Actor Marketing and the Five-Touch Rule
Why Just Sending Out Your Picture and Resume Isn’t Enough Anymore
Every day we are bombarded by ads trying to sell us something. In fact, we now receive more information in one day than our great-grandparents did in one month. To cope with this tsunami of data, our brains have learned to filter out the majority of these ads; only paying attention to those things which are repeatedly or ingeniously brought to our attention. This issue is analogous to what happens for the casting director, agent, etc., as they cope with a never ending stream of pictures and resumes. To help solve this problem the marketing world came up with, “The Five-Touch Rule”.
The Five-Touch Rule
First, here’s the definition. The Five-Touch Rule – A marketing concept meaning that the consumer must be “touched”, through advertising about a product/service, at least five times before they can begin to recognize and recall it.
In its simplest form, you “touch” the director or agent every time they receive your picture/resume. But though this concept is easy to understand, it needs an imaginative touch in order to have a real impact. You don’t want to just send them your headshot five times and hope for the best.
The Nuts and Bolts
Rule number one of any marketing campaign is that the consumer must see the product in every advertisement so they can link it to the service it provides. For you, this translates into always putting your picture on anything you send out. The only exception would be your voice-over CD because you want them to cast you for your voice and not your look. So here are some examples of how to use your advertising materials to “touch” someone in the Biz.
- Every month, use your photo postcards to keep them up to date. Even if you’re not working you can still tell them about the classes you’re taking, the callback you went to or those new pictures you’re getting ready to shoot.
- Create a review sheet from the show you’re currently in which highlights your work.
- Craft letterhead and “Thank You” notes with your picture on them to be used in all correspondence.
- If you have a film reel on video or DVD, be sure to incorporate your picture and resume into the packaging.
Reach Out and Really Touch Someone
After you’ve started “touching” them through these basic methods, it’s time to get a little more creative. Try to find different ways of either putting yourself in their presence, after all you’re much more engaging than your photograph, or participating in some event where you will have a shared experience. As a follow-up “touch” to these ventures, be sure to write to the appropriate people telling them how much you enjoyed the experience.
- Pick a theatre you’re interested in and usher atashow. Better yet, snag a ticket for opening night and introduce yourself to the director at the party afterward.
- Find out if a theatre needs volunteers to help strike a set. It’s amazing what you can learn about an organization this way.
- Search out any industry-related events happening in your area. Think award ceremonies, theatre conferences, panel discussions and the like.
- If a particular agent or casting director is teaching a class, then save up your pennies and attend…this is called “pay to play”.
Knowing Your Audience
Remember that five “touches” are only the beginning. These are part of an ongoing campaign to gain and maintain the attention of the various people in the Biz who are the gatekeepers to your success. By carefully choosing the right people, you’ll be saving yourself loads of time and money, thereby giving greater focus and time to getting the results you want.
- "Any idea, plan, or purpose may be placed in the mind through repetition of thought." - Napoleon Hill
For further reading on the basics of actor marketing, go to: Actor Marketing 102 - Why Actors are a Dime a Dozen
five touch rule
|
What do you think about this article?
More in Visual & Performing Arts
Latest Articles