Marketing is everything and everything is marketing


Den Lennie TV-Bay Magazine
Read ezine online
by Den Lennie
Issue 101 - May 2015

Den Lennie Business for Filmmakers"/></td>
  </tr>
  <tr>
    <td colspan=

Marketing for filmmakers can be very intimidating. I think it must have something to do with being creative; we seem to be more concerned with creating content than creating new business.

In simple terms, marketing is simply about putting your message in front of the right customers at the right time, so that when they are ready to make a buying decision, they think of you and call.

Marketing is just storytelling. People buy from people and therefore, if you wish to buy from someone, then it makes sense to have a relationship with them. Well-executed marketing does just that. It helps you build a relationship with the potential customer, through different means of communicating.

I like to compare marketing with fishing. You're looking to capture a specific type of customer and therefore you want to be looking in the places that they might be.
Think about it for a second. If you go fishing for salmon, you choose the right river. You choose the correct fishing rod, you choose the correct bait, and you choose the time of year when the salmon are most likely to be there. There would be no point trying to fish for salmon in a pond full of goldfish. Now, I am not a fisherman, but I imagine that the kind of bait used to catch salmon is not the same kind of bait you would use to catch goldfish.

If you take that principle and apply it to your marketplace, what do you get? Sales!
If you are in a business that sells wedding films, then who is it that makes the decision to hire you? I'm pretty certain it's the bride. Therefore, where is the bride likely to be looking when considering her wedding? Notice I said her wedding! If you're reading this and you are married, you know exactly what I'm talking about.

A wedding day is all about the bride. In fact, when I used to shoot weddings, I used to joke with the groom that he was the only person in the room who didn't get an official invitation. So, in terms of your marketing, the bride and the bride's mother are likely to be the key influencers in making decisions about who to hire.

If you are running a wedding film business, it's the bride and the bride's mother who you need to be connecting with. So where are they likely to be looking when planning a wedding? Well any number of places, but more likely they'll be looking at wedding magazines, going to wedding fayres and probably asking friends who are already married. (Hint: this is likely to be one of your biggest sources of business: recommendations and referrals.)

I've chosen weddings here as an example because it's a particularly competitive market. If you were to Google 'wedding video productions' in your area, it's likely there will be quite a number of sites. This gives you some indication that other competing businesses are already doing some form of marketing online. Now, before becoming anxious that there is a lot of competition, this is a good thing. Lots of competition means there's likely to be lots of business, and the only decision you need to make is where are you going to pitch your business and price point.

Den Lennie Business for Filmmakers"/></p></td>
  </tr>
  <tr>
    <td colspan=

I've had many videographers comment on how hard it is to make money in the wedding sector, and yet I have a couple of friends in the US who routinely charge in excess of $10,000 for a wedding.

How? Well, they are exceptional at what they do and offer an exceptional service. Their films are unique, beautiful and epic and are priced accordingly. Don't forget, a wedding can be a great opportunity for the bride to brag about having the most expensive wedding filmmaker, as this can give her great kudos in some circles.

Human beings rarely make decisions on need; it's much more likely that they make decisions on wants. By that I mean they make decisions based on an emotional reaction (want) rather than a more logical need.

This is a critical concept to understand when marketing. A bride, for example, who is planning a wedding, has many things to consider; it's possible that the wedding video is way down the list of priorities. I'm almost certain that for the groom, it's an almost non-essential part of the wedding, and that is mostly because he knows it's likely to cost a lot of money. However if the bride decides she wants the wedding filmed, the groom is more than likely going to agree, because the last thing he wants on his wedding day is an unhappy bride.

So what does this have to do with marketing? Well, everything actually, because if you can build a relationship with the bride in advance of her wedding, and she decides that your service is exactly what she wants, then the price almost becomes irrelevant. If you run a wedding film business and you're not marketing in some form or other, then you are leaving a considerable amount of money on the table.

Now simply take the word wedding out and replace it with whatever sector of video production you are in. Lather, Rinse, repeat...

To read more and download a free chapter at
www.businessforfilmmakers.com


Tags: iss101 | marketing | filmmaker | business | economy | film business | Den Lennie
Contributing Author Den Lennie

Read this article in the tv-bay digital magazine
Article Copyright tv-bay limited. All trademarks recognised.
Reproduction of the content strictly prohibited without written consent.

Related Interviews
  • Bebob V-Mount Batteries at NAB 2019

    Bebob V-Mount Batteries at NAB 2019

  • Area 48 Colour from BBandS Lighting plus more announcements at NAB 2019

    Area 48 Colour from BBandS Lighting plus more announcements at NAB 2019

  • Movidiam at BVE 2015

    Movidiam at BVE 2015

  • Pilat Media on BroadcastShow LIVE at IBC 2013

    Pilat Media on BroadcastShow LIVE at IBC 2013


Related Shows
  • Social connections for Filmmakers

    Social connections for Filmmakers


Articles
Painting Performance Analytics with ChyronHego
KitPlus By now, most people are familiar with the sport of mixed martial arts (MMA) and its leading organization – UFC (Ultimate Fighting Championship). And while the sport and its leading promotion are only 25 years old, a great deal has changed in those 25 years, including the training of UFC athletes.
Tags: iss136 | paint | telestrator | ufc | chyron | chyronhego | KitPlus
Contributing Author KitPlus Click to read or download PDF
Keeping Your Post Prodction on Track with Subclips and Search Bins
Alex Macleod

For my 2nd Kit Plus article I thought I’d try and build on the theme of my first, and that’s one of making sure things are organised at all levels of your post production projects.

Last time I talked about trying as best as you can to stick to the ‘two week rule’, making sure that the names & locations of every asset you import, and every bin & sequence that you create in your project - will make sense to you regardless of how long it is you spend away from it.

Tags: iss136 | mediacity training | subclip | premiere pro | gvs | bve | bve2019 | Alex Macleod
Contributing Author Alex Macleod Click to read or download PDF
NAB Intelligence
Bruce Devlin - new It's that time of year again. 06:30 on road bikes on the Las Vegas Strip with a merry bunch of folks who believe they look good in lycra. As we pedal West up the hill towards Red Rock there will be stories of the year just gone and questions about what to look for at the show. I, for one, will be attending the Devoncroft event to check up on who is spending what and where. I will then look forward to the topics that might be buzzing around the halls. I predict there will be many displays of Machine Learning hiding under the banner of Artificial Intelligence. Some of these will show better picture quality, others will show personalisation engines, some will be improved search tools and yet more will be synthesising pictures and motions to replace reality with and Artificial reality that's more compelling for the viewer.
Tags: iss136 | nab | class | ai | smpte | st2110 | imf | Bruce Devlin - new
Contributing Author Bruce Devlin - new Click to read or download PDF
Rotolight Anova Pro 2 User Review
Andy McKenzie The Anova PRO 2 is the fourth generation of Rotolight’s studio/location light, offering 70% more power output than its predecessor. It is claimed be one of the brightest LED lights ever launched in its class, delivering 10,700 lux at 3 feet yet consuming only 72 watts. Figure 1 shows the front with accessory mounting spigots (1), optional barn doors (2) and a gel frame holder.
Tags: iss136 | rotolight | anova pro 2 | led | lighting | flash light | dmx control | Andy McKenzie
Contributing Author Andy McKenzie Click to read or download PDF
State of the Nation - Drama
Dick Hobbs - new If you can remember as far back as the 1980s, then you probably remember a Saturday night drama called Hill Street Blues, written and developed by Steven Bochco. Made for NBC in the States, it was widely shown around the world, including in the UK.
Tags: iss136 | drama holby city | night manager | netflix | bbc | ai | streaming | podcast | Dick Hobbs - new
Contributing Author Dick Hobbs - new Click to read or download PDF