Tv Trailer
I have chosen to advertise using a TV trailer, as I feel this is one of the best ways to market specifically to a target audience. This not only ensures that those who see the advertisement are interested in watching TV programs, but depending on the time the ad is broadcast we could ensure that it is seen by those interested in similar shows, and so build up a fan base from those who are already fans of similar shows. The statistics also show that 56% of people feel that TV adverts are the most impactful to them, and so we should market to this majority. This is a format already widely used by the BBC who often feature multiple ads on the run up to the release of a new show. This medium is suitable for my target demographic of 15-21 year olds, as they often watch shows they like the moment that they air, and so are less likely to be able to skip the ad which makes them more likely to be made aware of and become interested in the new drama. This audience also often uses this medium in order to find new shows to watch, and so are more receptive to this form of advertising.
An example of another television series which used Video advertising is The Bear, which trailer was able to reach 1.3 million views on YouTube, successfully spreading awareness of the existence of a new media property.
Radio Trailer
I have also chosen to create a radio trailer in order to aid with the marketing of my new show, as I feel this is one of the ways to instantly inform a very large amount of people about the show’s existence, due to the large base of people who listen to the radio on their way to work or school. According to the above survey, BBC radio reaches 34.8 Million people every week, and so taking advantage of this large amount of listeners will be crucial in getting our show recognised on a wide scale. This is also a strategy which has worked well for BBC in the past, as not only does it allow them to cross promote their various products, but the radio presenters also provide free advertising by showing their support to the show in a more friendly recommendation, rather than the more abrasive orders of most advertising. This medium may not be as suitable to 15-21 year olds as this age demographic does not listen to the radio as often, but this will increase the broader cultural knowledge of the show, which is likely to inform our target audience through cultural osmosis.
Although not used as often by younger generations, this medium is suitable for my younger target audience as they often listen to radio on their trips to or from work or school, and so are likely to be reached by the trailer multiple times. I also could try to reach audiences who are fans of detective dramas by advertising on stations which broadcast media similar to this, such as those that broadcast detective radio plays.
An example of a successful recent radio trailer is the trailer for The Star Beast, which is the most recent doctor who episode. This trailer is successful as it is able to quickly recap past events and explain the plot of the episode, whilst still being able to keep the mystery of the episodes plot events and ending.
Poster
Thirdly, I have chosen to create a physical print advertisement, which will be used for Buses, posters and other individual print use. I feel that through this, I will be able to create an image, main character and title which becomes iconic, increasing how well known the show is before its premiere. Print media has been seen to be one of the forms of advertising which people are most receptive to, as the statistics show that 82% of consumers trust print media when deciding to purchase something. This means that by using this, I can not only inform people of the show but also convince them to tune in for the premiere. This is a strategy often used by the BBC, who not only put these posters on the sides of busses, so that people passively take them in during their day to day lives, but also sell these posters to fans of the show, further increasing the shows profit and cultural relevance. This medium is suitable for a 15-21 year old target audience, specifically those who are still students or in employment, as they are most likely to see advertisements on buses every day, and so they will gradually become more aware of the shows existence and become interested in watching it. This generation also often uses posters as decoration, and so often go looking for posters which interest them or are visually striking to them, making this part of the campaign appeal specifically to my target audience.
A famous example of a TV poster is the poster for the TV adaptation of Watchmen, which is able to both utilise the iconography of the original comic whilst also revealing one of the shows new characters, cementing them as a part of the universe.
Social Media Posts
Finally, I have chosen to market my TV show through the use of an extensive social media campaign (using twitter, instagram and Gifs) which I feel will market specifically towards our younger age bracket, who often use social media extensively, as well as increasing the chance that the show will "go viral" or become popular. The bar graph shows here that social media promoted posts is the highest ranked form of advertising by respondents, showing how important this aspect is in making the show be easily and repeatedly advertised to a large amount of viewers. The use of social media is a strategy which has been used increasingly by the BBC recently, who often use it to upload clips and promote fan discussion, which increases peoples excitement for the next episode as well as their sense of community with other fans. This medium is incredibly suitable for a 15-21 year old audience, who spend a large amount of time online, and so are incredibly likely to find the show and decide upon if they would enjoy it, as well as the internet giving them a place to create a fandom, which has the potential to propel a show into world-famous stardom. This part of the campaign will appeal to this audience because the use of popular trends encourages discussion and repitition, which younger audiences enjoy doing with shows that they are fans of.
A final piece of media which was successfully able to use social media in its campaign is Pretty Little Liars, which often uses social media to advertise upcoming series and episodes before they release.
Finally, I have chosen to market my TV show through the use of an extensive social media campaign (using twitter, instagram and Gifs) which I feel will market specifically towards our younger age bracket, who often use social media extensively, as well as increasing the chance that the show will "go viral" or become popular. The bar graph shows here that social media promoted posts is the highest ranked form of advertising by respondents, showing how important this aspect is in making the show be easily and repeatedly advertised to a large amount of viewers. The use of social media is a strategy which has been used increasingly by the BBC recently, who often use it to upload clips and promote fan discussion, which increases peoples excitement for the next episode as well as their sense of community with other fans. This medium is incredibly suitable for a 15-21 year old audience, who spend a large amount of time online, and so are incredibly likely to find the show and decide upon if they would enjoy it, as well as the internet giving them a place to create a fandom, which has the potential to propel a show into world-famous stardom. This part of the campaign will appeal to this audience because the use of popular trends encourages discussion and repitition, which younger audiences enjoy doing with shows that they are fans of.
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