Hidden in Plain Sight: Finding Solutions to Modern Marketing Challenges
Friday, September 29, 2017 (final day of the conference)
8:00 am - 5:00 pm
DoubleTree by Hilton Hotel Chicago—Magnificent Mile: LaSalle Ballroom
The Marketing Symposium is included with the
conference All Events Pass. Register for a day pass if you are are
attending only the symposium. Register here!
Everywhere we look, audiences (and their expectations) are changing. In museums and theaters alike, we struggle to stay top of mind in the sea of digital distractions and competing leisure-time activities. So, how can we better connect with the people who care about our organizations? The answer is closer than you think.
Join GSCA and Museum Playbook for an engaging day exploring consumer trends, new ideas and helpful tools. Focused on increasing theater attendance and revenue, we’ll cover topics like:
- How to get the most out of your theater marketing budget
- Innovative upselling techniques at the box office
- The latest social media tips and tricks
- Juggling competing priorities to maximize revenue
- Connecting with new and niche audiences
The day will will leave you with a solid plan that you can take back to your theater and put into action. Your audiences are out there and we’ll help you find them.
Symposium sessions with a solid plan full of ideas to take back to your theater and put into action
Guest speakers to be announced soon. Schedule subject to change. Continental breakfast, lunch, and snacks provided.
|7:30 am - 8:00 am
||Continental Breakfast, sponsored by Evans & Sutherland
|7:30 am - 5:00 pm
||Registration and Information, sponsored by The Stephen Low Company
|8:00 am - 8:30 am
||Welcome and Introductions
Local Chicago performers (to be announced) will energize the audience and set the stage for a day of inspiration, innovation and learning.
Task force leaders Mark Katz and Andy Zakrajsek will welcome attendees and introduce Museum Playbook.
||Part 1: Setting the Stage
|8:30 am - 9:15 am
||Seeing the Forest and the Trees
Museum Playbook will present an interactive summary of the challenges and opportunities that museums and theaters face, with insights gathered from site visits, visitor interviews and member surveys. Insights shared—including the dangers of overlooking audience engagement blindspots—will be informative to all GSCA members.
Speakers: Despi Ross and Charity Counts, Museum Playbook
||Part 2: Audience Engagement
|9:15 am - 9:30 am
A local Chicago performer (to be announced) will tell a story about an awe-inspiring experience of seeing a giant screen film inspired by a real visitor account to set the stage for our audience engagement track.
|9:30 am - 10:00 am
||How to Find Audiences (You Already Have!)
Lean how to create data-driven audience personas that can help you identify niche segments within your primary audience—and target the right audience for every film.
Speaker: Jodi Harris, Content Marketing Consultant
|10:00 am - 10:15 am
|10:15 am - 10:30 am
||15 Audience Engagement Ideas in 15 Minutes
15 quick research-backed suggestions to better engage audiences
Speaker: Despi Ross, Museum Playbook
|10:30 am - 11:00 am
||Connecting with New Audiences
Thinking about diversity isn't enough. In order to reach new audiences, we have to kick those ideas into action. This presentation will focus on ways to turn ideas into engagement.
Speaker: Doug Harris, The Kaleidoscope Group
|11:00 am - 11:30 am
||Turn Your Visitors Into Marketers
Research has shown that word-of-mouth is the most power marketing vehicle for films. This session will teach you how to use great customer service experiences to turn your visitors into powerful brand ambassadors.
Speaker: Jackie Huba, author of Monster Loyalty (How Lady Gaga Turns Followers Into Fanatics)
|11:30 am - 12:00 pm
||Q&A with Audience Engagement Speakers
The speakers featured in the Audience Engagement track will return to the stage for a Q&A session.
|12:00 pm - 1:00 pm
||Lunch, sponsored by Evans & Sutherland
"Conversate and Collaborate" activity. Each table will have a set of conversation starters that encourage attendees to talk about ways producers, distributors, and museums/theaters can collaborate. Topics will be inspired by Museum Playbook site visits and staff interview findings.
||Part 3: Maximizing Revenue
|1:00 pm - 1:15 pm
||Box Office Rally
Improv actors will perform scripted and improvised scenes with audience suggestions and real-life box office situations that propose creative ways to upsell.
Presenter: Mookie Harris, Indianapolis-based improv actor
|1:15 pm - 1:30 pm
||15 Ways to Stretch Your Marketing Budget in 15 Minutes
15 real-life, hands-on, down-and-dirty ways to make every dollar count. Session will include findings/recommendations from site visits.
Presenter: Despi Ross, Museum Playbook
|1:30 pm - 2:00 pm
||Practical (and Creative) Ways to Increase Ticket Revenue
Action-oriented tactical ideas for boosting revenue through your approach to ticket sales.
Presenter: Brian Siddle, Strong Coffee Marketing
|2:00 pm - 2:30 pm
||Q&A with Maximizing Revenue Speakers
The speakers featured in the Maximizing Revenue track will return to the stage for a Q&A session.
|2:30 pm - 2:45 pm
||Part 4: Digital Marketing Tips and Tricks
|2:45 pm - 3:15 pm
||Social Media Tips and Trends
Do you find social media to be a paradox? Brimming with opportunity but difficult to get results? This session will be focused on specific actionable tips to get you on the right track.
|3:15 pm - 3:45 pm
||The Power of Search
Visitors find film showtimes through online search more than any other method. This session will offer tips to optimize your website, use Google Adwords and other third party tools to make sure you show up when your visitors are looking.
Presenter: Mary Hartman, Hanapin Marketing
|3:45 pm - 4:15 pm
Email tips and tricks to increase conversion and revenue.
Presenter: Mike Christie, Good Health Copywriter
|4:15 pm - 4:45 pm
||Q&A with Digital Marketing Speakers
The speakers featured in the Digital Marketing track will return to the stage for a Q&A session.
|4:45 pm - 5:00 pm
Task force leaders Mark Katz and Andy Zakrajsek will offer a wrap up and provide an overview of the tools available on the GSCA site.