media desk belgium - film marketing in the age of social media

© Mathias Noschis alphapanda.com

MEDIA Desk Belgium Film Marketing in the Age of Social Media 5th December 2013

http://alphapanda.com


Mathias Noschis• Career start in independent film in Switzerland and

the South Caucasus • International experience in advertising, PR and

social media for Toy Story 3, Black Swan, The A-Team, Alice in Wonderland...

• Today working with independent producers and tutoring for training programmes and workshops

© Mathias Noschis alphapanda.com© Mathias Noschis alphapanda.com

Why should producers care about film marketing?


Multiplication of distribution channels and strategies• Multiplication of festivals • Theatrical is seen as a “loss leader” • Opportunities to break distribution windows • Development of VOD • Even more with short films


Anticipate the needs of the distributors• Prepare promotional assets during production • Make sure you agree on strategy • Be in a stronger position to negotiate


Social networks require time• A successful social media strategy lasts for the

whole lifecycle • The community should be active at the time of

release


Audience

Pre-production Production Festivals Release

Traditional Film Marketing


Pre-production Production Festivals Release

FansAudience

ViralGuerilla

SocialMedia

PublicRelations

CreativePartnerships

Film marketing in the age of social media

Advertising


Building a Community


A 5 step process

1. Research

2. Choice of network

3. Promotional activities

4. Community management

5. Monitoring


1. Researching the audience


5 tips for effective research• Allow enough time (minimum 2 whole days) • Use keywords in search engines • Explore through Facebook ads • Create a database of contacts and pages • Be surprised!


2. Choosing the right social network


Alternatives

• Facebook • Twitter • Blog / Tumblr • Mailing list • Existing community


Ask yourself 5 questions• What existing networks do I have? • What are the demographics of my targets? • What are my territories and languages? • How much time can I dedicate to this? • What do I like to do?


3. Promotional Activities


Call to action

Making the audience aware of the film is NOT enough! !

You need a call to action! !

Possible calls to action: • Buy my DVD • Go to the cinema • Like my fan page • Subscribe to my mailing list


Advertising - Definition

Calling public attention to a film through the procurement of the placement of a piece of media real-estate within any given media.


Advertising - Facebook ads

Principle: • Identify target audience in demographic terms • Bid for pay-per-click • Set a maximum spend per day


Publicity / PR - Definition

Creating an image of a product or service in the eyes of the public, mainly through media coverage.


Publicity / PR - Activities

• Film Premiere • Press Junket / Interview • Press Kit / EPK • Press / Multimedia Screening • Negotiation of placement • Competition


Creative Partnerships - Definition

An association with one or more product, service or organisation in order to implement cross-promotional activities


Creative Partnerships - Typologies

• Media partnerships • Commercial partnerships

• Product Placement • Marketing Alliances • Competitions

• Non-commercial partnerships • Educational partnerships


suggestions for non commercial partnerships• Get involved with clubs or associations for

competitions • Find a media partner to document the

production of your film • Create educational material for an existing

organisation


Viral Marketing - Definition

The rapid adoption of a product or passing on of an offer to friends and family through word-of-mouth (or word-of-mouse) networks


Infiltration - Definition

The act of existing group, forums, communities, blogs or pages to initiate a discussion around a specific topic.


4. Managing the community


Community management

A bit like being a good party host, but in an online capacity


4 tips for successful community management• Listen to your community • Plan regular updates • Encourage word-of-mouth • Organise competitions


5. Monitoring


4 questions answered by effective monitoring• Which activities are working? • Which websites are talking about the film? • What is my audience talking about? • What is their opinion on the campaign?


A 5 step process

1. Research

2. Choice of network

3. Community building

4. Community management

5. Monitoring


DOs• Do start your marketing effort well in advance • Do allow a budget for marketing • Do spend time researching your audience • Do use your fans as brand ambassadors • Do measure the effectiveness through monitoring


DON’Ts• Don’t target your primary audience • Don’t start on all social networks • Don’t think a great film is enough • Don’t rely purely on innovative activities • Don’t leave it die at the end


Additional Resources

Selling Your Film without Selling Your Soul www.sellingyourfilm.com Blogs: • www.shericandler.com • www.pmdforhire.com • www.movieviral.com

http://www.sellingyourfilm.com

http://www.shericandler.com

http://www.pmdforhire.com

http://www.movieviral.com


Questions?

www.alphapanda.com [email protected] LinkedIn: Mathias Noschis Twitter: @FilmMktg

http://www.alphapanda.com

mailto:[email protected]


The Small Print

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