Don't be boring, safe is risky, market to a small obsessed community
Frank Gehry
Jeff Koons
These people have an international audience or scene, which you acquire with them - they have a brand
What's our brand and audience?
Audience = SIT Students and their associates, family and friends, all our audience stem from the students
What is the purpose of your event? Your product? Who is it for? How will you measure success? Who do you think the purpose of planning and implementing a promotional strategy is?
We looked at this article: http://www.creativenz.govt.nz/assets/ckeditor/attachments/86/smart-arts-low-res.pdf?1296981982
And answered a series of questions on it:
1. What are the seven 'P's of marketing?
Product
Prices
Promotion
People
Place
Packaging
Positioning
This man mansplains it well: https://www.entrepreneur.com/article/70824
2. Why is it important to know the purpose of your event?
It's important to determine the purpose so you can measure your success against your goals. And so you know what you're doing
3. What is the purpose of your event? Write down your goals:
The purpose of our event is to celebrate and serve as a showcase of student work at SIT.
- To expose the work to a new community
- To learn how to plan and execute an event
- To encourage student creativity
- Give people a fun and entertaining evening
4. Why is it important to define your product?
It's important to know what you're selling.
5. Define your product:
"A festival event celebrating SIT's emerging artists"
6. Why is it important to identify your audience?
You should direct most of your resources and time to attracting those who are most likely to attend.
7. Why would people come?
- Support friends and family
- Get a fun viewing experience
- Because they entered
8. What are the three target markets?
Primary - People already favourably disposed, friends, family etc
Secondary - People who are interested in film, the arts and SIT in general
Tertiary - People with nothing better to do (harder to reach)
9. Why should you concentrate your energy on reaching your primary target?
Higher likelihood that they will attend, statistically safer
10. What is demographic and psycho-graphic profiles and how can these be used?\
- A demographic regards factors like age, sex, location, etc.
- A psycho-graphic is attitudinal
It's easier to sell your event if you know why they might want to come.
11. Work out audience and what markets they fit into:
Primary - SIT students involved
Secondary - Their family and friends
Tertiary - People with nothing better to do (general public)/ Students not involved
12. Complete questions about target market:
- What is their age range/gender?
Skewed somewhat younger (early 20's), equal parts male and female
- Where do they work?
Dominos (min wage type deals) + studying
- Where do they live?
Low rent apartments of some kind
- What about the work interests them?
Direct involvement, it's their peer's work
- What are their interests?
Film, animation, the arts
- What do they read, listen and watch?
Facebook and social media
- What type of images appeal to them?
🅱️emes
- What language?
English
- What else have they attended?
Art galleries, flicks last year
- Contact info?
Yes, via SIT
- How much do they earn?
Not much
- What type of cars do they drive?
Cheap ones
- How much do they spend on entertainment?
More than they can afford
- How much are they prepared to spend on your event?
$10 or less
- How will they travel to your event?
Easily
- With whomst will they attend?
Friends, family, partners
13. Why is your choice of venue/place important?
Should suit the audience
14. Answer questions about venue:
- They are very familiar with the venue (it most likely being center stage)
- There are easy access measures
- Our event create the expectation that it will be your usual SIT event
- The venue has everything (chairs included)
- This information is usually given at the start of the show
- If unfamiliar with the location people might have some trouble finding it, but since we start in SIT downtown we can lead people over
- People book? Dunno, good question
- There are emergency protocols in place
- Legal compliances will be adhered to
- Can seat around 300, don't know if it affects our budget since that is still up in the air
- Light, sound, and all other requirements are already there, we'll only need ushers and operators for the equipment - which we can do
15. Why is understanding of the position of your product in the market important?
It's important to identify our points of difference to be unique and stand out against the competition
16. What is our position and is it different?
The point of difference here is that we're the only ones displaying this type of content in Invercargill, as well as only from SIT students and for SIT students
17. What is a SWOT analysis and how does this help promote your event?
Strengths
Weaknesses
Opportunities
Threats
18. What are the strengths of your event?
Huge committee - lots of hands
Direct contact with the target market
Organised by students - who are the target market
19. What are the weaknesses of the event?
Sub-par product - uncertainty of turnout
Organised by students - Who are inexperienced
20. What are the opportunities associated with your event?
Opportunity for networking, meeting industry professionals
Experience
Audience exposure
21. Identify potential threats to your event
Bomb threats
Center-stage is in shambles / shaky venue
Alcohol and unpredictable behaviour
Sponsors and judges might pull out
Tripping hazards, there's a larger possibility of tripping
Earthquakes, it's a shaky venue
Food poisoning
22. How will you promote the event and what's available for free? Publicity avenues/ identify the various media angles and the most appropriate to receive your release. Be realistic and consider each avenue in terms of the TM
Social Media
Posters
Global distribution
23. Why is it important to write an effective media release?
Exposure
24. How long should your release be
💯
25. Why are headlines important?
Eye-catching
26. Where should our main point be?
Genesis
27. Why should your media release be free from jargon?
Confusion
28. Why is it important to understand your target market in respect to who you send your release to?
Perspicuity
29. What photographic images could you include with your release and why?
Relevant, appealing and representative of our event
30. Why should you always follow up your media release
Create an existing relationship with the journos
31. How should you follow up your media release?
Phone calls or E-Mail
32. What is a media kit? What does it include? When would you use it?
: a press release, a flyer or brochure, detailed background about the company or artist, biographies, possibly a list of quotes about past work of the company, photos, fact sheets and press clippings.
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