Workshop 3 3 fei proposition & benefits 1

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  • The landmark Informatics Forum is a centre for innovation and interaction in the centre of the University. It sits alongside new teaching, conference and technology transfer facilities in Appleton Tower.
  • The landmark Informatics Forum is a centre for innovation and interaction in the centre of the University. It sits alongside new teaching, conference and technology transfer facilities in Appleton Tower.
  • Workshop 3 3 fei proposition & benefits 1

    1. 1. Marketing Festivals WHAT’S THE PROPOSITION? Abigail Carney Associates 2010 Festival Marketing Workshop HCMC December 2010
    2. 2. Remember? <ul><li>At the beginning we were thinking? </li></ul><ul><li>What is the purpose of our festival? </li></ul><ul><li>What’s the scale of our ambition? </li></ul><ul><li>What will success ‘look like’ for us ? </li></ul><ul><li>What are our drivers? </li></ul><ul><li>Who will be our stakeholders, partners? </li></ul>Abigail Carney Associates 2010
    3. 3. Ensuring success <ul><li>We need to starting to look at things from customer’s perspective . . . </li></ul><ul><li>. . . what do they want? </li></ul>Abigail Carney Associates 2010
    4. 4. Ensuring success <ul><li>Our customers live & work in a variety of ‘ market places ’ . . . </li></ul><ul><li>These are affected by a range of (political, economic, social, technological) factors </li></ul><ul><li>We need to consider these . . . All these affect the choices & decisions our customers make </li></ul>Abigail Carney Associates 2010
    5. 5. Proposition <ul><li>So let’s put ourselves in our customers’ shoes. </li></ul><ul><li>They will be thinking . . . </li></ul><ul><li>What, when & where is it? Will it be any good? </li></ul><ul><li>Who‘s doing it? Are they any good? </li></ul><ul><li>What will it cost? Is it worth it? </li></ul><ul><li>How interested am I? What will I get out of it? </li></ul><ul><li>WHAT’S IN IT FOR ME ? </li></ul>Abigail Carney Associates 2010
    6. 6. What’s the offer? <ul><li>Our task is to create a value proposition – an offer – which they will want and will value . . . </li></ul><ul><li>These value propositions will need to provide </li></ul><ul><li>customer benefits . . . </li></ul><ul><li>More on these later . . . </li></ul>Abigail Carney Associates 2010
    7. 7. So, what is the offer? <ul><li>What, where & when is it? </li></ul><ul><li>The programme: what’s on </li></ul><ul><li>The location: region, city, venues </li></ul><ul><li>The time of year: month, days </li></ul><ul><li>Who‘s doing it? Are they any good? </li></ul><ul><li>Their track record, skills & reputation </li></ul><ul><li>What will it cost? Is that a good price? </li></ul><ul><li>Ticket, travel, accommodation, food, incidentals, </li></ul>Abigail Carney Associates 2010
    8. 8. Lammermuir Festival <ul><li>What </li></ul><ul><li>World class classical music programme </li></ul><ul><li>Directors with international reputations </li></ul><ul><li>10 days of events </li></ul><ul><li>International & UK performers </li></ul><ul><li>World famous & emerging </li></ul><ul><li>85% Scottish – a Scottish event </li></ul><ul><li>Annual theme: 2010 – Bach & Mozart </li></ul>Abigail Carney Associates 2010
    9. 9. Lammermuir Festival <ul><li>Where </li></ul><ul><li>East Lothian: near Edinburgh </li></ul><ul><li>Venue as important as music </li></ul><ul><li>Historical hidden gems </li></ul><ul><li>Accessible to all communities </li></ul><ul><li>Venues across county </li></ul><ul><li>Grand & intimate – </li></ul><ul><li>castles to kirks </li></ul>Abigail Carney Associates 2010
    10. 11. Lammermuir Festival <ul><li>When </li></ul><ul><li>September </li></ul><ul><li>Fits with national music festival calendar </li></ul><ul><li>Fit with regional event calendar </li></ul><ul><li>Season of exceptional beauty enhances settings </li></ul><ul><li>Main holiday period over </li></ul><ul><li>Enables links with schools who start term August </li></ul><ul><li>A tourism ‘shoulder’ month </li></ul>Abigail Carney Associates 2010
    11. 12. Lammermuir Festival <ul><li>Who </li></ul><ul><li>Lamp of Lothian Trust – trusted provider </li></ul><ul><li>James Waters </li></ul><ul><li>Hugh MacDonald </li></ul><ul><li>Highly rated international directors of music </li></ul>Abigail Carney Associates 2010
    12. 13. Edinburgh Science Festival <ul><li>What </li></ul><ul><li>Two weeks of events </li></ul><ul><li>For adults & children </li></ul><ul><li>Audience are participants & observers </li></ul><ul><li>Produced events </li></ul><ul><li>Invited events </li></ul>Abigail Carney Associates 2010
    13. 14. Edinburgh Science Festival <ul><li>Where </li></ul><ul><li>Edinburgh city centre </li></ul><ul><li>One main venue for children – City Art Centre </li></ul>Abigail Carney Associates 2010
    14. 16. Edinburgh Science Festival <ul><li>Where </li></ul><ul><li>One main venue for adults – Informatics </li></ul>Abigail Carney Associates 2010
    15. 18. Edinburgh Science Festival <ul><li>Where </li></ul><ul><li>Partner venues: </li></ul><ul><li>National Museums of Scotland </li></ul><ul><li>Royal Botanic Gardens </li></ul><ul><li>Edinburgh Zoo </li></ul><ul><li>University of Edinburgh </li></ul><ul><li>Major centres of research & display </li></ul>Abigail Carney Associates 2010
    16. 19. Edinburgh Science Festival Abigail Carney Associates 2010
    17. 20. Edinburgh Science Festival <ul><li>When </li></ul><ul><li>April </li></ul><ul><li>School Easter holidays </li></ul><ul><li>Includes a bank holiday Monday </li></ul><ul><li>Weekends & week days </li></ul>Abigail Carney Associates 2010
    18. 21. Edinburgh Science Festival <ul><li>Who </li></ul><ul><li>Dr Simon Gage, Director 15 years </li></ul><ul><li>Background: physicist </li></ul><ul><li>Now: a science communicator </li></ul><ul><li>OBE for services in 2010 </li></ul><ul><li>Reputation for creating exciting events </li></ul><ul><li>He has a team of professionals </li></ul><ul><li>Partnerships with leading institutions </li></ul>Abigail Carney Associates 2010
    19. 22. Imaginate Festival <ul><li>What </li></ul><ul><li>7 days of events (2 weeks touring) </li></ul><ul><li>For children (parents, teachers, carers) </li></ul><ul><li>Performing arts companies from UK </li></ul><ul><li>Performing arts companies from abroad </li></ul>Abigail Carney Associates 2010
    20. 23. Imaginate Festival <ul><li>Where </li></ul><ul><li>Originally in tents in a park in Edinburgh </li></ul>Abigail Carney Associates 2010
    21. 24. Imaginate Festival <ul><li>Where </li></ul><ul><li>Moved to Edinburgh theatre venues 2000 </li></ul><ul><li>Originally 2 now 7 </li></ul><ul><li>And on tour across Scotland </li></ul>Abigail Carney Associates 2010
    22. 26. Imaginate Festival <ul><li>When </li></ul><ul><li>Was end of May </li></ul><ul><li>Festival moved to 9 – 15 May </li></ul><ul><li>Pressure from other events </li></ul><ul><li>Audiences & accommodation </li></ul><ul><li>Film festival moved from August to June </li></ul>Abigail Carney Associates 2010
    23. 27. Imaginate Festival <ul><li>Who </li></ul><ul><li>Tony Reekie </li></ul><ul><li>20 years producing work for children </li></ul><ul><li>International operator with top contacts </li></ul><ul><li>Reputation for quality & range of programme </li></ul><ul><li>Has seen over 4,000 shows! </li></ul>Abigail Carney Associates 2010
    24. 28. Competition? <ul><li>Need to consider the competition for </li></ul><ul><li>Resources </li></ul><ul><li>Customers </li></ul><ul><li>In terms of competitors, who is out there, what are </li></ul><ul><li>they offering, how does it compare to what we are </li></ul><ul><li>offering? </li></ul>Abigail Carney Associates 2010
    25. 29. What’s the offer? <ul><li>Are making the biggest noise? </li></ul><ul><li>Are we offering the best experience? </li></ul><ul><li>Are we offering the best deal? </li></ul><ul><li>Need to stay one step ahead </li></ul><ul><li>Need to be innovative </li></ul>Abigail Carney Associates 2010
    26. 30. Lammermuir Festival <ul><li>Competition from Edinburgh International Festival </li></ul><ul><li>for customers & profile (press / media attention) </li></ul><ul><li>Music in rural settings & unusual settings </li></ul><ul><li>Local & less hassle to access </li></ul><ul><li>More personal – small communities </li></ul><ul><li>Different experience </li></ul><ul><li>Lower prices for same high quality type events </li></ul><ul><li>Value for money </li></ul>Abigail Carney Associates 2010
    27. 31. Edinburgh Science Festival <ul><li>Competition from other science events </li></ul><ul><li>Cheltenham & Manchester Science Festivals; British Science Festival (peripatetic); other small events in Scotland </li></ul><ul><li>= EISF produces its events; world’s first; set in stunning city; Enlightenment heritage </li></ul><ul><li>Science centres </li></ul><ul><li>= live interpretative events; interaction with performers in range of interesting venues </li></ul>Abigail Carney Associates 2010
    28. 32. Imaginate Festival <ul><li>Competition from </li></ul><ul><li>Other promoters for product </li></ul><ul><li>= festival offers world class showcase </li></ul><ul><li>Other events for children </li></ul><ul><li>= live performances from around the world, exposure to new cultures </li></ul><ul><li>= as enjoyable for accompanying adults as for children – watch the show, watch your child </li></ul>Abigail Carney Associates 2010
    29. 33. Competition <ul><li>Start to crystallise the message: </li></ul>Abigail Carney Associates 2010
    30. 34. Lammermuir festival <ul><li>About hearing music in beautiful & historic, & sometimes previously unseen places </li></ul><ul><li>About making musical discoveries & hearing old favourites </li></ul><ul><li>About creating ‘ah’ moments, not just for music ‘maestros’, but for everyone </li></ul>Abigail Carney Associates 2010
    31. 35. Lammermuir brand <ul><li>Strap line: </li></ul><ul><li>Beautiful music - Beautiful places </li></ul>Abigail Carney Associates 2010
    32. 36. Edinburgh Science Festival <ul><li>About bringing science out of the laboratory into everyday life </li></ul><ul><li>About making science relevant, fun, inspiring children, re-inspiring adults </li></ul><ul><li>About creating ‘ah ha’ moments, not just for science ‘boffins’, but for everyone </li></ul>Abigail Carney Associates 2010
    33. 37. Edinburgh Science Festival <ul><li>Strap line: </li></ul><ul><li>Discover your world </li></ul>Abigail Carney Associates 2010
    34. 38. Imaginate Festival <ul><li>About presenting new and exciting performing arts for children from around the world </li></ul><ul><li>About children & adults sharing and enjoying time together – when good it works for both </li></ul><ul><li>About provoking, challenging, boundaries of performing arts for children – what’s possible </li></ul><ul><li>About making adults & children think, feel and reflect on the ordinary & the unusual </li></ul>
    35. 39. Imaginate Festival <ul><li>Strap lines: </li></ul><ul><li>Be surprised </li></ul><ul><li>Discover the unexpected </li></ul><ul><li>It’s about everything you didn’t think it would be </li></ul>
    36. 40. Competition <ul><li>Analysing the competition helps us </li></ul><ul><li>Differentiate from competitors </li></ul><ul><li>Determine key benefits </li></ul><ul><li>Determine unique selling propositions – USPs </li></ul><ul><li>Determine & maintain position </li></ul><ul><li>Determine the ‘ brand ’ </li></ul><ul><li>. . . More on benefits, USP & brand later </li></ul>Abigail Carney Associates 2010
    37. 41. Exercise <ul><li>Review your event </li></ul><ul><li>What is the offer? </li></ul><ul><li>What, when, where, who? </li></ul><ul><li>What’s the competition? </li></ul><ul><li>Can you summarise what your festival offers? </li></ul><ul><li>Can you create a strap line? </li></ul>Abigail Carney Associates 2010
    38. 42. So where are we? <ul><li>Feedback? </li></ul><ul><li>Considerations? </li></ul>Abigail Carney Associates 2010
    39. 43. So where are we? <ul><li>To be easily understood by customers we need a succinct summary of the offer </li></ul><ul><li>What, when, where, who, how – </li></ul><ul><li>all come together to start to create a proposition </li></ul>Abigail Carney Associates 2010
    40. 44. So where are we? <ul><li>We need to check the competition & differentiate ourselves – what our USP? </li></ul>Abigail Carney Associates 2010
    41. 45. So where are we? <ul><li>A strap line can easily sum up the offer & start to communicate a brand </li></ul>Abigail Carney Associates 2010
    42. 46. So where are we? <ul><li>BUT to be valued by customers we need to set out reasons why they would want to engage with our festival </li></ul><ul><li>These reasons are benefits </li></ul><ul><li>Benefits meet customer needs </li></ul><ul><li>Customers buy benefits </li></ul>Abigail Carney Associates 2010

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