Marketing Tips for Filmmakers: Part 3 of 3

Q. I can’t just sit here and wait for the phone to ring! What active steps can I take now to start marketing myself as a corporate filmmaker?

Here it is.

“Tom's Top Ten" list of marketing ideas a corporate filmmaker can implement right now.

For those just joining, see the ground rules in Part 1.

This is the third and final question...till the next batch surfaces!

1. Read “The Cluetrain Manifesto.”

It’s on-line here, for free. Or buy the real deal.

It’s the book that started it all. If marketing is about creating conversations, then learn how to create conversations about yourself. Learn how to converse digitally (from the head) and non-digitally (from the heart.)

2. Read EVERYTHING from Seth Godin. Then ACT on it.

He totally flipped my world. Still does. I bet he’ll flip yours.

a. Subscribe to Seth's RSS feed.
b. Read his books. Twice. Three times. Yes, he really is “remarkable.”
c. Check out Seth’s lenses. Study them. And then…

3. Become a Lensmaster.

A what? Seth Godin created Squidoo to help people find relevant information fast.
It’s a co-op and a community where people share their points of view on topics they are passionate about.

Creating your own lens takes a few minutes. And building a lens will help you craft your story. Want more reasons? You’ll get traffic, get discovered, create credibility. Plus, search engines love Squidoo. It’s free. It’s fast. It’s easy. It’s fun. And you can make a buck or two. How cool is that? C’mon…grab some tea and build that lens!

4. Get “sticky.”

Learn how to make your ideas stick; read “Made to Stick: Why Some Ideas Survive and Others Die.”

The business community is touting this book to be THE business book of 2000. The Heath brothers break down why some ideas “stick” and others don’t. How do they make their ideas “stick?” By using SUCCESs: Simplicity. Unexpectedness. Concreteness. Credibility. Emotions. Stories.

Read it. Use it. Anytime you are communicating.

5. Get interviewed.

Nothing like free, instant press. Then blog about it.

6. Hang with Master Storytellers.

Understand the power of story. Use it to market yourself. Slip it into your films.

Stephen Denning, Kevin Carroll, Seth Kahan and Annette Simmons are real pros.

7. Git some Gitomer!

Jeffrey Gitomer writes the neatest little books on selling. They are best-sellers, short, fun, friendly, conversational and practical.

I built a lens on Jeffrey to kick-start new readers to his material.

Need a quick selling idea? Want to try something new? Need a shot in the arm? Git some Gitomer!

8. Embrace “personal branding."

If "personal branding" is a new concept to you, then start with Tom Peters article in Fast Company.

Tom Peters' “The Brand You 50” is THE book that made you realize you were your own CEO.

Tom’s quotes are unforgettable: “Make every project a WOW! Be distinct…or extinct! “Inc. yourself. Mindset: I AM A COMPANY.”

Check out Catherine Kaputa. Rajesh Setty has a great e-book on personal branding. Don't let his title fool you...it's written for you.

Get to know their story. Their story will help your story.

9. ZAG!

…when everyone “zigs.”

This book rocks. It’s paperback. It’s cheap. Do yourself a favor…just buy the darn thing. Marty Neumeier takes you through 17 simple, easy-to-implement steps to help you differentiate from the others.

You are different, remember?

10. Your turn.

What works for you? Let me know. I’ll add it the next time ‘round.

10.5 Embrace Web 2.0

Get Stephanie Diamond's free e-book on Web 2.0 for small business.

Bonus: Write a manifesto.

There's a ton of cool manifestos circulating on the net. This manifesto, The Future of Learning by Christian Long over at Think:Lab, is clearly my favorite...by a mile.

Write your own manifesto. Give it away to everyone you know. Submit it to sites that collect manifestos. (Mine is half-way done.)

This list is intended to push how we communicate and market ourselves to the world.

I truly hope I have achieved that and you find some value amongst the various links.

---Tom

Marketing Tips for Filmmakers: Part 2 of 3

Thanks for the incredible feedback you gave me on this "Marketing for Filmmakers" mini-series.

Let’s keep the conversation going. More than three parts, if you like. Just help stoke the fires for me so we can keep it burning a bit longer. Questions are welcomed.

Oh, yeah...

Remember, I'm a filmmaker and story katalyst; not some marketing guru.

This is how I see things; it's my 'lens.' Take what works.

Here’s the second question in the series:

Q. “In starting out, is it best to use a company name or my own name?”

A. It goes back to, “What’s your story?”

Life gives you clues to tell your “story” all the time. The hard part is being awake to notice them.

But if you pay attention, you will notice the clues.

When you catch them, noodle on them. Write them down. Blog them. Share them. Ask yourself what they mean.

You are constantly “churning” your “story.” See what rises to the top.

True story.

23 years ago. I’m young, green and directing.

We’re filming a scene. It’s a corporate film. Fortune 500. 16mm. Big crew. Talent.

Enter…script problems. Which way should the actor say it? This way...or that way?

I honestly didn’t know what to do. I was absolutely stuck.

My DP put down his camera, came right up to me, barreled his eyes into mine and said, “Who are you making this film for?”

I named our client. “No,” he said.

“Yes we are,” I said. “No you’re not,” he continued.

I named the department. Again, “Nope.”

Hmmm. I named the company. “No. Keep going.”

I named the audience. “Nope.”

I’m stumped. I-am-truly-stumped.

“Then who are we making the film for?” I asked.

“You,” he said.

"Huh? Me? What on earth are you talking about?"

“Yes, you!” he said. "You are making this film for you."

I looked at that script, told the talent what to say and everything worked out fine.

I have never, ever forgotten that story. It's one of dozens.

That was the day I found my “voice.”

That was the day I was “born” a director.

That was the day I realized only one person has the entire vision in their head...beginning to end.

The same thing will happen to you. You will have a moment, a “glimpse” into your “core” being.

Those moments are gifts. They are presents from afar. Don’t write them off.

So it goes something like this for me:

Vision = “Signature” Films = Brand = Name.

I want people to identify my films as a “Tom” film...not some “disembodied corporate" name.

That’s just me.

What about you?

What is your “story?”

Listen to your heart.

It always knows.

---Tom

Marketing Tips for Filmmakers: Part 1 of 3

I was delighted to get an email from an aspiring corporate filmmaker today.

He wanted tips and advice on marketing himself. Good question.

And a good time to start a conversation.

Here are the questions:
1. What is the best way to find clients?
2. Is it best to use a company name or my own name?
3. What active steps can I take to start marketing myself?

Here’s my “angle” on marketing for filmmakers and a few ground rules:

--This was written off-the-top-of-my-head; in a few hours.
--It is incomplete.
--It will change.
--It will grow.
--I am a documentary filmmaker, not a marketing expert.
--These ideas are not for every filmmaker.
--It is a start; after writing it, I realized how much more there is to say.
--I hope to develop a wiki to create further conversations.
--Take what you like...leave the rest.

The other question I often get is:

Will I write an e-book on being a corporate filmmaker in the 21st century? Like a manual or a guide to help filmmakers market themselves effectively?

Yes…an e-book is forthcoming. Details later.

I’ll answer each question one post at a time.

OK. Let’s get going.

Q. What’s the best way to find clients?

A. “Think Digital” & “Act Analog”

Here’s the “Think Digital” part.

Start blogging.

a. You will find your “voice.”

b. It will crystallize your thoughts into meaningful messages.

c. Blogging will help you learn how to tell your “story.” Dig deep within, find out what makes you, “you.” Former Nike Master Storyteller Kevin Carroll has a great saying; “You have to do the lonely work.”

d. Writing /blogging will help develop your “brand;” it won’t “make” it. It will "extend" it. Building your brand will naturally develop over time. Brand-building does not happen overnight.

I am, at heart, a story katalyst and filmmaker, not a “brand” expert. With that said, I’ve learned a lot through the films I’ve produced for organizations that brand = what people feel/say about you.

e. Share your “story” in several places. Get it out there. Ask for feedback. Keep tweaking it till it feels "right."

f. Discover your target audience. Go after it. Writing and creating conversations will define it for you.

Is it: Manufacturing? Insurance? Retirement communities? High technology? Financial institutions? Banking?

Figure it out. Where is your passion? Can you blend your passion with your films?

I’ve been blessed producing films for almost every industry. I've filmed in almost every state. I started out producing and directing films for the financial world...nine years of it. That was my “bootcamp.” I branched out from there. The same might happen for you.

g. Eventually, with diligent and consistent effort, potential clients will find you.

Email.

Corporate films are stories that help solve problems. Business problems. That’s how you should start thinking. Connect with business people on a business level. Then connect on a “film” level. Be a “solutions-provider” first and foremost…then a filmmaker.

Now, this takes time, but figure out a way to craft a SHORT, MEMORABLE and UNEXPECTED email that ignites wonder and possibilities in the mind of the reader.

They will return your email.

Congratulations.

You have just started a conversation. That's what filmmaking is all about. That's what life is about.

Marketing. File under: Conversations.

Here's the “ACT ANALOG” part.

Use the phone.

Yup. Pick up the phone and call. It’s brutal at first.

That’s good. Now you will start realizing why you have to be different.

You are a filmmaker. You find angles for your films… camera angles and story angles.

Now it’s time to find “your” angle. What is it? How are you different from the filmmaker across town?

Through phone calling, you will start crafting your pitch. Call one person a day. Someone in the Marketing Department. That’s it. One call a day.

In a month, you’ll have 20 things to figure out about your craft that you didn’t know before; about yourself and about your value.

People will ask you questions. You won’t know the answers. Consider it a "gift." Go find the answers. Those people are helping you shape your future.

Over time, crafting your pitch will help you identify your uniqueness and your “voice.”

It’s scary, awkward and difficult.

But, necessary.

Read.

Books, that is. They power-up quickly.

Read business books in addition to film books.

Read Fast Company, Daniel Pink, Seth Godin, Tom Peters, etc.

Read marketing books and personal branding books. Don't stop reading.

Understand the business world AS WELL AS the film world.

Talk the talk…in both languages.

Oh, yeah. I almost forgot. ..

Read about quantum physics. Learn to co-create your reality. You'll never think the same again. Promise.

Remember: All it takes is ONE.

Every film effects someone.

I know this for a fact and it’s what drives me to make THE most authentic film possible for every client.

Every film you produce will effect someone. You may not hear about. Most times you won’t. That’s OK.

Just remember…your film matters. Your story matters.

---Tom

You Don't Have To Be A Rocket Scientist To Innovate

That's because you innovate, anyways. 

You just don't know HOW you innovate.

Innovation. 

10 to 1 you’re thinking, “I don’t innovate.  That’s ‘think tank’ stuff.  Other people innovate…not me.”

You’re wrong...dead wrong.

We all innovate. 

It’s not about how WELL you innovate...

...or IF you innovate.

It’s not about BEING AS innovative as somebody else.

You innovate.  Accept it.  You just don't know HOW.  There's the rub.

Innovation Styles is about HOW you innovate.  It's about knowing your preferences so you can capitalize on them.

We all have our own unique approach to meeting a creative challenge.  The trick is knowing HOW you innovate. 

After completing the IS Profile, I know how I “innovate.”  I know how my colleagues innovate. 

That’s neat because, face it…we all “bang heads” at some point with each other.  Now we know why we "bang heads."  We innovate differently. 

Now we get to “bang heads” in a more constructive and creative way.  Cool.  That just opened the door to create more neat stuff and get on with making the world a better place.  Less bickering, more creating.

You can take the Innovation Styles Profile assessment right here...free…no gimmicks, I promise.  (Feel free to share it, pass it on, whatever.)

I not only know my own style of innovating (Visioning & Exploring), I have an awareness of the other innovation styles that will generate creative ideas for the challenges I face every day.  Again, cool.

So, this past Friday afternoon, my company, which is a partner with IS, spent three hours with it's creator, William Miller.

William is the creative force behind Innovation Styles. He is internationally recognized as an expert and “guru” on creativity and innovation.  In the mid-1980's, William was head of the Innovation Management program at the the Stanford Research Institute.  In 1987, William started the Global Creativity Corporation. 

William has written several books on innovation and creativity including, “Flash of Brilliance” and “The Flash of Brilliance Workbook,"and "The Creative Edge."  Today, William is a co-founder of the Global Dharma Center.

The Innovations Styles Profile is a personal self-assessment ‘test’ that shows how you PREFER to innovate through the various “mixes” or styles of innovation.

We all innovate.  We all create.  We all solve problems and challenges.  However, you and I solve them differently.  We each have our own preference or style in approaching the same challenges.

But do you know HOW you innovate?  Do you know your style?  Do you know your team member’s styles?  Nope.  There’s the gap.  That gap is costing you time, money, resources, and who knows what else.

So, imagine integrating different styles of innovating with your team to achieve better outcomes, stronger ideas and more solutions to those challenges your customers and your boss are throwing at you every day.  This is cool stuff to have in your pocket when you need it.

Innovation Styles helps optimize your innovativeness.  It does it quickly and easily.

OK.  Here is the heart of the profile. 

Innovation Styles says we have four main ways we approach a creative challenge:
1.  Visioning:  people who have Visioning profiles like to imagine an ideal future and let long-term goals be their guide--they envision and idealize.
2.  Modifying:  people who have Modifying profiles like to refine and improve what has already been done-- they refine and optimize.
3.  Exploring:  people who have Exploring profiles like to question assumptions and discover novel possibilities--they challenge and discover.
4.  Experimenting:  the people who have Experimenting profiles like to test out various combinations of new ideas and learn from the results--they combine and test.

For example, I innovate through Visioning-Exploring. 

And my first impulse when approaching a challenge is to say:
•    “Let’s develop a clear sense of purpose and goals to approach this challenge.”
•    “Let’s challenge assumptions and see where we end up!”

Ideas that are bold, imaginative, adventurous and unique are what I thrive on.

I can generate these kinds of ideas by asking questions like:
•    What is the ideal, long-term solution?
•    What assumptions can we challenge?
•    What if we started from scratch?
•    How can we turn conventional wisdom upside down?

Here is the slick part…

When you start drilling down into this system to study your profile in depth (BTW, you gets LOTS of neat information about ALL the styles), you’ll get a complete set of tools to help you optimize your innovativeness, like:
•    What are your most effective ways to engage in innovation?
•    How do you contribute to team synergy?
•    How can you best generate innovative ideas?
•    What do you bring to developing and presenting a proposal?
•    What learning opportunities enhance your innovativeness?
•    What kinds of assignments energize your innovativeness?

I'll say it again.  You don’t have to be a rocket scientist to innovate. 

But if you innovate consciously, you might, just might, build that rocket.

---Tom 

“In Between Her Smiles, Despair Danced.”

Remember the “Six Word Story” Contest?

All the winners are located here.

Who received the “Most Enigmatic” award?

Well, um, er…that’d be...um…




Hey, Tom! What did you learn?

1. Beware! “Six word stories” are addicting.
2. “Made to Stick” integrates this concept.
3. “Six word stories” sharpen critical thinking.
4. Communicate “core” messages. Better. Faster. Easier.
5. Extra words are wasteful. Be judicious.
6. People love reading “six word stories.”

Six word posts. Brutally hard. Really.

---Tom