module 4 your marketing strategy
TRANSCRIPT
MODULE 4:
Marketing for Creative Entrepreneurs
Module 2
Learning Focus
This module combines text book marketing content
with real life experience in the creative enterprise
sector
• So what is marketing all about?• Invest in mattering • How to build a brand with very
little funding• Low cost marketing tactics that
will make a strong impact
So what is marketing all about? Marketing is any contact between you and someone who may buy from you. It is everything you do to place your product or service in the hands of potential customers
It is important to view marketing as a process, not an event. It is not a function; it is a way of doing business. It’s a mindset.
Marketing never stops. Like the laundry, it is never done!
It is about standing out and trying harder, every day (not just when you feel you should or you need to).
Marketing is about relationships. You are your most important marketing tool (how many times can we mention people buy people in one course?!)
Marketing is a 2 way conversationTraditional marketing method of push or “shouting” at your target audience is just not as effective anymore!Make it interactive. People spend time on social media communicating and sharing with others, so always engage in two-way conversations.
THE WHY OF MARKETING?• Great marketing must start with content that is
real and that has value to your prospect.• You have limited time and money to connect
with your prospect and explain why your offering is better.
• Needs to target your ideal prospect. Why waste your time talking to 20 people who aren't going to purchase from you when you could spend your time developing relationship with those who are?
What can marketing do?
Going beyond just increasing income, getting new users or audiences (and this is vital), it can also
•Build public awareness, confidence or support: As marketing gets you into the spotlight and your profile increases, public confidence in your offering grows as a consequence.
•Reach new contacts: Marketing can help you get in touch with people who might buy from you, listen to you, recommend you, or support you in some way.
•Reach new audiences: A good marketing campaign can reach new audiences - for example, different age groups, groups in certain geographic areas or areas of interest.
What can marketing do?•Stay in touch with former/existing contacts: Marketing can help you stay in contact with current, lapsed or former contacts, whose interest in you may be rekindled with good marketing and the power of connections.•Credibility: A heightened public profile also increases the legitimacy of your creative business in your community’s eyes and that can increase the support you get from the them and your influence with decision-makers.•Differentiation: Marketing can enhance the perception of your organisation and set it apart from others. •Spreading knowledge: If you see part of your role as educating the community about a cause, issue or problem, marketing also means your message is getting out there
Revolve around your target customer
Today’s consumer wants and needs more information than ever before.•They want to know what your product or service does and most importantly what’s in it for them – how they will benefit.•They want reviews.•They want to ask questions.•They want testimonials.•They want to be reassured.
Copernicus was right!
**EXERCISE** CLICK TO WATCH – This Seth Godin video may be 15 years old and the examples are US focused, but it is so full of relevance today
‘as a matter of fact the world revolves around me’
Decide to matter in what you make and to matter in the way you talk about it.Seth Godin.
What does great marketing look like? Slevin Aaron Photography Szczecin, Poland
Wonderful profile that tells a compelling story, full of emotion and connection
Selected as one of 10 most representative Fine-Art photographers at PhotoVoguehttp://www.vogue.it/en/people-are-talking-about/vogue-arts/2014/10/slevin-aaron
What does great marketing look like? My name is Slevin Aaron and I'm an emotion photographer.I'm dealing with photography for 7 years and this is my biggest passion in life! It is what I love, the way in which I can show human emotions frozen in the one frame, and this is for me photography, feelings, emotions, nostalgia, happiness and sadness, love and betrayal, life! So I started to create my own world which is not only a reflection of the ideas in my head but also my feelings.
While working with people I'm always trying to give them as much as possible. I strive to create the most welcoming atmosphere that gave the comfort to photos making them natural! I always want to show the pictures with my approach, my artistry, but also the character and personality of the people I work with, so for everyone photos will be personal!
What does great marketing look like? At the moment, I can not imagine my life without camera in hand, and without an eye sticked to the viewfinder applied in which I see the magic!
I create photos for magazines, as books covers, for model agencies, test shots and many others, both outdoor and in the studio. I'm making portraits, beauty, glamour, fashion, street art, macro and much more but always with some story to it! Connect
www.slevinaaron.weebly.com www.facebook.com/slevinaaron www.instagram.com/slevinaaron
Like many creative entrepreneurs, Slevin turned a hobby into a creative business which oozes passion and creativity. Working from home, he has succeeded to overcome Financial challenges by ‘implementation of passion, perseverance and step by step to initially set goals’.
Slevin’s sales strategy focuses on building awareness and standing out. ‘We reach our potential customers via internet websites for artists. We are being contacted by Art galleries in Milan, fashion magazines, the world's biggest publishing houses like Macmillan Publishers, Harper Collins, Random House connect with us through social media.’
His photos appear on the covers of books , among others in the two largest publisher houses in the world, in theatres as posters, on album covers and also participate in various social campaigns in the world.
He also has to his credit several photographic exhibitions organized in Poland and Italy.
Slevin shares 3 pieces of advise for creative entrepreneurs1 Passion2 Perseverance3 Setting and reaching goals
How to build a brand with very
little funding
Brand loyal customers
•Are less price sensitive •Have more of an emotional connection with your business – people buy people!•Increase sales revenue overtime – maximise the life value of a customer•Become Brand advocates – Get your customers talking about you!•Are less costly to service – leverage familiarisation
How To Build A Great Brand With Very Little ? Throughout this course, we have explored what makes your work distinctive.
Who is the authentic you? Your ethos & beliefs.
Your brand is how you need to express this to the world?
It is about identifying the personality of your organisation and those traits that make it stand out from the crowd. The Challenge - The creation of YOUR distinctive brand Seth Godin wrote a book about being remarkable in your field. The Purple Cow effect http://www.sethgodin.com/sg/
Exercise – what is your purple cow ?
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When developing a brand, think of PERSONALITYGreat brands communicate a compelling personality.
It’s more than a logo – successful brands tap into emotion as a foundation for meaningful differentiation and authentic storytelling.
Branding is the art of differentiating your business to its intended target and connecting it emotionally.
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MOMENTUM- JUST ‘ANOTHER’ CONSULTANT, HOW COULD THEY STAND OUT ? EMPATHY & IMAGERY
Momentum adopted sheep as its brand !
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It’s a blend how you came to be, what you’re passionate about, your business culture, how you make people’s lives better and why you are worth noticing.
What’s your personal story? Good brands often have human traits that your targets might identify with?
They have emotional context. You want your customer targets to think, ‘they are for me’, ‘he/she is like me’ or ‘that’s how I think’.
What story do you want to put to your potential customers ?
Your story is the foundation for your brand
You need to communicate the personality, identity, voice and tone, and create brand identity guidelines and then stick to them. Talk directly to your target market. Consumers are cautious and want to learn about the products they are buying – educate them
Need to sell YOUR personality – some tips:-
• Write in language real people understand. Sometimes we can over-elaborate.
• Get rid of the jargon.
• Make your sentences shorter.
• Add a touch of humour.
• Sound like you’re a human!
Your Story & Vision – basis for your brand
Image – the creator and the creation
Use of pictures
Colours and typeface
Culture e.g. values
Think of your brand as your DNA A Remarkable Brand
Telling your brand story
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Some ideas to develop your story
• Your Origin Story: Your history, how you got started, the choices you made?
• The Passion Story: What you love and why you love what you do.
• The Personality Story: How people might experience your brand, the customer experience or your approach to your business
• The Customer Story: What do your customers say about you?
EXERCISE:
Write a one pager ‘story’ about you and your business.
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Coming up with your brand name
Naming your business is a three-pronged approach. You have to come up with a good name, a creative tagline, and a corresponding website domain name.
Shopify have an automatic Business Name Generator!
https://www.shopify.ca/tools/business-name-generator
Lots of others who sell names and domains – at a cost!
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Ways of coming up with your brand name
Founders' names: Using the names or nick names of real people. Cait & I http://www.caitandi.com/
Martina Hamilton, jeweller https://www.martinahamilton.ie/
Ruth Duignan Design , fashion design https://www.facebook.com/RuthDuignanDesign/
Pros Cons Your stamp of
ownership May take longer to become established
A legacy for your family May need a further signal description
Signal Nationality or not
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Coming up with your brand name
Personification: Brands that take their names from myth e.g. The Cat and the Moon, https://www.thecatandthemoon.ie/
(named after an evocative 1924 play and poem by W. B. Yeats whose works are synonymous with the area).
Other examples
Theatre company Greeting card business named after a 1946 The Blue Raincoat Company poem..
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Coming up with your brand name
Geography: Brands named after place of origin
http://leitrimdesignhouse.ie/ MADE – Manufacturing Academy of Denmark http://en.made.dk/
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Coming up with your brand name
Humour: Use the product to inspire:
Embracing your eccentric side!
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Values based – e.g. ethical credentials as a key selling message
READ: https://www.virgin.com/entrepreneur/branding-success-ethical-entrepreneurs
Acronym: A name made of initials such as UPS or IBM – not recommended for creative businesses
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Importance of a great tagline
A good tagline can elicit emotion and paint a picture of brand personality. Nike says, “Just do it.” while L’Oreal Paris says, “Because you’re worth it.”
Shout Out Studio tagline “Get more from online”. They share their tips on how to build a great tagline (and have started an online conversation about it)
• Start with your brand promise. Why did you create this business? How are you different? Why should anyone care?
• Show personality. If you’re brand is a bit more upscale and dramatic make sure you’re speaking in that voice.
• Draw on emotion or action. Sony does both with, “Make Believe.”
@Shoutoutstudio with the hashtag #TaglineShoutOut http://shoutoutstudio.com/
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Colour Psychology An amazing amount of research has been done to determine what effect colours can have on consumers. Colours have the ability to evoke emotion.A very brief introduction into the psychology of colour:-
Red is an energetic colour that increases the heart rate and catches peoples attention. It projects a sense of urgency and excitement, but also comes off as youthful. Brands such as Netflix, Pinterest, YouTube, and Coca-Cola all use red.Orange can be seen as aggressive, but it is mostly considered a friendly and cheerful colour e.g. Amazon, Crunchie chocolate !Yellow is another attention grabbing colour that brands love to use to give off a sense of warmth and optimism e.g. Ikea
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Colour PsychologyGreen promotes health and growth and is associated with the environment .Blue is a trustworthy colour that has caught the attention of a lot of social media brands including Twitter and Facebook. It is also seen as a strong, dependable colour.Purple is seen as a creative colour that is both imaginative and wise. It is also regarded as a calm colour.Multiple Colours can be used to express diversity. Companies including Google, NBC, eBay, and Microsoft all use at least four colours in their logo designs.Some companies chose not to use any colour in their iconography. This can give a sense of balance and neutrality. The best example is Apple.
Brands are consistent
Brands are consistent
Anke of Bear Essentials wears a bear necklace and is always photographed with her ‘friend’ who she introduces by name
when we meet her. www.bearessentials.ie
Exercise: Develop a Branding Brief/Conduct a Brand Audit
Have a brand already ?
What are your competition called and what is their brand? How does it look beside yours?Always, always be design consistent
You need to create a brand?
Put your brand story in writing ( this is part of a branding brief where you share with a designer what you want your brand to represent)What are your competition called and what is their brand? How will yours stand out?Adopt a great taglineWhat do the colours say about your business? Make a list of all the items you need; website, business cards, flyers, ads, van lettering, letterheads, signs, packaging
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HEADINGBringing the brand to life – importance of packaging
Source: www.innocentdrinks.ie
Packaging Inspiration
Packaging InspirationLet the product inspire you - one trick that is almost always a good idea is to draw design inspiration from the product itself. This can take the form of colour, shape, size, materials, photography, etc.. Look at ways to make the packaging consistent in some way with what’s inside.
Stalk craft and lifestyle stores and websites to see what's out there.
Spend time in nature to gather ideas.
Spend the time to find the right graphic and packaging designer and be willing to pay for services. It will be worth it in the end.
Packaging InspirationEXERCISE Check out http://www.thedieline.com/ a brilliant packaging resource
Spode Kitchen Textiles
Packaging InspirationCheck out http://www.thedieline.com/
Discipline is an Italian design brand. The name Discipline, which means order and competence, combines the method and the message at the origin: creating a new generation of furniture and accessories to lend emotion to the real life.
In order to give new life to any product and any emotion to the final users, Discipline has involved an international team, now including 14 designers from 10 different countries.
http://www.thedieline.com/blog/2012/12/4/discipline.html?rq=textiles
Packaging Inspiration
https://www.pennylindop.com/
Packaging does not need to be expensive – thoughtful is even better.Penny Lindop tag has a sheep icon in woll and a personal message
EXERCISE: Watch – branding your Creative Business
https://www.youtube.com/watch?v=0YmIQKgry_E
Exercise– develop a design brief for your creative brandDownload this template and create your own (much of the information you are asked for has been developed as part of your business planning process http://limeshot.com/documents/Branding-Creative-Brief-Reader.pdf
Low cost marketing tactics that will make a
strong impact
Think about Tribal Marketing
The premise of tribal marketing is that people are looking for products and services that not only enable them to be freer, but can also link them to others, to a community, to a tribe.1. Find them or make it easy for them to find you. o Where to find your tribe : • Online forums and groups. • Blogging - comments. • Social media. • Just ask – built a robust mailing list of contacts who want to hear
from you2. Listen to them and feed them with a lot of valuable ‘stuff’ Provide outstanding content and resources that meets their need. 3. Get them into your sales pipeline and 4. Make them an offer.
Tribal Marketing
You may have many different types of customers/users for the same product/service. This iscalled Market Segmentation.
• One size does not fit all• Split target market into specific sub targets
Who makes up your target market?1 Who are your customers/users? What do they need or expect? 2 Why have they come to you?3 What are the unique benefits you offer that will make their lives better? 4 How does each person contribute, personally, to that mission?
All customers are not the same !When we know who they are, we will know how best to focus our marketing effort. When you organize your marketing (and your business itself) around your ideal customer set, you have an opportunity to truly speak to that audience in terms they understand and are likely to respond to.
Targeted Marketing
TOURISM EXAMPLE Product Segmentation according to Buyer types in tourism but the
principle applies to creatives
Great marketing is customer/user focused
All great marketing campaigns begin with knowing who your customer/user is (called buyer persona’s) by identifying specifically more about their pain points, background, demographics, wants, needs and what channels are best to reach them. Creative customer profiling
• Develop target profile of a typical customer segment/service user • Picture a particular ‘individual’ and segment based on what motivates
them • Develop a deeper level of understanding of them • What do they like to do? What are their pain points ? What are they
complaining about? What is their biggest challenge? What motivates them?
• What are the key communication channels to reach them on & offline ? • Where do they go to get information? • What messages do they want to hear? • What will motivate them to pick you over others ?
How does this translate into great marketing ? Through the use of language & visuals
The 5 ingredients of effective communications
1. Define who your audience is 2. Develop your communications
tone that is appropriate to the audience. Keep the message simple, tell a great story – talk like a human !
3. Get the message out concisely through the right channels
4. Listen – invite action, invite a conversation
5. Ongoing – not stop start
“The two words 'information' and 'communication' are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through”. Sydney J. Harris
Are we guilty of ‘giving out’?
Great Communications
Tell A Great Story • Describe what you offer based on a personal
perspective i.e. articulate previous user/ customer experience - the power of testimonials and empathy (when you show empathy you become relatable and people will want to open up to you)
• Pick a relevant example that is relevant to the your target market– people love real life stories!
• Go back to your story and work on great stories you can share
No good having a story unless you share it !
You should tell your brand stories on your website, in your literature, at your locations, in videos (especially in video ), through the emails you send out, events you host and attend i.e. everywhere
The 5 Most Persuasive Words in marketing
1. You - we become more engaged and even more trusting of a message in which our name appears.
2. Free – powerful but only use free when it makes sense, and only in the right context.
3 Because - you have to remember that it all comes down to answering your customer’s #1 question - What’s in it for me?
4 Instantly - we want things yesterday
5 New - New fixes to old problems, new features and improvements, a fresh new design, or even new ways of getting your message, while staying true to your brand
Getting the message out there
1 Get great photos of your project in action2 Print & circulate an information leaflet for your
community in the theme of ... Did you know ? Tell your story, what difference can your offering make?
3 Invest in a ezine/newsletter template (more later)4 Posters and pop up banners are great 5 Whoever thinks business cards are an outdated
form of business marketing is way off the mark. They continue to deliver a personal touch.
6 Run an open day event - a free something or other
Photos for PR (and digital marketing)Get great photos of your project in action – be creative. We experience first through sight, and then are prompted to react according to how we feel about what we see.
• FREE stockphotos - http://www.raumrot.com/
• 75 Free images from - http://offers.hubspot.com/free-stock-photos
• Free pack of images each month - http://deathtothestockphoto.com/
But nothing beats your own !
PR – Components of a Media Tool Kit• Press Release/Media Alert• Research that you could share about your cause or mission• Fact Sheets• Fabulous standout photo• Talking Points
EXERCISE – Build your PR target list. Make a list of your contacts: • Publications – print & online newspapers and magazines• Radio stations - Television lifestyle programmes• Bloggers• Get the social media contacts of key writers and journalists – Twitter is particularly strong
for media people • Note what columns cover your creative discipline and/or human-interest stories.
A good press release
A good press release will answer the key questions:
• Who?• What?• Why?• Where?• When?• How?
A good press release
• A good press release should contain a quote from yourself or am authority/informed figure
• Try and keep to one page with peripheral notes on the end i.e. Notes to Editors
• Image is vital & reference same
• Write in short concise paragraphs
• Have a catchy headline
• Make sure to include key information
• Finish each release with
Ends
Date For further information contact X at Tel. XX , MobileXXX, e-mailXXX
EXERCISE – Write a press release for your business
OTHER GREAT MARKETING TACTICS Enter AwardsEnter key sector awards (design, arts, enterprise, performance etc) not only to build reputation for excellence but also as key PR messages.
Network with your peers, other creative businesses, and share resources. Trade shows are a great opportunity to meet people you normally would not.
‘Being a creative entrepreneur in a digital age is a bit like being lost in a crowd. It can be exciting – but also daunting. The crowd is made up of other creative entrepreneurs, funny videos, heart warming stories, amazing inventions, and cats.’
Oonagh Murphy | www.oonaghmurphy.com | @OonaghTweets
Digital is a must have….
Importance of Digital Marketing
How we consume digital ?
The importance of being mobile - With more and more internet users using mobile devices for information –make sure your website is fully mobile optimized making it accessible across all devices.
Your web presence, what does it look like ?
Think of your website as your hub serving as a virtual portfolio of your work. It’s what people will see when they look for you. Make sure your first impression is a good one. Thought and effort into the design of the website will pay dividends.
• Define your goals for the website • What information do you want to highlight on the website? How can you
highlight your Unique Selling Points?• How do want the visitor to experience this ? E.g. through video, image gallery,
downloads etc.• What layout is appropriate to your creative business? • How can your website capture potential leads ? E.g. sign up to our newsletter• Cost considerations – can a free site give the same functionality as a custom
design?
define the goals of your website. Most businesses should have at least three: to create an online presence, to differentiate your business, and to capture leads.define the goals of your website. Most businesses should have at least three: to create an online presence, to differentiate your business, and to capture leads.
Your web presence, the essentials
The StructureYour home page is the initial point of contact for visitors. It must answer 2 key questions for the visitor and give them a reason to stay on your site
What do you do? Use your 20 word profile (Module 1) Why should I trust you ?
The About PageReinforces that trust. Share your bio (Module 3) and give evidence of why you are special. Remember 78% of people trust a recommendation, only 14% trust advertisments.
Contact PageMake it easy for people to contact you on EVERY page – email and phone number clearly displayed. Include your address and a Google Map if appropriate.
define the goals of your website. Most businesses should have at least three: to create an online presence, to differentiate your business, and to capture leads.define the goals of your website. Most businesses should have at least three: to create an online presence, to differentiate your business, and to capture leads.
Your Website Homepage – Something to buy – i.e your service or your products.
So, if you're not selling something on your home page, fix it fast. You need to showcase three to five featured products with pictures, headlines, a little bit of copy, and buy now/more information buttons.
http://thefennelshed.ie/
Want to know if your website is mobile friendly?
www.google.com/webmasters/tools/mobile-friendly/
Website Calls to Actions A call to action isn’t just needed on your
homepage, it’s required on every single content page of your site as well!
• Think about - what course of action that you want website visitors to take?
• Is there just one course of action? (primary) or are there more than one (secondary)
This could be sign up to my newsletters, my preview event – something of value.
A website is no longer enough – time to blog!• A blog is the part of a website that displays
a writers’ articles – it is typically the latest news section (but a blog sounds cooler!)
• Can be a blog only site• Articles usually centre on writers’ own
experience, observations, opinions• Articles (or blog posts) are continually
updated on an ongoing basis, listed in chronological order on your blog, and show dates of posts
• The only thing blogging costs you: your time, but the benefits are huge.
Main Reasons you Should Blog• A blog can establish you as an authority! Even if you don’t consider
yourself a writer, starting an industry blog where you discuss latest news, skills, past projects, learning experiences, and techniques can be a great way to show that you are an industry expert.
• If your blog is regularly updated and provides interesting content tailored for your audience, your web traffic will grow.
• It builds your ‘tribe’ and this provides evidence to others - Want a publishing deal? It shows you have built solid fan base for your work first. Same with music publishing.
Create Posts That Are Relevant To Your Brand And Tell A Story
The purpose here is to ignite a feeling in your audience. Each time you post, question what you want your audience to feel. Do you want them to feel inspired?
Do you want them to feel empathetic or informed or supported or connected to you? Don’t be afraid to express your feelings – I love, I feel nervous etc.. Use a language style that is quite informal and conversational
Seek out guest bloggers for your site and offer to guest blog on others
Examples of blog content
• Top Audition Tips from The Forge Initiative https://actorsandperformers.com/2016/07/top-audition-tips-from-the-forge-initiative1
• How I started my millinery business! Jennifer Wrynne
http://www.jenniferwrynne.com/blog/how-i-started-my-millinery-business
• A blog as a journal
http://www.dunleavybespoke.com/journal/
Blogging Tips
• Keep your blog content focused on your industry or role. • Write regularly and always keep it high quality. • Share across your social media channels• Pick your Topic Carefully – choose something you know well and are
passionate about• Keep it Short and Sweet to start – aim for 200 to 250 words• Determine your Main Points – 3 or 4 is plenty• Get Writing – start with a great headline!
Great Title Maker/Blog Inspiration Toolhttp://www.portent.com/tools/title-maker
E.g. – using term music – wouldn’t this make for an interesting blog post?
Making your blog work for you..
Original blog post on website
Shared across multiple social media channels
Facebook, Twitter, LinkedIn
Analyse your results 124 blog post views in less than 24 hours
A powerful way to establish Momentum as a ‘funding’ authority – now over 5,000 views
Google my Business/Google+
• Use Google My Business to get a local business, brand, organization, or artist online.
• When you add your business using Google My Business, you’ll create a Google+ page https://support.google.com/business
• By creating a local page on Google My Business, your business information can show up in Google Search, Google Earth, and other Google properties.
The Power of Video
Video works because
..... It is Easily Digestible
The attention span of internet users is diminishing every year . They want to get to the point, fast!
Videos re seeing a huge increase in usage, while their length is continuing to decrease. Audiences are far more likely to engage, embed, share and comment on video content than other social media posts.
..... We are all mobile
Advances in technology are leaning more towards favouring the video marketer. For example, Facebook’s addition of autoplay.
You are more likely to capture a viewer’s attention on a mobile device. Smart phones are everywhere, take advantage of this effective way to share and promote your work
•Share a Customer/User Success Story to Establish a Good Reputation • There are few things more powerful than a first-person testimonial that tells how your product or service made a customer/user’s life better. • This doesn’t have to be polished and technical more important that its real!
Informational/Educational videos • Tell your story and educate people on your company values,
products and services. • Share tips. By giving away great tips, you will literally show
your viewers that you know what you’re talking about.
Testimonial/endorsement videos
What are you educating? • Your Solutions (products and services)?• Your Knowledge?• Your Insights into the Industry you are
involved in?
Why are you educating?• To build credibility about you, your
company or your solutions• To differentiate you, your company, your
solutions• To gain competitive advantage
Where are you educating?• Social media?• Your website/blog?• Through ezines ?• Online via videos, webinars, podcasts?
When are you educating?• Daily?• Weekly?• Monthly?• Continually?• When sales go down?
How are you educating?How interactive can you make the experience?Didactic (one way with no feedback loop)?Questions and Answers?
How to Videos: Michellemadethis - DIY Wipeable to do list framehttps://www.facebook.com/michellemadethis/videos
Original content development - what to create? All the ingredients for great content are around you!
• An impromptu video of your workshop/kitchen can be turned into a YouTube video.
• Prep work for a sales meeting/presentation can be transformed into a captivating industry insight
• Customer case studies can be turned into insightful blog posts
Youtube video editor - www.youtube.com/editor
•Combine multiple videos and images you've uploaded to create a new video • Trim your clips to custom lengths • Add music to your video from a library of approved and FREE tracks • Customize videos and clips with special tools and effects Windows Live Movie Maker
FREE Video creation/editing tools
APP STORE- Many options Gravie is a fast and easy video making app that lets you make videos at your fingertips. Make your own video in minutes using their themes, graphic templates, clip arts. Record your own video or select from the recorded clips and recreate using various effects and styles.
Things to remember when creating videos…•Lighting and sound - choose a well lit area with no shadows, make sure it’s a quiet location (no traffic, slamming doors etc)•Record a short piece then review to make sure quality is good•Music, image stills and captions really bring your video to life –think about including these!•Add your logo to the start, your logo and contact details to the end with a call to action at the end
Editing videos – Adding Music• Add images of completed projects, happy customers, testimonials etc.. • Music evokes a strong emotional response in an audience. • Another free resource for music intros - Free - www.free-intro-music.com
(download password: linorisemusic)
Uploading Videos to YouTube• Create your own YouTube Business
Channel. Did you know that YouTube is the second biggest search engine after Google?
• Video descriptions should be concise -- no more than a couple of short
sentences
• Use keyword search terms in your video descriptions• Group them into playlists by topic or theme - gives order to your
YouTube Channel and makes your channel more user friendly, allowing your users to easily find and focus on the content they are looking for
A creative entrepreneur video …• Edited with Windows Live Movie Maker
• Intro and end call to action added
• As well as captions, music and transitions
www.youtube.com/watch?v=7G-ogDew420
YouTube Analytics
YouTube Analytics lets you monitor the performance of your channel and videos with up-to-date metrics and reports.
Direct Marketing
• Build up Your ‘Permission Asset’ ( my what ?)
• Database list of people who expressly give you their permission to receive information from you – by post or email or text
• Data protection – offer opt out• Manage your database
Example campaign
Create a master list of the key sales contacts you wish to approach. Start to contact them by email, telephone, post (its useful to pop a small sample of your product – craft, manuscript, in the post for the buyer to get a chance to look in their own time). Sending out thoughtful/innovative promotional samples almost as if they are a gift can be effective.
Working through a master list of contacts can be frustrating and deflating at times but persistence does work.
.
E-zine or Newsletter – powerful !
• High Impact marketing effort• Easy to track number of recipients• FREE packages e.g. http://www.mailchimp.com, • Online ezine & newsletter application• Sign up – FREE Account• Send 12,000 emails per month to 2,000 subscribers• Create newsletter in 3 easy steps
• Create list• Design Sign up form • Create & Send Campaigns
• Others are www.constantcontact.com and www.aweber.com
Embed a Sign Up Form on your Website3 premade templates –Classic Super Slim
Naked
An embedded form is a way to of showing a Mailchimp form on a page of your website.
Embedded forms make is easy for your website visitors to join your email list.
Enquiry form via Facebook Page
Example of newsletter sign up
via a Facebook Page
Campaign focus ...What campaigns should you run ? Seasonal themes, deadline motivated, opportunity motivated ... Have a think about what you would like to share for your first ezine.
Note - Whenever you collect customer details, you must respect privacy and anti-spamming laws. Check out www.dataprotection.ie to research your obligations.
http://www.mailchimp.com• FREE packages • Online ezine & newsletter application• Sign up – FREE Account• Send 12,000 emails per month to 2,000 subscribers• Create newsletter in 3 easy steps
• Create list• Design Sign up form • Create & Send Campaigns
Email Marketing Tips• Make your emails mobile
compatible and visual -experiment with various types of images and text content. In general, a even mix of images and text covers all your bases!
• Timing is Everything – review your reports, perhaps lunch time, weekend or evenings?
Mailchimp Reporting – why it is useful?• You learn - How many people opened your email? How many clicked?
What did they click? What didn’t they click? Did they like the content? - this helps you learn from your mistakes!
• It also helps you hone in on people you now KNOW are interested in your product or service
SMS Texting
• Set up a group text listing• Excellent for events and special offers • Cost effective for enterprises to promote
themselves• Very immediate delivery of message• Action orientated • Cost effective
• Can send out texts from individual phone• Or over the internet
• WebText – most mobile providers allow customers to send a few hundred texts every month for free!
The Power of Social Media
Social media is about connections and conversations, your business page has/will have its own voice and tone. Embrace yours!
Using Facebook, but is it working ?
Despite lots of skepticism around its effectiveness, Facebook is still a great way to connect with supporters which might not have known about your organisation previously.
Keep your personal life separate from your business contacts i.e. create a Facebook business page for your new creative enterprise. This allows you to post on Facebook and interact with other users without giving them access to your personal Facebook account.
You can quickly broadcast a message to a large list (their opt-in network) but Engagement Is Key
How News Is Created ?Facebook defines engagement in one way and one way only: fingers clicking specific buttons. The more often your fans engage with you, the more often your posts will be pushed out into their News Feed. Four main ways fans engage –
like it leave a comment
share it with others click on a link.
Every time someone engages with your page a story is created and shared with their network. Other ways of engagement are
• RSVP to a pages event - The event-posting capabilities allow you to advertise upcoming events easily and efficiently. • Mention the page in a post• Check in at a place
Free Facebook Timeline Cover Maker Tool
www.pagemodo.com is a great FREE tool for creating interesting and engaging Facebook Cover imagesLots of templates to choose from, you insert your own images, text, call to actions etcUpdate your cover regularly – seasonal campaigns
Facebook Places – Needed For Check Ins And Reviews
Facebook changes very often!
One of the best way of keeping up to speed with all the changes is to follow the Facebook guide for business - www.facebook.com/business
Be consistent in the quality and types of posts you create, this will help people know what kinds of messages to expect from you and how they tie into your business.
Boosted posts and Facebook AdsBoosted posts appear higher in News Feed, so there's a better chance your audience will see them. Use link ads to drive people to your site, and include special codes they can use at checkout.
Drive urgency with a time prompt like “free shipping, this weekend only" or "12 hour flash sale"
Be smart - Schedule Posts
Try structure your posts like you are talking to a friend and you/your business will come across more open, welcoming and approachable!
Be smart - Building Your Timeline – Add Milestones
Same ad copy two different images – which performed better?
• Stock image • Personal/ Business image
Same ad two different images – which performed better?
• Stock image • Personal/ Business image
50% more
website clicks
Did we mention people buy people ?!
FREE Facebook Monitoring ToolLikeAlyzer: is a great monitoring tool that highlights exactly what you’re doing right and what you’re doing wrong, making it much easier to make the necessary changes. Use it to check you won page and to check competitors to see how their pages score! www.likealyzer.com
Facebook LiveLive video streaming is quickly becoming a popular method for creative entrepreneurs to reach out to their users. Facebook Live is a tool for sharing live video straight from your smartphone. This ability allows your business to interact and connect with customers in real time.There are no edits or cuts. It is a video feed happening at that exact moment, and this is what makes it so powerful. Live video streaming breaks down traditional barriers and creates a connection with your customer that extends beyond traditional marketing.
Behind the scenes look on Facebook LivePeople love to see things that are normally off limits to them. Give your customers an exclusive sneak peeks at how your business runs and what makes you unique.
For example, a theatre company could give viewers a glimpse of a new production. Give your customers/users a little preview into the day-to-day life of your business.
Showcase a new productGot a brand new product or service that is about to hit the market? Show it in action on a live stream. A live demonstration will give your audience an insight into your product that even a well-written description simply cannot give. Offer a giveaway or a discount code as an incentive to people that tune into the live event.
Broadcast Live EventsEngage with your audience wherever you are! Are you at a conference that you could broadcast from? Are you somewhere that your customers might love? Talk your audience through exactly where you are, what you are doing and answer their questions along the way. You can broadcast most anything with little or no preparation.
Host live tutorialsDepending on the complexity of your product, tutorials can be very powerful.
Facebook – New Feature, Tag Products
• Photo/video sharing app – the ‘visual’ web that uses the language of images, videos and gifs
• Recent study - Instagram provides brands 58 times more engagement per follower than other social media platforms.
• Instagram is about people. And people are moved by emotions.
• Generally a more youthful audience, the largest percentage of users falling into the 18-34 year old zone.
• People come to Instagram to be visually inspired.
The big question for brands on Instagram is what emotion they want their content to evoke. What will people feel or do when they see your brand on Instagram? Will you make them laugh? Think? Dream? Cry?
Selling on InstagramThese are 3 tools you can use to sell products directly on Instagram. There are pluses and negatives to each platform. Choose the tool that works best for your lifestyle, time, and budget.
Steps to get your brand on Instagram
How your business can use TwitterTwitter is where people connect with their passions, share their opinions, and find out what’s happening in the world right now.
Here are some ways you can leverage Twitter.• Discover what’s happening right now
Twitter gives you access to what’s going on in your industry, community, and around the world. Use Twitter search to listen to the relevant conversations that are happening and jump in where you can add value.
• Increase your brand awarenessRaise the profile of your business and increase the impact of your marketing by using Twitter to regularly communicate with your followers.
• Connect with potential customers, brand advocates, and influencersTwitter allows you to follow and interact with people outside of your personal network. It’s a great way of joining or even starting discussions with influencers and industry experts to raise the profile of your business and build valuable connections.
PatronagePatronage of the arts is the support, encouragement, privilege, or financial aid that an organization or individual bestows to another. In the history of art, arts patronage refers to the support that kings, popes, and the wealthy have provided to artists such as musicians, painters, and sculptors.
Today, patrons can be just as relevant.
Business to Arts is a membership-based, charitable
organisation that brokers, enables and supports creative
partnerships between businesses, individuals and the
arts.
www.businesstoarts.ie
Case study
The Cartoon Saloon & Butler Gallery Kilkenny, Ireland
http://www.businesstoarts.ie/case-studies/sponsorship-case-studies/cartoon-saloon-butler-gallery/
Attracting Corporate Support, 6 steps
1. Research companies with a strong presence within your sector or community and identify those with alignment/commitment to your cause.
2. Lever Personal Relationships - Ask your contacts for contacts they may have impact with potential sponsors
3. Understand Sponsors’ Motivations: Brand building: Marketing, Corporate Social responsibility. If your project aligns with their philanthropic efforts you have a better chance of attracting their support.
Attracting Corporate Support, 6 steps
4. Craft and send a letter/video. Be passionate: If you are enthusiastic about the opportunity and are clear about the sponsor benefits, you will shine through and will be infectious to people around you.
5. Follow up - You must assume prospective sponsors will not contact you directly; it is your responsibility to contact them
6. Deliver what you promise: You can never express enough appreciation for the support of your sponsor. Overdeliver!
In MODULE 5 Funding for Creatives, Accessing Resources – Financing and supports available
We demystify funding opportunities and connect you to the right opportunities. We cover
• Top Tips for Success in Writing a Grant Application
• Grants available to creatives –local, national and European
• Heard about microfinancing and crowdfunding? We bring you up to speed!