How to build a marketing
campaign
What is the difference?
• PR – more bang for your
buck, trusted, removed
from self involvement
• Promotion/publicity –
mar...
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
T...
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, brochu...
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...
PR – it’s the way you say
it
http://www.youtube.com/watch?v=pzj
EzohHmaM
Thinking outside the
box
• Create a buzz: website, social media,
guerrilla marketing – teasers campaigns,
flash mobs, snap...
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=y1
ys2UCROU0
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. Clothe...
Know these?
• “65 million years in the making”
• “There are 3.7 trillion fish in the ocean.
They're looking for one”
• “In...
Flim promo examples
• Doing it differently
• Carrie http://www.youtube.com/w
atch?v=VlOxlSOr3_M
• Devil’s Due • http://www...
What else do you need
to know
• Questions?
Orchard PR, Film Marketing, Film Studies, Media Studies, A Level
Orchard PR, Film Marketing, Film Studies, Media Studies, A Level
Orchard PR, Film Marketing, Film Studies, Media Studies, A Level
Orchard PR, Film Marketing, Film Studies, Media Studies, A Level
Orchard PR, Film Marketing, Film Studies, Media Studies, A Level
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Orchard PR, Film Marketing, Film Studies, Media Studies, A Level

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Created by Orchard PR Guernsey to illustrate the differences between advertising, marketing, branding and publicity. The focus is on marketing films and is designed to generate ideas for a student lead marketing exercise as well as to illustrate trends in current film marketing.

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Orchard PR, Film Marketing, Film Studies, Media Studies, A Level

  1. 1. How to build a marketing campaign
  2. 2. What is the difference? • PR – more bang for your buck, trusted, removed from self involvement • Promotion/publicity – marketing, advertising, branding and PR
  3. 3. Key elements to a marketing campaign You tell us…
  4. 4. Why have a marketing campaign? • • • • • To get noticed To generate interest To attract funding To get paying customers To get more films commissioned
  5. 5. A marketing campaign • What, why, who, where, how and when • Planning • Find your audiences
  6. 6. Tools of the trade • Mainstream media (print, radio, television) • Marketing literature – leaflets, business cards, brochures • Social media • Website • Guerilla marketing
  7. 7. Media packs • • • • News release Colour advert/brochure Memory stick? How do you make it interesting? • Gimic? • Language
  8. 8. 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
  9. 9. PR – it’s the way you say it http://www.youtube.com/watch?v=pzj EzohHmaM
  10. 10. 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
  11. 11. Case study • Trust me, I’m lying: Confessions of a Media Manipulator – Ryan Holiday
  12. 12. Case study • The Blair Witch Project
  13. 13. Flash mob brilliance http://www.youtube.com/watch?v=y1 ys2UCROU0
  14. 14. Best film campaigns • Trends and themes in film promotion
  15. 15. 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.
  16. 16. 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”
  17. 17. Flim promo examples • Doing it differently • Carrie http://www.youtube.com/w atch?v=VlOxlSOr3_M • Devil’s Due • http://www.youtube.com/w atch?v=oONJjP5kzYE
  18. 18. What else do you need to know • Questions?

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