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Promoting a Film Festival for the Long Tail: a Digital Marketing Case Study

Since the birth of the moving image, the movie has an important role in the Played way people experience culture worldwide. This is at the 400 film festivals take place, which shows around the globe each year. These events give talented artists a place to promote their work to a qualified, interested audience.

Like any dynamic art form that is changing the film forever. New digital media have unknown independent artists on the same pitch placed than their established, commercially supported counterparts. In addition, as access to cyberspace has become universal, reach the right audience has never been so easy.

Why is that? Because "The Long Tail. "Originally an abstract concept in an article presented a Wired Magazine from 2006's The Long Tail is now a mantra of digital marketing. Applied Films in marketing, was the pre-Long Tail mentality, an artistic work to a particular goal in mind, conceptualize and then they develop as large as possible to invite an audience. Marketers would then pool their resources to the public in the area of distribution.

The goal was to determine the next big summer blockbusters. But according to Chris Anderson, author of the article, "Hit-driven economics is a creation of an age without enough room to carry everything for everybody." In other words, come, a new day.

raised in a post-Long Tail world, we have found that most people's taste in film beyond pure mainstream appeal. With the recent outbreak a boundless range, the audience is dynamic change. An American producer, whose film also deals with the most esoteric subject now has its Niche audience at arm's length. With the right digital marketing tactics, the filmmakers can draw people in, without burning by means which, as she perhaps during the pre-Long Tail era have.

Filmmakers, now from the shackles of heavy loads, free distribution, can finally create that once as a masterpiece was not credible. And with a constant stream of artists looking for exposure, the film festival industry now has the scale to reach far and wide … and are willing to consumers, at every corner. Therefore, according to Anderson, the "cultural benefit of all this is much more diversity, reversing the effects of a Blanding Century, the distribution of scarce and ending the tyranny of the hit. "

Step-by-step: how to make a film festival to a Long Tail market audience.

1) Create a home for your party on the net.

Give your participants a platform on which they can share a trailer the film they plan to promote your party. Allow the visitors to vote on the trailer, with a thumbs-up/thumbs-down or one-to-five-stars approach. This allows the Best rise to the top, creating a channel of the highest quality content that will be used, in order to draw a large audience. This extends the timeline for audience engagement, and gives you a vehicle to convey, messages supported in connection with the festival itself

You want a website where market participants can upload a trailer with minimal technical know-how. The easiest way to do this, to use YouTube as a host. Users can easily create their own profile worldwide and / or channel on YouTube range, content, and then your website with a URL or embed code to the video. Each trailer has then its own landing page on your site of the festival, and should by "Send To A Friend" and "be attached to your iPod Download" links, and to provide links to social bookmarking sites such as Del.icio.us.

(Note – It is important to increase the length of the trailer (two minutes would be too limiting to be a good round number), and make sure that the actual length of the YouTube video is clearly visible on your site. If a video requires an expenditure of time, then a lot of people away without even looking.)

Make sure your site is scalable, in the event that you receive ten times the traffic you expected. Even if you focus on high-quality content and be prepared for massive quantity. does your web developers make you confident that your site will not buckle under pressure.

They also want to search add (this is easy with Google Custom Search), some user testing, or consult a usability expert, such as your site of the festival as navigable as possible. Invest in good analytics software to follow trends in visits,
Referrals page views, keyword-driven traffic, and so on.

2) Enter Feast your personality.

If your party has a theme, make it very obvious. Brand it consistently, from the copy writing graphic design at the the outbound marketing communications. Everything must be up to the seminal concept of the festival is about what you bring to a boil. If it is abstract, such as "good independent film," that fine as long as you's remain consistent.

Provide an incentive. Partner with local organizations in the host city, including the Chamber of Commerce or a local Arts Council. Find an important event instead, which could benefit from a partnership, your candidates' work could be a major asset to their program. The main prize, apart from what you already decide the winner (s) offer is the visibility of being associated with these organizations … and so come before a large audience.

3) Define your stakeholders.

Their directors and producers are the ones that provide quality content – the lifeblood of your site and your best advertising asset before the festival.

Your visitors your primary source of feedback. Take advantage of bringing their views with care and you have many options find them back to your site and your party – along with their friends.

The general public is the 6 billion people on this planet. Some have no computers. Some do not like film. But in line with the Long Tail concept, reaching just about everyone else is relatively easy … and the enthusiasts from the holes . Come

Keep these people in every stage of your campaign's content, and keep your marketing engine for movement with minimal intervention on your part.

4) establishment of measurable objectives.

How many directors do you think you could log on? How many people you want on the site and vote to visit the trailers? How many views do you think should be a supporter of a potential winner get? Arrival at a low, medium and high estimate, with a timeline of projections and constantly measure your progress.

5) Take advantage of digital media channels to the fullest.

Social Networking. With a little research to find the right social networking sites for your campaign target. For optimal use of the Long Tail potential to the full, use a network like Facebook or MySpace to co-brand and content to new groups of people.

Facebook – Facebook profile compiled for each member of the organizing committee, and use them to administer a dedicated Facebook group. Do you have your developers a Facebook application allows artists to embed their supporters in their profile, to create a module to advertise with ratings for movies. For spectators, the application should provide "on-demand" rankings posted all trailers (over the entire to encourage Facebook network) for healthy competition. It is also helpful to add the calendar integration for notification of important dates in your Mini-feed, and also of course links back to the festival site and blog. If your festival features content from around the world, why not a real-time update
Map of the world with geographic location of all participating artists?

Myspace – with this network, you are faced with a compromise. This is still the best place for artists (And art lovers to care for) their passion. However, it may be harder for you to cut through the spam and build a meaningful campaign. Compared to Facebook, spend much less time for the administration of the MySpace profile. It should just be a content "dump" with regularly rotating trailers and blog content.

If you have a lot of manpower at your disposal, once in a targeted approach to some of the industry-specific sites such as Flixster, Matrix movies, and Revver.

Search engines. Getting your festival to clearly visible in the search engines requires a focus on dynamic content and inbound links. Start one Blog, meet in the festival organizers can to upload content on a daily basis. Thus, a multitude of relevant keywords in the cyberspace will displace, tied to your website to bring people back for more.

For even more juice, you open the blog up to the general public – if the public employed properly, the volume of content is growing at breakneck speed, along with the number of inbound links to your site. With a little creativity, you will have no problems come with the original content: Event News, Press mentions, personnel selection, etc. Make sure that all the films blog content is accompanied by chicklet ("Links" for easy entry) to popular social media sites, increasing the number of viral touch points.

If particular video content speaks to a specific audience, weed out the leaders of the different categories and make them aware of what you do. Use Technorati to find the most prominent Blogger in these categories, and approach them personally and individually, offering them your content and / or reciprocal links.

Find Any Event on site in connection with film, digital media, art and culture, and the city where your event will be hosted. Create a reference sheet with the title of your event, a brief description, a long list of comma-separated tags, a shorter version of the same list, and any other relevant information that must be standardized on all submissions. Put on a pot of coffee and hammering.

It would also help to hire a search Engine Optimization (SEO) consultant to handle the implementation of the keyword strategy and tactics. To ensure that your pages will be kindly sent to the spiders from Google, Yahoo! and the like.

E-mail communication. Decide your strategy from the beginning: They (directors and audience) to register all the power, creating a nice long list? Or do you scale back the compulsory registration, the registry only publish content? You will also find a middle ground and provides certain incentives for opt-in (Like when he was a couple of free all-access passes for the festival). The Registration module allows you to also collect other demographic information (city / country, age, Gender, etc.), but if you this way, go sure that you are thinking about given your privacy.

Sponsorship. This will vary network based on your resources. If you Advertisers on board for a lot of money, your marketing communications offer a variety of venues, in order to (Internet banner E-mails have, plus your entire arsenal of offline marketing assets). If you do not have major sponsors advertising revenue but still want to explore, you can always with a program like Google AdSense for a very customizable on-page sponsored link campaign.

Down Time. After your feast, you will be a decision be faced: we want to do this again next year? You may not be ready to decide immediately, but there is much to do to capital in the dynamics to keep your event to the marketing of your concept.

• Continued global campaign link-sharing with the partners of the various categories
• Blog coverage of other major film festivals
• In-depth profiles of Festival Award Winners
• Discovery of short films originally not worth the festival site presented
• Film industry interviews (as a podcast)

Completion

If all these elements of your digital Marketing campaign from the ground, the last thing to do, you give your application artist. You are in the festival business, which means in 2008, that It hardly affected by the production and distribution efforts of the filmmakers. But this talented constituency is yet to wake up to the opportunities of the Long Tail economy.

If You have the numbers, you give your artists a pat on the back, by showing them the geographic reach of the festival. Pack the most exciting feedback submitted videos in a rotating "ticker" in the banner of your website. Do what you can to these filmmakers – the authors of content, without which you would be in business – Provide an additional incentive to continue.

In a world in which, as Anderson says, "popularity no longer has a monopoly on profitability," we are all better off because of it. About the Author

Paul Burani is an internet marketing consultant based in New York, NY. After acquiring account experience working with Fortune 500 clients in the advertising and market research industries, he has since turned his attention to startups and growing businesses. His company, Clicksharp Marketing, is a full-service digital marketing consultancy, aimed at helping entrepreneurs market themselves effectively on the internet.

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