Building an audience avatar for your film is an important part of the marketing process. This is going to be one of those pinnacles of your marketing research that will help you design targeted marketing campaigns so you can ideally get your film seen by the audience that most appreciate it.
But not everyone knows how to build an avatar of their target audience. We tend to get the idea of creating group audience profiles, but we forget to really dig down so we can create meaningful marketing content that really hits where we want it to.
In this handy little article (and the episode of Please Watch My Film that it’s based off of) we are going to break down how to build that audience avatar so you can create great content to market your film.
Listen to the “Please Watch My Film” episode:
Download the Audience Avatar PDF
Before you get started reading the article, make sure you sign up to get the downloadable Audience Avatar PDF so you can create your own.
Deciding on your group audience profiles
Before we start digging down to build your avatar target audience, you first need to decide on your overall group profiles. These are the general groups that you want to market to.
On page two of the downloadable workbook, there is space for three different types of audiences:
Primary Audience: Your primary audience is the main audience that you’re aiming to market to. This is likely a big but distinct group. You want it narrow enough that it makes sense, but big enough that you can get something good from it. You are looking for the biggest ROI which will come from marketing directly to the audience that your film was made for.
Secondary Audience: Your secondary audience is the second most important audience for your film. This might be the leftover from your primary audience—for example, if you went with millennial females it might be millennial males. Or it could be a completely different audience. Whatever you go with, this is essentially the next big audience that you want to target.
Tertiary or Niche Audience: This is a really specific niche or specialty audience. If you have a director or actor that has a really big gaming audience, then that might be a great niche audience for you to pursue. They are small audiences that might not be obvious but could have a great ROI for your specific film.
Drilling down on an audience avatar
Once you’ve picked your main audience groups, it’s time to zero-in on creating one audience avatar for our primary audience. Yes, ultimately you’ll want to create at least one avatar for every audience but it’s best to start out simple and small.
If you’ve downloaded the workbook, you’ll find the audience avatar on page four. But before you get to it, you need to go through the questions on page two. These questions go over different aspects of your avatar so you can get to know them. You’ll be answering questions like:
- Things they love and hate
- What they do for a living and how much they wait
- Where they want to be in the future
- What films they love
- Their best Friday night
Answering these questions will help you shape your avatar so that you can shape your target individual and thus shape your marketing. With your questions answered, it’s time to shape the actual profile. You’ll be writing a personal essay of sorts.
Looking for inspiration when it comes to creating the actual audience avatar? Luckily, we have Tinsley!
Tinsley is our resident avatar and she’s happy to lend a helping hand posing as our audience, client or customer avatar template example—she’s very versatile. So, take a look at her profile and see where she can help:
Tinsley is a 28-year-old woman from Vancouver, British Columbia. She is an avid podcast fan and spends the afternoons binge-listening to her favourites as she taps away at her keyboard. In the evening, she comes home to her small, overly priced Mount Pleasant apartment (which she absolutely loves) and spends the evening while her roommate is working the night shift catching up on her Netflix “my list” picks or reading. Occasionally she goes out with the girls from work to enjoy happy hour, and spends her weekend curled up on the couch with a good book, exploring Vancouver’s art scene and catching up with her girls.
Tinsley finished her business degree six years ago where she majored in marketing and has worked her way into a great Vancouver-based tech company. She’s spent the last two years at the company and has seen a revolving door of employees looking for experience and a spring step to a higher paying position at another company. Tinsley wishes she could be one of those because she gets paid $60,000 a year — much lower than the majority of people she attended school with, but she worked hard to get to where she is and she’s become water-cooler buddies with the young CEO who keeps talking about promotions “sometime in the future.” She feels a specific loyalty towards the company. Ultimately, she wishes she had a more flexible, higher paying job, preferably without the cubicle, but she doesn’t want to complain because she knows she has it good.Tinsley is a 28-year-old woman from Vancouver, British Columbia. She is an avid podcast fan and spends the afternoons binge-listening to her favourites as she taps away at her keyboard. In the evening, she comes home to her small, overly priced Mount Pleasant apartment (which she absolutely loves) and spends the evening while her roommate is working the night shift catching up on her Netflix “my list” picks or reading. Occasionally she goes out with the girls from work to enjoy happy hour, and spends her weekend curled up on the couch with a good book, exploring Vancouver’s art scene and catching up with her girls.
Tinsley aspires to one day own her own business. She has a ton of ideas what she wants to do but the amount and weight of her ideas suppress her motivation and activity because she has no idea what to choose or where to begin. Ultimately she knows that while she loves what she does, she’d rather work for herself than someone else. Besides working for herself, she longs for the days where she has the money, time and flexibility to jet off to New York for a weekend, spend a month in Bali or trek the streets in Berlin and work out of a coffee shop. She wants flexibility, freedom and the money to make her dream life happen.
Tinsley loves romantic comedies, thrillers and anything with a Hollywood Chris in it. She’s also closet-obsessed with Riverdale, even though she thinks she’s “too old” to care about it. She loves to stay in and watch Netflix in bed, but if there’s something really good she’ll head out to the theatre. In 2019, her favourite film was the new live-action Aladdin, but she wasn’t so entranced with Once Upon a Time in Hollywood. She appreciates happy endings, twists and turns, and appreciates dad bod (hello, Chief Hopper). Plus she loves inside jokes and truly feeling like she’s apart of something. Her all-time favourite movie was Wating for Forever—it was a tad bit creepy, a bit of a flop but she still felt it really heartwarming. It doesn’t hurt that she has a favourite film that no one else knows about. But she wasn’t so much of a fan of Secret Obsession… it was just plain terrible!
Need help building audience avatars for your film?
At TaeHaahr.com, we want you to build the best marketing campaign that you can so your film gets seen (and, selfishly, so we’re able to see it)! Because, at the end of the day, we believe that if the right audience sees your film it not only helps you build a successful portfolio but truly impacts lives.
And if you’re brand new to it, we’re here to help. If you need help shaping your marketing, reach out and we’ll see what we can do. You can reach out to us at firstname.lastname@example.org.