To increase the cultural worth of a brand, the brand has to engage the consumer in two-way conversation. By listening and talking, the brand becomes familiar with the experiencor, as familiarity with the brand is established.
To increase the memetic worth, the brand must give itself as many chances as possible to appear in conversation. The optimal way is to increase the experience, cater for community needs and desires, and to integrate as many segments as possible. By enticing and stimulating as many senses as possible, the experience becomes more real, more exciting, more sensory, and more likely to be transferred by word-of-mouth.
Wednesday, March 21, 2007
SHORTCOMINGS OF D.I.F.F. (i.t.o. memetic currency) AND SUGGESTIONS#C
Central Venue lacks motivation for Event. Basic accessories like food, alcohol, information and networking chances are not catered for. The venue remains static, there are no post-event structures.>>
A readdressing of the function of the Elizabeth Sneddon Theatre (and other venues that lend themselves to this application) will solve most of these, and in turn, generate cultural, memetic and experiential worth.
Themed Décor, Music and Performance to enhance the event. Between movies of a similar nature, say from Africa, a drum circle surrounds the auditorium and bangs out a beat while experiencors either soak in the atmosphere, or engage with information points about the movie selection available at the Festival.
A staff of efficient waitrons also serves as information dispersers and collects data relevant to required fields. They also seed the internet forum site and activate post-movie events. This will help solve the bottleneck occurrence at the coffee counter.
A program of events and happenings (performance, readings, discussion groups, interviews, meet-n-greets) that occur as post movie events. These can be held at either a central venue close to UKZN, or scattered across a series of venues close in proximity). These venues will select themselves based on that nights program, and will include elements of audio and visual. The aim of these networking events is to present a real-life connection between the brand and the experiencor in a context outside of the movie complex- showhouse scenario. This adds memetic and cultural worth to the brand, and in essence, gives the experiencor more reasons to mention the brand in conversation.
This is also a platform to allow the visiting producers and staff to interact with the experiencor, and allows for people to solidify and expound on any creative ventures that may arise from their Festival interactions.
A readdressing of the function of the Elizabeth Sneddon Theatre (and other venues that lend themselves to this application) will solve most of these, and in turn, generate cultural, memetic and experiential worth.
Themed Décor, Music and Performance to enhance the event. Between movies of a similar nature, say from Africa, a drum circle surrounds the auditorium and bangs out a beat while experiencors either soak in the atmosphere, or engage with information points about the movie selection available at the Festival.
A staff of efficient waitrons also serves as information dispersers and collects data relevant to required fields. They also seed the internet forum site and activate post-movie events. This will help solve the bottleneck occurrence at the coffee counter.
A program of events and happenings (performance, readings, discussion groups, interviews, meet-n-greets) that occur as post movie events. These can be held at either a central venue close to UKZN, or scattered across a series of venues close in proximity). These venues will select themselves based on that nights program, and will include elements of audio and visual. The aim of these networking events is to present a real-life connection between the brand and the experiencor in a context outside of the movie complex- showhouse scenario. This adds memetic and cultural worth to the brand, and in essence, gives the experiencor more reasons to mention the brand in conversation.
This is also a platform to allow the visiting producers and staff to interact with the experiencor, and allows for people to solidify and expound on any creative ventures that may arise from their Festival interactions.
SHORTCOMINGS OF D.I.F.F. (i.t.o. memetic currency) AND SUGGESTIONS#B
The lack of brand presence during the year restricts the festival from entering conversation. Having to survive from an infinite selection of other experiences, The Film Festival would do well to provide a reason or mechanism that occupies mental or physical (possibly both) space in the real-life existences of the experiencor>>
The simplest and most easily employed is tactical merchandise. The last two seasons have shown Badges and Stickers to be very effective (surfing cloth branding campaigns, 325 Tactical campaign) while posters have added value in longevity and cultural appeal.
The most effective mechanism would be to create a related or direct brand that exists throughout the year. The most effective presence would be as a regular Movie Club Night. This would serve to nurture the community as well as create a strong core group to motivate person-to-person information activation for the next Festival. By delivering a mechanism like this, the Festival as a brand establishes personal contact with the average experiencor, and can now engage in open two-way conversation. This simultaneously allows the brand to increase awareness of their target groupings real-time.
The simplest and most easily employed is tactical merchandise. The last two seasons have shown Badges and Stickers to be very effective (surfing cloth branding campaigns, 325 Tactical campaign) while posters have added value in longevity and cultural appeal.
The most effective mechanism would be to create a related or direct brand that exists throughout the year. The most effective presence would be as a regular Movie Club Night. This would serve to nurture the community as well as create a strong core group to motivate person-to-person information activation for the next Festival. By delivering a mechanism like this, the Festival as a brand establishes personal contact with the average experiencor, and can now engage in open two-way conversation. This simultaneously allows the brand to increase awareness of their target groupings real-time.
SHORTCOMINGS OF D.I.F.F. (i.t.o. memetic currency) AND SUGGESTIONS #A
Lack of information. Too much information and too many movies shown at once. Not being able to remember which day a certain movie shows. Lack of information other than movie booklet (if information is not readily assimilated through this format, it is difficult to gather reliable information other than friend(person-to-person network)>>
Internet awareness and forum presence
The Internet is still an under-utilised resource. Setting up a forum (or using an existing service) the brand can communicate with the computer literate and active, as well as disperse massive amounts of information. An agent dedicated to updating, answering queries and dispersing information throughout information points will be very effective.
From here, the experiencor will be invited to join the online community, where research can be conducted. The experiencor will be encouraged to add their own information through blogs, forums, discussion groups, reviews, suggestions and photos. This will aid in the generation of two-way dialogue between brand and experiencor.
Information and viral agents
Free flowing information is vital to a system that has as much information as the D.I.F.F. at present, the booklet is the only information mechanism available and being used. In street research, it has been found that people trust information from someone they know, rather than a print or aural mechanism. The ideal scenario would be to have information agents who are fully versed in the Festival information stream. These people are young, hip, trendsetters and early adopters who are technology savvy, friendly and accessible to people. They enjoy sharing information and connecting people up to cool information and events. These agents are trained and schooled in the scheduling, shown promos of bigger releases and sent to various venues in the days leading up to and including the Festival. They act as Brand Ambassadors, and are effective in reaching targeted segments (see below)
Seeding
This is the process of dividing society up into individual areas or sectors, known as segments. These segments can be aligned as required. Typical segments for the Film Festival may include:
Foreign Language Films à Language Students, Backpackers, Hostels, Embassies,
Japanese Anime à Martial Art Schools, Bookstores, Music, Design, Street Art
These segments will determine themselves according to the line-up and nature of the movies themselves.
Live assistance
Wireless communication ( MMS/ SMS/ Bluetooth Applications)
Information can also be transmitted very easily with Bluetooth and Wireless functionalities available to us presently. In conjunction with an event, these resources can be used to send specific information, trailers and quirky information that, in ideal circumstances, be passed from phone to phone. This is an example of allowing the network to do what it does best - connect with those who seek >>
Internet awareness and forum presence
The Internet is still an under-utilised resource. Setting up a forum (or using an existing service) the brand can communicate with the computer literate and active, as well as disperse massive amounts of information. An agent dedicated to updating, answering queries and dispersing information throughout information points will be very effective.
From here, the experiencor will be invited to join the online community, where research can be conducted. The experiencor will be encouraged to add their own information through blogs, forums, discussion groups, reviews, suggestions and photos. This will aid in the generation of two-way dialogue between brand and experiencor.
Information and viral agents
Free flowing information is vital to a system that has as much information as the D.I.F.F. at present, the booklet is the only information mechanism available and being used. In street research, it has been found that people trust information from someone they know, rather than a print or aural mechanism. The ideal scenario would be to have information agents who are fully versed in the Festival information stream. These people are young, hip, trendsetters and early adopters who are technology savvy, friendly and accessible to people. They enjoy sharing information and connecting people up to cool information and events. These agents are trained and schooled in the scheduling, shown promos of bigger releases and sent to various venues in the days leading up to and including the Festival. They act as Brand Ambassadors, and are effective in reaching targeted segments (see below)
Seeding
This is the process of dividing society up into individual areas or sectors, known as segments. These segments can be aligned as required. Typical segments for the Film Festival may include:
Foreign Language Films à Language Students, Backpackers, Hostels, Embassies,
Japanese Anime à Martial Art Schools, Bookstores, Music, Design, Street Art
These segments will determine themselves according to the line-up and nature of the movies themselves.
Live assistance
Wireless communication ( MMS/ SMS/ Bluetooth Applications)
Information can also be transmitted very easily with Bluetooth and Wireless functionalities available to us presently. In conjunction with an event, these resources can be used to send specific information, trailers and quirky information that, in ideal circumstances, be passed from phone to phone. This is an example of allowing the network to do what it does best - connect with those who seek >>
D.I.F.F. MEMETIC SCORE BOARD
UP
Design of ATL and BTL (contemporary design with multi-faceted appeal)
History of solid and good productions
Range and quality of movies
DOWN
Brand has lack of presence during the rest of the year-cycle.
Over-load of information in movie listings booklet leads to indecision.
Design of ATL and BTL (contemporary design with multi-faceted appeal)
History of solid and good productions
Range and quality of movies
DOWN
Brand has lack of presence during the rest of the year-cycle.
Over-load of information in movie listings booklet leads to indecision.
MEMETIC WORTH
BASIC MEMETIC THEORY
The memetic theory is based on the concept that information, whether an idea, thought, phrase, song or collection of these is analogous to a gene, in that it is a replicator and it’s primary function to duplicate itself correctly and repeatedly. This suggests that ideas want to grow and survive, and face the same ‘survival of the fittest’ game that genes play. This theory is the basis for ‘word-of-mouth’ campaigns, viral and tactical marketing techniques and is the reason that some jokes and anecdotes survive generations, while others disappear.
The highly successful Lucky Strike Brand Introduction Parties were a perfect example of how this theory works in application. A select group of individuals drawn from varied segments were taken on a journey through brand values and aspirational themes that are associated with the brand. They then became the ‘carriers’ of this information, and in talking to their friend networks, spread the brand values and core principles of the brand. This happened at dinner time, the nite club rendezvous or the Monday morning office smoke break. By targeting a few individuals, the brand was able to spread their desired message to and through entire segments, allowing the natural flow of information to occur and reaping the rewards by achieving their required market penetration.
By drawing people from so many segments that normally do not interact freely, the memetic worth of D.I.F.F. is massive. In a small contained environment like Durban, the Festival allows people to cross boundaries without being aware, and increases the chances of them meeting new and interesting people.
In doing so, the field is created for an exchange of ideas, venturing of new projects and networking opportunities. Events like D.I.F.F. provide the ideal circumstances for memetic exchange, crossing existing network boundaries and allowing ideas to roam from segment to segment. It’s also the ideal platform to launch creative ventures and to add weight to existing ones, seeding segments that are usually difficult to reach.
The memetic theory is based on the concept that information, whether an idea, thought, phrase, song or collection of these is analogous to a gene, in that it is a replicator and it’s primary function to duplicate itself correctly and repeatedly. This suggests that ideas want to grow and survive, and face the same ‘survival of the fittest’ game that genes play. This theory is the basis for ‘word-of-mouth’ campaigns, viral and tactical marketing techniques and is the reason that some jokes and anecdotes survive generations, while others disappear.
The highly successful Lucky Strike Brand Introduction Parties were a perfect example of how this theory works in application. A select group of individuals drawn from varied segments were taken on a journey through brand values and aspirational themes that are associated with the brand. They then became the ‘carriers’ of this information, and in talking to their friend networks, spread the brand values and core principles of the brand. This happened at dinner time, the nite club rendezvous or the Monday morning office smoke break. By targeting a few individuals, the brand was able to spread their desired message to and through entire segments, allowing the natural flow of information to occur and reaping the rewards by achieving their required market penetration.
By drawing people from so many segments that normally do not interact freely, the memetic worth of D.I.F.F. is massive. In a small contained environment like Durban, the Festival allows people to cross boundaries without being aware, and increases the chances of them meeting new and interesting people.
In doing so, the field is created for an exchange of ideas, venturing of new projects and networking opportunities. Events like D.I.F.F. provide the ideal circumstances for memetic exchange, crossing existing network boundaries and allowing ideas to roam from segment to segment. It’s also the ideal platform to launch creative ventures and to add weight to existing ones, seeding segments that are usually difficult to reach.
CULTURAL WORTH
CULTURAL WORTH
The cultural worth mentioned here is not the incoming essence of new movies, new ideas, trends, techniques, stories or personalities, but the worth that it demonstrates in terms of the people that live and breathe in the city the year round. In that sense it is the internal worth of the system. The sense of cultural worth indicated here is to do with the effect that the Festival has on the Durbanites, and how this can be enhanced and projected into working side streams and sub-systems.
Essence of Cultural Exchange
Ø It is across-meeting point of Durbanites
Ø Social circles and creative fields mix and interact
Ø It is the Breeding Ground for new ideas and creative ventures.
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