Most people don’t plan to fail, they simply fail to plan. Similarly, most filmmakers don’t think about anything other than getting the film made until the film is completed. This is a prime example of failure to plan resulting in a failed project. In reality, you should be thinking about your target market as early as when you write your script. If this is your first film, you should be targeting a well defined niche. Here are 4 reasons why.
Niche Marketing Gives you an audience for your film
I’m sorry to be the one to tell you this, but your film is unlikely to appeal to everyone everywhere. You’re much better off figuring out what parts of your story will resonate with various groups, and focusing your early marketing efforts on them. It will put your film in front of the people who it will resonate most strongly with, and it will help you rise about the white noise that every content creator must face, especially when starting out.
It’s also important to keep in mind that just because your film starts in a niche doesn’t mean that the niche is where it will always live. If you properly utilize niche marketing, it can actually help you break out of the niche and into the more generalized marketplace.
Niche Marketing Cuts down on your marketing cost
If you do think that you can target everyone, because your film is just that universally appealing then your marketing expenditures are going to be astronomical. Also, you’ll be competing directly with movies like Star Wars, The Avengers, and whatever the next Pixar movie is. Unless you’re a studio head, then you can’t afford to win that competition.
Utilizing proper niche marketing efforts will dramatically cut down on your marketing expenditure since you’ll know exactly who you want to get your project in front of. Thanks to social media platforms, you’ll be able to target those people directly using smart advertising buys and strong community engagement from an early stage.
Further, if you do break out of your niche, you’ll already have more noise being made about your project so the costs to market it will be much smaller.
Niche Marketing Can help you fund your film
They want to see more media made about their interests and themselves as a community. They want their story told. Many of them, are willing and eager to make it happen. This brings us to our final point.
Niche Marketing Gives you advocates for your film
No Films can market themselves completely on their own. They need to get a core group of people to help spread the word. Niche marketing can be a huge help for getting the people who are most likely to be your strongest advocates onboard early. As mentioned above, they’re the people who care the most about your subject matter. They’re the people who will seek out your content and show it to your friends because they identify with it so much.
No one can create advocates, you must find them. The most likely place to find them is within the various underserved niches that have plenty of stories that need to be told.
So thanks for reading. As always, I’d like to reiterate that I practice what I preach. My niche market is filmmakers that want to learn more about business. If you’re reading this, then you’re likely within that demographic. If you are, you should consider signing up for a FREE Strategy session to help you figure out who to sell your film to. All you have to do is book a call via the link below.
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My name is Ben, I'm an Entrepreneur, Producer's Rep, and Author. I'm the founder of Guerrilla Rep Media, Co-Founder/CMO of ProductionNext, and founder of Producer Foundry. Together, the organizations seek to help make filmmaking a more economically sustainable endeavor. I am dysic, I have capitalization issues, and the blogs are often unedited. opinions all my own.
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