Asylum marketing presentation for artists feb 2013
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Asylum marketing presentation for artists feb 2013
- 1. Social Marketing & Media Relations for Artists Presented by Aaron Bisman Director of Audience Development Jazz at Lincoln Center @bizmonides #AsylumArts
- 2. AGENDA 9:30 Intro 9:45 Your Marketing Questions 9:55 How to Market Things & People 10:50 Q&A 11:00 Break Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 5. JDub’s 5th Anniversary Celebration at Celebrate Brooklyn in Prospect Park, July 2008.
- 6. QUESTIONS? Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 7. YOU CAN DO THIS (ALSO, YOU HAVE TO) – If you learn to market yourself, you can manage others in the process later on – You will be a more successful artist and manager of your own career if you can master the marketing of your own work – Getting booked is the first step not the last. “Presenters/Hosts” in name only. Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 8. 1. Set Goals 2. Know your audience 3. Find your niche 4. Utilize tools at your disposal 5. Frame the story 6. Create evangelists 7. Trust the data 8. Plus… HOW TO MARKET PEOPLE & THINGS Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 9. KNOW YOUR AUDIENCE Think like a fan Who are they? What is going to inspire them to show up? Conduct market research. o Make and test assumptions. o Social Media can help. Facebook Insights Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 11. FIND YOUR NICHE How do you break through the clutter? What do you do better than anyone else? Identify similar artists/projects Find the bloggers, journalists, tastemakers that influence your ideal place of impact Find the most obvious potential targets and reach out directly to them. Connect with related Facebook groups Follow them all on Twitter Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 13. WHAT IS THE SINGLE MOST POWERFUL MARKETING TOOL AT YOUR DISPOSAL? Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 14. CONTENT, CONTENT, CONTENT WHAT – Videos / Podcasts – Photos / Sketches – Blog posts – Workshops – Contests WHY – Allow participants into your process – Gives them more to connect to, and gives you more to share with others Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 15. Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 16. UTILIZE TOOLS AT YOUR DISPOSAL • Social Media – Facebook – Twitter – Instagram – Youtube – Pinterest – Tumblr – Vine – Wikipedia • Digital Marketing - Email - Event listings - Facebook Ads - Your site - Microsite Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 17. Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 18. FRAME YOUR STORY Putting your work into context for others. Media ALWAYS needs context: – Trends • Identifying – or defining - a trend and placing your work at the center of it – Current Events • In what ways does your project relate to/comment on/connect to a current event in your local, national, or global community? – Calendar • Why is your project important RIGHT NOW? • Holiday, season Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 20. Making the particular universal and the universal particular – What about the Jewish component will interest more general audiences? – What about the work generally will interest specifically Jewish audiences? FRAME YOUR STORY Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 23. CREATE EVANGELISTS How can you engender buy in? What will send them running to tell their friends about your work? Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 24. BE AN ENABLER • Provide tools – Postcards – Posters – Digital Flyers – Gifs – Temporary Tattoos – Sandwich boards • Hired guns - Publicist - Social Media Manager - Street Team Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 25. DATA IS YOUR FRIEND – A/B Test when possible • Email subject lines & body layout, Facebook ad text • Taglines/Design – Facebook Page Insights – Google Alerts – Constant Contact/Mailchimp – Tweetdeck – Addictomatic.com Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 27. Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 28. Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 30. 1. Set Goals 2. Know your audience 3. Find your niche 4. Utilize tools at your disposal 5. Frame the story 6. Create evangelists 7. Trust the data. Data is your friend 8. Plus… HOW TO MARKET PEOPLE & THINGS Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 31. COLLABORATE ASK FOR HELP BUDGET ONLY 3 MORE TO GO Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 32. REMEMBER… YOU ARE AWESOME Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
- 33. THIS PRESENTATION WILL BE AVAILABLE AT bit.ly/asylumretreatmktg2014 Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides#AsylumArts
Editor's Notes
- Feel free to take notes, but I’ll also give you a link to this presentation at the end. It will be available after the retreat ends.
- I know as an artist, you have a lot to focus on alreadyYou are your best advocateYou have to know how to conduct your business before handing it off to someone else. Too much competition in the marketplace not to do all you can.Today, its your responsibility to bring in your own audience
- Data is your friend
- Not like artists. Get in their heads. Heart of successful marketing. SEO – approach from their perspective in their language5,000 Brand messages every day. You are a brand, whether you are comfortable with that language or not.
- Perspective: 115,000 CDs released each yearTwo pieces – what in your work and what in your outreach will break through?What makes you unique? Why would this demo care?
- Ask for show of hands. Who uses the following?
- Track and evaluate your progress
- Also, Addictomatic
- HELPPromoter/Host, Fans,Friends,Family,Supporters,Colleagues,Partners/Sponsors What are you asking others to do to help?What can you offer them and/or how can they be involved?
- BE BRAVE, BE BOLD, MAKE IMPACT
- BE BRAVE, BE BOLD, MAKE IMPACT