumer models come with a built in camera light. I found these to be totally useless.

4) ACCESSORIES AND BACKUP Always carry backup equipment, accessories and tools to the job. These are necessities you’ll be glad you have when faced with an emergency situation. Backup equipment is essential. During the ceremony your backup system should be recording in a stationary position on the same audio channel adjustments as the other camera setups. We usually have it stationed in the back of the church, out of the way but accessible should the need arise. It also makes good filler shots. If your main camcorder goes down or the audio is unacceptable, you have the backup footage. You’ll still be able to deliver a professional product. Ideally, you should have two cameras and a stationary system during the ceremony.

Backup equipment doesn’t have to be new. Last year’s models will work fine and are less expensive. We use cameras that are two to three years old but never older. Always check to make sure everything is in good working condition before the job.

For my own set up I typically use the Sony DRS 250 pro-sumer camcorder or PD 170, monfrotto Bogen tripod, Azden wireless audio system, NRG adjustable light with a 50watt lamp.

The DRS 250 produces great results. It’s dependable and field worthy. It’s a full size shoulder model with viewfinder and LCD (Liquid Crystal Display). I love thoughs features. It adapts nicely for both field and studio use. “Taping The Church Ceremony” DVD was recorded with the DRS 250s using the only the available lighting in the church.

The PD 170 produces comparable results at a fraction of the weight. It takes a Mini DV tape which is available in 80 minute lengths. For hand held taping I attach it to a shoulder mount adapter. This gives it the ease of the DRS 250 when taping continuously for long periods.

The Monfrotto tripod model 3046 distributed by Bogen with the companion 3063 fluid head is a flexible dependable workhorse. A bit heavier then some aluminum alloy models it is considerably less expensive. Delivered, mine cost about $250.00 dollars Azden makes a great wireless system for the price. I’ve experienced minimal dropout and interference. It’s a selectable two-channel system with lavalier and handheld microphones. Both transmitters and receiver use 9volt batteries that supply plenty of receiving and transmission power. I’ve seen them on the Internet for as little as $150.00. for a complete basic system. They also make a mixer and a series of adapters for added flexibility.

The NRG light system comes with a dimmer for adjusting the light intensity. It can handle up to 100watt lamps but I’ve never gone above 50watts. With the variable adjustment I’ve reduced the illumination intensity to the equivalent of 10watts. The unit is designed to consume the amount of battery power equal to the amount of illumination.

17

A 50watt lamp scaled down to 20watts will only consume 20watts of power. With a 12volt 7amp battery I can run the light all day.

18

SAMPLE EQUIPMENT CHECKLIST The following is a checklist of backup equipment and accessories This list is available in the business forms and letters folder.

VIDEO: ___Camera ___Batteries charged ___Lens cleaner ___Tape ___Extra tape ___Camera light ___Extra camera light ___Light battery ___Extra light battery ___Tripod ___Tripod shoe ___Extra tripod shoe ___Tripod dolly

TOOLS: ___Screw drivers phillips and flat ___Mini screw drivers ___Pliers ___Wrenches ___Adjustable wrench ___Nut drivers inch and metric ___Clip leads ___Clips ___Volt meter ___Box of nuts and bolts ___Thumb tacks

AUDIO: ___Wireless system ___Batteries charged ___Extra batteries ___Clip on microphones ___Extra microphone and clip ___Hand held microphone ___Extra hand held microphone ___Microphone stand ___Extra cables

FIRST AID KIT:

LIGHT KIT: ___Lights ___Extra bulbs ___Light stands ___Cords ___Remote control ___Extra remote batteries ACCESSORIES: ___Step ladder ___Flash light ___Battery chargers ___AC extension cord ___Waiver strip ___Duct tape ___Fuses ___Audio and Video Adapters

WEDDING ACCESSORIES: ___Boutonnieres ___Corsages ___Runner ___Toss away bouquet ___Garter ___Tissues ___Bow tie ___Cumber bun ___Cuff links ___Sewing kit small ___Safety pins

EXTRAS: ___Cell phone - charged ___Umbrella ___Vinyl mat ___Business cards ___A pen and paper

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BACKUP EQUIPMENT: ___Camera ___Tripod ___Battery charged ___Tape loaded ___Wireless Receiver

FINANCING YOUR BUSINESS Chapter 3 Setting up your business will cost money. Money you will have to spend to get started and money you will spend to keep the business going. You can manage and operate a successful production studio without over spending. This chapter will help you set your priorities and spend wisely. There are items you’ll need to purchase, items you already own and ones you may not need. Some types of equipment and office fixtures can be bought used for a fraction of their original price. State of the art is always impressive. It utilizes the latest technology and techniques. But a good tripod designed five years ago is still useful today. A thirty year old file cabinet purchased at a tag sale for $10.00 will work just as well as a new one for $100.00. In fact, it has stood the test of time. You do not have to go broke starting your business.

The next few paragraphs will help you build a foundation for starting a professional business.

First, lets establish a few basic accounting methods every businessperson should know.

Accounting is on the cash basis or the accrual basis. The cash basis means that when you receive cash you declare it as income. When you spend cash you declare it as an expense.

If you sign a contract for a wedding in May of 2005 and charge $2000.00, take a deposit of $750.00 in November of 2004 you would only declare $750.00 income on your 2004 tax return. If you owe $1200.00 on a piece of equipment and made two payments of $100.00 each for the year of 2004, or $200.00, then your can only declare $200.00 of expenses on your 2004 tax return.

On the accrual basis you may have to declare the entire $2000.00 on your 2004 tax return as accounts receivable, and you would expense the entire $1200.00 as accounts payable.

NOTE: This Is Over Simplified Just To Give You An Idea Of The Difference Between The Two Methods. And I Do Mean Over Simplified.

Next, there is fixed cost and variable cost. Fixed cost is money you will spend just opening the doors of your business. Whether you book one hundred or no jobs your fixed cost will remain the same. An example would be rent. Rent remains the same regardless of the amount of clients. Insurance premiums are another expense that is fixed regardless of the amount of jobs you do.

Variable cost is the cost associated with the amount of jobs you do. As your jobs increase so does the variable cost. For example, when you video tape a wedding you’ll have supplies like videotape and packaging plus hire an assistant. Another example is advertising. The more you advertise the more it cost. Simple but to the point.

All of these factors have to be taken into account when establishing your yearly budget.

1) CONSULT THE SERVICES OF A CERTIFIED PUBLIC ACCOUNTANT. 2) CONSIDER HIRING A PROFESSIONAL BOOKKEEPER THE SERVICE IS NOT EXPENSIVE. 3) RELEYING ON AN ACCOUNTING AND BOOKKEEPING PROGRAM ALONE COULD RUN YOU INTO TROUBLE.

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Financing Methods The following is a list of several available sources for financing your business.

• • • • •

Cash, Checking account, savings account or CD Credit Card Personal Loan Equity Line of Credit Second Mortgage

Cash, Checking, Savings Account and Certificate Of Deposit (CD) are all readily available sources for financing your business. The FDIC (Federal Deposit Insurance Corporation) insures these accounts up to $100,000.00. The first three cash, checking and savings accounts are defined as demand accounts. You have access to your money on an immediate basis. CDs while enjoying the same FDIC insurance have a maturity date and require a written request to cash them in, or liquidate.

Credit Card purchases are convenient. With the ease most retailers accept them you can easily run up the bill. Most cards give you a credit limit of $5,000.00 to $25,000.00, but typically $15,000.00 is the maximum. The interest rate is usually variable and follows a major index with adding several percentage points above the index, the LIBOR plus 5% = 11% for example.

Several factors to take into consideration about your credit card terms.

• Late payments can cost a penalty.

• Miss or pay late a couple of times and your interest can rise to the maximum, usually around 29%.

• Credit Card Companies have the right to raise your interest rate to the maximum if you are late paying another creditor like a utility bill.

• When you pay only the minimum you will never pay it off the balance.

These terms are written on the back of application.

A Personal Loan is a loan that the borrower pays back to the lender for a specified period of time at fixed monthly payments. Personal loans usually are at a fixed percentage rate but they can be variable. You borrow $10,000.00 at 9% for five years and your payments will be approximately $250.00 per month for the next 60 months. Most are unsecured and there typically is no prepayment penalty. So you can pay it off early without having to pay a prepayment penalty. Everything is contingent on your credit rating.

Two other options are a short term note and a balloon payment.

• A Short Term Note is paid back all at once when the note matures in one lump sum plus interest.

• A Balloon Loan only the interest is paid during the life of the loan. When the loan is due you pay the amount borrowed. Thus the term Balloon Loan.

An Equity Line Of Credit is similar to a second mortgage. Secured by the equity in your home, it is a pre-approved amount, say $30,000.00 and you only withdraw the necessary funds. You’re under no obligation to use the available funds and monthly

21

payments are calculated on the amount borrowed. Payments are fixed but can be variable depending on the terms of the agreement.

A Second Mortgage, while providing a source of funds is secured by the equity in your home. Within your plan, always maintain a reserve amount of available funds. Payments are fixed but can be variable depending on the loan. Interest paid can be deductible and the payback period is negotiable, but make sure you do not have a prepayment penalty.

You will want to pay it off when your business grows.

Table 3.1 financing summarized.

•

Cash Sources Credit Card

•

Personal Loan

•

Equity Line of Credit

•

Second Mortgage

•

Cash, Checking account, savings account or CD Low interest fixed rate preferred usually variable, minimum payment required and obligation is continual until the balance is paid.

Installment loan, short term note or balloon payment.

(Secured or unsecured).

Available funds drawn as needed, fixed or variable rate, secured by real property, typically 10 years and only minimum payment required (interest) the balance due on maturity.

A loan secured by the equity on your real property (house), fixed or variable rate, periodic monthly payments and typically 10 to 15 years in length.

Setting Up Your Studio Starting new you’ll need a studio, an office, an editing workstation, field equipment and a viewing area for your clients. These are the initial cost or start up cost better known as capitalizing your business. Basically a one time expense. Then there is the cost of daily operations, promoting and marketing your services. These are your on going cost, many of which are variable cost.

Select your equipment wisely. Its usefulness depends on how you intend to use it.

Remember new equipment does not maintain its resale value. So buy what you need.

For your office and studio here is what you’ll need.

• • • • •

Office equipment, a desk, file cabinet, a copier or all in one printer-copier and an area to store office supplies and other materials.

A workstation with an editing computer, video monitors, tape decks and storage for disk and manuals.

A studio area to set up shots for in house productions depending on your business.

Storage for your field equipment such as cameras, tripods and accessories.

A viewing area for couples to sit, relax and comfortably meet with your clients.

After the initial expenditures of starting the business there are the on going operational and promotional expenses.

22

Starting out you will probably operate the business as a Limited Liability Company. Your company will consist of you the owner and a couple of part time assistance you hire on an as needed basis. The paper work, registration, bookkeeping and tax filings are relatively simple for a professional. Hiring part-time there isn’t as much paper work.

Your assistance will receive an MISC-1099 IRS statement for taxes, for example. Consult a certified accountant to properly set up your part-time and full-time employee’s payment schedules.

Bookkeeping is not a difficult task. If you don’t have experience or natural ability, hire a bookkeeper. Not only will they handle the books correctly, most have a good deal of experience with tax filings. One can be a real asset to your business. Prices vary but experience and word of mouth for a local business is the way I would go.

Bookkeeping, accounting and tax programs are great if you know what you’re doing with them. Again, don’t rely on them entirely. You are ultimately responsible for any errors with the tax filings. I would use a bookkeeping/tax program to aid not replace the bookkeeper.

You need professional equipment to produce professional results. Start with enough equipment to begin your business before investing in a full studio costing thousands.

Whatever the level you decide, paying for the equipment requires a little financial planning. Considering the cash needs, or cash flow of the business one can easily fall into financial problems. Cash flow is one of the main reasons businesses fail. The minimal amount it cost to start a videotaping service is small in comparison to other businesses.

By developing good business skills and employing creative marketing techniques you can keep your cost down to a minimum.

Depending on the level you want to start your business, there are several options for purchasing the right equipment. Whether small, medium or large you need not go broke getting started. Below are three typical levels of production studios and their associated financing.

• • •

Small Studio $5,000 to $9,999 Medium Studio $10,000 to $19,999 Large Studio $20,000 to $100,000 +

Small Studio Immediate Equipment Purchases: $500.00 to $9,999.00 For small purchases, amounts ranging from $500.00 to $9,999.00, cash, check or credit card is sufficient. With good payment discipline floating a credit should not be a problem.

If you have the funds available you’ll avoid debt with cash or check. This is a good option when purchasing enough equipment to test the business. The chapter on equipment will give you an idea of the studio you can purchase with this amount.

Maintain available reserve funds to cover your cost, typically 25% to 35% of your annual expenses. You’ll have good and slow periods.

Table 3.2 cash reserve.

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1. Annual Operating Expenses (Table 3.3 the sum of lines 24 through 39 excluding line 27 health insurance and line 28 rent) 2. 25% Cash Reserve ($9,370.00 x .25) 3. 35% Cash Reserve ($9,370.00 x .35)

$9,370.00

$ 2,342.00 $ 3,279.00

Annual operating expenses are based on the total yearly overhead of running your business.

With credit card purchases you can adjust monthly payments according to your income.

Use a separate card for the business. It’s better for tax purposes and the interest can be deductible.

Your total cash outlay in equipment for a single camera set up is $3860.00. (Line 13 Field Equipment Sub total $1,400.00 plus line 22 Editing Station Sub Total $2,460.00 from column B).

For a double camera set up your total cash outlay will be $4,885.00 (Line 13 Field Equipment Sub total $2,425.00 plus line 22 Editing Station Sub Total $2,460.00 from column C).

Example: One - Immediate equipment purchases Table 3.3

FINANCING YOUR BUSINESS EXPENSES SCHEDULE ONE Yearly Budget and Start Up Cost Column A Field Equipment 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

Column B Column C Low End Single Low End Double Camera Camera 450.00 450.00 450.00 175.00 175.00 175.00 150.00 150.00 150.00 250.00 250.00 250.00 125.00 125.00 50.00 50.00 200.00 200.00 $1,400.00 $2,425.00

Camera One Camera Two Wireless System One Wireless System Two Video Lights One Video Lights Two Tripod One Tripod Two Batteries and Chargers Wires and Adapters Cases Sub Total

13. Editing Station 14. PC or Mac

1800.00

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1800.00

15.

16.

17.

18.

19.

20.

21.

Digital Tape Deck S-VHS Tape Deck Copy VHS Decks 4 Distribution Amplifier Connecting Cables A/V Monitor Sub Total

22.

23.

24.

25.

26.

27.

28.

29.

30.

31.

32.

33.

34.

35.

36.

37.

38.

39.

Operating Expenses Advertising and Marketing Car Mileage Insurance Business Insurance Health Rent Legal and Professional Services Office Expense Lease or Rent Equipment Supplies Misc.

Taxes and Licenses Travel Utilities Phone Business 800 Phone Cell Internet Web Site Other Expenses Sub Total

40.

41.

42.

43.

44.

Office Equipment and Supplies Furniture Equipment Supplies Subtotal

45. TOTAL

• • •

•

245.00 225.00 50.00 50.00 90.00 $2,460.00

245.00 225.00 50.00 50.00 90.00 $2,460.00

3500.00 750.00 1000.00 3600.00 6000.00 1200.00 650.00

3500.00 750.00 1000.00 3600.00 6000.00 1200.00 650.00

225.00 300.00

225.00 300.00

225.00 915.00 480.00 750.00 350.00 $19,945.00

225.00 915.00 480.00 750.00 350.00 $19,945.00

750.00 500.00 225.00 $1,475.00

750.00 500.00 225.00 $1,475.00

$25,280.00

$26,305.00

These figures take into account that your are working from your home and are not paying rent.

You have health insurance coverage through your spouse, job or professional association.

Outfitting your office is flexible when it comes to buying used or new equipment. If your clients are going to have access to your office then it has to look as clean and professional as possible.

Your viewing area can be a room that doubles as an entertainment room complete with a full entertainment center described in “Marketing Your Business” Chapter 5; section 3 “How Am I Selling It”.

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1) Purchase $3,860.00 worth of equipment for a single camera set up or $4,885.00 for a double camera set up.

2) You have $3500.00 available in the bank as cash and or a CD. DO NOT TAP YOUR RETIREMENT ACCOUNT! 3) Pay $1,500.00 in cash leaving $2,000.00 in reserve. Almost 25% of your operating budget.

4) Finance the remaining $2,360.00 for a single camera set up or $3,385.00 for a double camera set up with cash, check, savings account or credit card. A small loan maybe an option but the minimum amount typically starts at $5,000.00. With a credit card if you have a slow period there is the option of paying just the minimum amount. It’s a good option when necessary but not a good practice.

5) If you charge your clients $1,200.00 per wedding minus expenses of $225.00 for the day, you’ll make approximately $975.00. It will take 4 weddings to pay for the single camera set up and 5 jobs to pay for a double camera set up.

When budgeting for a double camera set up simply add the field equipment subtotal difference of $1,025.00 (Line 13 column C $2,425.00 minus line 13 column B $1,400.00 = $1,025.00) and adjust your figures accordingly.

Midrange Studio Immediate Equipment Purchases: $3,000.00 to $19,999.00 Many event video production studios fall into this category when starting out or upgrading. A combination of cash, credit card, liquidating a CD or savings account and securing an equity line of credit on resident are your first options for financing the business. Most of your expenses are going to remain the same with the exception of purchasing 3CCD digital cameras and a faster computer with real-time rendering capabilities.

This level upgrades the camcorders from a single chip or 1CCD image devise to a prosummer 3CCD (Charged Coupled Device). The difference in video quality is considerably better. They produce truer color tones, the lens network is superior and the all around performance is better. They start at approximately $2,100.00 reaching a top price of around $3,700.00.

Example: Two - Immediate equipment purchases Table 3.4 FINANCING YOUR BUSINESS EXPENSES SCHEDULE TWO Yearly Budget and Start Up Cost Column A Field Equipment 1.

2.

3.

4.

5.

Camera One Camera Two Wireless System One Wireless System Two Video Lights One

Column B Column C Pro-summer Single Pro-summer Double Camera Camera 2750.00 2750.00 2750.00 175.00 175.00 175.00 150.00 150.00

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6.

7.

8.

9.

10.

11.

12.

Video Lights Two Tripod One Tripod Two Batteries and Chargers Wires and Adapters Cases Sub Total

13.

14.

15.

16.

17.

18.

19.

20.

21.

Editing Station PC or Mac Digital Tape Deck S-VHS Tape Deck Copy VHS Decks 4 Distribution Amplifier Connecting Cables A/V Monitor Sub Total

22.

23.

24.

25.

26.

27.

28.

Operating Expenses Advertising and Marketing Car Mileage Insurance Business Insurance Health Rent Legal and Professional Services Office Expense Lease or Rent Equipment Supplies Misc.

Taxes and Licenses Travel Utilities Phone Business 800 Phone Cell Internet Web Site Other Expenses Sub Total

29.

30.

31.

32.

33.

34.

35.

36.

37.

38.

39.

125.00 50.00 200.00 $3,700.00

150.00 250.00 250.00 125.00 50.00 200.00 $7,025.00

3200.00

3200.00

245.00 225.00 50.00 50.00 90.00 $3,860.00

245.00 225.00 50.00 50.00 90.00 $3,860.00

3500.00 750.00 1000.00 3600.00 6000.00 1200.00

3500.00 750.00 1000.00 3600.00 6000.00 1200.00

650.00

650.00

225.00 300.00

225.00 300.00

225.00 915.00 480.00 750.00 350.00 $19,945.00

225.00 915.00 480.00 750.00 350.00 $19,945.00

750.00 500.00 225.00 $1,475.00

750.00 500.00 225.00 $1,475.00

$28,980.00

$32,305.00

250.00

40. Office Equipment and Supplies 41. Furniture 42. Equipment 43. Supplies 44. Subtotal 45. TOTAL

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1) Purchase $7,560.00 worth of equipment single camera set up, $10,885.00 for a double camera set up.

2) You have $3500.00 available in the bank as cash and a CD. DO NOT TAP YOUR RETIREMENT ACCOUNT! 3) Take $1,500.00 and pay cash leaving $2,000.00 in reserve (Not the recommended reserve but lets be realistic).

4) Finance the $6,060.00 for the single camera set up or $9,385.00 for the double camera set up with the following options or any combination of the three.

• A credit card.

• Personal loan • Consider an equity line of credit (Secured by you real property).

5) Over a two-year period (24 payments) your payments will be approximately $356.00 per month for the single camera set up or $512.00 per month for the double camera set up at 12% interest.

6) If you charge $1,400.00 per wedding minus expenses of $325.00 for the day, you’ll make approximately $1,075.00. It will take 7 weddings to pay for the single camera set up loan or approximately 10 jobs for the double camera set up.

7) Your prices and will vary according to the packages and extra camera operators.

8) Maintain a reserve if possible for slow periods, I like to cover the down side.

Large Studio Immediate Equipment Purchases: $20,000.00 to $50,000.00 Large purchases are made to equip a full service studio. They can be financed with a general or limited partnership, second mortgage or line of credit. It is advisable to enter into this type of business venture and capital financing with the advice of an attorney, accountant and financial advisor. With a partnership you are sharing your business. A second mortgage and line of credit usually require your house as collateral.

With a partnership you are forming a business agreement to acquire financial backing from another party. When starting out this will probably be your easiest means to begin the new business. It’s difficult to obtain funds from financial institutions with a start up company. They usually require a large amount of security such as your house, investments and other personal assets. A partner will be more flexible and may also contribute skill and resources to the business.

Example: Three – Immediate Equipment Purchases Table 3.5 FINANCING YOUR BUSINESS EXPENSES SCHEDULE THREE Yearly Budget and Start Up Cost Column A Field Equipment 1. Camera One

Column B Column C Pro-summer Single Pro-summer Camera Double Camera 6500.00 6500.00

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2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

Camera Two Wireless System One Wireless System Two Video Lights One Video Lights Two Tripod One Tripod Two Batteries and Chargers Wires and Adapters Cases Sub Total

13.

14.

15.

16.

17.

18.

19.

20.

21.

Editing Station PC or Mac Digital Tape Deck S-VHS Tape Deck Copy VHS Decks 4 Distribution Amplifier Connecting Cables A/V Monitor Sub Total

22.

23.

24.

25.

26.

27.

28.

Operating Expenses Advertising and Marketing Car Mileage Insurance Business Insurance Health Rent Legal and Professional Services Office Expense Lease or Rent Equipment Supplies Misc.

Taxes and Licenses Travel Utilities Phone Business 800 Phone Cell Internet Web Site Other Expenses Sub Total

29.

30.

31.

32.

33.

34.

35.

36.

37.

38.

39.

125.00 50.00 200.00 $7,925.00

6500.00 650.00 650.00 150.00 150.00 250.00 250.00 125.00 50.00 200.00 $15,475.00

5200.00

5200.00

245.00 225.00 50.00 50.00 90.00 $5,860.00

245.00 225.00 50.00 50.00 90.00 $5,860.00

3500.00 750.00 1000.00 3600.00 6000.00 1200.00

3500.00 750.00 1000.00 3600.00 6000.00 1200.00

650.00

650.00

225.00 300.00

225.00 300.00

225.00 915.00 480.00 750.00 350.00 $19,945.00

255.00 915.00 480.00 750.00 350.00 $19,975.00

750.00 500.00 225.00 $1,475.00

750.00 500.00 225.00 $1,475.00

650.00 150.00 250.00

40. Office Equipment and Supplies 41. Furniture 42. Equipment 43. Supplies 44. Subtotal

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45. TOTAL

$35,205.00

$42,785.00

1) Purchase $13,785.00 worth of equipment single camera set up, $21,335.00 for a double camera set up.

2) You have $3500.00 available in the bank as cash and a CD. DO NOT TAP YOUR RETIREMENT ACCOUNT! 3) Take $1,500.00 and pay cash leaving $2,000.00 in reserve (Not the recommended reserve but lets be realistic).

4) Finance the $12,285.00 for the single camera set up or $19,835.00 for the double camera set up with the following options or any combination of the three.

• A credit card.

• Personal loan • Consider an equity line of credit (Secured by you real property).

5) Over a three-year period (36 payments) your payments will be approximately $659.00 per month for the single camera set up or $512.00 per month for the double camera set up at 12% interest.

6) If you charge $1,800.00 per wedding minus expenses of $325.00 for the day, you’ll make approximately $1,075.00. It will take 10 weddings to pay for the single camera set up loan or approximately 14 jobs for the double camera set up.

7) Your prices and will vary according to the packages and extra camera operators.

8) Maintain a reserve if possible for slow periods, I like to cover the down side.

Your available financial resources will be different depending on your situation. Adjust your purchases and projected income accordingly. Remain flexible to the changing needs of your business.

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TECHNIQUE Chapter 4 This section will outline basic technique for video taping a wedding. Taping a wedding is a combination of documentary and creative style. So what you tape and how you tape it is the most important factor. Remember that you can not go back and videotape something once you missed it. On the other hand, you can’t be everywhere at the same time. The idea is to capture the day’s events, friends, jokes and love of the celebration.

To achieve a professional quality video, follow this simple procedure. You won’t go wrong.

1. Hold the camera steady.

2. Frame the picture in the viewfinder.

3. Hit the record button.

4. When you’re finished shooting, turn the record button off before moving the camera.

5. Use a tripod when possible.

This will give you clean transitions from scene to scene.

The following applies to one camera and two cameras with reference to the first camera operator.

THE REHEARSAL DINNER: Taping the rehearsal dinner is important to many couples. It also gives you a chance to socialize the wedding party. You can tape the rehearsal prior to the dinner as well. During this time friends and family will make from the heart speeches. It’s great for public relations.

1. Start with an outside then inside shot of the church when taping the rehearsal and an outside shot of the restaurant or facility hosting the rehearsal dinner.

2. Take casual shots of the wedding party and relatives, but not all at once. Concentrate on socializing along with your taping.

3. Tape any dedication and toast, most are not rehearsed and are from the heart.

4. Take short shots of the group socializing and acting naturally. Don’t over do it, you’ll quickly become a pain.

5. Avoid taping people eating.

START AT THE BRIDE’S OR GROOM’S HOUSE: Pre-ceremonial events make for some of the best footage, starting at the bride’s house is a great way to begin the actual footage. When you use an assistant, they can start at the house or set up at the church.

1. Take an opening shot of the house, mailbox, car, motorcycle or anything that is special to the couple. 5 seconds of each will do.

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2. Take a shot of the wedding invitation, best done when the photographer sets up the shot.

3. Tape friends and family relaxing, laughing and partaking in ceremonial spirits. It’s great to catch people acting naturally.

4. Friends and relatives arriving make great shots because they are usually disorganized and comical on the video.

They’ll love it.

5. You’ll want a shot of the limousine arriving. Again, not long, just enough to establish the arrival.

6. Tape any dedication and toast.

7. When the bride, groom or wedding party departs for the ceremony, videotape them leaving. This makes for a great transition into the next scene.

THE CEREMONY: Ceremonies vary in sizes, locations and denominations. Still there are basics taping techniques that you apply to most every type. Recording good audio is as equally important as crisp video. A wireless audio system records great audio as if you are next to the person speaking. When using these systems give yourself plenty of time, at least an hour before the ceremony to set up and conduct tests. You can not fix a problem during the ceremony and postproduction audio repair is difficult, time consuming and expensive.

Hire an assistant who can help you set up or video tape at the bride’s house as mentioned before.

Single Microphone Wireless Set: 1. For a single wireless microphone set up, when possible attach it to the ceremonial officiant (priest, rabbi or justice of the peace). If this isn’t possible and usually isn’t, attach it to the groom’s lapel half way down on the side not facing the audience.

Another option is to attach it to the chupah or canopy. This will give equal distance from the bride, groom and officiant, but won’t be in the photographer’s pictures. One stereo channel records the ceremony, great for the vows. The other channel with the camera microphone will record the guest and music, referred to as room ambience.

Refer to the equipment section for system specs.

Multi Microphone Wireless System: 2. For a multi wireless microphone system you want to place the microphones in several strategic areas.

3. One on the officiant, usually impossible so go for the groom. Attach it half way down on the lapel of the tuxedo. If not possible, place it in the chupal or canopy 4. Place one on the lectern for the readers.

5. Place one in the central area of the sanctuary to capture the overall ambience.

During the ceremony you can mix the wireless audio into one channel while the camera microphone records the church.

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Refer to the equipment chapter for systems and manufacturers.

Pre-Ceremony: 1. Start with an outside shot of the church, temple, synagogue or the area in general.

2. Take a wide angle shot of the inside of the church, temple or synagogue.

3. Tape 5 second shots of the sanctuary, unity candle, gifts and flower arrangements. Use your creativity.

4. Tape the guests arriving. You don’t need a lot of footage, just enough to develop a setting. Change the angle of the shots to create an interesting perspective.

5. Capture any pre-ceremony events such as pinning boutonnieres or special presentations.

6. Take a couple of shots of the guests when most are seated.

7. Tape the wedding party arriving by limousine. Usually the groom, best man and ushers will arrive first followed by the bride, maid of honor and bridesmaids. Videotape them exiting the limousine, especially the bride being escorted by her father.

When The Ceremony Begins: This applies to taping with one, two and three cameras, where the third camera is located in the balcony. Reference is made to the first camera.

1. Be in a position to tape the family and wedding party coming down the aisle. Have the second camera take a wide shot. (Illustration One) 2. Tape the seating of grandparents, parents and any important people. Continue to have the second camera shooting wide.

3. Tape the bride and or groom being given away. (Illustration Two) 4. Most of all tape the bride being kissed if it is part of the tradition. The second camera is still angled wide.

5. If you’re taping the full ceremony, switch to the microphone positioned to record the officiant conducting the service.

6. The second camera should focus in on the couple and officiant.

7. Focus in on the readers and switch to the microphone positioned to record the person speaking. The second camera should focus on the couple, the quests and wedding party during the readings. (Illustration Three). The officiant will also be conducting the service from the lectern.

8. When the exchanging of the vows and rings is about to begin, focus in on the couple, switch to the microphone attached to the groom to capture this blessed moment. The second camera can focus on the couple for a different angle and for facial close ups, or on family members to capture the emotional reactions. You’ll want to develop your own style (Illustration Four).

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9. Tape the important events, the gifts, blessings, sign of peace, special readings, glass breaking and communion. The second camera should focus in on the couple, the guests, wedding party and family members during the rest of the ceremony. It should smoothly pan from one subject to the next stopping for several seconds on each one (Illustration Five).

10. Towards the end of the ceremony move to the back of the aisle to tape the recessional only if time will allow you to do so otherwise you’ll miss a part of the ending where the couple is blessed. With the second camera your movement will not be an issue (Illustration Six).

11. Tape the receiving line. You don’t need a lot of footage. Usually a total of four or five minutes. Capture a shot of everybody in the wedding party during the receiving line.

12. At the end, be prepared for an event like rice, bubbles, doves or whatever is planned.

Each ceremony is unique so you will have to use your judgement and abide by the rules set by the church, synagogue or justice of the peace.

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Illustration 4.1: Church Processional (You Are Camera 1) The illustration applies to one, two or three camera shots.

Sanctuary X

Lectern

Camera 2

Leaners Officiant Groom’s

Groom and Bestman

Men

X

Camera 1

Wedding Party Father & Bride Balcony

X

Camera 3

Position yourself 1/3 the way up the aisle. Facing the wedding party you’ll be able to get good shots of everybody.

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Illustration 4.2: Church Processional Kiss (You Are Camera 1) The illustration applies to one, two or three camera shots.

Sanctuary X

Lectern

Camera 2

Leaners Officiant

Bride’s Maids

Groom’s

Men

Father & Bride Kiss

Balcony

X

X

Camera 1

Camera 3

Turn the camera to follow the father of the bride and bride so as they kiss you are behind them. This makes for a great shot and one of the highlights of the tape.

36

Illustration 4.3: Church Readers (You Are Camera 1) The illustration applies to one, two or three camera shots.

Sanctuary

X

Reader

Camera 2

Officiant

Lectern

Couple X

Camera 1

Balcony

X

Camera 3

When the readers begin, position yourself in front of the sanctuary off to one side of the lectern as to not block the view. The shot will be great.

37

Illustration 4.4: Church Vows (You Are Camera 1) The illustration applies to one, two or three camera shots.

Sanctuary

X

Officiant Lectern

Couple

X

Balcony

X

38

Camera 1

Camera 3

Camera 2

Illustration 4.5: Church Remainder of the Ceremony (You Are Camera 1) The illustration applies to one, two or three camera shots.

Sanctuary

X

Officiant Lectern

Camera 1

Couple

X

Balcony

X

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Camera 3

Camera 2

Illustration 4.6: Church Recessional (You Are Camera 1) The illustration applies to one, two or three camera shots.

Sanctuary

X

Camera 2

Lectern

Officiant

Wedding Party

Couple

X

Balcony

X

Camera 1

Camera 3

When taping the recessional position yourself at the back of the church, at the end of the aisle off to either side. This will give you excellent shots of the couple and wedding party coming up the aisle and you won’t be in their way.

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FAMILY PICTURES: Family pictures are taken at the church or where the photographer likes the surroundings for creating a romantic setting. This makes great footage for creating a love story.

Remember that you’re capturing motion and sound so just don’t focus on the posed picture. Capture the joking and laughter as well. If you’re shooting with multi cameras, have the second camera go to the reception and start taping with the cocktail hour.

THE RECEPTION: Receptions can be fun and easy to videotape. There are several events that are important.

If you are coming from the Family Picture session try to give yourself enough time to arrive at the reception to take an outside shot of the hall. It establishes the transition.

Make contact with the bandleader, DJ or the person running the event so they will keep you on top of things to come during the day. Here is where an assistant can prove beneficial.

Taping The Reception: 1. Start with an outside shot of the reception hall or facility that is hosting the event.

2. Tape the wedding party arriving in the limousine.

3. Take a few minutes of the cocktail hour if you are not using a second camera. People are starting to loosen up and they’ll feel more relaxed as the day progresses.

4. Tape a few minutes of the wedding party in the bridal suite.

5. When the wedding party is to be announced, position yourself and start recording a few moments before they begin. The second camera should cover a different angle like the exit of a wedding party arch.

6. Anything can happen right after the newly wed couple enters. The first dance, a toast, dedication or hi-jinks. Be prepared for anything.

7. Look For The Main Events: • The first dance • Blessing • Blessing of the bread • Toast • Table shots of the guests best taken when everyone is seated and nothing is happening.

• Dedications (Birthdays and Anniversaries) • Special dances (Anniversary, group dances lead by the MC, etc.)

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The cake cutting • Parent dances • Garter and bouquet • Anything that’s announced 8. Let people talk and act naturally. Casually stroll through the reception carrying a hand held wireless microphone so people can be heard on the video over the crowd.

9. For the end, take a closing shot with the couple either kissing, waving good by or something the couple would like to dedicate. Follow the photographer, they’ll be taking a goodbye shot.

•

When shooting group dances, take aerial shots using a tripod or step stool.

NEVER stand on a table or chair. They aren’t stable, you could injure yourself or someone else and the caterer won’t like it.

Mix up the dancing and people shots. You want to capture the essence of the occasion. Every wedding is unique so be prepared for anything.

What to do: • • • • • • • •

Make friends with the caterer.

Make friends with the wedding coordinator Make friends with the photographer Make friends with the DJ Make friends with the band leader Make friends with the person waiting on your table Make friends with anyone who is associated with the wedding Tip the bartender

What not to do: • • • •

Do not eat a meal out of sight of the reception area. Something will happen and you won’t capture it. Most caterers are aware of the situation and take this into account.

Don’t visit the bar too often. Enough said.

Don’t force people to talk.

Avoid taping people, smoking, telling dirty jokes and with food in their mouths.

A word of advice. If asked to take shots of the bachelor or bachelorette party, don’t. The footage could cause trouble for the couple and you’ll be held partly responsible. Let their friends do it. In general, do not include footage shot by others. It’s a bad practice, which could reflect on the quality of your work. Happy Video Taping.

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MARKETING YOUR BUSINESS Chapter 5 Promoting your business is equally as important as the service you provide. Starting out you'll need to devote more time marketing to establish your company name and reputation. When used effectively networking, direct mailing, internet-web site, adverting in publications and participating in bridal shows can produce positive results. It takes a combination of these methods to achieve a full schedule of bookings. At same time, you can easily spend inefficiently and run out of money with very little or no bookings. A good marketing plan is the key to success. Without a plan you are headed for financial disaster.

A Couple Will Hire You For Several Reasons • • • • • •

Your work is unquestionably excellent. They trust you and only you, to capture this precious moment that marks a milestone in their lives.

Your name and reputation is held in such high esteem that an appearance at their function elevates them to new heights of social status.

No one else is available.

Your prices are the best. You may not be charging enough for your services.

A referral from a caterer, a wedding consultant or any other wedding related service with which you have established a networking relationship.

Word of mouth.

First, ask yourself these four questions.

1.

2.

3.

4.

What am I selling?

To whom am I selling?

How am I selling?

When am I selling my services?

1. What Am I Selling?

You are selling precious memories to be shared and enjoyed for generations to come.

Family and friends can see, hear and relive the moments of their special occasion, preserved through the marvels of modern technology. The first weddings I video taped almost twenty years ago are still enjoyed by couples, families and friends. It warms the heart when someone calls to have his or her wedding preserved by transferring it to DVD. Health and other reasons can prevent friends and loved ones from attending a wedding.

Couples can share this event when it is video taped. My web site, mccoyvideo.com posts video stills and video streams from recent weddings. Everyone loves it. I often get request for foreign conversions to share with relatives overseas.

I remember the first time a bride's mom cried watching their tape. At that point I realized what a precious family heirloom I made for them.

2. To Whom Am I Selling It?

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You are selling to family, friends and the couple. Two people, uniting as one to mark the beginning of a new generation. Parents and grandparents are seeing the reward for all the hard work and sacrifice that comes with raising a family. This is personified with the celebration of the religious ceremony marking the recognition of the blessed event. Older generations are reliving their wedding day and friends are overjoyed with the honor of participating in this special occasion. You are selling the video to all of the above parties.

3. How Am I Selling It? Your studio and location are two of the most important factors. When a couple walks into your studio they should be surrounded by an atmosphere of wedding themes, decorations, awards, credentials and cleanliness. It should be warm and inviting. You are selling love, romance, dreams, and fantasy and catering to vanity. You're a creative, professional artist. Let it shine. Exude confidence.

When a couple enters my studio the first thing they see is a wall with several pictures printed from the videos of recently taped weddings. The bride might comment, "I didn't know you take wedding pictures". I'll respond with, "These are actually taken from video taped footage. We can print an album or put together a photomontage on CD if you like. They look pretty good". You just sold the quality of your work.

To the right of the pictures is a fully outfitted wood grain entertainment center with a 30inch monitor, DVD player, and cable, VCR and surround sound audio system. None of the connections are visible. Again, organization and cleanliness are so important. Here is a tip. Purchase two identical remote controls that control everything in your entertainment set up. You want your clients to be comfortable and have control of what they're viewing. You should use the second remote so one doesn't have to be handed back and forth. Besides, it is always good to have a backup in case you loose one. On the wall next to the entertainment center are my awards, credentials and memberships in professional associations. I separate them from the pictures as to not clutter one wall with rectangles and squares. One represents art, the other professionalism.

For the seating arrangement there is a "L" shaped right angle couch large enough to seat several comfortably while allowing them to converse. In front of the couch is a coffee table and to the side a recliner. On the table are a photo album with video stills and an album of wedding invitations with thank you letters. They're great for casual viewing and represent my years of experience. Coasters, napkins and tissues are on the table. Tissues are handy when one of the family members cries while watching the video. Yes!!!

Displayed on the shelves are several video covers and albums. They give an idea of how the finished production will be delivered. I offer both prepackaged and custom covers. The rest of the room is decorated for comfort and socializing.

Tip: Have the contracts close by but not out in the open. You don't want to appear overly aggressive. .

Tip: When you detect the couple needs to make a decision in private, find an excuse to leave the room. It can make the difference between closing or losing the job.

44

4. When Am I Selling My Services?

There are peak buying periods during the year when you can command the best price WITHOUT OVER CHARGING. Typically the late winter to early spring is one of the best times. Many bridal shows are held during this period. Lately, price savvy brides plan their wedding date in conjunction with discounts offered by caterers and other services trying to increase business during slow periods.

An example is a catering facility charging $65.00 a person during peak season and $45.00 for the same package during the slow periods. Facilities usually book one to two years in advance. You want to offer discounts and increase your advertising at the same time caterer's step up their campaigns. It aligns you with the industry. Once a couple has set a date and picked a reception location they are ready to book the other services such as photography, entertainment and video.

Typically I suggest accepting deposits up to a year in advance. It confirms a year's income while allowing the flexibility to adjust prices and packages for the coming season.

There are several ways to promote your new business. The following paragraphs outline marketing strategies that will get results.

Marketing Strategies Summarized 1. Marketing From The Beginning.

• Tape church or synagogue services. Taping church or synagogue services to air on public access will give the community a chance to see your work. You'll gain experience and have a demonstration tape for viewing. The angles, framing and timing are similar to a wedding ceremony, which can be the most difficult part of the day to capture. Be aware that public access cable broadcast may drastically reduce the quality of your video caused by equipment limitations. This is a real consideration when using this to promote your business.

•

Offer to tape a wedding for free. Offer to tape a wedding for tree in exchange for a general to use it as a demonstration video.

•

Bring your video camera to a club or party. A club or party is similar to a wedding reception in many ways. Be careful not to become an annoyance, it can work against you.

•

Video tape local events. Video tape local sporting, high school, testimonial, parades and other community events. People will associate you with video production. Air the taping on local access. Again, consider the quality of the broadcast.

2. Networking with photographers and other services. Offer your video taping service through a photography studio, disc jockey, band, entertainment service, bridal consultant and or freelance for other video production studios. Pay a finder's fee to the service for the booking.

45

3. Advertise in publications. Advertise in bridal magazines, caterers' books, organizational flyers, newsletters and local. You’ll gain exposure and they are good for generating appointments.

4. Participate in bridal shows. Bridal shows give you a chance to meet couples directly, let them see your work and hand out promotional literature. Run a drawing for discounts on bookings and or prizes (Check your state and federal regulations concerning raffles).

5. A web site. A web site can be one of your best selling tools. It's convenient because it's always available. They can learn about your company, services and packages. It's flexible unlike printed material that can be expensive when you need to make changes. Wed sites are relatively inexpensive to maintain depending on the level of sophistication. Hire a web designer, you want your appearance to look professional.

6. Direct mailers. Direct mailing promotional packages can be extremely effective when targeted to the right audience. You can include everything from a simple introduction with contact information to a full package including company profile, prices, packages and demonstration video.

7. Produce a promotional video. Produce a promotional video for a service such as a caterer or bridal shop at very little or no charge in exchange for referrals. You'll gain experience and have a demonstration video of your work being shown constantly to potential clients.

8. Join local business organizations and associations. Join your local business associations such as the better business bureau, chamber of commerce, professional videographers association or any organization that will bring you in contact with potential clients.

9. Produce A Public Access Show About Weddings. When you produce a show about weddings or any other topic, viewers will view you as an authority on video production as well as the topic of the show.

10. Radio Advertising. Radio advertising can be very effective and very expensive.

Many stations are syndicated and reach hundreds of thousands of listeners. Since you are a regional business target your commercial airing within the area you plan to work.

11. Cable Advertising. Cable advertising is also very effective and costly, but with the added advantage of video. It is a highly effective tools 12. Phone Book Ads. A phone book ad gives your company an added level of credibility but they are expensive.

Tip: Know which types of services get hired first. They are the best to work with.

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Marketing Strategies Expanded 1. MARKETING FROM THE BEGINNING You have invested $.1500.00 to $5000.00 in equipment, haven't produced any weddings and therefore do not have representation of your work. You need experience. So where do you start? Here are several methods I found that get results.

Church or Synagogue Services is a good place to start when you do not have experience video taping a wedding. Air the production on your local public access channel. As you gain experience people will associate your name with video production. The location of the subjects, priest and readers during a service are similar to a wedding ceremony. Many services start with a processional and have the Eucharist, gifts, communion and end with a recessional. It is a great way to gain experience you’ll need and while learning how to angle, frame and position yourself for the best shots without being in the way. Being obtrusive is a major issue with many religious services. So develop your technique to accommodate the rules of the clergy.

Learn to utilize the camera controls under adverse conditions such as poor lighting.

During an actual ceremony shooting perfect original footage is difficult to say the least.

Become familiar with your equipment. This will give you the best chance of producing professional results.

Position your cameras to capture the sermon from the sanctuary, lectern, and congregation. The chapter on technique and the instructional DVDs offer good examples of where to position your cameras. Positioning will enhance what could otherwise be a monotonous production. Each ceremony is unique, a one time event. You want to become proficient. Plus this is also a great way to train new camera people.

Video Tape A Wedding for Free. Videotape an entire wedding for free in return for a release from the couple to use it as a demonstration video. You'll also want to ad this clause in your contracts. The experience you’ll gain while taping church services will prove beneficial. Refer to the Wedding Video 101: "The Basics of Taping A Wedding" and "Taping The Church" for more ideas. Capture all the important events of the ceremony and reception. Be professional but not annoying. Appearing as a guest will make the other guest feel more at ease. Your candid footage shot during the reception will turn out great. Catching people being themselves makes for the best video.

You should always be aware that usually one or more couples attending are getting married in the near future. One job could lead to several more bookings.

Tape Short Clips Of A Friend's Wedding and present it to them in a professional package. The couple will love it and everyone will see what a great videographer you are.

Chances are someone will offer to pay you to tape their wedding.

Here’s a tip. To avoid irritating the guess or getting in the way of the paid professionals, use a small camera. If you show up with a large professional unit, which looks like a TV station news camera, it might intimidate people. The paid professionals usually have a clause in their contracts allowing them to ask anyone in the way to stop taping. With a small camera you'll be perceived as having fun and will get great shots of folks acting naturally. I use a small unit for many of the shots during the reception. It works great. Of 47

course, what looks like a $500 camcorder is actually a $4000.00 hi resolution 3CCD digital camera. Hey, I'm a professional and can't sacrifice quality.

Assist Another Video Production Studio. It's a great way to gain experience, learn the ropes from a seasoned professional and even get paid. There's no substitute for first hand experience. No two weddings are the same. With each one you'll learn to adapt to the situation. The placing of a floral arrangement could cause you to position the camera in a different location from where you were during the rehearsal. There could be daytime interference with the wireless audio system that was not present during the rehearsal.

To give you an example a Saturday wedding will usually have the flowers delivered that morning. On a number of occasions we arrived to find a virtual forest of colorful arrangements. While adding beauty to the ceremony it is a real problem for the video.

Repositioning and an elevated tripod will overcome the problem in most situations.

You'll start making contact with other services as well. During the reception the disc jockey, photographer and videographer usually sit at the same table. It’s a good time to get to know others in the business.

Videotape Local Events such as testimonials, parades and town meetings. It’s a great way to gain exposure. Air the production on your local public access channel. People need to see your work to gain confidence in your ability. Remember that potential clients are placing their trust in you to capture these precious moments to share with generations to come. Prominent business people, politicians and clergy members attend the local events. It will enhance your contacts in the community. Not only will this lead to weddings it will generate other jobs such as baptisms, communions, anniversary parties and commercial jobs for local area businesses.

Once you’ve established yourself with families, organizations and businesses you’ll always have repeat customers. We’ve taped weddings, produced commercials, promotional tapes and set up web sites all within a circle of contacts.

2. NETWORK WITH SERVICES Network with photographers, disc jockeys, video studios, caterers, florists, wedding consultants, tuxedo and bridal shops, jewelers, limousine services or any wedding related business. Referring and networking is a cooperative venture where both sides bring something to the table. Here are some ideas of how networking has been employed.

•

Subcontract with a photography studio or work under their name. It's simple.

Work at a discount allowing the studio to profit when they book you for a wedding.

Example: Your average package sells for $1,500. The couple receives a 10% discount ($150) when they book you through the studio, which reduces the price of their video to $1350. You receive $900 and the studio receives $450 for booking the date. $450!!! Yes, paying commission, better known as a cut, is a profitable arrangement. Always remain flexible to the situation.

1) You're just getting started and you need the work.

2) You did not have to spend a lot of time and money marketing your business and meeting with the couples. The bookings and deposits are immediate as 48

opposed to the time lag of promoting a new business. You'll probably meet with the couple once before the wedding or just talk to them by the phone. Do the math. $900 divided by the total hours (meeting, shooting, editing and delivering)

1. Meeting with the couple 2. Shooting and travel 3. Editing and production 4. Delivering the DVD Total Time

1 hour 12 hours 15 hours 2 hours if they watch it 30 hours

$900 divided by 30 hours = $30 per hour If you were to book five jobs per month for nine months (the peak of the season) you would gross $45,500. Get the idea.

3) $450 per job is a great incentive for the studio to keep you working. Remember that you are benefiting from an established reputation, a short cut to making good money.

This arrangement can be applied to just about any business such as disc jockeys, video production studios, caterers, florists, wedding consultants, tuxedo and bridal shops, jewelers, limousine services etc. Be creative and expand on the ideas.

Disc Jockey: Offer the same arrangement with the disc jockey as the photography studio. A discount for the couple, a healthy cut for the disc jockey service and an appointment with the couple. Make a demonstration video for the DJ. Any good reception will do. It will help promote both of your businesses.

•

Band/Orchestra: Offer the same arrangement with the band as with the photography studio. A discount for the couple, a healthy cut for the band or agent and an appointment with the couple. Make a demonstration video for the band. Any good reception will do. It will help promote both of your businesses.

•

Video Production Studio: Offer to work for an established studio as a sub contracted camera operator or assistant.

You gain experience and establish your reputation. Catering facilities and other services will get to know you, making it easier to branch out on your own.

•

DO NOT TAKE JOBS A WAY FROM THE STUDIO WHO HIRED YOU. Disc jockeys, photographers, video studios and bands are services that work well for direct networking. Most couples categorized these as the same type of services.

Combining them into a one-stop business has become more common in the past few years. There are several types of business arrangements for combining these services.

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Partnerships, limited partnerships, L.L.C. and corporations all have advantages and disadvantages. Consult the Business Structure section of this manual for more information on the topic and always consult the services of a professional business manager, insurance agent, lawyer and accountant before proceeding with this venture.

3. ADVERTISING IN PUBLICATION Advertising in publications such as bridal magazines, caterers' books, organizational flyers, newsletters and local newspapers are great for generating inquiries for more information. As a regional business target your ad to the market you're trying to reach.

Bridal magazines will give you exposure and establish your company in the wedding industry. Place ads in publications that cover the area in which you are willing to travel.

They are usually published quarterly, semi-annually and yearly. Ads can cost from hundreds to thousands of dollars. Spend wisely. They are great for your company image and reach thousands of readers. Many offer payment plans.

To give you an example one-year we spent approximately $9,000.00 on our marketing campaign. We took out third page and halve page color ads in several bridal magazines and halve page color ads in several caterers’ books. We also placed classified ads in local newspapers. These turned out to be less expensive than anticipated. Each ad had our company name, the service we offer and contact information including the all-important TOLL FREE NUMBER for a free appointment and demonstration package. The ads were effective. Couples love to call you at your expense. That year we booked 30 weddings from the ads alone. Just about all the jobs were upgraded from the original package. Our average job sold for $1,400. For the couples who wanted a more elaborate production but thought they couldn't afford it, took advantage of our payment options that made it possible to purchase higher end packages.

Wedding publications ad a higher level of professional quality to your company. Several are regionally targeted and have the same appearance as the major national magazines.

They are usually divided into categories, which helps perspective couples easily locate your business. Your advertisement has to catch their attention. I suggest the top half of the page if possible.

Caterers' books reach a select audience, couples who are looking to have the facility host their reception. When a caterer recommends you, you're sure to book the job. This is a great source, but many caterers let you advertise only by invitation. Your track record comes into the equation. Don't hesitate to send the caterer a commission or sign of appreciation. It's worth it. There are video production companies who are the primary recommendation of a facility. They are almost guaranteed a certain amount of bookings before the start of the year. Give the facility preferential treatment. Don't forget the TOLL FREE NUMBER. Local newspapers are also a good source for generating leads. Many publish a seasonal wedding guide during certain times of the year. Larger papers can be expensive. You'll want to buy a large enough ad so as not to look like a little fish in a big pond. I suggest advertising in smaller targeted papers as well. These ads can be less expensive and reaching the same audience dollar per number of readers. Remember your target bookings are between 30 and 60 for the year. Keep it simple and to the point, service, reliability, contact information and the TOLL FREE NUMBER.

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Illus.5.1. Newspaper classified Ad

My Wedding Video Company Professional – Experienced – Affordable For Appointments and Free Demo Package

Call 800 - Tollfree

Illus.5.2. Bridal Magazine full color Ad

The weekend classified section of the newspaper is a good place to advertise. They reach the most readers per dollars for the week. Start by making a list of the papers most likely to reach your audience. Illustration 5.1 is a block ad with all the important information.

The idea is to generate calls. Your company name is an elegant script font typically used on wedding invitations. It gives a romantic impression. Printers will have a wide selection of fonts and will vary for each paper. The next two lines are information in a common print font such as Courier or Garamond. Followed by the toll free number in larger bold print to catch the readers’ attention.

We used a more elaborate four-color ad for the bridal magazines and caterers’ books, illustration 5.2. It has the same basic information as the newspaper ad with more wording and the web site. If you noticed we try to use the same basic theme for our business, from ads and promotional material to the finished products. The company name is in an elegant script font to signify a wedding theme. What we do and how it is presented is in a basic italicized font. Appointments and contact information are straight block fonts. The 51

web site is written as it appears on the Internet. All lowercase, for example, if the address is in lowercase. We used a shadow effect to make the fonts more pronounced. It helps attract the readers’ attention.

The background is comprised of blended layered images. We used a linear gradient tool to achieve the desired results but any soft edge-feathering tool will produce the same results. Many will use an ad you created on your computer from one of graphics programs like Adobe PhotoShop™.

4. BRIDAL SHOWS Bridal shows can generate a great deal of business. You're meeting directly with couples one on one. However brief the contact, they can view your work. Most couples are there because their wedding date is within the year. Shows that are held in the beginning of the year will result in bookings for that year. They can be costly and demanding. The typical price for a table can run from $400 to several thousand dollars per show. Most are for an afternoon so it's set up, sell and break down. Shows that run for a weekend are great because you and your sales people can take time with potential clients. You even have the chance book jobs during the show. Couples have more time to view your work and ask questions while getting to know you. This is a big plus considering you'll be interacting with their guests.

Your display booth can also cost hundreds to thousands of dollars depending on the size and location. We reduced costs by using some of our studio equipment but decorated the display with wedding items such as invitations, video still pictures, album covers, balloons, embroidered tablecloths and a company sign. The company sign is extremely important, so don't cut corners. Surprisingly, our display only cost approximately $2,000.

That year we participated in several bridal shows hosted by catering facilities and weekend events held in shopping malls.

Hire experienced sales people to work at the shows. They need to be knowledgeable in the wedding business whether it’s attire, consulting or services. Pay them well, they will generate a lot of business.

Remember: 1. Set up your booth to be inviting so you can greet the couples.

2. You and your sales people should be out in front, not behind a table as a barrier.

3. Set up two or more monitors for casual viewing.

4. Advertise your company with a professional sign. It is your company logo that couples will identify. Ours cost $475.00.

5. Have pre-packaged promotional material ready to hand out with a brochure, price list and business cards. You can include a demo tape or DVD. 5. A WEB SITE Let the site sell your services. It's one of the best means of promoting your business. It also gives your company an added level of professionalism. Everything from a signal page to a fully interactive site will produce results. We have booked well over half our jobs from the web site. At a time when millions of homes and businesses are on the

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Internet, a company web site is a necessity. When a couple contacts you about prices and services direct them to your web site. This saves time, energy and the cost of a promotional package.

Illus.5.3. Web Site Home Page

You Can And Should Include All Of The Following 1. A home page with your company name and logo (optional) and links to the other pages such as company history with credentials, testimonials, prices, packages, streaming video and contact information.

2. Clearly stated packages, prices and a TOLL FREE NUMBER to call for an appointment and a free demonstration package (prices are optional).

3. Testimonials from satisfied couples.

4. Your company profile.

5. Images that support the above information.

6. Contact information and a TOLL FREE NUMBER. Did I repeat that?

7. Additional design features: • Video and Digital still images from previous weddings. You can charge couples for this service.

• Streaming video so they can see an actual wedding demo from the convenience of their computer. Again, another service.

• Links to and from other services and publications. Networking.

A web site can run anywhere from $10 dollars to hundreds of dollars per month but is well worth the expense. We design our sites as well as host for several other companies but don't even think about it, we're not interested. Hire a professional web designer, it's well worth it.

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6. DIRECT MAILING Direct mailing adds credibi1ity to your company by putting something written into the hands of potential clients. It could be anything from a post card with your company and contact information to a full mailing package including a brochure, introduction letter, and a price list and demonstration video. You'll need a targeted mailing list. This is sometimes hard to come by and costly because wedding media publications release their list only to companies who advertise with them. Instead, use the mailing package as a follow up to a request for information. Make the initial contact first. Points to consider with direct mailing are as follows:

1. Printed material gives your company credibility. A package which gives a professional image such as brochures, flyers, letters and demonstration video will run anywhere from several hundred to thousands of dollars. Remember that printers usually have a minimum run.

2. Figure the cost and the time involved in mailing. Hiring a direct mailing company For mass mailings.

3. Obtaining a mailing list of couples will cost you the price of advertising in one of several magazines. An ad will give you even more credibility but publishers can be selective. Starting out new you do not have a track record. This can prove to be a disadvantage.

4. Unless requested, you are in the same pile as the rest of the junk mail. The response rate is typically low.

Your promotional package should include the following. You can add a DVD to the package.

• • • •

Company letter Price list summary Business card Company brochure

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Illus. 5.4: Mailing Package Company letter

SAMPLE BUSINESS INTRODUCTION LETTER Your Company Name Address Telephone Number Email and Web Site Let Us, Yourcomany, Capture Your Wedding Memories On Video:

YourCompany has been in the business of producing beautiful weddings and special occasions for over some amount of years. YourCompany is a member of any professional and International Association. Our production crews are happy to capture the wonderful events that mark the turning points in your lives.

Our Mission is to give you the best digital quality available today. We have captured some amount of wedding events and our experience separates the professionals from the amateurs.

When you hire us, you hire us for our experience and expertise.

We are dedicated to giving you the best Experienced Courteous And Professional.

Visit Our Web Site For Prices and Packages YourComanyWebSite.com Contact: CompanyTelephoneNumber

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Illus. 5.4: Summary price list

YourVideoCompany Wedding Package Price List Summarized-Sample YourAddress, State. ZipCode Tel: (800) Tollfree Fax: (800) Tollfree www.YourCompany.com All of our packages are produced with state of the art equipment so you receive the best digital video quality available today. Our experience ensures professionalism with the least amount of intrusion. You will enjoy your special day and have beautiful memories

Package One: Starts at $1249.00 Package One provides coverage of the ceremony, receiving line, formal pictures and the reception. You select additional features from growing up pictures and a highlighted recap ending that is right for your budget.

Package Two: $1549.00 Package Two provides full coverage of the ceremony, receiving line, formal pictures and the reception plus the addition of beautiful artistic effects with romantic music added to the finished production.

Package Three: $2149.00 Package Three provides all the features in Package Two: full coverage of the ceremony, receiving line, formal pictures, the reception and beautiful artistic effects with romantic music.

Plus a spectacular custom introduction, growing up pictures, the brides’ house, recap highlight ending with Honeymoon pictures and much more.

Our packages are serve as the starting points.

We can tailor your wedding video to meet your needs.

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Illus. 5.4: Business card

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Illus. 5.4: Brochure outside cover YOUR COMPANY KEEPS THE HAPPIEST SIGHTS AND SOUNDS OF YOUR LIFE ALIVE FOREVER.

DISCOVER THE JOY OF PLACING YOUR WEDDING DAY IN THE HANDS OF A PROFESSIONAL Equipment Our equipment is state of the art. We use professional 3CCD digital cameras and broadcast quality non-linear computerized editing suites.

This simply means the best viewing quality available.

Your Wedding Video Will Be Priceless!

Editing We capture all the important events and edit them into a beautifully produced version of your special day. Accentuated with dynamic special effects your video will be cherished for generations.

Multiple Camera Coverage Multi camera coverage showcases your wedding day in a way you never dreamed possible. We don’t miss anything important. Our two and three camera packages capture the essence of your wedding day. The passion, joy, laughter, tears, expressions, glances and pure emotions.

Special Effects Your video will be enhanced through the tasteful addition of special effects. Our cutting edge technology packs in more emotional impact without overwhelming your wedding video.

Affordability With Your company name you will enjoy the simple pleasure of unsurpassed quality. Your investment will bring a lifetime of joy. We offer packages to accommodate the diverse needs of our customers. You select the level right for your budget.

Just Marvel At The Wonders Of Your Wedding Day: • • • • • • • • • •

The Gown The Flowers The Reception The Food The Music The Dancing The Cake The Toasts The Family & Friends The Romance

Your Company Name

What A Beautiful Day

Life Should Always Be This Joyful.

Professional Wedding Videography

Illus. 5.4: Brochure inside cover

The Joys Of Life

Your wedding video keeps reminding you of the happiest day of your life... in vivid detail.

After all the planning, the details and anxiety comes to a glorious climax when you say those words. "I do." …This is called joy…

This is the dreamlike moment you want to keep fresh in your heart. Your wedding video will unlock all of the joy whenever you watch it.

Our camera operators are certified professional videographer with the Professional Videographers Association and members of WEVA, the Wedding and Events Videographers Association International.

Before anyone video tapes your occasion they go through thirty hours of classroom training and pass an exam.

Then they serve as an apprentice until such time we feel they are ready to video tape as a lead camera.

…Our wedding videos are exquisite...

You'll experience sensitivity and artistry when you view a wedding video created by us. We capture the beauty of your wedding dreams to keep the happiest day of your life alive forever.

Life should always be this joyful.

CALL TODAY 1-800 TollFree For a free appointment

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7. PRODUCE A DEMONSTRATION VIDEO FOR A RELATED BUSINESS Produce a demonstration video for a wedding related business such as a tuxedo rental, bridal shop, wedding consultant, a limousine service or wedding cake designer. Your work will be viewed constantly by potential couples and their friends. This arrangement works great with a discount coupon on your video services. When the couple hires that service they receive a discount on their wedding video, provided they book your services.

Grocery stores have been doing this for years with local businesses. Look on the back of your next receipt. You can give each business within a region an exclusive on your discounts. It's good for all concerned parties. As an added incentive, pay a commission to the business for every referred job you book.

I've used the discount offered and demonstration video method of promotion with great success. Here are three examples.

Example One: For a reception facility tape footage of an actual reception, include the hall, the grounds, cocktail hour, meals being served (avoid people eating), Venetian table and all the relevant events. Put it together a five to eight minute DVD or VHS tape for mailing and viewing. In return, give the couple a discount on their video when they book the facility. The couple saves money, the facility makes money and you've booked a job with very little effort.

Example Two: A local tuxedo rental outlet offers a $100 discount coupon off your video service when the wedding party rents their outfits. A small display at the counter is effective and well worth the expense of the display. If you are already booked consider subcontracting to another qualified video studio. Start hiring more camera operators. I do both and it works out well. Since there is the potential for liability exposure consulting an attorney, accountant and insurance agent before hiring and subcontracting is highly recommended. I would not venture into any business without doing so.

Example Three: For one of the local bridal shops we produced a video of a show of their most popular bridal gowns and bridesmaids dresses. The demonstration video scene constantly displays the quality of our work. The shop has a high quality presentation of their apparel. With the discounts offered we were almost 100% guaranteed the job if the date was available.

Our progressive discount is $100 off our inexpensive package, $200 off our medium package and $300 off our most expensive package.

8. JOIN YOUR LOCAL BUSINESS ORGANIZATIONS AND ASSOCIATIONS By joining your local business organizations you are making contact both professionally and socially. Organizations like the chamber of commerce and Better Business Bureau lends credibility to your company. By exchanging ideas, participating in workshops and attending functions your services will be the first considered. We belong to several and

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have found it extremely beneficial, not to mention fun.

The exchange of information is valuable even if it is not directly related to the video business. Good marketing strategy works across all industries. The main objectives are to maintain a presents in the community, deliver quality work which ultimately results in being hired by couples and businesses.

We joined a business group several years ago, which met every Wednesday. It consisted of eighteen businesses and professional people. The diverse group consists of an antique dealer, lawyers, real estate broker, landscaper, restaurant owner, car dealership and more.

The real estate firm wanted to promote their listing in the more cost effectively. I suggested an in house slide show CD. With the advantage of non-linear editing it is inexpensive and flexible. We gave them a great deal with the price break. Then offered to design their web site with interactive search and more. In exchange our cards and brochures were passed on to potential couples looking for an apartment or first home. We received a list as well. On the web site we included an advertising link to our site.

Remember this is local and targeted. Over a dozen weddings were generated yearly. We had to hire more camera people and subcontract to accommodate the business. We put together several other business web sites as well.

9. PRODUCE A PUBLIC ACCESS SHOW ABOUT WEDDINGS. When you produce a public access program about weddings or any other topic, the audience views you as an authority on that subject. Your production skills will demonstrate your ability to present material in a professional manner. Presenting yourself as an authority encourages potential clients to readily solicit your services.

To give you an example, several production companies produce public access shows with great success. They are entertaining, artistically creative and informative. Following the same format as a prime time production, each show is centered on a particular subject.

The introduction opens with elaborate graphics, usually from a collection of 3D graphic production openings available on DVD or tape available from any number of venders.

Followed by the host’s opening monologue pertaining to the topic of tonight’s show. This leads into footage actually taken from weddings on the topic being presented. Everything from the bridesmaid’s outfits to catering arrangements is covered throughout the season.

Next there is a segment on camera technique giving pointers on angles, framing, subjects and more. This is followed by another segment on comic outtakes. Followed by equipment pointers covering the pros and cons and the best way to utilize design features.

The show closes with credits and contact information.

Many access stations will restrict how you present your contact information if they considered it a commercial venture.

10. Radio Advertising. Radio advertising is very effective but it is expensive. There are syndicated and local stations reaching thousands of listeners. You are a regional business so target your commercials to be aired within the your area. Local stations operate like a local business. They are more directed towards the audience you are

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trying to reach. Since advertising dollars are the lifeblood of radio you are more likely to receive a better rate.

Advertising on national syndicated stations will ad a higher level of professionalism to your company. Serving a larger client base they are less likely to adjust their advertising rates. Expect to spend a lot.

Be aware that some stations change their programming during the day. The audience changes accordingly. Select the right time slot for the listeners you want to target.

Stations typically run contest giving away prizes to increase listeners. Participate when ever possible. We’ve found these to be very effective increasing the visibility of your company.

Have your commercial professionally produced. A poorly produced ad can damage your company’s image leaving listeners with a negative impression. There are usually one or two local audio-video studios that have experience in commercial productions.

The money spent will well be worth it. You’ll easily cover the cost with one wedding.

Advertise reliability, experience, price, professionalism and trust.

Table 5.1 Example Radio Ad OurCompany captures beautiful wedding day memories on video to share with generations to come. OurCompany has given families precious wedding day videos as keepsakes for over this many years. OurCompany has the packages to fit your needs and budget. From an intimate ceremony to a large all day celebration OurCompany promises to deliver the professional quality video you deserve on your wedding day. With our state of art production facility and reliable service, trust OurCompany with this once in a lifetime event. Call OurCompany at TollFreeNumber to set up a free appointment, that’s TollFreeNumber and see how beautiful and affordable your wedding video can be.

Dub in the right music and your commercial is ready to be aired. The production studio should have a library of free licensed music. You don’t want to infringe on any copyrights.

11. Cable Advertising. Cable advertising is also very effective and costly, but with the added advantage of video. Most cable ads are run in consecutive spots. You’ll typically purchase anywhere from forty spots on up. Prices vary according to channel, time and time of day. A day time on the half hour 30 second spot running three times a day in the afternoon will typically be more expensive than a morning schedule or one after 11:00 at night. Contact your cable advertising representative, they usually offer packages designed for local businesses.

More important is the quality of the production. You’re selling video production. Use professional high-grade equipment and stage the shots. Creative producers have

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successfully incorporate actual wedding footage but you are pushing the limit. When directing the shots you have control over the surroundings, lighting and all aspects of the commercial. Advertise quality, reliability, experience, price and trust.

12. Phone book ads are very effective. It gives your company an added level of credibility. When a couple doesn’t know where to contact a wedding video production company many first turn to the phone book. Phone book ads are expensive. Here in the Northeast, states are divided into many regions and categories for the same types of businesses. Covering several categories and regions can become extremely expensive. I suggest placing ads within the region your business will be operating, listed in the category that best describes your services. Some books even have a wedding video category. Many businesses simply use a single line ad that comes with the business phone account a block ad or larger will be more effective.

The objective is to make it easy to locate your number when using the phone book.

These marketing ideas will work for the start up and seasoned companies. Networking, advertising, commissions, incentives and maintaining a constant visual presents lead to success. These marketing techniques plus the combination of hard work and dedication that will keep you a cut above the other video production companies. I know from first hand experience. I used them all. Be creative and continually explore new avenues.

TIP: Companies are starting to use answering services instead of a digital answering system. Reaching a live person can make a caller feel relaxed and connecting directly with person is considered a real premium in this day and age.

TIP: Call forward from your business phone to your cell phone. Again, direct person to person contact can leave an impression of professionalism and reliability.

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PRICES, PACKAGES AND SERVICES Chapter 6 A wedding is the union of two as one, marking a new beginning. Love and memories is what you are giving them by capturing this milestone in their lives. Their children, grandchildren, great grandchildren and more can relive that special day through the marvels of modern technology. This is invaluable.

In addition to capturing this precious moment, you can increase your business by offering more services. Give them three sets DVDs with every package, one for the couple and each side of the family. You can sell additional copies for $25.00 each, but don’t charge that amount. $5.00 to $10.00 is sufficient. Everything from labels to packaging should be a coordinated a wedding theme.

Foreign conversions are popular such as PAL and SECAM formats. The cost is typically $25.00 per 1 hour of footage.

Still images and video clips can be posted on a web site. This is a great service. You can charge good money and everyone who attended the wedding including those who did not can enjoy the day’s events from the comfort of their homes. Stills images captured from video, digital still cameras, 35mm cameras and full motion video can be seen on the web site. Password protected each wedding so the couple can decide whom they want to view and enjoy the day’s events. The newlyweds and friends can enjoy clips of their wedding while on their honeymoon. Friends and family can select the photos they want to collect, leave messages and the couple can welcome visitors with a video greeting. They’ll love it. This service can sell from $250.00 to $1000.00 depending on the size of the site and amount of photos.

A full service editing and promotional house that specializes in special events offers all of these features and more. Highly recommend when you are getting established. The time, cost and learning curve for setting this up are prohibitive. Concentrate on your customers first. A promotional, editing and marketing company can give you complete packages contoured to your business. These services are priced wholesale, to allow for a reasonable markup so you can make money.

The following pages are examples of a price and package list and not written to establish pricing structure. Pricing, style and packages vary according to your services and geographic location.

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YourVideoCompany - Sample YourAddress, State. ZipCode Tel: (800) Tollfree Fax: (800) Tollfree www.YourCompany.com All of our packages are produced with state of the art digital equipment so you receive the best quality available. Our experience ensures professionalism with a minimum of intrusion. You will enjoy your special day and have beautiful memories to share for generations.

Wedding Package Price List

Package One: $1249.00 This introductory package is designed to let you select from the desired features such as growing up pictures and a recap ending listed in the Add on Features on the last page. It provides coverage of the ceremony, receiving line, formal pictures and the reception.

The Services Include: • • • • • • • • • •

A fully produced master video with a custom cover and matching labels Two complimentary copies of the fully produced master video Opening digital graphics Titles and the names of the wedding party Your ceremony with clearly heard vows and readings Segueway of the formal wedding party pictures from the ceremony to the reception Extensive coverage of your reception including the Introductions, First dance, Blessing, Toast, Cake cutting, Parent dances, Bouquet tossing and more Your video ends with closing digital effects Music is added to accompany the opening, closing and wedding party pictures.

Package One covers six hours of your wedding day.

Digitally Recorded for Superior Quality

“For the couple who only wants the best” (State sales tax does apply)

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Package Two: $1749.00 This package provides full coverage of the ceremony, receiving line, formal pictures and the reception. Two camera operators during your ceremony and beautifully tailored artistic effects with romantic music added to the finished production.

The Services Include: • • • • • • • • • •

•

A fully produced master video with a custom cover and matching labels Two complimentary copies of the fully produced master video for each side of the family “Our Wedding Day” opening with special effects and graphics Titles including the names of the Grandparents, Parents, Wedding party and Ceremony officiant A picture montage of family and friends with beautiful transitions Your ceremony with clearly heard vows and readings Digital transitions into your formal pictures and into the reception Extensive coverage of your reception including the Introduction, First dance, Blessing, Toast, Cake cutting, Parent dances, Bouquet tossing and more A spectacular recap ending with highlights of the day Music accompanying the opening, Titles, Picture Montage, Formal Pictures, Digital Transitions And Recap Ending to complete your video with a flair of precious memories Eight hour coverage of your wedding day.

Digitally Recorded for Superior Quality

“For the couple who only wants the best” (State sales tax does apply)

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Package Three: $2249.00 This package gives you all the services in Package Two: full coverage of the ceremony, receiving line, formal pictures and the reception. Beautifully tailored artistic effects and romantic music are added to your finished production.

The Services Include: • • • • • • • • • •

• •

We begin at the bride’s house. This opening sets the romantic theme of your video with spectacular effects and tender music A fully produced master video with a custom cover and matching labels Two complimentary copies of the fully produced master video for each side of the family “Our Wedding Day” opening with special effects and graphics Titles including the names of the Grandparents, Parents, Wedding party and Ceremony officiant A picture montage of family and friends with beautiful transitions Your ceremony with clearly heard vows and readings Digital transitions into your Formal Pictures and into the reception Extensive coverage of your reception including the Introductions, First dance, Blessing, Toast, Cake cutting, Parent dances, Bouquet tossing and more A spectacular recap ending with highlights of the day and Honeymoon pictures.

Honeymoon pictures make for a joyful ending to your special day. The story is complete from the beginning to the end of your celebration Music accompanying the opening, titles, family pictures, formal pictures, digital transitions and recap ending completes your video with a flair of precious memories Ten hour coverage of your day.

This package includes many more features, which are far too numerous to list.

Digitally Recorded for Superior Quality

“For the couple who only wants the best” (State sales tax does apply)

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• • • • • •

Add on Features: Growing up pictures…….…….……………………………………….. $ 100.00 (Includes 25 pictures, $2.50 each additional picture) Starting at the bride’s house…………………………………………… $ 250.00 A romantic formal pictures story………………………………………. $ 100.00 Recap ending……………………………………………………………$ 150.00 Honeymoon pictures…………………………………………………… $ 100.00 (Includes 25 pictures, $2.50 each additional picture) Additional hours………………………………………………...$ 100.00 (per hour)

(State sales tax does apply)

More Services: We Offer A Variety of Services to Enhance Your Wedding Day 1. Additional tape or DVD copies………………...

$ 25.00 ea.

2. Foreign conversions to PAL and SECAM……..

3. Prints, photo albums and photo CD: Prints…..$1.00 ea. 4x6 Prints…..$1.50 ea. 5x7 Photo album…..$250.00 (150 pictures 4x6) Photo CD…..$75.00 (100 pictures)

$ 25.00 (per hour of tape)

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Your Own Personal Wedding Web Site For everyone to Enjoy You, your wedding party, family, friends and guests can enjoy photos and full motion video clips from your own personal wedding web site. Completely password protected, only those who you want to share this moment have permission to view and enjoy the day’s events. Preview photos before sharing them with family and friends during your honeymoon. Photos from the video, digital cameras and table cameras are presented in a convenient viewing format. Friends and family can select the photos they want to collect.

A beautifully edited highlighted video version of the day can be shared with the wedding party, friends, family and guests. It’s a wonderful way to enjoy the moment with those who could not attend.

The web site package is priced to your occasion, typically……….$250.00 to $1,200.00

Our packages are a starting point for couples considering the best in state of the art video production as a way to capture this special moment in their lives. We want to give you the professional service you deserve. We are flexible to your needs.

Call for a free appointment (TollFreeNumber) Visit Our Web Site and See All The Beautiful Ways Your Memories Can Be Treasured For Years to Come. www.yourcompany.com These packages and prices are just the starting point. Samples are available in the contract and forms section of this CD. This is your business. So be creative and design it around your clients.

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SALES TECHNIQUE Chapter 7 – Interviewing Clients What is most important to a couple getting married when it comes to hiring a video production company?

Trust. They are trusting you to capture one of the most important moments in their lives.

The quality of your work actually comes second believe it or not. You can be the best wedding videographer in the area but they will not hire you unless they trust you.

So how do you gain their trust?

Presentation, appearance and answering questions honestly will win their trust. The first impression can make you or break you. Be friendly, confidant and willingness to listen.

Express a genuine concern for their special day. These considerations will win their trust.

Know Your Client.

You’ll need to gain an understanding of your potential client’s needs and the demographics in your area. Every region has a different set of circumstances. Analyzing buying patterns, price levels, services desired and product expectations are just some of the characteristics you should utilize when developing a target market. The more you understand the better you can serve your clients. Therefore, gathering useful information will give you the edge over your competition.

Technology changes rapidly in the media field but the wedding industry moves at a much slower pace. Advertising, desktop publishing, media sources, the Internet and computerized non-linear editing are subject to these rapid technological advances, but, the basics wants, desires and expectations of most couples remains the same. They want a professional service for a price they are satisfied to pay. I say satisfied to pay because it is not uncommon for a couple to pay more for the same type of service from a different company. That company is perceived to offer more value for the money. Photography is a good example. Wedding photos are wedding photos. The basic posses and shots pretty much have remained the same for years. What sets aside one studio from another is the artistic creative eye of the photographer. I’ve seen incredible differences in the same type of photo taken under the same conditions in the same setting. Like night and day, no pun intended.

So explore all avenues. Read bridal magazines, newspaper articles and other publications related to the wedding industry. They are a great source for marketing strategies and promotional ideas. Many articles are written about success stories and offer a unique perspective on creative and sometimes different approaches. A good promotional idea in the Northeast could be adapted to other areas like the Midwest even though the demographics are completely different. Since magazines are published weekly, biweekly, monthly, quarterly and semiannually you have ample time to read them.

Local newspaper articles are written for the readers in that particular area. They’ll give you an accurate perspective of what many couples are looking for. Some newspapers

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publish a seasonal wedding guide, which is a great source for advertising and new concepts. The wedding industry changes slowly but it does change. Stay abreast of the latest ideas your competition may offer. For example, one local company here in the Northeast sets up a photomontage on a large projector during the reception. Guess love to gather and be entertained by a series of family picture. They even go so far as to edit the ceremony on a laptop immediately afterward. Then show the edited version during the reception. Now that’s quick. Sounds like a lot of work? Their wedding packages start at $4999.95 and they usually book between 10 and 20 per month during the peak seasons.

They have several crews and all the camera operators are experienced. This company started offering video and photography packages starting of course at a higher price. I won’t even tell you the gross dollar amount per year. You figure it out. I do have the privilege of showing a portion of the owner’s home in the instructional DVD, “Videotaping for Real Estate Sales”.

The Internet is a great source for research and communication. There are numerous amounts of wedding web sites with endless amounts of information. Everything from the newest trends to extravagant affairs is posted on large and modest sites. Most have links to other sites that have links to more sites. Many have chat rooms and threaded groups as well. Get on line and join the network.

Join professional media and business associations. Attend the seminars and meetings.

They are a great source for knowledge and networking. You’ll find new avenues of media services you can offer clients, not just wedding video. Associations also have more buying clout when it comes to things like insurance and even regulations. Venders understand the purchasing power of such associations and cater to these groups. There’s a lot of deals and good information available. You’ll share experiences and ideas. Our local organization meets once a month. We focused on marketing ideas, what brides dislike, what they like and the best way to present your business. It will help you promote your company considering that the majority of couples are both working with many responsibilities and limited time schedules. As a result most of the certified members, if not all post packages and streaming video demonstrations on their web sites. This adds another level of professionalism that keeps us on the leading edge. It is not as expensive as one might think.

Find out what other video producers are charging in your area. The price at which other companies are able to charge for their services will give you an idea of the money you can charge. No I don’t mean price fixing, that’s illegal. You will soon realize that comparing prices are simply a benchmark. This is done all the time in many industries.

It’s called Market Price Analysis or MPA. One company may be able to charge twice as much for the same service.

Each region has a price level defined as support and resistance levels. Support being the lowest or the minimum amount you can charge. The resistance level is the most you can charge before pricing yourself out of the market. For example, in your area starting at $900.00 for a basic package could be perceived as a fair price. Any lower and clients will think something is wrong with your work. Or, charging $5000.00 for your top package when the most other studios are only able to get is $3000.00. You will price yourself out of the market. Other factors will affect you price structure as well, so do your research.

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A First Contact Example by Phone When the potential client calls you want to find out as much information about the event and the couple as possible without being aggressive. You’re establishing the groundwork for a working relationship. Some couples know what they are looking for while others need to be directed. Either way, you need to communicate.

Studio: My video production company can I help you?

Caller: I’m looking for a wedding video, how much do you change?

Studio: We have packages that start at any amount. Have you seen any wedding videos you like?

A price shopper usually has a set price they are willing to pay. Whether it’s from outdated prices, misinformation or limited budget. Don’t be annoyed. This type of opening question is common in the business.

You want to get them talking to gain a better understand of their purchasing and video needs. If they hang up then neither parties has wasted their time. On the other hand answering your question opens the door to communication. (Have you seen any wedding videos you like?)

Caller: My friend had baby pictures, music and names. I would like that in mine. Do you show a short highlight video of the day with the ceremony, pictures, and reception?

The caller is looking for a complete package and a highlight version with introduction, growing up pictures, maybe the bride’s or groom’s house, ceremony, formal pictures, reception and a recap ending. Two complete sets. That involves a lot of post-production editing. (My friend had baby pictures, music and names. I would like that in mine. Do you show a short highlight video of the day of the ceremony, pictures, and reception?)

Studio: It sounds like your friend had a nice video put together for her. We give package deals that give you all the things you mentioned and more. Video production has come a long way in the last several years. Do you have access to the internet?

You have reinforced the caller’s preferences which puts you on the same waive length. (It sounds like your friend had a nice video put together for her.)

Built confidence in your ability and demonstrated that your company remains up to date with the latest technology without sounding too technically oriented. (Video production has come a long way in the last several years.)

Plus, appealed to the price shopper aspect. (We give package deals that give you all the things you mentioned and more.)

Since you have her interest, turning to your company web site can save time and let her brows prices and packages at her convenience along with other concerned parties. Offer to send a promotional demo package as well. (Do you have access to the internet?)

Caller: Yes.

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Studio: Go to mycompany.com. All my packages and prices are posted on the site. Check it out and give me a call if you have any questions or when you are interested in setting an appointment. Would you like me to mail you a demo package as well?

If you want to continue the conversation you can ask more questions such as, “When is your date and where is it taking place, I want to make sure we’re available?”

More often they will book an appointment at the moment. The conversation was short, pleasant and to the point. Your web site provides all the information and does the selling for you. If the person is strictly a price shopper you did not waste your time.

The Appointment and Interview Questions When you meet with the couple these are your objectives.

• • • • • • • • • •

Your want to make them feel comfortable and build their trust.

How they envision their wedding day.

You want to know the times, dates and places the event is to take place.

Size of the wedding and any special events.

Their expectations of the services hired indiscrete or outgoing such as interviewing and off the cuff speeches.

What their guests are like and how many are invited. This is important when taping the reception.

What other services they hired.

How they envision the finished video.

You want to give them a clear understanding of how you will conduct yourself and what to expect for a final product.

Ultimately book the job.

Please note that you don’t need to show the demonstration video at the beginning of the appointment. Wait until they are comfortable and talking about their affair. Usually they won’t be giving it they’re full attention.

Greet the couple with a cordial and positive attitude, even if the weather conditions are not good. Your smile could ease the tension and result in booking the job. Here’s how the questions could run. During the appointment many questions will be answer prior to asking, so you need not repeat them.

1. How were the directions?

2. Can I take your coats (when it applies)?

3. Can I offer you a drink, soda, water, wine or beer?

(Once they are comfortable start the video) 4. It sounds like you’re having a small – medium – large reception?

5. What type of theme did you choose?

6. Who is your photographer?

7. How did you find them, they are a great studio?

8. Have you seen any videos you like?

9. Where is the ceremony being held?

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10. Are you having a full ceremony?

11. How many brides’ maids and ushers are in the wedding party?

12. How many guests did you invite?

13. Are there any special readings or prayers?

14. Are you having a receiving line?

15. Where are you going for pictures?

16. Where is the reception?

17. Is the cocktail hour during the same time as the picture secession?

18. Are you having an open bar?

19. Are you using a DJ or a band for entertainment?

20. Is there going to be any other type of entertainment?

21. Are there going to be any special events out of the ordinary?

22. Are there smokers or drinkers you might not want on your video?

23. Do you want me to avoid, bad jokes etc?

24. Where are you going for your honeymoon?

25. Would you like to include your honeymoon pictures in the video?

Closing the Deal At this point find a reason to leave the room allowing them to talk in private. It could make the difference between signing a contract or having them leave uncommitted. You can simply say, ”Would you like a couple of minutes to talk in private”.

When you return a simple question will move onto the close, asking for the deposit.

You ask, ”What do you think, have you decided to take the date?”

Couple, ”Yes, what do we do next, sign a contract and leave a deposit?”

You have successfully booked another wedding.

Objections If the answer is undecided you have a couple of options.

1) Your first option is to determine if they are still interested.

You ask, “Do you need a little more time to look around?”

You could offer the names of other videographers, “Have you checked out TheOtherStudio, they may be more inline of what you are look for?”

You have expressed a genuine interest that may result in hiring you after they looked at other video companies.

If they want to think it over you can offer to hold the date open till the end of the weekend. Chances are you are not going to receive a call for that date before Sunday night since the majority of appointments are held during mid-week.

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2) Offer to have them fill out the contract, take it with them and give them to the end of the weekend to return it signed with a deposit. I would not suggest signing the contract before it is returned with the deposit, it’s cleaner that way.

Ether way, once you have the commitment offer them your payment plans and be flexible. If they are not sure of which package to select, reassure them that anything can upgrade anytime before the final postproduction begins, excluding special features such as a seasonal love story that requires taping a year in advance.

Make sure they have written material and a copy of the contract when they leave. It creates positive reinforcement.

The following illustrations are of a sample contract and instruction letters. They are not written as legal documents or to be taken as legal advice. It is not within the scope of this guide or the author to offer such professional consultation. Consult an Attorney when construction legally binding contracts.

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VIDEO CONTRACT-SAMPLE Your Company Name Address Telephone Number Tollfree Email and Web Site EVENT CLIENT STREET ADDRESS CITY, STATE, ZIP HOME PHONE

WORK PHONE

FAX

EMAIL

SECOND CONTACT

EVENT LOCATION DATE

START TIME

END TIME

ADDRESS CONTACT PERSON

PHONE

EVENT LOCATION DATE

START TIME

END TIME

ADDRESS CONTACT PERSON

PHONE

SERVICES

VHS

DVD

MASTER

FOREIGN CONVERSION PAL

COPIES SECAM

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WEB PHOTOS COPIES

No#

VIDEO CONTRACT Your Company Name Address Telephone Number Tollfree Email and Web Site

Terms Of The Contract: 1. The studio is the primary official video taping service. Any other service or guest will be permitted to tape at our discretion.

2. The studio maintains ownership of the original footage, master and copies for copyright purposes and reserves the right to use the original and copies for display, publication or any other purpose. Please note that the use of other copyright material such as music, photos and video is illegal and can not be used without written consent from the owner of that copyright.

3. The studio makes every effort and precaution to complete the service as contracted, but can not be held liable for acts beyond our control. These acts include but are not limited to weather conditions, transportation conditions, restrictions set by religious organizations, facility, service or outside source. In the event such service is judged unsatisfactory the studio is only liable for monies paid.

4. In the event is postponement or cancellation, payments are non-refundable.

5. Finished products and any other media are will not leave the premises until the studio is paid in full.

Terms Of Payment: Deposit 2nd Payment Balance

Date Date On delivery of the finished product

Services:

Amount $

Subtotal Sales Tax TOTAL

Signed Client:____________________________________Date____________________

Signed Studio:____________________________________Date____________________

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YourVideoCompany YourAddress, State. ZipCode Tel: Toll Free Fax: FaxNumber www.YourCompany.com CHECK LIST: - SAMPLE

Dear Clients, The following will help us produce a higher quality video of your special day.

1) Please number and label the back of each picture in the order in which you want it to appear. If possible, try to choose pictures several years apart to show yourselves growing up. Six of each of you and six of you together is enough (18 to 20 in total).

We will reserve the right to exclude photos because of quality, graininess or they are out of focus. Of course we will put in any family photo you want.

We can fix photographs for the video and give you a new print (Priced by the photo).

2) Provide use with a printed list of everyone’s name in your wedding party and an invitation two weeks before your wedding date. Please check the spelling because the same name can be spelled several ways.

3) We are going to be with you for the greater portion of the day. Please make sure the caterer provides us, the photographer, DJ or band with a meal at the same time and in the same area as your guest. When something spontaneous happens we would not want to miss it because we were in another room out of sight.

4) In the event that one of your copies is destroyed or lost we can simply make another from the edited master if purchased. If your edited master were destroyed it would mean having to completely edit your wedding over again. So please take care of your edited master.

5) We are giving you a complete professional product and reserve the right to ask that others not be in the way during crucial moments. We would not want to miss it because someone was blocking our view.

Second payment due…………..………..$__________ We look forward to serving you on this very special day of your lives.

Sincerely Your Name

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DELIVERING THE FINISHED PACKAGE Chapter 8 Like children on Christmas morning, when you deliver the finish video production the couple should be overwhelmed with joy. They chose and trusted you to capture their precious memories. Now they are about to be rewarded for making the right choice.

Presentation, packaging and timing mean everything. Your presentation should be happy and confident. The packaging should be a theme of color coordinated romantic images and you should have it ready as soon as possible. Whether they are planning to pick it up immediately or in several months, always be prepared.

When the couple returns from their honeymoon they’re excited and can’t wait to see the video. They’ll be thrilled and often watch it in your studio before taking it home. Set aside extra time especially when they are coming together. Socialize with your new friends, you have developed a trusting relationship. Typically one or more couples who have attended the wedding are planning to get married in the near future. They’ll share the video with their family and friends. This will increase your chances of booking more wedding jobs.

• • • • •

Greet them with a smile.

Offer the same amenities as when you first met.

Let them know how pleased you are with the results.

Consider being dressed a little more casually.

Don’t be eager for the balance of payment.

Packaging is extremely important. This is a special romantic occasion. Whether using generic or custom created packaging give them a finished product with a wedding theme.

Labels, covers and packaging should colorfully match the occasion. I try to match the color of the bridesmaids outfits with the color coordinated packaging. The extra effort means so much and enhances the level of your video.

Always use glossy labels, covers and inserts. They look more professional. There are several ways to cost effectively accomplish this appearance.

The easiest way to deliver a professional package is to use standard wedding labels and inserts. They look good and come in variety of inexpensive to highly elaborate selections.

They are readily available from several venders and on the Internet.

The standard versions come in four-color glossy finish and one set will probably cost around $20.00 per wedding. A set consisting of three DVDs with labels and inserts, a condensed highlighted version with labels and inserts and a gift bag to carry everything.

Most venders have several styles along with other event packaging such as anniversaries, birthdays, bar mitzvah and holidays. Purchase from a supplier who sells the entire package. Trying to match items from different manufacturers usually does not work. The disadvantage is the finish does not allow printing. Customizing is not an option.

The next step up is preprinted labels, inserts and cases, which are designed for printing.

They come in the same selection as the standard ones but are a bit more expensive. They are sold in packaged sheets like any other inkjet paper. The cost will be around $25.00 for each complete package. The disadvantage is you are limited to the available selections.

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You’ll have to stock up if you intend to color coordinate the video package with every wedding color theme.

A third option is to make up templates and print each package according to the wedding theme. It allows you to personalize every video. The extra costs of printing will more then pay for itself when the couple receives their package. Everything from their names, pictures of the wedding and even the invitation can be designed into the labels, inserts and cases. The disadvantage is giving the appearance of a four-color professionally printed package. With the quality of computers, the newest printers are capable of producing a print so close that it will be hard to tell. Here are several tips to making your custom package look professional.

• • •

Print on glossy paper. Mat paper looks flat. The dull finish will not give a professional appearance.

Blend images together in a photo or paint program. One image can appear boring and does not set you aside from pre-packaged stock.

Designate an area on the labels and inserts for printing the names, dates and other pertinent information. Try to make the area one consistent color so that the fonts are legible. This is not to say that you may want to accomplish a gradient effect. Your creativity should be incorporated into the design.

There are high-end packages that incorporate color glossy printing and gold plated inscribed cases. Some can cost over $1,000.00. Usually these are reserved for the $15,000 weddings on up. If you are charging this much for your weddings then you don’t need to read this guide.

The following list and illustrations 8.1 through 8.5 will give you ideas and examples for delivering a profession package.

1. Use either generic printable or custom made labels, inserts and cases designed for weddings. Use a script type font similar to ones used for wedding invitations.

Generic labels are available from several suppliers and are designed for printing.

Custom labels are available in software packages and allow you to print their names, date, images or even a picture of the couple.

2. Covers should coordinate with the labels. Keep it consistent. Many suppliers sell matching sets and software packages that will give you this ability.

3. Use a gift box or gift bag that matches the bride’s maids outfits to carry everything. It looks like a present. There are also large multi video and DVD holders that are equally impressive.

4. Do not over advertise your company name on the final product. A business card inside the cover, your company's name in small print on the label and a credit on the video will be enough.

5. As mentioned before, let them watch it in the comfort of your studio. This shows confidence in your work and they’ll view it on a good system.

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Illus. 8.1 DVD label with matching color scheme. The rings are blended with silk background magenta matching the bride’s maids dresses. The white script fonts add an elegant finishing touch.

Illus. 8.2 The DVD cover insert is the same matching magenta as the DVD label with frame taken from the exchanging of the rings.

this day on we are united as eyes of love for all eternity to no other am I vowed to the devotion, healing, ting and sacrifice that the coming together can need you, t you you more than any words y‌

Wedding Memories Ou r We ddi ng Me mo rie s

Paula & James

Illus. 8.3

Paula & James

The VHS spine label is the same theme with the date in Times New Roman.

Illus. 8.4

October 2nd 2004

Paula & James October 2nd 2003

The VHS face continues the matching theme with the company name in small Times New Roman fonts.

Your Company Name

Illus. 8.5 The VHS cover insert is the same lay out as the DVD insert with a different image of the recessional.

d you, ou u more than any words can

Wedding Memories Wedding Memories

s day on we are united as one in of love for all eternity to see. ther am I vowed to the never devotion, healing, forgiving, and sacrifice that the union of g together can share.

Paula & James October 2nd 2003

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Have the finished video ready as soon as possible. You don’t know when plans change or other circumstances will have them demanding it sooner. At the same time do not offer to deliver it sooner then expected. This may give the appearance of a rush job and they are being over charged. Typically three to four weeks is a good time period.

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EDITING Chapter 9 Editing, or post-production, is an entirely separate skill. This section is written to give an overview of some basic editing structures and techniques. Post-production is the process where raw footage is converted into a finished product. Three-dimensional effects, rolling titles, fades, background music, photos and highlighted endings are all put together in post-production. Impressive, it gives you the ability to create a romantic and entertaining wedding day video. With the advent of today’s even changing technology, editing tools are becoming more productive and less expensive. This is both good and bad. On the positive side outfitting a studio has become more affordable with the price of computers coming down and the availability of editing software. Many programs that cost between $100 and $1000 can produce results comparable to machine costing thousands just several years ago. This also works to your disadvantage. The average couple now expects clear crisp video, clean audio, sophisticated effects and beautiful packaging, all at a price they can afford. This in itself is not unreasonable. In fact, as a professional videographer this is what you strive to deliver, a professional product. The issue is the time involved to produce these results. The less expensive totally software based systems can take a long time to render the video and effects. The more effects and compensation you add the longer it takes. Some systems are just too slow for high demand production schedules.

There are ways to speed up the process, which we’ll cover shortly.

Editing equipment comes in two basic categories, linear tape systems and non-linear computer workstations. Laptops have become increasingly more popular for editing but you’ll still find them limited for advanced application.

Linear editing, traditional VCR’s are designed for accurate control and multi-functions.

They are capable of assembly, insert, audio dubbing and frame accurate time code editing. Operated by a controller, they can be set up to perform a list of edits via an edit decision list. The system requires outboard processing gear such as a switcher, effects generator, a character generator for tittles and a color corrector for restoring true color tones.

Non-linear editing workstations, computers designed for editing video, are much like a large word processor. They’ll do what the non-linear systems can and much more by adding an incredible amount of flexibility. Restoring bad footage is easier where it might be impossible with the tape system. More advanced systems will offer digital transitions, effects filters, color correction and an audio studio within the program. You will need either a video deck or camcorder to transfer your footage into the computer via a fire wire card and IEEE 1394 digital cord.

In today’s editing environment I highly recommend non-linear editing over the conventional tape systems. In fact, quite honestly I can’t justify editing with tape at all. I haven’t used VCRs for editing in years. I only use them to transfer in and out of our workstations and deliver videotapes to clients who still request them. Hey, some folks still listen to audiocassettes.

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Linear VCR’s: (Advantages) 1.

2.

3.

4.

5.

They are reliable. The technology has been around for years, for years!

You can change jobs by simply switching tapes.

Multi-function editing capability, assembly, insert, time code and audio dubbing.

Systems are available from many manufacturers.

Easy to replace when one breaks.

Linear: (Disadvantages) 1. Limited in their ease of operation for creating special effects and layering due to generation loss. (A characteristic of tape machines) 2. You need an outboard processor-switcher, character generator, color corrector and special effects generator to produce professional results.

3. An audio mixing studio (a small set will do).

4. A lot of wiring and interfacing design for minimum signal loss.

5. Total cash outlay can be expensive.

Nonlinear computer systems: (Advantages) 1. Unlimited creativity, everything you need to create 2D and 3D titles, 2D and 3D special effects, correct the color balance accurately and a full audio studio are within the system. The titles have virtually an unlimited amount of font styles. Most programs allow you to contour the characteristics such as extruding, shadow, outline and color selection just to mention a few. Several give you a wide variety of motion effect such as dissolves, fades, twirls, slides, stretches and three-dimensional effects.

Video adjustments usually include red, green and blue (RGB), white balance, black balance, bright and contrast. Digital effects produce two and three-dimensional transitions with little of no generation loss. They offer the same and more flexibility as the before mentioned title effects. The added control allows almost unlimited creativity. Most come with a software based audio studio equipped with channel mixing, equalization, panning and attenuation. All the features found in a professional audio system.

2. Upgrading is easier. Software is readily available and always improving. Programs ranging from $100.00 to $600.00 will all the above mentioned applications and plugins. Starting at $600.00 or more many packages will include a proprietary IEEE 1394 fire-wire interface board that greatly increases the speed of rendering. Restoring bad video footage and audio tracks is easier where it maybe impossible with a tape system. One can learn to use the effects and color correction in creative ways to restore the video.

3. The system can maintain a library of video effects and audio tracks. Video introductions, segways and transitions can be imported as needed. This saves editing time and produces consistent results. You can have store video clips for every most type of event. Pre-package graphics are available from many venders and most are broadcast quality. Audio tracks can be imported to enhance your projects. Free licensed music is available to fit most any production from a variety of vendors.

Again, a real time saver. I suggest free licensed music, it avoids copyright infringements.

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4. You can interface with other graphics programs for added effects and correction. As sophisticated as the state of the art video and graphics programs are, no one program will give all the effects you want. Importing and exporting video into different programs will allow unlimited flexibility and control. And many programs will directly import other program applications.

5. Finished products are all the same quality. You can burn as many DVDs as needed with virtually no loss.

6. You can make a DVD master and produce large quantities of copies using the services of a dubbing house.

7. Need I say more?

Nonlinear: (Disadvantages) 1. They can be expensive. You can spend a couple of thousand dollars on up for a PC or Mac system with a consumer grade-editing program. While quite capable of producing a professional production, at that price the system will have drawbacks.

You’ll need to spend several more thousand dollars for an editing suite as demand increases.

2. Software for spectacular effects, video and audio restoration, will run into the thousands and you’ll need it to produce a high-end professional product.

3. Switching from one job to another is limited to the size of the hard drives. You’ll have to delete one job and load the other. The alternative is to use removable or external drives, which are more expensive but recommended.

4. Rendering, sophisticated graphics, can take hours even days depending on the size of your project and speed of the system. A major drawback is when something needs to be change after you’re finished. The footage will have to be re-rendered or reloaded into the system once it is deleted. Most systems will save an edit decision list but my experience has been they are not that reliable.

5. A real time rendering system, recommended if you are doing this for a living, is expensive. When you add the peripherals the studio can run as much as ten to twenty thousand dollars for one editing workstation. Add in the cost of the camera equipment makes this an expensive venture.

6. All systems crash!

None Linear Editing Systems Manufacturers Complete systems and discrete components are available from many suppliers. The following is a list of companies and systems. It is beyond the scope of this manual to list the technical specifications, advantages and disadvantages of all the editing suites.

Consult a dealer and attend a seminar conducted by a trained sales representative.

Considering the amount of time needed to master these systems, a trained sales rep or experienced editor is the only way to view the true capabilities of any editing program.

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Editing Structure Your production should follow a structure or storyboard. This will vary according to your editing style. For instance each wedding video while following a sequence of events will be unique. It depends on your creativity and spontaneous events not within your control.

The following is a tried and true storyboard of a typical wedding video.

OPENING GRAPHIC INTRODUCTION: • Digital graphic introduction with your company name (company name optional).

• Titles with the names of the couple, grandparents, parents, wedding party and officiant.

• Growing up and family pictures.

OPENING INTO THE BRIDE’S HOUSE, GROOM’S HOUSE OR BOTH: • Utilize the photography session (co-operate with the photographer).

• Capture the emotions and love of the moment, not just the posed shots.

CERENONY: • Transition to the church, synagogue or where the ceremony is being conducted.

• Into the receiving line FORMAL PICTURES: • Usually the photographer’s choice (co-operate with the photographer).

RECEPTION: • Cocktail hour • Announcing the wedding party • First dance • Blessing • Toast • Cake cutting • Parent dances • Bouquet and garter • General dancing and celebration RECAP ENDING: • High lights of the day incorporated with an animated digital graphic background.

• Goodbye shot.

• Company name Digital graphic opening Co. Logo

Titles

Family pictures

Bride’s or groom’s house

The Ceremony

Formal pictures

Reception Recap ending & Goodbye Shot

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Introduction Your edited version should open up with a digital graphic introduction. You can create your own or use license free graphics produced by any number of companies. Many of these are available on the web and most are excellent. They can decrease your editing time while increasing the value of your video. Include your company logo. Some couples may prefer not to have any advertising so offer a choice. Most introductions are one minute to a couple of minutes in length depending on the titles. This frame uses a combination of soft focus and several overlays to create a romantic textured effect.

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Titles The titles can be a single graphic with the names of the bride and groom, or a complete listing of everyone in the wedding party. Graphic effects such as rolling, dissolves and slides can be incorporated into an impressive presentation. Select fonts that are elegant and easy to read. Use soft wedding colors that contrast against the background. You want viewers to be able to read them.

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Growing Up Pictures Use a graphic transition into the growing up pictures. Again, professional free licensed 3D graphics are impressive and saves time.

Use any combination of dissolves, picture in picture or 3D effects for transitions.

Follow the sequence from baby pictures to the couple. Divide or mix them. The presentation is up to the couple and you.

TIP: Instruct the couple to number each picture on the back in the order they are to appear. This can really avoid problems.

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The Bride’s House Next, is the footage of the brides’ or grooms’ house. The use of graphics is a great way to go into the actual video. Here, you can present the segment documentary style with cuts and dissolves to preserve the originality or ad a verity of digital effects to create a story.

Effects such as slow motion, soft focus and monochrome can greatly enhance your production. Use a combination of both styles and ad music to complete the section.

Use straight cuts, dissolves or 3D transitions.

Start with the opening graphic title, into a shot of the house, a family heirloom, then the wedding party and finishing with a group shot.

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The Church and Ceremony For the church start with an open graphic title, a shot of the church, interior shots of the sanctuary, candles, flowers, and gifts then into a live video of the wedding party and bride arriving. Some of these shots are better represented when converted to stills. Live footage or stills try to keep each one five seconds in length.

Use dissolves, 2D or 3D transitions.

The ceremony can be edited into documentary or highlighted styles. Either way you want good facial shots nice wide angles of the guess and clear audio. If you are delivering an uninterrupted ceremony where the cameras start recording at the beginning and record continually until the end, then cuts, dissolves and inserts between scenes will produce good results. When delivering a highlighted version more effects and music can be added to enhance the finished video. Be sure to capture each important speaker and event.

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Use straight cuts, dissolves or 3D transitions.

At this point you can preserve the original integrity or develop a story.

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The Family Pictures The formal pictures can also start with a graphic 3D title and follow the flow of events.

I’ve recorded a combination of photographic posses and candid shots to capture the essence of the moment. In post-production it’s easy to deliver a documentary version with the original video and audio. Many couples want to relive the celebration in its original form. Or the footage can be edited into a romantic presentation complete with slow motion, black and white, soft filter, digital effects and dubbed in music. Our packages offer both.

Use dissolves, 2D or 3D transitions.

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The Reception The reception can be edited into a documentary or highlighted version as well complete with digital effects, video filters, black and white effects all combined with original footage. The reception being one of the major turning points of the video we typically put in a longer more elaborate introduction.

Use straight cuts, dissolves, 2D and 3D transitions.

You can maintain the originality in documentary style or ad any degree of effects and transitions. The production will be up to you and your clients. I personally prefer preserving it in its original form. It is easier and faster to edit and most couples are looking to relive the event. Are you impressed with over produced special effects from an old movie?

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Recap Highlight Ending The highlight recap ending recaptures the day’s events in a several minute presentation.

This presentation can be edited quickly and efficiently by taking video stills or short video clips. The idea is to capture important and entertaining moments and create a short story. One style we produce is to go from live video into a 3D animated graphic title then use a picture in picture effect through the segment. The background is motion video.

Each clip is five seconds in length and dissolves from one to the next.

THIS HAS BEEN A PRESENTATION OF Your Company

Use picture in picture effect with dissolves, 2D and 3D transitions.

You can ad any number of variations to this format, but we’ve experienced great success using this style. Experiment. Be creative. Your clients are buying your skill and style.

Don’t hesitate to offer different themes.

Please realize that these sections can only give you a starting point. Illustrations are limited. A greater understanding will come from viewing the Editing A Wedding instructional DVD. The full beauty and dynamics of 3D motion digital graphics can only be appreciated in full motion video.

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CLOSING In closing I would like to say that video production has evolved into a form of art.

Recently recognized by the art community video art opens the way for new and challenging frontiers. Over the last decade digital video production has developed a class of its own. With highly sophisticated software programs, animation, special effects, graphics and non-linear video editing has created a new generation of creative artist.

Today’s producers span the entire age range for young to old blending new ideas with years of experience.

As a video producer the ability to give families memories of their special occasions with broadcast quality is one of most gratifying experiences. With constantly improving technology what was state of the art five years ago is considered the average professional production of today. This scenario will continue to repeat itself.

Every producer has a unique perspective regardless of his or her level of expertise. Share ideas. Network with other producers and you’ll find the culmination of creativity will benefit everyone.

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