#2How effective is the combination ofyour main product and ancillary texts?
I came up with a target audience17-35 year olds who are likely to beintelligent, creative or academic andcultured, who are likely to have seen or beentertained by indie films and have apersonal taste for alternative music.
Target Audience17-35 year olds who are likely to beintelligent, creativeor academic andcultured, who are likely to have seen or beentertained by indie films and have apersonal taste for alternative music.
Trailer. Magazine. Poster.These products need to attract the targetaudience in order to work and market the film effectively.
Trailer.Use: To market the film to engage an audience to watch the final product.Who: I came up with an original target market in my research and personal aims.Researched: I had to research the current existing market in order to identify the attributes thatmake up or convey to my target market. How it appealed to my target Typical ‘alternative/indie’ films. Tackle issues such as love and death. Creative (colouration) Require a certain level of intelligence to understand fully Do not conform to typical conventions Style conscious Good use of audio
Magazine.Use: To market the film to a wider audience and to gain public knowledge of it, using a secondarymediaWho: I need to choose a particular magazine publication that appeals to my target market, in orderto ensure maximum publicity and efficiency.Titles: After researching into the target markets of particular publications, I concluded that the mostappropriate title would be V Magazine. How it appealed to my target Highly creative and ‘design directed’ Unique style, not conforming to the typical conventions. Use of a large masthead, unlike other magazines Lack of colour on some magazines Alternative Intelligent Style conscious
Poster.Use: To market the film to a wider audience, outside of the ‘internet’ and ‘digital’ world, placingadvertising in outdoor areas, public places and publications.Who: I need to choose particular places and particular publications to attract my target market.Titles: After researching into particular posters, I selected a number of film posters that I liked thelook of, and that I felt attracted my target market. How it appealed to my target Highly creative and ‘design directed’ Unique style, not conforming to the typical conventions. Alternative feel. Lack of colour on some magazines Style conscious
All of these forms of advertising need to bechannelled through the relevant means, inorder to attract my target audience.
Reminder of my target audience17-35 year olds who are likely to beintelligent, creativeor academic andcultured, who are likely to have seen or beentertained by indie films and have apersonal taste for alternative music.
The marketing strategy How all 3 will attract my target audience
The marketing strategyTrailer.• Shown in specialistart house cinemas, and selected CineWorld, Vue andOdeon theatres in particular locations.• Trailer will be placed on specific ‘niche’ websites that feature trailers, etc.• Target the trailer at influential bloggers.• Be shown before similar films as they’re shown in the cinema, in order toencourage a similar audience to see my film.• Encourage a viral marketing campaign through the use of twitter/facebookto advertise the trailer.• Screened at certain music festivals.• Advertised before targeted YouTube, Guardian and other website videos.
The marketing strategyMagazine.• Magazine chosen was an alternative, style&media magazine, V Magazine.• Magazine is usually stocked in specialist stores, mainly in central citylocations and urban areas. In London, typically Soho, etc.• Magazine is stocked normally online, which attracts a specific niche targetaudience.• Magazine is also sold internationally, in NYC, LA and Paris, so can attractan international market as well.
The marketing strategyPoster.• Poster will be shown in underground tube stations placed in certain areas,such as Soho.• Be shown at specific cinemas, such as art-house ones, selected branchesof CineWorld, Vue and Odeon.• Poster will be displayed in outdoor urban areas and telephone box coversin specific areas.• Displayed at certain music festivals.• On certain bus lines in certain areas.• Put in specific publications relating to my target audience, such as GQ,Esquire, NYLON and other newspapers.
Poster shown at telephone boxes and on underground tube stations.
In addition to this, the film company willalso have its own website where it will offereasy access to watch and share the trailer. My target audience are intelligent and articulate, so they are likely to visit such website.
The marketing strategyCompany Website.• The website is similar of the design of another film company – Warp, whoproduce similar productions to my own film.• Warp, based in Sheffield, produce quality indie films targeted at a nicheaudience. They recently made Submarine – one of the films I researched.• The website would work well with the poster and the trailer, which have acreative feel.• The website also helps spark a viral campaign, through the use of sharebuttons for facebook & twitter.
The marketing strategy will work becauseall 3 are targeted at the audience through channels which are relevant to them.