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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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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Savvas Hadjigeorgiou – Director

savvas hadjigeorgiou
Savvas Hadjigeorgiou

Savvas Hadjigeorgiou – Director, Production Manager inspired by quality TV and video production

“The secrets of good directing are something so simple and important to me, getting it right starts with a true understanding of these principles.”

Savvas has worked at Sigma TV in Cyprus for many years, and has a great deal of experience in documentaries, prime-time television shows, magazine shows, news and informational shows.

He studied Film & TV Production at Hofstra University in New York, and is an experienced script writer.

Savvas is recognised as one of the leading directors and television experts in Cyprus.

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