Lazy, but brilliant: choosing the tools you need. Presented as part of Artrepreneur York Region, October 15, 2020.

1. Lazy, but brilliant:
Choosing the tools you need
Marketing for Artists
October 15, 2020
Artrepreneur, York Region

2. Agenda
1. About me
2. Rules of engagement
3. Creativity exercise courtesy of Edward de Bono
4. 5 minute Marketing 101
5. Lazy, but brilliant
6. The four rules
7. Competitor and SWOT analysis
8. Choosing the tools you need
9. Group exercise
10. Your turn: comments / questions?

3. 1. About me
Manager, cultural marketing, City of Kingston. Reside on the
traditional territories of the Anishnaabe and Haudenshonee.
@juliefossitt
A copy of today’s slides can be
found at slideshare.net/jfossitt

4. 2. Rules of engagement
1. No dumb questions!
2. Chatham House rules
3. Introvert pause
4. Don’t worry about the technology
5. Raise your physical or virtual hand and I will be happy to your
answer your question

5. 3. Warm-up exercise
Connect creativity exercise Excerpted from Edward de Bono’s “How to
Have Creative Ideas: 62 Exercises to Develop the Mind”
The aim of this exercise is to find multiple connections. How do you
move from one item to another? The task is to arrange a bridge
between two chosen ends.

6. 3. Warm-up exercise
1. Obtain five random words from https://creativitygames.net/random-word-generator or ask Julie
2. From these five random words select two words. These two words are going to form the end of
the bridge.
3. Now arrange the remaining three words to form the bridge. Each word must connect to the word
on each side of it, so that you move smoothly along the bridge from one end to the other.
4. For each link the bridge, describe clearly the basis for the linkage. Why does this word lead onto
the next?
5. Be prepared to share your linkages with the bigger group.
Note: You are choosing the end words for the bridge and also the order of the linking words. You
may need to experiment to get as sound a bridge as you can.

7. 3. Warm-up exercise

8. 4. Marketing 101
The classic role of
marketing includes the
following:
Distribution - Deciding
how you'll get the
goods or services you
want to sell to the
people who want to
buy them.

9. 4. Marketing 101
Financing - Generating enough
revenue for product development
and marketing.
You need money to make a living
and continue producing.

10. 4. Marketing 101
Market Research - Market
research is about gathering
information concerning
your target customers.
Who are the people you
want to sell to? Why should
they buy from you?

11. 4. Marketing 101
Pricing - If your price is too
high, you might lose
customers -- but if you price it
too low you might be
undervaluing the perception of
quality. The "right" price
normally comes through trial
and error and doing some
market research.

12. 4. Marketing 101
Product and Service
Management -
listening to
customers,
responding to their
wants and needs, and
keeping your
products and services
fresh and up to date.
Does the work you
do have an audience?

13. 4. Marketing 101
Promotion - Advertising your
products and services is
essential to attracting new
customers and keeping
existing customers coming
back.

14. 4. Marketing 101
Selling - Selling can
happen only after
you've determined
the wants and needs
of your customer
base and are able to
respond with the right
products at the right
price point and time
frame.

17. Can you be the answer?

18. Be lazy, but brilliant!

19. Be lazy, but brilliant!

20. The four rules:
- Right person (target market)
- Right message (what / how do you talk to
them?)
- Right channel (how do you talk to them?)
- Right time (when do you talk to them?)

21. “
Target markets:
Who are you trying to
reach?

22. Right person:
◉ Who is the persona? What personality traits
characterize him/her?
◉ What roles does s/he play? What does his/her typical
day look like?
◉ Where is the gap in his/her needs/wants beyond what
we’re offering?
◉ When does s/he close this gap?
◉ Why should s/he care about us as an organization /
artist / individual?
◉ How can I reach this person?

23. Personas

24. Personas

25. “
You now know who you are
talking to, but how will you
talk with them?

26. Right message:
Make it relevant for you!
- Focus on a few themes and make it clear
- What is your USP - unique selling point?
- Differentiate what you are doing from others -
what makes you special?
- What type of tone / language appeals to your
persona and the channel?
- Use words and images that evoke emotion
- Be careful if you choose to alienate some
audiences for your target market

27. “
You now know who you are
talking to and how, but
where will find them?

28. Right channel:
Where do you find your target market?
- In-person events
- Through friends / contacts
- Email
- Facebook
- Twitter
- Instagram
- Linked In
- Other?

29. Right channel:
Only choose the places where you can find the
most concentrated area of your target market!
- In-person events
- Through friends / contacts
- Email
- Facebook
- Twitter
- Instagram
- Linked In
You can’t be everywhere!

30. “
When will you talk to your
target markets?

31. Right time:
- You need to make connecting with your target
market a top priority. Regular, consistent
engagement is the only way to build a
relationship.
- How often do you talk to your parents?
Friends? Colleagues? How much it too much?
- Jab, Jab, Jab, Right hook -
https://www.youtube.com/watch?v=NfP43Y3I
lDM

32. For ideas: competitor analysis
Make it relevant for you!
- What 10 people / orgs do you think are doing
a great job? Why?
- Reach out to them to find out what they do
well and what they struggle with.
- What is their “USP” - unique selling
proposition?
- Who is their audience?

33. 6. SWOT analysis
Take a deep breath, and get ready to do a SWOT analysis on your own work.

34. Let’s recap!
Now you know:
- The different elements of marketing
- The 4 rules
- What your competitors are doing well
- You have done a SWOT analysis on yourself
Now it’s time to figure out the easiest way to get your marketing
started using your strengths and opportunities.
-

35. The four rules
Right
person
Right
message
Right
channel
Right
time

36. What next?
Once you know:
- Your target market
- Your messaging
- Your channels
- Your timing
You can prioritize your tasks for your marketing and
communications plan.

38. What do you people
see when they look
for you?

39. 9. Breakout group exercise
◉ Get into groups of 3 people. Use your phone or laptop to
search one another. Spend a few minutes looking at the
following:
- Quality of images on social media
- First four to 6 listings on Google
- Content of images on social media
- Topics covered on social media
Present one of the profiles to the group and answer these
questions:
- Did you find anything surprising? Upsetting?
- What do you want to change?

40. “
You are the only you.
How is your work unique?
Only use the tools to help you reach your
goals and leave the rest.

41. What tools do you
need?

42. Own your media!

43. Own your media!
Earned media is gained through promotional efforts.
Paid media is well, paid for.
Shared media is content that is shared across social media or
shared between multiple owners.
Owned media is any type of content that you create and own
yourself — that’s on your website and any sort of assets or
locations that you own as a company
Use channels like social media to get people engaged in your work,
but drive them to your own platforms!

44. Own your media!
Website must-haves:
● Mobile responsive - phone friendly
● Customer friendly - accessible, easy to use
● Domain name easy to spell and remember
● Have Google Analytics installed
● Content - earned media
● Updated regularly - Google likes fresh content
● Call to action - what do you want people to do when they are
there?

45. Digital consumption
#1: Facebook
Approximately 75% of Facebook
users visit the site every day.
69% of adults use Facebook.
#2: Instagram
75% of 18-24 year olds use
Instagram, and 57% of 25-30
year olds use it.
#3: Snapchat
Snapchat’s penetration among
the teen demographic is
at 41%.
#4: Twitter
In the US, 22% of adults use
Twitter. Twitter’s format is ideal
for timely content, meaning the
platform continues to be
popular for news and customer
service.
#5: YouTube
In the US, 73% of adults use the
video streaming platform. For
those who do use the network,
38% of them reported logging in
several times a day.
#6. Tiktok
Has 500 million users
worldwide. It allows users to
create short videos with music,
filters, and some other features.

46. Don’t consume - create!
#1: Time spent
Americans spend an average of
3 hours per day on their phone -
mostly messaging and social
media. Are you swiping or
sharing?
#2: Document
The creative process is
fascinating to watch and
discover. Can you share your
process using digital tools to
build interest in your work?
#3: Your face!
Content that features the person
behind the work gets a lot more
engagement. Are you
highlighting the people?
#4: Simple
High production content are not
necessary for most creation to
promote your work. A simple
cell phone is all that’s needed to
share photos, videos or quotes.
#5: Sneak peek
Can you share exclusive content
online to drive people to your
call to action? It doesn’t have to
cost money to be entice people.
#6. You’re fucking artists!
You are the coolest people on
the planet. Why not share your
story with those willing to pay
for your work!

47. “
How can you continue to
learn?

48. Free resources
◉ Personal branding workbook
◉ Personal branding worksheet
◉ Personal branding blog post
◉ Free email program from MailChimp
◉ Free website from Wix
◉ Free website from Squarespace
◉ Google Analytics courses for beginners
◉ Facebook and Instagram courses
◉ Free online design program - Canva
◉ Me! You can always reach out to me and I will try and
help.

49. Group exercise
◉ Get into groups of 3 people. Use your phone or laptop to
search one another. Spend a few minutes looking at the
following:
- Quality of images on social media
- First four to 6 listings on Google
- Content of images on social media
- Topics covered on social media
Present one of the profiles to the group and answer these
questions:
- Did you find anything surprising? Upsetting?
- What do you want to change?

50. The five takeaways

51. Your five takeaways
Right
person;
message;
channel;
time
Be lazy,
but
brilliant
Own your
story and
find your
USP
Create -
don’t
consume
Always be
learning
and ask for
help

53. marketinggoon@outlook.com
Thanks!