In part one of this series, I went over the importance of identifying a video’s demographic during the corporate video production process, as well as how its target demographic can impact a video’s aesthetic and content. In the second and final part of this series, I’ll be going over how to adjust your message for different demographics, and how to choose a marketing company that “gets” your company’s message.
Marketing to Different Demographics
As I discussed in part one, different demographics have different expectations for a company’s video, and what works well for one demo might flop with another.
But don’t think that this locks companies into marketing their materials only to one demographic. It’s possible to make many different videos, each appealing to one (or a few) demographics. These videos might be rolled out as a set or separately – say, with each one showing up on one of several company Facebook pages.
Of course, it can be expensive to make separate videos for each demographic. This is especially the case if each video is a wholly separate project (reusing no footage or other material), and if the videos have high production values.
The good news is that the footage, music and various materials of one video can often be subtly reused in others. And many videos have crossover appeal. A charming advertisement geared at young children, for instance, might also appeal to parents or even young adults.
Choosing a Marketing Company
After planning around factors like the video’s target demographic, its aesthetic and its content, it’s time to choose a video marketing company that will bring the video to life.
Choosing a company to partner with is a major decision, and not one to take lightly. It’s important to look at the company’s portfolio of previous work to see if it’s done work similar to what you want in the past, and if it is familiar with your target demographic(s).
At the same time, keep in mind that if the relationship is positive and the final product is pleasing, it’s very possible that this relationship will carry on into future marketing projects. While this first video is a major financial commitment, you might also view this as an audition for future engagements.
As your business engages with a video marketing company, the latter should seem attentive, engaged and interested in feedback. While they should lend their marketing and video expertise to your project, and give honest opinions, they are ultimately serving you, and your vision should take primacy.
Remember, your story starts here!