Marketing & Distributing Your Video Part 2 - Finding Buyers & Making Money (page 2)

Finding Buyers and Being Found

There are numerous markets to exploit when selling your video, including DVD (retail and rental), cable channels, pay-per-view, Web-based outlets, institutional, organizational and educational sales and direct response. How do you find the person in charge of making a purchase, and how do they find you?

Soliciting distributors and other buyers directly is always a good approach for independent video producers. It is these folks' business to look at your project, and, if you have done your homework and approached a buyer that makes sense for your video, they'll be glad to take a look at what you've got.

Be prepared for this process by having a Web site with a trailer of your program and some DVD screening copies of the project on hand. And, though it sounds basic, make sure you have a phone with voicemail.

Begin by surveying the pool of companies that sell videos similar to your own. If you have created an educational video on the history of Paso Fino horses in America, then look for those firms that offer programming of that nature. Be sure to cover all channels of delivery, including DVD distribution companies, cable stations, catalogs and online outlets. Make a list of the best matches and contact the company, asking for the person in charge of acquisitions or the new-video buyer. Describe your project and ask if they'd like a screening copy of your program for review. You can do this via the Web, using e-mail communication and a link to your Web site. It is much more time-efficient for a buyer to screen a Web-based trailer and make a decision on whether he wants to pursue a purchase, rather than making and taking multiple phone calls. Send the full-length screening copy if requested, and follow up with the individual in two weeks. Be warned that even the smallest distribution companies and resellers are inundated with solicitations, so it often takes a while for your project to get v…