being shown at the event. Still image “lectures” can dampen the energy of the event unless the images are spectacular and the speakers very adept. BUSINESS EDU continued
frequent and engaging. Consider a Hybrid Festival
You may not want to limit the festival to people who can physically attend. Today’s online collaboration technologies (e.g., Zoom, MS Teams, etc.) can enable you to reach a larger audience by moving some or all of your events online in addition to the physical venue. Be careful, though, as a hybrid approach can “cannibalize” your live attendance, which can detract from the desired revenue and energy of the event. An alternate approach could be
To make the event flow more smoothly, utilize the services of a host to introduce each presentation. The host should be capable of keep- ing the event moving and in accord with an established timeline, while engaging the audience with humor, anecdotes or other interesting com- mentary. Marketing Besides traditional channels for reaching potential attendees (e.g.,
Film Festivals need sponsors. Feature them prominently
email blasts, websites, messaging at dive club meetings, etc.), digital marketing is today’s most effective strategy. To make a film festival successful, a serious digital strategy needs to be developed and implemented. Underwater film lends itself exceptionally well to social media. As part of your marketing effort, you can release: "Behind The Shot" Videos ▪ Underwater Photography ▪ Marine-Life Facts ▪ Festival Trailers ▪ Previous Winners Of Competitions ▪ Filmmaker Challenges ▪ Short Sponsor Videos And Raffle Prize Highlights ▪ 30-Second Film Clips ▪ Filmmaker Interviews ▪ It is important to start releasing these months before the festival. On social media, you need to create a “buzz” and this can take some time. Utilize several platforms (e.g., Facebook, Instagram, TikTok, etc.) and keep the communication
to move some of the content online or to move the content online after the event. For example, a limited online program after the live event, perhaps with selected films available for a defined period, could help you reach many more people than could ever attend the in-person session. The Economics For any event, the economics are critically important. A fundraiser, for example, cannot lose money! Pay attention to the following and develop a clear economic model for your event: Revenue Ticket Sales ▪ Festival Passes (limit how many complimentary passes are ▪ distributed for the event as free admission does not con- tribute to your revenue) Sponsorships ▪ Grants ▪ Vendor/Exhibitor Fees ▪ Workshops ▪
Merchandise ▪ Memberships ▪ Donations ▪ Online Viewing ▪ Tourism Partnerships ▪ Costs Venue ▪ Projection/Screening Technology ▪ Film Licensing ▪ Insurance ▪ Staff And Labor (if applicable) ▪ Marketing ▪ Awards (if applicable) ▪
Assemble all of the presentations onto one computer and in one file
48 | SCUBA DIVING INDUSTRY
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