How to launch a DVD

[Steve Crompton]

Hi everyone

This is my first post here. Over the last 3 and a half years we have produced and educational DVD aimed at children up to 5 years. The problem we have now is that I have no idea how to get it to market or at least the best approach.

Has anyone had any experience with something like this. If you want to have a look at what the DVD has to offer visit at the website in my profile.

We currently have the DVD being tested by a few schools and families etc to see what there thoughts are. Up to now is has been met very favorably.

I really would love to hear from anyone that can help.


Many thanks in advance.

Steve

 

[Trainer Bubble]

I advise you to talk to some of the teaching resource websites. There are plenty of them on the internet and they would likely provide you with some opportunities to market through them if you negotiate.

Just type 'teaching resource' into google and you will come up with lots.

I'm sure there are better people on here than me that can advise you on the actual 'launch'.

 

[Steve Crompton]

Thank you for the advice. I will most certainly look into it.

Steve

 

[DAbusinessconsultant]

Not sure if this is any help but if it was me I would find a list of all local schools and visit them, showing them the DVD, what its about etc and how it benefits the kids. You can also try and get them to place an order for them etc.

I havn't looked at your site yet but showcase your product, add clips etc. Get a youtube advert up showcasing your product, get the kids involved and show their feedback.

Get a press release done in a national newspaper if possible to get maximum coverage of the product and try getting those orders in. Stuff that benefits kids is always a good topic.

Start to network at teacher conferences etc if you can get to them and build up relationships with different teachers etc. Word of mouth will help get your product in the publics eye. Try and build a market for your product up. It doesnt need to be expensive to do.

Not sure if its what your after but just a few ideas

 

[Steve Crompton]

Again thank you.

The more suggestions the better.

Steve

 

[maidofkent]

Hi

Having worked in a school in the recent past, I can confirm that a direct approach is usually a very good one. Also, an attractive mailshot, personally addressed, can work well.

Very often teachers are looking for something to fill some time in their three free INSET days, so if you could get to do a presentation, perhaps make it a couple of hours, that could also be effective. I'd recommend approaching either the nursery teacher, or KS1 co-ordinator, rather than the head.

A local education authority is often a tight community, and if one school uses a particular scheme, or programme, others get to hear of it fairly quickly.

Another line of attack would be to approach the education authority directly. Not all authorities work in the same way, but some of them will have a 'co-ordinating' department which might work with you to organise a larger event, where you can showcase your program to a larger audience.

MoK

 

[Hollie]

Hi Steve,

You could do a press release in parenting magazines, even approach them about gifting a free DVD sample on the front of their magazine which could be used as a front end selling device.

You could get list of nurseries and day care centre's form the local council and approach them asking if you could distribute sales packs/samples to the children’s parents.

Do a stand at parenting/educational shows?

Advertise on parent targeted websites/blogs/forums.

Hollie

 

[Steve Crompton]

Does anyone know the legalities of getting the DVD classified, I'm sure it would be exempt from classification. What I don't want to do is start making some small sales only to find that I am breaking the law in some way.

Thanks

Steve

 

[awebapart.com]

Hi Steve

It looks like you are in an interesting and challenging predicament with quite a few choices depending on how you market yourself. You are in a different situation to when my company tried to sell our 3D PC games into retail several years ago.

The reason I say this is because you have the choice of:

1. Going via retail channels
2. Selling via the schools/pre-schools channels
3. A more direct approach

If you go via retail, then there will be more stringent requirements. You could probably self classify your product as Exempt from classification but you may have to double check with the BBFC on this. More importantly you may need some sort of barcode or registration number to print on the retail packaging, whether it be an ISBN number or something similar (depending on how your product is categorised, is it a game or a DVD). Personally I would avoid the retail channel since you would be a small fry competing in a very large (big money) industry, like it or not the brand dominated 'toy industry'.

Going the schools/pre-schools channel would seem like the best bet, but I'm not so familiar with the pre-school market and whether there is the equivalent of a county local education authority for this age group who you could try to sell to in bulk.

The more direct approach does have some possibilities too. If your product was a normal 'edutainment' PC game then you could have sold it online as a digital download, but being an interactive DVD rules this option out. However it is also worth investigating the Print On Demand industry, since although this started off just in books, there are some companies nowadays who have extended the print on demand concept to DVDs too, allowing you to get your DVD listed and sold on Amazon (perhaps there might be a more UK-based company operating in this area too).

Another semi-direct option is to be a wholesaler or dropshipper and sell the product via other the online shops of other small businesses. There are plenty of small businesses on this forum who sell to the mother/baby market.

 

[Steve Crompton]

Hi and thanks.

You have pretty much said it all. The DVD itself is an educational game aimed at children upto 5 years old. We have made it in such a way that the children can play the games on there own but primarily to be watched with a parent or even grandparent.

I have had a look at the BBFC website and quite frankly I was even more confused than before.

Ideally I would love to see it on the shelves of Tesco and Asda but I have to be realistic.

If you want to see what it looks like check my profile for the web address.

Again thanks for the advice.

Steve

 

[awebapart.com]

Ideally I would love to see it on the shelves of Tesco and Asda but I have to be realistic.

Retail isn't all it's cracked up to be, especially for the small supplier supplying product to retail. If you have a day spare! as an experiment go to a big Tesco and see how many people look at and buy similar products in the area you think your edutainment product would go. When I say similar products I mean similar as in non-branded, and non-branded as in not using a famous brand license like Postman Pat. I think that in your case the schools/pre-schools route might be the better option for a bulk sales channel.

I've had a look at your site and the animations/graphics look good for the age range they are targeting. What 3D animation tool did you use?

 

[Steve Crompton]

Thanks

The graphics and animations were made mainly in Cinema4d but the DVD was made using Photoshop, After Effects, Premiere Pro and Encore.

All the music is our own too.

We think that this product is saleable. Maybe we will have to talk more with the schools that are testing it currently. Fortunately the schools are in two different authorities which hopefully should help.

Cheers

Steve

 

[Alexa42]

You should target local nurserys and try to market to families with youngsters. Maybe open a website so you can distribute the dvd online! hope this helps

 

[Steve Crompton]

Well today I got a reply back from the BBFC regarding classification of the DVD. I get the impression that I can have it exempt, however I'm not sure what if anything I can put on the packaging to say its exempt.

Is putting nothing the safest bet?

I think after the advice that I have been given here I know which route I am going to pursue regarding potential sales.

Wish me luck I think I am going to need it!!!

Maybe I would be better putting this in the legal section but I thought I would carry this thread on here.

Thanks

Steve

 

[GS1UK]

Make sure your CD comply with all supply chain standards for long term if you want to ses them in some of the big stores.

 

[Steve Crompton]

Hi and thanks for the reply.

Could you explain further?

Thanks

Steve

 

[CherryUK]

Hi Steve,

I wouldn't be afraid of contacting some of the big high street stores. People like HMV and Zavvi need to offer lots of niche product to compete with the internet. The DVD market in general has seen prices freefall, but a product like this could stay a premium product for much longer, so would be attractive to these retailers.
You could even consider going to a distributor. Universal were really into interactive DVD a couple of years ago - and there are plenty of smaller independent labels that may be interested - Contender for example - they produce their own childrens programming and have the Rubber Duck label for kids product.
Finally if you need any help with trailers or promos then give us a shout - we've been producing this sort of thing since Titanic hit VHS!

 

[Richard Glynn]

How to launch a DVD...

Catapult?

(Sorry - I know that wasn't helpful)

 

[Steve Crompton]

Thanks CherryUK

More food for thought. We hope that in the next couple of weeks to be actually making the calls that might just work.

Cheers

Steve

 

[barcode]

But think longterm...

you should get barcode before you start your desgin and packaging... otherwise when you will plan to distribute to any retail stores,you will have to redesgin..

 

[Steve Crompton]

Yes its something that I have thought about already in my packaging design. I've put a mock code there for the time being until we know which way its hopefully going to go.

Cheers

Steve

 

[Steve Crompton]

Hi Barcode.

My product is an interactive educational DVD. What do I look for to register for a legitimate barcode. I've just done a quick search of google and am now a bit confused.

Thanks for any advice.

Steve

 

[barcode]

If you have got a mock code then let it be there.
When some retailer actually asks you for a valid barcode then call GS1 UK and they will be able to provide you with help.

 

[Steve Crompton]

Thank you for the info.

Cheers

Steve

 

[innovengine]

Steve,

My two cents...

You would benefit from reading this book.

http://www.sethgodin.com/ideavirus/01-getit.html

It outlines how to think about getting your niche market, and getting your market to do the work for you - i.e. spread the word for you.

All the families I know have DVDs that their kids watch over and over again. Have a Mum's day at a nursery, or do it on the weekend - provide fruit etc for the kids to snack on and tea for the Mum's. Play it...

You could then say, as you've been here today, you can get it halve price (or whatever). And, if you think of anyone else who might want it - I'll give them the same discount, BUT only on your recommendation.

The ONLY way to get a niche market, it to go and talk to that market.
Best of luck

Darren

 

[Steve Crompton]

Thanks for the link and for the advice.

Much appreciated.

Steve

 

[Steve Crompton]

Hi All

Well its been a long time since I've posted here but I was lurking in the background.

The dvd in now finished and we have a small qty back from the duplicators.

Our website is www.dvdlearningmagic.co.uk

I'd love to hear what you think and whether or not you think there is any mileage in it.

We are currently having the DVD reviewed by Micro Mart magazine. I have my fingers crossed that we get a favourable review.

Thanks for looking.

Steve

 

[Steve Crompton]

Hi

I am thinking of contacting some of the big retailers like Early Learning Centre. Have you had any experience of this? Do they speak to individuals or will they only deal with big companies?

Thanks

Steve

 

[Jonathan Walsh]

Ive seen a lot of product launches recently within the internet marketing industry and they use some very effective techniques that work for all products.

They start by building a fan base for the product before it is launched, then they gradually release snippets,( wetting the appetite of the customers )
and build up to a specific date of release.

After leading prospective customers to a website they offer them something free in return for their name and email....

for example - enter your name and email here for an exclusive first look at our dvd intro.

They then build a relationship with their email list and keep them interested leading up to launch.

There are many techniques involved in building the list to big numbers but it also helps you with regards to knowing how many need to be produced so you don't waste money with excess stock.

more information can be found online by searching for words such as ' online product launch techniques '

There's a great deal of very high quality free information so you don't need to purchase any courses straight away.

 

[Steve Crompton]

Thank you Jonathan

I will certainly take a look at the search suggestion you mentioned.

Thanks

Steve