Post on 02-Dec-2014
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How to build a marketing campaign
What is the difference?
• PR – more bang for your buck, trusted, removed from self involvement
• Promotion/publicity – marketing, advertising, branding and PR
Key elements to a marketing campaign
You tell us…
Why have a marketing campaign?
• To get noticed• To generate interest• To attract funding• To get paying customers• To get more films
commissioned
A marketing campaign
• What, why, who, where, how and when
• Planning• Find your audiences
Tools of the trade• Mainstream media (print,
radio, television)• Marketing literature – leaflets,
business cards, brochures• Social media• Website• Guerilla marketing
Media packs
• News release• Colour advert/brochure• Memory stick?• How do you make it
interesting?• Gimic? • Language
Mainstream marketing• Print ads, leaflets, brochures
need to be eye-catching, brief and enticing
• Advertising alone will not get people interested
• Much can be achieved through PR – editorial, third party comment and experiential activity that’s not paid for
PR – it’s the way you say it
http://www.youtube.com/watch?v=pzjEzohHmaM
Thinking outside the box• Create a buzz: website, social
media, guerrilla marketing – teasers campaigns, flash mobs, snapchat
• Research bloggers, journalists and distributors and find interesting ways to reach them
• Radio stings, 30” video clips• Never underestimate the power of a
good strap line• More than one trailer?• Music has power - choose it carefully
Case study• Trust me, I’m lying: Confessions of a Media
Manipulator – Ryan Holiday
Case study
• The Blair Witch Project
Flash mob brilliance
http://www.youtube.com/watch?v=y1ys2UCROU0
Best film campaigns
• Trends and themes in film promotion
Slogans• The rule of three:- Why so serious?- Get an afterlife.- Mischief. Mayhem. Soap.- Dark. Darker. Darko.- Sex. Clothes. Popularity. Is there a problem
here?- You’ll laugh. You’ll cry. You’ll hurl.- Same make. Same model. New mission.
Know these?• “65 million years in the making”• “There are 3.7 trillion fish in the
ocean. They're looking for one”• “In space no-one can hear you
scream”/ “The b**ch is back”• “Escape or die frying”• "Love is a force of nature"• "The longer you wait, the harder it
gets”• “May the odds be ever in your
favour”
Flim promo examples
• Doing it differently• Carrie -http://
www.youtube.com/watch?v=VlOxlSOr3_M
• Devil’s Due -• http://www.youtube.co
m/watch?v=oONJjP5kzYE
What else do you need to know
• Questions?