First Rule in Expanding your Video Brand
Everyone wants to expand their business, that’s why you started in the first place!
If you have reached a plateau, and want to continue growth, make sure you don’t loose the followers you currently have. It is amazing how often that can happen. A Video Production group gets a great new creative idea and does not consider if this new idea is anything their audience would want to see. This is a bad idea, it is like a musical acting switching genre’s of music. Unless it is done very carefully they could loose the fans they have and not gain anything. It is this way for most entertainment/marketing. That is what marketing essentially is, entertainment to get and keep peoples attention. Especially in these days where online video’s are key.
If your brand was built on good looking young men and women with loud music and action in your online video’s. (think beer commercials)
It is not a good idea to switch to middle age people listening to Yanni in a coffee shop. Not unless you have something that remains from what got you started. People will follow you for a reason and when you take that away they will feel like you have been disloyal to them. Any video marketing you are doing will immediately turn them off. Not only will they leave, they will talk others out of discovering what you have to offer. It is a well known fact that bad news travels much faster than good. So you do not want to handicap yourself just as you are trying to expand. As Trump would say, “that would be Stupid!” Then again he says that about most things. How about, handicapping yourself would be detrimental to the health of your business.
If your idea for expanding your market does require a dramatic shift in the images and sounds of your usual video marketing, you will want to make the shift gradually. Consider a restaurant whose menu consists of old style, greasy food. Now lets say this establishment has a steady clientele, but wants to expand in size and menu. Making the regulars go cold turkey to vegetarian is not going to work. You would have to switch the menu and marketing gradually. Slowly build that idea until you have a menu that encompasses healthier food as well as burgers that make cardiologists faint in fear. Experiment with what they like until you can detect a balance that will work for you and all of your customers. Peoples appetites for food is ran on the same principle as their appetites for anything else. A quick change will turn them off. So remember to make it gradual, so you are not just switching hard rock for Yanni. Then watch your business grow.