Market Research

Product market; Competition; Competitor Analysis; Advertising Placement; Advertising Effectiveness.

Product Market:

Product research is a helpful technique that informs us with the audience’s thoughts and opinions.  It’s about identifying key issues and avoid expensive mistakes. Market research is what already exist and how I compete with it. The purpose of product marketing is to comprehend your client’s need and opinions as well as making your items open for your customers. You can also use Q&A’s, graphs and surveys to help enhance your product and fully understand customers, fulfil their needs as it makes them upbeat. The same goes for when deciding the name of film. Product market is vital on the grounds as it allows you to locate an exceptional selling point.

Film Names:

·        Hoop Dreams

·        Incognito

·        Gone With the Wind

·        Sheer

·        DiscrimiNation

Which name would attract you to see the documentary more?

Film Names	Tally
Hoop Dreams	0
Incognito	II
Gone With the Wind	I
Sheer	I
DiscrimiNation	III

After conducting a vote for which name would attract the audience to see the documentary more, majority of the audience preferred the name ‘DiscrimiNation’. Majority of the people chose my film titles out of the 3 that was already film titles for a discrimination based documentary.

 Smart marketers employ some form of competitive research in an effort to better understand what products and services, pricing models and value propositions they are up against. How this might look:

Competition:

I need to comprehend my rivals and enhance my work in order to fight against them and stay in the game. Shows like ‘Educating Essex’ (Channel 4) gives me an insight of teenagers and what goes in their mind. It’s in a documentary style so it allows us to get close to kids in school and understand how they see the world. By doing this it allows the audience relate to the individuals they are documenting about. I shall try and follow the same footsteps, but of course with a different approach.

Things we do that they don’t	We will be showing the regional outlook rather than a national outlook. This would mean that my documentary would be more in detail and in depth as we know the place where we are going to shoot inside out. And based on the fact that our film is going to be produced from a small budget we will be having the privilege to explore our locations for a lengthier duration than professional directors would normally would. This is due to the fact that we have a limited amount of locations that we will or could use in our film based.
Things we do better than them	The things that we would do better than professionals is that we would portray teenagers in a more naturalistic way, based on the fact that we are in that specific age group and we understand/relate more to the “generic conventions” that people tend to follow.
Things we do equally well	We will be portraying the typical phases of what teenagers go through, but expressing it in a different style. The visual of our film will be the same as it would acquire the typical generic conventions that documentaries tend to obtain. Meaning that even though our film will be based on a small budget, and that we will be using cameras that do not purchase the same qualities as a camera from a higher budget film/documentary, we would still be sharing the same outlook.
Things they do better than us	They probably have more experience so they would naturally know more about the cinematography field. And they will utilize special techniques that we haven’t been exposed to.
Things they do that we don’t	Budget is the major difference between a professional and an amateur director. We wouldn’t have the same privilege or the options that a professional director would have for his/her film. Budget affects everything when making a movie. For instance, crew, we wouldn’t be able to have the same crew as they would for a feature film based on the fact that our film is based on a low budget meaning that we would not be needing any of the higher technicians. Locations, settings, based on our budget we don’t have the privilege to explore. We would just have to adjust with what is available and suitable for my documentary.

Advertising Placement:

Sports Direct is a brand that most teenagers are into. However, as it is a well-known brand I would need to get special permission and have to expand my budget in order to pay for it to be in my documentary. Therefore, in order to solve the problem I would opt out for a local product that fits my budget. This is effective as it would be recognised by everyone in Banstead, making my documentary popular. Areas in Banstead that is small and won’t be affected from the product placement, for instance the lavender fields and the J. Golding local shop. In addition to this, in order to publicise my documentary I can air it on a public service broadcasting channel, which is free and easy to access.

Advertising Effectiveness:

Nielsen Advertising Effectiveness

I am directing a documentary that is based on discrimination, and in order for my film to be recognised I am studying the effectiveness of advertising as it is a key element for films that come under any types of genre to be recognised by people who are attracted to specific genres. The Nielsen Advertising Effectiveness theory states that the way to succeed is known “who it’s reaching, how it’s resonating, and consumers’ reaction—across screens.” Films that fall under the genre of documentary, social-realism tend to be less favourable or don’t really get recognised due to its popularity within the viewers, new comers (talents), and budget and sometimes due to seasonal film genres. Making my popular can be done by utilizing social media, as it has the ability to reach out to a vast number of people, and the fact that it is free helps me save money.