Global Film Event, Cannes 2014, Provides Huge Marketing Platform for Other Events

We are currently joining 35,000 film professionals and 4,000 international journalists at the 12-day Festival De Cannes, and co-located trade show, Marche Du Film, in the French Riviera, and want to share one of our takeaways: the substantial amount of promotion we are seeing for events from other organizers around the world (i.e. unrelated to Cannes).

It is hard to miss this promotion from the eight-foot high column wraps and signage strategically placed in high-traffic density areas on the exhibit floor to full-page ads and inserts in the official Marche Du Film dailies and industry trade pub dailies being passed out around the show, and promo pieces on display racks.

We have firsthand experience here as one of our clients, American Film Market (AFM), Hollywood’s biggest trade show, is running print advertising with the industry trade pub dailies and has a booth at the Marche Du Film.

We highlight this type of event promotion because though not new, high-tech or exciting like the latest digital, social and mobile media, it offers one very powerful benefit: a target-rich environment.

All of these other events that are promoting themselves at Cannes are targeting the same audience that attends Cannes, or a subset of it, so there is a natural fit here.

Are you promoting your exhibitions at other trade and consumer shows that reach similar audiences to your events?

If you are not, this is certainly something to consider because in addition to tapping target-rich environments, this type of marketing can also serve as a competitive differentiator, if you leverage this before, or more aggressively, than your competition.

Regardless of the execution: on-site signage, show daily ads, booth space, hyper-targeted digital media, etc., the concept here is simple: fish where the fish are!

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Photo: Cannes 2014, taken by Encore Media Partners.

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Posted on May 22, 2014