Marketing a Festival Copyright Abigail Carney 2010
Welcome & Introductions <ul><li>Programme team </li></ul><ul><li>Abigail Carney </li></ul><ul><li>www.carneyassociates.co....
Copyright Abigail Carney 2010
Edinburgh <ul><li>http://www.edinburgh.org/video/ </li></ul><ul><li>Thanks to Edinburgh Tourist Board </li></ul>Copyright ...
Programme Objectives  <ul><li>Improve skills in how to research & develop an effective marketing plan </li></ul><ul><li>Un...
7 Sessions <ul><li>1. Purpose </li></ul><ul><li>Understand the context </li></ul><ul><li>2. Proposition </li></ul><ul><li>...
7 Sessions <ul><li>5. Promotions  </li></ul><ul><li>Choose the most effective communications </li></ul><ul><li>6. Resource...
Day by Day Activities Copyright Abigail Carney 2010 Tuesday Wednesday Thursday Friday 10.00 – 11.15 Introduction Customers...
Activity per session <ul><li>Introduce topic </li></ul><ul><li>Look at festival examples </li></ul><ul><li>Discuss in 4 gr...
Goal for the week . . . <ul><li>Aim is for each group to develop a marketing plan for their event & present on Friday </li...
Abigail Carney <ul><li>20 years working in theatres & festivals </li></ul><ul><li>Edinburgh Festival Fringe </li></ul><ul>...
Abigail Carney <ul><li>Established ACA in 2004 </li></ul><ul><li>Working with managers of cultural organisations & creativ...
Abigail Carney <ul><li>Recent Festival clients:  </li></ul><ul><li>Edinburgh Art Festival </li></ul><ul><li>Spring Fling <...
Copyright Abigail Carney 2010
Copyright Abigail Carney 2010
Copyright Abigail Carney 2010
Copyright Abigail Carney 2010
Edinburgh – Festival City <ul><li>http://www.edinburghfestivals.co.uk/ </li></ul><ul><li>Video: Thanks to Festivals Edinbu...
Festival examples <ul><li>Lammermuir Festival  </li></ul><ul><li>Edinburgh International Science Festival </li></ul><ul><l...
Lammermuir Festival <ul><li>Scotland’s newest classical music festival </li></ul><ul><li>Launched May 2010 </li></ul><ul><...
Copyright Abigail Carney 2010
Lammermuir Festival Copyright Abigail Carney 2010
Lammermuir Festival <ul><li>Slide show / music </li></ul>Copyright Abigail Carney 2010
Edinburgh Science Festival <ul><li>World’s first science festival </li></ul><ul><li>Launched 1989 </li></ul><ul><li>Venues...
Copyright Abigail Carney 2010
Imaginate Festival <ul><li>UK’s first performing arts festival for children </li></ul><ul><li>Launched 1990 </li></ul><ul>...
Imaginate Festival <ul><li>Catherine Wheels Theatre Company from Scotland with White </li></ul><ul><li>http://www.youtube....
What is marketing? <ul><li>Started as </li></ul><ul><li>publicity </li></ul><ul><li>marketing </li></ul><ul><li>audience d...
What is marketing? <ul><li>Then . . . </li></ul><ul><li>engagement  . . .  </li></ul><ul><li>now a return to  marketing  ....
What is marketing? <ul><li>A management process for understanding  markets , for quantifying the  value  required by diffe...
What is marketing? <ul><li>Or . . . </li></ul><ul><li>Finding out what the customer wants and </li></ul><ul><li>providing ...
Other definitions? <ul><li>Lammermuir Festival </li></ul><ul><li>Simply communicating your  </li></ul><ul><li>offer to an ...
Other definitions? <ul><li>Edinburgh International  </li></ul><ul><li>Science Festival </li></ul><ul><li>Letting people kn...
Other definitions? <ul><li>Imaginate Festival </li></ul><ul><li>Effective communication of our  </li></ul><ul><li>brand to...
Our definition of marketing? <ul><li>Articulating the benefits of engaging in cultural &  </li></ul><ul><li>artistic activ...
Definition of Customers <ul><li>Stakeholders (includes funders, public & private) </li></ul><ul><li>Partners </li></ul><ul...
Starting the plan <ul><li>What do we need to ask? </li></ul><ul><li>What’s our purpose? </li></ul><ul><li>What are we sell...
Marketing planning process <ul><li>After the break . . . </li></ul><ul><li>What’s the purpose?  </li></ul><ul><li>After lu...
Coffee break Copyright Abigail Carney 2010
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Workshop 3 1 fei marketing a festival_introductions

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  • Workshop 3 1 fei marketing a festival_introductions

    1. 1. Marketing a Festival Copyright Abigail Carney 2010
    2. 2. Welcome & Introductions <ul><li>Programme team </li></ul><ul><li>Abigail Carney </li></ul><ul><li>www.carneyassociates.co.uk </li></ul><ul><li>Nick Dodds </li></ul><ul><li>www.feiuk.com </li></ul>Copyright Abigail Carney 2010 Festival Marketing Workshop HCMC December 2010
    3. 3. Copyright Abigail Carney 2010
    4. 4. Edinburgh <ul><li>http://www.edinburgh.org/video/ </li></ul><ul><li>Thanks to Edinburgh Tourist Board </li></ul>Copyright Abigail Carney 2010
    5. 5. Programme Objectives <ul><li>Improve skills in how to research & develop an effective marketing plan </li></ul><ul><li>Understand how marketing relates to overall festival objectives </li></ul><ul><li>Develop a marketing plan of your own using a real event </li></ul><ul><li>7 sessions </li></ul><ul><li>The theme of the programme is ACTION! </li></ul>Copyright Abigail Carney 2010
    6. 6. 7 Sessions <ul><li>1. Purpose </li></ul><ul><li>Understand the context </li></ul><ul><li>2. Proposition </li></ul><ul><li>Define the event & what if offers </li></ul><ul><li>3. People </li></ul><ul><li>Identify who & where your customers are </li></ul><ul><li>4. Pricing </li></ul><ul><li>Identify & set appropriate targets </li></ul>Copyright Abigail Carney 2010
    7. 7. 7 Sessions <ul><li>5. Promotions </li></ul><ul><li>Choose the most effective communications </li></ul><ul><li>6. Resources </li></ul><ul><li>Identify what you need to deliver the plan </li></ul><ul><li>7. Evaluation </li></ul><ul><li>Understand how to measure success </li></ul>Copyright Abigail Carney 2010
    8. 8. Day by Day Activities Copyright Abigail Carney 2010 Tuesday Wednesday Thursday Friday 10.00 – 11.15 Introduction Customers Comms Evaluation Break 11.30 – 1.00 Purpose Customers Comms Groups Lunch 2.00 – 3.30 Proposition Targets Resources Groups Break 3.45 – 4.45 Group work Group work Group work Plenary
    9. 9. Activity per session <ul><li>Introduce topic </li></ul><ul><li>Look at festival examples </li></ul><ul><li>Discuss in 4 groups in relation to a real event </li></ul><ul><li>Whole group feedback </li></ul>Copyright Abigail Carney 2010
    10. 10. Goal for the week . . . <ul><li>Aim is for each group to develop a marketing plan for their event & present on Friday </li></ul><ul><li>Opportunities for </li></ul><ul><li>group discussion each session </li></ul><ul><li>1:1 and /or group discussion end of every day </li></ul>Copyright Abigail Carney 2010
    11. 11. Abigail Carney <ul><li>20 years working in theatres & festivals </li></ul><ul><li>Edinburgh Festival Fringe </li></ul><ul><li>Traverse & Royal Lyceum </li></ul><ul><li>Scottish International Children’s Festival </li></ul><ul><li>Edinburgh Tourist Board – Hogmanay </li></ul><ul><li>Imaginate </li></ul>Copyright Abigail Carney 2010
    12. 12. Abigail Carney <ul><li>Established ACA in 2004 </li></ul><ul><li>Working with managers of cultural organisations & creative businesses to identify, develop & sustain customers they need to achieve success </li></ul><ul><li>Do this using consultancy, facilitation, training & mentoring </li></ul><ul><li>My approach is collaborative – I want to make myself redundant! </li></ul>Copyright Abigail Carney 2010
    13. 13. Abigail Carney <ul><li>Recent Festival clients: </li></ul><ul><li>Edinburgh Art Festival </li></ul><ul><li>Spring Fling </li></ul><ul><li>Edinburgh International Science Festival </li></ul><ul><li>Lammermuir Festival </li></ul>Copyright Abigail Carney 2010
    14. 14. Copyright Abigail Carney 2010
    15. 15. Copyright Abigail Carney 2010
    16. 16. Copyright Abigail Carney 2010
    17. 17. Copyright Abigail Carney 2010
    18. 18. Edinburgh – Festival City <ul><li>http://www.edinburghfestivals.co.uk/ </li></ul><ul><li>Video: Thanks to Festivals Edinburgh </li></ul>Copyright Abigail Carney 2010
    19. 19. Festival examples <ul><li>Lammermuir Festival </li></ul><ul><li>Edinburgh International Science Festival </li></ul><ul><li>Imaginate Children’s Festival </li></ul>Copyright Abigail Carney 2010
    20. 20. Lammermuir Festival <ul><li>Scotland’s newest classical music festival </li></ul><ul><li>Launched May 2010 </li></ul><ul><li>Venues across East Lothian </li></ul><ul><li>First event September 2010 </li></ul><ul><li>13 events & 10 venues </li></ul><ul><li>2,168 visitors </li></ul>Copyright Abigail Carney 2010
    21. 21. Copyright Abigail Carney 2010
    22. 22. Lammermuir Festival Copyright Abigail Carney 2010
    23. 23. Lammermuir Festival <ul><li>Slide show / music </li></ul>Copyright Abigail Carney 2010
    24. 24. Edinburgh Science Festival <ul><li>World’s first science festival </li></ul><ul><li>Launched 1989 </li></ul><ul><li>Venues across Edinburgh </li></ul><ul><li>Annual event in April </li></ul><ul><li>170 events & 26 venues </li></ul><ul><li>70,000 visitors </li></ul><ul><li>http://www.youtube.com/watch?v=d-LnU4U8nNk </li></ul>Copyright Abigail Carney 2010
    25. 25. Copyright Abigail Carney 2010
    26. 26. Imaginate Festival <ul><li>UK’s first performing arts festival for children </li></ul><ul><li>Launched 1990 </li></ul><ul><li>Venues across Edinburgh & Scotland </li></ul><ul><li>Annual event in May </li></ul><ul><li>13 companies in venues in Edinburgh </li></ul><ul><li>Touring to 6 towns across Scotland </li></ul><ul><li>12,700 attenders to festival </li></ul>Copyright Abigail Carney 2010
    27. 27. Imaginate Festival <ul><li>Catherine Wheels Theatre Company from Scotland with White </li></ul><ul><li>http://www.youtube.com/watch?v=bt1DwTaOo_0&NR=1 </li></ul><ul><li>Shona Reppe from Scotland with Cinderella </li></ul><ul><li>http://www.youtube.com/watch?v=MJ_28o0NZ40 </li></ul><ul><li>Company Arcosm from France with Echoa </li></ul><ul><li>http://www.youtube.com/watch?v=Uv6FXK-HnG0 </li></ul>Copyright Abigail Carney 2010
    28. 28. What is marketing? <ul><li>Started as </li></ul><ul><li>publicity </li></ul><ul><li>marketing </li></ul><ul><li>audience development </li></ul>Copyright Abigail Carney 2010
    29. 29. What is marketing? <ul><li>Then . . . </li></ul><ul><li>engagement . . . </li></ul><ul><li>now a return to marketing . . . </li></ul><ul><li>current economic environment </li></ul><ul><li>30% cuts in arts funding </li></ul><ul><li>quick wins & sustainability </li></ul>Copyright Abigail Carney 2010
    30. 30. What is marketing? <ul><li>A management process for understanding markets , for quantifying the value required by different customer groups in these markets, and communicating this to everyone in the organisation, and for measuring the effectiveness of the actual value delivered. </li></ul><ul><li>Source: Malcolm MacDonald, Cranfield School of Management </li></ul>Copyright Abigail Carney 2010
    31. 31. What is marketing? <ul><li>Or . . . </li></ul><ul><li>Finding out what the customer wants and </li></ul><ul><li>providing it successfully . . . ! </li></ul>Copyright Abigail Carney 2010
    32. 32. Other definitions? <ul><li>Lammermuir Festival </li></ul><ul><li>Simply communicating your </li></ul><ul><li>offer to an audience with the </li></ul><ul><li>aim of involving them in </li></ul><ul><li>what you want to do. </li></ul><ul><li>Claire Turner, Festival Co-ordinator </li></ul>Copyright Abigail Carney 2010
    33. 33. Other definitions? <ul><li>Edinburgh International </li></ul><ul><li>Science Festival </li></ul><ul><li>Letting people know what’s </li></ul><ul><li>on at the festival and </li></ul><ul><li>getting them to come. </li></ul><ul><li>Jen Wood, Festival Manager </li></ul>Copyright Abigail Carney 2010
    34. 34. Other definitions? <ul><li>Imaginate Festival </li></ul><ul><li>Effective communication of our </li></ul><ul><li>brand to our target audiences. </li></ul><ul><li>Tony Reekie, Director </li></ul>Copyright Abigail Carney 2010
    35. 35. Our definition of marketing? <ul><li>Articulating the benefits of engaging in cultural & </li></ul><ul><li>artistic activities to customers successfully & </li></ul><ul><li>winning their participation . . . </li></ul><ul><li>thus enabling positive cultural, artistic, social, & </li></ul><ul><li>educational & economic development & prosperity </li></ul><ul><li>for the benefit of all . . . </li></ul><ul><li>Abigail Carney, 2010 </li></ul>Copyright Abigail Carney 2010
    36. 36. Definition of Customers <ul><li>Stakeholders (includes funders, public & private) </li></ul><ul><li>Partners </li></ul><ul><li>Attenders (audiences) </li></ul><ul><li>Someone with whom we are engaging in a </li></ul><ul><li>transaction for mutual benefit </li></ul><ul><li>Suppliers are different (we are their customers) </li></ul>Copyright Abigail Carney 2010
    37. 37. Starting the plan <ul><li>What do we need to ask? </li></ul><ul><li>What’s our purpose? </li></ul><ul><li>What are we selling? </li></ul><ul><li>Who to? </li></ul><ul><li>Why would they come? </li></ul><ul><li>What are our targets? </li></ul><ul><li>What are our resources? </li></ul><ul><li>What’s the time scale? </li></ul>Copyright Abigail Carney 2010
    38. 38. Marketing planning process <ul><li>After the break . . . </li></ul><ul><li>What’s the purpose? </li></ul><ul><li>After lunch . . . </li></ul><ul><li>What’s the proposition, the offer? </li></ul>Copyright Abigail Carney 2010
    39. 39. Coffee break Copyright Abigail Carney 2010
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