Niche Audiences, and how to directly market to these targets...

http://www.sellingyourfilm.com/blog/tag/niche-audiences/
Reiss, J. (2011, September 27). Seven Release Strategies that can make or break your movie. Retrieved December 5, 2014, from http://www.sellingyourfilm.com/blog/2011/09/27/seven-release-strategies-that-can-make-or-break-your-movie/

This particular website, plainly titled "selling your film", reveals little tidbits of industry advice on how to develop an audience and generate money in the film business, particularly with independent projects.  The site consists of different kinds of sources of information, ranging from a store, to a newsletter, a glossary, a blog, and even an entire section devoted to the industry itself.  In the "about" component of the website, one can see that "selling your film"'s main purpose is to provide case studies regarding the independent film industry that may help to assist aspiring filmmakers as they undertake the journey of creating a movie.   Also, the site is run by the "The film collaborative" (TFC): a non-profit committee devoted to the facilitation of making independent films as well as the marketing and distribution aspects behind the success of these projects.  The authors and co-creators of this site are named Orly Ravid and Jeffrey Winter.

This article, titled "The seven release strategies that can make or break your movie", delves deeper into the utmost importance of marketing and distribution in the filmmaking process, with an emphasis on the necessity for a clear "niche" audience.  Basically, a niche audience is a target audience that directors focus on drawing in, appealing to, and appeasing during the production of any film project (be it independant or main stream.)   Here is a brief analoge that sums up the importance of a niche audience: print magazines would typically only sell if there was a specific topic that draws in a certain audience's subscriptions.  In the same sense, most films will only reach success if they contain subject matter that appeals to a certain type of viewer, whether that range of viewers be broad or of a smaller scale.  It all depends on the choice in direction of the work, as well as the film's intentions.  For example, some movies are created by directors mainly for the purpose of artistic expression, while others are made with the sole purpose of making money.  Generally, however, filmmakers will wish to bring home some profit in these endeavors, considering that money makes the world go around and usually films require investments that may be deemed worthless without a reasonable payoff.

Quotes and Explanations:

1. "There are many elements in formulating a strategy to release your film. The most important consideration on the list? Knowing what you want to accomplish. Films can have a variety of goals and they aren’t all tied to making money."
• This quote practically encompasses everything I said within the last paragraph.  A key component to filmmaking as well as marketing is setting up a strategy that corresponds directly to your particular vision and needs.  The first step in achieving any accomplishment is having exactly what you want in mind, and being aware of the necessary steps to get to that point.  For some filmmakers, it is not all about the money.  Other incentives and goals in production and marketing of a movie will be focused on within the summary below ("to keep it simple.")
2. "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."
• It is important to be yourself, and to direct, make, or produce a film that embodies yourself in a distinctly individual way .  Generic movies are a dime a dozen in the modern film industry.  What really sets certain filmmakers apart is innovation and originality, and this stems primarily from a unique vision.
3. "There are multiple goals that you can strive for in the release of your film, but you must prioritize what is most important to you."
• Try to decide on what is most important In your particular marketing strategy and solely focus on this! If you spread yourself too thin and come up with a ton of wide spread, far reaching ideas, it will be hard to master these marketing/distribution techniques to the best of your abilities.  Time and money are optimally spent on a clear, precise vision and strategy, and not a 'schmorgazboard' of unclear marketing campaigns.
4. "I recommend that you consider and conceive of a marketing strategy for your film early in the production process, even at inception."
• Have you ever heard the expression, "the early bird gets the worm" ?  In this case, that phrase proves completely accurate.  When drawing up ideas for marketing strategies, it is very important to be proactive.  After all, it is better to be over prepared and ready to go than underprepared and delayed, especially in a marketed industry that is so fast-paced!
5. "A well-analyzed, affordable budget will help to focus achievable marketing efforts without wasting time and money. "
• Finance organization and planning is an essential backbone behind any developing film project, especially for independent movies with very little funds.  Make sure to optimize all resources, big and small, and work out a budget that does not seem too overreaching.  You never know how much money your film will generate, so often times it is best to just play it safe.
6. "It is important to have the proper attitude toward your audience and these organizations. Think, “What can I give them?” instead of, “What can they do for me?” If you think of the former, the latter will flow. "
• Audiences react in a positive manner to films that seem to reach out to viewers, and truly offer something, whether exciting, bold, touching, funny, etc.  Play to your audience, and if it works out in the intended way, the audience will play right back to you.

 To keep it simple...

 

When it comes to distribution and release patterns of films, there is a ton that goes into it aside from the monetary aspect.  In fact, there are other goals in the making and distribution of films beside making money; at least for some directors   Here are the seven quick tips in developing a successful marketing strategy for an independent film project, made easy fine-tuned to the director's specific motives for production.

 

1. Just as all films should be unique, all marketing strategies should be distinct and picked directly based on the goals and intentions of the film project.  Marketing strategies are not a "one size fits all" kind of deal.  There is a wide range of marketing tools and strategies to utilize in the film industry, and each movie might require use of specific ones.  It is all relative!
2. Know your goals, focus on these goals, and prioritize these goals! Each film has a different kind of agenda, but what is truly important is that these motives are clear and distinct.  Some examples of common goals for filmmaking include:
• exposure
• monetary gain
• development of a fan base
• career launch
• impetus for world change
• whatever your particular reason for creating and/or distributing a movie, STICK TO IT!
3. It is imperative to implement a clear marketing strategy by answering the five w's (who, what, when, where, why) and most importantly...the How! As trivial as it sounds, it is an essential ingredient involved in picking a niche audience, and devising the proper marketing strategies to reach these targeted viewers.
4. The production and marketing budgets must be created hand in hand.  This helps in avoiding monetary discrepancies and helps in achieving the best financial outcome for a project, regardless of the level of funding a film is granted.  Organization is key, especially if the goal is in generating money and not losing it instead!
5. You must go past identifying the audience, whether it be a "niche" one or not, and work on engaging this audience completely.  This might be the fine line between a decently grossing movie and a highly profitable film!  However, engaging the target audience involves a three step questionnaire:
1. WHO exactly is the audience?
2. WHERE is the most optimal place to reach this audience?
3. HOW does this audience use media, and therefore, what is the best marketing strategy to use for these specific viewers?  HOW will this exposure generate support?
6. It is important to know the difference between a core audience and a niche audience.
• "Niche" audience refers to the specific population that will be attracted to important aspects of a film.
• "Core" audience refers to the most ardent supporters of a film within a niche audience.
• "Tweenagers" would be the niche audience for the Twilight saga, while fans of the novels would be the core audience.
7. Engage in the organizations where your targeted audience would congregate.  Attitude toward your intended audience is everything, and interacting with organizations that the viewers are a part of provides incentive for them to support your film.

Hopefully, this blog posting was informative in what exactly a niche audience is, and the importance in both establishing this targeted audience and addressing it using specific marketing techniques and platforms.

 

Stay tuned for my next postings which will cover the basics in mainstream distribution as well as the most successful and well known distribution companies.  This is completely on the opposite end of the spectrum from the independent, alternative methods of distribution that have been focused on.