asylum marketing presentation for artists feb 2013

Social Marketing & Media Relations for Artists

Presented by Aaron BismanDirector of Audience DevelopmentJazz at Lincoln Center@bizmonides

#AsylumArts

AGENDA9:30 Intro9:45 Your Marketing Questions 9:55 How to Market Things & People

10:50 Q&A11:00 Break

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

JDub’s 5th Anniversary Celebration at Celebrate Brooklyn in Prospect Park.

JDub’s 5th Anniversary Celebration at Celebrate Brooklyn in Prospect Park, July 2008.

QUESTIONS?

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

YOU CAN DO THIS

(ALSO, YOU HAVE TO)

– If you learn to market yourself, you can manage others in the process later on

– You will be a more successful artist and manager of your own career if you can master the marketing of your own work

– Getting booked is the first step not the last. “Presenters/Hosts” in name only.

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

1. Set Goals2. Know your audience3. Find your niche4. Utilize tools at your disposal5. Frame the story6. Create evangelists7. Trust the data8. Plus…

HOW TO MARKET PEOPLE & THINGS

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

KNOW YOUR AUDIENCE

Think like a fan

Who are they? What is going to inspire them to show up?

Conduct market research.o Make and test assumptions.o Social Media can help. Facebook

InsightsSocial Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

FIND YOUR NICHEHow do you break through the clutter?

What do you do better than anyone else?

Identify similar artists/projects

Find the bloggers, journalists, tastemakers that influence your ideal place of impact

Find the most obvious potential targets and reach out directly to them.

Connect with related Facebook groups

Follow them all on Twitter

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

WHAT IS THE SINGLE MOST POWERFUL MARKETING TOOL

AT YOUR DISPOSAL?

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

CONTENT, CONTENT, CONTENTWHAT– Videos / Podcasts– Photos / Sketches– Blog posts– Workshops– ContestsWHY– Allow participants into your process– Gives them more to connect to, and gives you

more to share with othersSocial Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

UTILIZE TOOLS AT YOUR DISPOSAL

• Social Media– Facebook– Twitter– Instagram– Youtube– Pinterest– Tumblr– Vine– Wikipedia

• Digital Marketing- Email- Event listings- Facebook Ads- Your site- Microsite

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

FRAME YOUR STORY

Putting your work into context for others.

Media ALWAYS needs context:– Trends

• Identifying – or defining - a trend and placing your work at the center of it

– Current Events• In what ways does your project relate to/comment on/connect to a

current event in your local, national, or global community?

– Calendar• Why is your project important RIGHT NOW?

• Holiday, season

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

Making the particular universal and the universal particular– What about the Jewish component will interest

more general audiences?– What about the work generally will interest

specifically Jewish audiences?

FRAME YOUR STORY

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

CREATE EVANGELISTS

How can you engender buy in?

What will send them running to tell their friends about your work?

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

BE AN ENABLER

• Provide tools– Postcards– Posters– Digital Flyers– Gifs– Temporary Tattoos– Sandwich boards

• Hired guns- Publicist- Social Media

Manager- Street Team

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

DATA IS YOUR FRIEND

– A/B Test when possible• Email subject lines & body layout, Facebook ad text• Taglines/Design

– Facebook Page Insights– Google Alerts – Constant Contact/Mailchimp– Tweetdeck– Addictomatic.com

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

1. Set Goals2. Know your audience3. Find your niche4. Utilize tools at your disposal5. Frame the story6. Create evangelists7. Trust the data. Data is your friend8. Plus…

HOW TO MARKET PEOPLE & THINGS

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

COLLABORATE

ASK FOR HELP

BUDGET

ONLY 3 MORE TO GO

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

REMEMBER…

YOU ARE AWESOME

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts

THIS PRESENTATIONWILL BE AVAILABLE ATbit.ly/asylumretreatmktg2014

Social Marketing & Media Relations for Artists. Presented by Aaron Bisman @bizmonides #AsylumArts