Because I am Terrible at Marketing ...

This week I watched an interview with Manager/Producer, Seth Jaret, on MyTeeVee.  He is currently focusing on New Media and creating webseries.  The whole interview is full of great information for any independent producers out there.

Throughout the interview he keeps bringing up the same thing: MARKETING.  He says marketing can be up to 2/3rds of your job as a producer.  This is something most creators forget about, because we are creators not business people.

I know this very well because I am one of those creative people lacking that business edge.  I am not a natural salesperson (I'm probably the exact opposite of "always be closing.")  It's one of the reasons why I am not great at typical networking. 

So, what do us creative-non-business-types do to get our work in front of the audiences we want?  Especially when we are low-budget producers who lack the funds for billboards and commercials?

Well, the wonderful thing about the internet is that it is very democratic.  Anyone can create something that can become a huge hit, but the downside of that is that almost anyone can create something - so how do you stand out among all the rest?

First, of course, you have to produce quality content.  But beyond that, Seth mentioned in the interview that on the internet it is often good to focus on developing work for a micro audience of really involved viewers.  After that, it's important to produce regular content to keep your audience interested. 

How do you build this micro audience?  As I said at the beginning of this, I am terrible at marketing ... so I don't have all the answers. 

I've noticed the people on Twitter who maintain a large quantity of followers tweet multiple times a day, often about the same sorts of things or at least in the same voice (for example: Patton Oswalt's tweets are comedic and the Dalai Lama is inspirational.)  On Tumblr, I've noticed the same thing.  Those who post regular content geared towards a specific theme are the ones with the most followers.

What I gather from this information is the importance of developing a brand and make sure you keep that brand clear across all your social networking sites.  And it's important to keep your followers engaged by creating new content often.

I wish I was better at selling myself since as an actor I am the product.  It's definitely something I am planning on working on more in the New Year.  Something to go on the goals list ...

How I Network

A couple months ago I got an audition for a co-star on a television drama through my agent.  Once I got there I realized that the casting assistant running the session is someone I've interned for at other offices on a number of occasions.  Now, I don't know this for sure, but I am pretty positive that the reason I got this audition was because of my relationship to the casting assistant.  While I was there I made sure to offer my intern services to the casting assistant again.

I am terrible at networking parties or those sorts of things.  Mainly because I am too busy eating whatever free food is available.  Trust me, if there is a cheese plate in a room I will probably not be more than two feet away from it the entire night.  Besides I never know what to say to anyone and generally just glue myself to the one person in the room that I already know.

Since traditional networking doesn't work for me, I've had to come up with other ways to build and form relationships.

Let's go back to this casting assistant that called me in.  My first introduction to her was when she was extras casting looking for volunteers on a ultra low budget film.  It was a project working with some cool people so I volunteered.  Months later she was casting a music video and remembered me.  It was another working for food sort of day but I was happy to come out for it.  After the music video shoot I thanked her because it was a lot of fun and asked if she ever needed interns.  She was an assistant on a show at the time and took me up on my offer.

I have auditioned for her twice since then for two separate shows and I know if there is ever any thing I'm right for she'll call me in.

But, I didn't start my relationship with her with some kind of agenda or end goal in mind.  I simply offered to help when I could.

Remember you are building relationships, it can't be only about what you can get out of it.  I always help out on my friends' short films, intern when I can, and just try to be helpful in general.  People will notice and even if it doesn't pay off immediately, it will eventually.

Does Anyone Out There Know How to Network?

I need to admit something to you guys.  I am terrible at networking; I have no idea how to go about it.  Any actor who gets an agent while working as a bartender or cast in a movie after meeting a director at a party impress me.  I'm especially terrible at parties because I tend to just stand by the food (cheese is my downfall) and find it difficult to "schmooze."

No matter how difficult it is to network, Hollywood is a people business and who you know does matter.  If schmoozing at parties isn't your thing and the idea of approaching someone at your day job with a headshot makes you feel sick to your stomach, how do you get to know the right people?

Maybe it's just the word "networking" that bothers me so much.  It just sounds disingenuous.

Quite a few actors have taken to twitter and follow directors, producers, casting people.  I don't know if this has led to any successful business relationships, but I think the key is to engage sincerely and don't try to kiss up as so many people seem to do.  Twitter may be a start, but I don't think you should let it be the only way you try to connect.

What you should be doing is making friends, not "connections" and you don't make friends by worrying about how they can help your career.  You make friends by being there when they need you.

Here are some of my ideas on non-network-networking:

• Help out at a film festival.
• Volunteer at something you feel passionate about, like at an animal shelter or Habitat for Humanity.
• When you meet a casting director at an audition or workshop, offer to be a reader for them.
• Offer to help on your friend's film sets (even if they didn't cast you.)
• Get involved in hobbies you love. 

Do you guys have any other ideas?  How have you all made contacts in the "biz?"

The truth is you never know who you might meet or where you might meet them.  So, never be afraid to say you are an actor, but remember you are a whole person with other interests and those other things may be the key to making a new friend.