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Video Marketing: When To Change Course and How To Do It Effectively.

Realizing your marketing plans aren’t going to work out the way you envisioned can feel devastating, especially when you’ve already invested time and money in a project. It may be tempting to keep trudging ahead, but the sunk cost fallacy tells us this isn’t always the best option. How do you know when you need to change course and how can you do it without throwing away everything you’ve already done?

First, decide to change course.

There are many moving pieces in a marketing plan, especially when it comes to producing video content, so it’s not unheard of for things to shift during the process. Here are a few examples that may result in the need to change course:

  • The objective has changed since the beginning of the project.

  • Your original plans can’t be executed with your current budget or timeline.

  • The data or research you’ve used for decision-making gets updated.

Simply take note when something isn’t going smoothly. Don’t force ideas that just aren’t working. While some adjustments are almost always needed during the course of a project, altering your original ideas too much could distort your message beyond recognition. Instead, it might be best to go back to the drawing board and change course completely.

Next, get comfortable with taking risks.

It’s scary to try something new, especially in the middle of a project, but to get your desired outcome you might need to take some calculated risks. Of course, this doesn’t mean you have to throw all caution to the wind—it could just mean taking a step outside your comfort zone. Maybe your “tried-and-true” marketing strategies aren’t panning out due to this year’s budget or schedule. Examine what is working and find opportunities for new pathways there. Brainstorming creative solutions outside your comfort zone with your trusted video production partner could result in greatly increased ROI.

Then, determine your flexibility and plan accordingly.

While deciding on your new path, it’s important to know where you have flexibility. Can the schedule stretch or constrict? How much wiggle room is in the budget? What are your need-to-haves vs. nice-to-haves when it comes to content, presentation, and distribution? Is it possible to utilize any existing resources to make the change in course easier to execute? In our experience, this part of the process comes with a lot of pros and cons, but there’s always a way to solve the problem! Protect your top priorities like hard-and-fast due dates or firm budgetary limits and work backward from there, adjusting the details as needed. Remember, a change in resources doesn’t have to impact quality—it might just mean a more simplified approach.

Trust us, we’ve been there.

Changing course efficiently starts at the very beginning of a project—before you even know you need to adjust. Having solid creative processes and time-tested project management puts you at an advantage when projects start to shift. We’re very conscientious about protecting our clients’ investment and we know from experience that sometimes changing course is the best option. Preparing a Plan B before it’s needed means changing course can happen in real time. It could be as simple as packing an umbrella so outdoor b-roll isn’t halted by rain or as complex as shifting the focus of a video when the on-camera participant has a change of heart about sharing their story.

Keep this information in mind as you begin your next video project. You never know when you might need to redraw your map!


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