Now that you know that you need to make a video of your hotel, let’s analyze point by point the most important and essential steps you must take into account to record it. Ready?
#1. Idea
The starting point is an idea. A good video is not just an overlapping of shots. It must have a
storytelling
a well-told story. A narration with magic, with all those ingredients that excite the viewer and help to retain the information. If a story is well told and generates feelings, it will be difficult to forget.
Get to know your buyer persona and put yourself in their shoes. Try to find out what you are really passionate about and what moves you, and get straight to the point. Undoubtedly, the idea is the basis of any video marketing. Don’t just go with the first one that comes to mind. Turn it over and ask for advice.
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#2. Script and Technical Script
Once you have decided on the story idea and plot, write a good script. It details shot by shot the narration of the story. It must have a common thread, a very clear and differentiated narrative structure in three stages: an introduction, a knot and a denouement.
You can choose a video with or without voice-over. If the video is narrated, write each sentence with your buyer persona in mind. Think that the most important thing is that your potential clients feel identified. Pay special attention to the tone of voice.
But if, on the other hand, you opt for a video without explicit narration, choose the right shots that tell the story by themselves.
Based on the script (text and shots), he elaborates the technical script. This must be a living document until the last day of shooting. At this stage it is only necessary to specify the shots, but as your project progresses you will need to incorporate more information such as the technical material required for the recording of each scene, the location, the characters, props… Try to be as precise and concise as possible. Structure it in the form of a table and provide the information.
#3. Characters
Define how many characters are part of the story told in the video. Think, once again, about your buyer persona. Who would you identify with? Is it an adults-only hotel? Or familiar?
Based on this, he makes a casting and tries to select the characters appropriately. Take into account gender, age and other physical characteristics such as hair or skin color. Perhaps your hotel receives a large influx of German guests or, on the contrary, they are all Spanish… Choose characters that are close to the stereotypes with the intention that the buyer persona feels totally reflected in the story of the video.
Once the characters have been selected, expand the information in the technical script and detail in which shots each of them should be. Remember that this is a document that should be expanded as the project progresses.
#4. Location
Determine, with all the intention in the world, which locations in your hotel should be in the video. You have a hotel with stunning views but honestly, the rooms are in need of a refurbishment? Don’t think about it. The video must be so spectacular, so mind-blowing, that viewers will not be able to resist visiting it.
Is your hotel in the center of Madrid or in front of a Canarian beach with crystal-clear waters? It enhances its location and shows the most beautiful places around it, as well as the activities that can be done or the complementary offer that the visitor will find. For example, you know that your buyer persona likes to play golf and there is a golf course near your hotel… Don’t hesitate, make your protagonists practice it.
#5. Props, make-up, costumes…
Prepare as detailed a production as possible and take into account important aspects such as props, make-up and costumes for the characters.
If we continue with the same golf example, think about the clubs and all the necessary sports equipment for your protagonists, the makeup and every little detail. The triumph of a video lies in a good storytelling and no element that draws your attention in a negative way. If everything happens naturally, the video will succeed. Do not hesitate.
#6. Technical team
Detail what technical needs your video requires. Would you like to record aerial shots and need a drone? Do you want to make smooth and stable camera movements? Then you must use a ronin. Analyze well what kind of shots you want to record and study the technical needs.
#7. Shooting plan
Detail one by one the shots you need to record and structure a shooting plan as optimal and productive as possible. For example, the recording will last for 3 days but, due to budgetary requirements, you will only be able to have a drone for the first day. Group all the shots with these technical needs and record them in a row, even if they do not follow an order in the final script.
Each shooting has its peculiarities. Unpack yours and establish a calendar in which everything flows as smoothly as possible.
Want some advice? Prepare more than one shooting plan. It may rain, the drone may break down, or a prop may fail at the last minute. The more b-plans you have, the better.
#8. Permits
If the locations extend beyond the areas of your hotel, you should find out what permissions you need to have. Are you going to a golf course, a beach or a shopping street? Find out beforehand what requirements you must meet. If it is a public space, you will have to contact the municipality and possibly pay a fee. Good luck!
Do your homework beforehand so that mismanagement doesn’t ruin a day of shooting.
#9. Lighting and recording
The day has arrived Nervous? You should be if you have not done good planning. But if you have followed our advice, don’t worry, enjoy an intense and unforgettable day.
Follow the shooting plan to the letter, but be flexible enough to work around the drawbacks and improve the product. Think also about the lighting of each shot and the communication of the whole team. If the team is united and works together, believe us, it will show in the result.
#10. Edition
The moment of truth has arrived. The work is done and now it’s time to assemble it, edit it. Nowadays there are many software programs that facilitate the work, such as Premiere, Final Cut, DaVinci Resolve… They are very intuitive programs that an inexperienced user can learn in a short time, even so, it is clear that the hand of an expert will improve the product exponentially.
#11. Sound
Sound is very important in the final result of a production Have you ever tried watching the shot of your favorite movie without volume? Don’t you think it loses too much strength? Sound is very important. Make sure that, if there is one, the voice-over has a good quality, choose the soundtrack and the effects very well.
#12. Color correction
If you are not familiar with the world of audiovisual production, this word will probably sound like Greek to you. Color grading is a part of the post-production process that refers to color correction, its homogenization. It is carried out with advanced and specific computer programs.
#13. Graphics
It is the final touch to the audiovisual production. The graphics manage to mark signs of identity while activating mechanisms of persuasion. A lettering, a logo or any graphic message contributes to the penetration of messages in the viewer and is a clear mark of corporate identity.ç
#14. Export and distribution
Not because it is the last step, it is the least important. On the contrary. It is useless to make a good video of your hotel if it is forgotten in a drawer. Exporting in the right format and in the most appropriate resolution is essential to be able to disseminate the video to the whole world. Social networks, blog, website, emailing… A good content deserves a good diffusion.
