Shoot to Sell

Chapter 32Introduction to Marketing

The Five “P”s of Marketing

Chapter Objectives

• Understand what marketing is and how it guides the product development process.
• Understand why you need to be thinking about marketing throughout the video production process.
• Learn about the types of marketing activities you can use.
• Discover the key marketing variables you will be deciding on in your marketing mix.

Importance of Marketing

Here we are at the transition from producing and distributing your video to sales for the rest of this book, which is all about marketing. Marketing is what stops a lot of people from producing their own SIVs. They have the ideas, they know how to produce them, they just can’t figure out marketing. These next few chapters ...