We are a small production studio that just released a series of non fiction DVDs. Our target audience is guys and girls ages 17 to 26. I am currently thinking of possible advertising avenues to place our product in front of our target audience — any help or suggestions would be greatly appreciated. Our advertising budget is quite small at the moment, so the best strategy for us would be to start with inexpensive advertising and use the profits to move on to reach more people in more expensive mediums.
This is the current list I am considering:
- Nightclub/Bar Bathroom Ads
- Direct Response Infomercials, Radio Ads
- Print Ads
- Mall Kiosks
- Banner ads on social networking sites
Are we on the right track here? Are there any other possible ways to advertise in malls or nightclubs? What other ways can we reach 17 to 26 year old guys and girls?
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Jay’s Answer: I’m assuming you’ll also have a website.
If your business is local/regional, the local nightclubs, malls, etc. make sense (don’t forget movie houses). But if you’re not limited, then the internet. Don’t forget free things like press releases (if you have something newsworthy/useful), sending press kits to key media influencers, and video teasers (on video sites – make sure your teasers have your website clearly listed).
Take a compelling one minute scene from the videos, actually as many as possible, and post them on YouTube with a fadeout to your web address.
Keyword the videos so that they apply to the scene and appeal to possible searches by teens. YouTube videos can drive thousands of visitors to a website in just a few days.
The best part, the video traffic is free.