Video Production - STOP Using Hope Marketing For Your Filmmaking

Hey guys, Clarke Scott from Next Level Filmmaking here. And so, in this video, I wanted to talk about screen grabs and Hope Marketing and what I call "dude with a camera" marketing. And by dude with a camera marketing, I'm not excluding anyone, I'm including everyone just for those who may get offended by the word "dude." And so, Hope Marketing really is, as I've said in a previous video, is about using business tactics, or using social media platforms to put out content in the hope that somehow that will get us business. I feel like the ship on the Muppet's. Ar-be-dar-be-dar. He was, maybe that's racist. It would probably be viewed racist now by certain groups. Anyway, enough of that. Screen grabs are nothing more than Hope Marketing. Hope marketing, as we defined previously, is relying on business tactics that are essentially free, that enable us to get, actually, I'll push back on myself here because the free bit's not the problem. The problem is relying on tactics without using strategy, yeah using tactics without being very strategic about those tactics. So, placing screen grabs on the social media, photo shoots, BTS, that kind of stuff on social media without strategy. So that's a tactic, right?

To use that tactic without strategy, is where it turns from being very good, potentially very good business operations through to something that is nothing more than hope marketing. So, the classic example of this is screen grabs. So, let's look at the reason why that may not be the best thing to do. First of all, we've got to remember who it is that we are, who we are marketing to. So I we are a director, a shooter, a one-man band, or you have a production company that's going to direct a brand, or going anywhere, the first thing you need to do is really work out who it is that you're marketing to. So if you're marketing to other filmmakers, it makes sense to do screen grabs off stuff that was shot and then to hashtag it in order to try and get it in front of those directors. So, if you're a DP, and you want to work with a particular director, and they like to shoot and use DP's that have a certain kind of aesthetic, and you believe that your aesthetic is similar to their aesthetic, then it makes sense. 

But most people, most filmmakers, are not really marketing towards other filmmakers. I've done that in the past and it essentially doesn't work. However, it can work and so it gives the slight illusion that it is a good tactic, a good strategy, this tactic is a good strategy to use, in order to get more work, and therefore it then kind of turns dysfunctional, into nothing more than hope marketing. The screen grab itself is fundamentally not the problem. If you're going direct to brand, the person who you are marketing to is a business owner. They're not likely at all to be looking at screen grabs. But they may be looking at screen grabs for a particular, as an example, they might not be looking at the lighting in the screen grab, but they may be looking at the content of the screen grab, or if you're doing some behind the scenes, and you're in a particular market, then they may be looking at that as opposed to the setup. If you're marketing towards a filmmaker, then the setup may be really important.

Screen grabs, blogging photo shoots, blogging video shoots, behind the scenes material is, particularly if you're spending a lot of time doing it, then it is nothing more than hope marketing. You are relying on something that may or may not translate into more business. And you are absolutely hoping that that's the case. That's the reason why you're doing it. And so, fundamentally what I want you to do, if you can, is just recognise the pain inherent in relying on hope in order to run a business. It's no way to run a business. You can't scale a business based on hoping that you'll get work. Hoping that stuff will happen. It has to be very thought through, very strategic, it has to be a method behind it, basically.

So, this also goes into fundamentally when you're marketing in this kind of model, it is what I call "dude with a camera marketing." Now, dude with a camera marketing doesn't exclude anyone. It's for dudes and dudettes, if you like and it's for everyone. So, dude with a camera marketing is essentially this. When you walk into a business, and your marketing is boiled down to, and I'm going to caricature it, the reason why I can do that with respect is because I did this for a long, way too long. Your marketing can boil down to, "Hi, I'm a dude with a camera, would you like a video?" If you go into a business under that pretext, that is the context in which you start that relationship. Then you have fundamentally undermined your position from the get-go. You are nothing more than a dude with a camera, who does videos.

The problem with that is that there is lots of dudes with camera's and dudettes. There's lots of people all shooting, they all have access to amazing gear. I watched a video recently where it was a comparison video and I want to say, the new RED Gemini looks pretty amazing, I've gotta say. It looks pretty amazing. But I'm not talking, so what am I talking about here. I'm talking about a comparison, sorry. What just popped into my mind? Oh my God, Clarke. So, on the catch with Clarke, as I said before, and it's kind of, I like the fact that I can just talk and be myself. I mean sometimes you'll see, one thread will do that and all of a sudden there's two threads going on. So the first one was, I saw a comparison video of various RED cameras and including the new Gemini. For how I also work. And I like [Dakamudi 00:06:41], so being able to pump and just increase game, increase ISO, so allows me more scope and sometimes, particularly if you really push the Alexa, the older one in particular, in the high ISO's, there's something magical about that camera. 

However, so, what I was going to say was, I saw a comparison video of Sony A7S3 and the Alexa. Once graded, there's obviously ergonomically there is a massive difference between the two. You can't take a small tiny little camera onto a big production but the quality of the image on the internet at least, they were similar. I could see the difference, no doubt, but they were similar. A business owner will not see the difference. So, I've got no idea what I was talking about then. Dude with a camera, so, dude with a camera means that you are basically putting yourself in a position where someone with an A7S can come in and potentially do, from their perspective, from the business owner's perspective, they can do something that is very similar to what we can do on a high end camera. So why would they pay for that when they can they get that. Why would they pay for high end when they can get low end. They don't see it as low end, right? They see it as videos a commodity, why would I pay this amount of money when I can get it for half that because some young bloke wants to break in and wants to create a reel. 

So, dude with a camera marketing, when you place yourself within the context of dude with a camera marketing, hi, I'm a dude with a camera, would you like a video? That's what you're doing. You are fundamentally misrepresenting the potential that we have as storytellers, as film makers to create value for a business owner. Through doing that, marketing yourself as a dude with a camera rather than someone that can give value to a business owner by speaking in business terms, then we are creating problems for ourselves. So as I said, the start of this video was all about screen grabs as nothing more than hope marketing. Dude with a camera marketing is nothing more than hope marketing. Yeah. So, I think that's all I wanted to say for this video. 

Yes, that is all I wanted to say for this video. So, guys try and stop the dude with a camera marketing. The way to do that is to begin to speak like, think like, this is the way I say it to my students and clients, think like a filmmaker. So when you're in a meeting, you think like a filmmaker but you're able to translate that into business on the fly so they understand it. A confused mind never buys, confused mind will not take you up on a retainer, contract because they don't see any value in it. So you need to be able to create the skill, or develop the skill of thinking like a filmmaker. So when they say, this is what we want, you're able to go, okay so I can see ... Thinking like a filmmaker, translating that into business so that they understand what it is that we do. Then you're a very different beast. That person is a very, very different beast, they're a unicorn. Someone that can do both. 

So that's all I wanted to do for this video, is say that. Chow. 

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