The Marketing of Documentaries

© Mathias Noschis www.alphapanda.com

THE MARKETING OF DOCUMENTARIES

MATHIAS NOSCHIS VISIONS DU REEL 2015

20 APRIL 2015

http://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



CONTEXT1

MARKETING STRATEGY2

SOCIAL MEDIA3

BUDGET4


© Mathias Noschis alphapanda.com© Mathias Noschis www.alphapanda.com

© Mathias Noschis alphapanda.com

Why should producers and directors care about film marketing?



Multiplication of distribution channels and strategies

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



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



Social networks require time

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



Film Marketing

Genre PosiMoning Target audience

SMlls Synopsis Trailer Poster Website

Social media AdverMsingPR Partnerships Viral

Assets AcMviMes

Strategy



Marketing Strategy

PART 2



The SWOT analysis

Strengths Weaknesses

Opportunities Threats



Target audience

• Primary target: • Demographics: age, gender, educaMon, income

• Secondary targets: • Larger group • Market niches (place, interest, themes, demographics)



Target audience

Primary target

Secondary target

Secondary target

Secondary target



Positioning

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



3 hooks -‐ Audience



Social Media

PART 3



Traditional film marketing

Audience

Pre-production Production Festivals Release

Pre-‐production Production Festivals Releases

Public



Film marketing in the age of social media

Pre-production Production Festivals Release

FansAudience

ViralGuerilla

SocialMedia

PublicRelations

CreativePartnerships

Pre-‐production Production Festivals Releases

AdverMsing

Outreach

Viral

InfiltraMon

FansAudience



Which films for social media?

Main criteria for documentaries: • Fame of the protagonists • IdenMfiable target or niche targets • Elements that create passion



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



The 6 steps to building an online community





A 6 step process

1. Research

2. Database building

3. Choice of network

4. Outreach

5. Community management

6. Monitoring



1. Researching the audience



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



2. Database building



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!



3. Choosing the right social network



Alternatives

• Facebook • Twiger • Blog / Tumblr • Instagram / Pinterest • Mailing list • ExisMng community • …



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?



4. Outreach



Outreach -‐ Definition

Seeking out and contacMng individuals or organisaMons that have a shared interest in what you have to offer.



Outreach -‐ A few advices

• Be newsworthy -‐ the info should be relevant now • Adapt the message to the receiver • Give real content • NegoMate exclusive placements



Infiltration -‐ Definition

The act of joining the conversaMon in exisMng group, forums, communiMes, blogs or pages to iniMate a discussion around a specific

topic.



5. Managing the community



Community management

A bit like being a good party host, but in an online capacity



4 tips for successful community management

• Listen to your community • Plan regular updates • Encourage word-‐of-‐mouth • Organise compeMMons



6. Monitoring



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?



Budget

PART 4



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



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



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



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


http://www.sellingyourfilm.com

http://www.shericandler.com



? Questions?

www.alphapanda.com [email protected] LinkedIn: Mathias Noschis

Twitter: @FilmMktg



mailto:[email protected]

© 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.
