Romancing the Media: What's Your Story?

352 views

Published on

Published in: Education, Technology, Business
  • I think this is pure Genius! A perfect example of why I am excited for you to host international seminars! Your knowledge is water for a industry that is totally dehydrated.

    Miss Wu
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Romancing the Media: What's Your Story?

  1. 1. What’s Your Story?<br />The importance of Media Influence and how to deal with it professionally.<br />Bernard P Achampong<br />themusicindustry.co.uk<br />ideasgenuis.com<br />
  2. 2. Bernard P Achampong<br />Clark Kent<br />BBC Radio Producer<br />Beverley’s Gospel Nights<br />Radio 1 & 1Xtra<br />BBC Cross Trails<br />19 awards & nominations since 2001<br />Superman<br />ideasgenius.com<br />Developed Warner Music street team<br />UKGospel.com Team<br />Developing Gospel music industry resource with mainstream focus<br />
  3. 3. Bernard P Achampong<br />Strengths<br />IDEATION. Fascinated by ideas.  Able to find connections between seemingly disparate phenomena.<br /> <br />STRATEGIC. Create alternative ways to proceed. Can quickly spot the relevant patterns and issues.<br /> <br />CONNECTEDNESS. Faith in the links between all things.   Believe there are few coincidences and that almost every event has a reason.<br /> <br />RELATOR. Enjoy close relationships with others.  Find deep satisfaction in working hard with friends to achieve a goal.<br /> <br />POSITIVITY. Enthusiasm that is contagious.  Upbeat and can get others excited about what they are going to do.<br />
  4. 4. Define Media Influence<br />Media: The storage and transmission channels or tools used to store or deliver information... for any purpose.<br />Media Influence: The ways mass media affect how their audiences think and behave.<br />
  5. 5. Time for a story…<br />Ananse, the King & the Lion.<br />
  6. 6. Ananse, the King & the Lion<br />
  7. 7. If the Ananse is the artist…<br />The King<br />The Lion<br />The Customer (is King)<br />Not always direct<br />Fickle yet Powerful<br />Ability to influence others<br />NEVER underestimate the customer<br />Always be two steps ahead<br />Strategic Partners<br />TV and Radio stations<br />Print media<br />Promoters<br />Sponsors<br />Bloggers<br />
  8. 8. Case Study: King vs. Lion<br />
  9. 9. Case Study: King vs. Lion<br />UK Gospel, Integrity UK and my databases<br />Staggered email<br />Lion first (x 300); 3 days later King (x 3000)<br />Data capture from ‘bounce’ url<br />Same response pattern: 2 days average<br />Little activity from Lion<br />Most propagation from King<br />Most interaction from King<br />Impact on sales from King<br />
  10. 10. Why is The Media influential?<br />What’s the story, Morning Glory?<br />Oasis<br />
  11. 11. A man wakes up and says…<br />“I sell computers for a living. I have massive competition from other people who also sell computers…<br />However, I’m going to do something different. I’m going to sell portable hard drives. They won’t see it coming.”<br />
  12. 12. WHAT’S Your Story?<br />The world’s most popular portable hard drive… The iPod range.<br />
  13. 13. WHAT’S Your Story?<br />The world’s most popular portable hard drive… so far 31 million units in 2010 (not including iPhone products).<br />
  14. 14. The influence of a good story<br />“The choice we made was music.<br />Why music? Well, we love music… and it’s always good to do something you love.<br />More importantly, music is a part of everyone’s life. EVERYONE!<br />Music’s been around forever and it will always be around.<br />…This amazing device holds a thousand songs and goes right in my pocket.”<br />Steve Jobs<br />iPod Tech launch, 2001<br />
  15. 15. What’s Your Story?<br />The relationships with the customer and The Media<br />
  16. 16. Define Media Influence<br />Media: The storage and transmission channels or tools used to store or deliver information... for any purpose.<br />Media Influence: The ways mass media affect how their audiences think and behave.<br />
  17. 17. How big is the UK Media?<br />270 media owners: <br /><ul><li>857 radio stations
  18. 18. 532 television channels
  19. 19. 1,601 newspapers
  20. 20. 1,960 magazines</li></ul>approx. 200 million blogs… worldwide<br />
  21. 21. What does The Media want?<br />‘Content analysis is a summarizing, quantitative analysis of messages…’<br />Narrative (Story + Opinion) + Promotions = Content<br />
  22. 22. Sizzle vs. Steak<br />Barack Obama<br />Kirk Franklin<br />50 Cent<br />Muyiwa<br />E-Tizz<br />Young Kof<br />Your turn…<br />
  23. 23. Young Kof – Fire It Up<br />Fire It Up - KOF feat. Wiley & Chelcee Grimes – www.kofmusic.com<br />
  24. 24. Things for you to consider…<br />The Customer<br /><ul><li>What do I want the audience to do with the information?</li></ul>The Media<br /><ul><li>What does the Media need from me?</li></ul>The Artist<br /><ul><li>What do I want them to say about me?</li></li></ul><li>Brand ‘U’<br />“I’m not a business man. I’m a business, Man?”<br />Jay-Z<br />
  25. 25. Brand U<br />A brand can take many forms, including a name, sign, symbol, colour scheme or slogan<br />A clear, distinct, focused brand stands for something and connects with people’s emotions.<br />What’s your brand?<br />
  26. 26. Media Fails<br />What could possibly go wrong?<br />
  27. 27. Media Fail<br />
  28. 28. Media Fail<br />ALWAYS<br />Contact details<br />Release/Event date<br />Pronunciations<br />Reinforce Big Picture<br />NEVER<br />Lie<br />Exaggerate<br />Be Unprepared<br />Closed minded<br />
  29. 29. The most important bit of today<br />If you only remember one thing from today, make sure it’s the following slide.<br />
  30. 30. How to win The Media over<br />Don’t be ‘long’ (prompt)<br />‘llow the hype ting (personable)<br />Give them what they want (needs)<br />No long talking (brief)<br />Don’t flop… (consistent)<br />Get back to them (feedback)<br />   <br />Make them your friend (contact)<br />
  31. 31. Free info.<br />www.google.co.uk<br />www.ukgospel.com<br />www.ukmusic.org<br />www.mediauk.com<br />And finally… contact me info@themusicindustry.co.uk<br />
  32. 32. What’s Your Story?<br />The importance of Media Influence and how to deal with it professionally.<br />Bernard P Achampong<br />themusicindustry.co.uk<br />ideasgenuis.com<br />

×