Quality vs. Quantity

I once did a video with the CEO of a multi-billion dollar company where he was alerting the employees that change was coming (layoffs). The tone was serious, and the quality of the piece was professional but not overproduced. It was the right vibe for the moment.

For another client, we did a series of videos where I dressed up like a cowboy with a Southern accent and talked about the etiquette of being a good office mate. Significantly sillier in tone but we ended up making that a series of 12 videos across 4 different offices for the company. This was the right move as the employees needed more frequent reminders to be considerate of their office colleagues. In this case, quantity was important.

So when our clients are thinking about how to spend their marketing and communications dollars the first questions I’m asking are:

1. What’s the message?
2. Who's the audience?
3. What’s the subject matter?
4. What’s the distribution channel?

(Then usually I ask what the budget is but oftentimes that’s up in the air!)

By arming ourselves however with the answers to the 4 questions above we can start to make some informed recommendations and open up a broader discussion regarding approach, creativity, length, and the best way to make marketing dollars spend further.

In the ideal world, we’d get both quality and quantity but unfortunately, we can’t always have the cake and eat it too. So which one’s better? Well, the answer (like so many other questions) is that it always depends. Make sure to ask the right questions when planning your marketing campaigns, or just give me a shout and we’ll help you cook up some content!