Highlands and Moray Exhibitors

Forum:

Marketing Special

Sian Jamieson

HI-Arts Audience Development Coordinator

I provide audience development support for the various HI-

Arts projects and project coordinators.

I also works with cultural and arts organisations and groups

to provide advice, information and support to evolve their

marketing and audience development activities.

sian@hi-arts.co.uk

@HIArtsAudiences

www.facebook.co.uk/HIArtsAudienceDevelopment

www.sianjamieson.wordpress.com

Case Studies:

•The Cromarty and Resolis Film Society and

Cromarty Film Festival

• Universal Hall

• Kingussie Food and Film.

RSS Exhibitors Forum Marketing Special

Topics:

• Understanding who your audience is.

• Operating a cost-effective marketing

strategy.

• Generating press coverage.

Case Study One: Cromarty and Resolis Film Society & the Cromarty Film Festival

Cromarty and Resolis Film Society

• Voluntary group of 7 members

• Monthly screenings

• Posters, email alerts, website

information

• Paid-up membership of 30 people

• General attendance 60 people

• Attendance benefits from interested

passers-by.

Cromarty Film Festival

• Voluntary group of 7 members

• Annual 3 day film festival in December

• 5 to 6 locations

• 2009 themed programme

• Eclectic mix of film from around the

world

• 30 to 40 films

• Local market (up to 20mile radius)

• 50% capacity achieved in last 3 years.

Cromarty Film Festival 2009

‘My Favourite Film’ Festival

• Personalities from within the film industry are invited to

screen their favourite films and speak on them.

• Festival Programme includes children’s films,

documentaries, Gaelic aspect, lectures, Scottish Archive films,

special workshops, film student input, silent film and Classic

Couthy Scottish films.

• External screening to preview

the work of young Scottish film

makers.

• Attraction: The combination

to meet and listen to luminaries

from the film world.

• See and experience rare or

seldom seen film in the setting

of a small picturesque town.

Setting Marketing or Audience Development Objectives

S – Specific

M – Measurable

A – Achievable

R – Relevant

T – Timebound

Cromarty Film Festival Marketing

Objective #1 (October 2010)

To increase attendance at the 2011 Film

Festival by 20% through marketing and

audience development. (approx. 400

people)

Cromarty Film Festival Marketing

Objective #2 (October 2010)

To increase attendance at the 2011 Film

Festival by a further 5% through

partnership working and collaboration

with local interest groups. (approx. 100

people)

Profile One:

• ‘Teenagers’

• ‘All ages of adults’

• ‘Adults and children’

• ‘Young families’

• ‘More women than

men’

• ‘Local people’.

Profile Three:

• ‘Local’

• ‘Walk-ins’/‘Passers by’

• ‘A wide range of age

groups.’

Profile Two:

•‘Immediate and local

community’

• ‘Older age groups’

• ‘Interested in films with an

eco message.. or personal

development’

• ‘Enjoys romcoms…more than

action thrillers’.

Your Audience?

Segmentation: ‘Lifestage’ and ‘Attitude’

Lifestage characteristics

For example:

Teens (over 16 years)

Teens/ singles/ couples (over 25

years)

Young families

Older families

Retired

Attitude characteristics

Cinema enthusiasts/ regulars

Socialites ‘There’s nothing else to

do’

Reluctant

Non-Attenders

Segmentation: The ‘Film Journey’

Early Years:

Film as entertainment

Mainstream films that

stimulate an interest

Teenage Years:

Film as identity

Film choice influenced

by trusted opinion

formers.

Early Adulthood:

Film as culture

Beginnings of critical

appreciation.

Risk Takers – Cautious Gamblers – Safety First

Segmentation: Attitudinal Film Goers

•Destination Attender

•Red Carpet Followers

•Couch Critic

•A-List Actors

•Oscar Winners

•Trivia Trailers

Barriers to Attendance

• Group Composition

• Mental and Physical

Energy

• Location

• Deals and Events

What do you need to determine your segments?

Audience Data

Attendance figures in relation to each film.

Age, gender and postcode.

Frequency of Attendance.

At the point of booking

Where did you hear about us?

Who are you attending with today?

Why did you select this particular film?

After the film

Did they enjoy the film?

Would they come again?

What other films did they see?

What did they think could be improved?

Area Profiles

Auditing Your

Marketing

Case Study Two: Universal Hall

Universal Hall

• Organisation promoting film, theatre, music,

dance and other events.

• 350 seat theatre.

• Based in the Findhorn Eco-village and

Community.

• 4 members of staff.

• Blu-Ray and DVD screenings.

• Local audience.

• Screening films based on audience interest; including foreign subtitled, children’s,

‘issue’ films – eco messages or films about personal development.

• Recognise that audiences do not like violent or horror films.

• 180 people for documentary ‘Edge of Dreaming’.

• Email, websites, listings, posters, local press advertising, contacting local interest

groups.

Universal Hall

• Aim is to promote a variety of events and keep Universal

Hall a regional venue of significance in the arts.

• Screening of ‘Issue’ based films has been successful. Amy

Hardie’s ‘Edge of Dreaming’ (‘Best of Fest’ from 2010 EIFF)

approach Universal Hall to screen the film and talk to the

audience. Achieved an audience of 180 people.

• Partnered with Co-op educational services to present the

political film Burma VJ, and show ecological based films.

• A more international community on their door-step, do

better then average with foreign and sub-titled films.

• An annual New Years day screening for the local Findhorn

Community is very successful.

• Film programme has benefited from the facilities upgrade, a

bigger screen and quality projection and sound has added to

the value and benefit of attending Universal Hall for film.

Setting Marketing or Audience Development Objectives

S – Specific

M – Measurable

A – Achievable

R – Relevant

T – Timebound

Universal Hall Film Programme Marketing

Objective #1 (October 2010)

To monitor and evaluate the current

marketing strategy towards developing a

more cost efficient marketing strategy.

Universal Hall Film Programme Marketing

Objective #2 (October 2010)

To increase engagement of Universal Hall

audiences in theatre, music and dance

with the film programme by 20%.

Cost Efficient Marketing

Programme + Techniques + Time + attendance

+ feedback

= Impact and Efficiency

Cost Efficient Marketing

Growing Your Audience

• Understanding who they are and

what their interests are.

• Using the data you already have.

• Utilising your Customer

Relationship Management system.

• Targeted Marketing

• Incentives

• Strategic Programming

• Talking to your audience.

Case Study Three: Kingussie Food on Film

Kingussie Food on Film

• Community group with a committee of 5 and works in partnership with other organisations.

• An annual winter film festival, with an emphasis on films related to food, includes a Food Market

and celebrity chef.

• Make short films with children and food producers.

• Organise the Highland Youth Award for Short Food Films and Oscar Night.

•Use film as an educational tool through working with schools, both screening and making short

films.

• Film making workshop run in September for High Schools to make films for competition (run by

Triple Echo Productions).

• Audience: Local adults, teenagers, individuals involved in the film making, families, more women

than men, an increasing number from the central belt, across Scotland and England.

• emails, newsletters, working in partnership with local groups, free family tickets to Primary

School competition winners, press releases, local radio, posters and flyers, twitter.

• Tried feedback forms and prefer conversations.

• Founded with the aim of delivering an

annual winter film festival where all films are

food related.

• Food is incorporated as an integral part of

the festival in a creative and inclusive way.

• To use films particularly but not exclusively

about food as an educational tool through

working with schools, both screening and

making films.

• A film making workshop is run each

September to encourage High Schools to

make short films for the Food on Film

competition.

• Oscar Night very successful including an

audience of 120 people, 7 high schools were

represented and film industry judges in

attendance.

• Marketing: focuses on working in

partnership to encourage participation.

Kingussie Food on Film

Engaging the Community

Active – meetings, presentations etc.

Passive – leaflets, newsletters etc.

Informing individuals, groups and

organisations on planning and delivery.

Communicating

Information

LOW

Gathering the views and comments of

individuals, groups and organisations on

planning and delivery. Consultation

The occasional participation of groups,

individuals and organisations in some

aspects of partnership planning and delivery. Involvement

The full involvement of groups, individuals

and organisation in all aspects of planning

and delivery. Participation

HIGH

Setting Marketing or Audience Development Objectives

S – Specific

M – Measurable

A – Achievable

R – Relevant

T – Timebound

Kingussie Food on Film Festival Marketing

Objective #1 (October 2010)

To secure a preview article promoting the

Food on Film Festival in the Scotsman one

week before the start of the Festival.

Kingussie Food on Film Festival Marketing

Objective #2 (October 2010)

To secure a feature/ review of the Food on

Film Festival and Highland Youth Award

for Short Food Films in the Scotland on

Sunday a week after the Festival ends.

Securing Press and Media Coverage

What type of coverage do you want?

• To generate attendance

• To raise your profile

• To give the event coverage.

WHAT IS THE STORY?

Know who you are sending your Press

Releases to.

Maximise through the web and social

networking.

Example: Lammermuir Festival

8 Tips for Generating Press Coverage

• Offer REAL news

• Try a LOCAL angle.

• Give them an IRRESISTABLE story.

• Make it EASY.

• Send your press release to the RIGHT PEOPLE.

• Identify key reporters and build RELATIONSHIPS.

• Include PHOTO’s.

• Say THANK YOU.

OBJECTIVES

DATA COLLECTION

UNDERSTANDING

PLANNING

MONITORING

FEEDBACK

IMPACT