In honor of Mother’s day, we thought we’d take a moment to look a little deeper at everyone’s favorite woman. Making a video for mom starts with really knowing who she is, and what she wants.
Video for Mom
Since moms and other women account for 85% of all brand purchases (The “she-conomy”), making videos that will appeal to them is a big part of our workday here at DVI.
When we start a video for mom, we don’t just look at her as a number- we get to know her. How? We take a detailed look at her and the world she lives in.
First we isolate her age. Is she 20? Is she 30? 40? 50? Then we have a look at her family. 2 kids? Single mother? Does she have a job? Did she go to school? What kind of car does she drive? What kind does she want to drive? Pour that all together, add a few special ingredients, and mix briskly. Suddenly our consumer becomes a person, instead of a statistic.
When we get to know her, that’s when we begin to understand what triggers her behavior.
Here’s the caveat. While we’re constructing our view of her, we always remember that every audience member is unique, just like our own moms are unique. But individual moms will also share commonalities. So we drill down and figure out what those are.
This takes hours – researching online and talking to people who fit the demo. But it’s worth it, because the more specific we can get with our audience picture, the more targeted we can be with our creative and our messaging. And that allows us to make video content that will move our mom.