How Sarah’s Jazz Club Launched Using Only Social Media

Disclosure: Sarah’s Jazz Club is a creative venue launched and managed by Jazz Arts & Communications Ltd, owned by the author of this article, jazz singer and digital marketing consultant Sarah Fenwick. 

Sarah’s Jazz Club in Nicosia, Cyprus, took around three years to build. The process of building and licensing the innovative project was expensive and time consuming, but the results were groundbreaking. We felt we were making a true contribution to the arts of jazz and blues, to the audience, and to the musicians’ community. sarah's jazz club

But our resources were stretched to the limit and we knew we’d be opening the jazz club on a shoestring. To save money, we decided to launch and promote only on social media until we had the budget to go to the traditional media.

The campaigns were mainly on Facebook, where we started a Page and advertised the opening date through Boosts and Advertisements. The audience was able to book directly from Facebook through messages, and the interaction and communication was free-flowing and efficient. Facebook is ideal for music branding and interest-based marketing. The group ‘Support Jazz and Blues in Cyprus’ I started in 2012 now has close to 2000 members and was another effective tool in getting the word out.

sarah;s jazz club

My Facebook profile helped me to send personal posts about our excitement about opening and get people involved and inspired. The outpouring of support was incredibly encouraging and motivated us to keep going even when the project development was tough.

Not a penny was wasted. We tracked each campaign’s success or failing and adjusted on a daily basis. We built the audience based on constantly-changing demographics, timings and interest tactics. The results were encouraging, each night during our Summer ’17 season had solid attendance with a few exceptions. We had chosen the most difficult time of year to launch. Summer in Cyprus is for travelling and holidays, so the success we experienced was actually against the odds.

Posting on Linkedin, Instagram and Twitter was another tactic. Several of the posts took off on Linkedin because of the project’s innovative character and the good wishes of the business community. In the tough times that followed the economic recession and financial crash in 2013, new businesses are more in danger of failing than ever before, so the business community is seeking signs of life and vitality!

Press releases were shared on Social Media, giving them more exposure to the journalists and bloggers who use these channels. In recent years, Social Media has become a source for journalists and in spite of all the talk of fake news, the genuine stories still have an audience. By the way, the disinformation campaigns that run regularly on Facebook are the topic of another article!

The biggest take aways from our soft launch campaign were:

  • Communicate. Communicate the good and tough times on Social Media. You’d be surprised at the support you can receive.
  • Spend a lot of time Boosting and Advertising on Facebook.
  • Avoid guilt tripping people who appear to ignore your promotions, they are often not online or simply interested in another event. Build relationships, don’t tear them down with negative messaging.
  • Man your Facebook Page Inbox, don’t abandon it.

The message to other creative musical ventures: make Social Media your central stage and the core of your marketing mix, when done correctly, you won’t be disappointed.

Sarah Fenwick is a marketing communications consultant offering services to digital marketeers, and the author of the E-book ‘How to be a Holistic Digital Marketer’. She has 25 years in the media and the arts, and is a practicing journalist and a jazz singer.

Email: jazzartscommunications@gmail.com 

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How Facebook Reactions Affect Social Strategy

By Jazz Arts & Communications digital marketing communications consultant Sarah Fenwick

Facebook is testing Reactions in Ireland and Spain, it’s a new range of emoticons intended to add to the existing Like/Thumbs Up button. The innovation comes on the back of less engagement to the constant stream of posts in one’s newsfeed, and is a solution to the problem of more complex and emotional events, such as the announcement of a death, illness or disaster.

The range of Reactions can be seen in the video below, and are Like (thumbs up), Love (heart), Haha (laughing face), Yay (smiling face), Wow (astonished face), Sad (sad face) and Angry (red, frowning face).

The question is: how will this impact marketing messages? I’ve based my analysis on a few different elements:

  • People ‘Like’ posts to show support for their friends and brands to which they are attached, and likes are used as a brand impact statistic.
  • Likes are an indication of popularity and social acceptance by different networks within Facebook.
  • Likes are a positive reaction to a brand and an indication of awareness and interest.
  • Likes enhance a brand’s reputation while giving it more exposure to the fan’s friends and groups.
  • Likes keep the mood positive but lack other social reactions.

With all this in mind, Reactions will bring new complexity into analysing Facebook engagement for brands. Negative reactions like anger and sadness can impact on a brand’s reputation, and could be used maliciously, so posting is going to become more of a challenge for social media managers, who will have to be even more careful not to give offence to members of their target audience. Negative reactions can also be seen as valuable feedback and a sign that a company needs to do better to please their target audience. Another thing that social media marketers will have to look out for is the spread of negative influencers or trolls, who are paid by competitors to devalue or defame a brand name. It will be much easier for trolls to create angry or sad statistics against a brand’s name.

Copywriters will become even more important than they already are in creating content for Facebook. Will the classic request ‘please like’ now have to become ‘please love’? How awkward will it be to ask ‘please love this?’ Creativity will be needed!

At the same time, you could ask – where is Reactions different from any other sticker or comment? The biggest difference is that each reaction becomes a statistic to be analysed by social media managers. Since Reactions is going to be aggregated similar to ‘Likes’, then Facebook will give a number for each emotion triggered by a given post.

A reaction can range from the obvious – for posts announcing a death in the family (sad) – to complex; for posts announcing a new product (wow, yay, love). A company launching a new type of shampoo, for example, would be looking at metrics for Likes, Loves, Laughs, Smiles, the Wow factor, Sadness and Anger. A comment or sticker is not aggregated into a quantitative Facebook statistic, unless you count the generic ‘engagements’ stat.

Reactions could be gold for companies doing pre-market testing for different products, but at the same time, it could mean a complete distortion of market reality depending on the size of the sample.

How does it translate into return on investment? ROI is very important for some companies who don’t just see Facebook as a source of popularity and awareness. At what stage of the Reaction scale will the buyer be ready to buy? Love? Wow? What does a company have to do to turn an angry reaction into a love reaction so it has more chance of selling goods and services via Facebook?

These are good questions, and Facebook is itself at the stage of testing them out, so watch this space for follow-up articles on the impact of Reactions.

My e-book How To Be A Holistic Digital Marketer also has tips on Facebook marketing.

Source: CyprusNewsReport.com

Contact us for your digital marketing advice: jazzartscommunications@gmail.com

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Three Crucial Things You Need for Professional Videos

savvas hadjigeorgiou directorVideo production is an easy thing to get wrong, we’ve seen too many brands and individuals whose work isn’t getting any justice because of the lack of production values in their videos. At Jazz Arts & Communications, we believe in high quality video production values without compromise, and here we share three crucial things needed for professional standard videos to improve your brand and reputation.

Jazz Arts & Communications Director/Consultant Savvas Hadjigeorgiou recommends:

  1. Hire professionals with experience in your specific market.
  2. Hire people with creativity who can produce videos in an original way that will catch the eye and attention.
  3. Use a consultant to check production values or make sure your marketing director has experience with video production, which is the way of the future in digital marketing.

In more detail, why should you do any of the above recommendations?

Hiring professionals might seem like an obvious thing to do, but many companies try to use in-house amateurs to make their videos in order to save money or simply because someone volunteered in a well-meaning way. The fact is that it’s more expensive to your reputation to have a badly produced video clip, it reduces your brand credibility to such an extent that it’s simply not worth promoting. Even the most casual-seeming videos, the ones that seem to have been made spontaneously, have many hours of editing and filming behind them, so don’t be fooled by a video that looks easy to make, because there’s a lot of technique behind it.

Hiring people with creativity is an absolute must for your video to stand out from the crowd. Even a simple interview can be done with creativity, we can’t emphasise this enough. Creativity means resourcefully finding ways to communicate your brand in an original and persuasive way so that it doesn’t end up like all the other trees in the forest. Creativity also means making the visuals so impactful and emotionally appealing that they make people want to try your goods or services.

Why use a consultant or make sure your marketing director has experience with video production? This adds an extra layer of quality and ensures that the people carrying out your video productions have high standards for the lighting, sound, camera equipment and crew.

Since video is the way of the future for digital marketing in general and social media marketing in specific, it’s a great idea to follow our recommendations, and even better, contact us to film your productions or be your production consultants in the future. Email us: jazzartscommunications@gmail.com

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10 Strong Reasons You Need a Digital Marketing Consultant

sarah fenwick
Founder Sarah Fenwick

Having worked in senior digital marketing positions for 12 years, I know that marketing is a thrilling process, it’s exciting in that you’re bringing new services and products to the market and watching them grow. On a daily basis, marketers face 100 different challenges; challenges to the company’s reputation, to its sales, to its competitive position in the market, and so many more. Juggling them can be exhausting and even if you have a big team with all the resources you need, it’s easy to lose sight of the forest because all the trees seem to be towering over your head.

The reasons marketing departments or managers need a digital marketing consultant are varied and many, here are just 10 of them:

  1. Building a strategy and clear-cut targets.
  2. Gaining time by avoiding costly mistakes.
  3. Leveraging the consultant’s know-how and experience to your advantage.
  4. Having an expert sounding board to listen to your ideas, instead of a CEO or other top manager who has little experience in marketing.
  5. Coming up with new ideas to expand your existing marketing plans.
  6. In the digital market particularly, research is crucial for keeping up with the latest trends and new marketing products, but marketing managers rarely have time to do this research. A consultant can do this for you.
  7. Advice from a consultant is neutral and removed from office politics, the agenda is more clear.
  8. Digital marketing teams are made up of specialists who can cover small niches of any given marketing project, but a consultant can give you the big picture and point you in the right direction.
  9. Pinpointing weaknesses and recommending ways to improve them.
  10. You don’t have to manage a consultant, saving you time and money.

Contact me, digital marketing communications consultant Sarah Fenwick, today to learn more about how we can work together. My email address is jazzartscommunications@gmail.com

Sarah Fenwick is the author of the e-book ‘How to be a Holistic Digital Marketer’ and worked in senior positions as a digital marketing expert before starting her own company Jazz Arts and Communications – a digital marketing consultancy and video production firm based in Cyprus. 

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‘How to be a Holistic Digital Marketer’

sarah fenwick
Founder Sarah Fenwick

Contact: Sarah Fenwick

Tel: +357 95 147711

jazzartscommunications@gmail.com

www.jazzartsclub.com

31.8.2015

Sarah Fenwick, a leading marketing consultant and co-founder of the Cyprus-based digital marketing communications consultancy Jazz Arts & Communications, has released the new must-read E-Book ‘How To Be A Holistic Digital Marketer’.

Social media marketing becomes ever more important to the success of corporations and individuals, but as it grows, it is becoming increasingly complex. To guide companies which are seeking social media marketing success, Sarah Fenwick has released a new E-Book ‘How To Be A Holistic Digital Marketer’, focusing on the relationship-building aspect of marketing, and offering tips and successful approaches to managing social media campaigns and customer relations.

Sarah Fenwick comments: “Now that social media, or community media, have become so important in marketing, it’s equally important to understand that holistic values are key to persuading members of the community to buy your products or services. In effect, social media brings you into a dialogue with your potential customer that is much closer in nature than television or newspapers, it brings you into a direct relationship with a member of the community.”

Learn strategies for successfully persuading and influencing people to try and buy your products or services via social media, blogs, and many more tactics that work in the digital age. Understand how blogging builds reputations and how video content can make or break your brand on social media. Making the shift from traditional marketing to digital marketing has been difficult for many companies and individuals – this E-book answers many questions on making the transition, and is a must-read for any serious digital marketer.

Marketing communications consultant Sarah Fenwick has been working in senior positions in online marketing since 2004, before social media was even born, and brings a wealth of diverse experience to her new E-Book. Her experience includes many successful online marketing projects in Forex and Binaries, Music, Media, and Online Gaming. Her parallel careers as a jazz singer and journalist contribute creativity and editorial experiences to her marketing consultancy work, which includes building digital marketing departments, Content Strategy, Social Media Marketing Strategy, Search Engine Marketing Strategy and Search Engine Optimisation Strategy.  

‘How To Be A Holistic Digital Marketer’ can be purchased for 25 Euros from Jazz Arts & Communications website:

http://jazzartsclub.com/product/how-to-be-a-holistic-digital-marketer/

About Jazz Arts & Communications

Founded by recognised, resourceful marketing and video production experts Sarah Fenwick and Director Savvas Hadjigeorgiou, the company was established in Cyprus in 2012 and has a mission to take its clients’ international, online marketing communications to the highest levels of clarity and effectiveness as they build their business legacies.

Follow Jazz Arts & Communications on Twitter, Facebook and Linkedin.

Website: www.jazzartsclub.com

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Approaches to Corporate Social Media Posts

Thank-You-QuotesIt’s not unusual for company employees to feel uneasy about posting on social media, mainly because of questions about what is appropriate to write about, and how it should be presented. All these doubts are understandable, so here are some tips about approaching corporate social media communications.

  1. Facebook, Linkedin and Twitter are quite different, so one size does not fit all.
  2. Keep your posts short and concise, while keeping a friendly tone. You might imagine you’re talking to your best friend for a Facebook post, or a valued colleague for Linkedin, for example.
  3. Always illustrate your point with a photo, it ramps up the interest in what you have to say.
  4. Remember that the whole point is to engage other people in a conversation and to direct people to your company website or take some other action to get involved.
  5. Communication is not one-way, so ask for others’ opinions.
  6. Let your personality shine through, nobody likes an anonymous feeling when they read someone’s post.
  7. Yes, it matters if there are spelling mistakes, but there’s always spell check, so don’t be in too much of a rush to post, take a moment to check for any errors.
  8. You can recruit and persuade through social media, so keep an open channel of communication.
  9. Say ‘Thank You’ often.

Most of all, build your confidence by asking for peoples’ feedback on your posts, you’d be surprised at how many people will give you useful and honest feedback.

Contact us today to ask about our social media consultancy services! Email jazzartscommunications@gmail.com

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