Breaking Into New Markets | Creatives Grab Coffee Podcast
I (Samuel) recently had the pleasure of sitting down with Dario and Kyrill of Toronto-based Lapse Productions on their podcast Creatives Grab Coffee! We discussed the background of Phalanx Film Co. and how I transitioned from freelancing to running a full-service media production company in Boise, the challenges of moving the company from North Carolina to Idaho, and some of the areas where communication can break down between video production companies and their clients. Whether you’re a fellow creative or marketing professional, or a business owner considering hiring professional media production for your organization, I think you’ll find this episode both intriguing and informative! Between the three of us, Dario, Kyrill, and I have over 26 years of combined industry experience in video production and photography, and I really enjoyed our conversation. Big thank you to Dario and Kyrill for this opportunity!
Watch: Breaking into New Markets (Ft. Phalanx Film) | Creatives Grab Coffee 80
Listen: Breaking into New Markets (Ft. Phalanx Film) | Creatives Grab Coffee 80
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Episode Summary:
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Breaking into New Markets: Lessons from Samuel Hand of Phalanx Film
Breaking into new markets can be a daunting yet rewarding challenge for any creative entrepreneur. In this blog post, we delve into the key takeaways from the "Creatives Grab Coffee" podcast episode featuring Samuel Hand of Phalanx Film Co. Samuel shares his journey of building a successful video production business, the challenges of relocation, and strategies for long-term growth. Whether you're a freelancer or a business owner, these insights offer practical advice for scaling and sustaining your creative ventures.
The Journey from Part-Time to Full-Time Creative Entrepreneurship
For Samuel, video production began as a side gig before transitioning into a full-time career in 2021. Like many creatives, Samuel found that juggling a traditional job alongside freelance projects became unsustainable as demand grew.
"I was having trouble getting off work at my normal job far enough in advance to take the shoots that I was getting leads for," Samuel shared during the podcast. This realization pushed him to take the leap into full-time entrepreneurship. Since then, Phalanx Film has become a thriving production company focused on delivering high-quality content to businesses across the U.S.
Relocating and Navigating New Markets
In 2023, Samuel and his wife relocated from North Carolina to Idaho, a move that brought significant changes to his business operations. While North Carolina’s Wilmington market, known as "Hollywood East," offered ample opportunities for freelance crew work, Idaho's smaller market posed unique challenges.
"There are definitely opportunities for high-production work here, but a lot of it is handled by larger marketing agencies with in-house video teams," Samuel noted. Adapting to this new environment meant leveraging connections with out-of-state agencies and targeting smaller local businesses looking for end-to-end production services.
Samuel highlighted the importance of understanding regional market demands and adjusting service offerings accordingly. For example, while larger cities may emphasize commercial productions, smaller markets might prioritize cost-effective social media content. By diversifying his portfolio and embracing new opportunities, Samuel successfully established Phalanx Film in Idaho’s landscape.
The Art of Educating Clients
One recurring theme in the podcast was the need to educate clients, especially small business owners, on the value of professional video production. According to Samuel, many clients approach video production with limited understanding of its potential return on investment (ROI). He stressed the importance of framing the conversation around value rather than cost.
"My goal as a video production company is not to make it cheap for you but to make it valuable for you," he explained.
Educating clients often involves walking them through the creative process, setting clear expectations, and ensuring they understand how to maximize their investment. For small businesses, this might mean repurposing a single high-quality video into multiple assets for social media, email marketing, and websites—a strategy that can stretch limited budgets while amplifying impact.
Overcoming Operational Challenges
With Phalanx Film being a guerilla-style production company, Samuel relies on careful planning to balance workload and keep projects on schedule. One key challenge has been managing client revisions, which can easily derail timelines if not handled properly.
To mitigate this, Samuel implemented clear revision policies, including deadlines for client feedback. "If you take two weeks to get back to me on revisions, it’s going to delay final delivery," he said. Establishing boundaries ensures projects stay on track and helps clients understand that their executive role in the process is crucial.
Building Recurring Revenue Streams
A major focus for Samuel in 2025 is growing Phalanx Film’s recurring revenue. "My goal is to have monthly recurring revenue… so that larger corporate productions become bonuses," he shared.
To achieve this, Samuel has been onboarding clients for retainer-based services, particularly in creating ongoing social media content. This model benefits not only Phalanx Film, but also clients: recurring shoots with similar deliverables create predictability for businesses that they can plan around. This streamlines both marketing costs and marketing strategy, and ensures a consistent flow of new content for social media.
Leveraging Marketing and Networking Strategies
Unlike many creatives who rely solely on referrals, Samuel takes a proactive approach to marketing. His strategies include:
Google Ads: Investing $500 per month in targeted ads has yielded significant returns, with just one corporate project covering annual ad spend.
Networking with Local Creatives: Building relationships with other video professionals in Idaho has provided insights into the local market and led to collaboration opportunities.
Expanding into Social Media Advertising: Samuel plans to explore Instagram and Facebook ads, which offer cost-effective ways to reach small business owners.
Specialization and Brand Clarity
One pivotal decision for Samuel was transitioning Phalanx Film away from weddings to focus exclusively on corporate and commercial work. While weddings provided substantial income early in his career, they also came with emotional challenges and brand confusion.
"If you have the kind of thing where it’s like, 'We’re a corporate wedding studio,' it dilutes the brand," Samuel explained. By narrowing his focus, he positioned Phalanx Film as a trusted partner for businesses seeking high-quality, strategic video content.
The Inspiration Behind Phalanx Film Co.
The name "Phalanx Film" reflects Samuel’s commitment to combining creativity with strategy. Inspired by the Macedonian phalanx, a battle formation symbolizing coordination and precision, the name underscores the company’s mission: creating visually compelling content that delivers measurable results.
"If you’re telling the wrong story to the wrong people, your client isn’t going to get ROI," Samuel emphasized. Phalanx Film Co. aims to ensure clients not only receive high-quality visuals but also connect with their target audiences effectively.
Key Takeaways for Creative Entrepreneurs
Samuel’s journey offers several lessons for creative professionals looking to scale their businesses:
Adapt to Market Needs: Tailor your offerings to suit the unique demands of your local market.
Prioritize Client Education: Help clients understand the value of their investment and the important role they play in telling a story around their company’s mission.
Streamline Operations: Implement clear policies for timelines to maintain efficiency.
Diversify Income Streams: Explore retainer-based services to build predictable revenue.
Invest in Marketing: Use tools like Google Ads and social media to reach new clients proactively.
By combining strategic thinking with creative expertise, Samuel has successfully navigated the challenges of entrepreneurship and established Phalanx Film as a trusted name in photography and video production in Boise and beyond.