The key to begin with making good TV programmes and creating good marketing campaigns is RESEARCH- a reflection on L’Oreal Redken Mobile Marketing Strategies.

Based on my professional working experience as a TV researcher-writer-director producing a wide variety of TV programmes- news and current affairs documentaries; informative; informative-and-entertainment; and variety programmes, I conclude that research is the key to begin with creating a good and engaging TV show.

On the other hand, as a marketing student reading the article- “L’Oreal’s Redken drives salon visits and increases user engagement with robust mobile strategy”, I can see some common elements in producing a good TV programme, as in creating a good marketing campaign.

To begin with, I reckon any great marketing campaign has to start from working on some thorough research- knowing your audience, your objectives and the best approach in speaking to them.  Likewise TV producing, creating TV programmes is like story-telling.  You ought to know your audience, the story that you’re telling, and the best structure to tell the story.  

In any good non-fiction and fiction films, research is almost the first and most important step to take; before any other elements that could come together to produce a good film.  Take documentaries for instance, choosing the correct profile to feature is the key to telling a compelling story.  Hence, one cannot do so without first, doing some research.  As for fiction films, research is equally important as the key to begin making a good fiction film is actually the script.  In order to write a good script, the script writer ought to have done some good research.

Based on the article “L’Oreal’s”, it seems that the marketing team has a very clear idea in what their objectives are, their target audience(s) and thus, they were able to implement three different marketing approaches to speak with their three different types of audiences.  

The marketing team created custom mobile experiences for (1) cosmetology students, (2) professional hair stylists, and (3) consumers.  The team tailor made three different mobile marketing approaches to reach out to these three groups of target audiences.  Namely a mobile-friendly site for consumers; an engagement-focus approach for professional hair stylists; and an educational-focused tablet teaching materials for the Redken Exchange Academy students.

In my opinion, the choice of identifying and focusing on the three target audiences is a wise decision made.  First of all, the company has already first engaged its students who will soon become some professional hair stylists, who might in turned influence the brand choice of their customers.  The three different mobile marketing apps also speak to the three different groups of “customers” or target audiences, in fulfilling their needs. 

Even Sarah Liang, the Director of Integrated Marketing Communications for L’Oreal USA admitted, “Ultimately what we’ve learned is that you have to know your audience, and develop a robust strategy across screens that fits their need the most.”  Indeed, the L’Oreal mobile marketing strategies did seem to have done their research, know their target audiences and had chose the best “story-telling methods”/marketing approaches to speak with their audiences.