#2How effective is the combination of your main product and ancillary texts?

I came up with a target audience

17-35 year olds who are likely to be intelligent, creative or academic and cultured, who are likely to have seen or be entertained by indie films and have a personal taste for alternative music.

Identify the attributes that matter

Target Audience

17-35 year olds who are likely to be intelligent, creative or academic and cultured, who are likely to have seen or be entertained by indie films and have a personal taste for alternative music.

These products need to attract the target audience in order to work and market the

film effectively.

Trailer. Magazine. Poster.

Trailer.Use: To market the film to engage an audience to watch the final product.

Who: I came up with an original target market in my research and personal aims.

Researched: I had to research the current existing market in order to identify the attributes that make up or convey to my target market.

How it appealed to my target

Typical ‘alternative/indie’ films. Tackle issues such as love and

death. Creative (colouration) Require a certain level of intelligence

to understand fully Do not conform to typical

conventions Style conscious Good use of audio

Magazine.Use: To market the film to a wider audience and to gain public knowledge of it, using a secondary media

Who: I need to choose a particular magazine publication that appeals to my target market, in order to ensure maximum publicity and efficiency.

Titles: After researching into the target markets of particular publications, I concluded that the most appropriate title would be V Magazine.

How it appealed to my target

Highly creative and ‘design directed’ Unique style, not conforming to the

typical conventions. Use of a large masthead, unlike other

magazines Lack of colour on some magazines Alternative Intelligent Style conscious

Poster.Use: To market the film to a wider audience, outside of the ‘internet’ and ‘digital’ world, placing advertising in outdoor areas, public places and publications.

Who: I need to choose particular places and particular publications to attract my target market.

Titles: After researching into particular posters, I selected a number of film posters that I liked the look of, and that I felt attracted my target market.

How it appealed to my target

Highly creative and ‘design directed’ Unique style, not conforming to the

typical conventions. Alternative feel. Lack of colour on some magazines Style conscious

All of these forms of advertising need to be channelled through the relevant means, in order to attract my target audience.

Reminder of my target audience

17-35 year olds who are likely to be intelligent, creative or academic and cultured, who are likely to have seen or be entertained by indie films and have a personal taste for alternative music.

The marketing strategy

How all 3 will attract my target audience

The marketing strategy

Trailer.• Shown in specialist art house cinemas, and selected CineWorld, Vue and Odeon theatres in particular locations.• Trailer will be placed on specific ‘niche’ websites that feature trailers, etc.• Target the trailer at influential bloggers.• Be shown before similar films as they’re shown in the cinema, in order to encourage a similar audience to see my film.• Encourage a viral marketing campaign through the use of twitter/facebook to advertise the trailer. • Screened at certain music festivals. • Advertised before targeted YouTube, Guardian and other website videos.

The marketing strategy

Magazine.• Magazine chosen was an alternative, style & media magazine, V Magazine.• Magazine is usually stocked in specialist stores, mainly in central city locations and urban areas. In London, typically Soho, etc.• Magazine is stocked normally online, which attracts a specific niche target audience. • Magazine is also sold internationally, in NYC, LA and Paris, so can attract an international market as well.

The marketing strategy

Poster.• Poster will be shown in underground tube stations placed in certain areas, such as Soho. • Be shown at specific cinemas, such as art-house ones, selected branches of CineWorld, Vue and Odeon. • Poster will be displayed in outdoor urban areas and telephone box covers in specific areas.• Displayed at certain music festivals.• On certain bus lines in certain areas. • Put in specific publications relating to my target audience, such as GQ, Esquire, NYLON and other newspapers.

Poster shown at telephone boxes and on underground tube stations.

In addition to this, the film company will also have its own website where it will

offer easy access to watch and share the trailer.

My target audience are intelligent and articulate, so they are likely to visit such

website.

The marketing strategy

Company Website.• The website is similar of the design of another film company – Warp, who produce similar productions to my own film.• Warp, based in Sheffield, produce quality indie films targeted at a niche audience. They recently made Submarine – one of the films I researched.• The website would work well with the poster and the trailer, which have a creative feel.• The website also helps spark a viral campaign, through the use of share buttons for facebook & twitter.

The marketing strategy will work because all 3 are targeted at the audience through

channels which are relevant to them.

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