Promote your clients and let them tell your brands story
“There is a God and He loves me.” That’s what I’m thinking when I hang up the phone. I’m so excited, I can hardly contain myself. I had just finished editing my first documentary film, that had been produced as a pro bono piece for a humanitarian organization. I made the movie to tell their story. A distant second reason was to learn how to shot a documentary film and even further down the list, I’m thinking it’s a great piece to launch the video portion of my photography business, if I could put the story about my client front and center. The organization had covered the costs of the production and I was happy to not charge my for my filming and editing, but we had never even considered to include any money to promote their story.
However, in my mind, their story deserves to be premiered in a bigger way, than just setting up a screen in my backyard with some friends – I’m thinking a lot bigger than that–in german we have a word for that Größenwahn (loosely translated it means megalomania = the delusion about one’s importance) or in my case the delusion about how important the story is that the film is telling–but it looks like in reality it is gonna be the garden party with a couple of friends, after all it’s my first documentary film and I’ve only been doing video for 6 months when I filmed it. Before that day, I had almost given up the hope for something big and almost accepted the fact of an intimate launch party with some friends. Almost. Until I get off the phone.
Watch for opportunities to promote your client, where noone is looking
“I’m gonna be in Florida, can I come visit?” Daniel had asked me. We’ve know each other for decades and love hanging out together, although we usually live on opposite sides of the globe–we actually were in Cape Town at the same time once, but didn’t find out until weeks later – c’est la vie. Anyway, I was excited to get a chance to spend some time with my college buddy. At the same time I was curious, since he’s usually not in Florida when he comes to the States. When I inquired about the reason for the unexpected, but very welcome visit, his answer stopped me dead in my tracks: “I’m gonna be picking up the plane.”
Wait! What plane?
Turns out the plane he’s talking about, is the very one that I had flown in and filmed, while I was in Afghanistan. It’s now sitting at an airport 20 minutes from my house, waiting for a new set of engines and an avionics upgrade. “Can we do something with the plane and the movie?” was my first question to him. I’m envisioning something grandiose, like the plane parked next to a big screen that’s playing their story, like my friend Mary always says “Go big, or go home.” I like dreaming big. Remember Größenwahn? But since there’s no budget, the chances of anything happening are remote to say the least. I mean I have to find a place that’s big enough to actually pull this off and I need to be able to get the airplane to that place, if I find one. What are the chances of that happening? Slim to none.
Expect ‘No’ to be the standard answer
I call the company that’s working on the plane. They should to have the hangar, right? So I call them up and get a very nice secretary on the phone, who does a great job of not letting me even speak to her boss. Don’t get me wrong. She’s doing exactly what she is hired to do–get rid of all the crazy people. So how do you handle a polite “No“? Do (a) give up, (b) look for another location, (c) curl up in a corner and cry or (d) none of the above.
Don’t take No for the final answer
I send a nice email thanking her for her time and include a trailer for the movie. 20 minutes later my phone rings.