Pub355: Discoverability: Understanding Your Audiencesomisguided
An audience-centric approach to marketing communications and campaigns is important. This deck looks at the lessons of Clay Shirky's Here Comes Everybody, The Open Brand and the Cluetrain Manifesto and how understanding your audience is the first part of building a marketing message. A 7-Sentence Framework for marketing planning is introduced.
These are my slides from a free public workshop I conducted for JCI Beirut about the basics of Social Media Strategy that includes examples of brands that do not have a proper strategy, defining your goals, the sales cycle, asset mapping, defining your audience and creating personas, choosing channels, voice & tone, posting frequency & time, crisis management, and understanding Facebook's algorithm.
Intro to podcasting | SCC Course, October 2020Mitchell Roush
In the realm of content marketing, story is the name of the game. What's the story of your business, the people behind it, and the story of what you mean to the community?
Podcasting has become a fast-rising arena of content creation and story curation. It's never been easier to answer these questions and solidify business and personal branding than with the podcasting outlet.
This course serves as an introduction to the podcasting medium in general; break down the mechanics behind recording, editing, uploading, RSS feeds, downloading, etc; establishing and expanding on an idea/approach; developing logo, approach, and content; and boosting your brand with the content and driving audience to subscribe.
If you're good with conversation, enjoy diving-deep into concepts and exploring ideas with cool people--podcasting is for you, and one of the best decisions you can bring to your personal brand and/or small business. Imagine blogging, but more efficient and at an all-time high in popularity.
Gizmos, gadgets, and thingamabobs a-plenty! After a decade of experts vying for the "next big thing" in social media, it turns out your greatest tools are ones you've had all along.
Since the rise of social media, communications professionals have tried to solve the ultimate question, "How do you work this thing?" The digital world can be terrifying to the uninitiated and present constant challenges to the most seasoned professional. Although the terrain may be peculiar, there's no fix-all gidget, widget, or whatchamacallit.
By applying old school public relations techniques to the ever-evolving world of social, brands can reign supreme over their digital domains. Join us as we explore the traditional PR process and how it applies to social strategy.
Rainmaking 101 - 3 ways to get your initial customers to market for youTribetactics
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
Pub355: Discoverability: Understanding Your Audiencesomisguided
An audience-centric approach to marketing communications and campaigns is important. This deck looks at the lessons of Clay Shirky's Here Comes Everybody, The Open Brand and the Cluetrain Manifesto and how understanding your audience is the first part of building a marketing message. A 7-Sentence Framework for marketing planning is introduced.
These are my slides from a free public workshop I conducted for JCI Beirut about the basics of Social Media Strategy that includes examples of brands that do not have a proper strategy, defining your goals, the sales cycle, asset mapping, defining your audience and creating personas, choosing channels, voice & tone, posting frequency & time, crisis management, and understanding Facebook's algorithm.
Intro to podcasting | SCC Course, October 2020Mitchell Roush
In the realm of content marketing, story is the name of the game. What's the story of your business, the people behind it, and the story of what you mean to the community?
Podcasting has become a fast-rising arena of content creation and story curation. It's never been easier to answer these questions and solidify business and personal branding than with the podcasting outlet.
This course serves as an introduction to the podcasting medium in general; break down the mechanics behind recording, editing, uploading, RSS feeds, downloading, etc; establishing and expanding on an idea/approach; developing logo, approach, and content; and boosting your brand with the content and driving audience to subscribe.
If you're good with conversation, enjoy diving-deep into concepts and exploring ideas with cool people--podcasting is for you, and one of the best decisions you can bring to your personal brand and/or small business. Imagine blogging, but more efficient and at an all-time high in popularity.
Gizmos, gadgets, and thingamabobs a-plenty! After a decade of experts vying for the "next big thing" in social media, it turns out your greatest tools are ones you've had all along.
Since the rise of social media, communications professionals have tried to solve the ultimate question, "How do you work this thing?" The digital world can be terrifying to the uninitiated and present constant challenges to the most seasoned professional. Although the terrain may be peculiar, there's no fix-all gidget, widget, or whatchamacallit.
By applying old school public relations techniques to the ever-evolving world of social, brands can reign supreme over their digital domains. Join us as we explore the traditional PR process and how it applies to social strategy.
Rainmaking 101 - 3 ways to get your initial customers to market for youTribetactics
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
För mig som "early adopter" av sociala media känns social selling mer som ett sätt att vara än en uttänkt strategi. Att stötta och hjälpa mina kontakter är naturligt och jag tror själv att det är nyckeln till framgång!
Pinterest for Business Results Advanced Strategies and Tactics Social Fresh 2016Pam Moore
Pinterest for business results. Provides advanced strategies and tactics to develop a Pinterest strategy, plan to inspire your audiences, increase brand awareness, generate leads and increase sales. Includes strategies to build your online digital platform / website, content marketing strategy, measure results and conversion optimization. Included is visual marketing best practices and loads of industry statistics. These tactics are helpful for large business to small business and entrepreneurs, b2b or b2c.
We hear it every day: Everything is changing. Social media, globalization, climate change are just a few of the powerful and complex forces at work in our every day lives. Not only are people more connected than ever with constant access to a world of opinion mixed with fact, but they’re also feeling less confident, lacking control over everything from home to work to politics. So, the world is complex and facing major challenges, competition is fierce, and brands mean more. So what?
Social media selling is a set of techniques sales people develop to achieve remarkable results using Social Media. By using Social Media and social selling to find influencers and prospects we speed up customer acquisition, reduce the cost per lead and accelerate sales efficiency.
'Digital' was already great for business 10 years ago.Werner Puchert
Mozambique is a diverse country and their economy is still very much in a re-build phase. I had the opportunity to host a talk at the 2012 Mozambique Best Brands conference.
Our agency partners in Maputo highlighted the fact that clients where reluctant to invest in digital platforms, marketing and engagement due to the small footprint digital channels still have in the country.
I respect the African entrepreneurial spirit and wanted to avoid talking down to people who do business in a much harsher environment than this lucky South African. So, rather than preaching or selling digital services I thought I’d share the story of my humble beginnings in the digital industry. I wanted to express that it’s better to start early with low investment and grow your digital footprint and ultimately turn it into a active and profitable part of your business.
Background: I launched a web portal in 2000 which serviced a small niche community – www.sapaintball.co.za. I managed the profitable little portal for 10 years and many of the learning’s and experience I gained from this venture I still implement within my digital strategy, social media and user experience work today.
For more on this topic go to: http://geoffreycolon.net
Presented at the Brand Innovators Content Marketing Summit.
Why Should Content Marketers Think Less Like Marketers and More Like DJs?
Why Does the Human Mind Ingest Information When Complex Information Is Presented in an Entertaining Fashion?
How Does a DJ Think and Act Which Content Marketers Can Duplicate to Success?
Part I. Disruptive
Part II. Disciplined
Part III. Case Study
To learn more check out http://brand-innovators.com
To use Bing Ads for your content marketing solutions sign up: http://advertise.bingads.microsoft.com
#BISummit #BingAds
What happens when we take a creative destructionist strategy toward content marketing? Are we truly doing things in new and innovative ways, or simply hitting the publish buttons? In this discussion, presented at Digital Summit Detroit, Microsoft's Group Product Marketing Manager and Social Data Expert, Geoff Colon goes deep into looking at a topic from a parallax view. Why is the best content a combination of entertainment and education? How do visuals enhance emotional resonance? Why should marketing be approached more like a DJ than a marketer?
For more disruptive ways to look at your marketing, follow Geoff on Twitter @djgeoffe or view his videos at youtube.com/djgeoffe
Differentiated marketing and communication strategies for startups by Sanjay...tiemumbai
This deck was presented by Sanjay Mehta (Socialwavelength) at the #TiEInstitute session for early stage companies/startups.
It aims at providing an overview of varied concepts about differentiated & communication marketing strategies, that can be adopted by startups
Brand pages are like info-kiosks, that provide information about brands without actually selling them. They try to gain the attentionof people in the square, with various methods. Here are some quick tips on how to maximize the effectiveness of your brand on social media.
Included are three successive steps to make a viral Facebook application.
Measuring Social Media & Better Understanding AudiencesAllison Adams
An engaging look at how global brands are using social media data to:
Better understand audience interests and behaviours
Measure and report on campaigns and ‘always on’ activities
Develop insight-led strategies to optimise performance
This is great starting point for those looking to improve social media measurement within their organisation.
Rise consumer rise - Understanding Omni-Channel Marketing And The Six Critica...Sean Nicholson
This presentation was given at the 2016 Business Communicators Summit (BCS) hosted by the Kansas City chapter of the International Association of Business Communicators (IABC). The summit took place on February 9, 2016.
För mig som "early adopter" av sociala media känns social selling mer som ett sätt att vara än en uttänkt strategi. Att stötta och hjälpa mina kontakter är naturligt och jag tror själv att det är nyckeln till framgång!
Pinterest for Business Results Advanced Strategies and Tactics Social Fresh 2016Pam Moore
Pinterest for business results. Provides advanced strategies and tactics to develop a Pinterest strategy, plan to inspire your audiences, increase brand awareness, generate leads and increase sales. Includes strategies to build your online digital platform / website, content marketing strategy, measure results and conversion optimization. Included is visual marketing best practices and loads of industry statistics. These tactics are helpful for large business to small business and entrepreneurs, b2b or b2c.
We hear it every day: Everything is changing. Social media, globalization, climate change are just a few of the powerful and complex forces at work in our every day lives. Not only are people more connected than ever with constant access to a world of opinion mixed with fact, but they’re also feeling less confident, lacking control over everything from home to work to politics. So, the world is complex and facing major challenges, competition is fierce, and brands mean more. So what?
Social media selling is a set of techniques sales people develop to achieve remarkable results using Social Media. By using Social Media and social selling to find influencers and prospects we speed up customer acquisition, reduce the cost per lead and accelerate sales efficiency.
'Digital' was already great for business 10 years ago.Werner Puchert
Mozambique is a diverse country and their economy is still very much in a re-build phase. I had the opportunity to host a talk at the 2012 Mozambique Best Brands conference.
Our agency partners in Maputo highlighted the fact that clients where reluctant to invest in digital platforms, marketing and engagement due to the small footprint digital channels still have in the country.
I respect the African entrepreneurial spirit and wanted to avoid talking down to people who do business in a much harsher environment than this lucky South African. So, rather than preaching or selling digital services I thought I’d share the story of my humble beginnings in the digital industry. I wanted to express that it’s better to start early with low investment and grow your digital footprint and ultimately turn it into a active and profitable part of your business.
Background: I launched a web portal in 2000 which serviced a small niche community – www.sapaintball.co.za. I managed the profitable little portal for 10 years and many of the learning’s and experience I gained from this venture I still implement within my digital strategy, social media and user experience work today.
For more on this topic go to: http://geoffreycolon.net
Presented at the Brand Innovators Content Marketing Summit.
Why Should Content Marketers Think Less Like Marketers and More Like DJs?
Why Does the Human Mind Ingest Information When Complex Information Is Presented in an Entertaining Fashion?
How Does a DJ Think and Act Which Content Marketers Can Duplicate to Success?
Part I. Disruptive
Part II. Disciplined
Part III. Case Study
To learn more check out http://brand-innovators.com
To use Bing Ads for your content marketing solutions sign up: http://advertise.bingads.microsoft.com
#BISummit #BingAds
What happens when we take a creative destructionist strategy toward content marketing? Are we truly doing things in new and innovative ways, or simply hitting the publish buttons? In this discussion, presented at Digital Summit Detroit, Microsoft's Group Product Marketing Manager and Social Data Expert, Geoff Colon goes deep into looking at a topic from a parallax view. Why is the best content a combination of entertainment and education? How do visuals enhance emotional resonance? Why should marketing be approached more like a DJ than a marketer?
For more disruptive ways to look at your marketing, follow Geoff on Twitter @djgeoffe or view his videos at youtube.com/djgeoffe
Differentiated marketing and communication strategies for startups by Sanjay...tiemumbai
This deck was presented by Sanjay Mehta (Socialwavelength) at the #TiEInstitute session for early stage companies/startups.
It aims at providing an overview of varied concepts about differentiated & communication marketing strategies, that can be adopted by startups
Brand pages are like info-kiosks, that provide information about brands without actually selling them. They try to gain the attentionof people in the square, with various methods. Here are some quick tips on how to maximize the effectiveness of your brand on social media.
Included are three successive steps to make a viral Facebook application.
Measuring Social Media & Better Understanding AudiencesAllison Adams
An engaging look at how global brands are using social media data to:
Better understand audience interests and behaviours
Measure and report on campaigns and ‘always on’ activities
Develop insight-led strategies to optimise performance
This is great starting point for those looking to improve social media measurement within their organisation.
Rise consumer rise - Understanding Omni-Channel Marketing And The Six Critica...Sean Nicholson
This presentation was given at the 2016 Business Communicators Summit (BCS) hosted by the Kansas City chapter of the International Association of Business Communicators (IABC). The summit took place on February 9, 2016.
5 Steps to Creating a Simple Social Media PlanLaura Click
Creating a social media plan doesn’t have to be a herculean effort. Asking some simple questions can help you build a basic social media plan that will set you up for success.
Can it really be that simple?
Yes, I believe it can. And, I’ll show you how it works.
All it takes is five simple steps to get your social media efforts started off on the right foot.
Social Media for Solopreneurs and Small BusinessesJaclyn Mullen
In this presentation, Jaclyn Mullen Media walks you through the very basics you need to regain control of your social networking so that your efforts can be managed in the proper amount of time while also being measurable and successful.
DreamBank Final Slide Deck for AttendeesDon Stanley
Are you confused about how to use & choose the best social network/s for your business? This is the slide deck from my presentation at American Family Insurance's DreamBank on February 23, 2016.
Slides from the Social Media Workshop delivered on behalf of Thornbury Volunteer Centre for community groups in South Gloucestershire on 12th September 2013.
Marketing your Business Online- Social Media is a maze.Andrea Hamilton
How do you promote and market your business online? From Facebook, Twitter, LinkedIn, YouTube, Instagram there are lots of ways! I help people navigate the maze.
Digital Marketing Masterclass - Alastair BanksHanna Mepstead
Using digital tools to help you source experts, promote and market yourself and your products
The whole ‘business to business’ social media space is in a huge state of flux with new means of getting information on markets and industries and targeting and reaching customers. In this masterclass, we review the latest tools, techniques and platforms, and give you the chance to practice them.
Ten Marketing Communications Activities You Must Do4Good.org
The question in tough economic times...market more, or market less? Regardless of the answer your organization has chosen, now more than ever nonprofit organizations must choose their tactics wisely. This webinar discusses 10 cost-effective marketing communications activities your organization should be maintaining, regardless of budget.
Arts Reach presentation part A_30May23.pdfJulie Fossitt
Figuring out your research problem is the first -- and most important -- step before you dive into asking your customers for their insights. This hands-on workshop will show you a quick and easy way to define your research problem. Interactive handouts will be available before the session and your takeaway will be a research plan you can execute!
The costs of admission: consumer behaviour and your post-pandemic audienceJulie Fossitt
As part of the Americans for the Arts training for Pennsylvania.
As your organization has changed, pivoted and adapted, how has your audience done the same? As they engage in programming and possibly return to your spaces, what will they need? How can you utilize and maximize trends and consumer data to help you better understand and grow your audience? In this session, we will explore some recent research around consumer behavior throughout the pandemic and discuss what arts marketers can do right now to leverage this moment of change.
Using Environics data for the Grand Theatre, KingstonJulie Fossitt
Shared at the Ontario Presents Spring Retreat on June 22, 2016, this presentation shares a case study of the City of Kingston's Grand Theatre's use of Environics Analytics data.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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.
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.
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?)
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?
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!
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.
-
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.
37.
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.
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!
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?
Today’s format is quite informal and I would be pleased if you want to ask questions throughout. This workshop is a session to help you know what questions to ask and hopefully give you some focus after you leave here with what your next steps should be. Also, I am a resource for you so you can contact anytime and I will be happy to offer you advice and feedback, or connect you with a professional if you need help with marketing.
Music degree and pursued arts administration right after graduation and have worked as an arts marketer ever since. I also teach market research and digital campaign evaluation at a local college in Kingston, so if you have questions about how to write a survey, let me know!
Artists already know that there are many paths and many solutions to one problem. You should try doing this exercise with a group of public servants! This exercise if to show you that, like any creative work, there is no one solution to arts marketing. There is not one thing that you MUST be doing to reach your goals. Your goals are unique and your approach to marketing and communications should be as well. I hope by the end of today you will have some resources to figure out what your next steps are.
How do people purchase tickets to your show? How to please hire you to do a commission? Etc.
If you are a professional artist, you have expenses. How will you pay for food, housing and life in general? You need to generate enough revenue to make a living.
This is my favourite part of marketing. Who comes to your shows? Who buys your paintings? Why?
Valuing your work at the right price is not easy. What is your time and expertise worth as a teacher, facilitator or performer? Researching best practice and not overpricing - or underpricing - your work is really important.
Are you responding to your community - however you define that - and presenting work that has an audience?
How do people know about the work that you are doing? You need to promote that product or service so they know you exist and want to buy from you over and over.
Now you must sell! The right product at the right price at the right time.
This wheel is a diagram of what Integrated Marketing and Communications is. In some bigger arts organizations these two functions are split up, but I like to see them work together. They are all about setting you up so you can sell your product or service to the right person, at the right price for the right time.
This is your top selling tool- the mobile phone. It doesn’t matter who your market is because almost every demographic and psychographic will be interacting with your product or service through an online search, opening an email newsletter, reading an online review, seeing your content on Instagram, watching a video on You Tube, buying a ticket on your website, etc.
Every day there are 3.5 billion Google searches worldwide. These searches are looking for answers.
Dr. Julian Norris - a wonderful teacher from Calgary - shared this concept with me and it really resonated with me. This chart was created by a military commander in the late 1800s and is regarded as the creator of a new, more modern method of directing armies in the field. In essence, he broke down four types of officers into this chart.
Another military officer, Von Hammerstein-Equord who supposedly adapted this classification system. Lazy but brilliant is an excellent way to approach marketing.
Challenge ways of working - do I really need to be on insert latest social media channel here?
Simplify - communicate with the right people in the right way and forget the rest.
Delegate - having trouble? Ask an arts marketer for help!
Work smart not hard.
Only do what counts. Choose the best bets.
Bigger picture -that’s you! Document your work and get people excited about the work you do every day to build anticipation for the final product.
Number one priority is owned media. That means having a great website and using the other tools here to drive people to that website!
Can you think of any example of what earned media might be?
Google insists on mobile-friendly websites. Take out your phone right now and look up your website on your phone. Does it work well? Do you have to pinch and zoom?
Let’s talk a bit about each channel of social media.
Going back to question number 2, choose the channels that are right for your audience.
Don’t swipe or scroll - share!