According to the Harvard Business review your "promoters" (customers who go out and recommend you) can be worth thousands of dollars in sales.
In the new digital economy, too many filmmakers spend all their time "pushing" their films and pursuing new customers.
What about really serving the core audience?
Filmmakers who focus on providing a valuable service to their core - even surprising loyal fans with more than they bargained for - are the masters of viral marketing.
A new book by Fred Reichheld and Rob Markey entitled The Ultimate Question 2.0 supports this strategy.
The advice that Reichheld and Markey offer is perhaps the only viable strategy for microbudget DIY /DIWO filmmakers: You need to focus on your core.
Forget about converting people who've never heard of you: You want fans and friends who are real "promoters" - fans who actively recommend you to their friends and colleagues.
Focus on providing your core with an amazing one-of-a-kind experience.
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