How do your products engage with the audience and how would they be distributed as real media products?
Website
Documentary
Poster
Conforms to conventions of Expository documentaries - makes it more familiar to audiences and appealing by using tried and tested methods
Contains factual information - educates & informs the audience (uses & gratifications theory)
Focuses on a relatable topic - everyone can engage with a documentary on diet as everyone consumes food
Subject matter is becoming more and more popular and in the mainstream - aspirers (psychographic) will be interested
Marketable to all audiences - The documentary genre is accessible by all demographics due to its nature, therefore more people will be engaged by default
How would it be distributed as a real media product?
The documentary would be released in theatres and cinemas where there is a cinema-going market (Malaysia, USA)
The documentary would also be released on Netflix and other streaming services (e.g. Amazon Prime TV) to appeal to those already owning subscriptions
A DVD and Blu-Ray release would cater to those individuals who fall outside of the two other categories (Some people in the UK, where Cinemas and Netflix are more expensive)
Through online marketing, social media viral marketing and the website as an engagement platform the documentary will be distributed online
Documentary film festivals (e.g. IDFA) allow for a public screening to niche audiences especially interested in documentaries and thus more likely to watch the film serve as distribution platforms in real life
Eye catching design stands out through use of brighter colours - would be more visible when put up
Bold main image is eye catching and also cute, which may draw more attention through emotional response
Simple layout and lack of clutter conveys basic information concisely and avoids boring viewers
Use of awards and critical acclaim pitches the documentary to the audience, making them more likely to watch due to quality assurance
Placement of website alongside poster compels viewers to take further action, increasing likelihood of them watching the documentary
How would it be distributed as a real media product?
Posters can be mass distributed around large cities, massive volume of posters increases the chances of people watching the documentary if they see it alot
Placing posters in high visibility areas - in the tube or on buses/bus stations etc. - maximises the amount of people who will see the poster and also is more likely to make people who see it frequently (e.g. commuters) more interested
Billboard poster sizes can be used to market alongside highways or in other areas to draw the most attention
Being a food documentary, advertising in malls/markets where people do their grocery shopping could engage an audience looking to change up their diet
Posters can be put up in shop windows along shopping streets to appeal to younger audiences who are more open minded and likely to watch a documentary on veganism
The web page is very easily accessible and simple to navigate through, with buttons and a navigation bar that direct you to places in and out of the site
The home page features the documentary title in large font spanning the whole screen making it instantly engaging
The website features both the poster and the documentary intro embedded, making the other products easy to view
The website has a multitude of interactive features that keep the audience engaged with the documentary and the website
Because it is a website on the internet, the website is always available to people at any time of day, from anywhere in the world meaning it can engage people from all over the planet simultaneously
How would it be distributed as a real media product?
As an online platform, social media marketing would be used to advertise the website and increase traffic
On top of social media marketing, marketing on other websites through display adverts (banner ads, pop ups etc.) would be used
Search engine marketing and optimisation would be paid for to make the website the top search result for 'veganism' and other terms, as well as to pay for people to advertise the website on their websites
Popular online influencers (youtubers, social media pages etc) with a large outreach/fan base would be paid to spread awareness of the documentary and encourage people to watch it through linking/spreading the website
Re-marketing strategies - use of cookies - will record people who clicked on the website and actively advertise to them to try and reengage their interest in the website and get them to watch the documentary