1) Define your business objective
(What do you want to happen when people finish watching your video?)
For this promotional video I aim to portray Puppy School Atherstone in a helpful, informative and friendly environment to take a puppy to learn which may potentially influence people looking to train their own puppies to choose this school over any others. I will also aim to show to the audience the types of benefits they can receive from taking their puppy to this training school such as puppy socialisation and up to date fun training methods to encourage rewarding behaviour from the puppies.
2) Define your audience.
(What does this audience care about and how does your product or service relate to those concerns)
The target audience for this promotional video will be young families who have just got a family dog, potentially young – middle aged people, as well as this I will aim to target anyone who have recently got a new puppy or those who enjoy seeing puppies as if they see the video they may suggest it to others who have got a new puppy which will also increase the promotion of word of mouth. Hopefully the main target audience will live in or around Atherstone making Puppy School Atherstone easily accessible. The service of Puppy School Atherstone will appeal to the audiences needs as most will be looking to socialise their puppy and try to reduce and potential behavioural problems.
3) Define your message.
What specific problem am I trying to solve and how to I communicate the solution to that problem?
In my promotional video for Puppy School Atherstone my key message to the audience is that Puppy School Atherstone is a safe, friendly environment for young puppies to learn as well as telling the audience about the benefits of socialisation and how better up to date training methods are key in helping for the development of a puppy in order for them to show good and rewarding behaviour. Another message I will try to communicate in the promotional video is the effectiveness that puppy training offers for your puppy’s behaviour following their training, this can be communicated to the audience by showing reviews of previous attendees and by potentially showing how some of these previous puppies have learnt how to behave following initial training.
4) Distribution.
(How are you going to get people to watch your video?)
In order to distribute this promotional video to the target audience I feel that the best way is to utilise the use of social media as most people looking for puppy training are more likely to search for classes on there or to ask for recommendations. By posting the potential promotional video to the business’ social media pages such as Facebook it means that it can be easily accessed by many people from a simple search. Another way that the target audience may watch the promotional video is by distributing it on online forums or Facebook pages such as a local one called ‘Atherstone people’s forum’ as it’s in the same geographical area where members of the public may be looking for puppy training classes and can be shared by others to people with new puppies. Using a forum like this would be extremely effective as it has approximately 10,980 people in the forum who can access the promotional video.
5)Concept?
(What is the idea for this video)
An initial idea for creating a promotional video for Puppy School Atherstone is to create a semi-instructional video in order to give potential customers a glimpse into what they can expect if they decide to train their puppy with these training classes. By doing this it will allow potential customers to see the effectiveness of the training methods used and can judge if they feel that these training classes will work well for them and their puppy.
Another concept that may for in creating a promotional video for Puppy School Atherstone is to create a promotional video built around the reviews of others who has decided to train their puppy here so that potential customers can gain a first-hand review and idea of how well the puppy training classes will work and to understand how others have benefited from using this puppy school.
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