Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Marketing of Documentaries

Festival Visions du Réel 2015 - With the multiplication of distribution channels and strategies, producers now play a key role in a documentary’s marketing and promotion. Identifying the right target audience and positioning strategy must be done in due time to allow successful audience reaching. Moreover a social media campaign has to be well planned to find answers to the key questions of timing, choice of network, community management and monitoring. All these points will be discussed through practical tips and case studies.

Related Books

Free with a 30 day trial from Scribd

See all

The Marketing of Documentaries

  1. 1. ©  Mathias  Noschis  www.alphapanda.com THE  MARKETING  OF  DOCUMENTARIES MATHIAS  NOSCHIS   VISIONS  DU  REEL  2015   20  APRIL  2015
  2. 2. ©  Mathias  Noschis  www.alphapanda.com Mathias  Noschis • Career  start  in  independent  film  in  Switzerland  and  the  South   Caucasus   • InternaMonal  experience  in  adverMsing,  PR  and  social  media  for  Toy   Story  3,  Black  Swan,  Piranha  3D,  Let  me  in…   • Today  working  with  independent  producers  and  tutoring  for  training   programmes  and  workshops
  3. 3. ©  Mathias  Noschis  www.alphapanda.com CONTEXT1 MARKETING  STRATEGY2 SOCIAL  MEDIA3 BUDGET4
  4. 4. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com © Mathias Noschis alphapanda.com Why  should  producers  and  directors  care   about  film  marketing?
  5. 5. ©  Mathias  Noschis  www.alphapanda.com Multiplication  of  distribution  channels   and  strategies • MulMplicaMon  of  fesMvals   • Theatrical  is  seen  as  a  “loss  leader”   • OpportuniMes  to  break  distribuMon  windows   • Development  of  VOD
  6. 6. ©  Mathias  Noschis  www.alphapanda.com Anticipate  the  needs  of  the  distributors   and  the  sales  agent • Prepare  promoMonal  assets  during  producMon     • Make  sure  you  agree  on  strategy   • Be  in  a  stronger  posiMon  to  negoMate
  7. 7. ©  Mathias  Noschis  www.alphapanda.com Social  networks  require  time • A  successful  social  media  strategy  lasts  for  the  whole  lifecycle   • The  community  should  be  acMve  at  the  Mme  of  release
  8. 8. ©  Mathias  Noschis  www.alphapanda.com Film  Marketing Genre          PosiMoning          Target  audience SMlls   Synopsis   Trailer   Poster   Website Social  media   AdverMsing
 PR   Partnerships
 Viral Assets AcMviMes Strategy
  9. 9. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com Marketing  Strategy PART  2
  10. 10. ©  Mathias  Noschis  www.alphapanda.com The  SWOT  analysis Strengths Weaknesses Opportunities Threats
  11. 11. ©  Mathias  Noschis  www.alphapanda.com Target  audience • Primary  target:   • Demographics:  age,  gender,  educaMon,  income   • Secondary  targets:   • Larger  group   • Market  niches  (place,  interest,  themes,  demographics)
  12. 12. ©  Mathias  Noschis  www.alphapanda.com Target  audience Primary  target Secondary   target Secondary   target Secondary  target
  13. 13. ©  Mathias  Noschis  www.alphapanda.com Positioning Arranging  for  a  product  to  occupy  a  clear,  disMncMve,  and  desirable   place  relaMve  to  compeMng  products  in  the  minds  of  target   consumers.
  14. 14. ©  Mathias  Noschis  www.alphapanda.com 3  hooks  -­‐  Audience
  15. 15. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com Social  Media PART  3
  16. 16. ©  Mathias  Noschis  www.alphapanda.com Traditional  film  marketing Audience Pre- production Production Festivals Release Pre-­‐
 production Production   Festivals Releases   Public              
  17. 17. ©  Mathias  Noschis  www.alphapanda.com Film  marketing  in  the  age  of  social  media Pre- production Production Festivals Release Fans Audience Viral Guerilla Social Media Public Relations Creative Partnerships Pre-­‐
 production Production   Festivals Releases   AdverMsing Outreach Viral InfiltraMon Fans
 Audience    
  18. 18. ©  Mathias  Noschis  www.alphapanda.com Which  films  for  social  media? Main  criteria  for  documentaries:   • Fame  of  the  protagonists   • IdenMfiable  target  or  niche  targets   • Elements  that  create  passion
  19. 19. ©  Mathias  Noschis  www.alphapanda.com Promote  a  film  vs.  an  experience? Product:   • Two  hours  in  a  cinema  vs.   • Many  months  of  interacMon  and  debates   Audience:   • Interested  in  some  elements  of  the  film  vs.   • Real  passionate  people   Role:   • Viewers  vs.   • Ambassadors  for  the  film
  20. 20. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com The  6  steps  to  building  an  online   community
  21. 21. ©  Mathias  Noschis  www.alphapanda.com
  22. 22. ©  Mathias  Noschis  www.alphapanda.com A  6  step  process 1.  Research 2.  Database  building 3.  Choice  of
        network 4.  Outreach 5.  Community
        management 6.  Monitoring
  23. 23. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com 1.  Researching  the  audience
  24. 24. ©  Mathias  Noschis  www.alphapanda.com Exploring  the  field  through  Facebook  ads • Planning  a  fake  Facebook  ad  campaign  allows  to  compare  target   groups  and  to  idenMfy  trends   • A  powerful  tool  to  challenge  preconcepMons
  25. 25. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com 2.  Database  building
  26. 26. ©  Mathias  Noschis  www.alphapanda.com 5  tips  to  create  a  database • Allow  enough  Mme  (minimum  2  whole  days)   • Use  keywords  in  search  engines   • Organise  the  contacts  in  sites,  organisaMons  and  individuals   • Highlight  the  key  contacts   • Be  surprised!
  27. 27. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com 3.  Choosing  the  right  social  network
  28. 28. ©  Mathias  Noschis  www.alphapanda.com Alternatives • Facebook   • Twiger   • Blog  /  Tumblr   • Instagram  /  Pinterest   • Mailing  list   • ExisMng  community   • …
  29. 29. ©  Mathias  Noschis  www.alphapanda.com Ask  yourself  5  questions • What  exisMng  networks  do  I  have?   • What  are  the  demographics  of  my  targets?   • What  are  my  territories  and  languages?   • How  much  Mme  can  I  dedicate  to  this?   • What  do  I  like  to  do?
  30. 30. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com 4.  Outreach
  31. 31. ©  Mathias  Noschis  www.alphapanda.com Outreach  -­‐  Definition Seeking  out  and  contacMng  individuals  or  organisaMons  that  have  a   shared  interest  in  what  you  have  to  offer.
  32. 32. ©  Mathias  Noschis  www.alphapanda.com Outreach  -­‐  A  few  advices • Be  newsworthy  -­‐  the  info  should  be  relevant  now   • Adapt  the  message  to  the  receiver   • Give  real  content   • NegoMate  exclusive  placements
  33. 33. ©  Mathias  Noschis  www.alphapanda.com Infiltration  -­‐  Definition The  act  of  joining  the  conversaMon  in  exisMng  group,  forums,   communiMes,  blogs  or  pages  to  iniMate  a  discussion  around  a  specific   topic.
  34. 34. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com 5.  Managing  the  community
  35. 35. ©  Mathias  Noschis  www.alphapanda.com Community  management A  bit  like  being  a  good  party  host,  but  in  an  online  capacity
  36. 36. ©  Mathias  Noschis  www.alphapanda.com 4  tips  for  successful  community  management • Listen  to  your  community   • Plan  regular  updates   • Encourage  word-­‐of-­‐mouth   • Organise  compeMMons
  37. 37. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com 6.  Monitoring
  38. 38. ©  Mathias  Noschis  www.alphapanda.com Questions  answered  by  effective   monitoring • Which  acMviMes  are  working?   • Which  websites  are  talking  about  the  film?   • What  is  my  audience  talking  about?   • What  is  their  opinion  on  the  campaign?
  39. 39. © Mathias Noschis alphapanda.com ©  Mathias  Noschis  www.alphapanda.com Budget PART  4
  40. 40. ©  Mathias  Noschis  www.alphapanda.com Budget €  1,000  -­‐  2,000  MarkeMng  strategy   €  1,000  -­‐  10,000  PromoMonal  asset  creaMon   €  1,000  -­‐  2,000  Social  media  strategy   €  500  -­‐  1,000/month  Community  management   Total:  €  3,000  -­‐  14,000  one-­‐off  +  €  500  -­‐  1,000  monthly
  41. 41. ©  Mathias  Noschis  www.alphapanda.com DOs • Do  start  your  markeMng  effort  well  in  advance   • Do  allow  a  budget  for  markeMng   • Do  spend  Mme  researching  your  audience   • Do  use  your  fans  as  brand  ambassadors   • Do  measure  the  effecMveness  through  monitoring
  42. 42. ©  Mathias  Noschis  www.alphapanda.com DON’Ts • Don’t  think  a  great  film  is  enough  to  be  successful   • Don’t  just  believe  everyone  is  interested  in  the  film   • Don’t  be  afraid  of  simplifying  the  film  for  its  posiMoning   • Don’t  start  by  opening  a  page  on  all  social  networks   • Don’t  leave  it  die  at  the  end
  43. 43. ©  Mathias  Noschis  www.alphapanda.com Useful  resources • Selling  your  film  without  selling  your  soul  -­‐  www.sellingyourfilm.com   • iFilmFest  app   • FilmScopeWorldwide   • Sheri  Candler  Blog  -­‐  www.shericandler.com   • Alphapanda  Blog  -­‐  www.alphapanda.com
  44. 44. ©  Mathias  Noschis  www.alphapanda.com ? Questions? www.alphapanda.com   mathias@alphapanda.com   LinkedIn:  Mathias  Noschis   Twitter:  @FilmMktg
  45. 45. ©  Mathias  Noschis  www.alphapanda.com © Mathias Noschis alphapanda.com The  Small  Print All  informaMon  included  in  this  document  is  confidenMal  and  intended   solely  for  the  use  of  the  individual  or  enMty  to  whom  it  is  addressed.   All  materials  are  protected  by  copyright  laws,  and  may  not  be   reproduced,  republished,  distributed,  transmiged,  displayed,   broadcast  or  otherwise  exploited  in  any  manner  without  the  express   prior  wrigen  permission  of  Alphapanda  Ltd.  

×