How to market a film festival to an audience.

1) Create a home for your celebration on the web.

Provide your contestants a platform on which they can share a trailer of the movie they plan to promote at your celebration. Allow visitors to vote on the trailers, with a thumbs-up/thumbs-down or one-to-five-stars method. This allows the very best ones to rise to the top, producing a channel of the greatest quality material, which can be utilized to attract a large audience. This widens the timeline for audience engagement, and offers you a lorry to convey supporting messages associated with the celebration itself.

You desire a site where entrants can upload a trailer with minimal technical know-how. The most convenient way to do this is to utilize YouTube as the host. Users worldwide simply create their own profile and/or channel on YouTube, send their content, and after that provide your site with a URL or embed code to the video. Each trailer then has its own landing page on your celebration’s website, and ought to be accompanied by “Send To A Pal” and “Download To Your iPod” links, along with submission links for social bookmarking websites like Del.icio.us.

Make certain your site is scalable, on the occasion that you get ten times the traffic you expected. Even if you are focused on quality content, be gotten ready for huge amount too. Your web designer needs to make you really positive that your site will not give in pressure.

You’ll also want to include search capability (this is easy with Google Custom Search) do some user screening, or seek advice from a functionality professional on making your festival’s site as accessible as possible. Invest in good analytics software application to follow patterns in gos to,.
pageviews, referrals, keyword-driven traffic, and so on.

2) Provide your festival a personality.

If your celebration has a theme, make it very obvious. Brand name it regularly, from the copy composing to the graphic style to the outbound marketing communications. Everything should boil down to the critical concept of what your festival is about. If it’s abstract, e.g. “great independent film,” that’s great as long as you remain constant.

Offer a reward. Partner with local companies in the host city, e.g. the Chamber of Commerce or a regional Arts Council. Discover a major event occurring which might benefit from a collaboration; your contestants’ work might be a significant property to their program. The grand reward, apart from whatever you already decide to use the winner( s), is the visibility of being associated with these organizations … and therefore get in front of a big audience.

3) Specify your stakeholders.

Your directors and manufacturers are the ones supplying quality material– the lifeblood of your site and your finest promotional asset leading up to the festival.

Your visitors are your primary source of feedback. Take advantage of their opinions sensibly and you’ll find numerous ways to bring them back to your website, and to your celebration– along with their good friends.

The public is the 6 billion people surviving on this world. Some do not have computer systems. Some do not like film. However in line with The Long Tail concept, reaching practically everybody else is reasonably simple … and the lovers will come out of the woodwork.

Keep these people pleased at every phase of your campaign, and your marketing engine will keep things moving with minimal intervention on your part.

4) Develop measurable objectives.

How many directors do you think you could get to register? The number of individuals would you like to visit the site and vote on trailers? The number of views do you believe a trailer of an ultimate award-winner ought to get? Reach a low, medium and high estimate, with a timeline of forecasts, and constantly measure your development.

5) Utilize digital media channels to the maximum.

Social Networking.

With a bit of research study, you can find the right social networking sites to target for your project. To leverage Long Tail capacity to the max, use a network like Facebook or Myspace to co-brand material and engage new groups of individuals.

Facebook – Produce a Facebook profile for each member of the organizing committee, and utilize this to administrate a dedicated Facebook Group. Have your designer develop a Facebook application enabling artists to embed their trailer in their profile, with a module to obtain rankings on movies. For viewers, the application ought to use “on-demand” rankings of all trailers published (across the entire Facebook network) to motivate healthy competition.

It is also handy to include calendar integration for alert of crucial dates in your mini-feed, and of course links back to the celebration site and blog site. If your celebration features material from around the world, why not add a real-time updating world map showing geographical location of all taking part artists?

Myspace – On this network, you’re faced with a tradeoff. This is still the best place for artists (and art enthusiasts) to support their passion. However, it may likewise be harder for you to cut through the spam and develop a meaningful project. Compared to Facebook, spend far less time administrating the Myspace profile. It needs to merely be a “content dump” with routinely rotating trailers and blog material.

If you have a great deal of manpower at your disposal, also consider a targeted method to a few of the industry-specific websites such as Flixster, MatrixMovies and Revver.

Online search engine.

Getting your celebration to appear plainly in online search engine requires an orientation toward dynamic content and inbound links. Start a festival blog in which organizers can collaborate to submit material daily. This will push a variety of pertinent keywords out into the online world, connected to your site to bring people back for more.

For added juice, open the blog site up to the public– if the public is correctly engaged, the volume of material will grow at a furious pace, along with the number of incoming links to your site. With a little imagination, you will not have problem developing original material: occasion news, included films, press discusses, staff picks, and so on. Make sure all blog site material is accompanied by chicklets (links for easy publishing) to popular social media sites, to increase the number of viral touch points.

If particular video material speaks with a specific audience, weed out the leaders of each category and make them familiar with what you’re doing. Usage Technorati to find the most popular bloggers in these categories, and approach them personally and separately, offering them your material and/or reciprocal links.

Find every occasion site associated to movie, digital media, arts & culture, in addition to the city where your occasion will be hosted. Develop a reference sheet containing your event’s title, a short description, a long list of comma-separated tags, a much shorter variation of the exact same list, and other important details which will need to be standardized throughout all submissions. Place on a pot of coffee and hammer away.

It would likewise help to employ a (SEO) specialist to deal with the keyword technique and tactical implementation. This will make your pages friendly to the spiders sent out by Google, Yahoo! and the like.