Turning Viewers into Promoters

DIWO Example:  Rakontur Films

Imagine instead of spending a large promotional budget, you were able to turn your fans into your own marketing army.  Well, two 30-year olds, Alfred Spellman and Billy Corben, have been able to build their Maimi based documentary production house using interactive techniques.  With tools like Facebook, YouTube, Twitter, and Flickr the duo is able to get each fan personally involved in the production process and the overall conversation. 

A recent BusinessWeek article highlights their documentary success, including being the youngest filmmakers accepted to Sundance with Raw Deal: A Question of Consent.

Below are 5 tips to turn viewers into promoters:

• Dialogue - Create a dialogue.  Film tends to be one way communication.  Try to make the entire process (from funding to distribution) a two way conversation.
• Tools - Use the tools your audience is already using.  Study usage patterns for your core audience and try facebook, myspace, youtube, twitter, flickr, iphone, blogs, events, newspapers, etc.
• Brand - Develop a brand bigger than any one movie.  No reason to have to start from scratch with every new movie.
• Perks - Get your audience special access to productions, events, parties, etc.  Give away content, time, or schwag to get your fans more invested.
• Fresh - Keep the content unique.  Love it or hate it, the content needs to stir reaction.  More importantly share the information in unique ways.  If Obama can use text to announce his VP, you can be fresh too!