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?