5 Questions to Ask When Choosing a Production Company

By Drew Plotkin

It's easy to love your own product--most inventors do. But does your production company share the same passion and enthusiasm about your product?

Choosing the right production company for your project is critical--it could be the difference between success and failure. That's why I'm often baffled when "the question" does not come up. What do you think of the product?

THE KEY POINTS
When discussing projects with potential clients, most production companies hear the same two questions over and over again: 1) How much will the show cost to produce? and 2) How soon can you deliver? These are both obviously important issues, but they should be among the last to discuss. Here are five questions that should be at the top of your list.

1What do you think of the product? If the producer is anything less than genuinely excited about it, move on, even if he or she will shoot the show for free.

2Is this the type of product you would use yourself? When clients bring a product to our office to demo, we like to try it out on the spot. We want to get our hands on it and see what it can do! Watching a production company physically interact with your product is the best way to gauge the producer's overall enthusiasm and interest for your actual product.

3What are some top-line ideas for marketing this product? Don't be afraid to ask this question. Granted, producers are not going to provide a detailed creative treatment prior to signing a contract, but most should be happy to brainstorm marketing ideas and concepts with you. Often, the most natural and spontaneous ideas are the best, plus it's important for you to experience a sample of how your potential team functions.

4What is your creative process and production workflow? It's easy to get caught up and excited by a great pitch meeting. Keep in mind, we're producers and we know how to sell, including ourselves. But don't make the mistake of getting excited about the people you meet in a pitch meeting only to learn later on that they are not the primary people working on your account. Learn who will be on your creative team, including the lead, the director and the person to handle testimonials.

5What if we disagree on creative direction? Creating successful infomercials is an organic, creative and collaborative process that ultimately is the result of many good ideas (from many people) coming together into a cohesive plan that can be well executed. There will be some disagreements. Producers and clients should agree, in advance, how to handle these differences of opinion along the way. Discussing this in advance helps make for smooth sailing once the project is under way.

These are five simple questions, but before you get answers to each and every one of them, there is simply no point discussing budget and timeline. And don't forget that first question. At the end of the day, if your producer isn't excited to use your product, how excited will he or she be to sell it?

Drew Plotkin is a partner and creative director for LaunchDRTV, a full-service production and marketing company located in Marina Del Rey, Calif. He can be reached at drew@launchdrtv.com.