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Jon Reiss Tip of the Day  Week 2

Jon Reiss’ TOTBO Tip of the Day 6 – Identifying and Engaging Your Audience

Here is the Jon Reiss TOTBO three step approach to audience development and engagement:

1.  Know WHO your audience is.  This is not 18-25 year old boys/men.  Or 35 – 55 year old women.  As an independent filmmaker, if you cross over into a mass audience great – but you need to be much more specific.  Tomorrow’s tip will discuss niche vs core audiences.

2.  Know WHERE your audience derives information/congregates. In other words how you can contact them, engage them, communicate with them.

3.  Know HOW your audience engages media, or HOW they will support you.

PS I was going to address budgeting this week, but I have shifted that topic to next week.

Jon Reiss’ TOTBO Tip of the Day 7 – Differentiating Core and Niche Audiences

The terms Core and Niche are often used interchangeably and this is a mistake.  The niche audience for your film is that slice of the population that has a particular interest in your film or an aspect of your film.   The core audience for your film is those people within each niche that are your most ardent supporters.  Those people who will spread the word about your film to not only their networks, but to the rest of that niche.  You can have multiple niches’ that are interested in your film, and within each niche there is a core who combined adds up to the core of your film.

Jon Reiss’ TOTBO Tip of the Day 8 – Engage Organizations to Promote Your Film

Step 2 of Audience Engagement is: Know WHERE your audience derives information/congregates.

Many niche’s have organizations that support those specific topics and interests.  Engage those organizations early in your filmmaking process (as early as conception and prep). It is important to have the proper attitude toward your audience and these organizations. You need to think, “What can I give them?” instead of “What can they do for me?” If you think of the former, the latter will flow. People are very busy. You need to give them an incentive to be involved with you. The film is not enough. How will the film service their organization, their lives and the lives of their members?  In turn, they will help you promote your film to your direct audience.   This has been used by great effect by documentary filmmakers.  Narrative filmmakers need to follow their lead.

I want to know what you think!  Comment here or on my blog, or @Jon_Reiss on twitter, or on the TOTBO Facebook page. Check out the book here.  I look forward to hearing from you.

Hello readers. This is the first installment of a multi-part series from our friend Jon Reiss, filmmaker, entrepreneur and author of “Think Outside the Box (Office),” a must-read marketing handbook for all filmmakers. Stay tuned as we post new tips from Reiss every day during the series.

Day 1 – The Next Chapter

Many of you might know me from the book that I have written recently, Think Outside the Box Office (TOTBO for short).  The primary reason that I wrote it was to share what I had learned while distributing my film Bomb It with other filmmakers so they could learn from my successes and mistakes.  In the continuation of that mission I am launching two more initiatives – both in support of how people want to interact with this information.  The first is a series of workshops around the world.  It seems that the live experience is as important as the written word in imparting this information for many people.   We are starting  with London on May 8/9, Amsterdam on the 12/13, New York on June 5, Vancouver on June 12/13, San Francisco July 31/Aug1 with more being lined up.

The second initiative is the launching of a TOTBO Tip of the Day.   This will soon be joined by Resource of the Day.   In these tips, I will give not only a sense of what’s in the book and workshop, but they will be a forum to convey new tips to you as I learn them.

I want to know what you think!  Comment here or on my blog, or @Jon_Reiss on twitter, or on the TOTBO Facebook page. Check out the book here.  I look forward to hearing from you.

Jon Reiss’ TOTBO Tip of the Day 2 – Every Film is Different

Each film is unique and requires its own individual distribution and marketing strategy.   A comedy about stoners will not have the same audience as a documentary about Aids orphans in Tanzania.  Similarly each filmmaker has a different set of goals, needs, and resources.  While the studio one size fits all model worked well for some independent films over the last 20 years – it was a disaster for others.   With the new hybrid model of distribution you can craft a distribution and marketing strategy that makes the most sense for your film.     You have a unique vision.  Use that vision to engage your audience in a unique manner.   This will help separate you from the media noise that surrounds us every day.

What do you think?

Jon Reiss’ TOTBO Tip of the Day 3 – Know Your Goals

I cannot stress this enough.  I cannot repeat this enough.  There are multiple goals that you can strive for in the release of your film.  You must prioritize what is most important to you.  I categorize the goals for the distribution and marketing of your film into the following five (with a sub goal number 6):

Money

Career launch, help for your next project, fame.

Audience/eyeballs to see the film

To have an impact on the world

A long term sustainable connection with a fan base.

A green release.

Choices that you make in service of one goal will often sacrifice another goal.  For instance releasing your film for free on the internet might get you the most eyeballs, but it won’t help you monetize the film.

You must make sure that everyone on your team is on the same page and don’t have conflicting goals.   At the Slamdance Filmmaker Summit, I gave homework to two sets of filmmakers with whom I did a live speed consult*.  While Hunter Weeks, a very savvy filmmaker, had known for some time his goal for his current film Ride the Divide was to help him get another film made, what he didn’t know until that night was his goal was different from his producer Mike Dion which was to make money to return the investment for his investors.  These goals are two that are traditionally in direct conflict (career launch normally associated with some form of traditional theatrical which in turn is usually a money drain).

What do you think?

* I had so much fun doing these speed consults that they have become an integral part of nearly all of the workshops I conduct.  The first day of the workshops is a presentation of the principles of the new techniques of distribution and marketing from a very practical perspective.  The second day is primarily limited to 20 films/projects and I do 20-30 minutes speed consult on each – with all the other teams present so that they can learn from each other.

Jon Reiss’ TOTBO Tip of the Day 4 – Setting Marketing Strategy

Two helpful ways to think about marketing:

1) Reaching the audience that already exists for your film, and

2) thinking creatively of what audiences might be interested in your film.

I recommend that you consider and conceive of a marketing strategy for your film early in the production process, even at inception. Who is its audience? How are you best going to reach them? Are there particular blogs, organizations, print media that they subscribe to? Who will you bring on to help you outreach to your audience? How does this audience consume media?   Answering these questions will help to fashion your release strategy.

Jon Reiss’ TOTBO Tip of the Day 5 – Budget for Distribution and Marketing

In order to successfully execute a marketing plan for your film, a budget must be developed in tandem with your production budget. This is not an optional expense to be decided at the end of post production. A marketing and distribution budget is a tool that balances what needs to be spent against what can be afforded, and helps make choices about which methods will be priorities and which ones cannot be implemented due to cost. A well analyzed, affordable budget will help to focus achievable marketing efforts without wasting time and money.  Doing this will also make it seem that you have a sense of how you are going to make your investors money back (and that you care).

Next weeks tips will give expand on this topic – to help you navigate this process.