More Lessons Learned As A Movie Marketer
Build broad, diverse “coalitions” of audiences. Every creative work should have at least dozens of significant marketing partners behind it, such as charities, associations and tastemakers.
Don’t chase the approval of elites or industries. Your goal is to find your audience and make money. Do that, and you will get their attention and approval.
Think twice before putting a publicist on retainer.
Most word of mouth still happens offline. Make sure your marketing has a good blend of online and offline strategies.
Long-lead marketing is essential. Don’t rush. You need at least six months to acquire, activate and accelerate your audience.
People are your best investment. Hire good people in your target markets and audiences to personalize your product and create “ownership.”
Hope is not a strategy.
Publicity doesn’t mean as much as you think it does. The goal for your film is not publicity; the goal is ubiquity.
Don’t spend too long marketing your film or book or music. You will burn out your most important supporters. Create a plan. Pick a date. Then move on to your next project.
Thank those who help you. Gratitude goes a long way in an industry that is all about who takes the credit.
Create ways for your audience to participate in the success of your product. Don’t make it all about “buying.” Invite audiences to join in every step of the way.
Don’t run from controversy. All press is good press.
Audiences are fickle. Don’t assume people will show up.
