We worked hard on our campaign for Believe Me, and we’re really proud of the results. But, there are always some lessons to be learned. Here are 5 marketing mistakes we made on Believe Me.
1. We Played Goliath When We Were David
Obviously, we want Believe Me to reach as many people as possible. So, we asked ourselves, which movies have the largest audiences? The answer: big budget studio films with mega-million dollar advertising budgets and wide theatrical releases. Our logic was, if we model our brand after those types of films, we will clue people in that this movie is a big deal, and everyone needs to see it.
We succeeded, at least on some scale, in developing that perception. The problem is, when you look like a big budget Hollywood film, you compete against the big budget Hollywood films. Maybe some people see you as a heavyweight, but they’d rather cheer for an underdog.
The underdog factor in our story was actually an advantage, but we downplayed it. From conversations since the release, we’ve gleaned that some of our most faithful fans didn’t feel we needed their support as much, now that we were “big time.”
Hopefully, next time our story is, “in spite of the odds, we (including you) all succeeded together.” Rather than looking to the biggest campaigns as an example, it’s best to look to those that successfully targeted the specific people you’re hoping to reach, no matter the size.
Luckily, we have a good opportunity coming up to put this lesson into action. Our next big push for Believe Me is the DVD release in stores (Wal-Mart, Target, Amazon) March 3. It’s awesome our DVDs are getting such a wide release, but they won’t buy themselves. We need our followers (including you) to plan on showing your support by buying a DVD.