the marketing of documentaries
Post on 15-Jul-2015
172 Views
Preview:
TRANSCRIPT
© Mathias Noschis www.alphapanda.com
THE MARKETING OF DOCUMENTARIES
MATHIAS NOSCHIS VISIONS DU REEL 2015
20 APRIL 2015
© Mathias Noschis www.alphapanda.com
Mathias Noschis
• Career start in independent film in Switzerland and the South Caucasus
• InternaMonal experience in adverMsing, PR and social media for Toy Story 3, Black Swan, Piranha 3D, Let me in…
• Today working with independent producers and tutoring for training programmes and workshops
© Mathias Noschis www.alphapanda.com
CONTEXT1
MARKETING STRATEGY2
SOCIAL MEDIA3
BUDGET4
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
© Mathias Noschis alphapanda.com
Why should producers and directors care about film marketing?
© Mathias Noschis www.alphapanda.com
Multiplication of distribution channels and strategies
• MulMplicaMon of fesMvals • Theatrical is seen as a “loss leader” • OpportuniMes to break distribuMon windows • Development of VOD
© Mathias Noschis www.alphapanda.com
Anticipate the needs of the distributors and the sales agent
• Prepare promoMonal assets during producMon • Make sure you agree on strategy • Be in a stronger posiMon to negoMate
© Mathias Noschis www.alphapanda.com
Social networks require time
• A successful social media strategy lasts for the whole lifecycle • The community should be acMve at the Mme of release
© Mathias Noschis www.alphapanda.com
Film Marketing
Genre PosiMoning Target audience
SMlls Synopsis Trailer Poster Website
Social media AdverMsingPR Partnerships Viral
Assets AcMviMes
Strategy
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
Marketing Strategy
PART 2
© Mathias Noschis www.alphapanda.com
The SWOT analysis
Strengths Weaknesses
Opportunities Threats
© Mathias Noschis www.alphapanda.com
Target audience
• Primary target: • Demographics: age, gender, educaMon, income
• Secondary targets: • Larger group • Market niches (place, interest, themes, demographics)
© Mathias Noschis www.alphapanda.com
Target audience
Primary target
Secondary target
Secondary target
Secondary target
© Mathias Noschis www.alphapanda.com
Positioning
Arranging for a product to occupy a clear, disMncMve, and desirable place relaMve to compeMng products in the minds of target consumers.
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
Social Media
PART 3
© Mathias Noschis www.alphapanda.com
Traditional film marketing
Audience
Pre-production Production Festivals Release
Pre-‐production Production Festivals Releases
Public
© Mathias Noschis www.alphapanda.com
Film marketing in the age of social media
Pre-production Production Festivals Release
FansAudience
ViralGuerilla
SocialMedia
PublicRelations
CreativePartnerships
Pre-‐production Production Festivals Releases
AdverMsing
Outreach
Viral
InfiltraMon
FansAudience
© Mathias Noschis www.alphapanda.com
Which films for social media?
Main criteria for documentaries: • Fame of the protagonists • IdenMfiable target or niche targets • Elements that create passion
© Mathias Noschis www.alphapanda.com
Promote a film vs. an experience?
Product: • Two hours in a cinema vs. • Many months of interacMon and debates
Audience: • Interested in some elements of the film vs. • Real passionate people
Role: • Viewers vs. • Ambassadors for the film
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
The 6 steps to building an online community
© Mathias Noschis www.alphapanda.com
A 6 step process
1. Research
2. Database building
3. Choice of network
4. Outreach
5. Community management
6. Monitoring
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
1. Researching the audience
© Mathias Noschis www.alphapanda.com
Exploring the field through Facebook ads
• Planning a fake Facebook ad campaign allows to compare target groups and to idenMfy trends
• A powerful tool to challenge preconcepMons
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
2. Database building
© Mathias Noschis www.alphapanda.com
5 tips to create a database
• Allow enough Mme (minimum 2 whole days) • Use keywords in search engines • Organise the contacts in sites, organisaMons and individuals • Highlight the key contacts • Be surprised!
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
3. Choosing the right social network
© Mathias Noschis www.alphapanda.com
Alternatives
• Facebook • Twiger • Blog / Tumblr • Instagram / Pinterest • Mailing list • ExisMng community • …
© Mathias Noschis www.alphapanda.com
Ask yourself 5 questions
• What exisMng networks do I have? • What are the demographics of my targets? • What are my territories and languages? • How much Mme can I dedicate to this? • What do I like to do?
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
4. Outreach
© Mathias Noschis www.alphapanda.com
Outreach -‐ Definition
Seeking out and contacMng individuals or organisaMons that have a shared interest in what you have to offer.
© Mathias Noschis www.alphapanda.com
Outreach -‐ A few advices
• Be newsworthy -‐ the info should be relevant now • Adapt the message to the receiver • Give real content • NegoMate exclusive placements
© Mathias Noschis www.alphapanda.com
Infiltration -‐ Definition
The act of joining the conversaMon in exisMng group, forums, communiMes, blogs or pages to iniMate a discussion around a specific
topic.
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
5. Managing the community
© Mathias Noschis www.alphapanda.com
Community management
A bit like being a good party host, but in an online capacity
© Mathias Noschis www.alphapanda.com
4 tips for successful community management
• Listen to your community • Plan regular updates • Encourage word-‐of-‐mouth • Organise compeMMons
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
6. Monitoring
© Mathias Noschis www.alphapanda.com
Questions answered by effective monitoring
• Which acMviMes are working? • Which websites are talking about the film? • What is my audience talking about? • What is their opinion on the campaign?
© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com
Budget
PART 4
© Mathias Noschis www.alphapanda.com
Budget
€ 1,000 -‐ 2,000 MarkeMng strategy
€ 1,000 -‐ 10,000 PromoMonal asset creaMon
€ 1,000 -‐ 2,000 Social media strategy
€ 500 -‐ 1,000/month Community management
Total: € 3,000 -‐ 14,000 one-‐off + € 500 -‐ 1,000 monthly
© Mathias Noschis www.alphapanda.com
DOs
• Do start your markeMng effort well in advance • Do allow a budget for markeMng • Do spend Mme researching your audience • Do use your fans as brand ambassadors • Do measure the effecMveness through monitoring
© Mathias Noschis www.alphapanda.com
DON’Ts
• Don’t think a great film is enough to be successful • Don’t just believe everyone is interested in the film • Don’t be afraid of simplifying the film for its posiMoning • Don’t start by opening a page on all social networks • Don’t leave it die at the end
© Mathias Noschis www.alphapanda.com
Useful resources
• Selling your film without selling your soul -‐ www.sellingyourfilm.com • iFilmFest app • FilmScopeWorldwide • Sheri Candler Blog -‐ www.shericandler.com • Alphapanda Blog -‐ www.alphapanda.com
© Mathias Noschis www.alphapanda.com
? Questions?
www.alphapanda.com mathias@alphapanda.com LinkedIn: Mathias Noschis
Twitter: @FilmMktg
© Mathias Noschis www.alphapanda.com© Mathias Noschis alphapanda.com
The Small Print
All informaMon included in this document is confidenMal and intended solely for the use of the individual or enMty to whom it is addressed. All materials are protected by copyright laws, and may not be reproduced, republished, distributed, transmiged, displayed, broadcast or otherwise exploited in any manner without the express prior wrigen permission of Alphapanda Ltd.
top related