One of the first steps of any effective production is identifying the target audience. On the surface, defining a target audience probably doesn’t seem all that difficult. I mean, you know who your customers are, right?
Well, one of the challenges we often face is that a client’s audience is too broad. When clients are unable to focus on a specific group, it becomes challenging to create a compelling message. The video can become too long (too many messages and content) or too watered down (lack of specific content).
Despite the evidence that a highly targeted audience is more effective, many situations still require a video to reach a general audience. So, what is the best way to reach a large demographic? Emotion.
Emotion drives everything we do. Whether you are a young boy battling a rare form of bone cancer or you’re a recent widower trying to move on, emotion can appeal to a large audience. It can inspire the general population to take action.
If you’ve ever gone out drinking with your buddies and wanted to enjoy the flavor of a heavy beer, chances are you’ve had a Guinness. In fact, Guinness appears in more than 150 countries around the globe. The beer sparks conversations among men of all ages in all parts of the world. It’s safe to assume that Guinness has a pretty broad audience.
A few weeks ago, I came across a prime example of Guinness appealing to their large audience. The brand’s latest Wheelchair Basketball commercial has all of the ingredients of an effective message and has the unique ability to emotionally connect with a huge portion of its customers. If you haven’t seen the commercial, take a minute (60 seconds exactly) and check it out below.
Let’s explore how Guinness is able to appeal to a huge market with this 1-minute commercial.