Chorley Film Society
Chorley Film Society
As part of the preparations for this year’s Film Society of the Year Awards, the latest series of featured exhibitors will be the winners of last year's awards. This month we hear from Chorley Film Society - winners of best Marketing and Publicity at the 2008 Film Society of the Year Awards. Marketing Officer Ian Robinson gives us an in-depth look at how their successful marketing and publicity campaign operates.
Chorley Film Society were honoured to win Best Marketing at the 2008 BFFS awards. As we are based in a 236-seat Theatre, we have to work very hard to fill those seats so it's nice to be noticed for our work. Most of our showings get at least 75% full, with many sell-outs, and our various screenings in villages also do very well.
The key to good marketing is getting your message across clearly and to try and target the people most likely to come. While you have to make as many people as possible aware of your events, a broad approach may not always work. Build up strong relationships with local shops, press, and groups, but most importantly with your members so that they'll spread the word.
MAILING LIST
Our most important tool is the mailing list. Under Membership Secretary Ian Lynch we have built up a large database of names, and we send them reminders before every film. We do provide a long list at the start of a season but a newsletter to arriving in the week before a film (eg the Tuesday or Wednesday before a Sunday showing) that only promotes that film will do wonders. People lead such busy lives nowadays we can't expect everyone to remember our schedule as well as we do.
We use barcodes and special software, but it's not too hard to do with Microsoft Office. At some point, you may have to chop the mailing list down as postage becomes too expensive (we have about 300 houses on our list at the moment) so we 'cut off' someone after 6 months, restarting when they come again.
Every member receives a high-quality card to keep, which we think makes them feel part of the group. Those who join for the full season get a 'Season Ticket' so that they can see the evening films for free and the afternoon films for half price (they also get a discount on any other events). Anybody coming on a film-by-film basis gets a different card, which is stamped on the back - after 10 films, they get the 11th free.
Occasionally, the newsletter will include a poster on the back so a member can display it for us.
BROCHURES
Of course, we have to get all those people to our films in the first place and we have a number of things in place to do that.
First-and-foremost is our brochure. It's a distinctive 2-colour, 2-sided brochure containing all the information for the next season. Our teams of flyerers leave them all around town - we've found that most local shops are only too happy to promote Chorley events, especially when we ask so nicely (this is also a good way of spreading the word, it's amazing the connections you find when just going door-to-door).
We have deals with the housing association for new home-owners to receive one, and the local tourist attractions are only too happy to have the brochures on display. The brochures do, of course, go in the local libraries and many local shops but we have a deal with a shop called Malcolm’s Musicland. Malcolm sells tickets for nearly every arts event in Chorley and gives out a brochure to everyone who buys a ticket for any show.
The brochure folds down to one third A4 (99mm x 210mm) so it fits in envelopes and people's pockets. This is the ideal size for people to carry around and constantly refer to.
POSTERS
The posters are designed specially to work in local shops and noticeboards and go all over the town in the few weeks before a film. Ideally, they should be out in large numbers 2 or 3 weeks before the showing. Put them up too early and people have forgotten/don't care by the time the film comes along. Too late and there's not enough time for the event to sink in.
Posters should display: title, date, venue - as large as possible. Simple pricing, your details, and any contacts should be on there but do not need to take up much space as people will seek these out after being interested by the main details. I also make sure I include Chorley Film Society branding at a decent size, to distinguish from other groups using the Theatre and also as a mark of quality.
FLYERING
Posters can be reduced to A6 or A5 size and handed out at other events in your town. I've taken to standing at the exits of my theatre shows and giving them out. This is a great way to discover what an audience likes - but be sure to ask the venue owner first!
It may be useful to put a map of your town on the back of a flyer so people know where to find you. I try and include one everywhere, because it's amazing how many people have lived in the area for decades but still don't know where you are and what you do!
PRE-FILM PROMOTION
Before all our films we run a DVD to entertain the audience and keep them informed of upcoming shows. The DVD changes throughout the year and helps remind people of the services we provide. The DVD also includes film information, venue details, a bit of history, and a quiz. It all serves to gently remind people of the great stuff going on.
I now run a DVD before every event at the theatre, which meant trailers for our films were seen by the thousands of people who came for the pantomime and has given us a significant boost in the winter months.
Being a Mac user, I use the iLife suite of programmes to create the DVDs but I'm sure it's quite easy on a PC using, say, Powerpoint. As long as you can write a 'movie' to DVD and run it through your own equipment (or hook up a laptop) you're sorted.
MEDIA APPEARANCES
Never shy at coming forward, nearly all our committee members have appeared on the radio or TV. One member, Estelle Bryers, is the recycling expert on Chorley FM (yes, it really exists) and her regular appearances are timed to promote our films. We have appeared on Chorley FM several times but have also done a few appearances on BBC Radio Lancashire. One appearance on Ted Robbins show resulted in a sell-out film 3 hours later.
Our Archive night in 2007 also got good coverage, with features on Radio Lancashire and Granada Reports. In fact, that week we were also helping out with a variety show at Chorley Little Theatre and the total publicity resulted in us projecting to nearly 1000 people over just 4 days.
I also keep all the local radio stations updated with listings and press releases. They may not always be run, but it's good to keep in their face. Check your local station's website to see if they have a 'what's on' section (e.g. The Guide on BBC Radio Lancashire) and add your events there.
PRINTED PROMOTION
You should develop a good relationship with the local press - find out who the editors are, the key reporters, and their deadlines. Nowadays, if you can write the story for them and attach a photo you've a strong chance of getting in. The paid-for paper Chorley Guardian nearly always runs an article, while the free paper Chorley Citizen will have us listed for several weeks in advance - and they even included our purchase of a big screen as one of the town’s top stories of 2007!
Many local papers are struggling or closing at the moment so don't expect them to come chasing you - you've got to e-mail, phone, or even call in, to keep them on their toes.
In addition to these clippings, the Evening Post newspapers in Preston and Wigan include us in their cinema listings (alongside the likes of Preston Odeon and Vue cinemas) and have a Community section that we contribute to. I've added to their online 'Community Calendar' so that our events show up there and in the paper.
I also send out listings and articles to the Press Association so that we appear in newspapers, on teletext, and film websites. But this does seem to be pot luck - and the hardest job is undoing all this information if you have to change things.
NEW MEDIA
Having had some trouble with our Internet Service Provider, we're currently revamping our website before next season, but we have embraced Social Networking to keep the public updated. Our Myspace page has allowed us to reach people who would previously have had no knowledge of us, as well as contacting other like-minded groups. By sending out bulletins we are able to remind and inform hundreds of people about our upcoming events, in a similar way to printed newsletters.
We also have a public group on Facebook, which anyone can join. By creating events and inviting friends the word can spread very quickly and the chain leads to much more awareness of what’s going on. I'll be honest and admit we set up on Facebook too early - the best technique is to sign up, get loads of 'friends' and then create your group. However, what's interesting is how you can see 'bumps' after successful shows eg. the theatre group I ran increased by 20% after a recent show.
I'm also on Twitter (as a general Chorley Theatre feed) which works differently to Facebook and Myspace but is brilliant at finding like-minded groups and getting yourself known.
All of these websites allow us to keep people updated, and also provide a great way for members to give us feedback and tell us their news. They're also great for keeping in touch, wherever you are. I can contact various newspaper and radio people (as well as my fellow committee members) very easily though these sites.
Website: www.chorleyfilm.co.uk
MySpace: www.myspace.com/chorleyfilm
Facebook: http://www.facebook.com/home.php?#/group.php?gid=2583341332
Twitter: www.twitter.com/ChorleyTheatre
So, there are some tips on marketing. I will admit it helps us that I'm a professional graphic designer doing this in my spare time, but I'm sure there'll be a local printer able to help you out and there are many adult education courses for those of you daunted by using a computer so much. Ultimately, whatever the medium it comes down to word-of-mouth and we can all do that.
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To find out how to apply for the Film Society of the Year Awards, or contact jaq.bffs@googlemail.com
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You can also follow BFFS on Twitter! http://twitter.com/_BFFS_
