Posted in Blog

Efficient and Cost Effective Marketing for Independent Productions

The plight of the marketing process for independent film and theatre can seem overwhelming and alienating. But with planning and creativity it can be a fun process of communicating with your audiences.

I went to my first Content Strategy Meet Up group recently, with great presentations from Mark Welker (Co-Founder at Commoner) and Lucy Piper (Video Production Manager at the Intrepid Group).

content strategy melbourne video production

What I love about attending these kinds of events is the inherent element of hearing things that you already know, but the framing of the information awakens new ideas and new ways of looking at things.

This time around it was the concept of the nose-to-tail approach to content creation.

nose to tail content creation
Image by Gemma Sherwood (Twitter: @gem_sherwood) of Lucy Piper (Twitter: @Lucy_Piper) presenting at #contentmelb.

What is Nose to Tail content creation?

It is about understanding that every stage and element of a project can be used in some way to assist the larger project (in the example by Lucy Piper, it’s called a ‘hero edit’).

With different social media platforms comes varied ways in which to communicate with audiences. What you need to figure out is, where are your audiences and why are they there?

Segmenting your content for specific audiences

I’ve been involved in many different capacities in productions in both film and theatre, and with these different roles, comes different perspectives of a production.

When considering a production you are involved in, consider how what you are experiencing can be communicated to audiences for your production.

You have the opportunity of reaching audiences who love the style or genre, peers in a similar field and people who don’t yet know that their worlds are about to be rocked. Break your audience down even further to understand their needs and how they will value your work.

Once you identify their needs and how your project fulfils that need, you can begin to create ways to communicate this exchange through marketing efforts.

Multitasking: It saves time and money

Consider every moment you are working on an element of your production as an opportunity to communicate another component of your story.

The only tool you need is your smartphone. Take pictures. Film things. Understand the latest Instagram trends and think about how you can utilise that knowledge to create your own awesome little piece of marketing.

So, during filming, or rehearsal, appreciate that there is the possibility to capture the essence of your work through unconventional means. It’ll save time and stress later down the track.

The more strategic you are with the process of content creation, the wealthier your resources will be.

Dynamic Creativity

As you know, the best ideas often come from the strangest places at the most random times. Don’t let these moments slip away. Appreciate that you can’t plan for everything,  be fluid and allow your creative juices to guide you.

By being prepared and disciplined, you have the ability to navigate through a creative juice flood, instead of being bowled over by it.

Enjoy my creative juice tangent?
What colour is yours? I see mine as a pink and purple, sparkly, majestic ocean.

Keep in touch by commenting below or subscribing!

Big thank you to the wonderful team at Content Melbourne Meet Up and the October speakers Mark Welker and Lucy Piper.






Marketing Communications professional with a love of film and theatre. Enjoys rollerskating, comic books and daydreaming of Batman.

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