Articles Tagged with: strategy

Announcing January Content Strategy Workshops

JANUARY 16, 2018

Early Bird Sales

Available Now

Expire 11:59pm

December 24

Workshop Overview

A content strategy is a vital cog in today’s social media and digitally driven marketing machine.

Attending this workshop shows you what a content strategy is – BUT – also gives you the practical tools, tips and tricks, for you to build one, and walk away with everything you need to start building out your social media channels.

At our interactive “Content Strategy on a Page” Masterclass, you’ll build, design and refine your strategy, and walk away with your very own Content Strategy on a Page :

  • Why a Content Strategy is now more important than ever
  • What every Content Strategy must include
  • Single & Group activities – so you aren’t doing all the thinking yourself
  • Networking opportunities
  • Complimentary Barista made Coffee & Tea
  • Complimentary Breakfast or Lunch (pending your workshop time)

Agenda

The workshop is designed to take you on a step-by-step journey through every step in developing a Content Strategy.

  • The Role of Social Media
  • Structuring Your Content Strategy
  • The 3 O’s – PLUS Why They’re Important
  • Audience & Personality
  • The 3 T’s – PLUS How To Use Them

Who Is This For?

If you’re in Marketing or Social Media and need to build, deliver and execute a Content Strategy for 2019

What Will I Get?

By the end of our 2-hour workshop, you will walk away with an A3 ‘Content Strategy on a Page’ – designed and built bespoke for your business or brand

Where Is It?

The workshop will take place over a 2 hour period at Murmur, 223 Liverpool St, Sydney.

Every attendee has a choice of 2 x sessions to ensure that you can best find the time that suits you:

  • 8am – 10am
  • 11am – 1pm

How Much Is It?

Early Bird prices are available until December 24th, for $99 plus GST.

After December 24th, prices will increase to $129 plus GST.

Each ticket includes access to our 2-hour workshop, complimentary coffee plus breakfast or lunch (pending your session), and networking forum.

Everclear Had It Right. Trying To Be Everything To Everyone Will See You Stumble & Fall.

“A choice to serve everyone, everywhere—or to simply serve all comers—is a losing choice.” – A. G. Lafley & Roger  L. Martin

1997 is arguably one the greatest years of Rock n Roll history.  Radiohead released OK Computer predicting a future techno-centric world we arguably now find ourselves in; while there were blindingly fantastic songs such as The Verve ’s ‘Bitter Sweet Symphony’, Foo Fighters ‘My Hero’, and Blur’s ‘Song 2’ amongst Aqua’s ‘Barbie Girl’.

Along with this alumni, Everclear released their hit single, ‘Everything to Everyone’ – which in 2018 and our era of Cambridge Analytica, and Micro or Mass Marketing, holds a pertinent message we can use for marketing, and in particular those brands that do as they sang – and ‘try to be everything to everyone’.

Last week I had a moment of serendipity.  After studying the theories and practices of audience segmentation, most notably around the schools of thought on ways to slice and dice markets, I met with the Chief Marketing Officer of a large sporting brand, and were chatting about their upcoming event.  There’s a lot of challenges that said brand faces in a crowded market, especially when Sydney-siders can be so fickle around sport, always jumping on bandwagons when they appear, and then just as quickly jumping off when things go sour.

With this in mind, I pressed the CMO on who their audience is, and what segments of the market they were looking to attract – to be met with ‘we’re targeting everyone’.

Now, brands clearly can’t target everyone – and brands don’t exist for everyone.  Unless of course you’re someone like Amazon – and even then an argument can be made against that notion.

There are 3 alarming issues for a brand that wants to ‘target everyone’ and doesn’t have a clear idea of market segmentation or who their target audience is.

1. Weak Messaging

If you’re trying to please everyone, you won’t have anything constructive, unique or relevant to convince people as to why your product or service is better than your competitors, and they should part with their hard earned cash for your product or service.

People are different.  We’re not the same, we have unique attitudes, behaviours and motivators.

If you aren’t talking to any of these particular characteristics or motivators, you’re going to find yourself down the list of people’s priorities when they think of your brand.

By trying to be everything to everyone, your message will end up being so weak and vanilla that customers at best won’t notice notice you, or at worst will seek out more specific and relevant brands for their needs.

2. Lack of Brand Promise & Strategy

Due to your messages being so vague and weak, your Brand Promise and ultimately the sense of your Brand itself is inevitably watered down in order to make it as appealing and broad as possible.

In turn, this affects what customers take away from your brand – which is confusion because you’re using fluffy terms, and buzz language that doesn’t meet an actual need that consumers have.

3. Wasted Budget

More often than not, as a business, you’re trying to maximise your profit, by ensuring that the cost it takes to acquire a customer, is less than the cost it takes to reach a customer. 

There is not a media channel in the world that will allow you to give a relevant message to a general audience.

You need to choose the right media, to get in front of the right person – at hopefully the right time.

Don’t waste your budget by going general – go specific, and look for the audiences that you can target with efficient media and use your budget efficiently.

The Solution

If you’re currently trying to target everyone, here’s 2 x things that you need to do immediately:

1. Audience Research

Get out there and understand your customers.  Whether you want to do focus groups, or online survey’s – the benefits of this are immeasurable and set you up for success.

I once had a client, who thought their existing customer didn’t purchase their clothing inventory more often was because their range wasn’t extensive enough.  After doing some research, we found out that the main reason they would purchase more often, was because they didn’t offer Free Shipping.

Turns out the client did offer Free Shipping, they just weren’t communicating it to their customers!

 2. Segment your Audience

Once you’ve done your research you can segment the market to find out which audiences are worth chasing. 

You’ll be in a position to understand the market as a whole, and it will be as if you’ve gained sight after being blind for your lifetime.

By trying to be everything to everyone, your brand and your marketing will be less for it.  Find your target markets, understand your segments, and you’ll avoid the spinning around, falling down, stumbling and falling that Everclear foreshadowed. 

BTW – Check out the class of ’97 – it’s a collection of the finest rock songs you’ll ever hear: https://www.spin.com/featured/best-alternative-rock-songs-1997

7 Things Skiing Teaches Us About Marketing

Sitting on a chairlift in the middle of the Canadian Alps staring down across my skis to snow covered tree landscapes beneath me, my mind began running through many of the hints and tips I was trying to focus on to improve my skiing.  I quickly came to realise there are quite a number of similarities we can draw between how you approach skiing and how they relate to marketing.

In fact, more than similarities, there is much that skiing can teach us about marketing, and the way that we as marketers go about our business.

Just as skiing isn’t about about getting suited and booted and hitting the hardest runs your first day on the slopes.  Marketing isn’t about jumping right in there and hoping for the best.  You need to build your skills, develop over time, plan, and then execute

Got your lift pass?  Ski boots strapped?  Are you ready to improve your marketing next time you ski down a mountain?  Here are 7 things that skiing can teach us about marketing.

1. Look Ahead

When you find yourself screaming down a hill at a pace that you probably shouldn’t be, it’s easy to focus on the metre or two in front of you and react to the terrain rather than plan where you’re going to go.

If you are trying to keep up with the kids and find yourself in a terrain park, see a jump ahead of you and think about hitting that sweet lip with a grab of your skis as you twirl in a 360-degree, you could assume that the landing is smooth sailing or fairly straight forward.

Don’t.

Plan your turns.  Scope out your jumps.

Only by looking ahead and planning, will you act proactively rather than reactively.

In skiing, you should be looking 3-4 turns ahead, planning the line you are going to take down the hill.  In marketing, you should have a plan about how the campaign will unfold, what elements are needed, and when.

2. Know Your Product

How tight are your shoes?  Are your skis for carving, or are they suited to powder.  What setting are your bindings on?

Before hitting the slopes it’s imperative to understand a number of questions about your skis, shoes, bindings, or any other products you may be using.

One of the earliest teachings about marketing is around knowing your ‘product’, and the questions around it.  Understand the difference around features and benefits, and then identify how you communicate these.

3. It’s Not All About Speed

As I’ve grown older, I’ve become less concerned about the G-force I’m producing, and more aware of the technique I’m using to reach the bottom.

Speed isn’t everything.

While the speed with which you can market your campaign is certainly impressive, and you can hang your hat on how quickly your campaign got to market, if it isn’t thought out properly from a strategic viewpoint it could become a waste of resources.

By improving ‘technique’ – your marketing strategy – you will reap greater and more efficient outcomes.

Understand your target markets, the demographics of your audience, the media they consume, and direct your marketing in a focused manner.

4. Understand The Terrain

Standing at the top of unknown, snowy slopes, about to descend into a gaping chasm of bumps, snow and trees, I spend a good while looking over the terrain and identifying any dangers that may present themselves.

I’ll know that if it’s heavy with fog I need to go slower, and if it’s icy under foot, that controlling my skis will be important.  I’ve probably spoken to friends who have completed this run, about the difficulties in this terrain and what they faced.

Every terrain is different, and every market is challenging.

You need to identify the market you’re playing in.  Understand internal and external threats to your campaign.  What can you and can you not control?

A simple SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is a great way of looking at the market you compete in ‘from the top of the run’, and understanding the challenges you face and what you need to do to overcome them.

HOWEVER…

5. Obstacles Will Always Appear

Any skier worth their weight in gold will tell you they have had any number of incidents involving unexpected obstacles.

For some unknown reason, trees can pop up from nowhere.  A cliff face will suddenly emerge before you.  These things weren’t there a second ago, they just suddenly appeared.

Unfortunately, certain obstacles like trees and rocks don’t move.

There’s only so much planning and understanding of the terrain you can do, until you have to react to unexpected circumstances.

Be flexible.  Don’t be too stuck in certain ways to change if some things don’t work, or if something unexpected pops up.

Prepare contingency plans.  Through your SWOT analysis you should be able to identify internal and external threats of things that may appear, and plan to overcome these.

6. Face Forward

If you’ve recently been watching the Winter Olympics in Sochi, you’ll have seen any number of skiers hurtling towards the bottom of a hill with their legs pumping like car pistons, up and down, left and right.

World-class skiers on a bumps course will cover 4 x moguls in 1 x second.

Throughout this however, as knees, legs, ankles and feet all switch direction under the upper body – the chest and head remain the same.

Facing one direction.  Downhill.

Your marketing campaign will have various elements to it, using various media, and various messaging.  It’s important that you have a number of different channels of communication working their own niche the best they can, but they should all serve a singular goal.

Don’t get caught up steering left, or veering right.

Keep the head and the heart of your marketing focused on the outcome.

7. Apres-Skiing

The most enjoyable part of any days skiing, is either sitting back in a hot tub with your drink of choice, as the snow falls and the hot jets pound your sore body, or regaling friends and family with tales of your extraordinary feats.

Sit back and savour success.

Take the time to look over accomplishments, bask in the glory, and embellish every story.  However – always think about what can be done even better next time.

Ski Better.  Market Better.

Whether you’re a seasoned marketer, or just beginning, there are always skills to improve, tips to acknowledge, and snow to ski .

There are core principles that any marketer needs to execute, the key foundations that will form the basis of your work.

What skills, techniques, and tips from skiing do you have that relates to marketing?

Share in the comments below!

Planning A Marketing Campaign – Part 2

You’ve just walked in with your morning coffee, you know that today the time for procrastination is over, and after speaking to the team yesterday, they are all looking to you to drive the marketing of their upcoming production.

 

You have nothing.  Well, close to nothing, you have a few notes written down, they are in no sensible order but are more random ramblings of ways you can market the show.

 

You have a basic grasp on what the company wants to achieve, you understand who it is you’re meant to be talking to, but where do you go now?

 

This is the second of a 2-part blog series that talks about what is involved and what you should be focusing on when planning a marketing campaign.

 

In the first part of the series, I spoke about outlining your objectives, measurables, and insight on the campaign.

 

In this second part of the series, we will focus on the strategy of your plan and what that constitutes.  This second part of the marketing plan, will also help immensely when you begin to work with your marketing agencies on writing a creative brief to promote your show.

 

If you missed the first part of the series you can find it here:

 

1. Product Proposition

State the single most important message you want your communications to promote.

 

This is key to your marketing communications and should be the main message that your audience is left with after seeing your communications.

  • What is your brand truth?
  • What is your product truth?

 

2. Message Hierarchy

Most marketing comms will have different ‘dwell times’ for the audience to take in messages, for example, the dwell time on a piece of Direct Mail will be much longer than a newspaper advertisement, this provides you with a framework around what additional messages you can communicate to your audience.

  • What supporting messages do you want to promote?
  • What is the insight telling you about secondary factors

 

3. Risk / Challenges

Your marketing as well as your production will no doubt have certain risks and challenges associated with it, these may be seasonal and external risks such as a nearby festival, or they may be internal risks and challenges, such as a member of the team leaving, inconsistent insight.  By highlighting these and identifying them, you will be better placed to action against them.

  • What is outside your control that may impact the campaign?
  • What could happen within the company that may impact the campaign?
  • What obstacles are there that could impact your campaign?

 

4. Action / Contingency

Once you have identified the risks and challenges, you need to think about contingency and action plans to be put in place should they actually occur.  You should fin d that most of these will be internally controlled.

  • What can you do to negate the risks and challenges?

 

5. Headline Pricing

Pricing will be more relevant in Direct comms, rather than in Brand comms where you are trying to increase brand awareness and affinity.

If your communications are a piece of direct marketing and you are wanting to increase ticket sales, your pricing should make up an element within your comms.  Where you price your production, like any product or service, will have an effect on your company and it’s important to ensure that you are highlighting a price that is consistent with your target market and what they expect to pay for your entertainment.

  • Are you promoting a price on your comms?

 

6. Offer

Finally, is there an offer you can promote as part of your communications to ensure the response you generate is as high as possible.  Perhaps you have a pricing structure dependant on when your tickets are sold, or there could be a bulk/upgrade offer you promote when customers purchase tickets as well as merchandise.

  • Is there an incentive for your customers?
  • What can you provide to promote purchase?

 

So…

That’s it for our tips on planning a marketing campaign, we hope you enjoyed them and have a clearer idea of what you need to cover off in your plan.  There are numerous ways to create your marketing plan, I use a Powerpoint template that captures all the relevant information and provides an Executive Summary on two pages, and then throughout the rest of the plan we divulge further providing detail around each specific element.

 

Remember, if you missed the first part of this series outlining the initial steps in planning a marketing campaign, you can find them here.

 

If you are over the procrastination, have a few general questions on your marketing, or need help planing a marketing campaign, be sure to contact us here!

Planning a Marketing Campaign – Part 1

You have a production to put on, cast and crew are rehearsing, and the company is looking at you to promote the show and fill the seats.  You stare at your computer screen into the abyss and wonder where to start.

This scenario is quite common for small & even large theatre companies, with limited budget, time and resources, where productions rely on traditional promotional tactics such as word of mouth, flyers, and passers by.

Through planning a marketing campaign, you will delve your thoughts deeper into your company, it’s production, and your audience, and come through this process with a clear structure, and answers to two key questions: what needs to be done and how you are going to do it.

When planning a marketing campaign, before setting out your strategy, you need to set the boundaries and parameters by which you will market your show.

This is the first of a 2-part series that details what you need to consider when planning a marketing campaign.  In this first series we will look at your objectives, your audience and the insight you have.  The second part of the series looks at the strategy for your marketing campaign.

Part 1: Objectives & Insight

Part 2: Strategy

 

1. Objectives

  • What exactly is it you are trying to achieve?
  • What is the single purpose of the communications?  Are you trying to build credibility as a theatre company, are you trying to promote your latest production, or are you trying to increase membership of your theatre company?
  • What are the main drivers of your objectives? 
    • What drives your brand?  Is it your place and context in society and culture?  
    • What drives your production? Is it your technology and innovation? 

Be sure to highlight and focus on the key drivers that your audience and prospects will understand from your comms.

2. Audience

  • Who is your primary audience? Who do you want to fill the majority of seats? Who will be your early customers?
  • What do you want them to think, feel and do?  
  • How are they to react to your communications?  
  • Who is your secondary audience?
  • What is it that will incite someone not initially attending your production to purchase tickets to your show.

These questions will also help later when you are writing your creative brief.

3. Primary KPI’s

  • What does success look like?
  • How will you know if your marketing has delivered what it set out to do?  
    • You can separate this out for your brand KPI’s, and your sales KPI’s.  

Your campaign may want to increase your brand affinity and become a trusted and respectable theatre company in one specific area.  While alternatively, the campaign could also be about driving attendance, customers and ticket sales.

4. Why You?

  • Why should the audience choose to come to your show over other productions?
  • What are your unique selling points?
  • What is your insight telling you?

5. Why Now?

  • Why are you different now compared to before?
  • What’s the ‘new news’?
  • Why is this compelling?

6. Live dates

  • What is the opening night or start date of the campaign?
  • What key dates & milestones from a marketing perspective do you need to hit?

7. Media spend

  • What is your media budget?
  • This will help shape where and when your show is promoted, and when dealing with media and PR agencies gives them scope to work within.

 

In our next post we will show you how your campaign plan then starts to take shape around marketing strategy and creative.

If you have an upcoming show and need a marketing plan, feel free to speak to us here!

Marketing v PR. These 3 Points Highlight The Difference.

A number of arts companies we have spoken to and even artists themselves, have spoken of the time and commitment invested into Public Relations, however have put little to no thought into how marketing could be best utilised and fit into their promotional and communications strategy.

Artists we speak to are often talking to PR agencies, but aren’t engaging with marketing agencies as the benefits each discipline provides are perceived to be one and the same.

Public relations is a necessary investment in the development and promotion of the arts, as it creates awareness, provides editorial space in publications, and develops relationships with influencers in the industry, however, implementing a differentiated marketing strategy will be critical to the success of your company.

Here are 3 key things your marketing strategy can deliver that public relations can’t do:

1. Sales Objectives

Marketing drives sales.

Your marketing strategy should have clear, quantifiable sales and promotion objectives. Where public relations is best utilised for editorial space, critiques, reviews and influence of your brand, product or campaign, it is difficult to quantify its impact.
A marketing campaign will have clear objectives about what you are trying to achieve, whether it be a ‘brand’ campaign designed to deliver an increase in awareness and perception, or a ‘direct‘ campaign designed to convert an aware audience into a sale.
A clear marketing strategy should allow you to attribute your sales to activity, for example, by determining what your cost per sale is, cost per impression, return on investment or any number of other metrics dependant on the channel you are marketing, to gauge success and use as a benchmark going forward.
2. Insight

Effective marketing is based on effective insight.

Your marketing strategy needs data and insight in order to attain the desired outcome.  Insight could come from identifying your target market, or it could come from your product and should identify the key metrics you want to target through your campaign.
 
Only by obtaining data will your marketing be targeted enough in its offline and online process to effectively deliver on your objectives.  Insight, while driving marketing, can additionally be used to support public relations and assist in decisions about publications, media and stories for your PR strategy to focus.
3. Proposition & Messaging

Clarity trumps persuasion – Dr Flint McGlaughlin, Director, MecLabs

A successful marketing campaign has a compelling idea that lands a message which you want to communicate.  If your insight is rich enough you will be able to create a compelling message around your objective.  

If your message is compelling enough, you will be influencing prospective advocates and converting existing advocates to your objectives.
A marketing campaign provides one clear message to your target audience as to why they should see your show,  buy your product, or join your membership.

Ensure that your marketing strategy links with your overall objectives and is intertwined with other elements of your promotional strategy such as PR in order to maximise your campaigns.

Public relations does a great job at creating awareness but what it lacks in a ‘killer punch’ as a driver of and delivering sales, a complete marketing strategy does.
If you need a Marketing Strategy to be a core driver of your company or even to supplement your PR activity, speak to us today!
Murmur

We are an integrated marketing communications agency.

  • Brand & Marketing Strategy
  • Digital Marketing
  • Advertising
  • B2B
  • Social Media Marketing
  • Media Planning
Find Us At

223 Liverpool St, Darlinghurst

NSW, 2010

Australia

Contact

info@murmur-group.com

+61 2 9188 7810

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