As we have alluded to in previous tutorials, especially the niche audience tutorial, focusing your marketing efforts on a small, targeted audience (who you have tested REALLY want to see and support your film) is the best way to utilize the energy and resources you have to promote your film. Encouraging this niche audience into action is where the grassroots community comes in and another level of magic can happen.
What Is A Grassroots Community?
A group of people with a common interest or agenda to spread a message or make a change this can be at a local, regional, national or international level. |
So far, as we've talked about film promotion, we have covered ways to garner awareness of your film, via free or low cost means, through organizations, influencers and media outlets (partnerships and press kit) and what you'll need to be thinking of as you work on your film in terms of material and content resources for promotion (BTS footage and stills).
When we're talking about grassroots community we are talking about an effective and authentic way to promote your film. And it is related to every aspect of what y
When we're talking about film promotion - the of your film to increase sales or awareness, we are basically referring to film marketing. This distinction is worthy of note, because when it comes to filmmaking promotion provides a legit connotation, whereas marketing feels more brand based and
However, in this tutorial we will be referring to our intention as marketing
Grassroots marketing, AKA guerilla marketing,
Advantages To Grassroots Marketing?
Costs
In all likelihood your budget for the promotion and marketing of your film will be limited, so utilizing your resources in the most effective and strategic way will be hugely beneficial to you. Grassroots marketing allows you to do just that.
Can listen and learn
Once you have your tested niche audience dialled in you will know where to find them and can talk to them to discover their content consuming platforms, their spending habits, where their online presence is
They can spread the word to a larger audience
There is not better way for someone to hear about your film than from someone their know personally or from their community who praises it and advocates for that individual to view it.
You can target your energy and resources
You utilize the resources you have already been building
By the time you launch your film you should (and will have) built your
Advantages To Grassroots Marketing?
Don't be afraid to utilize unconventional or non-traditional research methods.
You want to focus on your niche audience with your marketing campaigns, but don't limit yourself to that being your only market. Encourage and enable your grassroots community to take knowledge of you film beyond Finding influencers
Rather than launch a big, expensive promotional campaign we recommend you have in your arsenal multiple smaller campaigns that energize your grassroots community. These can be held on social media platforms, Youtube videos, message boards, forums and involve competitions, giveaways, contests and more.