A common misconception is that there are three stages on any video production: pre-production, production, and post.
Marketing
I’d argue that there’s a fourth element, perhaps as important or even more so than the other three. I’m talking about marketing.
Marketing is something we should start thinking about as soon as we start working on a project. Who is going to be interested in this message? Why? On which platform are these people spending most of their time? How do we reach them? Which other projects are similar to ours? How are we going to differentiate ourselves?
Here’s a brilliant example:
In today’s tutorial I use a National Geographic TV show called “Brain Games” as an example of a marketing campaign that is very unique and effective. The premise of the “Brain Games” show is how easy it’s to fool our brains. To prove a point they fool the viewer THREE times within 30 seconds.
Most noteworthy is that National Geographic not only fooled us 3 times with the 30-second commercial. They do it again 37 more times with their print campaign!
Yes, Jason Silva, the show’s host is a master storyteller. And yes, National Geographic is a powerful global brand with over 10 million followers on YouTube alone. But even they are thinking different and trying new things to promote a show. So, why shouldn’t WE do our best to find different approaches to market our projects? Perhaps starting with a killer 30-second trailer is a good start.
Do you have other marketing campaigns new or old that you admire? If so, please share a link or two below.
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