164 Video Digital Communication & Production
Copyright Goodheart-Willcox Co., Inc.
Once you have identifi your potential fied
audience, you can make some informed
decisions. First, you know that Acme wants
to sell its drills in Canada, so you will need
to plan for a second sound track in French.
Secondly, store buyers have interests that are
quite different from those of customers, so you
eliminate the buyers as primary targets. Next,
you realize that many male customers may
already have drills, but women represent a
potentially large, new market segment.
So, by comparing Acme’s objectives to
groups of possible viewers, you have decided
that your primary audience consists of
potential drill buyers in North America, with
special attention to women. As you continue
developing your program, you will try to speak
directly to this target audience.
Delivery System
The next question is, how and where will
this audience see your video? The answer will
determine many things about your program.
Acme has asked for a video that it will publish
on its own and other websites. So, in this case,
the delivery system is already selected. But,
suppose Acme had wanted what is called a
“point-of-sale” video instead—a program to be
shown in stores to customers who are ready to
decide right then and there whether to buy a
Sidewinder drill. That situation would require
another method of displaying your program—a
different delivery system (Figure 9-5). It would
probably involve a fl at screen video display fl
placed at a prominent spot in a retail store, with
customers strolling past it as they shop.
The website delivery system imposes
certain requirements on your program:
• It must be vivid enough to keep viewers
from clicking away from it.
• It must be simple, visually, so that people
can see it clearly on a laptop or even
smartphone display.
• It must not depend too heavily on its
sound track, because some people have
only phone or laptop speakers and others
disable the audio playback.
• Above all, it must be short—brief enough
so that viewers will not use their player
controls to skip through it.
In contrast to a website program, a training
video designed to teach people how to use the
Sidewinder might be watched by an employee
in a quiet room or by a do-it-yourself home
owner in the comfort of a family room or den.
With those very different delivery systems,
these restrictions might not apply. Whatever
form it may take, your program’s delivery
system should have a strong influence on its fl
approach and style.
Streaming video on the web
Goodheart-Willcox Publisherhlib
Point-of-sale display
Figure 9-5. Two different delivery systems.
G dh Will P