DIY Indie Film Marketing

Indie Film Marketing on a Shoestring a Film POP! workshop #diyfilm1

AGENDA1:00 - 1:50 Laying A FoundationThe tools needed for effectively building an online and offline profile to launch a film’s campaign, includingpointers on time management. Includes social media tools and best practices, plus offline integration tips tomaximize digital marketing efforts.1:50 - 2:40 Ready, Set, ACTION!Tips on online content generation, optimizing content for the internet, audience engagement, building a fan baseand methods for putting a film campaign in motion.Afternoon Break2:50 - 3:40 Tracking Your SuccessAdvice and tools for measurement, analysis, and analytics to see where and how each online campaign isfinding success. Tips on how to adjust as a campaign matures to get the most out of marketing efforts.3:40 - 4:30 It’s OK To Make MoneyHow to start using these new platforms to generate financial investment in a film and find distribution avenues.How to leverage each social network for donations, micro-donations and demand for film screenings. Tips ongenerating flexible revenue streams and finding new paths to distribution.Final Q&A

Laying A Foundation Part One

Time Management

Twitter Facebook Google Proﬁle Groups LinkedIn Video Sites Ag tform gre Pla gat lti ols orMu To s (don’t completely ignore MySpace, btw)

Keep Your Eyes Peeled For New Tools

Taking It Ofﬂine

Event PlanningMeeting UpSkype/iChatPress ReleaseOld Media Coverage

Ready, Set, ACTION!Part Two

It Starts With Simple Online Content Blogs Audio Photos VideoThat COMPLIMENTS or ADDS TO your actual ﬁlm

Does online “supporting” content have to be time consuming or complex?

Simple Equipment That May Help:•Phone with Camera / Smartphone•Mini Camcorder (think FlipCam orKodak Zi8)•Laptop or Computer with built in orexternal mic and web cam

Simple Editing Tools (for branding):•iMovie (comes with Mac)•Pinnacle (Shareware), Movie Maker 6(comes with Vista) or Video Edit Magic(minimal charge)•GIMP or Seashore - free photo editing tools(replaces Photoshop)•Garage Band (comes with Mac)•Pro Audio - Audacity - Final Cut Pro ($$)

Building A Fan Base andGetting Audience Engagement

Use social profiles to launch: Targeted Engagement Calls to Action (contests,forms to fill out, mailing lists,ways to upload fan content,commenting, etc) Start engaging fans beforeyou start filming Keep content fresh(stockpile content for slowperiods in campaign) Enlist help with engagementfrom cast and crew Live online premieres withinteraction

Putting Your Film Marketing In Motion

Make sure film web site isEVERYWHERE (on and off line) Reach out to old media Send new media press releases Distribute trailer to groups, profiles andsites Have a SOLID film festival strategy

Everybody, Take Ten!(Afternoon Intermission)

Tracking Your Success Part Three

Tools To TrackGoogle AnalyticsHave-A-MintHitTailGraderFacebook InsightsPaid Tools like Custom Scoop, Radian 6

Terms To Know Hits: Each file sent to a browser by a web server is an individual hit. Visits: A visit happens when someone or something (robot) visits your site. It consists of one or more page views/ hits. One visitor can make multiple visits to your site. Pageviews: A pageview is each time a visitor views a page on your website, regardless of how many hits are generated Bounce: Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page Unique Visitors: Browsers who accept a cookie from your site and can thus be tracked specifically, as opposed to bots.

It’s OK to Make Money Part Four

Distribution(we almost put a photo of the Holy Grail here, instead of a wall of ﬁlm posters)

Gain Audience and Reach, Cost = Varying Percentage iTunes (rent, own, digital) Amazon (rent, own, digital, dvd) Caachi (own, digital) Sprout (social ﬁlm discovery site) EZTake (own, dvd, digital) Joost (ideal for trailers, free stream)YouTube,Viddler, Etc (ideal for trailers, free stream)

Micro Financing Model Social networks like Twitter and Facebookleveraged to drive fundraising via micro funding sites. ChipIn PayPal Google Checkout Kickstarter

Funding Networks and Sites

Sponsorship Model Product PlacementUse of Corporate Locations with brand rights Film Backers: Documentaries

Selling Pieces of the ProcessOffering to put someone’s name in the credits Offering an acting role or walk on part Offering “packages” for on set access ... in exchange for sponsoring money

Merchandising Sell stickers, T-Shirts, Mugs, etc by having a CafePress store on your ﬁlm site. Go to VistaPrint or similar and print merchandise out for festivals.Go beyond one sheets and post cards - give fanssomething they can buy even before the movie is out. Make special runs for Festivals.

What Concerns Are Left For You? (Q&A Session)

Leslie Poston, Founder Magnitude Media Former Co-Founder, Film POP! @leslie on Twitter Amy Greenlaw, Co-Founder Film POP! @girlgamy on TwitterIf you enjoyed this presentation, won’t you recommend it on LinkedIn? http://linkedin.com/in/leslieposton

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DIY Indie Film Marketing

by Leslie Poston on Dec 27, 2009

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DIY Indie Film Marketing — Presentation Transcript