Workshop 3 1 fei marketing a festival_introductions

Copyright Abigail Carney 2010

Marketing a Festival


Welcome & Introductions

• Programme team

Abigail Carney

www.carneyassociates.co.uk

Nick Dodds• www.feiuk.com

Festival Marketing Workshop HCMC December 2010



Edinburgh

http://www.edinburgh.org/video/Thanks to Edinburgh Tourist Board


Programme Objectives

1. Improve skills in how to research & develop an effective marketing plan

2. Understand how marketing relates to overall festival objectives

3. Develop a marketing plan of your own using a real event

7 sessions

The theme of the programme is ACTION!


7 Sessions

1. Purpose

Understand the context

2. Proposition

Define the event & what if offers

3. People

Identify who & where your customers are

4. Pricing

Identify & set appropriate targets


7 Sessions

5. Promotions Choose the most effective communications

6. ResourcesIdentify what you need to deliver the plan

7. EvaluationUnderstand how to measure success


Day by Day Activities

Tuesday Wednesday Thursday Friday

10.00 – 11.15 Introduction Customers Comms Evaluation

Break

11.30 – 1.00 Purpose Customers Comms Groups

Lunch

2.00 – 3.30 Proposition Targets Resources Groups

Break

3.45 – 4.45 Group work Group work Group work Plenary


Activity per session

• Introduce topic• Look at festival examples• Discuss in 4 groups in relation to a real event• Whole group feedback


Goal for the week . . .

• Aim is for each group to develop a marketing plan for their event & present on Friday

• Opportunities for

group discussion each session

1:1 and /or group discussion end of every day


Abigail Carney

• 20 years working in theatres & festivals

Edinburgh Festival Fringe

Traverse & Royal Lyceum

Scottish International Children’s Festival

Edinburgh Tourist Board – Hogmanay

Imaginate


Abigail Carney

• Established ACA in 2004

• Working with managers of cultural organisations & creative businesses to identify, develop & sustain customers they need to achieve success

• Do this using consultancy, facilitation, training & mentoring

• My approach is collaborative – I want to make myself redundant!


Abigail Carney

Recent Festival clients: • Edinburgh Art Festival• Spring Fling• Edinburgh International Science Festival• Lammermuir Festival






Edinburgh – Festival City

• http://www.edinburghfestivals.co.uk/

Video: Thanks to Festivals Edinburgh


Festival examples

• Lammermuir Festival • Edinburgh International Science Festival• Imaginate Children’s Festival


Lammermuir Festival

• Scotland’s newest classical music festival• Launched May 2010• Venues across East Lothian• First event September 2010• 13 events & 10 venues • 2,168 visitors



Lammermuir Festival


Lammermuir Festival

• Slide show / music


Edinburgh Science Festival

• World’s first science festival• Launched 1989• Venues across Edinburgh• Annual event in April• 170 events & 26 venues• 70,000 visitors

• http://www.youtube.com/watch?v=d-LnU4U8nNk



Imaginate Festival

• UK’s first performing arts festival for children• Launched 1990• Venues across Edinburgh & Scotland• Annual event in May• 13 companies in venues in Edinburgh• Touring to 6 towns across Scotland• 12,700 attenders to festival


Imaginate Festival

Catherine Wheels Theatre Company from Scotland with White

http://www.youtube.com/watch?v=bt1DwTaOo_0&NR=1

Shona Reppe from Scotland with Cinderella

http://www.youtube.com/watch?v=MJ_28o0NZ40

Company Arcosm from France with Echoa

http://www.youtube.com/watch?v=Uv6FXK-HnG0


What is marketing?

Started as• publicity• marketing• audience development


What is marketing?

Then . . .• engagement . . . • now a return to marketing . . .

• current economic environment• 30% cuts in arts funding• quick wins & sustainability


What is marketing?

A management process for understanding markets, for quantifying the value required by different customer groups in these markets, and communicating this to everyone in the organisation, and for measuring the effectiveness of the actual value delivered.

Source: Malcolm MacDonald, Cranfield School of Management


What is marketing?

Or . . .

Finding out what the customer wants and

providing it successfully . . . !


Other definitions?

Lammermuir Festival

Simply communicating your

offer to an audience with the

aim of involving them in

what you want to do.

Claire Turner, Festival Co-ordinator


Other definitions?

Edinburgh International

Science Festival

Letting people know what’s

on at the festival and

getting them to come.

Jen Wood, Festival Manager


Other definitions?

Imaginate Festival

Effective communication of our

brand to our target audiences.

Tony Reekie, Director


Our definition of marketing?

Articulating the benefits of engaging in cultural &

artistic activities to customers successfully &

winning their participation . . .

thus enabling positive cultural, artistic, social, &

educational & economic development & prosperity

for the benefit of all . . .Abigail Carney, 2010


Definition of Customers

• Stakeholders (includes funders, public & private)• Partners• Attenders (audiences)

Someone with whom we are engaging in atransaction for mutual benefit

• Suppliers are different (we are their customers)


Starting the plan

What do we need to ask?• What’s our purpose?• What are we selling?• Who to?• Why would they come?• What are our targets?• What are our resources?• What’s the time scale?


Marketing planning process

After the break . . .

What’s the purpose?

After lunch . . .

What’s the proposition, the offer?


Coffee break

Education

Workshop 3 1 fei marketing a festival_introductions