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.
