Some tips and thoughts for businesses and individuals thinking about creating a promotional video:

Think of the project as an educational experience, and one that can be a lot of fun.  Ask questions.  Watch examples of videos you like, and discuss with your film company what makes them effective.  On the day of the shoot, eat good food on the set.   Creating a good atmosphere during filming enhances creativity and leads to enjoyment that ends up on the screen.

Making a promotional video production is challenging, fun, and extremely rewarding.  Do your homework, but keep an open mind when you start filming as ideas sometimes form and can develop on the day of the shoot. Most importantly, make sure you hire the right person that has a track record of producing the kind of video you want.  Then, let them take the lead and work together to create your vision.