The Three Audiences

The “Four P’s of Marketing” are Product, Place, Price, and Promotion. The reason we have to craft different marketing messages and strategies for investors than fans is because we have a different product, a different place, a different price, and – therefore – need a different promotion for each.

For example, a fan might get a single screening of your film, in the theater, for $12, and you promote it my telling people to “Buy Tickets Now.”

An investor, on the other hand, is not getting a single screening – usually they’re getting some kind of ROI, or return on investment, where they put down a large chunk of money to own a piece of the film or to feature their brand or promote a point of view. The product is a vested interest in the film’s success; the place is wherever you have to go to get them to sign on; the price is thousands of dollars; and you promote your project with a polished pitch (say that ten times fast).

Peers are a combination of industry organizations, media outlets, and other creators in your same field. Your peers hold the key to your reputation, and the potential for making introductions, collaborating, gaining festival laurels and awards, and gaining access to new opportunities. Selling to your peers isn’t necessarily a financial exchange; you are convincing them that you are a valuable part of the industry and that association with you legitimizes them and enhances their own standing. The product is You; the place is wherever they are; the price to them is their own reputations (since they will be judged by association with you); and you promote yourself with everything you do and say. Very often, you have to pay to sell to your peers, in the form of sponsored media coverage, or festival submission fees, for example.

Here’s a breakdown of the three audiences, the things we can offer to appeal to them, who is in charge of approaching them, and the key tool used to connect with each one:

CONSUMERS

PEERS

INVESTORS

  • Good content
  • Branding
  • Advertising
  • Radio/blogs
  • Fan engagement
  • Networking
  • Cross-promotion
  • Industry radio/blogs
  • Red carpet
  • Festivals/awards
  • Business plan
  • Demonstrable value
  • Statistics/metrics
  • Co-branding/product placement

Creative Team

Publicity Team

Management Team

Creative Media Kit

  • Content

Press Kit (EPK)

  • Creator(s)

Pitch Package

  • Potential Sales/ROI

Of course, the Publicity Department may be a department of one, and s/he may be wearing multiple hats, but it’s good to be able to distinguish between the various functions, since each requires a different skillset.

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