With the turn of every fall season comes the anticipation of annual festivals, where locals can share in company, good food, and seasonal drinks. Arguably one of the most anticipated festivals every year is Oktoberfest. Oktoberfest was first held in Munich, Germany in the early 1800’s to celebrate the marriage of Louis I of Bavaria and Therese von Sachsen-Hildburghausen. The royal family invited all the citizens of Munich to join in the festivities that have since been called Oktoberfest. Now every year there are hundreds of Oktoberfests nationwide, with one of the more popular ones in Cincinnati, Ohio
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Because Oktoberfest is so popularized in modern society, it is hard to figure out whether it still holds true to its German heritage, as it claims to. The meaning and purpose of the festival has been hidden behind all of the craft beer and turkey legs and, ultimately, commodified. However, as explained in Andrew Potter’s The Authenticity Hoax, there is a distinction between something being “genuinely authentic” and “fake authentic.” Potter says that to be genuinely authentic, one must recognize itself as a replica (or in our case, a festival based on another festival) whereas the fake authentic becomes something new, in its own right, without any resemblance to the old.
Oktoberfests are examples of the genuine authentic in our culture. The festivals do not claim themselves as the true Oktoberfest, but a replica of the festival and celebration held in Munich every year.
Knowing what you now know about the original Oktoberfest, would you argue Zincinnati’s Oktoberfest, and other festivalss like this, is genuine authentic or not?
The North Carolina State Fair, an event whose humble origins begin with a small four day agriculture event held in 1853, has become a yearly tradition for many North Carolina natives. Much of the reason for the fairs current success is perhaps the diversity of attractions it offers. Whether you go for the fried food or displays of giant vegetables, livestock judging or pig racing, to peruse the craftsmanship in the Village of Yesteryear or to pursue the coveted prize of a giant stuffed animal at one of the many carnival games, there is a little bit of everything for everyone.
2015 has already seen record attendance numbers with its first Thursday, the 15th of October, setting an opening day record at 47,677 guests, breaking the previous record set in 2010. Many more visitors will make their way to Raleigh as the week continues and they are drawn to the many events and attractions.
Of the many events and attractions, perhaps one of the most publicized is the State Fair’s fried food that has become infamous for being as creative as it is unhealthy. As a part of the State Fair’s social media, there is a blog run by the fair called the Deep Fried Blog. Of this years many deep fried sensations, the star of the show is a newcomer called, “Fry Me Over the Moon”, a combination a Moon Pie, Hostess Cupcake, Oreos, and Reese’s Cups, all deep fried into a single creation. Not only has this been publicized on the State Fair’s blog, but many other media outlets have covered this State Fair delicacy such as WNCW, The News and Observer, and WRAL, just to name a few.
While this modern fried phenomenon draws much attention, a less advertised, but long running tradition for many is the more relaxing Heritage Circle, a place where visitors can get fresh home made ice cream from the Grist Mill and listen to the line up of bluegrass musicians at the Bluegrass Stage. While bustling energy surrounds the novelty fried food vendors as people squeeze their way through the busier segments of the fair, Heritage Circle offers a completely different state fair experience. It is tucked away from the heavy foot traffic of the main paths in a much quieter wooded area where visitors can sit and enjoy the feeling of a simpler time.
Today’s fair goers are offered a wide variety of attractions that range from experimental to traditional. There is something for everyone this fall at the NC State fair grounds as the festivities continue until October 25th.
Cucalorus is Wilmywood’s premiere quirky film festival, showcasing independent films from local, national and international artists. Film connoisseurs sporting chunky glasses, artsy students in their thrift-store best and less interesting folk like you and I file into Thalian Hall (or one of the many other venues), settle down and wait for the lights to dim. This November will be the 21st year this little slice of art and culture draws people to downtown Wilmington.
I could barely convince people to keep coming after my twelfth birthday party, so how does Cucalorus garner a big crowd each consecutive year? A cohesive brand narrative, that’s how. And Cucalorus’ brand narrative is nothing short of weird—but in the good way. Let’s explore what makes Cucalorus cool.
It’s in the copy
While none of these factors are ranked in any specific order of importance, I am a word person and always like to read and evaluate the voice of an organization. Many organizations forget about this, not capitalizing its subtle importance. Bad organizations.
Cucalorus, on the other hand, has got its copy down pat. The copy, whether it’s online, in print or broadcasted on the radio, is how an organization communicates not only its news or events, but its personality, its voice and its image. Here’s a snippet of copy from Cucalorus’ donation page on their website:
“Hey Cucalorians!!! Do you need to get rid of unwanted cash? Make a donation and we’ll send you a tax deduction letter to send your fuzzy little friends at the IRS (they don’t need your money and clearly don’t know what to do with it!!). We do know what to do with it – we’re already plotting and scheming for the 21st annual Cucalorus Film Festival – taking place November 11-15, 2015!!! Help us fund the dreams and visions of artists all over the world by making a donation today.
Dreaming of eggnog omelettes!
Cucalorius.
The Cucalorus Film Foundation is a 501c3 non-profit and your donation is tax deductible to the fullest extent of the law.”
On first glance this might sound unprofessional and not the voice an organization would want to convey. The context, though, is important. Cucalorus’ audience is mostly the aforementioned artists, hipsters and independent film connoisseurs and Cucalorians. These types of people generally like funny, creative and quirky things (like Cucalorus). These types of people also tend to be skeptical of the IRS—not to mention the state cutting NC’s film incentive last year. So yes, it might be OK for Cucalorus to be a bit irreverent, and it’s their creative risk.
Digital presence, dude
If your business doesn’t have some sort of online presence (an email address counts), I would like you to write to me immediately by carrier pigeon and explain how you’re still surviving. An online presence is increasingly important each year, and now just having a website and Facebook isn’t cutting it. Brand cohesion across appropriate social media networks and inter-connectivity between them is vital.
Cucalorus not only has a website, Facebook, Twitter, Pinterest, and Instagram but their own blog and—drum roll—they are all updated. Bravo, Cucalorus. Content creation and audience engagement are essential to a successful IMC strategy.
Creepily consistent image
This one is tandem with the digital presence. IMC consists of advertising, public relations, marketing and every other single communication an organization can perform with its publics. Consistency in corporate communication allows the organization and its audiences to construct a narrative and image of the brand. This is what people can relate to. This is how we can see the quirkiness, irreverence and artsy personality of Cucalorus as if it were that weird kid in your English class who would always have some snappy reference to an obscure book even your professor hadn’t read. But less annoying.
The color scheme and design is consistent. The font-faces, graphics and little cartoon dudes are consistent. There’s well-organized navigation and that copy I was talking about earlier. The social media pages follow suit. There’s an article on this if you’re into academic papers. Basically, the author, Simon Torp from Odense University in Denmark, says that as an organization your communication through all channels must be consistent, accessible and in line with your self-image, public image and meta-image for people to take you seriously.
Zany staff workers
When I said all channels of communication, I meant all of them. Even the staff workers and volunteers need to be carefully selected and even briefed on an organization’s code of conduct. One time I went to a screening of a Cucalorus film at Thalian Hall and, not to get into too much detail, I, with the rest of the audience, was sternly asked by staff to partake in a ritual involving whipped cream, button pins and our tongues. Was I offended? No, but I could have been if I had been misguided by thinking Cucalorus was actually a convention for neo-Puritans. Because their self-branding and self-image don’t suggest that, I could expect something out of the ordinary. It’s the risk that Cucalorus takes to maintain its image and appeal to its target audience.
High-quality product
When it comes down to it, a business or organization is only as good as its product. Silly brand narrative and image aside, Cucalorus does a good job at what it does. It recruits and selects excellent film talent from around the world and showcases it in quality and entertaining venues. This is where word-of-mouth comes into play. Word-of-mouth marketing or WOM is an organic and invaluable means of public relations, advertising and marketing. Have you ever read a positive news story about an organization you love? Or has a good friend of yours recommended a product or service they favor? These are examples of WOM that can make or break an organization depending on whether they are in favor or against it. Maintaining the balance between brand narrative, professionalism and good business sense is how an organization thrives. While Cucalorus does an outstanding job of its own branding and controlled media, its reputation for quality and intrigue reign in filmmakers and spectators every year.
I am no way affiliated with the Cucalorus film festival professionally, nor do I represent it. I recognize good IMC in organizations and talk about it here. But, if you are tired of what the local theaters are playing, check out a showing of something interesting between November 11 and 15 downtown at Cucalorus.
With beers like Belgian Triples, Indian Pale Ales, Oatmeal Stouts- one can get lost in the logistical nightmare of creating an individual brand. Dogfish Head and Flying Dog breweries created slogans, “off-centered ales for off-centered people since 1995” and “good people drink good beer”. Fortunately for local Lighthouse Beer and Wine, the hard part is no longer the beer, but bringing individuals together.
This year’s 14th Annual Lighthouse Beer and Wine Festival will continue uniting breweries with beer-loving consumers- overlooking beautiful Downtown Wilmington. According to NC Beer Guys, more than 120 breweries will be present on October 24. The festival runs from 1pm-5pm, with the option to purchase VIP tickets, allowing for early entry. Paired with craft beer and wine, the event will host local food trucks and live music, featuring Greensboro natives, Holy Ghost Tent. The festival does not stop there! A portion of proceeds are donated to The Carousel Center, “a non-profit organization committed to assisting victims of child abuse, providing critical care services throughout Southeastern North Carolina”. The combined thirteen Beer and Wine Festivals, donated $150,000 to the cause.
Lighthouse takes to social media, outreaching to communities and consumers, past Wrightsville Beach. Promoting the 14th Annual Festival through the normal social media contenders:Facebook, Twitter, and Instagram– as well as a website. Each outlet allows Lighthouse to reach their consumer base and audience- with obvious overlap. The seamless flow from platform to platform, and from consumer to provider, bolsters the brand immensely. The identity that Lighthouse Beer and Wine has developed, is the result of careful social media management- and dedication to a specific brand image.
Lighthouse Beer and Wine Festival has been at the top of every beer-lover’s fall to-do list for nearly a decade and a half, it has done a great job at remaining relevant with the new ways of integrated marketing. When one explores their social media accounts along with its website and blog, their identity is consistent and tailored to their audience. Lighthouse beer and Wine is very active on social media, especially so on their Instagram account. They share regular updates about:
New craft beers, wine, and sake
Information about the festival
Friendly reminders to purchase festival ticket(s).
Lighthouse promotes the festival within the store itself. It provides the opportunity to walk into the store, purchase a case of beer or bottle of wine and grab a ticket to the festival. How easy is that!
“The traditional marketing plan can do no more than give us a snapshot of a point in time. It doesn’t help us make the right decisions as we move forward in a complex and constantly changing marketplace” (Shiffman, 2008). The Engagement Theory discusses the importance of moving away from the traditional marketing approach, which only focused on profit of the business, and on toward the bigger picture: building the brand and engaging with your publics. As long as Lighthouse Beer and Wine Festival continues to keep this outlook at the forefront of their marketing strategy, they will remain a trademark of fall in Wilmington!
Now that you have heard what we have to say, what do you think? Does Lighthouse Beer and Wine reach their fullest potential with their approach to social media and customer interactions? Or does it leave something to be desired?
-Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs
While most of North Carolina will be adding the finishing touches to their Halloween costumes next weekend, Asheville will be jamming out to some of the hottest artists in electronic music. The second annual Moogfest will be taking place at various venues throughout the north side of downtown Asheville on October 28th-30th. Although this is only the festival’s second year, there is a lot of buzz about its highly anticipated lineup of over 70 artists from around the world, including big names such as Flaming Lips, Moby, and Passion Pit, just to name a few.
The three-day festival was created to honor one of electronic music’s pioneers Bob Moog—the inventor of the Moog synthesizer. This legendary instrument has changed modern music forever and has been used by hundreds of artists, from legends like the Beatles, the Rolling Stones, and Stevie Wonder, to some of today’s all-stars like Daft Punk, Dr. Dre, and even Michael Jackson. The celebration of Moog’s legacy will even go beyond the music; there will also be visual art exhibitions, film screenings, a costume contest, and some of the wildest installations created from Bob Moog’s own imagination.
What sets Moogfest apart from other music festivals? At Moogfest, attendees have the opportunity to interact with some of the artists in panel sessions, and workshops. There are even workshops that allow festival-goers to actually learn how to play some of the different Moog instruments. This is a perfect example of audience-brand interaction and experiential marketing. What better way to create brand awareness than to let consumers experience your products? Or in this case, create an experience for them?
Here’s a little taste of how and why last years artists created that experience at Moogfest 2010
The best part about Moogfest is that there are still tickets available!
For more information about tickets or the festival itself, check out the Moogfest Facebook, Twitter, or website: www.moogfest.com .
To learn more about Bob Moog and Moog instruments, you can visit his website: www.moogmusic.com.
Live music playing in the background, the smell of fried food, and an oncoming parade of the Azalea Queen can only mean one thing; you’re at the Azalea Festival. Wilmington is the host of one of North Carolina’s largest festivals. Besides word of mouth, the Azalea Festival has a large presence on their website and social media sites. They capitalize on this by using their Twitter, Facebook, and also a blog. These social media outlets facilitate two way communication with their publics. They use IMC to interact with their customers and festival attendees. There are tons of events that take place during the week and mostly over the weekend like a cake tasting, 5K race, circus, and much more. The Azalea Festival adds value to the image of Wilmington; as soon as you enter the city you see a sign that says “Welcome to Wilmington, Home of the Azalea Festival”. It takes place in the historic part of downtown Wilmington and has been a long time tradition since 1948. The residents of Wilmington as well as visitors from around the state have attended the festival for the past sixty three years. According to the Azalea Festivals’ official website, “More than 200,000 people attend the two-day weekend street fair”. They also say, “It has been estimated that the festival weekend activities contribute more than $5 million to the economy of Wilmington and the coastal Carolina area“. Support your local Wilmington economy and check out this years’ 63rd annual Azalea Festival. Visit their website for times and events http://www.ncazaleafestival.org/default.aspx.
Allison Day, Megan Canny, Melissa Gagliardi, Scott Burgess, Jessica Berinson
IMC Hawks Blog 