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.



15 Minutes of…Privacy

andy warhol social media

The master of pop culture and famous American artist Andy Warhol said that in the future, everyone will be world-famous for 15 minutes. If he were alive now, Warhol would have been satisfied to see his prediction come true.  Indeed, since 2004, with the launch and popularity of social media like Facebook, each individual in the 21st Century has the potential to be exposed to many more ‘eyeballs’ than before and become famous. His comment can also be turned on its head…in the future, everyone will be private for 15 minutes.

Nowadays, your mobile phone automatically connects to Wifi or 3G, and your location settings announce to your Facebook friends that you’re checking in at an airport, restaurant, or bar. You’re having public conversations every day, and participating in other’s public conversations and debates or controversies. Well, the celebrities have to employ armies of PR people to get that kind of exposure in the traditional media, yet on Facebook it’s available to everyone.

The implications of this phenomenon are enormous, not only for digital marketers, but for the construction of an international community, the creation of a virtual Tower of Babel, if you will. Facebook’s mission is to give people the power to share and make the world more open and connected, by and large, it has succeeded, judging from the one billion international users it has.

For marketers, this has become a goldmine, with many of them starting new careers and the younger generation of marketers being now able to gain a competitive edge because they come from the Facebook generation. Social media has become a field of study in universities, and Facebook is increasingly a channel for advertising, sponsoring, and other types of marketing messages, many of which intrude on our timelines and private messages. The mainstream media is increasingly taking stories and quotes from Facebook – in one recent example, the media in Cyprus made much of the last Facebook post made by a defendant on trial in Limassol for murdering three people. His last post? A picture of a noose.

For some people, it’s all too much. I’m seeing my Facebook friends taking a break from the medium, saying they’re tired of the constant communication, feedback, messages, and need to be liked. They feel that technology is taking over and they want to go back to living their lives pre-Facebook. In life, when you lose a friend to distance, changing circumstances or their personal decisions, it’s a painful thing, and I noticed that it’s no less painful when someone makes the decision to leave their Facebook relationships behind. And yet, it’s somehow more easily done because there’s a perception that Facebook is less ‘real’ than other types of relationships. Like celebrities who deplore the paparazzi following them everywhere they go, there are some people who are rejecting the constant bombardment of marketing messages.

How do these factors affect brands on Facebook? How can marketers reach a balance between getting their messages across and not being intrusive or annoying? Of course, a Facebook user could simply switch off notifications from your brand’s page, but that’s hardly the desired result. Here are three tips to ensure a sustainable relationship between your brand and your Facebook followers:

  • The need to build a long-term relationship with your Facebook fans has not changed, what needs to change is the level of meaning you bring to their lives. Post about your corporate social responsibility projects and your values, when the posts are well imaged and written, showing that your brand is doing social good, they can make a positive impression on people. Be respectful to those people who take the time to interact with your page, this adds meaning and value to your relationship with them.
  • Respect people’s need for privacy, if your advertising message is going to show up in their News Feed, make sure it’s something genuinely relevant and interesting to them, not just a call to action. This will increase engagement and build your brand’s relationship with them.
  • Get permission. Don’t add people to groups unless you have their permission or you know that they’ll really like them. Don’t tag them unless it’s something you know they’re interested in and don’t tag total strangers, it’s clumsy.

My last point on this topic is that everyone has the right to privacy, so marketers need to respect this, or risk being in the same situation that the television stations are in – zapping when the commercial comes on.

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.




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.


Contact us for your digital marketing advice:


Financial news in marketing communications

forex binaries content

By Sarah Fenwick

There’s a wealth of ways to spin-off big breaking news stories for different content in the Forex and Binary Options industries, here are just four of them:

Blog about it.

Provided your company has a talented writer on call, a blog is a great way to show your company’s expertise and timely response to big market news. If your blogger can show a different angle on the news topic, that’s even better for positioning your company as the expert in Forex or Binaries.

Blogs are also helpful for good search engine optimisation (SEO), but make sure the main focus is on insights and not on keyword stuffing, which makes for tiresome reading.

Add your blog to social media channels.

Share your blog on social media like Facebook, Twitter or Linkedin, you’d be surprised at the response. Experienced traders and beginners are always looking for useful information to guide their decisions.

Communicate with your customers.

Share your blog with your clients in a newsletter or through your sales team, to build the relationship in a constructive and influential way.

Make a video about the topic. 

A video is a great way to communicate with your company’s clients and target audience, and once again, shows expertise, which builds trust.

Thanks for reading. Don’t hesitate to contact me to talk more about our marketing communications consultancy, content and video production services, email: or click here to follow Jazz Arts & Communications on Linkedin.

Sarah Fenwick is a marketing communications consultant, journalist and jazz singer, not necessarily in that order. To learn more about her services, visit


Achieving Cut-Through in Your Social Media Communications

sarah fenwick
Sarah Fenwick

Social media statistics are daunting and incredibly tempting – all at the same time. Facebook has over 1.5 billion users, Twitter has over 550 million users, and Google+ is used by 359 million people. As of 2014, these channels became increasingly commercial. Facebook introduced new rules for post exposure, limiting it considerably unless posts are paid for or ‘boosted’, and Twitter raised the profile of their sponsored services.

Sending promotional messages on these social media is a delicate balancing act because it’s all about peoples’ relationship with the brand or individual who wants the exposure. Blatant advertising messages are not social-media friendly – you’d hardly walk up to someone at a social event in their living room and blurt out “20% Off On Your Next Purchase of My Stuff!” would you? You’d either get ignored or kicked out, neither result is desirable. Instead, the messaging needs to emphasise the relationship-building aspect of asking for business, in other words, emphasising the benefits you can offer and solving someone’s problem.

This is the way to cut through the mass advertising messages that are a daily part of someone’s social media life. Social media channels are particularly good for this approach because there is so much information about a user’s tastes and interests, so writing and creating the right message becomes easier – simply think about what they like. Are they music lovers and are you a musician? Perfect, communicate your passion effectively, and your audience will respond.

Cutting through all the online social media noise is rather like being at a loud cocktail party; everyone’s chattering away, following their own agendas, networking like mad, and yet it is the person who is late to the party and makes a dramatic entrance who gets the attention. How does this work? Quite frankly, it’s about being different and about having something to say about yourself that stays in peoples’ minds. All the positive social skills are required here – a flair for drama, charm, timing, attraction, a sense of humour, tact, strong relationships, diplomacy, friendship, discretion, authenticity, showing support – these traits bring value to a social media campaign.

Whatever you do, don’t become part of the background white noise, make a difference with your campaigns by cutting through clearly with your messages.

Sarah Fenwick is a marketing communications consultant, jazz singer and journalist, not necessarily in that order. For inquiries, email her: or connect with her on Linkedin.



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

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. 


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