Chapter 9 Project Development 163
Copyright Goodheart-Willcox Co., Inc.
Audience
Now: to whom do you want to sell the
drill? Different audiences will watch your video
with different interests, different prejudices,
and different amounts and types of knowledge.
To communicate effectively, you must identify
your target audience and address your video
directly to them. To see how this works, imagine
that you are preparing two programs: How to
Choose a Retirement Community (an informational y
video for older people) and Power on the Water
(a commercial aimed at speedboat buyers).
The senior audience will probably appreciate
a straightforward, low-pressure presentation
of their retirement options. The potential boat
racers will respond to dynamic, exciting shots
of action on the water, backed by pulsing music
and the howl of big engines.
To see how this works, imagine what would
happen if you delivered a loud and frantic video
to the mature viewers, and a steady, systematic
presentation to the boat racers. Both groups would
reject your message. To succeed, your video must be
carefully tailored for its target audience (Figure 9-3).
To return to the Sidewinder cordless drill,
pretend that in discussing the project with the
Acme marketing department, you discover at
least four different groups of potential viewers:
• Buyers for hardware and building supply chains:
These people will decide whether to offer the
Sidewinder for sale, and if so, how to promote
it against drills made by Acme’s competitors.
• Potential customers: These people will
decide whether they want to buy a
cordless drill, and if so, whether the Acme
Sidewinder is their best choice.
• Female customers: Unlike some males,
these potential buyers are not dependably
attracted to appliances merely because
they are intriguing adult toys. Instead,
they want to know what the Sidewinder
drill will do, how easily it will do it, and
why doing this will be useful to them
(Figure 9-4).
• Canadian customers: Some of these viewers
prefer French to English.
Corell
Figure 9-3. Retirement communities vs. power boating.
C
Goodheart-Willcox Publisher
Figure 9-4. Female customers want to know how well
the product works. p