Marketing policy plan
“Let’s Do It!” We don’t want to spend our time writing tedious marketing plans nobody reads. We want to get our festival, and our ideas out there! So without further ado: here are our plans to push Incubate to the man (and woman).

Marketing trough the three piracy-principles:
- Adbusting
Adbusting is the technique of parodying advertisements and logo’s. For the posters of the 2010 edition we stick to the sloganesque white posters with black text. But the function of the poster is twofold. Not only will the random passerby be enticed by mangled catchphrases like “Just Make Things Better” (instead of “Let’s Make Things Better” or “Just Do It”) or “It’s The Fake Thing” (instead of “It’s The Real Thing” by Coca Cola). And not only will that idea in itself be a vehicle for marketing. On its social networks, Incubate will ask their followers to come up with new catchphrases for the posters, therefore creating a buzz on Twitter and Facebook (similar like the #beerbands and #snackbands topics Incubate employees started on Twitter). Everybody has a chance to get their slogan on the poster.
Next to that, Incubate will also alter images of well known moguls like Bill Gates. They will get the ‘pirate-treatment’: an eye patch or a parrot in a Che Guevara style.

- Activism
Incubate isn’t only a yearly festival, it’s also a centre for information about independent culture. Through social media, blogs and good old face-to-face conferences (like Eurosonic/Noorderslag, Transmediale) Incubate takes part in the public discussion. Incubate played a big part in the discussion that was held on blogs and Twitter about the Fair Play rule of Buma/Stemra. With the central theme of 2010, Incubate will stir up the discussion about piracy, re-enactment, authorship and copying. The festival will continue to react to news facts to not only gain free publicity, but also to become a steady and household name in public debates about everything that relates to independent culture.

These marketing strategies are focused on a few particular groups:
- The connoisseur of contemporary art and avant-garde
- The regular visitor of Incubate
- Pirates, and people who are interested in piracy
- People with more than average interest in art and culture
Within these groups Incubate can work, and build further, on the multidisciplinary arts-profile it gained (merely) in 2009 with the attraction Hermann Nitsch generated. The piracy theme gives Incubate the opportunity to do so.

Visitors
Next to the four groups described above, Incubate also wants to attract new people and a broader audience. Therefore, Peer-2-Peer marketing stays very important. Interaction between visitors will be expanded, with videos and photos easily accessible and taggable.
But some old school advertisements in papers and magazines are still helpful. Media partnerships, flyers and posters are still important, but must be tackled with a good plan.

Public Information
- Artists in segments to the public and press. On a steady day (eg Wednesday), release a new bunch of names.
- Newsletter for Incubate-news. Not a lot of giveaways. These go on the blog.
- Intern for the position of editor for blog. New goal for site views: up to 750 a day.
- More own editorial stuff on blog.

Experience
Incubate thrives by the experience of the festival. There are several ways in which the festival can provide in this.
- Piracy: the public debate around piracy can already gain a lot of press attention. The Swedish Pirate Party is the second biggest political party in Sweden. A week after Incubate there will be elections in Sweden. Probably this will gain attention.
- Provincialisme: especially local press.
- Not so popquiz: more a network meeting than something else. Gonzo could be a partner. An English journalist (like Joseph Stannard (Wire), John Doran (The Quietus)) could present it.

Coordination of the movies: recording and image releases must be coordinated.

Press
- Media partnerships
Media partnerships go further than the exchange of logos. We’re not trying to collect as much logos as possible on the partners-pages in the festival guide. This year our policy is to deepen the relationship with media partners like De Groene Amsterdammer, Gonzo.

NRC Next: buy in adverts. Media partnership for this year isn’t possible, but for 2011 the chances are there. We have to get in contact with them as soon as possible.

In the Netherlands/Belgium: Gonzo(circus), HTV De IJsberg, Metropolis M, De Groene Amsterdammer, 3VOOR12, OOR.

United Kingdom: The Quietus, Drowned in Sound, The Stool Pigeon, The Wire, Terrorizer
Germany: Visions
Austria/Germany: TBA
Focus on Germany (also with the help from the German Pirate Party) with maybe some extra’s in Austria (TBA) and Sweden (via pirate party)

- Networking facilities during festival. Maybe with involvement by The Quietus.

Corporate Identity
Posters: sloganesque, maybe only with an image of an industrial mogul.
Flyers: categorized in days and discipline. Template for flyer.
Intern for graphic design.