In the language of film festivals: “If the house is packed, programming did a great job. If the seats are empty, marketing must have screwed up.” Specialization and the compartmentalization of duties in any company — film festivals being no exception — disguise the fact that every decision you make about your event affects how the members of your audience see you. That means that every decision is a marketing decision, and every person who works for you must be aware of the marketing impact their actions have. Everyone, whether they want to admit it or not, is on the marketing team. Want a sneak peek? Here are a few examples of tidbits we’ve learned: * Programming is marketing. You must show movies that YOUR audience wants to see, and accept the fact that “good programming” may defy your own tastes and the tastes of others. * Customer service is marketing. When it comes to new customers, trusted word of mouth has the power to override your other marketing efforts, so treat everyone well. * Other areas traditionally not thought of as marketing that really are: budgeting, education, sponsorship… You will also learn key concepts and ways to bring your entire staff onto the marketing bandwagon (and keep them happy once they are on board)!

2. SymbiosisWELCOME
To 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.)

3. Everyone is on the Marketing Team
(and other things your co-workers
don’t want to hear)
Webinar
July 22, 2014

4. 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

5. SymbiosisYour Hosts
Chris Holland
IFP Festival Forum
Social Media Consultant
Kristin McCracken
Atlanta Film Festival
Film Festival Secrets

6. SymbiosisFind me
@ffsecrets
filmfestivalsecrets.com

8. Success has many fathers,
but failure is an orphan.
!
!
!
Tacitus (paraphrased),
writing in Agricola (approx 98 AD)

9. Success has many fathers,
but failure is an orphan.
!
!
!
Tacitus (paraphrased),
writing in Agricola (approx 98 AD)

10. Success has many fathers,
but failure is an orphan.
!
!
!
Tacitus (paraphrased),
writing in Agricola (approx 98 AD)

12. “Programming
did a great job.”

13. “Programming
did a great job.”
“Marketing
dropped the
ball.”

15. “Look at all
these people!
That Instagram
campaign was
genius.”

16. “Look at all
these people!
That Instagram
campaign was
genius.”
“No marketing
campaign exists
that could have
sold this dog of
a film.”

17. Symbiosis
HOW DOES THIS HAPPEN?

18. Symbiosis
Movie YOUR audience wants to see

19. Symbiosis
Movie YOUR audience wants to see
Let your audience know

20. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience

21. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience
Niche marketing

22. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience
Niche marketing Partner organizations

23. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience
Niche marketing Partner organizations
Conflicting events?

24. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience
Niche marketing Partner organizations
Conflicting events?
Scheduling? What else is going on?

25. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience
Niche marketing Partner organizations
Conflicting events?
Scheduling? What else is going on?Scheduling? What else is going on?
Location?

26. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience
Niche marketing Partner organizations
Conflicting events?
Scheduling? What else is going on?Scheduling? What else is going on?
Location?
Weather?

27. Symbiosis
Movie YOUR audience wants to see
Let your audience know Film's target audience
Niche marketing Partner organizations
Conflicting events?
Scheduling? What else is going on?Scheduling? What else is going on?
Location?
Weather?
Too early? Too Late?

28. Location
Press

29. Location
Press
• Who we are
• What we do
• How we do it (and where and when)
• Why we do it

31. Symbiosis
PROGRAMMING IS MARKETING

32. Symbiosis
PROGRAMMING IS MARKETING
• What does your audience want?
• Does good programming = good taste?
• Be consistent, you’ll inspire FOMO

33. CUSTOMER SERVICE IS MARKETING

34. 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?

36. RESEARCH IS MARKETING

37. 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

38. REPUTATION IS MARKETING

39. REPUTATION IS MARKETING

40. 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?

41. TICKETING IS MARKETING

42. 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

43. SPONSORSHIP IS MARKETING

44. 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

47. “I loves me some DocNYC and
I make frequent small
electronics purchases.”

48. “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.”

49. NOW WHAT?

50. • 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
NOW WHAT?

51. SymbiosisTime
For
Questions

52. SymbiosisFind me
@ffsecrets
filmfestivalsecrets.com

53. SymbiosisWatch the
seminar:
bit.ly/ifpteam

54. Everyone is on the Marketing Team
(and other things your co-workers
don’t want to hear)
Webinar
July 22, 2014

55. 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