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Marketing Strategy With Youtube Commercials


It’s hard to get people to commit to a full movie right on the spot, especially since most people don’t want to watch a clip longer than 2 minutes.

A bigger issue: an 68 minute movie is too long to commit to if you know nothing about it. I’m using a youtube ad strategy to walk people into to the film, giving them a little taste over several steps to see if Master of Inventions is their cup of tea and giving them the option of seeing more.

It’s a strategy straight out of Permission Marketing. Instead of yelling WATCH THIS LONG THING YOU KNOW NOTHING ABOUT NOW!, I want to entice a wider audience. Start off with a manageable clip (5 seconds-ish) ending with a call to action if they’re interested in more. If so, the can continue down the path towards the movie, each step getting them deeper and gaining more of their attention. As important, the option to bail at any time keeps them at ease, never in fear of the hard sell.

I think most people are on the fence, easing them into Master of Inventions would be more effective, instead of demanding their devotion right off the bat.

I’ll be running ads that are only 5-second videos for various products in the film. At the end of each video is a link to watch the first 5 minutes. On the first 5 minutes is an annotation that links to the full film.

Like so:

Amazing chart, right?

I already have one set up for the bulletproof coin sorter. Check it out:

I’m betting the Singing GPS one will yield the most hits. Regardless, ads are expensive, so I will be focusing the attack on Reddit and StumbleUpon. I have a few dollars left over to do them on Youtube proper. We’ll see how well it goes and adjust accordingly.

What do you think? Any ideas for improvement? Comments? This is a work in progress so please add to the conversation.

This entry was posted on July 03rd, 2012 and is filed under film making, full length film, master of inventions, promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response or Trackback from your own site.

 
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  • http://twitter.com/somebodyfunny Somebody and Me

    Interesting strategy Joe, and is quite similar to the strategy I have used to grow the subscription base of the Somebody and Me podcast.

    As you know, I write many bad jokes a day. Something you may not know is that I write many bad jokes as comments on larger and more established podcasts/tv shows/youtube clips that fit a similar demographic and style to our podcast.

    Many of our listeners have told us they found the show through laughing at the first joke, and then diving into the FB page, twitter stream, and enjoying some of the jokes I wrote there. Only after ingesting my shenanigans in this manner were they finally willing to commit to listening to the hour long show.

    The ultimate key to growing interest in something that isn’t quick and simple, is establishing the initial response and having a good methodology/path for growing interest. It looks like you have that here, and I look forward to hearing about its successes and challenges.

    - Pat

  • http://www.joeavella.com/ joeavella

    thanks Pat!

    Yeah, I make a point to comment and engage in conversation on others blogs, FB pages, and on twitter for the same reason. It’s important to be out there and engage in the circles that share the same interests as you. It’s easy for anyone to stay in their small circle and never reach a wider audience.

    “establishing the initial response and having a good methodology/path for growing interest” Absolutely!

    -Joe

  • Ted

    Please keep doing this.

  • http://www.joeavella.com/ joeavella

    ok. Nice email.

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