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Marketing Festivals COMMUNICATIONS – BRAND Abigail Carney Associates 2010 Festival Marketing Workshop HCMC December 2010
Marketing communications <ul><li>Now we know what we want to say to who  </li></ul><ul><li>how do we do it and with what? ...
Communications <ul><li>Poster . Web site . Bus side . Tele sales . Newspaper . Blog  </li></ul><ul><li>Advertisement . Bil...
Communications <ul><li>Need to rationalise these </li></ul><ul><li>Off line </li></ul><ul><li>On line </li></ul>Abigail Ca...
On line <ul><li>Own web site </li></ul><ul><li>E commerce </li></ul><ul><li>Links / information on others web sites </li><...
Off line <ul><li>Print </li></ul><ul><li>Distribution </li></ul><ul><li>Direct mail </li></ul><ul><li>Advertising </li></u...
Communications <ul><li>Communicate benefits + a call to action </li></ul><ul><li>Pick ones which customers use </li></ul><...
Communications <ul><li>Limit to how many you have the time & resources to use </li></ul><ul><li>Some are easier & cheaper ...
Communications <ul><li>Use them in succession and / or together to build your campaign year round </li></ul><ul><li>Peak p...
Communications <ul><li>What is a brand? </li></ul><ul><li>What is branding? </li></ul>Abigail Carney Associates 2010
Communications <ul><li>Brand is the identity / the personality / values / characteristics of a business </li></ul>Abigail ...
 
Communications <ul><li>Branding manifests itself internally &  </li></ul><ul><li>externally in: </li></ul><ul><li>Appearan...
Communications <ul><li>Festival branding starts with purpose </li></ul><ul><li>Vision – mission </li></ul><ul><li>Values –...
Lammermuir Festival <ul><li>About  </li></ul><ul><li>Music </li></ul><ul><li>Inspiration  </li></ul><ul><li>Discovery </li...
Lammermuir Festival <ul><li>Beautiful music </li></ul><ul><li>Rhythm  </li></ul><ul><li>Resonance </li></ul><ul><li>Beauti...
 
 
Lammermuir Festival <ul><li>Also about </li></ul><ul><li>A modern event </li></ul><ul><li>For everyone, including young pe...
Abigail Carney Associates 2010
 
 
 
 
 
 
 
 
 
Edinburgh Science Festival <ul><li>Original logo </li></ul><ul><li>Clever on paper </li></ul><ul><li>Not effective in othe...
Edinburgh Science Festival <ul><li>Old logo dropped </li></ul><ul><li>Nothing new commissioned </li></ul><ul><li>So normal...
Edinburgh Science Festival <ul><li>Lack of organisational focus </li></ul><ul><li>Mixed views on family and / or adult eve...
Abigail Carney Associates 2010
Imaginate Festival <ul><li>Festival in tents in a park </li></ul><ul><li>Range of theatre shows </li></ul><ul><li>Cultural...
Abigail Carney Associates 2010
Imaginate Festival <ul><li>New director </li></ul><ul><li>Focus on ‘proper’ performing arts </li></ul><ul><li>Move away fr...
 
 
 
 
Exercise <ul><li>Review your event  </li></ul><ul><li>Think about your brand </li></ul><ul><li>Describe the brand </li></u...
Sharing <ul><li>Feedback on exercise </li></ul><ul><li>Considerations? </li></ul><ul><li>Concerns? </li></ul>Abigail Carne...
So where are we? <ul><li>Brand is the festival’s persona, personality, identity </li></ul><ul><li>Brand manifests itself i...
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Workshop 3 9 fei comms brand

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Transcript of "Workshop 3 9 fei comms brand"

  1. 1. Marketing Festivals COMMUNICATIONS – BRAND Abigail Carney Associates 2010 Festival Marketing Workshop HCMC December 2010
  2. 2. Marketing communications <ul><li>Now we know what we want to say to who </li></ul><ul><li>how do we do it and with what? </li></ul>Abigail Carney Associates 2010 ?
  3. 3. Communications <ul><li>Poster . Web site . Bus side . Tele sales . Newspaper . Blog </li></ul><ul><li>Advertisement . Bill board . Radio . Flickr . Event . Flyer . E </li></ul><ul><li>bulletin . Facebook . E mail . Bebo . Showcase . My Space </li></ul><ul><li>Word of mouth . Review . Award . Star rating . Guide . </li></ul><ul><li>Magazine . You Tube . Open mic . Web links . Direct mail . </li></ul><ul><li>Hand to hand distribution . Competition . Listings . Copy . </li></ul><ul><li>Window display . Pod cast . TV . Trade fair . Exhibition . </li></ul><ul><li>Sampling . Packaging . Branding . Agent . Sponsor . MSM . </li></ul><ul><li>Twitter . RSS feeds . Star ratings . Network . Photo call . </li></ul><ul><li>Branding . Strap line . Book mark . Point of sale. Linkin In </li></ul><ul><li>Talk . Workshop . Taster Session . Open day . Two for one </li></ul><ul><li>Editorial . Door distribution . Downloads . Megaphone! </li></ul>Abigail Carney Associates 2010
  4. 4. Communications <ul><li>Need to rationalise these </li></ul><ul><li>Off line </li></ul><ul><li>On line </li></ul>Abigail Carney Associates 2010
  5. 5. On line <ul><li>Own web site </li></ul><ul><li>E commerce </li></ul><ul><li>Links / information on others web sites </li></ul><ul><li>Social media platforms </li></ul><ul><li>Direct ‘e’ mail marketing </li></ul>Abigail Carney Associates 2010
  6. 6. Off line <ul><li>Print </li></ul><ul><li>Distribution </li></ul><ul><li>Direct mail </li></ul><ul><li>Advertising </li></ul><ul><li>Press & media </li></ul><ul><li>Events </li></ul>Abigail Carney Associates 2010
  7. 7. Communications <ul><li>Communicate benefits + a call to action </li></ul><ul><li>Pick ones which customers use </li></ul><ul><li>Think about it as a conversation – </li></ul><ul><li>what do you need to say? </li></ul><ul><li>what do they want / need to hear? </li></ul><ul><li>how do you want them to respond? </li></ul><ul><li>how do they want / need to respond? </li></ul>Abigail Carney Associates 2010
  8. 8. Communications <ul><li>Limit to how many you have the time & resources to use </li></ul><ul><li>Some are easier & cheaper than others </li></ul><ul><li>Some you can do </li></ul><ul><li>Some you’ll need to buy in </li></ul><ul><li>Some are starter activities, some later </li></ul><ul><li>Use them to build a campaign </li></ul>Abigail Carney Associates 2010
  9. 9. Communications <ul><li>Use them in succession and / or together to build your campaign year round </li></ul><ul><li>Peak points are launch, three weeks before festival, during festival </li></ul><ul><li>The rest of the year need to build brand awareness </li></ul>Abigail Carney Associates 2010
  10. 10. Communications <ul><li>What is a brand? </li></ul><ul><li>What is branding? </li></ul>Abigail Carney Associates 2010
  11. 11. Communications <ul><li>Brand is the identity / the personality / values / characteristics of a business </li></ul>Abigail Carney Associates 2010
  12. 13. Communications <ul><li>Branding manifests itself internally & </li></ul><ul><li>externally in: </li></ul><ul><li>Appearance </li></ul><ul><li>Behaviours </li></ul><ul><li>Communications </li></ul>Abigail Carney Associates 2010
  13. 14. Communications <ul><li>Festival branding starts with purpose </li></ul><ul><li>Vision – mission </li></ul><ul><li>Values – beliefs </li></ul><ul><li>Direction – leadership </li></ul><ul><li>Will customers want to connect & be associated with your brand? </li></ul>Abigail Carney Associates 2010
  14. 15. Lammermuir Festival <ul><li>About </li></ul><ul><li>Music </li></ul><ul><li>Inspiration </li></ul><ul><li>Discovery </li></ul><ul><li>Connectivity </li></ul><ul><li>Intimacy </li></ul><ul><li>Resonance </li></ul>Abigail Carney Associates 2010
  15. 16. Lammermuir Festival <ul><li>Beautiful music </li></ul><ul><li>Rhythm </li></ul><ul><li>Resonance </li></ul><ul><li>Beautiful places </li></ul><ul><li>Lammermuir hills </li></ul><ul><li>Sea, streams & rivers </li></ul>Abigail Carney Associates 2010
  16. 19. Lammermuir Festival <ul><li>Also about </li></ul><ul><li>A modern event </li></ul><ul><li>For everyone, including young people </li></ul><ul><li>A developing event </li></ul><ul><li>Which may include other activities in the future </li></ul>Abigail Carney Associates 2010
  17. 20. Abigail Carney Associates 2010
  18. 30. Edinburgh Science Festival <ul><li>Original logo </li></ul><ul><li>Clever on paper </li></ul><ul><li>Not effective in other formats, not used properly </li></ul>Abigail Carney Associates 2010
  19. 31. Edinburgh Science Festival <ul><li>Old logo dropped </li></ul><ul><li>Nothing new commissioned </li></ul><ul><li>So normal text used </li></ul><ul><li>Indistinctive – no ‘personality’ </li></ul>Abigail Carney Associates 2010
  20. 32. Edinburgh Science Festival <ul><li>Lack of organisational focus </li></ul><ul><li>Mixed views on family and / or adult event </li></ul><ul><li>New Chief Executive </li></ul><ul><li>New impetus, clarification </li></ul><ul><li>New venues, new partners </li></ul><ul><li>Re-focus on adult & children’s events </li></ul><ul><li>Diversity of sciences </li></ul><ul><li>Re-branding exercise to communicate change </li></ul>Abigail Carney Associates 2010
  21. 33. Abigail Carney Associates 2010
  22. 34. Imaginate Festival <ul><li>Festival in tents in a park </li></ul><ul><li>Range of theatre shows </li></ul><ul><li>Cultural ‘displays’ </li></ul><ul><li>Participatory activities </li></ul><ul><li>Day out in the park </li></ul><ul><li>Fun, familiar, child-like - clichéd </li></ul>Abigail Carney Associates 2010
  23. 35. Abigail Carney Associates 2010
  24. 36. Imaginate Festival <ul><li>New director </li></ul><ul><li>Focus on ‘proper’ performing arts </li></ul><ul><li>Move away from parks & clowns </li></ul><ul><li>Necessary move into Edinburgh theatres </li></ul><ul><li>Desire to develop other projects </li></ul><ul><li>Need to create a parent company </li></ul><ul><li>Major title sponsor </li></ul><ul><li>Requirement for two identities </li></ul>Abigail Carney Associates 2010
  25. 41. Exercise <ul><li>Review your event </li></ul><ul><li>Think about your brand </li></ul><ul><li>Describe the brand </li></ul><ul><li>Develop your branding </li></ul>Abigail Carney Associates 2010
  26. 42. Sharing <ul><li>Feedback on exercise </li></ul><ul><li>Considerations? </li></ul><ul><li>Concerns? </li></ul>Abigail Carney Associates 2010
  27. 43. So where are we? <ul><li>Brand is the festival’s persona, personality, identity </li></ul><ul><li>Brand manifests itself in festival’s internal & external behaviours </li></ul><ul><li>Brand will affect how customers will respond & whether they will connect </li></ul>Abigail Carney Associates 2010
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