How do you convince someone to do something? An effective presentation of an idea can do the trick but if done incorrectly, you may end up coming off as annoying or even offensive. After all, you’re imposing your ideas on to someone else. It’s a tricky process because in order to really convince someone of an idea, you’d have to help that person realize, understand, and accept your idea as his or her own belief.
We realized that making a video directly promoting Grad Fair presented a couple of concerns due to the nature of the event and the people we’re targeting.
First, there are people who plan to walk at commencement, which holds a high chance that they’re already interested in attending Grad Fair. They don’t need any convincing. They’re already set on their attendance and any further attempt to push the importance Grad Fair on them may just come off as annoying.
Second there are people who won’t be attending Grad Fair because they don’t plan to walk. That became our target audience for our video: This is Your Moment.
The trick in creating the concept for our video was not to talk about 20% off deals or $60 savings. Frankly those specials mean nothing to an audience of people who have no need for graduation merchandise. Instead, we took a different approach.
This is Your Moment doesn’t sell Grad Fair by telling the viewers about the exclusive cap & gown packages. Rather, it delivers powerful messages from the experienced—those who’ve graduated themselves. It offers the soon-to-be Grads the opportunity to realize the importance of Graduation and the accomplishment they are about to achieve.
If the viewer can realize the importance of Graduation, understand that this is their moment, and accept the decision to walk at commencement, then they’re convinced.