gsca wake up to great marketing ideas 2013 ottawa
DESCRIPTION
Presentation in which I contributed and moderated discussions and additional audience ideas about marketing ideas that were both creative and got great results. Presenting with me were Julie LaRoche, David Henderson, Alexandra van der Zee, Corinna Graham and Mary Jane Dodge.TRANSCRIPT
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Wake Up To Great Ideas
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Wake Up To Great Ideas
• Learning from inside and outside our industry
• You’re encouraged to share your great ideas
• Stimulate thinking
• Encourage collaboration
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Julie LarocheMontreal Science Center
Old Port Montreal, Quebec, Canada
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Sharks on the Screen and in Exhibits
Presented by
Julie La Roche
Director Sales, Products and Customer Service
Montreal Science Centre - Old Port of Montreal
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Sharks on the Screen and in Exhibits
Some history :
˃ IMAX Theatre opening in 1988˃ Montreal Science Centre
inaugurated in 2000˃ A first to be presenting same
topic film and exhibition
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Sharks on the Screen and in Exhibits
Communication goals :
˃ Create a “ Shark happening ”˃ Increase IMAX-Exhibition combos
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Sharks on the Screen and in Exhibits
Challenges :
˃ Exhibition opening early April, butIMAX movie not ready before end of
May˃ Differentiate exhibition from film
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Sharks on the Screen and in Exhibits
Strategy :
˃ One campaign for exhibition˃ One campaign for IMAX movie˃ A combo promotion campaign
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Sharks on the Screen and in Exhibits
EXAMPLES OF EXECUTION
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Sharks on the Screen and in Exhibits
OUTDOOR BANNERS
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OUTDOOR BANNER
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Sharks on the Screen and in Exhibits
LOBBY
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Sharks on the Screen and in Exhibits
LOBBY
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Sharks on the Screen and in Exhibits
LOBBY
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Sharks on the Screen and in Exhibits
LOBBY
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Sharks on the Screen and in Exhibits
LOBBY
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Sharks on the Screen and in Exhibits
LOBBY
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Sharks on the Screen and in Exhibits
EXHIBITION HALLWAY
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Sharks on the Screen and in Exhibits
WEBSITE /SOCIAL MEDIAS
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Sharks on the Screen and in Exhibits
WEBSITE/SOCIAL MEDIAS
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Sharks on the Screen and in Exhibits
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Sharks on the Screen and in Exhibits
ADVERTISING
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Sharks on the Screen and in Exhibits
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Sharks on the Screen and in Exhibits
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Sharks on the Screen and in Exhibits
PROMOTION
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Sharks on the Screen and in Exhibits
PROMOTION
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Sharks on the Screen and in Exhibits
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Sharks on the Screen and in Exhibits
Questions
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Sharks on the Screen and in Exhibits
Thank you !
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New England Aquarium “Sharks”
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“Dragons” Billboard
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Extending Your Reach Through Partnerships and Good Ideas
David Henderson, Manager, IMAX Theatre
Canadian Museum of Civilization
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Lessons from this cartoon:
1. Being polite can save your life
2. Instructive: consider observing something common in a new way; give it an imaginative twist
3. How others may see you can be illuminating
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A new partnership…discovered by chance
• Listened to radio interview on way to work
• Grade 5 student gave a review on radio of the “We Day” Conference, on behalf of website Macaroni Kid
• Made imaginative leap: What if kids were given a chance to write IMAX film reviews?
• Who best to inspire but young people -- by giving them a challenge
• Best reviews won a prize, not only for the young writer, but they won a prize for their whole family (IMAX Club Memberships)
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The partner: Macaroni Kid
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The partner: Macaroni Kid • Founded 2008
• Mission: Macaroni Kid and its family of Publisher Moms are dedicated to delivering the scoop on all the family-friendly events and activities happening in their communities each week.
• Macaroni Kid is a “media brand” that reaches active moms with pre-K and school-age kids
• Revenue: Advertising
• Each local edition is published by a mom who lives and raises her family in her community.
• Local Ottawa edition has been online for 3 years
• Macaroni Kid gives unique credibility and value to readers. Readers get the inside scoop on what to do with their kids in their town from the mom who always knows what's going on.
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The idea • Created “The IMAX Kids’ Critics Challenge” in partnership with
Macaroni Kid
• Planned two screenings of Flight of the Butterflies: one in French, one in English
• Macaroni sent direct emails to subscribers, with links to IMAX website & trailer of Butterflies (they also had key local media contacts)
• The prize: IMAX Club membership for the winning writer and their family
• Two winners: One for best review from writer in Grades 4-5; One for best review from writer in Grades 6-7
• Timing: both screenings: Saturday morning in June 2013
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Samples from winning reviews (1)
“Personally, I think this presentation is best suited for ages seven and up….This presentation has taught me lots about butterflies that I did not know. For example, I didn’t know what milk weed was and that butterflies had baby caterpillars on milk week. Facts like this make the presentation way more interesting ! Keep on going IMAX with those awesome presentations!”
Jacob, age 11
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Samples from winning reviews (2)
“ I really liked the colouring of the butterflies and the classical music…The film made me think about how we should change our garden to more butterfly friendly plants. I don’t think there is anything I would change and I think that the public will really enjoy the flight of the Butterfly movie.”
James, age 9
my brother also sent in a review, also aged 9. We are twins
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“I liked it when they found all the butterflies. I would have like it if there was danger in the movie. But there wasn’t. Three stars out of five.
Molly, age 5
Personal Fav #3
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“I liked how you told the life of a butterfly and added a true story to it. I think you should add just a little bit more information about the butterflies. I know I could never even make that IMAX. You guys did a terrific job. I rate it 4 out of 5
Danika, age 9
Personal Fav #2
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Personal Fav #1
“I wish the film had more bad guys.”
Molly, age 5, upon leaving the theatre
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Note from a parent
Hi Sara-Lynne and David
Many, many thanks for the amazing opportunity.
Our family is thrilled to be able to visit the IMAX theatre for the year.
Erin
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Observations & Conclusions (1)
• This idea can be used many times; perhaps for every new film we launch (and for new exhibitions at the museum) – but don’t launch it in June ! Timing is crucial
• Timing: Although sent press releases & idea promoted via Macaroni, and screenings were free, 20 families in the English screening; 40 in French
• Encourages young people to be engaged in the film in a new, challenging way (and the winners win something for their family – they earn something, and become a “provider”
• Our theatre becomes a source for new adventure, learning, accomplishment, active participation, and inspiration. They feel a part of it and the film they watch
• Your film distributor will love you – and they can promote your idea and theatre on their medial channels
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Observations & Conclusions (2)
• The idea is “scalable”: in future, invite “real” film critics as judges or to share advice before a film screening; invite students in other grades
• Since we partnered with an web-based company, it was simple to spread the word and to reach their subscribers
• Great partnerships may be discovered and inspired at any time
• At the conclusion of their reviews, many kids wrote: “thank you for this amazing opportunity.”
• When kids show gratitude, you know you are on to a good idea with a great partner
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Smithsonian SCVNGR Program
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Museum of Science QR Codes
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Corinna GrahamMuseum of ScienceBoston, MA USA
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Transporting Visitors: Travel/Culture Films at a Science Museum
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Focus on Travel• Seeing places that would otherwise be
difficult/too far away to visit• Wonders of the world• Experiencing life in a distant city• Other travel films at MOS: The Greatest Places,
Arabia, Amazon.
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Other Travel/Culture Headlines
Extraordinary land. Extraordinary adventure. - Arabia
Go places even your GPS can’t find. - The Greatest Places
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Focus on Culture: Jerusalem
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Jerusalem Billboard
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Jerusalem Digital Display Ads
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Outreach to Community and Religious Groups
Sent materials announcing arrival of the film tolocal religious groups, community groups, seniorgroups and councils on aging.
We were able to do a group discount for ourDead Sea Scrolls exhibit for September, so itwas a great message to pair with arrival of thefilm.
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Jerusalem World PremiereWith producers and distributors, invited pressand special guests and local community leaders.
Also made some tickets available to public tohave a completely full theater.
Opened film at MOS on September 12 for thisselect audience. Film opens across country onSeptember 20.
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Boston Jewish Film Festival at Museum of Science
for JerusalemWe will host a showing of JERUSALEM in ourMugar Omni Theater during the annual BostonJewish Film Festival on November 12.
The film will be followed by a panel including aRabbi, Priest, and Imam to discuss the history ofeach religion in the region.
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Getty Museum – “Lady in Blue”write 1st line of letter
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Alexandra van der ZeeOmniversum
The Hague, Netherlands
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Campaign Challenges & Strategies
Campaign strategies:•Make the film also appealing for boys and men,
not only girls and women
* Generate enormous free publicity
Challenges:Will people drive for one hour to see this film?
Make the film interesting in a country where no monarch
butterflies live.
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Appoint an ambassador
Big Idea
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Doktor Freek VonkDutch Steve Irwin = Freek Vonk!
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2 press screenings, 20 journalists,15 interviews, 3 TV shows (2 national, 1 regional), 1 radioshow (national).6 telephone interviews
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Results: printed articles worth more than $267,630 -- in advertising.
Regional Public TV, average of 35.000 viewershttps://www.youtube.com/watch?v=4hV2QquRMzM
National Public TV, average of 1,000,000 viewers:
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Social Media Freek Vonk had 24,683 followers at the moment we hired him. One month later the number increased to 25,607 followers.
Freek tweeted frequently during the press events and the opening of the film. He also used his Facebook page to promote the film.
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Official launch of Flight of the Butterflies : The Children’s Premiere
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Freek is very popular with boys, age 4 to 15 years old. Freek made the film very attractive for this target group.
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Publicity: articles in newspapers and magazines
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-Free publicity value more than $265,000
-Catering and shop turnover: +21%
-Visitors results in first 6 weeks: 16,000 attendance
-First two months: 18,000 attendance
-May was the best month in recent history: 35,360 visitors
Results:
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More Results:
- 30% new visitors in the first 6 weeks
- 10% more visitors who haven’t been at Omniversum the past 5 years
- 40% saw the TV spot (normally 20%)
- 21% saw an article in newspaper, magazine or online (normally 7%)
- 12% saw the online campaign (normally 7%)
- 7% saw the social media campaign (normally 5%)
- 22% of the attendance was 50+, slightly more than usual (18%)
- In first month 4,000 clicks on the Adword: ‘Win tickets for Flight of the Butterflies’, that is 25% of the ambition in only 20% off the online budget
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Mining the MAC Awardsfor Marketing Ideas
Mary Jane Dodge
MacGillivray Freeman Films
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Indiana State Museum IMAX Theater collaborated with the Indianapolis Zoo to
launch Born to be Wild.
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Indiana State Museum IMAX Theater collaborated with the Indianapolis Zoo to gainPR exposure for the film, Born to be Wild. The elephant from the zoo delivered the last reel
of film to the IMAX Theater.
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Science Center of Iowa
List of Sponsors for Harry Potter
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Science Center of Iowa
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Science Center of IowaMedia sponsorship with WHO TV NBC affiliate
Contract is to sponsor IMAX films for 3 years
SCI receives• A bank of advertising hours with WHO to
use for IMAX films• One Saturday interview a month consisting
of four one-minute interview in two hours • A one minute interview each Friday
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Science Center of IowaMedia sponsorship with WHO TV NBC affiliate
Contract is to sponsor IMAX films for 3 years
WHO TV receives: • Recognition as media partner for all IMAX films• Logo recognition on exhibit “What on Earth”
and “The WHO” Weather Studio• Recognition on IMAX pre-show• All film collateral • SCI’s website and Annual report • A number of tickets to give away• Exclusive media access to select stories,
priority interviews and access to exhibit previews
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SHOW ENTIRE PROPOSAL
FOR SPONSORSHIP
Singapore Sponsorship Proposal
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Iowa - sponsors
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~ THE MAIN EVENT ~
• Muggle Quidditch Tournament: Games & Clinics• Michigan State University vs. Oakland University
• Friday, July 15, 2011• Front Lawn of Henry Ford Museum
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The Henry Ford IMAX Theatre• PHOTO SLIDE SHOW• GSCA 2012• ~ BEST FILM LAUNCH BY A THEATER ~• “Harry Potter & the Deathly Hallows, Part 2: An IMAX 3D
Experience”
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The Quidditch teams.
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Both teams with their Quidditch trophies. It was a GREAT day!
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News vans from our local NBC & ABC affiliate TV stations.
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FAVORITE CREATIVE
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Montreal
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Butterflies – Telus Spark
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Wake Up To Great Ideas
Thank you all for sharing
your wonderful ideas
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Rich Swietek - ModeratorFriendly Giant Marketing
207.361.3774
Website