Movies in Marketing, now open to all businesses

Charles Mapleston of VERSO Marketing looks at the benefits of digital technology

Hollywood reputedly spends as much money marketing a film as making it in the first place; but feature film marketing uses the scattergun approach, targeting everyone and anyone. Clearly this isn’t feasible in the business world, both financially and practically – but nor is it necessary.

A few years ago, I made a film for a British company making exotic ceramic aerospace components that was targeted at less than a dozen American executives working at Boeing and Lockheed, taking them on a virtual tour of a midlands-based factory. But it was still one hell of a challenge for the UK sales force to actually get in to see their target audience and show them the film. Today, with pretty much universal Broadband Internet access it's easy......more