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Orchard PR, Film Marketing, Film Studies, Media Studies, A Level
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How to build a marketing campaign
description
Created by Orchard PR Guernsey to illustrate the differences between advertising, marketing, branding and publicity. The focus is on marketing films and is designed to generate ideas for a student lead marketing exercise as well as to illustrate trends in current film marketing.
Transcript of Orchard PR, Film Marketing, Film Studies, Media Studies, A Level
How to build a marketing campaign
What is the difference?
• PR – more bang for your buck, trusted, removed from self involvement
• Promotion/publicity – marketing, advertising, branding and PR
Key elements to a marketing campaign
You tell us…
Why have a marketing campaign?
• To get noticed• To generate interest• To attract funding• To get paying customers• To get more films
commissioned
A marketing campaign
• What, why, who, where, how and when
• Planning• Find your audiences
Tools of the trade• Mainstream media (print,
radio, television)• Marketing literature – leaflets,
business cards, brochures• Social media• Website• Guerilla marketing
Media packs
• News release• Colour advert/brochure• Memory stick?• How do you make it
interesting?• Gimic? • Language
Mainstream marketing• Print ads, leaflets, brochures
need to be eye-catching, brief and enticing
• Advertising alone will not get people interested
• Much can be achieved through PR – editorial, third party comment and experiential activity that’s not paid for
PR – it’s the way you say it
http://www.youtube.com/watch?v=pzjEzohHmaM
Thinking outside the box• Create a buzz: website, social
media, guerrilla marketing – teasers campaigns, flash mobs, snapchat
• Research bloggers, journalists and distributors and find interesting ways to reach them
• Radio stings, 30” video clips• Never underestimate the power of a
good strap line• More than one trailer?• Music has power - choose it carefully
Case study• Trust me, I’m lying: Confessions of a Media
Manipulator – Ryan Holiday
Case study
• The Blair Witch Project
Flash mob brilliance
http://www.youtube.com/watch?v=y1ys2UCROU0
Best film campaigns
• Trends and themes in film promotion
Slogans• The rule of three:- Why so serious?- Get an afterlife.- Mischief. Mayhem. Soap.- Dark. Darker. Darko.- Sex. Clothes. Popularity. Is there a problem
here?- You’ll laugh. You’ll cry. You’ll hurl.- Same make. Same model. New mission.
Know these?• “65 million years in the making”• “There are 3.7 trillion fish in the
ocean. They're looking for one”• “In space no-one can hear you
scream”/ “The b**ch is back”• “Escape or die frying”• "Love is a force of nature"• "The longer you wait, the harder it
gets”• “May the odds be ever in your
favour”
Flim promo examples
• Doing it differently• Carrie -http://
www.youtube.com/watch?v=VlOxlSOr3_M
• Devil’s Due -• http://www.youtube.co
m/watch?v=oONJjP5kzYE
What else do you need to know
• Questions?
