(Blog 4) Thoughts on Marketing and Success

 

In this final blog, I have chosen two topics to discuss based off of Week 7 and 8 lectures and reading materials. The first of which is my thoughts on applying marketing concepts and goals to running a film festival, and how that has affected our group thus far. The second is my thoughts on the week 8 lecture topic that analysed the the definition of success, and how that shapes the goals for my film festival team.

In How to Set up a Film Festival, it says to set clear marketing objectives, such as “achieve 50% capacity over all screenings”, or “achieve x number of attendees” (Eldridge and Voss, 2001). At first we had very little direction on how to put the marketing team to work early. It became clear that marketing research could be assigned in order to set the level of expectation we wanted in order to provide guidance for our sponsorship and events planning teams. The goals we had set were high, as we wanted to fill to capacity every room we booked, and were unsure of how to predict such goals. Our aim at this point was to utilise the marketing team to their fullest and try to reach the highest potential viewers who would be interested in this somewhat narrow topic of immigration, and hope that we can bring in a fraction to fill the spots we had booked. Our goals then, became based on filling the spots our sponsorship team could secure us at each venue, as the capacity was finite, where as the potential audience with the right marketing techniques could be in comparison, unlimited. We found that goals were important to set, because without clear goals, we would never really know how to define our success against our expectations, and perhaps more importantly, our future success.

This brings us to the second topic. How do we define success? At its core, it is a subjective answer. Success is measured differently depending on the person. In the week 8 lecture, one line on the PowerPoint slides stuck out to me: “For such an organisation to be successful, financial and social values must be treated with equal importance.” (Monash, 2018). A balanced effort to me seems to be the best strategy simply because they are dependent on each other. A reflection of social values that people can relate with will be reflected in the attendance or financial success, and high attendance and financial success is a tangible way to measure whether or not a social message was received. Our group had acknowledged this early on when we decided on the theme of our festival. As some of us wanted a high turn out, a festival focused on immigration based in a country with such a strong immigrant population made sense. Similarly, some of us valued choosing a theme they believed in, and working to secure a large audience meant that the message was not sent in vain.

 

References
Eldridge, Pippa, and Julia Voss, editors. How to Set up a Film Festival. BFI, 2001.

“Film Festivals as Counter Public Sphere .” Lecture Slides Week 8. Melbourne, Monash.

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