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Marketing Festivals

Learn top marketing tips for new or established festivals. Discover branding, year-round communications, and budget strategies for successful event promotion.

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Marketing Festivals

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  1. Marketing Festivals Helen Palmer - palmersquaredAvril Baker - Bristol International Festival of Kites & Air Creations

  2. Helen Palmer - Festival experience: • Manchester International Festival • Cultureshock (Commonwealth Games NW Cultural Programme) • Liverpool Biennial • British Ceramics Biennial • Shisha: Asian Triennial Manchester • EuroPride • Futuresonic • Manchester Food & Drink Festival • CPD for Cumbrian festivals including: Potfest, Maryport Blues Festival, Cumbria Guitar Show, Cumberland County Show, Sedburgh Book Town, Word Market • Previous board member: queerupnorth, Manchester Jazz Festival

  3. Top tips for marketing festivals: new or established • Be clear who is responsible for marketing & PR • Set realistic aims, objectives (SMART), targets • What’s the budget? • Importance of partnerships • Don’t leave it to the last minute – plan early

  4. Brand • Create strong visual identity • Differentiation & positioning • Truth & authenticity • Target audiences • ‘something for everyone’! • Profiling & segmentation – you don’t need to be an expert

  5. Year round communications • Keep in touch: partners, media, audiences • Database development & maintenance • Maximising opportunities & not wasting resources • Festival buzz • Keep momentum going • Volunteers & word of mouth • Don’t skimp on evaluation

  6. Avril Baker - Festival experience: • Bristol Wine and Food Fair • Bristol International Festival of Kites and Air Creations • Largest specialist kite event in the UK • 23RD year • Attracts over 40,000+ • Appeals to the kite community and general public

  7. Marketing your event on a limited budget • Maximise editorial opportunities not paid for advertising • Look for partnerships/links/contra deals • Media partners • Star attractions • Visitor organisations • Increasing use of online for news information • Reaching wider audience (website, listings etc) • Use printed promotional material sparingly • Brochures • Flyers • Posters

  8. Increasing media coverage • Good images/clear information for journalists to use • Print • Broadcast • Online • Be aware of lead in times for publications and allow for media interviews/photo calls especially in the run up to the event • Look for story angles: regional participants, children involved, charity involvement • Ensure event is included in regional and national listings and event programmes

  9. What’s changing? • Local press and media facing cutbacks • Less space to fill • Work harder to get coverage • Increasing use of online sites for information • Own website • Links • Difficulty in securing advertising/sponsorship to support promotional materials • Increasing scope for social networking

  10. Sponsorship advice • Ensure exhibitors/sponsors etc are an integral part of the event • Don’t “sell out” to cover costs eg poor quality food concessions as lose integrity of event • Sponsors can end up COSTING MONEY! Re demands, expectations and perceptions of volunteers/expecting payment • Consider sampling as revenue

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