RSS Exhibitors Forum Marketing Special
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Transcript of RSS Exhibitors Forum Marketing Special
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.
@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