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Connecting with Your Audience презентация
Содержание
- 1. Connecting with Your Audience
- 2. Artistic mindset change
- 3. Obscurity is your enemy
- 4. How do I connect with my audience? Be remarkable
- 5. X How do I connect with my audience? Be Social
- 6. How do I connect with my audience? Be generous
- 7. Don’t underestimate these tools
- 8. Elements of a Marketing Plan Situation analysis Goals WHO? WHERE? HOW? Budget Timeline
- 9. Goals of the production* Money Career launch—for
- 10. Who is your audience?
- 11. Mass, Niche, Core A MASS audience is
- 12. Mass, Niche, Core A niche audience is
- 13. Examples of a niche LGBT (gay) Environmentalists Parents Teachers/Educators Football fans Ballet
- 14. Mass, Niche, Core A core audience is
- 15. Demographics? Too vague Need to understand interests
- 16. Same demographics, but very different
- 17. Who is your audience?
- 18. Be clear on the core audience for your proposed film
- 19. Where to find them?
- 20. Where to find them?
- 21. Where to find them?
- 22. Break
- 23. Assign the role
- 24. Elements of a marketing strategy Identify
- 25. Tactics Website Email Social networking Crowdfunding Grassroots/community outreach Media pitches/publicity Media buys/advertising
- 26. Budget items Labor costs $1K-$5K per month
- 27. Website Elements Home page/blog Synopsis/bios Press Kit-photo
- 31. Email database A daily habit of collection.
- 32. Social Networking Sites
- 33. Create little moments of connection
- 34. Social Networking Anywhere online Not a
- 35. Think about content Photos Video Links
- 36. Orange is the New Black
- 37. The Grand Budapest Hotel
- 38. Tiffany Shlain
- 39. Keys to successful social Authentic voice Building
- 40. Building up a following Participate on social
- 41. Media Pitches What is newsworthy? Match
- 42. Media Buys Marketing to strangers You’re
- 43. Core audience: Divine fans Niche audiences: LGBT,
- 44. Case Study: I AM DIVINE World Premiere
- 45. Core audience: Greek Community, Fish and
- 46. World premiere: Festival du Film Britannique de
- 47. Follow us online Facebook/The Film Collaborative G+
- 48. FREE ebook
Artistic mindset change
Слайд 1Connecting with Your Audience
Sheri Candler,
The Film Collaborative
www.thefilmcollaborative.org
@shericandler @filmcollab
Слайд 9Goals of the production*
Money
Career launch—for your next project
Audience/eyeballs to see the
film
Change the world
A long-term, sustainable connection with a fanbase
* Hat tip to Jon Reiss
Change the world
A long-term, sustainable connection with a fanbase
* Hat tip to Jon Reiss
Слайд 11Mass, Niche, Core
A MASS audience is term describing the largest group
of consumers possible.
Women
Men
Children
Students
Women
Men
Children
Students
Слайд 12Mass, Niche, Core
A niche audience is smaller, narrowly defined, but an
influential group of people.
They have particular interests, lifestyles, media consumption habits, and varying levels of enthusiasm.
They have particular interests, lifestyles, media consumption habits, and varying levels of enthusiasm.
Слайд 14Mass, Niche, Core
A core audience is a segment of the niche
audience.
Their passion and enthusiasm drive the interests of the niche. Reach the core and you will reach the niche.
If you have a core audience for you work, their support will help you immeasurably.
Their passion and enthusiasm drive the interests of the niche. Reach the core and you will reach the niche.
If you have a core audience for you work, their support will help you immeasurably.
Слайд 15Demographics?
Too vague
Need to understand interests and behavior
Listening is key
Speak directly to
people, don’t make guesses
Слайд 24Elements of a marketing strategy
Identify target audience (no more than 3)
Where
does your audience congregate?
What will be the visual identity and voice of the work?
Implementation of connecting with your audience (this is the promotion bit)
What will be the visual identity and voice of the work?
Implementation of connecting with your audience (this is the promotion bit)
Слайд 25Tactics
Website
Email
Social networking
Crowdfunding
Grassroots/community outreach
Media pitches/publicity
Media buys/advertising
Слайд 26Budget items
Labor costs $1K-$5K per month
Website design $3-$5K
Graphic design $2-$5K
SEO specialist
($100-$150 per hour or $1500-$3K per project)
Advertising (Social, PPC, video seeding) $20K+
Publicist $5-$30K
Video editing (trailer/short content) $10K for professional
Analytics-low end $150 per month
Email program $30 per month (often free up to 2000 addresses)
Web hosting $20 per month
Ecommerce $15-$30 per month
Festival submisssions $500
Advertising (Social, PPC, video seeding) $20K+
Publicist $5-$30K
Video editing (trailer/short content) $10K for professional
Analytics-low end $150 per month
Email program $30 per month (often free up to 2000 addresses)
Web hosting $20 per month
Ecommerce $15-$30 per month
Festival submisssions $500
Слайд 27Website Elements
Home page/blog
Synopsis/bios
Press Kit-photo gallery
Host/Find a Screening
Contact
Social media site buttons
Trailer/streaming
Email sign
up
Store
Store
Слайд 31Email database
A daily habit of collection. BE PATIENT
Ask for name and
email address, zip/country code & Twitter handle
Set a regular schedule for communication
Tone down images, make the material scannable
Monitor your open rates, unsubscribe rates, clickthrough rates, sharing
Set a regular schedule for communication
Tone down images, make the material scannable
Monitor your open rates, unsubscribe rates, clickthrough rates, sharing
Слайд 34Social Networking
Anywhere online
Not a broadcast medium
Build relationships
Post regularly
Be fascinating
Be prepared to
pay for reach
Слайд 35Think about content
Photos
Video
Links to stories of interest to the audience
Visual
timelines
Quizzes
Polls
Quizzes
Polls
Слайд 39Keys to successful social
Authentic voice
Building trust/being interesting to an audience
Content strategy/calendar
Keep
up with comments
Budget
Measurement
Budget
Measurement
Слайд 40Building up a following
Participate on social sites. Join pages on Facebook,
participate in Twitter hashtags, repin on Pinterest, favorite photos on Instagram, join Linkedin groups, G+ communities, comment on Youtube videos
Facebook & Twitter ads
Put buttons on your website for social channels
Facebook & Twitter ads
Put buttons on your website for social channels
Слайд 41Media Pitches
What is newsworthy?
Match story to outlet
Craft not blast
Relationships
Assets in order
Слайд 42Media Buys
Marketing to strangers
You’re paying for speed & reach
Be super targeted
Work
with media buyers
Слайд 43Core audience: Divine fans
Niche audiences: LGBT, drag queens, John Waters fans,
arts documentary fans
Mainly used Facebook & Twitter
Total theatrical campaign spend less than $25K
2 crowdfunding campaigns raised over $80K and led to over 1800 donors before the film’s premiere
Mainly used Facebook & Twitter
Total theatrical campaign spend less than $25K
2 crowdfunding campaigns raised over $80K and led to over 1800 donors before the film’s premiere
Case Study: I AM DIVINE
Слайд 44Case Study: I AM DIVINE
World Premiere SXSW 2013
Played over 200 festivals
with screening fees
Domestic theatrical 50 cities over 5 months for a total of over $80K
94% Rotten Tomatoes
US ancillary sales-Showtime, DVD/VOD
Sold in multiple foreign territories
Domestic theatrical 50 cities over 5 months for a total of over $80K
94% Rotten Tomatoes
US ancillary sales-Showtime, DVD/VOD
Sold in multiple foreign territories
Слайд 45
Core audience: Greek Community, Fish and Chip Shop Owners
Mainly used Facebook/Twitter,
advertising in specific media, phone calls
Total marketing spend about $35K
Completely self funded
Total marketing spend about $35K
Completely self funded
Слайд 46World premiere: Festival du Film Britannique de Dinard out of competition;
Thessaloniki winner
released in 70 cinemas in Germany, 23,850 admissions during the first weekend
7 week UK theatrical run
77% Rotten Tomatoes
Multiple ancillary deals
Breakthrough British Filmmaker nomination from London Critics Circle
released in 70 cinemas in Germany, 23,850 admissions during the first weekend
7 week UK theatrical run
77% Rotten Tomatoes
Multiple ancillary deals
Breakthrough British Filmmaker nomination from London Critics Circle
Слайд 47Follow us online
Facebook/The Film Collaborative
G+ Community dedicated to independent film marketing
Linkedin/The-Film-Collaborative
Pinterest/FilmCollab
Twitter @shericandler @filmcollab
www.thefilmcollaborative.org
