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

transcript

SymbiosisWELCOMETo 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.)

Everyone is on the Marketing Team (and other things your co-workers

don’t want to hear)

Webinar

July 22, 2014

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

SymbiosisYour Hosts

Chris Holland

IFP Festival Forum Social Media Consultant

Kristin McCracken

Atlanta Film Festival Film Festival Secrets

SymbiosisFind me @ffsecrets filmfestivalsecrets.com

Success has many fathers, but failure is an orphan.

Tacitus (paraphrased), writing in Agricola (approx 98 AD)

“Programming did a great job.”

“Marketing dropped the

ball.”

“Look at all these people!

That Instagram campaign was

genius.”

“Look at all these people!

That Instagram campaign was

genius.” “No marketing campaign exists that could have sold this dog of

a film.”

SymbiosisHOW DOES THIS HAPPEN?

SymbiosisMovie YOUR audience wants to see

Let your audience know

Let your audience know Film's target audience

Niche marketing

Niche marketing Partner organizations

Conflicting events?

Conflicting events?Scheduling? What else is going on?

Conflicting events?Scheduling? What else is going on?Scheduling? What else is going on?

Location?

Location?Weather?

Location?Weather?Too early? Too Late?

LocationPress

• Who we are • What we do • How we do it (and where and when) • Why we do it

SymbiosisPROGRAMMING IS MARKETING

• What does your audience want? • Does good programming = good taste? • Be consistent, you’ll inspire FOMO

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?

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

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?

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

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

“I loves me some DocNYC and I make frequent small

electronics purchases.”

“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.”

NOW WHAT?

• 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