Marketing and Promotion

Posted: October 1, 2014 by Alan Hardcastle in FDA 13_15
Tags: , , , ,

Marketing is a means of getting your product out to a market. It involves raising awareness of the product, and can be thought of as the 4 p’s – Product, Price, Place and Promotional Strategy.

Product – what is the product? This can be you. This can be your films, your photos. It can also be the social network, the Facebook or twitter feed, the blog. For our first project, we will be looking at the Course as a product.

Price – How much do you charge? This is always an issue for freelancers. But we have a way of lookign at this in terms of Short term and long term gains. So, in terms of the course we need to convince and customer that the short term loss (ie pay) is outweighed by the long term gain – ie increased turnover from the final advert.

Place – where does the product happen, or where do you need to go? Amazon wins on this, because they are everywhere. We may be limited to Bridgwater. But we aren’t – we look to Somerset (far more marketable!) or nationally (if we have transport) or internationally via the web. This can be in terms of production or distribution – in terms of the course, we operate in Somerset and promote internationally.

Promotion Strategy – well, how do we put it together? talk to people. Test things. We put the hyperlapse out and it was well received. We put the Cinemagraph out to a general “Meh..”. So, the idea of follwoing through techniques and pushing them out to an audience seems to be positive (Cue Comment about regular blog as promotion…)

Behind all of this is research – you need to do secondary research to establish the basis of what we are looking at, analyzing the existing methods and techniques. Choose Google. Choose the LRC. Choose talking to LRC staff about finding stuff. Then, when you talk to professionals and do your primary research, you are not wasting their time! You know what you are asking them – or clarifying from them. That way you can impress them and make a contacts at the same time. Find professionals, see if you can get them in, or record the conversation. Then from this conversation, you will go back to the secondary research to explore the techniques more – and then get in touch with other professionals…. etc, etc.

So, read books to find techniques. Use this to talk to people about how they apply the techniques, Read more books about techniques. Rinse and repeat.

Then apply techniques. Test. Retest.

Over to you!

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