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Dear John

How do I market my film?

Question:
I have just finished post-production on my film and now I have to market it but I don't know where to start. I don't have a blockbuster budget and I'm feeling a bit daunted by the task ahead. How can I keep my energy up?

Answer:
"It's not where you start, it's where you finish,'' goes the old show tune. For some of us though, it's the first rush of enthusiasm that is easiest to tap into when it comes to performing or creating. This is even more the case when our work takes us out of the 'comfort zone' of the things that we feel we are good at, and into areas like marketing, which we are not so confident in. Having given our all to creating a movie or show, the long hard slog to completion is something that we would often rather leave to producers, directors or other backstage personnel. However, for many of us starting out on our careers, the only 'backstage' staff we have is ourselves. I don't think every performer should attempt to be a jack of all trades, but a little experience of all trades, whether by choice or necessity, can be really useful in keeping our projects moving, not to mention teaching us a little respect for what backstage people actually do. Here are two very respected experts to help with this week's query.

What the experts say:

Penny Downes

Penny is director of Siren Enterprises, a specialist PR and marketing consultancy for film, music and stage. Before creating Siren, Penny consulted for City heavyweights such as Deloitte, Andersen, Marsh McLennan and AIG. Her company has launched campaigns for music awards, documentaries, short and feature film-makers as well as producing London's first ever 'filmatrical', a combination of film and theatre.

"First of all, congratulations - not just for finishing the movie but for still having the energy to market it, even if it seems like a huge task.

Of course marketing is so important that we normally encourage film-makers to start marketing-planning as soon as they conceive their story so they can build a database of anticipatory fans. However, even if you haven't done so, all is not lost.

"Contrary to popular belief, great marketing isn't about flashy ads or cheap, cool ideas. Marketing is a science and adheres to proven formulae. You can invest a lot of money and get poor results through poor application of your cash. So before you start planning your marketing and PR activity, take a look at yourself, your project and the people around you. Start with a clear view of the objectives of your artform, what you are trying to communicate and how to condense this into a 'capsule message' that will drive all of your communication.

"Getting an idea of the cost of media and your likely response rates will help you plan your budget. Ask media which format they need artwork in and how long it takes to go to press or print. You can barter deals and offer services in kind for advertising. Always look for people targeting a similar market and go to these people with ideas for joining forces. Chances are, your audience will be interested in both shows.

"Think practical. For instance, postcards are cheap and effective. Look at where your likely target audience are going out and flyer the area. Take time to talk to people with your flyers. It makes it more fun and you are likely to see them at your show.

"Build a website, no matter how cheaply, and collect email addresses. Post your blogs and photos to feed your community, but remember to build fruitful relationships with your contacts with relevant discounts and offers.

"Above all don't spam - you'll attract more punters when they come to you because they want to."

Lyn Burgess

Lyn runs The Magic Key Partnership, working as a life coach for people in film and TV with producers and directors as well as actors. Much of her coaching involves helping people focus on what they want out of their careers, getting on to the next rung of the ladder, or getting work. She has worked with clients from Chicago, Scrooge, Bafta winners and programmes such as Holby City and The Bill.

"Marketing woes are something I hear a lot from new producers, although even some more seasoned ones can get stuck from time to time. Just because you know what to do, doesn't mean you will actually do it.

"In my work as a life coach I think nearly every client has lost belief at some stage. The important thing is what you do when you get stuck. Having some tricks up your sleeve to get you back on track are very useful.

"As Penny says, you need to concentrate on exactly what you are trying to achieve. It helps to create a visualisation of you doing all the marketing that needs to be done. See yourself carrying it out with ease, finding the people you need and seeing the end result - your film being played in the cinema with you standing at the front introducing it, or at the back watching everyone else. Play this visualisation in your mind every day.

"Tap into the enthusiasm you found while making the film - think back to that and remember how good it felt. As you remember these great feelings, take action straight away while you are in a peak state.

"There are many aspects of marketing and you won't necessarily have to do them all at the same time, or even do them all yourself. Consider all the things you could do. Decide which ones you will do and create some time lines for them, ie Monday postcard mailshots, Tuesday PR, Wednesday blogging. Play to your strengths, rather than focusing on your weaknesses and don't forget to celebrate two things, a) taking action and b) achieving success. Enjoy the journey as well as the destination."

John sums up

Besides the fact that the above advice from both Penny and Lyn strikes me as useful whatever you are marketing, be it a full-length movie or a one-off gig, I think what Penny's practical advice and Lyn's motivational advice have in common is that neither process is as removed from performing as it might seem. Whether it's breaking down a project into steps, making an imaginary future outcome seem 'real' or connecting with people, be they audience or backers, these are all skills performers use all the time when preparing to play parts. The same skills will work just as well for you in the backstage of the business as they do in the spotlight.

* Penny Downes can be contacted at www.sirenenterprises.com

* Lyn Burgess can be contacted at www.magickey.co.uk, where you can sign up for the newsletter, book an event or request a consultation. Telephone 0845 129 7401

* Feedback/queries are welcome to dearjohn@thestage.co.uk

Also see:

How To Guides: How to market your act

Dear John: Websites as promotional tools

Dear John: Websites for performers

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