Preparing for Launch:

Pre-Building an Audience

for Your Show

WGAE Web Series Summer Camp August 28th, 2010Presenter: Jeff Koenig, CJP Digital Media

Introduction

•Writer/Director/Producer

•First Web Series in 2007

•SMMM, VideoSurf.com

•Digital Media Producer for CJP

•Community Liaison, IAWTV

•Founder, What Is a Webseries?

More info:T: @Jeff_Koenighttp://broadcastassassin.tumblr.comhttp://CJPDigital.com

Photo: Rodney Smith

Building a head start

TIME

AU

DIE

NC

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•It always takes time to build an audience. •Discovery -> Knowledge -> Trust -> Sharing:

•People don’t share what they don’t know and trust•“It’ll go viral” is not a marketing plan.•By the time an audience finds it, a show may be out of new content.

Example 1

Example 2

Ep 1 Ep 2 Ep 3

Ep 2 Ep 3Ep 1

0 viewers

It’s Never Too Early for a Marketing plan

• Gain & Retain• Generate “Buzz”• Extra Content• Set Expectations

– Concept– Tone– Release Date

• One Destination– Mailing List

Development

Production

Post

Launch

Marketing

Set Your Target (Audience)

• The Web is about Niche Audiences

• Demographics• Focused Attack• Language of Money• Market Research

– Where are they?– What do they like?– Part of the Club (Authenticity)

Push - Go To Them

• Social Communities– Facebook/Twitter

• Web Sites/Blogs• Conventions/Gatherings• Forums• Influencers• Turn Fans Into

Marketers

www.HollywoodWasteland.com

Easy to Assemble

Fan Blog Contest• 10 top blogs• Trackable Views

Winner: Ikeafans.com

3MM Views in 3 Months

www.mydamnchannel.com/EasytoAssemble

Pull - Bring Them To You

• Must be a good incentive

• Clear Call to Action

• Be a Tease– What can you show

before Ep. 1?

www.VampireZombieWerewolf.com

SciFinal/DigitalChickTV

SciFinal: 150+ Sci-Fi Web Series

Digital Chick: Giving Voice to Female Creators

www.scifinal.com, www.digitalchicktv.com

The Mercury Menwww.MercurySeries.com

Event Marketing

• Generate Buzz/Attention• Traditional PR

– Interviews/Press

• Special Events• Panels/Convention

Booths• Contests/Giveaways• Private Screenings

We Lost Our Goldwww.WeLostOurGold.com

$10,000 Buried in New York City

Zimm the Serieswww.ZimmtheSeries.com

The Guildwww.WatchtheGuild.com

Conclusion/Questions

• Start Early• Think Big• Go Where Your

Audience Is• Then Bring Them

To You

Thank You. Any Questions?