Promoting Your Movie via the Media

You see your job as director or producer (or both) but not as marketer.  Well, if you want to maximize your chances of getting your film out there, it’s time to get comfortable with this new role.  Whether you promote and PR your film on your own or hire a firm to do it for you, you can effectively create a buzz for your film and you will maximize your chances of building your audience and fan base.

By actively promoting your film, you’ll maximize your chances of:

  • Building awareness for your film within the industry
  • Increasing your audience and fan base.
  • Securing a distribution deal.
  • Establishing yourself as a director, producer or writer within the industry.
  • Generating interest for upcoming projects.
  • Securing financing for future projects.

Using PR and media relations to establish your film and/or production company is the most validating and legitimizing route.  By appearing in the media you establish yourself as a presence and a player in the industry.  You gain the validation of be covered by and featured in the news.  I’ve written other articles on how to launch an effective public relations campaign, which would be worth reviewing.  Your best bet is to bring a company or consultant on board that has experience and can work with you to launch an effective campaign.  If that’s not possible, do some homework, learn the process and give it a stab on your own.

Along with launching a PR and media relations outreach consider adding the following:

  • First and foremost create a compelling website or a blog with a compelling design and an easy to read layout.  This doesn’t have to be a bells and whistles affair.  Make it clean, easy to read and simple to navigate.
  • Utilize Social Media including Facebook and Twitter.
  • If you have a small budget for it, consider running Facebook and Google ads; consider forum marketing.
  • Edit some compelling, short videos to use as teasers for your film
  • Tag your videos.  Be sure to use keywords that effectively describe your videos in the associated tags for effective SEO.
  • Submit your video to directories and social bookmarking sites to help up your Google ranking

There is quite a lot you can do to help market, publicize and promote your film.  I believe that the most effective approach is to combine blogging and social media marketing with  traditional PR and media relations.  As a filmmaker, this is an exciting time.  Now more than ever you can take steps that can help ensure the success of your projects and your careers.  Be bold.  Go for it.
See you at the movies.

Copyright © Anthony Mora 2012

Complementary Healthcare: An Industry that Defied the Recession

The complementary health care market is one of the few arenas that has not been hard hit by the current ongoing economic downturn.  This is particularly true when it comes to nutritional supplements.  The aging Baby Boomer population is fueling the upturn as are the legions of health conscious consumers who turn to supplements as an affordable, generally from their perspective, much less risky way to stay healthy compared to prescription drugs and other medical procedures,

According to “Nutritional Supplements in the U.S., 4th Edition” by market research publisher Packaged Facts, it is estimated that “U.S. retail sales of nutritional supplements exceeded $9 billion in 2009, up 8% over 2008 sales. From 2005 to 2009, the market grew by a total of 26%, fueled by growing consumer awareness about health maintenance, in addition to pressure by the media and government to enforce product accountability.”

This shift has to do with an increasingly health conscious attitude, as well as the nutritional supplement industry’s efforts to focus on more science-based claims.  During the past few decades the industry has made huge strides towards building its credibility in the marketplace.  The effort has paid off.   Packaged Facts forecasts annual sales growth in nutritional supplements will gradually improve over the next few years and sales will exceed $13 billion in 2014, yielding a compound annual growth rate of 7%.

Some national surveys estimate that in a given year, 40% of all Americans incorporate some type of complementary and alternative therapy into their healthcare routine.  It is now abundantly clear that complementary medicine is definitely not a fad, as many had suggested in the 1960’s but is a dynamic part of our healthcare system.  It is generally outside of the insurance umbrella and therefore must be paid for out of pocket, but this is one area where Americans are willing to spend their dollars.

That said, for those companies involved in the nutritional supplement or complementary and alternative medicine fields, reaching the target market is of tremendous importance.   It is clear that the market is there and that these are consumers that are willing to pay money in order to help safeguard their health.  The important part from a business perspective is to define the target market, pinpoint how and where to reach them and speak to them in a language they understand.   A combination of public relations and social media outreach is generally the best approach since it reaches the market and offers the validation and legitimacy that comes with being featured in the media.

A well constructed, effective medical PR campaign educates, instructs, informs, and whets the public’s appetite to know more. On the marketing end, it also stimulates a target audience to take action, whether that be making an appointment, purchasing a product, or visiting a store.  To effectively market in this arena, you need to offer a good compelling story that also educates and informs. Although not every product or service has a huge potential market, in the nutritional supplement arena you don’t need huge, you need a realistic, well-defined market.  You’re job is to define that market, target them, promote successfully and speak their language.  Do that and your in business to stay

Copyright © Anthony Mora 2011

5 Tips to Creating An Effective PR Campaign

Whether you hire a public relations firm, a PR consultant, or try a do-it-yourself media relations approach, the following is a quick outline on how to create your own public relations campaign.  If you’re working on a shoestring budget, or are launching your campaign on your own, remember what you don’t know definitely can hurt you.  Study the media and do your homework before trying to land media placements.  The wrong story idea, pitch or approach can end up doing you more harm than good.

If you’re working with a PR firm, do precisely that, work with them.  You know your business better than they ever will, but they know the media.  Working with each other and bringing your various strengths to the table will help ensure your success.  You’re job isn’t to give your public relations firm marching orders, but to work hand in hand with them, help them develop story ideas, and involve yourself in the process.  It works best when everyone is a part of the creative team.

Once you’re ready to move forward:

1.  Hold a brainstorming session to develop pitches and angles

Remember a good PR campaign comes down to having good stories to tell.  Have a brainstorming session where you come up with anywhere from five to seven different PR hooks or story ideas.

2. Create a list of compelling anecdotal stories.

If you offer a product or service, come up with anecdotal stories that help illustrate what you do and how you affect people’s lives.  Your journey, how you started the company or created your product could offer a compelling angle.

3. Create a list of potential stories and match them to appropriate media outlets.

Remember not all stories or pitches will fit each media outlet.  Study the various magazines, newspapers, TV shows and radio programs.  Now work to match your pitch to each media outlet’s particular needs. Make a list of appropriate media outlets and write a one-page press release that you can modify to fit the needs of each specific media outlet.

4. Review various ways to present yourself in order to establish yourself as an expert.

Work on presenting yourself as an expert in your field.  Is there a news story that you can comment on?  Can you explain how your business or field works or how it impacts people’s lives?

5. Develop different story angles for print, TV or radio.

Remember TV is a visual medium.  Try and come up with visually oriented stories that you can pitch to producers.  Print and radio generally offer you a bit more time to tell your story.  Develop strong transformational stories that are interesting, compelling and informative.

PR is the only form of marketing that can reach your target market, establish you as an expert in your field and offer you the validation and legitimacy of being featured as a news story.  It’s an amazing marketing tool.  Whether you hire a PR firm, a public relations consultant or launch a campaign in-house – start now!

Copyright © Anthony Mora 2011



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