asylum marketing presentation for artists feb 2013
DESCRIPTION
TRANSCRIPT
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