When clients ask me for tips to increase viewership of their short films, I often say, “Don’t forget about print.” With so much excitement around online channels these days, it’s easy to focus squarely on distributing your film through your website, blog, on YouTube, Facebook, etc.
However, good old-fashion print materials can be leveraged very nicely to showcase your short films. Just think about all the different printed pieces that you create: newsletters, brochures, business cards, signage, posters, acknowledgement letters to donors and annual reports that capture the impact you are creating.
All of these materials are a great place to make reference to your short films. And your short films, in turn, can enhance the impact of your print materials.
Recently I was reminded of this when I picked up last month’s issue of Stanford’s Alumni Magazine. The Stanford Travel/Study program had smartly embedded QR codes on the printed page, so that readers could scan the codes on their mobile phones and watch related short films, which we produced with them.
Stanford is usually at the vanguard of innovation, but if you look around, you’ll start to spot QR codes all over the place—on newsstands and in store windows, on posters at conferences and in promotional materials that show up in your mailbox. I especially like QR codes because they’re easy to get and getting easier to use and they do a great job connecting the print world to the digital.
When inserting a QR Code, it’s best to include the URL spelled out on the page. That way non-smartphone owners (the number is shrinking each day!) can still access the video on their computers. In terms of other best practices, be sure to provide readers with simple instructions on how to use the QR code, as the Stanford Travel/Study did in the magazine, thus increasing the chance that readers will actually end up watching your short film.
With these tips in mind, QR codes can enhance your next batch of print materials and ensure that your film finds the audience it deserves. Don’t forget about print!
