Mathias Noschis is a marketing expert who gave a presentation on marketing strategies for documentaries. He discussed how the documentary landscape has changed with the multiplication of distribution channels, and how it is important for producers to anticipate the needs of distributors by preparing promotional materials during production. Noschis also covered developing a marketing strategy through analyzing strengths, weaknesses, opportunities and threats (SWOT analysis), defining the target audience, positioning the film, and using promotional tools like trailers, posters and social media.

1. © Mathias Noschis www.alphapanda.com
MARKETING FOR DOCUMENTARIES
MATHIAS NOSCHIS
VISIONS DU REEL 2016
20 APRIL 2016

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. © Mathias Noschis www.alphapanda.com
CONTEXT1
MARKETING STRATEGY2
PORNO E LIBERTA'3
SOMETHING BETTER TO COME4

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© Mathias Noschis www.alphapanda.com
© Mathias Noschis alphapanda.com
Why should producers and directors care
about film marketing?

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Multiplication of distribution channels
and strategies
• MulMplicaMon of fesMvals
• Theatrical is seen as a “loss leader”
• OpportuniMes to break distribuMon windows
• Development of VOD

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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

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Social networks require time
• A successful social media strategy lasts for the whole lifecycle
• The community should be acMve at the Mme of release

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Film Marketing
Genre PosiMoning Target audience
SMlls
Synopsis
Trailer
Poster
Website
Social media
AdverMsing
PR
Partnerships
Viral
Assets AcMviMes
Strategy

9. © Mathias Noschis alphapanda.com
© Mathias Noschis www.alphapanda.com
Marketing Strategy
PART 2

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The SWOT analysis
Strengths Weaknesses
Opportunities Threats

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Target audience
• Primary target:
• Demographics: age, gender, educaMon, income
• Secondary targets:
• Larger group
• Market niches (place, interest, themes, demographics)

12. © Mathias Noschis www.alphapanda.com
Target audience
Primary target
Secondary
target
Secondary
target
Secondary target

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Positioning
Arranging for a product to occupy a clear, disMncMve, and desirable
place relaMve to compeMng products in the minds of target
consumers.

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3 hooks - Audience

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3 hooks - Industry

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? Questions?
www.alphapanda.com/events
mathias@alphapanda.com
LinkedIn: Mathias Noschis
Twitter: @FilmMktg

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© Mathias Noschis alphapanda.com
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