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Video & Media :How to promote your movie... and your

brand ?

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Summary

Context

How to make your action sports movie more bankable ?

Spreading the good word !

Definitions

How to promote your video ?

Conclusion

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Context

Paradox :- Brands are fond of action sports movies to promote themselves- The public is inundated with images, but he loves it.

DVD sales & TV channels broadcast less action sports show or footage

How to make action sports movies more attractive?

© Guillaume Lahure – Skipass.com – 09.19.2010

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How to make your video bankable ? 1/2

Problem : The public does not feel concerned by action sports movies "Tell me and I'll forget; show me and I may remember; involve me and I'll understand" = People will always remember how you made them feel !

To remember :- Telling a story with characters, drama, goals, etc. ;- « Start your project with a pen and paper ».

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How to make your video bankable ? 2/2

Problem : People are increasingly zappers (especially if they watch a video online !)

To remember :- Shorter is better !- Technology serves the story and not vice versa.

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Spreading the good word !

1st step : Making the movie... 2nd step : ... And spreading it !

Focus on social media : Shift happens !

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Definitions

Viral marketing ≠ Word of mouth

Marketing Buzz : shorter effects, conversion rate for purchase or increase brand awareness is less greater and less enduring than a viral marketing operation

Marketing 2.0 or one-to-one marketing : conversation and exchange are in the heart of the relationship between consumers and brands

Social media : Set of services for developing conversations and social interactions on the Internet.

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How to promote your video ? 1/5

4 steps of a social media strategy :

5 rules to respect :1. Listen2. Engage3. Be real4. Be respectful5. Have fun !

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How to promote your video ? 2/5

On average, 50% of the hearing is conducted in the first 2 weeks (over a period of 3 months).

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How to promote your video ? 3/5

Chaîne vs chaîne by Hervé Doulat, 2007 (1628Films) A few weeks to produce the movie 6 months of promotion on hundreds of social media Results : viewed over 450,000 times !

To remember :- Creating a buzz is very far from just waving a magic wand !- At least, half of the budget should be devoted to promoting the film.- Following the specialized forums help the director to collect customer feedback and improve his work.

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A classic PR strategy to ensure that the “above-the-line” medias relay the phenomenon The appearance in an offline media is the lever that will extend the spread of a video

Contact the influential actors on the web that can boost the visibility of your video / brand :

- Opinion leaders / influencers - Blog plateforms- News websites (e.g. : fubiz, chauffeurdebuzz, etc..)

A strategy of two-way traffic :

How to promote your video ? 4/5

Bottom Up Top Down

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How to promote your video ? 5/5

The future of action sports movies may integrate immediate interactions with the audience Shoot the Bear by Tipp-Ex, Sept. 2010

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Conclusion

Action sports movies are still an excellent promotional tool for brands

More efforts should be made to promote movies

Social media are a fantastic opportunity : free, fast, targeted, feedback, measurable ROI

But it’s time consuming and the rules are different !

« Forget thinking outside the box. Forget the box.Where brands needs to go today, there is no box ! »

Bill Tikos – Publisher, Founder & CEO of The Cool Hunter and Access Agency

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SourcesMarketing & Communication Studies & Books: « 2010 Social Media Marketing Industry Report » by SocialMediaExaminer.com & 2010 Michael A. Stelzner Les secrets du marketing viral by Seth Godin Tribus - Nous avons besoin de Vous pour nous mener by Seth Godin Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web by Brian Solis Le guide de l'influence. Communication, Média, Internet, Opinion by Vincent Ducruey Internet marketing 2010 L'odyssée du Marketing Interactif by Julia Jouffroy, Guillaume Ber & Martin Tissier Le e-marketing à l'heure du web 2.0 by Catherine Viot « What the f**k is social media now ? » by Marta Kagan for Espresso - http://www.brandinfiltration.com/ Zappos lessons: Building a Customer-Focused Culture by Tony Hseih Les clés de la réussite d’une bonne vidéo virale de la conception à la diffusion, Livre Blanc 2009, Pinkanova

Online Presentations & Websites : http://www.tubemogul.com/ http://www.x-tremevideo.com/ http://www.zapiks.fr/ http://www.skipass.com/ http://www.pvscompany.com/ http://poorboyz.com/ http://prisonvalley.arte.tv/?lang=fr http://fr.academic.ru/dic.nsf/frwiki/988425#Distribution http://www.marketing20.fr/buzz-marketing/internet-et-le-succes-en-salle-dun-film/ http://www.marketing20.fr/buzz-marketing/case-study-la-strategie-web-de-terminator-salvation/ http://www.switchconsulting.fr/index.php/les-cles-de-la-reussite-dune-bonne-video-virale-de-la-conception-a-la-diffusion http://www.flickr.com/photos/freshpeel/4119488617/lightbox/ http://fr.wikipedia.org/wiki/Avatar_(film,_2009) Frédéric Cavazza - http://www.mediassociaux.com/2009/06/29/une-definition-des-medias-sociaux/ http://www.switchconsulting.fr/index.php/une-definition-des-medias-sociaux http://www.switchconsulting.fr/index.php/shoot-the-bear-or-dont http://www.switchconsulting.fr/index.php/application-web-les-statistiques-des-medias-sociaux-en-temps-reel http://www.switchconsulting.fr/index.php/le-saviez-vous-ou-internet-en-chiffres-et-en-images Camille Jourdain - http://www.camillejourdain.fr/

Interviews : Hervé Doulat – www.1628films.com Guillaume Desmurs – www.editions-inverse.fr/ Sébastien Laugier – www.phileas-images.com M. Bruno – www.agencecurieuse.fr Société de production Le Taillefer - www.le-taillefer.com

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