Tag Archives for " underground marketing "
It started with a simple tweet. AdAge had just published their “Women to watch” list in their June issue. I love finding the people mentioned on those lists and send them a little congratulations tweet. It’s a fun way yo say hi.
I run the tweets through Buffer for the day, instead of blasting them all out at once. Usually I get a few followers, a few favorites and retweets and a few “Thank you” tweets back, but this time I got an unexpected opportunity to deploy a MarketingHack:
“amazing!! Where did you get a hard copy?” reads the comment @lizeswein writes (which gives me an idea) – to be honest I subscribe to AdAge and I’ve read the issue, it’s …
A little exposure is good – a lot of exposure is better. Marketing Hack #6 was all about getting in front of trusted influencers. So what could possibly be better, than getting the opportunity to speak to some of the 800+ attendees of a conference custom made for companies and individuals, who are trusted by your target market. What could possibly be better, than that inch of exposure you get in the program and on their website? Think about it: I was one of 70 speakers at WordCamp Miami 2015 and if an attendee is not looking to learn about video, that inch is easy to miss. The talk is 30 minutes during a 3 day conference. Face it – you’re still easy to miss.
OK, so my name was not in lights, but we did have 3,000 Watts of movie lights in the video studio that we set up in the main hall. Every single one of the participants, speakers and sponsors walked by it a few times a day – and that’s a lot more exposure, than a 3o minute speech or the inch in the conference schedule.
Many people were curious what we were doing at WordCamp Miami with the cameras, lights and boom mic that looked more like a news set, than a typical WordCamp vendor. Maybe that curiosity also came from the sign that said “Free Video” – expertly drawn and marketed by my two daughters.
Marketing is all about getting your brand in front of your target audience. There’s only one thing that’s better: getting your brand in front of trusted influencers; professionals, who are in charge of finding brands like yours for your target audience.
Case in point: Most of the companies I work for have a web designer, a blogger or a social media guru, whom they employ to create and maintain their online properties. Many times they have long term relationships with my target audience. This trust often earns them the right to recommend a photographer or a video producer and almost always, they don’t have someone in mind.
In larger companies those gatekeepers are either in-house marketing departments or advertising agencies, however many midsize and almost all small businesses work very differently. Many times there is another small business or a freelancer, who is hired to develop their online assets. More importantly he or she is trusted to recommend visual content creators.
“Ok” you say “marketing to influencers sounds nice and all, but how do you find them and isn’t reaching out to them one by one gonna take an awfully long time?” Of course you’re right. If you were to start looking for web developers, bloggers and social media marketeers one at a time or even if you were to create an email campaign or social media ad blitz, it would take you forever, which is a time frame I’m not too comfortable working in when I’m looking for new leads. More importantly you don’t know the experience level of who you’d find and they wouldn’t know anything about you.
Wouldn’t it be cool, if you could spend two or three days immersed in 700+ local influencers, who on top of that are told by an international brand they trust, that you are the expert? What if we’d throw in 60 industry heavy experts, who would be your peers for the weekend? In my book that sounds like a much more favorable proposition now, don’t you agree? So what is this magical place, that draws these influencers whom your target market trusts and relies on?
“Congratulations! You’ve won gold at the MarCom awards!” reads the letter I receive earlier this year. MarCom stands for Marketing and Communication a competition for marketing professionals. I submitted “On Wings of Hope” to the competition and I’m thrilled to win another award for my first documentary film.
There are more than a few competition for marketing people out there and there’s other types of competitions from advertising to some other zappy creative profession, so you got to be a little selective in entering them, since -like at a film festival- there are fees that range from a couple bucks to several hundred dollars per category. (You can check out how film festivals are a great marketing hack in last weeks post: Marketing Hack #4: Have your work screened at film festivals)
That being said, the contests need to be relevant to your target market. Say I create an image or video in a field that I usually don’t work – let’s say automobile photography – submit it and win (which is unlikely, but stay with me). If most of my clients are corporate organizations, that never look at car photography, that win is worth next to nothing.
However, if you win in a competition for marketing (even a local or less well known one), it will reflect on the quality of work you produce and even have new people look at your work, just because it won an award.
You’re not gonna get into Cannes or Sundance. At least not on the first try (if you do, my hat off to you, let me know on Twitter @photosbydepuhl), so why try? OK, so what’s a film festival anyway? It’s a competition -sometimes with a cash prize, sometimes not- where film makers submit their work to a jury of their peers, who screen all the films making a selection of which films get screened.
What do film festivals do for your brand? They give you the opportunity to show that your work has been found worthy of being in a line up for a festival, if you win that’s even better, but the mere fact of getting accepted is an accomplishment worthy of sharing.
You also get to show your work to brand new audience. People you haven’t reached before, the press is at festivals it’s a marketers dream. I was interviewed at the festival, that I had submitted “On Wings of Hope“. Here’s the video:
You’ve heard of game changers, ever heard about a mind changer? Sometimes great things just happen – a while back, I had the opportunity to premiere a rough cut of “On Wings of Hope” at a local university. During the planning of the event, I was told that the university wanted to poll the students in real time, before and after the film. Sounded like fun, however the benefit of this would not become clear to me until after the screening was done.
We all have been affected by movies we watch. Some inspire us, others bring us to tears. What I have never gotten is quantifiable feedback from a group that watched my work. I was about to …
As about 100 students file into the lecture hall, they are given a few questions. Then they are given a phone number to text to or a twitter hashtag to tweet to. Before the film starts, they tweet or text in their answers, so that the professors can get a baseline. Fortunately I had asked the faculty to include the question for me: