Audience can be defined as the listeners, the ones the subject should appeal to, but the audience is also the most important piece to marketing, branding, advertising, and public relations. So many times we group these four terms together and think that each provide the same results regarding targeting an audience. It’s quite the contrary. Though marketing, branding, advertising, and PR build off one another, each contribute a different element in order to elevate views and customer interest.
Some may correlate marketing as the trunk of the tree in which branding, advertising and PR are built off of. Yet, each should be considered as the seed, soil, water, and sunlight that helps the tree grow. In other words the trees trunk are the elements and the branches are the reach. In order for the tree to continuously grow, marketing, branding, advertising, and PR must work together simultaneously.
Marketing is a large part of Skillman Video Group. Though we incorporate the other three elements, marketing is correlated greatly with the audience. In other words, marketing is using images and dialogue to appeal to the audience. At SVG we use our video production services to promote our clients business. Although some marketing companies create interest through fancy images and catchy phrases, creating trust is most important for SVG when it comes to our own marketing techniques as well as our clients.
Advertising is most similar to marketing and in some aspects can be considered as marketing on steroids. Advertising uses dialogue and images repeatedly to make the product or business unforgettable. Advertising is very much about creating memorable images and phrases that will stick in the consumers mind. For example, the 2015 Super Bowl commercial “Puppy Monkey Baby” from Mountain Dew. The advertisement didn’t make much sense and the saying “Puppy Monkey Baby” was enough to drive any person insane. However, the advertisement stuck in the minds of the millions watching the Super Bowl. Though the catch phrase was annoying, millions couldn’t get it out of their heads or stop tweeting about it. Sometimes advertisements are less about showing off the product or business and more about creating dialogue around it.
Branding is another important element of SVG. We use both marketing and branding techniques concurrently. Branding for SVG is more about proving the message of the video. The branding videos are more about appealing images and less about dialogue. However, the clients are able to see the product with their own eyes. In other words, branding allows the client to make a decision and not be told how to feel about the product. Although the images show the product in a positive light, the consumers feel as if they are able to make up their minds based on what they see. An example of branding can be seen through this video made by SVG:
Similar to branding, public relations is based around the concept of allowing the consumers to make a decision about the product or business on their own. Unlike branding, PR is more about spreading information and controlling the information that consumers hears or sees. PR looks to create trust with the consumer by developing a positive outlook on the product or business without showing any downside. PR creates dialogue about the product.
For SVG we incorporate marketing and branding elements within our production videos. Although advertising and PR are slightly seen in our production videos, we lean more toward marketing and branding techniques. At SVG we focus on creating a trustful relationship with our clients, which is then incorporated in the clients marketing or branding video. Overall, at SVG we feel that marketing and branding creates truthfulness and assurance for the potential clients.