Marketing Campaign Stratagy

It is important to know how to market a film to your target audience, here is an example for the film The Women in Black:

There are 3 questions when concerning a marketing campaign:

1. What is it?

Positioning- A classic ghost story for all ages; delivering chills and thrills in abundance. When it would be released and where.

2. Who is it for?

Fans of these things:

-Harry Potter

-Daniel Radcliffe

-The horror genre

-People who enjoy theater

-Older demographic

-Perhaps more educated

Campaign Adjectives:

Engage fans of the book and the play, Daniel Radcliffe/Harry Potter. Supernatural chillers. Sell the spooks, scares and quality of the film. Target a broad audience through advertising, publicity and promotions. Position the film as a blockbuster.

3. How and when will we reach them?

-Production stage- social media outreach

-Phase 1 teaser campaign- The Kings Speech DVD

-Phase 2 teaser campaign- Harry Potter

-Main cinema campaign- Halloween

-Advertising campaign- January

-Premiere- February

-Film released- February 10th

-Sustain advertising- post release

Teaser campaign:

-Teaser poster

-Halloween competition onYoutube- to win things for Harry Potter fans, London premier and merchandise

-Daniel Radcliffe front and center for all parts

Main campaign:

-Poster- bigger and better and reveals more.

Advertising campaign:

Fuel the fear of the women in black across the UK by drawing in existing fans of Radcliffe and scary movies to her story, before spreading to the masses.

Winning over young adults with media formats like this:

-Youtube

-Blackberry

-Twitter

-Facebook

-T4 and E4

-Sky 1

-MTV

-MSN

-4od

-FHM

-Hollyoaks

-NME etc.

Then taking it broader:

-Horror channel

-Twitter

-IMDB

-Film4

-ITV1 and ITV2

-Heart Radio

-Comedy Central etc.

Use TV hot spots with channels like this:

-Gossip Girl

-The Only Way is Essex

-National Television Awards

-Super Sunday Football

-Dancing on Ice

-Big Brother

-The Jonathan Ross Show etc.

Where the advertising appears:

-Bus stops- where young and old people can see it.

-Buildings- near roads so people will see it when driving

-Press (Newspapers)- older and more educated demographic

-Radio- Capital etc, sound clip of reviews and clips from trailer.

-Online- young audience

Publicity campaign:

-Position Daniel Radcliffe outside of outside of his role in Harry Potter.

-Sell the heritage of the film to upmarket audiences.

-Media interviews with cast, filmmakers, and Susan Hill (author).

-Host worldwide premier in London.

-Have book giveaways, school activity and play tickets.

-Mass media saturation.

-Facebook and Twitter.

The Result?:

-Bigger than the Muppets opening weekend.

-Record breaking box office results.

-Book in the top 10.

-DVD out on June 19th

-The Women in Black 2.