The glass industry is a very competitive one. And now, with technologies, glass is part of the future. So companies must have an edge over one another. Using multimedia, the below 3 companies tries to win over their potential customers with their vision and they can offer. Their marketing communication is different as the difference among the 3 videos shows the direction that the company is heading towards (beneficial for clientele). The videos shows their vision of glass technology. All videos show the future: MADE IN GLASS.
1. Corning Incorporated
In their vision, they can transform everyday life with glass. Physical items are gone and replaced. It seems that everyday life is made easy. Very futuristic.
2. Saint- Gobain SA
A pity that the video is in french. But it is understandable by just looking at the videos. It is not as futuristic as the video by Corning. It simply showed the possible replaceable things in our life now.
3. Schott AG
This company's video is similar to the one by Saint- Gobain SA. We can see that the video is not as futuristic as certain things are happening now or could happen in the near future.
COMPARING
It is clear that all the 3 videos clearly showed what the company is capable of. They showed their expertise and what they can offer to their consumers. However, there are definitely major differences between these companies.
Target Audience.
We can see that Corning's target audience could be you and me and certain industries. As we can see from the video that it's focus is on the everyday life of a family. From the household to the life of each family members, the company managed to show the possible aspect of replacing everything with glass for convenience of day to day activities.
For Saint- Gobain and Schott AG, they go beyond the household and displays what they can offer to the the various industry such as engineering and biomedical. Huge part of the videos are seen showing the possible contribution in various industries, this implied that their target audience are the industry players. The videos are also more realistic as I believe that some of the possible technologies are slowing making their way into those industries and all of the scenarios can happen with next 50 years or so.
My personal favorite video is the one by Corning. It clearly shows their vision and not just following the trend. Of course, for marketing communicating, Saint- Gobain and Schott AG are more possible to be successful in reaching those possible clientele. Depending on what potential customers wants, these 3 companies definitely have an edge by using multimedia in their marketing communication, clearly showing their vision and the services they provide.
And to end off, below is a short commercial on WHY GLASS.
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