Post on 28-Jan-2015
description
Intro to online film marketing
Photo by BMC Labs at TIFF Bell Lightbox
A bit about me • Head of Marketing at Distrify • I'm an online media professional with over ten years of
experience in marketing.• I co founded two startup companies, FilmDIY a direct to fan
movie platform, and Hyperclip a contextual content engine matching VOD with publishers networks.
• My experience with online film marketing started back at 2007 with a movie I produced and directed, it made the top selling list on iTunes, and as a result was sold to CNBC.
• I'm constantly writing and speaking on the state of digital distribution and marketing.
A film, like any other product needs to reach its target audience
Photo by Justine Wise
Dude where is my audience?
Photo by Nina Matthews
“Go Find Them!” Good luck
Photo by Nina Matthews
Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/
Online marketing lessons from our startup
Photo by Heisenberg Media
Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/
Average Startup Team
Soluto Team
Production Team Marketing Team
Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/
Film Team
Production Team Marketing dude
“We filmmakers are in the game of survival, and this is what we do, we survive through excellence, we define our story, and create dialogue channels with our audience.
If filmmakers’ mindset will become more like startups, and learn how to put the user - your audience - in the center, create more dialogue channels, and focus on execution, I believe that the whole film industry will be a lot better.”
Photo by Nina Matthews
Film $ Startup $Early Stage No Investment No Investment
Investors Privet / Public Angels / Privet / Public
Production Stage 80%-90% Get the film finished 10% Marketing
2/3rd Marketing1/3rd Product
Go to Market No budget, social, early engagement
Social, Publishers network, ad network, costumer acquisition, A/B Testing, engagement
Goals Get the film seen by millions, film festival awards and recognition, message, social change, cinema chain, distribution deal
ROI, Get the product consumed by millions, impact “make the world a better place”, exit
Life Time 1 – 3 Years 6 Months – 2 Years
Film Industry Vs. Startup
Business Plan Photo by Nina Matthews
#Film #Startup
Business Plan
Distribution deal, Digital, DIY, Film Tour, Institution
???
Freemium, Ads, E-commerce, critical mass, exit
???
Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/
Crowdfund independent film – Fox Acquisition
Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/
Web Series indie creators – Lionsgate deal
Taken from tubefilter.com
1st Startup Lesson - Marketing Strategy
Photo by Nina Matthews
Photo by Nina Matthews https://www.flickr.com/photos/21560098@N06/8153587951/
Content = TrafficTraffic = Audience
Photo by William Brawley
Filmmaker = Content Machine
Photo by Nina Matthews
Photo by Nina Matthews
Marketing Strategy:•SEO (Search Engine Optimization) •Content Creation•Social Media / Email Marketing•Influencers•Video and Visual Marketing•Mobile Distribution Tools•Data Analysis and optimization
Employ your marketing team from the get go! Engage with your fans early, find out what they like about your film!
Photo by William Brawley
Understand Your Audience and Opportunities
Photo: Andy Wise
The type of people who will most likely be your fanswill also most likely be interested in _________.
Photo by Nina Matthews
People get value out of informational content when they: • Become informed• Get professional advice• Learn new technical skills• Entertainment
Photo by Nina Matthews
• Visual • Infographics • Video • Written content
Your content kit must include:
Photo by Justin Wise
The other goals of your content should be to• Generate people sharing your content on
Facebook or Twitter.• Links from other sites mentioning or
sharing your content.• Get comments and interactions on the
content you are creating.
Become part of the conversation
Photo by Nina Matthews
Bonus Features are not valuable content marketing for your film
Jump in to Social Media• Search Twitter, Facebook, Google+, Pinterest, Vine, Instagram, LinkedIn,
Quora, for relevant people, groups, comments• Follow read their tweets, check their blogs,• Tweet your own be original• Join relevant groups on Facebook and LinkedIn• Join forums “lurk” for a while, than start discussion • Correspond with people who enter the discussion• Reach out to influencers, they are people and most want to help
Startup Filmmaker– Pawan Kumar
Lucia – Data and Statistics• 473,837 Page loads • 113,242 Trailer View• 6.4% Trailer Conversion Rate• 5,170 email sign ups just from the Distrify Player• 45,000 worth of online pre-orders• $66,000 in gross online rentals for Lucia• $7346 Copies bought• Opened in local theatres in India - $685,000, bought for TV
$15,678, bought by Fox Star Studio• Lucia engaged 1200 fans to market and distribute the film
“Inbound marketing is about LOVE. Get people to love your content and they will become a customer.” Hubspot CEO, Brian Halligan,
Lucia – SEO, FB, YouTube, Blog, Publishers…
Documentary – Inbound Marketing
EngageDelightLanding Page
Email Marketing
Delight – SmartCall to action
I Am Breathing – Data and Statistics• 144,492 Page loads • 29,300 Trailer View• 4.4% Trailer Conversion Rate• 1,143 email sign ups just from the Distrify Player• 40 different broadcast deals Lucia
Ad Network – Display Media Reaching Millions Unique Users
Ad Network – Outbrain Reach Target Audience
Drive Traffic to your film site from publishers with millions of impressions
Ad Network – Taboola Video Seed
Ad Network – Taboola Video Recommendation
Sponsored content via Distrify and The Guardian• Content owners paid by brands in advance
Distrify Video Content Seed • Vertical Categories across multiple publishers
These filmmakers will have a lot to gain from all the disruptive going on
These filmmakers will be struggling
Thank You!