Promoting your work is one of the most important parts if you want to be successful. You can have the most artful and important message in the world within your film, but if nobody sees it, it won't matter very much in the scope of show business. A publicist is often the link between success and failure for a venture. If you absolutely cannot afford to hire one, be your own publicist. It's a challenge, but you are up for the job!
Instructions
1. Start in your own realm. Think of that game where everybody is six degrees away from Kevin Bacon. It really is a small world, and you likely know somebody who knows somebody who has the power to influence millions to see your picture or listen to your record. Call in all favors in a polite way, and ask all those involved in your industry about advice on getting the word out. You'd be surprised how many people come to your rescue and assistance.
2. Network on social sites. It is imperative that you make a page for your film, record, or artist. Make pages on every social networking site that you can find. Invite everybody you know or have met once. Invite strangers that share the interest or love of similar movies or music. Go all out. Read the site policies so that you know not to abuse them, but work the system as best you can. You need to get the word out to to large numbers of people, and this is often your best marketing tool. Look at the success of the "Blair Witch Project" for smart online marketing that paid off big time!
3. Create a niche market. Be realistic about the sort of people who will become fans of your work. You will have no success marketing a goth sound to pop Christian music fans. Truly decide where you fit in the market, and target that group of people. Post on their message boards without promoting yourself, and get to know what your market is seeking. Tailor all press releases and posters to that audience.
4. Design poster art. You will use this for your actual release, but it will also be used for promotion. If you know graphic design or have a vision in your head, try to design it yourself. Otherwise, enlist the help of others. Go to undergraduates at graphic design schools for the best deals.
5. Make a lot of postcards. You can get these made cheaply online or at local printing shops. You're sure to find the best deals if you buy a large amount. Place them in stores, record shops, and restaurants. Place them on billboards, and pay someone to stand on the street in high traffic areas that those within your niche market frequent. Mail them to those you know. Ask your mom and friends for their Christmas card lists if possible, and mail it to as many people as you can. If you have a large enough budget, consider purchasing a marketing list. People will take you seriously if they see your name and face often enough.
6. Create a press kit. Send this to magazines to create an interest in featuring your film. Send it to those who can ultimately find success for you. If you are entering your film in a festival, send it to the judges. If you are marketing your music, send it to producers and record company big wigs. Be creative in your press kit, and splurge a bit. If it's a film about red shoes, include a red shoe lace on the folder cover. A press kit generally includes press-ready photographs, insider information, biographies on cast and crew, and a synopsis of the project.
7. Get interviewed by as many reporters as possible. Go for things as small as 'zines, and go for things as big as national radio and television. You never know what success you may have. Send press kits with a personalized letter to as many places as possible.
