SPA Masterclass: Audience Testing & Marketing Campaign Strategy

From Audience Insight to Market Impact: Audience Testing & Marketing Campaign Strategy

Taking your project to market is never as simple as “if you build it, they will come”.  Discoverability is not just a buzzword: the relationship between the producer and distributor is more critical than ever and reaching audiences demands more than a poster and a zippy trailer.

This SPA Masterclass provides producers with a practical guidance for working with distributors on marketing campaign strategy and using audience testing effectively. Through a combination of funding opportunities, distributor & social research insights, and a real-world case study, the session explores the opportunities, obligations and the realities of releasing your project in the marketplace.

Part of SPA’s ongoing professional development program, this Masterclass equips producers with the knowledge and tools required to confidently navigate audience testing and work with distributors for a campaign that lands.

Learning Outcomes

By the end of the session, participants will be able to:

• Integrate audience thinking earlier in the production lifecycle
• Understand how distributors approach marketing strategy and risk
• Design and interpret audience testing effectively
• Apply insights to campaign positioning and creative assets
• Engage distributors with clarity, credibility, and commercial awareness
• Have a pathway for financing audience testing and marketing campaign strategy