Devin Buttner is the CTO of Screenpush, a digital marketing agency based in Los Angeles, and may as such call himself a bonafide social media expert. In this clip he explains the process he would go through to help a filmmaker successfully market their film.
The main point Devin is trying to get across, is that you always want to start with a solid strategy. Nobody wants to pay for it (true), but everybody needs it (also true). Why would you spend your – probably pretty tight – marketing budget blindly? You wouldn’t and you shouldn’t. Your target audience may not be used to making their decisions where you think they are (on Facebook, twitter, at the grocery store), so make sure you do your research before you begin (what you think is) targeting.