10 Jun 2014

CREATING COST EFFECTIVE DIGITAL MEDIA CONTENT

ECONOMIES OF SCALE

The easiest way to bring costs down is to create economies of scale by allowing multiple properties to share in the cost of production. Panzano+Partners has been creating new systems that allow us take advantage of this, and pass the savings along to the customer. Not to save money on production, but to make the production dollar go farther.

CHANGING THE BUSINESS MODEL

The traditional model for creative production such as a photoshoot or a video shoot, requires a lot of involvement from the agency and the client. There is travel and meals, and extra monitors and motor homes. But what if you just wanted high quality images and video? We’ve come up a new model whereby we hire top talent across the country and even in other parts of the world, and let them do what they do best, without direct supervision. We have oversight on all aspects of production, but by letting the creative talent loose, we end up with amazing results at a fraction of the cost. This means we can product large quantities of fresh creative content to feed the machine without breaking the bank.

CONTENT THAT IS RELEVANT

Stylish content is important, but you also need content that can engage customers on their level. Consumers today are looking for authenticity, so you don’t always want assets that feel overproduced. The trend today is to create imagery that feels like a friend made it; a friend who happens to know what they’re doing and whose advice you value.