People are inherently curious. We love to look behind the curtain to figure out how products are made or how they work. As marketers, you can harness your customers’ human curiosity by filming and broadcasting demonstrations of how your products are designed, offering exclusive online or on-demand filmed discussions with your knowledge leaders, or providing pre-recorded video tours of your technology or prototype lab. The opportunities with broadcast have no bounds, but we guarantee that you’ll have attendees signing up for a spot on the waitlist.
A company broadcast studio offers event marketers, in particular, an opportunity for controlled brand messaging when face-to-face interaction is not possible. While you can’t replace the networking and connections made at live events, broadcast can be an excellent touchpoint between shows, adds a human element to virtual engagements, and offers new opportunities for trade show interaction.
The Benefits of Broadcast
Broadcast is incredibly powerful for fostering deep connections when integrated with live events. Bring your engineers into your broadcast studio to live stream remotely to answer trade show attendee questions in real time. Your experts in-office masterfully explain the inner workings of your newest products and technology to attendees afar as if they were right there on the show floor. Be sure to confirm wifi and bandwidth capacity with the venue or show organizers to offer seamless one-on-one conferencing on show site. As an added benefit, recordings of these broadcast sessions are excellent fodder for your website’s resource library as pre and post-show touch points.
A broadcast studio is not solely advantageous for external marketing. You can maximize your investment by filming employee training videos, company announcements, and branded onboarding messaging. If you’re hosting an event that your remote colleagues cannot attend, amplify events at one location for live streaming to employees around the world.
Setting the Stage
So, where to start? Studio set furniture and decor design should be inspired by your brand guidelines.
If you’re looking for a sophisticated aesthetic; go with clean lines, modern furniture, and a minimal color palette. If you’re looking for an intimate aesthetic; opt for live plants, vibrant pops of color, and homey wood finishes. But, do avoid detailed patterns and go for solid colors that blend.
As for your backdrop, opt for a simple white wall or screen to start. Those looking for a stage that is unbounded by the limitations of the physical world should opt for a green screen paired with digital content. If you want to film throughout your office space, consider asking your design and production agency to produce modular elements that can be moved to other areas of your office while maintaining the visual consistency of your stage.
Let there be light! When considering studio lighting, your focus should be on the temperature settings. You may need cooler or warmer colors depending on your studio setting. Your vendor partner can ship lighting packages for your internal team to set up along with a quality picture and audio, or they can install on site for you.
When you’re considering the logistics for your broadcast stage, remember to evaluate the acoustics in your chosen studio environment. If the space is near noisy equipment or other background noise, you’re going to pick up and amplify those sounds. Likewise, if the room has an echo, you’ll need soundproofing. There is nothing more distracting than audio riddled with buzzing or an echo, so be thoughtful about your microphones. If you’re on a budget, opt for simplified audio such as clip-on microphones.
Although smartphone cameras are getting better every day, it is still advantageous to use proper cameras for your broadcast due to the flexibility in equipment and range in quality. Your camera should have accessories for mobility, like a stabilizer if you’re moving through a space, so you can go into offices or production areas and film.
Preparation and Post-Production
Not everyone is a born speaker, so encourage presenters to rehearse in front of a camera. Record test sessions so that they can assess their posture, tone, and cadence for presenting live.
To package a pre-recorded broadcast, you could certainly use a software like Adobe Premiere Pro, which is a versatile program. Be wary though, post-production is more time consuming than you’d think. You should also consider out-of-house media departments to fulfill all of your needs.
And We’re Live in 3, 2, 1…
If broadcast seems a bit daunting, don’t fret. Building a broadcast studio on-site in your corporate office is not as intimidating as you think — you can scale your investment depending on your needs. Just as you rely on your partner to produce your trade show exhibit, you’ll rely on your partner to produce and manage the technical details of your broadcast studio. And, if you’re broadcasting live from home, we share guidance to inspire productivity and present well when you’re working from your home office — or dining room table.