Transcript presentation here

Attracting an Audience: how to get
‘em and keep ‘em
Learnings from The Festival of Marketing
March 2015
Ashley Friedlein
President, Centaur Marketing & Founder, Econsultancy
@AshleyFriedlein
Copyright © Econsultancy
2
3
“Sometimes magic is just
someone spending more
time on something than
anyone else might
reasonably expect.”
Teller of Penn & Teller
4
“It’s not complicated; it’s just
hard.”
Michael Slaby, Obama's 2008 chief technology officer
5
The Festival of Marketing
6
FOM key stats
• Hosted at Tobacco Dock for first time in 2014
• Big name headliners - Bradley Wiggins, Alistair
Campbell, Tulisa etc
• A cinema, sweet shop, liquid-nitrogen ice cream, a
games arcade, F1 experience, robots, drones...
• 3,000+ paying delegates
• 112,064 unique visitors to event site
7
FOM key stats cont’d
• More than 90 blog posts referring to the Festival
• 7,000+ tweets in October, trending 35 times with a
halo effect of roughly 30,000,000 impressions
• Coverage including Mail Online, the Telegraph, City
AM, The Guardian, and a double page spread in
The Independent
• 2014 vs 2014 saw 37% revenue and 55% gross
profit increase YoY
8
PPA Award Winner: Event of the Year –
Business Media
9
The hard stuff
•
•
•
•
•
Great experience
Great sales
Great content
Great service
Great marketing – strong editorial support and yearround ‘beating the drum’
10
Vision
• Like Cannes, SXSW but for London
– ‘Destination’ venue
– ‘Left-field’ talks as well as practical
•
•
•
•
•
•
Marketing not just digital marketing
International but London-centric
Immerse-in-the-shortlist awards
One event; one brand; one entry price
More than 50% paid for revenues
Double revenues and 50% GC margin by 2018
11
“A rose by any other name
would smell as sweet.”
Romeo and Juliet, William Shakespeare
12
“It's definitely a festival, it's
not a conference. And that's
the highest compliment you
can possibly pay.”
Philip Byrne, Creative Director, Buzzfeed
13
“They can’t go stale because
they were never fresh.”
Jerry Seinfeld final punchline for his Poptart comedy routine
14