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Film marketing & present senario


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Film marketing & present senario

  1. 1. Presented By- Dr. Arun Kumar
  2. 2. What is Marketing?― Marketing is an Organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the Organization and its Stakeholders‖
  3. 3. What is Film Marketing?Film Marketing in Line with the Marketing Management processes in other industries, begins at the new product development stage and Continuous throughout the information of the project ideas, through production and into distribution and exhibition.
  4. 4. What is SCM ?(Supply Chain Management)― All value adding activities from the extraction of raw material through the transformation processes and delivery to the end user‖.
  5. 5. Film Industry Supply Chain Pre Post Exhibition• Rights Production • Above the line, Production • Sales acquisition, • Cast and Crew Below the Line • Editing • Distribution • Theatrical(Cinemas)• Script selection • Soundtrack • Trailers • DVD/VCR/Blue development Ray • Greenlighting • Publicity• Financing • TV (free and pay Financing per view free TV) Distribution Production Development & Advertising
  6. 6. NPD (New ProductDevelopment) and FilmMarketing New Product Development is defined as ―the process of conceiving and creating a new product and outcomes of the process‖. This is essentially what filmmaking is concerned with and and film marketing has the dual function of informing and being informed by this process.
  7. 7. NPD cntd… In common with other industries, successful innovation and the survival of companies in the film industry. Although in many industries, the term new product development (NPD) is commonly used, this is not the case in the film industry. Despite the lack of common terminology between film and other industries, the generic NPD processes are in existence in the film industry.
  8. 8. Role of Market Research inFilm Marketing Process The role of Marketing Research is Developing and Positioning new products, entering new markets and understanding the competition is recognized.
  9. 9. Researches Undertaken for theFilm Marketing7 types of research undertaken during the film marketing process… Concept testing Positioning Studies, Focus Group tests, Test Screenings, Tracking Surveys, Advertising testing and Exit Surveys.
  10. 10. Concept testing Title testing can also be included in this phase of testing, however, as can be seen from the trade press, a number of projects do not formalise their titles at such an early stage, preferring to use working titles for films until they have finalised the title later in the production.
  11. 11. Positioning Study This test analyse the various elements, or ‗marketing assets‘ of the film. Based on data collated by the distribution team can analyse the potential financial performance of the film based on its genre, cast. This is also a basic form and is seen as key element of the development process.
  12. 12. Focus Group Testing A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.
  13. 13. Test Screening A test screening is a preview screening of a movie or television show before its general release in order to gauge audience reaction. Preview audiences are selected from a cross-section of the population, and are usually asked to complete a questionnaire or provide feedback in some form. Harold Lloyd is credited with inventing the concept, having used it as early as 1928. Test screenings have been recommended even for starting filmmakers "even if a film festival is fast approaching"
  14. 14. Advertising Testing Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. Pre-testing Pre-testing, also known as copy testing, is a specialized field of marketing research that determines an ad‘s effectiveness based on consumer responses, feedback, and behaviour.
  15. 15. ADD Testing Cntd… Campaign pre-testing A new area of pre-testing driven by the realization that what works on TV does not necessarily translate in other media. Greater budgets allocated to digital media in particular have driven the need for campaign pre-testing. The addition of a media planning tool to this testing approach allows advertisers to test the whole campaign, creative and media, and measures the synergies expected with an integrated campaign.
  16. 16. Add cntd… Post-testing Post-testing/Tracking studies provide either periodic or continuous in-market research monitoring a brand‘s performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized.
  17. 17. Exit Surveys Exit surveys provide a robust framework to better understand the motivations and drivers that contribute to an individual exiting about the features of the add. The truth is that while an individual may be faced with some strong factors that serve to push them towards ignoring the Stimuli, they may also be faced with an equally strong pull towards another Advertisement, concept, relativity, point of view.
  18. 18. The Film Marketing Mix The Film Marketing Mix consists of the various elements to be considered in strategic Marketing Planning, covering Product, Price, Place, Place, Promotion as well as various additional elements. The film marketing mix comprises of the creative team, actors, scrip/genre, age classification and release strategy.
  19. 19. Release Strategy In most film markets, films are releases through what is known as the window system. In this system, films are first given a theatrical release(at cinemas) and after a contractually agreed period, they are made available on DVD/ Blu-Ray. Each window is protected from possible cannibalisation by alternate release fomats.
  20. 20. Release Strategy Cntd… Following with the other contractually agreed period, they are available to pay per view television channels, then free to view.
  21. 21. Film Marketing MaterialsThe conventional film marketing material include : Posters, Trailers, Merchandise, Electronic press kits and stills.
  22. 22. Film TrailersWhile the film poster may be displayed in prominent places in order to be seen by target audience, the film trailer would only be seen by those going to see other films at the cinema, at the discretion of the projectionist.
  23. 23. Film FestivalsDefinitions of film festival –‖an established venue usually organised around screenings and prizes, dedicated to introducing movies of a certain style to a paying audience‖.
  24. 24. Film MarketsDefined a- business venues closed to the public which may be associated with a festival or not. Although there is a distinction between events which are purely festivals and those which are primarily markets, these distinctions are blurring.
  25. 25. Key Figures in Film IndustryIn terms of Gaining access to the market, the key figures for film producers to engage with are – Key Figures Sales Film Festival Agent Distributor Organisers
  26. 26. Key Cntd…These Keys are the Gate keepers who will guide thefilm through the Choppy waters of the film market orwill prevent the film from having life beyondproduction.
  27. 27. Social and Societal Marketing and FilmSocietal Marketing is established within the marketingLiterature as concerned with the ethical of societalimplications of commercial activity, social marketingtheory refers to the application of marketing techniquesin communicating social issues.
  28. 28. Social Marketing Cntd… Films does have a role to play in social marketing. Social arts marketing can be defined as the use of arts in advancing social causes and influencing social change. Documentary filmmakers have entered this realm through their efforts to increase the audience for such films as well as for feature films which highlight social issues in an attempt to influence social change.
  29. 29. Social and Political impact ofArt(Film)As filmmaking grew more sophisticated, the social and political roles became evident and films are used to communist ideologies or to express artistic vision. For e.g. –Sarkar, Aarakshan, Rajniti, Nayak and the list is not ended yet…
  30. 30. Film as Educator Films can be used as an educative medium in the country. Today, feature films are primarily viewed as forms of mass entertainment and the social element is often overlooked. Art represents an reflects reality and rt forms such as literature and filmmaking take place in a socio- political context or environment. In this way, filmmakers either reinforce social norms or challenge them.
  31. 31. New Routes to Market There appear to be two groups of filmmakers who are utilizing the internet as an alternative method of distribution. :I. Those labeled ‗net natives‘ who have not operated within the conventional structures of the film industry who are finding ways of creating revenue streams through internet distribution or are developing and distributing films this way as a ‗calling cards‘ which they can use to develop their reputation within the film industry. II. Some established filmmakers have turned to online distribution in order to quickly gain exposure for their film.
  32. 32. The Film Marketing Plan • Title A little about • Genre • Rating the movie... • Movie’s Main ThemeTarget Market? • People who caqn relate the movie • In theatres with other related movies and/or genresAdvertisement • • Internet, newspapers and by television. Word of mouthto the public... • Demand – hold a showing in only certain areas/theatres.
  33. 33. Plan CNTD…Promotion • exciting trailers, brightly coloured posters and eye- catching ads that will make people turn and stare. Clips • Production House DetailsProduction • Their history & mile stone Movies • Details • Mission, Vision, Goal Competitors Analysis • Production cost Budget • Advertising Cost • Internal Expenses
  34. 34. Marketing ActivitiesProduct: Pricing: Develop new products  Establish price objectives Modify existing  Conduct cost analysis products  Analyze competitor‘s Test-market products price Select brand name  Set actual prices Package product
  35. 35. Cntd…Promotion: Distribution: Determine types of  Select wholesalers and promotion retailers Design the advertising  Establish procedures massage for handling and Selecting advertising moving products media  Find the best locations Schedule the for plants, warehouses advertisements and retail outlets
  36. 36. Market SegmentationMarket segment – division of heterogonous market into homogonous market based on different characteristicsSegmentation Based: Geographic bases - city, region Demographic bases - sex, race, marital Psychographics - a person‘s attitude, lifestyle Product-related - brand loyalty
  37. 37. Pricing Strategies Pioneer pricing – leadership pricing in the market Price skimming – setting an initial high price to cover new product cost and generate a profit Penetration pricing – setting an initial low price to establish a new product in the market Psychological Pricing – setting an initial high price to respond irrationally consumers Price Discounting – Price reduction offered as an incentive to purchase
  38. 38. PROMOTIONPromotion - the communication of favorable, persuasive information about a firm or product in order to influential buyersPromotional Objectives: Informing Increasing sales Stabilizing sales Positioning the product Building a public image
  39. 39. The Promotion MixPromotion Mix - the combination of advertising, personal selling, sales promotion, publicity used to promote a specific product
  40. 40. Promotion Strategy for FilmMarketingStrategy #1: Interrupt Traditional advertising interrupts a viewer‘s TV show or movie as part of a value exchange: to receive free programming, you accept messages from the show‘s sponsors. Social media may be the darling of the trades and marketing departments, but traditional advertising still does the heavy lifting for movie awareness.
  41. 41. Strategy #1: Interrupt Cntd…Re-distribute TV spending Studios spend 70% to 75% of their marketing budget on TV. The buzzzz is split between network, cable and spot ads. But after 50 years of a steady run, TV advertising is finally coming under pressure as a result of studios reducing their TV spend in 2010.
  42. 42. Strategy #1: Interrupt cntd…Create must-see movie trailers 66% of homes now have DVRs, which I assumed would be directly hurting movie trailer viewing. Several panellists mentioned that trailers are TiVo- proof, meaning they are worth ―un-skipping,‖ watching and then skipping forward to the show. Trailers are also highly popular online and in movie theatres, although the volume of in-theatre promotion is teetering on over-saturation.
  43. 43. Strategy #1: Interrupt cntd…Don’t underestimate the power a memorable logo A great movie logo becomes memorable much faster than standard brands. The Sholey, Pirates of carebian logo, became a wide recognized icon in a few months, a task that took Coca-Cola several generations to achieve.
  44. 44. Strategy #2: Discover Assuming the marketers have done their job, I‘ve heard of their movie. Now it‘s time to decide if it‘s worth watching. Movie reviews Professional movie critics used to own this space, but now only a handful can collectively move the needle on attendance.
  45. 45. Strategy #2: Discover cntd… Video (on demand) kills the DVD store impulse renter Not long ago, the time consumers spent wandering Blockbuster aisles averaged 23 minutes. Studios started to decorate DVD sleeves with film festival laurel wreathes to market to video store- browsing consumers, hoping they‘d notice the talented actors on the shelf.
  46. 46. Strategy #2: Discover cntd… The best non-Internet PR channels The biggest PR coup your movie can have is to get the star of your film to host Saturday Night Live. Placement on the cover of New York Times or other major magazines comes next. Awards and exposure from major film festivals is more important for smaller release films than major releases.
  47. 47. Strategy #3: EngageWhat constitutes a radical reinvention of marketing? The only clear answer is engagement through social media, which has been around for less than 10 years.
  48. 48. Advertising Non-personal communication to a target audience through a mass medium, such as TV, Radio, newspapers, or magazines, and outdoor display Types of Advertising: ◦ Primary-Demand Advertising: for all products ◦ Selective Brand Advertising: for specific products ◦ Institutional Advertising: create public image
  49. 49. Advertising Promotion  Advertising Media – variety of communication devices for carrying massage to potential customers  Direct Mail – delivery massage directly to mass places  Internet Advertising – put the massage into website or mailed directly to customer email
  50. 50. Publicity and Public Relation Publicity - a non-personal form of communication transmitted in news story form and not paid for directly sponsor Public Relations - a set of communication activities designed to create and maintain a favorable public image for firm
  51. 51. Major Public Relation Tools Web Site Corporate Identity Materials News Speeches Public Service Activities Special Audiovisual Events Materials Written Materials
  52. 52. Some challenges for distributors  Traditional advertising failing  Hard to reach all buyers  Aggressive content competition  Title awareness
  53. 53. Why are new movies released in thetheatres only on Friday? The release of films in India follows the American style. There a film is released on Friday so that people can watch the film with their family during the work-free weekends (Saturday and Sunday) leading to good opening collection.
  54. 54. Myths of Friday Release Actually there is no hard and fast rule that movie is to be realesed on friday only the basic aim for this is that generally the friday is the last working day of the week in 90% offices and the people have next two days of leaves. So in order to give the movie a good start the distributers make sure that the movie is released on friday in order to get very good opening for the movie as people will come and watch the movie as they have got two days to enjoy.
  55. 55. Myths cntd… As stated above that it is not any hard and fast rule there have been instances that movie has been released on weekdays as well. because there was long holiday following that week such as for diwali and all.
  56. 56. Film Making Process Generation of IdeaArtiste Technician Selection Marketing Signing with distributor/Music Labels Actual Production of the Film Film Censor Marketing Film Release All rights reserved
  57. 57. Mastermind approach – blending several tools todeliver a consistent image to the audience Advertising Public relations Media Planning/Buying DM/Internet/TeleFilm mktg AUDIENCE Alliances/deals Creative support Ground support Pre/Post launch activity
  58. 58. Benefits of’Mastermind’ approach ?• Total involvement and ownership approach – Involve at concept stage• Professional,scientific and updated with current trends• Focus on Marketing communication – marketing perceptive• May help improve Hits : Flops ratio• Drive revenue through new media businesses – Mobile, IT, Sat radio, GPRs, DVD, VCD etc• Better efficiencies and effectively
  59. 59. Benefits cntd…• Single point control will result in a cohesive and planned approach as against ‗one man managing all‘ approach Control, consistency and better coordination with other team members• Result in cost savings without compromising on the quality or deliverables, by eliminating wishful spending• Need and strategy driven rather than individual driven - objective• Film will be treated like a BRAND rather than a product
  60. 60. Emerging Trends in Film Marketing• Increased focus on packaging and marketing of films• Increase of global majors through Indian Subsidiaries or alliances• Higher focus on return on capital and payback period• Production of Niche Films• Newer distribution/exhibition formats- Video parlor, digital films, Cyber centers, mobile phones etc.• Films for TV, Multiplexes, Cities, NRI‘s, Home viewing etc.
  61. 61. Trends cntd…• Films with tight schedule and tight budgets – Timely completion• To ensure profits [ not necessarily HUGE profits] win – win model• Each film will be a profit center, losses/profits will not be carried forward or rationalized• Increase in films production by Music companies, because of high cost of procurement of music, zero control and unreliable delivery schedules• Royalty/revenue sharing model as against MG/fixed cost – at all levels
  62. 62. Identify the Hooks Hooks are exploitable elements, aspects associated with the production that will attract those people who comprise your audience profile. Hooks take many forms: a person, place, thing action or idea. Many times, a film or video‘s title alone will function as the Marketing hook. Finding the right Hook means a mediocre film can become widely successful which attract the target audience.
  63. 63. Tips for Marketing & Promotion of Films Understand Your Target Audience – When independently promoting a film or video, properly identifying your audience is a little difficult because you really have three separate audiences, not just one. They are:  Those who will watch the product (consumers via purchase, rental or broadcast situations). Consider a viewer‘s gender, age, education, income, religion, race, occupation and location.
  64. 64. Tips Cntd… Those who will buy/sell the product (distributors, acquisition agents, sub distributors, video buyers). Each has different motivations and needs for product. Those who will promote the product (publicists, media, festival programmers). Their support is very important in gaining industry access.
  65. 65. Analyze Your Hooks A good selling point for your film or video – or any other product for that matter – is known as a marketing ―hook.‖ Hooks are exploitable elements, aspects associated with the production that will attract those people who comprise your audience profile. Hooks take many forms – a person, place, thing, action or idea. Many times, a film or video‘s title alone will function as the marketing hook. Finding the right hook means a mediocre film can become wildly successful while a much more accomplished, yet hookless, project sits on a shelf.
  66. 66. Hooks Cntd… The survival and success of most independent films and videos are predominantly dependent upon realizing the proper hook to use in the promotional campaign. What is the single most-promotable element of your film or video that will attract its target audience?
  67. 67. Create a Concise Logline Your movie or video project cannot be all things to all people. You should be able to define your film in one concise sentence, identifying its genre in the process while at the same time conveying the basic storyline to the potential viewer. This method of summarizing your entire film into a short sketch is known as the ―logline.‖ Consider your film‘s structure, genre, emotional pleas, characters, action and setting when writing a logline.
  68. 68. Logline cntd… This logline will be used in most of your marketing efforts as a way to tell the story of your film. If you‘re planning project for a very specified target audience (i.e., an urban or horror film) solicit this group for input before you start using your logline. It‘s vital that the core viewer understands your promotional campaign, especially so if they represent a small or limited number.
  69. 69. Utilize Free Media publicity. Much of what you read in magazines, hear on the radio, see on TV and surf on the Net is a product of publicity, or, more specifically, the product of media or press releases. You can create and/or report on news that is then disseminated to the various media deemed appropriate for the subject.
  70. 70. Free pub cntd… Information from situations surrounding the production of an independent film is assembled in written format, supported with photos, videotape footage or samples and sent to the media in the form of a release. This kind of publicity should constitute the majority of your promotional campaign. Except for the time needed to create the information, and any negligible costs involved – postage, phone, paper, envelopes, videotape – it‘s free.
  71. 71. Stage a Publicity Stunt The purpose of a publicity stunt is to arouse interest in both the public and the media – in a unique way. It‘s usually not so much something you want to invite these groups to witness (though that‘s not a bad idea), but rather something you do that will create attention on its own account. Examine your film or video for elements that you can exploit through a publicity stunt.
  72. 72. Stage cntd… This is a very necessary tactic for self-distributors because you do not have the budget available to advertise your project through common means. An attention-getting publicity stunt is one involving the public – the best scenario being bystanders in a public area who have no idea what to expect.
  73. 73. Publicity Stunt Confrontational settings make for successful publicity stunts, and if your film or video features a controversial topic, exploit it for all it‘s worth. Try creating a human billboard for your film or video, staging appearances or costume contests at local video shops, making a float for any local parades and some kind of contest that creates both consumer interaction and visual interest.
  74. 74. Hold a Premiere A premiere is a great way to gather publicity for your film While at the same time throwing a fun party for all involved. To make sure the night is successful, consider the following: Invite all local print and broadcast media entertainment editors and reviewers Stage a publicity event on the night of the premiere Hold the premiere in a place that is fitting for the project. A bar is a good place for a ―party‖ film, college auditorium for an edgy independent movie, local library screening room for an educational or children‘s-oriented video.
  75. 75. Premiere Cntd… Solicit smaller local broadcasters to simulcast the film in conjunction with its screening. Have a ―celebrity‖ or two on hand for the event such as local politicians, sports figures and other well-known individuals in your community. ―Salt‖ the audience with a good number of friends and supporters to ensure a Favourable response. Coach them on appropriate laugh, gasp and applause points. Offer copies of the video or DVD available for purchase before and after the show. Distribute some small promotional item to everyone attending. Arrive in a limo. Really, it‘s worth the expense.
  76. 76. Work with Sponsors Approach product manufacturers, service providers, restaurant and bar owners, media outlets and other companies to provide monetary, promotional or product/service sponsorship to facilitate the marketing of your film. Trade advertising space on your DVD sleeve in exchange for on-air commercials with a local cable channel. Splice a 30-second ad on the front of your film with a company that can provide you with printing, media or promotional opportunities.
  77. 77. Sponsors cntd… Think of situations that will allow you to reach larger or more targeted audience groups, then approach companies that are already successfully reaching these segments and work with them to ―piggyback‖ on their efforts.
  78. 78. Enter Appropriate Film FestivalsOriginally designed as a forum to present new and original independent films to a more ―art- minded‖ audience, film festivals have now become sales markets and publicity stops for most every kind of movie aimed at the general public. Showcasing shorts, features, experimental, 8mm, digital video, animation, adult, documentary, music and even Pixelvision movies, there really is a festival for everyone. But it is important to enter only those festivals that will provide some benefit to your promotional efforts.
  79. 79. Answer the following to decide which isbest for your specific film:  How much will the film festival cost you in time, money and opportunity?  How will the timing affect your promotional plan?  How worthwhile is the festival?  What kind of contacts and exposure will result from your participation?  Is there a cash, product or distribution ―prize‖?  How is the market aspect of the festival?
  80. 80. Solicit Reviews With the ever-increasing number of media outlets operating on the planet, finding a source for reviews isn‘t too tough. A quick glance through any publication, or a flip through the channels will uncover any number of revieworiented articles and programming. And, almost every single film and video advertisement – print or broadcast – features review quotes as part of its marketing message. Using reviews in this manner offers promoters a simple, cheap and effective way to influence an audience.
  81. 81. Solicit cntd… An objective, third-party endorsement of your project is always more convincing than saying the same things yourself. Thus the popular habit of placing review quotes on film and video packaging. And, reviews don‘t always have to come from entertainment-theme publications or writers. A review from a product manufacturer, service provider, non-Hollywood celebrity and others have just as much ―oomph‖ if applicable to your film. For example, a review from a well-known surfboard designer for beach-theme flick is a pretty good idea.
  82. 82. Use the Internet The benefits of using the Internet as a promotional medium are so numerous – low-cost, instant access, ease- of-use, non-invasive, constantly available…it‘s hard to know where to start. One thing is certain, however, the Internet should not simply be considered during the post-production promotional phase, but also implemented as early in the process of making your film or video as possible. This kind of proactive publicity can lead to financing, crews, media coverage, even distribution deals, and the best part, it‘s really pretty cheap. Be sure your web site looks professional, is technologically sound and features an easy-to-find contact area.
  83. 83. What the Industry person Speeks? Now lets have a discussion on what the industry Giants says about the new Marketing Trends in Film Industry…
  84. 84. UTV Motion Picture:Marketing Head, Siddharth Kapur, added another point here.He said, "Spends in past campaigns would tend to be solely from the producer/ distributors pocket, without the benefit of brand tie-ups to take the buzz on the film to new levels.The trend of brands associating with movies on co- branding and promotions is a relatively recent one.
  85. 85.  On both Rang De basanti and Taxi No 9211, they had a substantial marketing budget, which was strongly supplemented by our promotional partners, thereby enabling these films to generate a tremendous level of awareness through innovative and brand-relevant communication across multiple mediums."
  86. 86. Yashraj Production: They had another point to ponder upon."In the last five years,non-traditional media houses have opened up. But the fact that a producer can spend more doesnt really mean that he has to. When you say, you have spent so many crores, it isnt really something to be proud of. What really matters is how we spend the money,"
  87. 87. Mukta Arts A point : "Marketing surely has to translate into driving more people to the theatre on that first critical weekend. Today, with the change in speed of operations, a major campaign can be launched in a matter of days, but in such a situation, factors from the ability of differentiate your radio message from the TV to the spread of your costs and what media you buy – all becomes critical".
  88. 88. Is the phenomenon of Marketing and High Budget inAdvertising is seen only in the big banners or is itseen across the Indian film industry?  The Indian film industry has definitely woken up to the importance of marketing in driving the business, however, it is still looked at by many as an additional expense rather than an investment like the cost of production.  In the case of Rang De Basanti, where the total marketing budget including all brand associations, was close to 40 per cent of the overall cost.  It is only when this investment versus expense mindset is established that we can say that movie marketing has really arrived.
  89. 89. Lesson 1: Research the competition Competitor research does not have to be thought of as ―guerrilla warfare‖. In Film industries, competitors work together by partnering, cross promoting, sending business to each other, or even manufacturing each other‘s projects.
  90. 90. Lesson 2: Know your customers’ values Understand that price is not the only important factor for the targeted market. Based on experience and customer research, they recognized that other concerns besides price played a part when the story and themeline Speaks. While price is almost certainly a consideration for your customers, don‘t get caught in the mentality that customers will buy from you only if you have the lowest cost. If you think of your own service/product as a bundle of attributes having a unique value for your customers, you will be more successful.
  91. 91. Lesson 3: Identify opportunitiesCharlie and Phil uncovered an unmet need in the market bycombining their competitor research and knowledge ofcustomer values. You can do the same when looking todevelop new products/services or improve existing ones.
  92. 92. Lesson 4: Develop a positioning based on opportunity Using knowledge from the first three lessons, they positioned themselves as the quality alternative and focused on providing different benefits than their nearest competitor. In the movie, Daddy Daycare stole all the competitor‘s customers and drove her out of business. In real life, customers choose a product/service that best fits their needs. Consequently, competitors can co-exist when each are valuable in different ways to industry customers.
  93. 93.  Lesson 5: Create a catchy tag line The tag line ―Who‘s your Daddy?‖ helped advertise the new business. Often, a concise, catchy tag line can go a long way in building brand equity, communicating benefits and features, and/or conveying a feeling/mentality your target customers can relate to. Some examples: ―Just do it.‖ (Nike) ―Life Unscripted‖ (TLC) ―Naturally sweetened whole grain oat cereal with real berries.‖ (Berry Burst Cheerios) ―Makes anything possible.‖ (Craftsman)
  94. 94.  Lesson 6: Spread the Word Phil and Charlie put their tag line on t-shirts along with their business name. They also printed and distributed flyers that explained their new company‘s positioning. A few more ideas you can use to spread the word about your business: Word of mouth – give customers an incentive to tell people about your business. Advertising – use both online and offline methods. Online options include pay-per-click search engines and ezine advertisements. Offline methods include radio spots and newspaper advertisements. Philanthropy – donate money, services, and/or time to non-profit organizations or conduct your own event.
  95. 95.  Lesson 7: Be ethical and above-board The new business owners cooperated fully with the daycare inspector. They treated him as a source of information rather than ―Big Brother‖. This resulted in not only a better business, but also a valuable ally. In the long run, your own company will be more likely to thrive if you concentrate on improving the business rather than dodging regulations. Lesson 7A: Subterfuge is a poor long-term strategy Besides being unethical, subterfuge soils your reputation. In the movie, the competing daycare crashed and ruined a fundraiser event…spilling bugs, freeing animals, and drenching visitors. Short-term, it worked. Phil and Charlie were broke, seemingly with
  96. 96. Lesson 8: Implement until you’re blue in the face In the beginning, the new Daddy Daycare was a complete disaster. Charlie and Phil did their ―homework‖ and knew they had a good idea. When reality hit theory, however, a few not-so-minor details got in the way. Like all successful marketers, they worked out the kinks (okay…disasters) and kept trying (and trying, andtrying) until they got it right. Keep the Daddy Daycare lessons in mind when developing and implementing your own marketing plan. Don‘t give up, strive to continually improve, and you‘re business is sure to be a success.
  97. 97. To Conclude,Consuming film can alter mood, change perspective, irritate and annoy us, but we are never exactly the same having consumed a film.