Due to the sheer amount of work that went into marketing the festival, these blogs have not been up to standard. However, I would like to explain my part as the head of marketing for the ICA Festival. Although I first went in, knowing nothing, marketing came very naturally to me in terms of what works and what doesn't and the analysis aspect of it. If you would like to see my work week by week, my team mates mention me quite a lot in their blogs, however I would like to discuss points that will help future marketing teams.
5 max never 8
The marketing team had a lot to do, but with 8 people there were still a few that ended up without work. This could have been avoided by selecting 4/5 people instead of 8. Make sure that you have the fastest people on the team. Don’t get the people that need explaining. The reason being that some content needed to be uploaded very fast, and even the fact that there is so much work to be done, one cannot afford to redo the work someone already did. Remember, the work done on social media and printed material will be the first thing people see. So you cannot afford to have bad kerning, leading and un centred items. Check these things carefully, people see these things instantly and by publishing these posts you’ll end up with people assuming that the school doesn’t do a good job in teaching, but in reality it’s just lack of interest from the student’s part. A problem we also faced was the fact that towards the end, laptops start to F up. Take care of your laptops and make sure at least 4 people are always present and have a laptop
Videos were very hard to produce for two reasons. Willing participants and booking of studio. The more friends you have the easier it will be for them to accept being filmed. Also make friends with media students. They could help with setting up the studio (IT TAKES TIME) and to book the studio as well. We hope that the videos we produced will help persuade future participants.
Don’t assume it’s easy.
Marketing is one of the hardest jobs. You have a brand and you have to make it simple enough so people understand it and want to invest in it. Remember, your job is to make people CARE. So you first have to care about it yourself. Regardless of how many posts you schedule ahead of time, you’ll still end up scheduling items. Marketing never stops.
Whatever you post, you need to be consistent. Everyday, 7 days a week at least 1 post a day. This is how you’ll end up on people’s timelines.
Sponsoring isn’t bad but make sure you have a following first and even then, pick what the sponsor. If the content is interesting, people will see it. Facebook will restrict views after the first initial sponsor so make sure you sponsor towards the end.
Look at the numbers!
Very very important. Don’t just post whatever comes to mind. You need to look at how people are responding to it. That’s the secret to success. People were not responding to blog posts so we chucked them out. We would have wasted a lot of time writing posts that no one would ever read. This goes for videos as well. Check if the content is working but also WHEN it stops working. Facebook as analytics. From the first video we noticed that people stopped watching after the 5 second mark, watched without listening and the audience was all women. So what did we do? title at the 3 second mark instead of 5, subtitles, and we got men to be more involved with videos. Listen to the people. They are always saying something.
As for me, after assignments were over I focused a lot on marketing spending from 10 am till 9pm sometimes even longer at school to get things sorted. Overall, the marketing team did a fantastic job promoting the event. I would like to thank everyone who helped make this possible and I would like to say that because of this experience I would like to study marketing full on. #newlove