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Intro to online film marketing 
Photo by BMC Labs at TIFF Bell Lightbox
A bit about me 
• Head of Marketing at Distrify 
• I'm an online media professional with over ten years of 
experience in ...
A film, like any other product needs 
to reach its target audience 
Photo by Justine Wise
Dude where is my audience? 
Photo by Nina Matthews
“Go Find Them!” Good luck 
Photo by Nina Matthews
Online marketing lessons from our startup 
Photo by Nina Matthews 
https://www.flickr.com/photos/21560098@N06/8153587951/ ...
Production Team Marketing Team 
Photo by Nina Matthews 
https://www.flickr.com/photos/21560098@N06/8153587951/ Average Sta...
Production Team Marketing dude 
Photo by Nina Matthews 
https://www.flickr.com/photos/21560098@N06/8153587951/ Film Team
“We filmmakers are in the game of survival, and this is what we do, 
we survive through excellence, we define our story, a...
Film $ Startup $ 
Early Stage No Investment No Investment 
Investors Privet / Public Angels / Privet / Public 
Production ...
Business Plan 
Photo by Nina Matthews
#Film #Startup 
Business 
Plan 
Distribution deal, 
Digital, DIY, Film 
Tour, Institution 
??? 
Freemium, Ads, E-commerce,...
Crowdfund independent film – Fox Acquisition 
Photo by Nina Matthews 
https://www.flickr.com/photos/21560098@N06/815358795...
Web Series indie creators – Lionsgate deal 
Photo by Nina Matthews 
https://www.flickr.com/photos/21560098@N06/8153587951/...
1st Startup Lesson - Marketing 
Strategy 
Photo by Nina Matthews
Content = Traffic 
Traffic = Audience 
Photo by William Brawley 
Photo by Nina Matthews 
https://www.flickr.com/photos/215...
Filmmaker = Content Machine 
Photo by Nina Matthews
Photo by Nina Matthews 
Marketing Strategy: 
•SEO (Search Engine Optimization) 
•Content Creation 
•Social Media / Email M...
Employ your marketing team from the get go! 
Engage with your fans early, find out what they 
like about your film! 
Photo...
Understand Your Audience 
and Opportunities 
Photo: Andy Wise
The type of people who will 
most likely be your fans 
will also most likely be 
interested in _________. 
Photo by Nina M...
People get value out of informational content when they: 
• Become informed 
• Get professional advice 
• Learn new techni...
Your content kit must include: 
• Visual 
• Infographics 
• Video 
• Written content 
Photo by Justin Wise
The other goals of your content should be to 
• Generate people sharing your content on 
Facebook or Twitter. 
• Links fro...
Become part of the conversation 
Photo by Nina Matthews
Bonus Features are not valuable 
content marketing for your film
Jump in to Social Media 
• Search Twitter, Facebook, Google+, Pinterest, Vine, Instagram, LinkedIn, 
Quora, for relevant p...
Startup Filmmaker– Pawan Kumar
Lucia – Data and Statistics 
• 473,837 Page loads 
• 113,242 Trailer View 
• 6.4% Trailer Conversion Rate 
• 5,170 email s...
“Inbound marketing is about LOVE. Get people to love your content 
and they will become a customer.” Hubspot CEO, Brian Ha...
Lucia – SEO, FB, YouTube, Blog, Publishers…
Documentary – Inbound Marketing
Engage 
Delight 
Landing Page 
Email Marketing 
Delight – Smart 
Call to action
I Am Breathing – Data and Statistics 
• 144,492 Page loads 
• 29,300 Trailer View 
• 4.4% Trailer Conversion Rate 
• 1,143...
Ad Network – Display Media Reaching Millions Unique Users
Ad Network – Outbrain Reach Target Audience 
Drive Traffic to your film site from publishers with millions of impressions
Ad Network – Taboola Video Seed
Ad Network – Taboola Video Recommendation
Sponsored content via Distrify 
and The Guardian 
• Content owners paid by brands in advance
Distrify Video Content Seed 
• Vertical Categories across multiple publishers
These filmmakers 
will have a lot to 
gain from all the 
disruptive going on 
These filmmakers 
will be struggling
Thank You!
Introduction To Online Marketing For Filmmakers
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Transcript of "Introduction To Online Marketing For Filmmakers"

  1. 1. Intro to online film marketing Photo by BMC Labs at TIFF Bell Lightbox
  2. 2. A bit about me • Head of Marketing at Distrify • I'm an online media professional with over ten years of experience in marketing. • I co founded two startup companies, FilmDIY a direct to fan movie platform, and Hyperclip a contextual content engine matching VOD with publishers networks. • My experience with online film marketing started back at 2007 with a movie I produced and directed, it made the top selling list on iTunes, and as a result was sold to CNBC. • I'm constantly writing and speaking on the state of digital distribution and marketing.
  3. 3. A film, like any other product needs to reach its target audience Photo by Justine Wise
  4. 4. Dude where is my audience? Photo by Nina Matthews
  5. 5. “Go Find Them!” Good luck Photo by Nina Matthews
  6. 6. Online marketing lessons from our startup Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/ Photo by Heisenberg Media
  7. 7. Production Team Marketing Team Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/ Average Startup Team Soluto Team
  8. 8. Production Team Marketing dude Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/ Film Team
  9. 9. “We filmmakers are in the game of survival, and this is what we do, we survive through excellence, we define our story, and create dialogue channels with our audience. If filmmakers’ mindset will become more like startups, and learn how to put the user - your audience - in the center, create more dialogue channels, and focus on execution, I believe that the whole film industry will be a lot better.” Photo by Nina Matthews
  10. 10. Film $ Startup $ Early Stage No Investment No Investment Investors Privet / Public Angels / Privet / Public Production Stage 80%-90% Get the film finished 10% Marketing 2/3rd Marketing 1/3rd Product Go to Market No budget, social, early engagement Social, Publishers network, ad network, costumer acquisition, A/B Testing, engagement Goals Get the film seen by millions, film festival awards and recognition, message, social change, cinema chain, distribution deal ROI, Get the product consumed by millions, impact “make the world a better place”, exit Life Time 1 – 3 Years 6 Months – 2 Years Film Industry Vs. Startup
  11. 11. Business Plan Photo by Nina Matthews
  12. 12. #Film #Startup Business Plan Distribution deal, Digital, DIY, Film Tour, Institution ??? Freemium, Ads, E-commerce, critical mass, exit ???
  13. 13. Crowdfund independent film – Fox Acquisition Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/
  14. 14. Web Series indie creators – Lionsgate deal Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/ Taken from tubefilter.com
  15. 15. 1st Startup Lesson - Marketing Strategy Photo by Nina Matthews
  16. 16. Content = Traffic Traffic = Audience Photo by William Brawley Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/
  17. 17. Filmmaker = Content Machine Photo by Nina Matthews
  18. 18. Photo by Nina Matthews Marketing Strategy: •SEO (Search Engine Optimization) •Content Creation •Social Media / Email Marketing •Influencers •Video and Visual Marketing •Mobile Distribution Tools •Data Analysis and optimization
  19. 19. Employ your marketing team from the get go! Engage with your fans early, find out what they like about your film! Photo by William Brawley
  20. 20. Understand Your Audience and Opportunities Photo: Andy Wise
  21. 21. The type of people who will most likely be your fans will also most likely be interested in _________. Photo by Nina Matthews
  22. 22. People get value out of informational content when they: • Become informed • Get professional advice • Learn new technical skills • Entertainment Photo by Nina Matthews
  23. 23. Your content kit must include: • Visual • Infographics • Video • Written content Photo by Justin Wise
  24. 24. The other goals of your content should be to • Generate people sharing your content on Facebook or Twitter. • Links from other sites mentioning or sharing your content. • Get comments and interactions on the content you are creating.
  25. 25. Become part of the conversation Photo by Nina Matthews
  26. 26. Bonus Features are not valuable content marketing for your film
  27. 27. Jump in to Social Media • Search Twitter, Facebook, Google+, Pinterest, Vine, Instagram, LinkedIn, Quora, for relevant people, groups, comments • Follow read their tweets, check their blogs, • Tweet your own be original • Join relevant groups on Facebook and LinkedIn • Join forums “lurk” for a while, than start discussion • Correspond with people who enter the discussion • Reach out to influencers, they are people and most want to help
  28. 28. Startup Filmmaker– Pawan Kumar
  29. 29. Lucia – Data and Statistics • 473,837 Page loads • 113,242 Trailer View • 6.4% Trailer Conversion Rate • 5,170 email sign ups just from the Distrify Player • 45,000 worth of online pre-orders • $66,000 in gross online rentals for Lucia • $7346 Copies bought • Opened in local theatres in India - $685,000, bought for TV $15,678, bought by Fox Star Studio • Lucia engaged 1200 fans to market and distribute the film
  30. 30. “Inbound marketing is about LOVE. Get people to love your content and they will become a customer.” Hubspot CEO, Brian Halligan,
  31. 31. Lucia – SEO, FB, YouTube, Blog, Publishers…
  32. 32. Documentary – Inbound Marketing
  33. 33. Engage Delight Landing Page Email Marketing Delight – Smart Call to action
  34. 34. I Am Breathing – Data and Statistics • 144,492 Page loads • 29,300 Trailer View • 4.4% Trailer Conversion Rate • 1,143 email sign ups just from the Distrify Player • 40 different broadcast deals Lucia
  35. 35. Ad Network – Display Media Reaching Millions Unique Users
  36. 36. Ad Network – Outbrain Reach Target Audience Drive Traffic to your film site from publishers with millions of impressions
  37. 37. Ad Network – Taboola Video Seed
  38. 38. Ad Network – Taboola Video Recommendation
  39. 39. Sponsored content via Distrify and The Guardian • Content owners paid by brands in advance
  40. 40. Distrify Video Content Seed • Vertical Categories across multiple publishers
  41. 41. These filmmakers will have a lot to gain from all the disruptive going on These filmmakers will be struggling
  42. 42. Thank You!
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