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Marketing of post production Studio

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Parth MehtaMarketing of post production Studio
by on Feb 27, 2015 at 5:59:35 am

Hello Team,

Greetings of the day!!!

Before posting my query let me give you a snapshot about myself.I was working into Sales & Marketing in an IT firm for 2 years, use to sell ERP software for all verticals.
Last Year my dad decided to set up a post production studio for TV Commercials.He is one of the investor and has no knowledge about this vertical.
The studio is driven by one of our working partner who is'nt technically sound but has deployed best technician to get the work done.
My dad wants me to join the studio, wants me to execute my marketing skills in the studio.
Sadly I have no knowledge about this vertical.
Kindly help me how should I build relationship with the clients & get business for the studio.

P.S: My working partner doesnt like my presence, so he wont mentor me.

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Tom SeftonRe: Marketing of post production Studio
by on Feb 27, 2015 at 6:55:35 am

So you and your father have no experience in post production, your business partner has none either and won't mentor you because you don't have a good relationship, and you are employing one specialist to do all the work? Is this right?

Co-owner at Pollen Studio

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Parth MehtaRe: Marketing of post production Studio
by on Feb 27, 2015 at 7:28:24 am
Last Edited By Parth Mehta on Feb 27, 2015 at 7:33:30 am

Hi Tom,

Hope you are fine.

Thanks for the reply.

We have recruited technicians who have an experience of more than a decade.
Our CG Supervisor has worked for Prime Focus, Pixion, Reliance.Our VFX head has a domain expertise of 18 years, so its like the team is well versed with everything, only the partners does'nt have domain knowledge(except the working partner).
I am 24, so may be I can easily grasp things, have an urge to learn and have a passion to be an valuable asset to our business.
Since I am a nescient in this vertical, so I need a roadmap which can help me in this journey.

Your advice will be highly appreciable.


Parth Mehta

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Mads Nybo JørgensenRe: Marketing of post production Studio
by on Feb 27, 2015 at 9:20:47 am

Hey Parth,

I am with Tom on this; if you and your "working partner" cannot work together, then your business is doomed.

You guys need to sit down and sort out your (his?) differences. Or your dad needs a new partner(s).

Now, when that is said:
There are a huge difference in selling software to that of creative services. You need to go and wine and dine directors and producers of TV commercials + have the best showreel + the best rates in town. Giving free services for test-commercials / new directors short films etc. This is very expensive and requires deep pockets of the investor, and will in all likelihood never make the investment back - that was the blunt version.

However, if you can become a preferred supplier or "in-house" facility to production companies, then you may have a chance.

Do remember that the money is not necessarily made on editing, sound mixing and visual effects, but could be in on-location data-wrangling, managing project & data, reversioning, distribution and archiving.

Hope that this helps?

All the Best

@madsvid, London, UK
Check out my other hangouts:
Twitter: @madsvid

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Parth MehtaRe: Marketing of post production Studio
by on Feb 27, 2015 at 2:32:48 pm

Hey Jorgensen,

Thanx for the revert.

I dont have any issues with the working partner. Currently he is heading the studio, the reason for him not liking me is my decision to leave my job and join the studio. Actually he doesnt want me to know the intricacies of the studio, because then I'll be giving him a tough competition and may be would be questioning his every action, which my dad doesnt do, though being the investor, since he has no clue about this industry.
He doesnt like me jelling up with the team and asking them too many questions related to the vertical.

Parth Mehta

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Mark SuszkoRe: Marketing of post production Studio
by on Feb 27, 2015 at 3:31:32 pm

Parth, you story is kind of strange, in that it more or less runs backwards, compared to how people normally approach this as a career. You also have the problem of people not taking you seriously, or being bitter, because you got the job thru family connection, not merit. In the technical an artistic domains, respect of your co-workers is based on merit, on what you prove you can do. So I applaud your desire to rapidly learn the business and get some real-world experience. Book yourself into the edit suite as if you yourself were a client, and work with your people on a made-up project, just so you can see them go thru all the typical functions and have them let you actually push some of the buttons here and there. The point is not to instantly master everything, but to learn and understand about the PROCESS, and about how time-intensive certain processes can be, like building a graphic, sweetening audio that's got problems, doing color-correction,building effects, etc. Keep a clock running on how long you take to get your fake project done. A little diary or notebook might help. This will also help build rapport with the workers, if they see management is interested in how they do what they do.

Let me tell you, from experience watching it from a near distance, it is very hard for a manager with zero background in the business to successfully run this kind of an operation, without just getting in the way of everything. From a management perspective, the best thing you could do is hire really great people, create supportive conditions for them to work in (Physical equipment and software resources), and then get out of their way and let them do their best.

From a marketing aspect, you might not need to know how to work every piece of gear in the shop, but you have to understand in general what they do, and what their limits are, so you're not over-promising things to sales prospects that you can't deliver. To that end, it is useful to take your senior editor to client meetings as a silent partner, to sit in and listen to what the clients' vision is, then your editor can make suggestions to you or the group about the best, most cost-effective ways to get the goals achieved.

The second sales/ marketing problem you have, is that in many cases, the prospective clients will be looking to you to fill-in the missing "creative" aspects of the job. If this is not your strength, bring along a staff writer. Let them listen to what the client wants, and come up with the Creative Briefs. Then your job is to talk money and the "rate card" with the clients, not creative.

As to getting meetings, well, that's a salesmanship problem. You might start by attending any chamber of commerce or similar business community gatherings, and giving a presentation about your new endeavor. You could ask to shadow some radio sales executives for a day, to see how they do it. If you know the computer software market, use those contacts to get into "pitch meetings" to propose sales or training videos for some of these software products. Then branch out to manufacturing companies and distributorships.

One thing I would advise you NOT to do, is give away completely free samples or perform free work for clients, right out of the box. You can work on what are called "spec spots"; that is, spots done by you, as demonstrations, for a client you don't yet have... but always charge at least what the production costs were, and preferably more, if they like the spot.

An area where your company can start making a mark would be to generate public service announcements for local charities and benevolent organizations. Make a few of these as a demonstration reel, see if you can enter any of them in local or regional awards contests, and thus, generate some publicity for the company. I assure you, telling your editors to "go wild" and flex their creativity, without restriction, to make some great, award-worthy PSA's, will get their attention and inspire them to push their own boundaries. Then you'll begin to have product you can show to prospective customers, and the sales job will get a little easier.

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Parth MehtaRe: Marketing of post production Studio
by on Feb 27, 2015 at 4:02:05 pm

Hey Mark,

Greetings of the day!!!

You have addressed all the issues in a very precise manner.My most of the queries have been answered. Thanks a lot for your piece of advice.
Thanks again for your valuable time & efforts.Highly Appreciable.

Parth Mehta

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