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Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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.
Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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.
Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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.
Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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.
Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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.)
Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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.
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).
Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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.
Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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
Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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’.
Marketing&PublicityTemplatesandGuideInformation
PreparedbyR.FitzgeraldforuseintheVAPACMarketing/PublicityProject2017.
Forfurtherdetailcontactrfitzy2@icloud.com.
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.
Forfurtherdetailcontactrfitzy2@icloud.com.
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.
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