Who’s It For? (Part Two)

In a previous article, we discussed the important issue of who video marketing content is for. I broke down the question into two parts: what person or company stands to gain from utilizing it, and who is the target audience for the content that person or company creates. In this post, we’ll delve into this issue with a little more depth, and we’ll do this by coming at it from the perspective of a company that has a relatively new marketing initiative. We’ll call this business ‘Company X’.

Perhaps Company X is a start-up, or perhaps they’re growth has allowed them the opportunity to expand and reach out to new markets. Whatever the case, they are looking at creating online content that will perhaps extend into a boarder marketing campaign. Company X sells a service that has, up to this point, sold very well to men between the ages of 18 – 25. Their design department has recently released a new variant of the service that they hope will appeal to younger women as well, and so the marketing content should reflect that shift in perspective.

Now we come to the dual question posed at the start of this blog post. Let’s work backwards. Who is the target audience? The question is a bit more complicated than it seems. Company X wants to attract more women to their service, but they don’t want to lose their core demographic. This company doesn’t necessarily want to exclude any potential clients, but with marketing content, it’s best to pick your battles and be specific. Creating a campaign that features a recurring young protagonist, including iconography and design that is minimalist and modern, and making it as humorous and personable within the bounds of the company aesthetic are all ways of being obvious about courting your audience without leaving anyone out.

In the next installment of this series, I’ll talk about whether online video is right for this kind of content (spoiler alert, the answer is yes), and how it can be implemented properly. Stay tuned!  Skillman Video Group is a Boston Video Production Company. Call us anytime at 800-784-0140.

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