Second City Comedy Equals Smart Marketing

Probably my favorite moment from last week’s BrandSmart conference was a presentation by Second City. For those of you who aren’t familiar, Second City is the nation’s premiere training ground for improv comedy.

The group drew a comparison between comedy and marketing. One of the things they focused on is… audience. They talked about how they adjust their shows and performances based on how the audience is reacting. Certainly, very similar to what marketers do.

Who’s your audience?

It’s also a great comparison for videos. The number one question you should be asking when you produce a video is who’s the audience? Every decision on what goes into the video and how it’s presented should be pushed through that filter.

Why does this matter to the audience? How does it benefit them? You have to answer these questions.

It’s easy to get wrapped up in chest pounding when producing videos. You’re proud of your business, but remember… it isn’t about you, it’s about the audience.

–Tony Gnau