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)!
5 Digital Marketing Tips | Devherds Software Solutions
Everyone is on the Marketing Team (Event Marketing for Film Festivals)
1.
2. 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.)
3. Everyone is on the Marketing Team
(and other things your co-workers
don’t want to hear)
Webinar
July 22, 2014
4. 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
22. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience
Niche marketing Partner organizations
23. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience
Niche marketing Partner organizations
Conflicting events?
24. 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?
25. 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?
26. 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?
27. 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?
34. 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?
37. 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
40. 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?
42. 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
44. 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
45.
46.
47. “I loves me some DocNYC and
I make frequent small
electronics purchases.”
48. “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.”
50. • 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?
54. Everyone is on the Marketing Team
(and other things your co-workers
don’t want to hear)
Webinar
July 22, 2014
55. 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