Did you notice the recent change to the menus on Cisco.com? We call them “megamenus” — those convenient lists that fly down when you mouse over the masthead bar on any page on Cisco.com. We recently updated the “Products & Services” megamenu on the site to make it more readable and simplify navigation.
Here’s the new improved Products megamenu:
For comparison, the here’s previous version:
What We Did
Do you notice what’s changed?
We reduced the length of the list of product categories so that it’s more readable.
We updated the layout so there’s less back-and-forth scanning.
We made Solutions and Services a bit more visible.
We put Cisco Validated Designs in a more obvious place.
We reordered some other things here and there to help us understand traffic patterns.
We think this is a nice simplification for our site-wide mega menus. And, of course, you can still find the full list of all products via the “All Products” list.
(And, as always, if you have feedback, please send us a note here or at the [+]Feedback link that’s at the bottom of every page.)
“What will my video cost?” Is the number one question I’m asked. It’s also the toughest question to answer. I could just answer: “How much do you have?” But I think I should be a bit more polite. So here we go….
First, I set the stage that the cost of video production can vary greatly.
Let’s take an example of creating a video explaining how Cisco sees the future of the Internet of Everything. I could hire my son, pay him $20, tell him to hold my cell phone and record me explaining the concept for 60 seconds. Upload to YouTube and I’m done. Cost $20.
Now take that same video message and create a TV commercial with professional writers, actors, graphics, editing, audience testing, and well… you get the picture, expensive. Cost: $$$$$
Here’s the Cisco message that I’m sure will have different results than my $20 version would have:
Second, I bring out the analogy (us video people love analogies).
“What will a video cost?” It’s a bit like asking what does a car cost. Cars come in all types, ranging from a mini Smart car, to a basic Ford, a nice Honda, a luxury BMW, or a supercar Lamborghini. Now complicate the picture with size, from sports cars to sedans, SUVs, or pickup trucks. They will all get you to the airport but with different reliability, capacity, and speed -- of course all in much different style.
Now let’s get back to the video cost question at hand.
Video production and visual content development can be compared to cars in exactly the same way. There are budget entry solutions that may well be just a single camera shoot, similar to the mini or basic car analogy, all the way up to a multi-camera, multi-crewed studio or location shoot that is the supercar of video production. In essence both use a vehicle to transfer the message (or people) in a dynamic engaging way, taking the viewer (or passengers) to the final conclusion (or destination).
Remember your image affects your audience and is just as important as your message.
Before price is even brought into the video production equation the most important point to consider is to take time to decide who your viewing audience is and what style will best suit them. And most importantly, best affect them! Will the mini video analogy work for you, staying true to the product, brand or message that you are promoting, or will you have to accept that the audience will need and may deserve the luxury or supercar video experience?
Seek professional help (and I don’t mean a psychiatrist).
This final decision is always the tough part for anyone looking to commission a video product. You don’t want to make the decision of selecting a mini solution where a luxury or supercar should have been used, nor do you want to select a supercar when a mini would have been perfectly adequate. This is the point where I always say that engaging with experienced media professionals or video service teams can help guide you to make the correct choice for your budget, and most importantly, your audience.
The bottom line… your bottom line.
Unfortunately there is no magical number that relates to how much a video production will cost your bottom line. A budget production price will vary if you use a “bedroom business” to produce it or if you engage with the latest and greatest Hollywood studio. To me, video production all depends on who your audience is and how you take responsibility to produce the best content that stays true to your brand and gets across your message. Find a media professional or video service provider who understands what car analogy you need and can provide this for the audience.
So to summarize, if you ever need to commission a video think about the car analogy when evaluating how much money you’ll need. Every car gets you from A to B in varying degrees of comfort, speed and style so select the car that will best suit your audience. Then use this car analogy to explain your objectives to a professional video production provider whose knowledge and expertise can make it happen. Having a definitive idea of what type of video experience that you want to deliver can make the process much smoother and fulfilling for all everybody involved.
Sharing is a life skill that most of us learn as young children. It typically begins when siblings are introduced into the household, at play dates, or at school. You learn how to share your mother’s time, your toys, your books, and countless other things. It may have seemed painful at first, but it was something you had to learn in order to make friends and play cooperatively.
Fast forward to a few years later, you find that that sharing is easy. It’s a daily occurrence. For those who are active on social media, sharing is essential. Some share words of wisdom and information about their companies or the products they sell. Others share what they had for dinner, personal viewpoints, news and everything in between. They also share interesting content posted by their friends, colleagues, celebrities and bloggers. This type of sharing helps us build relationships online and keeps us connected. It also helps us learn from those around us.
One of the things I enjoy about working at Cisco is that I get to share what I’ve learned with others. It’s rewarding to Read More »
Every year millions of hours of work are lost to the NCAA basketball tournament – from checking brackets and streaming games at work to people taking time off to catch their choice game. For many, travelling to watch their team’s games could mean even more hours lost –but not anymore.
Two weeks ago I flew out a few days early to Saint Louis, Missouri to cheer on the Stanford Men’s Basketball team in the first and second round of the tournament. My flight from San Jose had Wi-Fi, which allowed me to work for the majority of the time in the air. I wasn’t the only one either: Read More »
This isn’t a shock to Cisco. We have seen the rapidly escalating desire of teams, venues and leagues to deliver reliable connectivity, live video, and afford their fans the ability to share their experiences on social media. It’s why we have installed our solutions in more than 200 venues in 30 plus countries globally. Today, this trend continues as the Danish national stadium PARKEN, in Copenhagen, announced it will be installing Cisco Connected Sports solutions – Connected Stadium Wi-Fi, StadiumVision and StadiumVision Mobile, an unparalleled suite of technology and business drivers for the stadium. This comes on the heels of the announcement just a couple months ago that another Nordic entity in Olso, the Norwegian Professional Football League, will be using Cisco to deliver Wi-Fi and mobile video in ALL of their venues in the near future.
When you are watching basketball this weekend or next, remember the image above and note that Cisco’s goal is to connect the unconnected fans everywhere – like only we can. It is something we are doing at the Honda Center, where games are being played this weekend, at AT&T Stadium, where the Final Four and NCAA Championship game will be held, and around the world at venues that host some of the biggest clubs and most prestigious events. From Copenhagen to Cowboys Stadium, from Oslo to Orange County, California….Cisco is putting millions of fans at the center of the action.