Based on the principles that have been introduced in lecture 4 of the Enterprise module, evaluate the Strengths and Weaknesses of two or three practitioners or design agencies as objectively as you can.
What opportunities for your own practice have revealed themselves to you as a result of this analysis and evaluation?
Do not use subjective language or make unfounded comments about other people’s businesses.
It is essential that you make references to SWOT and evaluate its usefulness as an analysis or evaluation tool.
From doing this research into my competitors I realised how much I think being clear and informative is in my website but in a personal way that engages the viewer to feel that my company is accessible. For example the companies that did introduce their team and gave short biographies on their careers and lives made me feel like I already new the company and would make me feel comfortable in contacting or working with them.
Even though I only did in-depth research into 2 websites I viewed many others and one main thing I noticed was that there were no websites that mentioned their environmental efforts in their practice. I saw this as an opportunity to make this a key concern of my company and I found a company in New Zealand called Greening the Screen that gave in-depth tool kits for production companies, regardless of size, to work environmentally responsible in their practice.
How will I promote myself – what do they want to hear?
Based on the principles that have been introduced in lecture 3 of the Enterprise module, evaluate the most suitable marketing methodologies for your own practice and the most effective methods to reach your potential customers.
It is essential that you make references to some of the methodologies in the ‘Marketing Communication Mix’ and evaluate the ‘Place’ that will give you the greatest competitive advantage and be convenient for your clients / customers.
ANSWER 3
In thinking about place and the 6 methods of the Marketing Communication Mix I think I will need to use a mixture of all 6 methods to optimise my marketing strategy.
A good place to start would be to directly contact my local independent cinema about showing a screening of my films, as they are generally always keen to promote local independent film. Such cinemas include The Rex, the ICA, Roxy Bar and Screen, Soho House, The Rio Cinema and Rich Mix.
Advertising I would then advertise my film screening through local newspapers, putting up posters and postcards in local shops, cafe's and bars which would be expensive and one way but it is long lasting and would build my brand. As film workshops are also part of my company I would the same methods to advertise my workshops but would place them in slightly different places such as schools, colleges and community centres. Internet
I also would have my own website providing clips of trailers, details of places of screenings, an introduction into the social and ethical issues we approach as a company; so our manifesto, and ways in which people can contact us to give script/subject ideas and ways in which they can work with us. From my webpage I would have links to social networking sites such as Facebook and Twitter where film discussion groups could form that would also act as an advertisement of future screenings and are obviously cost effective as they are free. This would form an interactive relationship with my customers and show more credibility as a business. A website can be expensive however and it needs to be regularly updated but it is a necessary link where I think a lot of customers would go to find out more about my films.
Personal Selling I could also use a form of personal selling where I could go on tour hosting an after party premiere night out where cinema goers would be invited out to a local bar/cafe to discuss the film with myself, crew and editor. This would be time consuming and would involve a lot of time travelling so I perhaps wouldn't offer it to every screening but its a relatively inexpensive form of marketing, unless I buy the first round of drinks! but I think a useful method of reaching my target audience, forming a relationship/following and obtaining their critique on producing new documentary subjects and altogether better film. This can also be an opportunity to inform people of my film workshops that their children can attend. Personal Relations This idea also links in to the idea of PR and being involved with the community and direct marketing as I could gather audience info from attendee's and send out future invitations to new screenings.
For a more wider release I would need to find a distributor, one of which could be Dogwoof Ltd, which is a London based distributor specialising in social issue films, documentaries, independent films and world cinema. Dogwoof would therefore help with releasing films nationwide into independent cinemas and film festivals, backing this release with their own marketing campaigns. For this I would either lease my film to the distributor and pay them a fixed amount or have a profit share relationship where we would agree a percentage of net profits to be shared.
One method I found that didn't really apply was promotions. I wouldn't be in charge of ticket sales at cinemas so I couldn't offer an introductory price or children under 16 go free on say the premiere viewing of my film.
When considering more about place I initially want to begin my marketing locally such as the very cultural town of Hebden Bridge, gaging on receiving a good response to this move to major cities such as Leeds and Manchester to nationwide, then to Europe and the final dream Hollywood, US. Nationwide film festivals are great places to get noticed such as Edinburgh Film Festival, Leeds Film Festival but there are also specific documentary festivals such as Sheffield, London International. In Europe there is Cinéma du réel - International Documentary Film Festival in Paris and an International Documentary Festival in Munich. One of the biggest and most prestigious festivals is the Sundance Film Festival in Utah, US which is the largest independent film festival in the US.
When considering place for my film workshops I would approach community centres and town halls such as Hebden Bridge's new Town Hall, to use their facilities as a base but in the long term I would like to use my own studio facility.
Based on the principles that have been introduced in lecture 2 of the Enterprise module, investigate where your potential clients are located.
Where are my potential clients located?
Or
What media do my potential clients use?
What do you need to communicate and how does it match what your clients need?
It is essential that you make references to ‘PEST analysis’ and ‘Segmentation analysis’ which formed the core learning of your second Enterprise Lecture.
ANSWER 2
My major UK clients are the BBC, ITV, Channel 4 and British Sky Broadcasting and my major European clients are MTV Networks Europe & Discovery Networks Europe but many of the UK networks also supply to Europe. The majority of these networks are based in London but have regional offices in major cities close to me such as Leeds and Manchester. The BBC is also relocating many of its departments to Salford in Manchester which will make communication with them even easier. Other non TV network clients include schools that require educational documentaries such as sex education, drug and alcohol awareness. Government awareness campaigns and Police campaigns e.g drink and drive etc
P.E.S.T analysis -
Political -
Political governments and laws in different countries will have an affect on the success of documentary film as the subjects I choose may not be relevant, appropriate or even legal in some countries.
When I'm shooting film I need to take into consideration that different locations will have different Health & Safety laws that may restrict what and how I can film.
By being a resident in the UK and producing feature length documentary film I'm eligible to receive funding from the The British Film Council but I will also need a UK distributor and international sales agent.
The current economic decline or 'credit crunch' has had an effect on the film industry and even more so the independent film industry. This is due to the fact that people aren't willing to spend as much on entertainment such as film and are choosing to switch to digital means and find it for free online. This digital age of media being readily available on the internet is fighting a battle with film as people's attention spans and patience get shorter so the future for film seems unsure if people aren't willing to watch a 120min film no more.
For independent film makers they have to prove themselves far more as they haven't got the distribution, cast and reputation power of big production companies so distributors may choose not to produce them as they will cost sometimes just as much in marketing as a big budget film but without the assurance of success. However the economy being tight leads to the good stuff rising to the top which could lead to a need for higher quality programming in the future.
Sociological -
Ethically my audience expects from my documentary filmtruthfulness, not lies or distortion, even when the film is committed to high ideals and values. Propaganda is over the line. The documentary may be engaged and enthusiastic, but should be open about its preferences, sympathies and presuppositions. "Neutrality" or "objectivity" should be understood as problematic, but a well-balanced view is welcomed. The film may reflect its own intervening and perhaps ethically problematic role in relation to participants and general context. Carefulness, but also boldness in addressing tabooed subjects. (Henrik Juel)
New media's such as Windows Media 9 are opening up new distribution opportunities for the film industry. In order to take advantage of these new opportunities the film industry requires the ability to secure valuable assets, deliver them to customers and ensure a high quality playback experience on par with other playback options such as watching a DVD in a home theater or a pay-per-view movie on cable. Technology such as Windows Media 9 Series is being developed to meet those requirements and open up new distribution options.
One interesting development in technology was an ability for the audience to censor a film that they are watching in their own home. Two companies based in the US called Trilogy Studios and ClearPlay allow this software to be downloadable from the internet and then when the user connects their computer to their DVD player, the software skips over scenes of graphic sex and violence and mutes obscenities during playback.
This could be of great use in documentary film, as when you are documenting reality, scenes of violence and obscenities can sometimes be unavoidable and sometimes the most compelling part of a documentary but some parents believe that this is not always suitable for younger eyes and ears to listen to or see yet they may feel that their children will still benefit from watching the film as they may believe they can be educated by documentary film. Then of course there is the argument that you are no longer representing reality and telling a truthful story but at least this allows documentary film to reach a wider audience and spread its message.
Based on the principles that have been introduced in lecture 1 of the Enterprise module, investigate who you are as a creative in relation to who is out there looking for creative talent.
What skills do you have and who needs them?
or
What skills are needed and how do you go about developing them?
What are your professional/creative aims and how do they relate to the needs of the world at large?
It is essential that you make references to the 4 Ps which formed the core learning of your first Enterprise Lecture. This is an exercise in applying that theory – it is not appropriate to write about the theory itself. Demonstrate your understanding of it by actually using it.
ANSWER 1
I believe my skills are listening, diplomacy and conscientiousness many skills that I would say go in to making a good documentary. But all of which and more need to be built upon and to do this I need as much experience as I can get.
My service is documentary film and to make a good documentary I need skills such as great organisation, being prepared for the unexpected, able to sell my idea to a client and the team I work with, an ability to make interviewee's feel comfortable and most importantly engaging an audience. What could help is getting work placements at successful production companies and learn these sorts of skills from the more experienced on the job but these sorts of skills come with time and can't always be taught so I have to be willing to teach myself.
Whats important to me is that in most documentaries the narrator, interviewer or director does not preach the message that they are trying to get across to me but leaves a gap for my own critical thinking. I think this relates to the world as a whole where people generally appreciate the idea of being given the chance to make up their own minds on society, environmental and political issues rather than being told.
Someone who does this well is Louis Theroux;
And someone who is far more subjective is Michael Moore;
My service is to create truthful, thought provoking documentaries that allow the viewer to be emotionally provoked to have their mindset opened to new cultures, beliefs and ideas so that they can gage their own opinions on fact and not fiction. These are the documentaries that I find most effective and there aren't that many that have done it successfully.
Everybody likes to get a message across but not everyone likes to be preached at so by leading an audience into coming to their own conclusion they feel like they have the upper hand and the knowledge to have worked something out for themselves, as there are far too many types of negative media influencing society and I would like to change that.
The way I'd go about promotion is by enabling my product to be viewed and to influence as many people as possible. I could have the luck of a viral low budget film being internationally recognised through social sites such as YouTube, enter it into film festivals and various competitions or approach successfully recognised companies such as the BBC with my documentary pitch.
When considering the 4 P's, Price and Place are vague one's to discuss with Film documentary as the Price depends on many factors and the Place could be a make shift studio in your spare room or on top of a mountain in Japan.
The Price of a film depends on either how much finance you personally have to work with and/or how much someone is willing to invest in your film. You then can licence your film to a distributing company who will hopefully then do most of the promotion for you. You then have to make sure that the Price you licence it for covers the cost of your production and leaves you some profit to carry on with your next bigger and better project.
I found a daily rate production card from a successful video production company that will help me develop my own rate card, however this company has been around for over 30 years and I'm sure their prices have increased with their experience so I will reduce my rates to match my experience.
This involves adding a fixed percentage to my production costs but as it is difficult to estimate my costs I have based my rates between the minimum set by the Broadcasting Entertainment Cinematograph & Theatre Union and an established production company’s rate card called TFGTV.
For instance I will pay a single camera operator for a 10 hour day the minimum rate of £310 I will then add on 20% to include cost of equipment and another 20% for profit which would give me a total charge to my client of £434.00
Another form of pricing strategy I will use is tendering as most large clients such as the BBC and ITV operate on a tendering system. Tenders are offers made by suppliers concerning the price and terms and conditions of supply. The tender offered is never usually set in stone however and negotiation will be made between the client and supplier to finalise the terms of the deal so here the percentage of profit I add on could be in negotiation.
However, unless my client has a strict budget to work to, the price should not be that important to them as what should be most important is the concept that I’m supplying them so I should be awarded a contract initially on my concept and secondly on price.
When considering Place, as long as I am willing to travel, anywhere goes as a documentary can take place anywhere in the world but I would want my base to be within travelling distance of places to gather equipment, my camera crew and be close enough to arrange last minute appointments with production companies and investors all of which are generally situated in major cites such as the UK; London, Manchester, Leeds and on a more global scale; Paris, Hollywood and Bollywood. I don't initially intend to have a studio base as I don't believe it to be necessary when starting out but this is something I would definitely plan for in say 2 - 3 years. My base for meetings with my director and crew will be in my own home which currently is strategically located 20 miles equally to major cities such as Manchester and Leeds but meetings could take place effectively anywhere thats suitable for a group briefing and discussions as the freelancers carrying out the post production will do this from their own home.
I had vaguely heard of the word 'blog' before and imagined people with a little too much time on their hands living their second lives through the www, waffling away thinking that the rest of the world is interested?
As it goes, I'm quite warming to the concept...
