CanadianFilmMaker - The Marketing Plan: What, Why and When

The Marketing Plan: What, Why and When

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To do this, ask yourself the following questions:

What makes our product unique?
What is our marketing environment?
What are our competitive advantages?
How well is today’s market satisfying the need that our product provides?
How are our competitors positioned?

These questions can be extended to provide more detailed information for your marketing plan:

How do I want the audience to perceive my product?
How do I want my film to be seen in relation to other films in the market?
What position does my film take, in terms of the usual standards by which movies are judged and chosen?
What do audiences need to know about my movie?
What do they need to believe about it, to want to pay to see it?

Without asking these questions, you’ll never be able to connect with your audience (For a comprehensive Marketing checklist see Marketing Plan Checklist in the Resources section).

Stages of a marketing plan

Ideally, a marketing plan goes through three stages, keeping pace with the film itself as it develops from script to screen. Each stage of the plan has its own set of ingredients for building awareness and interest in the film.

1. Concept stage
Preliminary marketing plans should be developed very early – even before the script. Many development assistance programs require a preliminary marketing plan to help evaluate the project’s viability for funding. This preliminary plan must contain a synopsis, target audience information, release plan information, and the general essence of what makes the story interesting.

2. Production stage

Tip:

Be flexible with your plan, but never completely change focus and position mid-stream. At every stage, each element of the marketing plan must reflect your overall position on how to connect your film with your audience.

The preliminary plan can be expanded into a proper, full-fledged marketing plan as the film prepares to go into production. Once again, funding agencies require a full, detailed plan before participating in a project’s financing. Often a domestic distributor comes aboard at this stage and will provide guidance for the development of this second-stage plan. If you do not have a distributor, having a detailed marketing plan can often help you attract one.

Continue to update your marketing plan as you get closer to production and more film elements fall into place. Each item, such as a well-known actor or an award-winning writer, can provide potential new hooks for you to build your plan around. Revisit your release strategy, and add details of the film’s timing and its locales.

3. Release stage
By the time a film reaches its release stage, all the elements and materials you need to launch your film in the marketplace should have been created, organized and executed. Your marketing plan should be locked into place, but of course allow yourself to fine-tune it just prior to the release.

For example, you can add last-minute items to the mix, such as festival reviews/awards, test screening and focus group research. Media buys can be changed at the eleventh hour (though at a cost).

There is no one right way to market a film, but you must generate interest in your project. A good marketing plan will provide realistic and obtainable expectations.

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Stages of a marketing plan

Tip:

Development

Production

Marketing and Distribution

Resources

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