Getting the picture: programme awareness amongst film festival customers

Abstract

Abstract This study explores how film festival customers become aware of a festival programme compared to general release films. The purpose of this research is to understand the decision‐making process in the context of cultural offerings consumption, and the role that customer relationship marketing (CRM) plays. An in‐depth interview was conducted with the marketing manager of the festival and three focus groups were conducted amongst infrequent, mid‐range and frequent attendees. Findings show that customers value and desire direct communication and that as attendance frequency increases the range of information sources used decreases. The implications for CRM are that greater use should be made of virtual and physical direct communication and that there are opportunities for targeting communications. Copyright © 2007 John Wiley & Sons, Ltd.

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