Who is the audience, why are they there, and what attracts them? These are the questions of consequence when designing a PR and marketing campaign. They provide direction to content creators to pander to audiences and reach new ones. They were the focus of the Variety TV Summit.
Brands, brands, and more brands were the topic of the day’s panels and conversations. How does one know when they’ve hit their mark and where and how to adjust?
Research and analytics are becoming increasingly important in making content and design decisions. Art has becoming co-opted by a larger movement, where data and research rule.
Successful art is subtle. It speaks without saying and shows rather than tells. It is in a constant state of listening and reaction. Conversely, it is limited by what it is, being careful not to stray too far from its anchoring-base.
The struggle between knowing and acting one’s brand, while moving towards new and untapped audiences is one of the great struggles of brand building. The panel discussed tools that can be used to gain insight not only to what a brand thinks it is but more importantly to the way it is perceived by those that decide its fate.
Brand representatives from traditional strongholds Sony, Warner Brothers, and Fox as well as the new and full with potential YouTube converged in Los Angeles to speak about where the TV industry is going and how not to get left behind.
Audience segmentation through social media was thoroughly discussed. The brand representatives warned against being too rigid in asserting one’s brand, even when it runs in contradiction to the way it’s perceived.
Research is meant to illuminate realities not reaffirm that which is false. It provides needed doses of truth, which can often run in short supply. But, research without readjustment is mute and serves no one. One of the reasons, research is often ignored is that it is often done only post-action with no pre-action research with which to compare it to.
Content creators are more than producers they are designers. They must possess both analytical as well as production skills. By drawing on research, they must be able to segment audiences not only by demographics but more importantly by psychographics, which are often more cross-sectional in nature. While demographics can tell you who consumes your content, psychographics answer the more pertinent question of why.