Author: Tina Calder

Theatre lovers in Northern Ireland will be treated to a new era in theatre thanks to innovative and forward thinking company Cahoots NI.

Following the closure of theatres across the UK, Ireland and abroad as a result of the Covid-19 global pandemic, creators at Cahoots NI knew the only way to survive was to bring the magic of their shows to life online.

However, for a theatre company who specialise in magical shows that excite young audiences, translating their unique style online wasn’t going to be easy.

Artistic Director, Paul Bosco Mc Eneaney, said pivoting their offering and being creative with their thinking was more important than ever before.

He added that adapting quickly to the new market was vital to maintain survival of the 19 year old organisation.

“When the pandemic hit we were in the middle of a few different projects. Penguins, our co production with Birmingham Rep, was mid-run in America and still had six weeks left to go but we made the decision in the second week of March that we would have to bring the full company home. 

“We were also in the middle of development of new work and were about to start a tour in Northern Ireland of production Secrets of Space to local primary schools, which didn’t happen.

“Like the rest of the arts sector we were forced to close up shop, in terms of our revenue, we have lost in excess of £420,000 this year, which is a serious amount of money, and our business plan, whilst at the start of March was being applauded as being something unique and different within the arts sector has gone from being what an incredibly productive and forward-thinking model to ‘Oh my goodness, where does that fit in now?’.”

But rather than let the pandemic get the better of him Paul was determined not only to keep the magic of Cahoots NI alive but to ensure he created a business model that could help the organisation survive and thrive.

He explained: “Obviously there was that initial month of just firefighting projects that were no longer happening, dealing with venues, cleaning up a tour that got cancelled halfway through and cancelling a tour that was about to start. It took us about a month, maybe six weeks to really sort the logistics of that through. 

“It was after this that I started to think less like a producer and more as an artist. I remember thinking ‘I’m looking at this too much from a business perspective’. I needed to go back and think as an artist. 

“The amazing thing about artists is their adaptability – so often artists create their best work when they are out of their comfort zones and sometimes when the chips are down, actually that’s when nuggets of gold start appearing. 

“It was really clear that we needed to be involved in projects during lockdown – we needed the creative output to continue because that’s our business model.”

As a result Paul and his team have created a new show which will see families be able to interact online with actors who will be situated in full theatrical settings.

“The University of Wonder and Imagination will be a full theatrical production, that will see six  families enter different themed rooms and interact with actors,” said Paul, adding: “This isn’t performed at home in front of a computer screen, we’ve constructed a socially distanced theatre set, full of all the tricks, wonder and illusions.”

The University of Wonder and Imagination opening dates will be revealed soon but already the company have confirmation that it will show across Ireland and Northern Ireland and they’ve had interest globally from their international agent.

For Paul it’s important for people to understand whilst it’s an experimental production it will have all the professionalism and creative input of any Cahoots NI show.

“It’s somewhere in between a journey through Hogwarts and the Crystal Maze,” he said “It’s quest led. It’s magical. It’s full of theatrical adventure and it’s live.”

Working online, the challenge, and I think we’ve cracked it, is to still have that element of surprise and wonder that makes theatre special and memorable.

Another project that Cahoots NI has been developing is a book.

“One of our business models was to take a popular children’s book, turn it into a stage adaptation and produce that as a show.

“We have a huge production we’d planned for next year, it’s a show called ‘The Vanishing Elephant”, which doesn’t come from a book. It came from an idea that I had a few years back and that show was actually planned to start in January 2021 including a run on Broadway at the New Victory Theater from May 2021.

“We realised we had a brilliant story but it never came from a children’s book.”

Working with the original writer Charles Way and costume designer Sabine Dargent as the illustrator, the book is in its final stages.

And, as Cahoots is developing new ways to entertain and enthral young people, Paul said keeping the arts sector alive is more important than ever before.

He said: “The arts are there to respond, offering alternative ways to look at the world”.

“My job is to respond to what’s happening in society and to place people from society into uncomfortable, comfortable, interesting, remarkable, fascinating, different worlds so that they can compare their world to that.”

The world’s longest-running children’s TV show has today unveiled Derry-born Adam Beales as its newest Blue Peter presenter. 

Adam is the 40th Blue Peter presenter and will co-host alongside Lindsey Russell, Richie Driss, Mwaka Mudenda and Henry the dog, in his first show this Thursday (September 3rd) on CBBC and BBC iPlayer at 5.30pm. 

YouTuber Adam, 20, is already familiar with the CBBC audience as he is a regular face on The Dog Ate My Homework. He left school as Head Boy with 11 GSCE’s at A* and was considering Oxford or Cambridge before his YouTube channel took off, which now has nearly 3 million subscribers and often features his mum and dad and younger brother, 11-year-old Callum.  He’s best known  for posting pranks, challenges, DIY crafts and life hacks so should slot right in with the ‘here’s one I made earlier’ creations on the show as well as the formidable challenges the presenters have to undertake. 

In his spare time he loves to spend time with his family while eating pizza and watching TV, as well as driving his beloved car. Despite his claim of leading a ‘boring life’ Adam loves pranking people (especially his younger brother), travelling, meeting new people around the world and living and experiencing their culture. He’s travelled from as far as the USA to Thailand. 

Adam follows in the footsteps of fellow Northern Ireland presenters, the late Caron Keating and, more recently, presenter number 30, Zoe Salmon.

Adam says: “I’m super excited to become Blue Peter Presenter number 40. I am humbled and ecstatic to be part of such a legendary production. It’s kind of weird – in a super exciting way – that the show I once watched when I was younger, is now the show I will be presenting along with the talented Lindsey, Richie, Mwaksy and of course, Henry. I can’t wait to get stuck in, even with the challenges they throw at me, though I am hoping none of them involve cheese – I hate cheese!”

It might not involve cheese but Adam’s first challenge is a biggie. He has been thrown straight in with a mountain rescue challenge. He will be winched down a cliff face to complete a training exercise with the Buxton Mountain Rescue team and will share the results of his challenge live in the studio in the coming weeks. 

Blue Peter Editor, Ellen Evans, said: “Adam really impressed us during his auditions, he’s a natural in front of the camera but he’s also very funny, incredibly warm, brilliant with kids and also perhaps a little bit mischievous which the Blue Peter audience will absolutely love.”   

Head of BBC Children’s In House Productions, Helen Bullough, adds: “Throughout lockdown Blue Peter fans have been telling us how much they’ve enjoyed and appreciated the show’s unstinting commitment to engaging, inspiring and entertaining them and we can’t wait for Presenter Number 40 to join us and get stuck in!  Adam is playful, thoughtful and already popular with our audience, who I’m sure will give him the biggest ever Blue Peter welcome.”                 

Blue Peter is live on CBBC every Thursday at 5.30pm and is available on BBC iPlayer.

www.bbc.co.uk/cbbc/shows/blue-peter

With Culture Night Belfast going ahead for 2020 with a core online programme that includes a rich mix of music, film, performance and more on September 18, organisers are calling for submissions for events to be added to their online calendar. 

While the popular celebration of arts and culture normally attracts tens of thousands into the streets of the Cathedral Quarter in Belfast and beyond this year’s offering is going online and the team behind Culture Night have made a commitment to do all they can to help support the local arts and culture scene.

Susan Picken, Director of Cathedral Quarter Trust, the charity behind Culture Night Belfast, said the arts sector across Northern Ireland has shown “great resilience in a time of adversity” and whilst the organisation doesn’t have the funding or ability to facilitate a large scale event on the streets this year she hopes this year’s online core and accompanying showcase programme will give creators from across the country the chance to showcase their work to a larger audience.

She added: “When we were putting the core programme together we wanted to ensure that we supported as many organisations and artists as we could within our means and I’m delighted that we’ll be supporting a diverse range of arts and culture across the sector in the main Culture Night TV broadcast.

“However, one thing we realise is that we have the ability to help further support the arts by opening up the programme to other events which we will help promote and highlight through our social media, press activity, website listings and more.

“Therefore, we’re calling on creators, artists, organisations and venues to submit something to be included in our supporting programme online.

“Of course the stipulation is that the event must have an online element to it. We’re happy to promote work that has already been created – so, for example, you may have a film available on YouTube or another platform that you wish to share with us. Or perhaps, you want to highlight some of the amazing work you did during lockdown.

“Regardless whether you are sharing a new piece of work, going live or sending us links to pre-recorded material we want to hear from you.”

Susan said this is a time for the arts sector to pull together in order to survive the challenges of 2020.

She added: “The arts sector has been really badly impacted by this pandemic, but I think on the whole it has shown how determined people are to keep going. Resilience is a bit of the theme this year, almost like defiance when we are up against it.

“People have plugged away for years, and they’re not going to let something they’ve built be destroyed. People are creative and will always find a way to make things happen.”

This year’s funding has been dramatically cut so Susan says the backing of Belfast City Council and the Arts Council NI has been vital to make sure that they can take Culture Night Belfast online.

The full programme is set to be announced shortly, but it promises to be a packed series of events pre-recorded at locations such as Belfast Cathedral, Oh Yeah Centre, Black Box and The Mac.

If you’re a creator and want to submit your event to Culture Night Belfast this year simply fill out the submissions form at culturenightbelfast.com/cnb-online and follow #CNB20 #CNBonline.

After reopening its doors following lockdown a Belfast gourmet burger bar has created an innovative menu.

Burger Burger Stranmillis have redesigned their menu to offer diners a larger menu with new takes on their classic favourites.

Here are 7 burger and cocktail combos to whet your appetite:

1. For the Spice Lovers

Too Hot to Handle + Dark and Stormy

If you are a lover of spice the ‘Too Hot To Handle’ burger is definitely the one for you, a sumptuous beef patty covered in a spicy cheese melt and crispy jalapenos is certain to curb your spice craving. Pair this with a Dark and Stormy cocktail of rum and ginger beer for the ultimate spice combo. 

2. For the Instagram Queens 

Apple Fennel + Purple Haze 

If you love to get that perfect food selfie shot for the gram this is the combo for you. The apple fennell burger is the perfect photo worthy dish with heaps of apple fennel slaw added on top to give that drama. The purple haze cocktail is adorned with pretty petals sure to get you that great gram pic. 

3. For the Thrill Seekers 

Flaming Zombie + Roquito Pepper Burger 

If you like to live life on the edge, how about trying the Flaming Zombie cocktail, with four different types of rum and a flame, this cocktail is sure to make sparks fly. Pair it with the fiery roquito pepper burger for a tasty combo. 

4. For the Retro Lovers 

Bacon and Cheese Tower Burger + Dirty Starburst

If you like a modern twist on classic favourites then you should try the Bacon and Cheese Tower Burger. A gourmet take on your classic Bacon and Cheese with extra helpings of streaky bacon, american cheese and special house sauce. This is perfect paired with the dirty starburst cocktail which will take you back to the fruity flavours of your childhood. 

5. For the DareDevils 

Beef and Octopus + Popcorn Espresso Martini

If you are a sucker for all things new and exciting, then the Beef and Octopus is the burger for you, an exclusive and innovative creation the burger takes surf and turf to a whole new level. Pair this with a Popcorn Espresso Martini for a new twist on a classic cocktail.

6. For the Avid Foodies 

The Ram + Peach and Elderflower Sours

If you have a taste for the refined things in life, why not try the Ram burger? A beef burger topped with goats cheese, sun dried tomatoes and rocket and fig mayo. Perfectly paired with the peach and elderflower sours cocktail, an on trend and chic cocktail perfect for the avid restaurant goer. 

7. For the ‘Can’t Deciders’

The Triple + Long Island

If you are the type of person who can’t decide and just wants a bit of everything the triple is the perfect burger for you. A beef burger, chicken fillet and brisket topper all packed into one bun is sure to solve your menu dilemmas. Not sure whether to have gin or vodka? The long island has it all with the perfect combination of spirits so you don’t have to decide. 

To make a booking with Burger Burger Stranmillis visit: https://bit.ly/3fKEPNv or call 028 9543 3131. 

Culture Night Belfast is set to go ahead with an online celebration of the arts that will include a rich mix of music, film, performance and much more on September 18.

Following an announcement in May that there would be no return this year to having the city streets packed with performers and the public due to concerns around Covid 19, the team behind Culture Night Belfast is determined to show resilience in the sector, despite the trying times.

Susan Picken, Director of Cathedral Quarter Trust, the charity behind Culture Night Belfast, promised that the 2020 programme will see a spectacular online display with the launch of CNB TV.

“Although this year’s programme will not be happening live on Culture Night we will be broadcasting over six hours of core programming free across a number of channels online.

“As every year this year’s core programming will promote arts and culture, diversity, inclusivity and accessibility for all.

“CNB TV will broadcast cultural diversity across a range of art forms including music, film, visual arts and arts for young people.”

Susan said everyone involved is determined to show that they are ready to rise to the challenge.

“The arts sector has been really badly impacted by this pandemic, but I think on the whole it has shown how determined people are to keep going,” she explained. “Resilience is a bit of the theme this year, almost like defiance when we are up against it.

“People have plugged away for years, and they’re not going to let something they’ve built be destroyed. People are creative and will always find a way to make things happen.”

With funding dramatically cut Susan says the backing of Belfast City Council and the Arts Council NI has been vital to make sure that they can take Culture Night on to the internet.

The full programme is set to be announced shortly, but it promises to be a packed series of events. Both the Oh Yeah Centre and the Black Box will be curating their own online events, Stephen Beggs is set to provide some children’s cabaret and the Graduate Show, delivered virtually by The Mac will once again provide a platform for students from Ulster University.

Whilst it will be a massive shift this year, requiring a lot of effort, Susan is determined that the core principles will remain.

“To me Culture Night is about celebrating the city and celebrating creativity in the city,” she said. “I love when you walk round the corner and there’s some weird performance or there’s something projected on a wall. It’s those types of things that I’d love to continue to bring forward to the future, but the online event will retain that at its core.”

With uncertainty remaining over when performances can return to venues and the streets of Belfast Susan hopes that they can deliver something in 2021.

“We’re still hoping to do something next September but it depends on a lot of things.

“Ultimately I’d like it to be an event where the creativity all comes together and shows the city at its best.”

Artists can still apply to get involved to share their ideas.

“Although our core programme is now complete we’ll still be able to give other artists and creators a platform to promote their work in the run up and over the Culture Night weekend.

“We’ll be launching a call for submissions for our online listings and promotional activity in the coming week and we look forward to doing whatever we can to support the wider arts sector during this turbulent time.

“We want to use this as an opportunity for people to fundraise for arts and culture. Maybe people won’t be out buying pints but hopefully they’ll donate what they would have spent to Culture Night and the artists and creators entertaining them.”For more information go to culturenightbelfast.com or follow #CNB20.

Burger Burger is back with a bang as diners return for its unique laidback dining experience, and its renowned delicious food choices and premium retro cocktails.

The £20,000 post lockdown cash injection comes just months after an initial investment of £60,000 which saw the company create seven new jobs in February this year.

With a menu already packed with multiple choices of burgers Burger Burger now offers the option of American whiskey infused meat.

Newly appointed general manager, James McErlean, said that the company was quick to adapt to changing eating trends in the wake of the Covid-19 lockdown, and have put in place government advice on social distancing.

“Our aim is to make our guests feel relaxed, safe and in a great environment where they can really enjoy themselves,” he said. “As a business we are taking this new world seriously and are approaching it with a positive attitude and staff that are there to make every single customer feel at ease.”

The menu on offer promises a feast of delicious options.

“We are delighted to be taking part in the Eat Out To Help Out,” James explained. From Monday to Wednesday get 50% off their food bill up to the value of £10 per person.”

“Our lunchtime deal now operates from 12-5pm with a £7.50 deal with a limited menu, but if you want something from the evening menu, we can make that happen.”

“After 5pm the burger boutique kicks in. The lights go down and the vibe of the restaurant really kicks in with candles and a fully set table.”

All Burger Burger meals are homemade and locally sourced, but James promises that every diner will have the best of choices.

“Customers can choose from one of our new burger meats, original or American whiskey infused,” he said “And let me tell you it really is a mouth-watering experience.”

Like so many others in the hospitality industry Burger Burger have shown great resilience coping with extended lockdown and new safety measures.

But James is confident their investment of £20,000 in the restaurant over the last eight weeks will see them back on top again.

“We have adapted, but so has the rest of Northern Ireland” said James, adding: “We love our customers and we were so eager to get them back in to feed them.”

For the new Burger Burger menu go to https://www.burgerburgerbelfast.com/menu  and to book a table visit https://www.opentable.co.uk/r/burger-burger-belfast

Most people think about clothes in terms of style and design, but few really think about the actual fabrics that they wear and how it feels against the skin.

That, sadly, is not the case for children with Sensory Processing Disorder (SPD) and autism, however. 

Meta Auden, founder of Spectra Sensory Clothing explained: “While some children will appreciate the tactile stimulation that some clothing will offer them, others will find that their clothing creates an unpleasant tactile sensation.

“Many children will appreciate a sensory-preoccupying layer of clothing that acts as protection against the outside world, other children with SPD and autism will find clothing stiff, itchy and, at times, almost unbearable.

“It’s not just about the materials used in their clothing, either, children can also be affected by the way in which an item of clothing fits their body.”

According to Meta, who is currently working with her customers to provide a range of sensory clothing for school uniforms, an unpleasant, tactile sensation can also be made even worse by accessories attached to the clothing, such as metal attachments and seams, which can cause a child to itch and scratch. 

She added: “The situation can be made even worse if a child is not very communicative and is unable to articulate their discomfort, so it goes without saying that finding the right type of sensory-friendly clothing can be an absolute lifesaver for a child.”

Sensory clothing

Sensory friendly clothing is clothing that is specifically designed for children with sensory issues. In general, it tends to be tagless, seamless and has accessories or fastenings that are much more pleasant against a child’s skin. A child, for example, who doesn’t like to feel the seam of their socks against their ankles will enjoy the benefits that seamless socks can provide. 

Meta said: “The ‘bottom layer’ of clothing is obviously the most important aspect of sensory clothing since it is the layer that is in direct contact with the skin. The right underwear, for example, can make the difference between a day of fun and a day of discomfort and irritation for a child.

“When it comes to the ‘middle layer’ – items such as shirts and trousers – it’s vitally important for a child to avoid materials that will irritate their skin. If the weather is fine, then loose, baggy shorts are a great idea, while loose-necked T-shirts are preferable to buttoned-up or ‘tight-necked’ items, such as polo neck jumpers or fitted shirts.

“Lightweight compression materials such as cotton are the best option for these items, with stretchy cotton a particularly good choice, since it enables easy, irritation-free movement.

“The’ top layer’ is the one which can feature heavier compression materials since these can be easily put on and taken off as required, and providing easy access for a child.”

How it can improve your child’s quality of life

Meta, whose daughter Kirsty is Autistic said: “Parents of a child with SPD and autism, will be only too aware of the problems that their child may be experiencing with their clothing. From refusing to wear certain items of clothing, to being visibly and audibly distressed while wearing others, the wrong type of clothing can be upsetting for both parent and child.

“Sensory clothing is one vitally important way in which you can help to alleviate your child’s distress and discomfort. Research has shown that sensory-friendly clothing can decrease a child’s stress levels, primarily since it greatly reduces – or removes completely – the irritation that ‘ordinary’ clothing can cause to their skin.”

Meta added that compression clothing can act as a type of weighted blanket for your child since it helps to make them grounded and to reconnect with the world around them.

“Children with SPD and autism have enough to deal with on a daily basis without having to cope with the discomfort and distress caused by their clothing. By opting for sensory clothing, you can help to remove the aggravation caused by your child’s clothing and enable them to feel comfortable both in their clothing – and in their own skin” said Meta.

Find out more about Spectra Sensory’s general clothing and uniform options at spectrasensoryclothing.co.uk

In recent years Twitter has got a bit of a bad reputation for being a ‘dying’ platform.

Not according to Lana Richardson, Digital Marketing Manager for PropertyPal. PropertyPal were early adopters of social media, and today boast over 200,000 followers across their Facebook, Instagram, and Twitter profiles. 

With over 10 million visitors to their website in 2019, the business has seen 6% growth month on month in their social following.

Lana shared her top tips on how to maximise Twitter at a Lunchtime Learning session facilitated by the Cathedral Quarter BID (Business Improvement District).

She said: “Facebook and Instagram are image-heavy platforms. Twitter encourages conversation and discussion, as well as debate and disagreement. It has a different purpose for each person who uses it – some are there for current events, some for sports news, and some to follow celebrities. The character limit forces creativity and Twitter is often where viral moments start.”

You might wonder if your business has any place on Twitter, but according to Lana, the statistics speak for themselves:

• The average Twitter user follows five businesses.
• 77% of Twitter users feel more positive about a brand when their tweet is replied to. 
• 80% of Twitter users have mentioned a brand in a tweet. 
• Companies using Twitter for customer service see a 19% lift in customer satisfaction. 

As the third most popular social media platform in Northern Ireland, Lana says all business owners should consider if Twitter could add value to your business. 

Here are Lana’s top 7 tips:

1. Establish a clear brand and a clear brand voice 

Lana said: “Your brand voice will dictate what you post, how you post it, and when you post. It helps to make your business memorable and creates trust through consistency.”

2. Find some inspiration

Research other company profiles and see what kind of content you enjoy looking at, how can you make this work for your business? 

Lana explained: “Check out other businesses in the same industry as you. Many brands treat Twitter entirely differently so see what others are doing and figure out what works for you.” 

3. What do you post?

Lana advises: “Optimise your bio – it’s the first thing people see on your profile so it should give a brief explanation of who you are and give followers an idea of what to expect. An average tweet has a lifespan of just 18 minutes, so you need to focus on quality over quantity and post engaging content that will grab the attention of your audience.” 

4. Engage in conversation with trending topics

Twitter gives you an indication of what topics are popular within the trending feed. According to Lana you can use this to your advantage if it fits with your business and your target audience. Don’t try to shoehorn your brand into a trend when it doesn’t fit, but you can be creative.

5. When do you post?

There really is no hard and fast rule of when to post to Twitter. 

Lana said: “Don’t post just for the sake of it – your tweets should have purpose or being engaging in trending topics. Only post when you have something to say. If a tweet doesn’t do well within the first hour, I’ll delete it from our feed and repost it at another time.”

6. Make use of tools to help you

Twitter Analytics and Twitter Advanced Search are free and easy-to-use tools that can give you an insight into how your profile is performing and highlight areas where you could make tweaks and improvements. 

TweetDeck is another free tool that is great for scheduling content. 

“Twitter is much more fast-paced than other social media platforms, so you will want to post some content ‘live’” said Lana, adding: “And make sure you always have quick and easy access to TweetDeck to stop any scheduled posts if they are no longer suitable. For example, if news is released about a celebrity death and you have scheduled a meme that features them, that probably isn’t the best time to post that content.”

7. Have posting guidelines for what your brand does and does not do

With Twitter, you really need to cut the red tape. 

Lana explained: “Things that land and perform well on Twitter are usually more off-the-cuff and timelier in nature, so if you have to wait three days for your boss to approve a post, it just won’t land the same. Having guidelines can help with this as you can work out what you do and do not post, for example is profanity OK? The use of slang? Whatever you do just remember that Twitter is there to increase awareness of your brand, not to generate direct sales. No one likes being sold to on Twitter.”

Check out Lana’s full Lunchtime Learning on the Cathedral Quarter website: https://www.cathedralquarterbelfast.com/whats-on/lunchtime-learning-twitter-for-small-businesses/ 

To see more Lunchtime Learning sessions go to: https://www.cathedralquarterbelfast.com/lunchtime-learning 

Creating and developing advertising on social media can be a minefield. When you get it right, great things can happen. But, if you get it wrong it can cost you a lot of money.

Gil David, Founder of Run DMG, has spent over 13 years in sales, marketing, and business management, as well as over five years running social media adverts for a wide range of clients, including beauty chains and ecommerce stores, online coaches, and nationwide fitness franchises. 

As someone who has worked with social media advertising budgets from a few hundred pounds to £150,000 plus, Gil has a wealth of experience and tips to share.

Gil delivered an insightful session on Facebook and Instagram advertising at a Lunchtime Learning session facilitated by the Cathedral Quarter BID (Business Improvement District).

Gil’s first point may come as a bit of a surprise to many, he said: “One thing I won’t focus on in this session is targeting. It’s talked about a lot but it’s pretty straightforward to do and it isn’t as important as some of the other elements. 

“If you have a smaller budget, targeting might be more important, or if your product or service is much more niche. But if your product or service would interest a wide range of people and your main market is within Northern Ireland, the actual size of the market is too small to overly benefit from very specific targeting. 

“For example, in comparison with running advertising campaigns in America where there are millions more people.”

With that out of the way, Gil went on to explain some of his key tips and tricks to running successful Instagram and Facebook adverts. 

1. Get the Facebook pixel installed on your website

Gil explained: “This is a simple piece of code that you may be able to install yourself using a plugin or app, but if not, your web developer should be able to do this for you very quickly. The pixel is good not just for monitoring your ad performance but also for optimising adverts.”

To comply with the General Data Protection Regulations (GDPR) you should have a cookie policy on your website anyway, but if you install the Facebook pixel make sure to update this, along with any other Privacy Notices, so your website users know what data you are collecting and how you plan to use it. 

2. Don’t jump straight to the sales pitch

This is especially so if you aren’t a well known brand, consumers go through a process before making a purchase – they need to know who you are, they need to like you, they need to trust you, then they’ll make the decision to buy. 

“This process fits nicely into a sales funnel where your adverts aim to increase awareness of your brand in the first instance, then to encourage interest in your products and services, before leading to a prospective customer making a purchase” said Gil, adding: “From there you can retarget customers for more sales, or to cross-sell other products and services.”

It’s unlikely that you will achieve significant sales the first time you run adverts on social media. Potential customers should first become familiar with your company and understand the benefits that your product or service will offer them, before they make the decision to purchase. 

3. Get the creative right

When it comes to adverts on social media, it is estimated that the creative (or imagery) element used contributes 47% to the overall sales contribution (targeting is 9%). The image or still (if using video) needs to be eye-catching, with videos of 30 seconds duration generally being viewed as ideal. This depends on the complexity of the product or service you offer and the needs of your target audience. 

Square 1:1 ratio (1080×1080) or tall 4:5 ratio (1080×1350) works best on Facebook and Instagram and remember to include text or captions in the video because most people tend to watch with the sound off. 

4. Entice with good copy.

Gil said: “Your offer should state who you are, what you do, and give customers a reason for them to purchase.”

And he gave these examples:

• Bad Offer – We are NI’s biggest bed store. 20% off today!
• Better Offer – The widest range of beds in NI. 20% off today. 
• Best Offer – Say goodbye to sore backs and enjoy a great night’s sleep every time with our Snooze Guarantee. NI’s widest range of beds. Get 20% off when you shop today at Sleepys. 

5. Always be testing

Gil revealed: “Test as many versions of your advert as your budget allows for. Around seven out of ten ads fail. Check on your ad results regularly. You should know within 2,000 to 3,000 impressions if the ad is successful or not. Aim for a 1% click through rate, and around £1 cost per click. Though this can depend a lot on your product or service. Stop those ads that aren’t working and double down on those that are.”

Check out Gil’s full Lunchtime Learning on the Cathedral Quarter website: https://www.cathedralquarterbelfast.com/whats-on/lunchtime-learning-facebook-instagram-ads-doing-the-basic-well

To see more Lunchtime Learning sessions go to: https://www.cathedralquarterbelfast.com/lunchtime-learning 

Established over 50 years ago, Queen’s Film Theatre is Northern Ireland’s only arthouse cinema, showing a diverse range of films for a diverse audience.

In recent years they have relied heavily on their clever use of Facebook in order to drive audiences to the theatre.

Ellen Reay has been the Marketing Coordinator at Queen’s Film Theatre since 2019. She has an MA in Arts Administration and Cultural Policy from University of London, and before returning to Northern Ireland to work at QFT, she previously worked in marketing for the Barbican Centre in London, the Independent Cinema Office, and London International Festival of Theatre.

Ellen delivered a Lunchtime Learning session about how businesses can maximise their use of Facebook facilitated by the Cathedral Quarter BID (Business Improvement District).

Ellen talked about her experiences of using Facebook to promote the theatre, as well as some tips and tricks she has picked up along the way.

She said: “When I started working for QFT I inherited their social media strategy, which aimed to pinpoint the focus of our social media efforts. 

“It focused on communication, information, and collaboration, but the overarching theme was community. 

“Based on this, I shifted our focus to encouraging the community (developing the brand), informing the community (generating sales), and helping the community (offering customer service via social media).” 

Here are Ellen’s key takeaways from the session:

1. Encouraging the Community (Developing the Brand)

Ellen explained that there was a massive spike in engagement on the QFT Facebook page when they celebrated the 50^th anniversary of QFT with the QFT50 campaign. 

“This campaign gave us the freedom to talk more about our organisation and our history. We created two new campaigns on Facebook – #TBT and #WeAreQFT. #TBT, or throwback-Thursday, is not a new campaign, but it gave us an easy and recognisable way to share our history with our audience. 

“We digitised our archive of programmes and image stock, so rather than them gathering dust, we were able to share them with our followers.

“#WeAreQFT was inspired by social media accounts like ‘Humans of New York. Every week a member of the QFT community is put in the spotlight. This could be a member of staff, a regular customer, or a special guest. 

“We created a questionnaire for the feature and then share the answers in the post. These posts perform exceptionally well for us, with roughly a 60% increase in reach and 670% increase in engagement compared to other posts on our page.

“The plan is to run these campaigns for a year and then take stock, with a six-month review in between. We are looking for what commonalities there are in the posts that perform well compared with those that don’t, as well as checking if there is a clear better time for QFT to post.”

2. Informing the Community (Generating Sales)

QFT have between two and 20 showings per week, and Ellen explained they rarely get a lead time that is longer than six weeks. 

She added: “To keep us agile and responsive, we have a weekly posting schedule and the rest of our content is directed by trends or business needs. We have a weekly marketing meeting, and currently post approximately every hour each weekday.

“Monday is ‘Monday Madness’ with £4 tickets, Tuesday is #WeAreQFT, Wednesday is the following week’s programme, Thursday is #TBT, and Friday is Fresh Film Friday where we talk about a new release. 

“We make a lot of our own content by putting our branding over film imagery, but we also share independent content such as reviews for films that can encourage debate.

“Facebook Events are really important to us. Special Screenings are added as events. Where a post about a screening might get 2,000 impressions, an event for the same screening would get around 32,000 impressions.”

3. Helping the Community (Customer Service via Facebook)

“We have a contact number and contact page on our website, but we are finding more and more that people are turning to social media to make enquiries or ask for advice” said Ellen, adding: “We use Facebook Messenger for customer service. We communicate in an automatic reply how long it should take to receive a response, and we also use automatic replies for frequently asked questions.”

QFT’s successful use of Facebook to market their business should inspire small business owners to try new things on the platform. 

When considering your Facebook strategy Ellen said: “Think about your strategy, your brand, personalising your content, using word of mouth, and make sure to evaluate and review performance and make tweaks based on the results. 

“A lot of marketers are short on time, but this step is important. Also, while Facebook is a key component of our marketing strategy and a lot of what we do is organic, to get your brand in front of a new audience, you generally have to pay for some Facebook advertising.” 

Check out Ellen’s full Lunchtime Learning on the Cathedral Quarter website: https://www.cathedralquarterbelfast.com/whats-on/lunchtime-learning-how-the-qft-uses-facebook-to-put-bums-on-seats/

To see more Lunchtime Learning sessions go to: https://www.cathedralquarterbelfast.com/lunchtime-learning