ABSTRACT
The business models of studios within the independent film industry combined with the economics of advertising present a considerable challenge when attempting to financially justify the use of advertising to promote independent films. Relationship marketing focuses on audience loyalty and long-term audience engagement rather than shorter-term goals like customer acquisition and individual sales. The success of relationship marketing depends – in large part – upon the ability to maintain a large and ever-expanding database of interested audience members. Email marketing is one of the staples of independent film marketing in general and relationship and database marketing in particular. As the popularity and use of email marketing have increased, the corresponding use of direct mail has declined. With fewer competing pieces of direct mail being sent, the effectiveness of direct mail – including use of postcards – continues to increase. Business cards help establish an instant and lasting impression and can be used to support many of marketing and promotional campaigns.
