What makes an effective Marketing Campaign?
There are several factors that can influence how successful are marketing campaign is, including the target audience, promotion techniques, financial support, and essentially the actual product that is being marketed.
Target Audience
The target audience has a huge influence in making a marketing campaign successful as it is essential that your product is being marketed to the right audience. By targeting your product to a specific audience, it allows you to recycle past ideas which have proved to be successful for similar products if possible, e.g. using techniques from a film that has been praised for of the same genre. If used correctly and to a good standard this should also be beneficial for the company replicating the technique. Another benefit of having a specific target audience is that it allows you to use techniques which will specifically appeal to those members of the audience, this can be done through the use of: genre, ethnicity, cultural differences, languages and other characteristics, which help define different individuals and groups they associate with.
Promotion Techniques
There are various promotion techniques which can be used to make a marketing campaign effective, this includes: advertising and promoting via media sources such as the internet, radio and television. By promoting the product through multiple sources, sales will increase as more people are likely to be made aware of the product. Billboards and banners on busses are a successful was or promoting films, as people will see them during everyday life without having to search for them. The internet, radio and television are also extremely successful ways or promoting a product as it shows and tells members of the audience more about the product that a still image does. Also if promotes through the internet it allows the audience to further their knowledge as they can look into the film more, e.g. through search engines such as Google.
Primary Research
To target a specific audience for our film we had to conduct primary research, designed to gather the publics opinions/views on what they would like to be included in our horror trailer and how they believe it can me made effective. To require this data we will be producing a questionnaire asking several questions on what people like about horror trailers and how they are edited.
Questionnaire
For primary research we created a questionnaire which allowed us to see the most favoured characteristics of horror trailers, magazines and posters. By gathering this data it allows us to use it to add more successful traits to our products and therefore make our work more successful.
Questionnaire Results
In response to our questionnaire we created several graphs displaying the data we collected. This makes it easier to see the most favoured choice and also shows the boundaries between options.
In response to our questionnaire we created several graphs displaying the data we collected. This makes it easier to see the most favoured choice and also shows the boundaries between options.
Target Audience
Age Range: When deciding on your target audience for a film you must think about the specific age range that you would like to have as your target, you must ask yourself which age range you want as your target audience and why? By choosing this age range this will allow you to then look into other films and do research about what other things attract this age range, for example, what genre is a selected favorite from the age range.
Ethnic Groups: When producing products for a film you can also target a audience by the use of a range of different ethnicities in the cast. The race of the characters in the film can be seen as being very important. If the audiences are the same race as members of the cast, the audience will then feel that they are able to relate to the character. The use of different ethnicities therefore helps to widen the target audiences.
Gender Groups: It is also important to think about the gender of your target audience. For example, a mixed cast of both male and female will attract both genders as the audience; this will widen the audience range. Therefore in the trailer, it will be essential for us to cast both males and females. As well as this, the type of language, clothing and mise-en-scene can also impact what gender will be attracted to the film.
Age Certificates: 15 Certificate: Horror usually has strong threat and menace are permitted unless sadistic or sexualised.
18 Certificate: Been created through the commission of a criminal offence where material or treatment appears to bring risk or harm to individuals or, through their behaviour to society. Portrayals of sexual or sexualised violence which might for example, eroticise or endorse sexual assault where there are more explicit images of sexual activity which cannot be justified by content.
