As a commercial video production company, part of our job here at Clear Summit Productions is to help our customers take their video idea from a rough concept to a finely honed marketing tool.
Why is that part of our job? After all, we provide video services to commercial clients – shouldn’t they already know what they need out of a video production? Yes, they absolutely should. But sometimes they don’t. Or maybe they don’t understand just how important it is.
Our bottom line is this: If we want our customers to become repeat customers (and we do), then our commercial videos need to work. If they don’t work for our clients, then ultimately, we won’t work for our clients.
This blog and the three that will follow it, outline the steps a business needs to take to ensure a clear message both to their video production company and to their audience.
Step 1: Identify your target market.
Why Your Target Audience is so Important
In 1845, the first American mail order catalog was sent out, and competitive marketing entered a whole new era.
After World War II, production of marketable goods reached such a high that advertising was forced to take huge leaps forward in order to create demand for all the products on the market.
By the 1960s, the market was pretty much saturated and so it remains.
By the 1980s, computer databases could store massive amounts of customer information. This allowed companies to search and identify customer purchase histories in order to accurately market today’s latest widget or service.
In 1974, the term “internet” was coined, heralding a change that would once again take marketing to a whole new level.
In 1989, the first WAIS (Wide Area Information Server) was born. WAIS translates into “search engine,” in today’s language, by the way.
In 1998, a thing called blogging started happening. Also a little company called Google opened. Its first office was in someone’s garage.
Today, at this very moment, there are this many websites in the world. Follow that link for a quick second. Trust us…it’s worth a look.
That number right there is why it’s so very important for you to know who your target market is. Your company and what is has to offer somehow has to get to the people who want what you’re selling. You need to know who they are and how to reach them.
How this Applies to Hiring a Video Production Company
Commercial video is a tool to get your information to your audience. Like any marketing tool it has to work. And in today’s crowded market, it has to work well.
When you’re hiring a professional videographer, expect them to request information about your target audience. They’ll need to know it in order to communicate your message clearly to the people you need to hear it. Knowing your audience definition will help you and them decide things like:
- video length,
- details of the script,
and many other technical details of videography that go into its all-over effectiveness.
Stay tuned for our next installment.
Clear Summit Productions is a Colorado-based video production company that produces video for private, public, and non-profit companies. See our Portfolio page for some of our latest projects.