
Although filmmakers may not want to hear about the lessons learned from marketing sunflower seed spread (apparently it's like a new-age peanut butter)... the social media goals - like getting "positive social mentions" and "referrals" - are the same ones you should be working toward with your film.
Even if you've premiered at Cannes, if you're self-distributing, you'll need to harness the online support of your fans. And guerrilla marketers can't afford to ignore successful online strategies.
I know I'm asking a lot... And I can imagine the negative reactions already (e.g., "This is my film dammit, not a substitute for peanut butter.") But, I suggest you get over yourselves...
The new idea - in this case how to turn passive fans into an active marketing team - just might come from a fan who is allergic to peanuts. Don't judge, just keep your eyes open for the next really valuable tool.
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