Knowing the production costs of promotional videos can help aviation brands perform better investment-to-reward calculations.
We’re entering a golden age of video. Data on marketing tactics shows that video is one of the most effective means of attracting attention and provoking action from potential consumers. The digital age has freed video of the “prime time” bandwidth constraints of the past. Now effective marketing videos run on digital platforms 24/7 with incredible results.
Let’s explore the production costs of video for the aviation industry.
To begin with, costs can vary dramatically depending on the scope of the project. We will discuss costs in terms of ranges beginning with easiest options and working our way to the most elaborate options.
Live Video Broadcasts: High Rewards for Relatively Low Production Costs
The digital world presents private aviation brands with the opportunity to build their brands through live video broadcasts and podcasts.These have relatively low production costs. Let’s look at these running from lowest to highest.
1. Front-Facing Smart phone Videos: How to Make this Medium Work
Smartphone love broadcasts on social media channels features some of the lowest production costs of any private aviation marketing video.
Here are the rules to making it an effective tactic:
- Focus on infotainment. People will listen to three-hour live podcasts with near zero production value if the content is good.
- Have an easy visual/audio experience that you can show without needing high production budgets. Examples might include a quick tour of a jet, watching a beautiful jet takeoff, a note from an airline attendant about to embark on a beautiful flight to an exotic location detailing her plans for her free time.
- Focus on the content above all else! Your only expense will be a promotion budget to buy a wider reach. Whether or not this brings you rewards in terms of followers, subscribers, or even leads is up to the quality of the content.
- OPTIONAL: Choose a social media influencer to advertise the use of your private jet service.
Associated production costs:
- The influencers fee
- Paid promotion fees
- Equipment and software is minimal, limited to smart phones and open-source platforms.
2. DIY Podcasts: The Bare Minimum in Production Costs
Podcasts with a video component are one of the most popular mediums in the modern age. Significant cross sections of consumers will make purchasing decisions based on what they hear from podcasts. People learn from podcasts and interact with other listeners to form communities.
Here are some average cost ranges associated with a very basic podcast setup. Note that most of these are one-time costs and that the materials can be used to churn out video after video.
Materials you will need to acquire:
• A video camera (iPhone or DSLR) ($800 to $10,000)
• Tripod or other stabilizing equipment ($20-$200)
• Backdrop or green screen ($50-$300)
• 3-point lighting or other system ($300)
• Lapel microphone or rifle microphone ($140 to $220)
• Editing software of your choice (Final Cut Pro is popular. It costs $300, and other comparable products are in the same ballpark.)
Your materials production cost is under $5,000 in total. You can publish the podcast without promotion, or add a promotional budget to your production cost. This would mean buying media space and advertisements on other digital platforms and spaces. The best part about this system is that you can target audiences who have shown interests in both aviation and podcasts. Experience indicates that if you spend on durable equipment, you will be able to use it over and over again while avoiding replacement costs, or delays from bad work and breakdowns.
Recruitment and Infotainment Videos: The Key to Growing Your Private Aviation Company
All the materials that can be used to create a podcast can be re purposed for recruitment videos. Across the aviation industry, there is a shortage of pilots. A wholes series of videos can help people learn everything about becoming a pilot from the education requirements to the perks and salaries pilots enjoy. Once you have your production setup, you are only limited by your own creativity when it comes to video content marketing designed to drive recruitment.
3. Cinematic Flight Footage: Managing Costs, and Why It Is Worth It
Video marketing is the future of online brand building for luxury services. No other medium lets you bring people into the world of the private aviation experience with the same degree of detail and immersion while still being widely accessible. Cinematic shots of beautiful jets winging to exotic locations are one of the most surefire ways to attract attention through video.
By virtue of being an aviation brand, you are likely to have access to much of what you’ll need to create this look. You can outsource your video marketing efforts to an aviation marketing company like Offland Media to get all your videography materials and talent in one package, not to mention a battery of other marketing strategies and efforts. Smartphone videos work for a quick message or shout out, but expertise is everything when it comes to cinematic video production.