Workshop 3 9 fei comms brand

Abigail Carney Associates 2010

Marketing Festivals

COMMUNICATIONS – BRAND

Festival Marketing Workshop HCMC December 2010


Marketing communications

Now we know what we want to say to who

how do we do it and with what?

?


Communications

Poster . Web site . Bus side . Tele sales . Newspaper . Blog Advertisement . Bill board . Radio . Flickr . Event . Flyer . E bulletin . Facebook . E mail . Bebo . Showcase . My Space Word of mouth . Review . Award . Star rating . Guide .Magazine . You Tube . Open mic . Web links . Direct mail . Hand to hand distribution . Competition . Listings . Copy .Window display . Pod cast . TV . Trade fair . Exhibition . Sampling . Packaging . Branding . Agent . Sponsor . MSM . Twitter . RSS feeds . Star ratings . Network . Photo call . Branding . Strap line . Book mark . Point of sale. Linkin InTalk . Workshop . Taster Session . Open day . Two for oneEditorial . Door distribution . Downloads . Megaphone!


Communications

• Need to rationalise these• Off line• On line


On line

• Own web site• E commerce• Links / information on others web sites• Social media platforms• Direct ‘e’ mail marketing


Off line

• Print• Distribution• Direct mail• Advertising• Press & media• Events


Communications

• Communicate benefits + a call to action• Pick ones which customers use• Think about it as a conversation –

what do you need to say?

what do they want / need to hear?

how do you want them to respond?

how do they want / need to respond?


Communications

• Limit to how many you have the time & resources to use

• Some are easier & cheaper than others• Some you can do• Some you’ll need to buy in• Some are starter activities, some later• Use them to build a campaign


Communications

• Use them in succession and / or together to build your campaign year round

• Peak points are launch, three weeks before festival, during festival

• The rest of the year need to build brand awareness


Communications

• What is a brand?• What is branding?


Communications

• Brand is the identity / the personality / values / characteristics of a business


Communications

• Branding manifests itself internally &

externally in:

• Appearance• Behaviours• Communications


Communications

Festival branding starts with purpose• Vision – mission• Values – beliefs• Direction – leadership

• Will customers want to connect & be associated with your brand?


Lammermuir Festival

About • Music• Inspiration • Discovery• Connectivity• Intimacy• Resonance


Lammermuir Festival

Beautiful music• Rhythm • Resonance

Beautiful places• Lammermuir hills• Sea, streams & rivers


Lammermuir Festival

Also about

A modern event

For everyone, including young people

A developing event

Which may include other activities in the future


Edinburgh Science Festival

• Original logo

• Clever on paper• Not effective in other formats, not used properly



• Old logo dropped• Nothing new commissioned• So normal text used• Indistinctive – no ‘personality’



• Lack of organisational focus• Mixed views on family and / or adult event• New Chief Executive• New impetus, clarification• New venues, new partners• Re-focus on adult & children’s events• Diversity of sciences• Re-branding exercise to communicate change


Imaginate Festival

• Festival in tents in a park• Range of theatre shows• Cultural ‘displays’• Participatory activities• Day out in the park• Fun, familiar, child-like - clichéd


Imaginate Festival

• New director• Focus on ‘proper’ performing arts• Move away from parks & clowns• Necessary move into Edinburgh theatres• Desire to develop other projects• Need to create a parent company• Major title sponsor• Requirement for two identities


Exercise

• Review your event • Think about your brand• Describe the brand• Develop your branding


Sharing

• Feedback on exercise• Considerations?• Concerns?


So where are we?

• Brand is the festival’s persona, personality, identity

• Brand manifests itself in festival’s internal & external behaviours

• Brand will affect how customers will respond & whether they will connect

Workshop 3 9 fei comms brand

Education

Transcript of Workshop 3 9 fei comms brand