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Everyone is on the Marketing Team (Event Marketing for Film Festivals)

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In the language of film festivals: “If the house is packed, programming did a great job. If the seats are empty, marketing must have screwed up.”

Specialization and the compartmentalization of duties in any company — film festivals being no exception — disguise the fact that every decision you make about your event affects how the members of your audience see you. That means that every decision is a marketing decision, and every person who works for you must be aware of the marketing impact their actions have. Everyone, whether they want to admit it or not, is on the marketing team.

Want a sneak peek? Here are a few examples of tidbits we’ve learned:

* Programming is marketing. You must show movies that YOUR audience wants to see, and accept the fact that “good programming” may defy your own tastes and the tastes of others.

* Customer service is marketing. When it comes to new customers, trusted word of mouth has the power to override your other marketing efforts, so treat everyone well.

* Other areas traditionally not thought of as marketing that really are: budgeting, education, sponsorship…

You will also learn key concepts and ways to bring your entire staff onto the marketing bandwagon (and keep them happy once they are on board)!

Published in: Marketing
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Everyone is on the Marketing Team (Event Marketing for Film Festivals)

  1. 1. SymbiosisWELCOME To The “Everyone Is On the Marketing Team” IFP Festival Forum Webinar Please experiment with the chat window. (It’s the little speech balloon button.) You’ll need it to ask us questions. ! Also, make sure you’re connected to the webinar audio. (You shouldn’t hear anything just yet.)
  2. 2. Everyone is on the Marketing Team (and other things your co-workers don’t want to hear) Webinar July 22, 2014
  3. 3. Founded in 2010, The IFP Festival Forum is a professional association that advocates for the needs and interests of Film Festivals and their organizers. Join us and learn more! www.ifpfestivalforum.com Facebook: /ifpfestivalforum | Twitter: @IFPFestForum Tweet with us: #IFPFestForum
  4. 4. SymbiosisYour Hosts Chris Holland IFP Festival Forum Social Media Consultant Kristin McCracken Atlanta Film Festival Film Festival Secrets
  5. 5. SymbiosisFind me @ffsecrets filmfestivalsecrets.com
  6. 6. Success has many fathers, but failure is an orphan. ! ! ! Tacitus (paraphrased), writing in Agricola (approx 98 AD)
  7. 7. Success has many fathers, but failure is an orphan. ! ! ! Tacitus (paraphrased), writing in Agricola (approx 98 AD)
  8. 8. Success has many fathers, but failure is an orphan. ! ! ! Tacitus (paraphrased), writing in Agricola (approx 98 AD)
  9. 9. “Programming did a great job.”
  10. 10. “Programming did a great job.” “Marketing dropped the ball.”
  11. 11. “Look at all these people! That Instagram campaign was genius.”
  12. 12. “Look at all these people! That Instagram campaign was genius.” “No marketing campaign exists that could have sold this dog of a film.”
  13. 13. Symbiosis HOW DOES THIS HAPPEN?
  14. 14. Symbiosis Movie YOUR audience wants to see
  15. 15. Symbiosis Movie YOUR audience wants to see Let your audience know
  16. 16. Symbiosis Movie YOUR audience wants to see Let your audience know Film's target audience
  17. 17. Symbiosis Movie YOUR audience wants to see Let your audience know Film's target audience Niche marketing
  18. 18. Symbiosis Movie YOUR audience wants to see Let your audience know Film's target audience Niche marketing Partner organizations
  19. 19. Symbiosis Movie YOUR audience wants to see Let your audience know Film's target audience Niche marketing Partner organizations Conflicting events?
  20. 20. Symbiosis Movie YOUR audience wants to see Let your audience know Film's target audience Niche marketing Partner organizations Conflicting events? Scheduling? What else is going on?
  21. 21. Symbiosis Movie YOUR audience wants to see Let your audience know Film's target audience Niche marketing Partner organizations Conflicting events? Scheduling? What else is going on?Scheduling? What else is going on? Location?
  22. 22. Symbiosis Movie YOUR audience wants to see Let your audience know Film's target audience Niche marketing Partner organizations Conflicting events? Scheduling? What else is going on?Scheduling? What else is going on? Location? Weather?
  23. 23. Symbiosis Movie YOUR audience wants to see Let your audience know Film's target audience Niche marketing Partner organizations Conflicting events? Scheduling? What else is going on?Scheduling? What else is going on? Location? Weather? Too early? Too Late?
  24. 24. Location Press
  25. 25. Location Press • Who we are • What we do • How we do it (and where and when) • Why we do it
  26. 26. Symbiosis PROGRAMMING IS MARKETING
  27. 27. Symbiosis PROGRAMMING IS MARKETING • What does your audience want? • Does good programming = good taste? • Be consistent, you’ll inspire FOMO
  28. 28. CUSTOMER SERVICE IS MARKETING
  29. 29. CUSTOMER SERVICE IS MARKETING • Repeat customers are the best customers • If your customer experience stinks, people will talk • Word of mouth can kill - or save • Your reactions say things about you • With responsibility should come authority • Do your positives outweigh your negatives?
  30. 30. RESEARCH IS MARKETING
  31. 31. RESEARCH IS MARKETING • Why guess what your audience wants? Let them tell you • Survey everyone • Follow trends, not squeaky wheels • Let the answers guide you • Bonus: board members love numbers
  32. 32. REPUTATION IS MARKETING
  33. 33. REPUTATION IS MARKETING
  34. 34. REPUTATION IS MARKETING • Alamo Drafthouse’s reputation for fun experiences can fill a theater even with an obscure film. • Beer isn’t a crutch. It’s a bonus. • How can you reduce friction and add value beyond the film you’re showing? • What’s your path to brand loyalty?
  35. 35. TICKETING IS MARKETING
  36. 36. TICKETING IS MARKETING • Test the heck out of your online system • Communicate with buyers early and often • Where there’s smoke, there’s fire • A ticket purchase signals preference
  37. 37. SPONSORSHIP IS MARKETING
  38. 38. SPONSORSHIP IS MARKETING • What marketing resources can you make a part of the deal? • Will they promote you inside the company? • Capitalize on their staff & expertise • Creative activation • Make your sponsorship materials human readable
  39. 39. “I loves me some DocNYC and I make frequent small electronics purchases.”
  40. 40. “I’m young! I’m hip! I have disposable income! I already bought my pass to DocNYC! ” “I loves me some DocNYC and I make frequent small electronics purchases.”
  41. 41. NOW WHAT?
  42. 42. • Start small • Ask coworkers leading questions • Test your ideas & measure • Understand your audience • Prioritize the customer experience • Sell something in addition to tickets • Have an exit strategy for risky ideas NOW WHAT?
  43. 43. SymbiosisTime For Questions
  44. 44. SymbiosisFind me @ffsecrets filmfestivalsecrets.com
  45. 45. SymbiosisWatch the seminar: bit.ly/ifpteam
  46. 46. Everyone is on the Marketing Team (and other things your co-workers don’t want to hear) Webinar July 22, 2014
  47. 47. Founded in 2010, The IFP Festival Forum is a professional association that advocates for the needs and interests of Film Festivals and their organizers. Join us and learn more! www.ifpfestivalforum.com Facebook: /ifpfestivalforum | Twitter: @IFPFestForum Tweet with us: #IFPFestForum

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