Monday, October 6, 2008
Actor Marketing 101
Thank you class, let's all take our seats. Welcome to Actor Marketing 101, I am your professor Sean Pratt. Though I'm not a real professor, I have played one on TV so I know a little bit about how to give a lecture and write on a chalkboard. Our class today will focus on giving you a working definition of what Marketing is. So, let's begin.
The word "Marketing" is a verb meaning the total of activities involved in creating a unique product or service and transferring it from the producer or seller to the consumer or buyer, including advertising, shipping, storing and selling. The important part of this definition is the phrase "total of activities"; it is a three part process. Part one, is to take the product/service and discover the attributes that separate it from its competitors; i.e. - What makes it unique and different? Once you have found or created these product/service differences, you must be able to show and demonstrate them in some way, which in turn becomes your credentials...that's part two. Third, you must take those differentiating ideas and turn them into a coherent, easy to understand message that you can then use as the basis of your advertising campaigns. That's the explanation of Marketing using "Business Speak". Okay, now un-glaze your eyes because I'm going to make it relevant to actors.
"Actor Marketing" is a verb meaning the total of activities involved in creating your unique abilities as a performer and then through auditioning, getting someone in the BIZ to hire you for a project. The important part of this definition is the phrase "total of activities"; it is a three part process. Part one, is discovering which talents are your strongest and what your "essence" is and how that is viewed by the industry. Do you have a flair for comedy? Can you swordfight? Are you a great dancer? These are your talents. For those of you who missed my workshop on "essence"; briefly, it is the combination of your physical characteristics, personality, and vibe. Your vibe is the emotional energy you give off to other people and the feelings they have in response to it.
Once you've got a grasp on what your talents and essence are, you must be able to demonstrate them to the Agent, Director, etc., in the audition and/or highlight them on your Picture and Resume, along with any other marketing materials. That is part two. Finally, using the elements that make you unique, you must create a simple and coherent "message" that will be used in all of your advertising campaigns. For example, if you know that part of your "essence" is that of the young, sweet, innocent ingenue, think Juliet, then your headshot must reflect that image. If it doesn't, if your picture is too sexy or overly dramatic, then it confuses the viewer. They are getting a mixed message. Likewise, if you haven't highlighted those credits on your resume that reinforce your "essence", if your credits are just placed there with no emphasis at all, then the reader will not have a clear understanding of who you are and what you can do.
Does this sound a little like "Type-casting"? Well, to a certain degree it is, but get over it! If you don't differentiate yourself, your product/service, from all the other actors out there, then you become nothing more than a commodity in the minds of the people doing the hiring. And when that happens, all they're looking at is price; who can they hire for the least amount. In our next class I'll tell you why it is so important to an Actor and their success or failure in the BIZ. Please listen carefully as there may be a pop quiz at the end of the class.
"Because the purpose of business is to create a customer, the business has two - and only two - basic functions: Marketing and Innovation. Marketing and innovation produce results. They are the distinguishing, unique function of the business." - Peter Drucker
The word "Marketing" is a verb meaning the total of activities involved in creating a unique product or service and transferring it from the producer or seller to the consumer or buyer, including advertising, shipping, storing and selling. The important part of this definition is the phrase "total of activities"; it is a three part process. Part one, is to take the product/service and discover the attributes that separate it from its competitors; i.e. - What makes it unique and different? Once you have found or created these product/service differences, you must be able to show and demonstrate them in some way, which in turn becomes your credentials...that's part two. Third, you must take those differentiating ideas and turn them into a coherent, easy to understand message that you can then use as the basis of your advertising campaigns. That's the explanation of Marketing using "Business Speak". Okay, now un-glaze your eyes because I'm going to make it relevant to actors.
"Actor Marketing" is a verb meaning the total of activities involved in creating your unique abilities as a performer and then through auditioning, getting someone in the BIZ to hire you for a project. The important part of this definition is the phrase "total of activities"; it is a three part process. Part one, is discovering which talents are your strongest and what your "essence" is and how that is viewed by the industry. Do you have a flair for comedy? Can you swordfight? Are you a great dancer? These are your talents. For those of you who missed my workshop on "essence"; briefly, it is the combination of your physical characteristics, personality, and vibe. Your vibe is the emotional energy you give off to other people and the feelings they have in response to it.
Once you've got a grasp on what your talents and essence are, you must be able to demonstrate them to the Agent, Director, etc., in the audition and/or highlight them on your Picture and Resume, along with any other marketing materials. That is part two. Finally, using the elements that make you unique, you must create a simple and coherent "message" that will be used in all of your advertising campaigns. For example, if you know that part of your "essence" is that of the young, sweet, innocent ingenue, think Juliet, then your headshot must reflect that image. If it doesn't, if your picture is too sexy or overly dramatic, then it confuses the viewer. They are getting a mixed message. Likewise, if you haven't highlighted those credits on your resume that reinforce your "essence", if your credits are just placed there with no emphasis at all, then the reader will not have a clear understanding of who you are and what you can do.
Does this sound a little like "Type-casting"? Well, to a certain degree it is, but get over it! If you don't differentiate yourself, your product/service, from all the other actors out there, then you become nothing more than a commodity in the minds of the people doing the hiring. And when that happens, all they're looking at is price; who can they hire for the least amount. In our next class I'll tell you why it is so important to an Actor and their success or failure in the BIZ. Please listen carefully as there may be a pop quiz at the end of the class.
"Because the purpose of business is to create a customer, the business has two - and only two - basic functions: Marketing and Innovation. Marketing and innovation produce results. They are the distinguishing, unique function of the business." - Peter Drucker
