Blog, business, graphic design, post production for film and video

Case Study: The Fair Trade movie online branding, part 3

Retail Search

The Fair Trade movie Google product searchRetail search is incredibly successful given that the movie is pre-order only as of November 1: “the fair trade”, fair trade movie, fair trade film, fair trade documentary all showed TFT in a top-5 spot (interestingly with different retailers for each search term combination). Additionally search rankings on Google have changed every day, even for the same search terms. Either this is due to Google changing their algorithm or retail databases changing daily. Either way, we have no control over this aspect of the seach milieu.

Retail Channels

The Fair Trade movie at Amazon screenshotThanks to the partnership with Ryko and FilmBaby, TFT has found its way into most online retailer databases, although it is hard to find in some (Target) and not at all in the largest (Walmart).

Challenges: ensuring that database information (directed by, etc.) is correct across all retailers; supporting the release; encouraging user ratings amongst those who have already seen the movie.

Image Search

Although we have not successfully made our photography lucrative to Google’s image search engine, Flickr pulls our keyword-laced photos to the top for the following search terms: fair trade movie, fair trade documentary, and fair trade film.

We are unsure of the continued necessity of trying for ubiquity on image search; however, all images used on the blog will continue to be uploaded through Flickr so that they will be indexed separately with keywords.

Overall, although we are novices at search, 90% of the traffic to the website is coming from search engines. Therefore, we are confident that we are on the right track with search engines, keywords, and optimization.

In part four: Social Networking, online video, and the future.

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