26 Sep Behind the Stream: Know Your Audience
One of the most powerful principles in marketing is audience analysis. Knowing exactly who you’re trying to reach, what their pain points are, and how to speak to them gives brands a major advantage. You’ve heard the elusive term “The Algorithm”— it’s the social media mega data machine crunching the numbers to figure out who you are and what you like to see on your feed. That’s what makes it so powerful (and sometimes addictive).
While mastering communication can keep us glued to our phones, it can also benefit business owners and organizations trying to get their message in front of the right audience. A great example of this was done by the Colorado League of Charter Schools. They’ve been creating promos for their conference for years, but this year, they changed their target audience. Instead of focusing on attendees, they wanted the video to speak to sponsors.
Beth: We’re talking case studies from our best and favorite clients which are all of our clients! So, just wanna make sure we say that. And this week comes from a client we’ve had for several years and have done several different types of videos for them, but specifically, we have created a conference sizzle reel.
Beth: So the Colorado League of Charter Schools has hired us to film their conference for many different reasons. We get a lot of great visuals of all the different things that are going on in the conference, and in an effort to create a sizzle reel that they can use to promote next year’s conference. So it’s very forward-thinking! Talk about pre-planning– They are thinking about 2025 in 2024 and we create a sizzle reel. So talk through the purpose of what they use the sizzle reel for and how to think about the purpose.
Steph; So we’ve covered their conference for several years and it depends on the year of what we’re kind of focused on. Example; One year we were actually getting interviews to support the RISE videos that we were doing. This year when we are covering the conference we really were just focused on the conference itself but the sizzle they decided– Usually we focus on getting more people to come to the conference, right? So we gear it towards the audience with their sales. But now they’re trying to attract more sponsors. So–
Beth: Different sales goals.
Steph: Different sales goal, so we got all the fun footage; You know registration, and keynote B-Roll, and lots of sponsor video. Their booths, and fun shots, and waves! Pete is their marketing director, is such a forward-thinking person and I love that he came up with that.
Beth: And back to audiences which is always how you wanna think about shooting and editing in any type of storytelling. Big difference between the audience of the conference goer and what their experience is gonna be and what they want, what the features and benefits they’re looking for versus a sponsor and what they are looking for in terms of why they would choose to sponsor this type of thing., and that is why pre-production, and planning, and purpose, and understanding what your ROI should be or what you want your ROI to before you start your video production process is key!