advertising on facebook · marketing & publicity templates and guide information prepared by r....

Marketing&PublicityTemplatesandGuideInformation

PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.

[email protected].

AdvertisingOnFacebook

ThemainadvantageofFacebookadvertisingistheabilitytodirectlytargetademographicbasedon

interests,likes,genderandlocationatacomparativelyreasonableprice.

However,itdoesmeanyouneedtodomoreworktomakeitmoreeffectiveandrememberyouare

onlyreachingpeoplewhoengagewithFBandwhileFBusagefiguresarehigh,ifyoudon’tthinkyour

demographicengageswithitandwilltakenoteofadvertising,thenitmaynotbethateffective.

FacebookAdtemplate:

Or

Web link to subject/sales page avoid a generic homepage

Ac#onBu)ons&CalltoAc#on

Web link to subject/sales page avoid a generic homepage

Ac#onBu)ons&CalltoAc#on

Headline:Attentiongetting;Thisshouldidentifywhoyouwanttoattract.

Weblinktosubject/salespagenothomepage.Conversationalyet

salesorientatedtext

anddetailstelling

customersWIIFM

Attentiongettingimage.

60%ofthereasonwhyapersonwill

clickthroughisbecauseofthis

image.

Headline:Attentiongetting;Thisshouldidentifywhoyouwanttoattract.

attachtalkingto

Conversational,salesorientatedtext&detailstellingcustomersWIIFM

Attentiongettingimage.

60%ofthereasonwhyapersonwillclickthroughisbecauseofthisimage.



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Threepositiveexamples…

andthenthere’ssomethatcouldhavedonebetter…

Tips

• Use‘EthicalBribe’togetpeopletoyour‘salesfunnel’(sellingenvironment)Thiscouldmean

yousimplywantcontactdetailssoyou‘bribe’withacompetitionorgiveawayinexchange

foremailaddress.ThataddressgoestodatabaseforadirectsalespitchviaeDM.(database

andeDM’sbeingelementsinthesalesfunnel)

• Trackyourad’sprogressthroughFBAdsManager.Thisisanuptodatesnapshotonhow

youradistracking.Ifresultsaredisappointingyoumayneedtochangetheadorincrease

thereach.Ifit’ssuccessfulthattoocouldbeasigntoincreasethespendasitisworkingsoa

greaterreachcouldincreasethatsuccess.

• Spend‘smallish’todoresearch.Youcansetaside$5to$10perdayandafter3or5days

assesshowthecampaignisgoing.Ifyourclicksaren’thappening,oroncepeoplereachthe

pageyouwantthemtogotoandaround10%ofthemaren’tdoingwhatyouwant,youare

probablynotgettingvalueformoney.

Remember,asameasureofsuccess,inrealtermsthemoreclicksthelessthepriceisforthe

nextclickandsoon.Inotherwords,itwillcostyoulessperpersontoreachmorepeople.

• Insmallermarketsrefreshyouradaroundeverytwotothreeweeks.Demographically,be

broadinyourapproachandchooseanareathat’satleasta20-30kmradiusfromyour

venue.

ThereismoredetailonFacebookAdvertisingcourtesyoftheFBsite.



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FacebookPage

Tips

Logo(Profileimage) CoverPhoto

180x180pixels851x315pixels-Thisimagecan’tcontaincontactdetails,

prices,arecommercial‘callstoaction’.

What’sthedifferencebetweenaFBPageand

Website?

Themaindifferenceishowyouusethem.AFB

Pageisyourimmediate‘dialogue’withyour

audience.On-goingengagement,quick

communication,basicallybeingahelpful

friendwithsuggestionsonbeingentertained

andinformed.Whileitisimportanttoput

somebasicdetailsaboutthePAConthepage,

evenacalendarcanbehandy,itisimportant

toputalinkbacktothePACwebsitewhich

shouldhaveanyaddeddetailaperson

requiresandtheabilitytosellaticket.

BothaFBpageandWebsiteshouldbepromotingtheuseofeachother.

Themainwebsiteisyourdigital‘shopfront’–showcasingwhat’sonoffer,beingthegatewaytosales,

encouragingpeopletobuytickets,givingvaluableinforetimes,parkingetc.andencouragingfurther

engagementbybecomingsocialmediafriends.

Remembertoreadthebusinessguidelineswhensettingupthepageasthereareseveralrulestofollow.

Ifyouhaveeverythingelseworkingwell,youcouldlookatpromotingexclusivecontentjusttoFacebook.

ThiscanactasadrivertokeeppeoplecomingbackandorlikingsomethingtheycanonlyseeonyourFacebook

page.

Forexample,ifyouhaveacomediancomingtothevenueyoucouldaskherorhimtorecordthreeseparate

jokesonvideo.Thenintheleaduptothatshowovertwoweeks,posttheFacebookexclusivejoke.

Don’ttaketoolongtorespondtorespondtoacomment.Youaretryingtopromotewithinasocialtoolthatisa

digitalconversation-sowewantpeoplewhobothertoengagetofeelimportantandlistenedto.Thisachievedby

respondingasquicklyaspossible.Respondinhoursnotdays!

Ifpossibleminutesisabetterresponsetimethathours.Thisbecomesveryimportantifyouaredealingwith

negativecommentwhichleftuncheckedwillcausenegativeimpacts,whichareveryhardtoreverse,dayslater.

So,recapping,FBandothersocialmediatoolsaretypicallylessexpensiveandmoretargetedthanmost

‘traditionalmedia’butwhiletherearecashsavingsononehanditdoesrequiremoretimeexpenditureand

moreconstant‘handson’worktomakethemostofit.



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TipsforBetterResultsIncludeacalltoaction.–Thesethingsarelikingorsharingapost.Likingapictureorvideoand

sharingit.Commentingonwhatyou’veposted.Enteracompetition.

Ifyouclearlyaskforactiontobetakenyouincreaseyourchancesbyafactorof5thatapersonwill

takeaction.Don’tleaveittochance!

Beapersonnotaplace!ThelanguageandapproachwhencommunicatingonFB.Itisasocial

platformwherepeoplearechatting,sharingpicsetc.soweneedtofittheprofile,otherwisewe

won’t‘fitin’!Writeinthefirstperson…youcansay“we”

LookatFacebookEvents.ThesecouldbespecialoffersorVIPopeningnighteventsorMeetand

Greetsetc.Ifyouissuetheinviteandapersonaccepts,thenthatacceptancetoaneventthenturns

uponthatperson’sfriendsfeedsaswell…encouragingtheirinterestintheeventetc.

Postregularly…butnottoooften!There’sabitofdebatearoundthisaspectbutcurrentthinkingis

around5postsaweekiscomfortablebutupto10isacceptableifyouarerunningacompetition

withacountdownofyouhaveseveraleventsplayingthatweek.

Beguidedbyhavingsomethingtosay,thatwillbeofinteresttoyourfansandnaturallyhelps

achievesalesorinterestinashowetc.

FreeStuff.Agreatwaytoengageisofferyourfansareasontolookatyourpostsandengage.So

that’swherecompetitions,offers,etc.comeintoplay.Freestuffcanalsobecontent(video,pics,

audio)quickquiz,(especiallyifyouhaveabignameperformingcomingtotown-runsacompon

nametheirhitsongsetc.)

LengthDoesCount.Whileit’sgoodtomixupthesizeofyourposts,tokeepthingsinterestingFB

pageisnotthebestspotfortoomanydetails(websiteisbetter)–agood,punchypostshouldbe

around80-100characters(2/3lines)Thisallowsforaneasyreadonasmartphone.

SeekFanFeedback.Thiscanbeinexpensiveresearchintowhatyourfansthinkandwanttoseeas

wellasawaytoengage…encouragingthemtohaveasay.Iftheysaysomethingnegative,bequick

torespondtoplacateandshowothersyoucare.Iftheywritesomethingobsceneorlibellous

removeitquicklyandiftheywritesomethingpositive,bequicktosaythanksoracknowledgethe

suggestionassomethingyouwilldosomethingabout.

Pickyourtime.WhenisyoutargetaudiencelikelytobeengagingwithFB.Ifyoucanpickthebest

timethenyourpostwillbehigherontheirfeed,whentheyarecheckingit.Typically,weekendsare

goodandthere’susuallyaspikeatnight.YourFBtoolsshouldbeabletohelpyougetsomeinsight

intowhenyourFansarelooking.Therearesoftwarepackagesyoucangetthathelpyouschedule

yoursocialmediaposttimessoyoucanschedulethemduringbusinesshoursandthepoststhengo

liveatnight.

Useemoticonswhenappropriate.Don’toverusethemasthatlookssillybuttheyareanaccepted

partofthelanguageandcanquicklyconveyamessageorsentimentandaddahumantouch.



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ExecutionSteps.

1. Think.Takeamomenttodefinethecleargoalyouwanttoachieve.Withgoalsidentified

thenstructureeveryaspectinyouradtodeliverthatgoal.

2. Decide.Consideringbudget,expertise&timeconstraints,pickwhichstyleofInstagramad

suits.Photo,VideoorCarouselAdsarethemaintypes.Instagramofferstoolstohelpcreate

andtargetyourads(EG:boomerangapporAdvertinStories).

a. Photoisthequickesttoproduce,onceyouhaveagreatpicturetouse;

b. Carouselisaseriesofshots,thatruninsuccession,soit’salittlestory,like3or4

Photoaddsintheonespace.Canbemoreengagingthanaphoto.

c. VideoisshortA/Vproduction,thatmightrequireeditingetc.

3. Include.#hashtagsinyourpitchtextorinyourphoto.Probablynomorethan3peradis

good.Theyhelptodirect,collectandcanseeyouradinsertedinpopular(relevant)feeds.

Avoidpolitical#asyouwillalienatesomepeopleyouaretryingtoreach.

4. Monitor.UsingtheInstagramtoolsavailableandthelevelofactualactionbeingtakenby

thepeopleyouareappealingto,keepaneyeonyourresults,ifengagementisweak,then

youneedtoadjustthead.

Tips:

• Becomefamiliarwiththetoolsandsupportofferedbyplatforms.Theyarethegatewayto

inexpensive‘doityourself’advertising.

• Checkoutadsthatworkforothersimilarbusiness,dissecttheelementsandthenusethe

knowledgetoimproveyourtakeonyourads.

• Consideremployingaprofessionaldigitalmarketerordesignertocreatesomedesignsthat

canbeusedrepeatedlywithjustaphotoandthepitchtextbeingupdated.EG:Youcould

produceagraphicthatincludesyourlogoatthetopandtextslashsaying‘Thismonthat(the

venue)Laugh!’–thenyouinsertpicofcomedyshows.Youcouldpreparethesamestylefor

‘Dance’,‘Sing’,‘Gasp’,‘BeMoved’,‘BeInspired’-mostoftheshowsyoupresentwillfitinto

oneofthesecategoriesandyoucouldusetheseformanyshowsthroughouttheyear.

Who ?Onlyminsfromhome.

LEARN MORESee who’s ‘stepping up to the mic’ @ #TheAlex in 2018. Get first dibs on best seats and ticket deals. Get in early on great times with friends or a special someone.

Instagram.

Attentiongettingpicturethat

• drawstheeye

• createspositiveemotionalreaction

• sayssomethingaboutwhat’sbeingsold.

Calltoaction.Thisfacilitateswhatwewantthepersontodo.‘LearnMore’will

gotoalandingpagewherethepersoncandownloadaseasonbrochure,entera

completion,jointhedatabaseetc.Youcanofferadirectdownloadofthe

brochureetc.

Thepitch.Thisneedstobeconversationalandreallyhit‘WIIFM’fortheperson

lookingatit.Inthiscasethetextisoffering-

• knowledgeofwhat’scoming,

• bestseats,

• savingmoney.

• funtimeswithpeoplewecareabout.

ActionButtons-Wewantpeopletolike,commentorforwardthisitem.Ithelpsifthepitch‘suggests’pressing

anActionButton.(EGinthisexamplethesuggestionaboutgreattimeswithfriends,hopefullypromptsthe

persontoshareitwithsomeoneelsetheygooutwith.)



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Tips:

• BecomefamiliarwiththetoolsandsupportofferedbyTwitter.Theyarethegatewayto

inexpensive‘doityourself’advertisingbutdorequireongoingtimecommitment.

• Checkoutadsthatworkforothersimilarbusiness,dissecttheelementsandthenusethe

knowledgetoimproveyourtakeonyourads.

• Supporttheadwithregularconversationaltweetsaboutashowbumpinginorre-tweeta

commentfromanartistetc.andincludea#totheshowthat’srelevantand/orthe2018

brochureetc.

Alex Theatre StK @alextheatre- 12 Nov 2017See who’s ‘at the mic’ in 2018. Get first dibs on best seats, ticket deals. Get in early on great times with friends or a special someone.

Who? and only mins from home…

Free 2018 Season Brochurealextheatrestk.com

Effective Tweets ElementsThree important points about tweets

X

Engaging/Informs

Directs to more

Tone/Timely

Tweets need to spark people’s interest or tell them something. They make sense or tease to want to know more.

Due to the limitations of a Tweet use a # hashtag or a url to point to more information.

Make sure the tone suits the topic and is posted at the best time for your audience to read it and take action.

Twitter

ThePitch.Conversationalandhit‘WIIFM’forthe

personlookingatit.Inthiscasethetextisoffering-

• knowledgeofwhat’scoming,

• bestseats,

• savingmoney.

• funtimeswithpeoplewecareabout.

AttentionGettingPicturethatdrawstheeyecreates

positiveemotionalreaction

sayssomethingaboutwhat’sbeingsold.

CalltoAction.Thisfacilitateswhatwewantthe

persontodo.‘LearnMore’willgotoalandingpage

wherethepersoncandownloadaseasonbrochure,

enteracompletion,jointhedatabaseetc.Youcan

offeradirectdownloadofthebrochureetc.

ActionButtons-Wewantpeopletolike,

commentorforwardthistweet.Ithelps

ifthepitch‘suggests’pressinganAction

Button.(EGthesuggestionaboutgreat

timeswithfriends,hopefullyprompts

thepersontoshareitwithothers).



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Butwait,there’smore…

Top Three Social Media Outlets

X

Twitter Instagram Facebook

Younger demographic. Short messages & vision. Tone: ‘Cut to the chase’

140 characters only.

Younger-mid demo. Visual still/GIFF + caption Tone: Fun almost jokey.

Caption 2200 characters

Broad demo esp 35+ Text, stills and video links Tone: Conversational Family/friends

Therearemoresocialmediaoptionsavailable,especiallyviaGoogleAd

Words,PinterestandYouTube.Allfollowthesamebasicrulesofmarketing

asoutlinedaboveandarehelpfulinsettingupandmonitoringacampaign,

buteachhaveslightlydifferentprocessesattached.Ifpossibleitisofvalue

todosomeresearchtoseewhichchannelworksbestforyou.

Thisresearchisaprocessyoushouldrevisit,atleastannually,associal

mediaplatformsareimprovingtheirofferingsallthetimeandsomegrowin

numberincertaindemographicswhileothersfall.Itishelpfultokeep

abreastofthesetrendsandusethemtoyouradvantage.

UseofColour.

Inusingsocialmedia,theuseofcolourin

images,backgroundandtextcanbevery

importantwhentryingtoconveya‘feeling’in

thereader.Here’sachartthatgivesaguide

intowhatkindoffeelingacolourcancreate.



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RadioAd

V/O

________________________________________________________________________________

Tips.

• Workwithradiostationteamstocreateads.Sometimestheyjustwanttochurnoutascript

buttrytopushforsomethingbetterifyouthinkwhattheygiveis‘bogstandard’.

• Typically,adsare30seclong.Wespeakatthreewordspersecond,sothatmeansatypical

adis90wordsMAX.Lesswordsallowformoremusic/sfx.

• Use15secads.Usuallytheyarecheaperandcangiveyoumorecoverage.Amixof30secand

15seccanbeeffective.

• Dodealswithradiostations.Seekbonusspotsandenhancecoveragewithcompetitions.

SoundFX/musicstingthatgrabs

attentionandmakestheadsound

differenttoalltheotherintheradio

break.

Ifthere’safamouspersoninvolved

havethenintrothemselves,saying

theirnameshouldbeanattention

gettingelement.

Attentiongettingfirstsentencethat

targetstheaudiencethatwewant.

Thiscanbeaquestion.Aclear

statementofthemotivatingfactors

wethinkwillmaketheaudience

respond.

Detailabouttheevent/productwe

arepromoting.Localiseifpossible.

Calltoactionandquickdescriptionof

howtoexecutethecalltoaction.

(SFX2sec)Creepy/Horrormusic/coffincreakingopen

sound.

V/O

(MaleVoice)

He’soutandontheloose.DraculaisheadingtoSt

Kilda.

ExperiencethisnewandchillingretellingofBram

Stokersclassictaleoflove,lustandblood.

Thecriticsareraving-

(Voice2Female)

FiveStarssaidArtsHub

Thehotteststageticketsof2017

TheSydneyMorningHerald

Yousimplymustseeit-TheCourierMail

(MaleVoice)

DraculaatTheAlexTheatreNovember21-25

BooknowthroughTicketek



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PrintAd

Keyelements

• Attentiongettingimageand/ordesignlayout.

• Nameoftheshow.

• Why‘you’shouldseeit.

• Whenisiton.

• Whereisiton.

• HowdoIgettickets/moreinfo?

Tips;

Combineadvertisingspendwitheditorialcontent.(Advertorial).Don’truntheadandthearticle

together,spacethemoutovertwoofthreeweeks.Thiswillrequirenegotiationwithlocalmedia.

Printadscansometimesreplicatesocialmediamaterial-providingaconsistencyinmessaging.

Seektodealswithlocalmedia,theyshouldbewillingtodiscusseitherupgradesinsizeetc.

“Yousimplymustseeit”TheCourierMail

“Theho1eststage4cketsof2017”TheSydneyMorningHerald

Arts Hub

Nov21-25

Attentiongettingimage

and/ordesignlayout

Nameoftheshow.

Whenisiton

Why‘you’shouldseeit.

Whereisiton.

HowdoIgettickets/moreinfo?

Domorethanjustsaytheshowisonandrelyontheimagealonetoall

the‘heavylifting’.(nosellingtextinversiononleft)

Useemotiontriggers(e.g.;confidencethroughreviews)togetpeople

interestedintheshowandthenrespondingtoyour‘calltoaction’.



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eDM

HighlightSpecificElements-

Tips

THE ALEX THEATRE

ST KILDA

VISA ENTERTAINMENT � Option for inclusion in aggregate eDMs such as Visa Entertainment monthly E-News (pending

special offer). The Visa Entertainment email database has over 1.4 million active members nationally, whereby eDMs are targeted to members within this database.

Domorethanjustsaytheshowisonandrelyontheimagealonetoallthe‘heavylifting’.

Useemotiontriggers(e.g.;confidencethroughreviews)togetpeopleinterestedintheshowandthen

respondingtoyour‘calltoaction’.

Makethisfunandengaging.

Marke&ng & Publicity Templates and Guide Informa&on

VenueBrochuresDon’t just tell...SELL.

If possible use show reviews, artist reviews or some exciting element to inspire interest to sell a ticket and make that a major graphic element on a page.

Keep the information/detail brief and to the point.

�

� � Tips

• A>en&on ge?ng pictures are crucial.

• Use selling lines (like 3rd

party quotes) to excite. Reviews from local media can be helpful if the act has been in town before.

• Don’t rely on the text supplied by the producer. Some&mes it’s too general.

• Localise your text, men&on previous visits to the venue. Perhaps get quotes from the ar&st involved.

PreparedbyR.FitzgeraldforuseintheVAPACMarke=ng/PublicityProject2017.

[email protected].

Media Release Place logo here

(insert date) Write headline here - Short, attention getting sentence drawing attention to the story. Font size is larger than the rest of the document Write two or three short sentences setting up the story. Use conversational style language similar to mediaspeak, highlighting why this story is of interest to the audience. Write one or two attention getting quotes from a person of interest re the story and audience. The quotes should be no longer than 25-30 words in length. They should be entertaining and serve the purpose of the media release. Write two or three short sentences further developing the story. Use conversational style (mediaspeak), highlighting why this story is of interest to the audience. You can introduce another person's quotes or set up more quotes from same person. Write one or two additional, attention getting quotes from a person of interest re the story and audience. The quotes should be no longer than 25-30 words in length. They should be entertaining and serve the purpose of the media release. Write two or three short sentences rounding off the story. Typically the audience should be now very intereested in seeing the show, attendng, joining (desired outcome). Information List- In dot-point form list important details EG date/time of show; contact details; address; relevent facts not canvassed in the document. Media Contact details; Invitation for further interviews with person of interest in story; List and acknowledgement of pictures supplied.

advertising on facebook · marketing & publicity templates and guide information prepared by r....

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