Redbridge Online

Tag: marketing

  • 6 Steps to Branding for EDM Artists

    6 Steps to Branding for EDM Artists

    A giant mouse head fist pumped behind the biggest rubix cube ever and the crowd went wild.

    When @Deadmau5 became the house DJ at the 2010 VMAs, electronic music gained mainstream recognition. Today, everyone has a pair of fluffies. And why not? EDM’s recognition in the music industry is long overdue.

    So, what’s the difference between @Deadmau5 and every DJ that hasn’t had the opportunity to play the VMAs? Some produce using the same equipment and have loads of musical talent. Why is he successful when so many other talented DJs still go unrecognized? Well, for one, DM5 is a freaking musical genius and for two, he has those ears that light up.

    But there’s more to it than a sweet pair of ears and a ginormous rubix cube. Deadmau5 has a distinguishable brand and continues to build support by marketing himself successfully. He’s everywhere and doing everything to connect with his followers and establishing his brand. From Facebook to Minecraft to Instagram and gaming – the Deadmau5 brand is in constant interaction with his audience. And, his brand is him. That simple.

    From a marketers perspective, here are 6 things every aspiring DJ can do to keep the dream alive.

    1. Be Professional.
    In every interaction, be respectful, committed and reliable. It’s the foundation for every career. Music is no different. Bring your “A-Game” 110% of the time. If you have an audience of 2 or 2,000, play like you’re playing for your MOM, or someone else of equal awesomeness. You never know who is watching and what doors can open or close based on how you perform.

    2. Build a following.
    Anyway, if you’re professional, that’s half the battle. If your personable, that’s the other half. There’s something mysterious about musicians that makes people wonder about what makes them tick. Establish portals (not the game) for people to connect with you. A website is a must-have and can serve as a central hub for your musical marketing efforts. And push your music out to the world wide web – it loves great stuff. YouTube, Vimeo, Twitter, Facebook…and pretty much all things social media.

    Music and dancing are personable and social – so make your music available on those venues and watch as the support grows. I don’t know about you, but I follow all my favs. People want to know their favs and see how they exist in the world. How many people know that Meowingtons has a seriously cush life? I’ll tell you how many…ALOT.

    Social media is amazing for building awareness for your music. And, not just about your music, but about what’s going on in your world so your audience can relate to you as a person — your brand. Trust me, it’s a good thing, even though it can be time consuming. If you don’t have a ton of time and do NO other social media, I recommend;

    – Facebook Page
    – Twitter
    – Instagram
    – Soundcloud

    Post at least once a day, except on Soundcloud. Soundcloud, just stay active and upload new music as you complete it.

    3. Make your music accessible.
    Seriously, you might end up in the right place at the right time…and if someone says, “Where can I go to listen to your music” you should be able to hand them a jump drive or direct them to your Soundcloud. And have a business card that shows you’re taking your music serious. Again, be professional. Make it look like you and gave it the same amount of professionalism that you put into your music.

    4. Make media connections to distribute media kits to
    Uh, the big part of getting your name out there is getting your name out THERE. Get active in the local music scene. Connect with local newspapers, magazines, venues, radio stations, etc. When something newsworthy comes your way, let your list of connections know. But remember, they’re busy doing news-y stuff so be relevant and succinct. Don’t fire off an email to your connections because you’re going to be playing at the same venue you always do. As much as your following wants to know those things, your media connections are looking for stories that will get both you and them noticed. So…wait till epic happens and grab the nearest megaphone to share the news.

    5. Create marketing materials…aka GEAR.
    Design a website and some tshirts. Burn some CDs. There’s so much…MUCH.

    6. Be YOU.
    This is the most important thing I’m going to write. Be yourself. You are your own story. Tell it. What are your ears? What’s unique about you that comes out in your music that no one else has. Know what it is about your music that makes people stop and listen and want to share. If you don’t know, ask. Music is a very personal expression so in order for your listeners to get invested in your music they need to understand and relate. We’re all humans with the same range of emotions. Share the emotions behind what drives your music and people will know it’s genuine and react. Be yourself. Know who you are, why you play, and what’s inspiring you.

    If you happen to rule at Destiny, drive an energy-efficient car, like Charlie the Unicorn, or just got the new iPhone6 Plus…share that. People like to know what makes you tick. And they’ll love you and your music for just being you. :)

    So, if music is your dream/passion – be yourself and be professional and do everything you can to make the dream come true.

    My favs:
    @Deadmau5
    @Kaskade
    @MorganPage
    Ridium
    Evan Alexander (Seriously, when it comes to Step 1, this dude is the epitome of professional. You’ll want to work with him.)

    Oh, and…don’t stop believin. :) Hard work and perseverance will open doors.

     

    PS: If you read this and want to get started but don’t know how/where – you can email me.
    PSS: That is NOT the real Deadmau5 in the picture, nor do I do any of his marketing. Buuuuut, his brand is so recognizable, that I bet you saw it and thought it was. I’m telling you, he’s a marketing GENIUS!

  • Sustainable Marketing in 3 Steps

    Sustainable Marketing in 3 Steps

    I may have mentioned a time or two, I pretty much love Earth…leaves, butterflies, oxygen…love…all of it. So, yes, I’m pretty passionate when it comes to sustainable marketing practices.

    Before I became the CEO for @redbridge, I was a marketer of energy-efficiency programs. I called what I did, saving the world one kwh at a time. Anyway, when you promote energy-efficient products and choices you need to lead by example or people get skeptical. Nobody wants that.

    My 10+ years of sustainable marketing practices can be boiled down into 3 simple steps. Here they are:

    1. Think “green” brainstormy thoughts!
    2. Design to make green “the new black”.
    3. Buy green. It’s just nice. :)

    Have I wowed you with my brilliance yet? Well…I hope NOT because I can talk about this ALL DAY! So, here I go, the 3 secrets revealed in 5…4…3…2…1…:

    1. Think “green” brainstormy thoughts!

    In my perfect world, a marketing plan serves as a road map for upcoming marketing activities. You’ve planned out as far as a year in advance. Relaxed brainstorm sessions happen in the quarter prior to the deliverable’s deadline allowing you to glance out further in the timeline to see if there are other materials forecasted that can be combined. I also have a pet unicorn in that world.

    In my real world experience, you plan out as far ahead as possible and stay flexible. So the more you can think green thoughts on the fly, the better Earth is going to get. Whether your next item is well-planned, or a marketing emergency, consider what you’re trying to accomplish and how the end result can be created, greenly. For instance:

    • Email vs. Direct Mail: Get email addresses for your target audiences and send email campaigns versus direct mail. They have similar return rates, AND e-mail can be re-purposed easily for a follow-up emails. It’s also got analytics for capturing data and saves paper and ink.
    • Web ad vs. Print ad: Think about it…you can be more targeted, include animation and capture analytics. I’m giddy just thinking about the possibilities! Animate a .gif, or better yet, add flash or link to a video that shows your audience how much you love them. Expand your advertising dollars by linking your ad to an even more targeted page inside your website etc., etc. That’s…uh-mazing!
    • Web-based contest vs. Print: Printing can be both beautiful and expensive. Why not create a wildly exciting web-based contest solutions and encourage users to forward their invite to non-participants? Use Scvngr and create a web-based n hunt and get your participants interacting in all sorts of picture-taking, webby goodness. Or, maybe create a video contest. Here are some cool samples of how others like are doing it. Go @Zappos!Web based contests can increase activity without increasing budget. You could have a full-fledged viral contest without adding labor resources or printing dollars. Analytics provide direct return on investment results. And, by letting technology do the work, your resources are freed up to focus on the next great thing.
    • Online forms vs. Printed forms: This one should go without saying…direct input to database…genius and earth-friendly. And think of the paper you’ll save! You stand to benefit from real-time data and your customers will love that you’ve sped up rebate processing times. It’s a Win-Win. Even Steve Covey would love that!
    • Less deliverables vs. more: Why create a multiple pieces that serve the same purpose as one. Sustainable marketing encompasses more and lasts longer. Think “timeless content and multi-use materials” and watch your marketing dollars stretch.
    • Online events vs. In-Person events:Cloud computing has enabled conference hosts to stream live audio, video and collaboration of events.  Companies like Social 27 have created full-fledged ways to share valuable knowledge over the world wide web while saving attendees travel expenses. It’s the ultimate “green” conference.

    2. Design to make green “the new black”.

    You know black. It’s always in, always sexy, and always in demand. Well, let’s bring green’s sexy back, yes?

    There was a time when making green materials meant spendy and with some quality sacrifices. But great news…those days are history. There are so many cost-effective and beautiful marketing alternatives that are eco-friendly. And not just digital solutions, marketers have an opportunity to take green marketing to a whole new level. From concept through production, there are tons of things that can be considered.

    • Size to maximize paper usage. Yes, bigger is big, but take creativity to the next level. Instead of producing a single sheet 8.5×11, consider minimizing content at half the size. Work with your printer to find out what sheet size the project is printing on in order to get the most from one sheet. If you can get two by reducing the size by a 1/2″, why not? You’ll save materials and cost. :) Uh…yay!
    • Paper materials. Recycled paper stocks are available for all sorts of things. Eco-friendly doesn’t have to mean that your materials look like chipboard, even though chipboard can be pretty, too. @NewLeafPaper produces Reincarnation paper stocks that print beautifully, and feel like velvet…velvet. Recycled paper is available in cover and text weights. There are also biodegradabe substrait substitutes for Banner materials and event very beautifully done event displays – all earthy-goodness. Whoda thunk?
    • Design for long-life. As you’re developing your marketing plan, look at the current materials, but also see what you’ll be developing further out to see what you’ve got on the radar. Consider what materials could be combined into multi-use items.

    3. Buy green. It’s just nice. :)

    Everyone says buy green, right? And it means a LOT of things to different people. Here’s my interpretation…

    • Use recyclable materials. If you’ve got a short-term promotion, create marketing materials that can either be reused or will easily break down into the environment. Vendors usually have recycleable substrate options on hand or easily accessable, so ask for an environmentally friendly option.
    • Consider environmentally friendly promotional products. Think about what products can be both useful and and memorable to your end user and work with a vendor to see what sustainable products are available that fit your needs. Stress balls and those little flashlights are inexpensive and fun, but when we’re 100, there’s a pretty good chance, they’re still going to be in a landfill.
    • Give love to local. Local vendors mean a few things…support for local businesses and no shipping. And, look for FSC Certified vendors…that’s gold star worthy. Establish ways to dispose of used materials in sustainable ways. Include messaging on your materials to let users know where they can recycle.

     

    So there you go — 3 steps — planet…saved. Feel free to comment with additional ideas! And if you’re interested in greening up your marketing, let’s connect! Ooh…and if you want to know if I’m paid to promote the companies/products mentioned my answer is…Nope. I just love what they do and how they do it. Earth does too.

  • Using the 5th “P” to Put a Ding in the Universe.

    Using the 5th “P” to Put a Ding in the Universe.

    Put a Ding in the Universe. Use the 5th P’s.

    On Wednesday I received a random text from a 17 year old that inspired this post.

    17 year old text – “What are the 4 P’s?”
    My text reply – “Easy…Price. Product. Placement. People.”

    Yup, got it wrong. The 4th P is actually promotion. And I DO marketing for a living!! So, crash course in the 4 P’s it is. Here we go. There are four critical elements needed to market products and services. They’re called the 4 P’s.

    1. Product – Do you have a product that is wanted or needed by an audience?

    2. Price – Is your product priced at an amount that your audience will consider affordable and worth their money?

    3. Place – Is your product available at a place where it can be purchased by your audience?

    4. Promotion – What are you doing to let your audience know that your product is available for them?

    I’m keeping the 5th P. It’s pretty genius. I mean, without people, the other 4 p’s can’t exist.

    5. People – Sellers of the product. Buyers of the product. Marketers of the message. Audience of the message.

    No matter which of the 4 P’s are being focused on, it’s people who make products successful. Know your audience. Who buys your product and why do they buy it? Is it something they need or does it satisfy a want? How badly do they need or want it? What is it about using your product or service that satisfies that need? Interacting with your audience provides valuable insights. Form a relationship with them so they’re comfortable giving you feedback. Listen to their suggestions. Thank them. Act on their requests. They’ll love you and your product a TON if you do.

    Pricing can be tricky. It’s important to know that there is always an exchange, whether it’s monetary or not. You’ve invested time and effort in the development of what you’re selling and should be compensated for it. Know your audience well enough to know the value of your product to them. Both buyer and seller should walk away from the transaction satisfied. There is a middle ground where you both agree that what you’re selling is worth what they’re buying. Find the middle ground and it’s a win-win.

    Your customers have likes, dislikes, hobbies and interests. Life is busy and fast. We’re told to stop and smell the roses, but often times there aren’t enough hours in the day to do that. So make buying and using your product easy for your customers. Know where they live and how and where they carry out their daily activities. Be where they need you to be to make buying easy.They’ll love you. And they may even get some time to smell roses as a result.

    In 1984, Apple bet the farm and spent a kagillion dollars to talk to its audience in a :60 ad during the 3rd quarter of the Super Bowl. It said, simply, “On January 24th, Apple Computer will introduce the Macintosh. And you’ll see why 1984 won’t be like “1984.” Apple had taken the time to get to know their audience and in 60 seconds, launched the company into a technological dynasty that put a dent in the universe. So…long story short, know your customers well enough to speak to their needs in a language they understand and in a place where they are likely to see it.

    Be crazy enough to want to change the world. Use the 4 P’s and your path will unfold successfully. :)

    “I want to put a ding in the universe.” – Steve Jobs. Mission accomplished.

  • Product Review: Postcard on the Run App (genius!)

    Product Review: Postcard on the Run App (genius!)

    The absolute greatest thing EVER happened! My, now fiance, Eric asked me to marry him…on the red bridge*…and I was wearing a SpiritHood…and there were sea lions down below the bridge…swimming. And we have pictures of THAT moment!

    Attention Selena Gomez, you just invested in the best company EVER!

    Postcard on the Run preview

    So…after the magic moment, naturally I posted and shared with all of my social media accounts. Hmmm, I’ll be honest, in my excitement I didn’t immediately call my family and they were less than pleased. But…crisis averted, calls made, people forgiven. Except, my grandma. She’s 86 and hasn’t realized the magic of #Apple and the world wide web just yet. She prefers mail to calling.

    So when I heard about the FREE Postcard on the Run app on Twitter I downloaded right after I sent a “woohoo” text to @POSTCARDing expressing my gratitude (to which they promptly responded with a thank you). It might’ve taken two minutes before I was opening the app and gearing up to send my grandma the best postcard of my LIFE. Oh…for $0.99. Postcard on the Run is the perfect solution to the busy techy with moments to share and not enough time in the day.
    (Download now at http://postcardonthego.com/)

    Postcard on the Run previewUnfortunately, I wish that I could have a LOT of moments for life (shout out to @NICKIMINAJ1Luv). My phone was packed with 10,000 pictures. Everything from Norbert, the Gnome on his epic vacations to the view from the 86th floor on the Empire State Building gets shared with random @Foursquare, @Instagram and tweeting people. When I touched the “Use Existing Photo” button the app froze. I sent a reply back to @POSTCARDing about what had appened and they responded right away reassuring me that they wouldn’t sleep until the problem was fixed. We sent a few emails back and forth and agreed that the number of images might be causing the freeze. It turns out 10,000 great moments on an #iPhone will not only cause your phone to randomly rebuild the image library on occasion but will also freeze the Postcard on the Run app like nobody’s business. Aside from the initial freezing on behalf of my picture hoarding there wasn’t a downside to this app.

    On the cup half full side, Postcard on the Run is a low cost way to send personalized postcards to people you care about. The interface is intuitive, the app is available on the app store. It’s fast and it’s easy to download and use. The attention to detail and level of customer service is amazing. On the security side, your information isn’t stored. In terms of quality, if an image is used that isn’t high enough resolution, the app will reject it, ensuring that when your reader gets the card, they see a sharp and professional looking postcard that you can sign, add a personal message to and preview before sending. My grandma’s going to be super excited!

    I’m probably going to be an addict so, send me your address. I’ll send you a postcard.

    And, if you love that wolf hat, you can buy one at www.spirithoods.com.

     

  • Epic QR Code-yness in 4 Quick Tips

    Epic QR Code-yness in 4 Quick Tips

    Yoda likes QR codes too.
    Ok, you got me! I LOVE the scan-able little black and white squares that bridge print with technology. How did marketing ever exist without them?! How long will they be around? And how do they work?

    I’ll admit (sshhh…) I’ve had some QR code fails and spent more than a few hours getting Google to cough up everything it knows about creating, tracking and best practices for these mysterious and wonderful squares. And great news – I’ve condensed all the research, failure and smashing success into 4 Quick Tips.

    4 Quick Tips

    1. Know your audience. QR Codes aren’t for everyone. If you’re audience doesn’t have a smart phone, then they will never know the pure genius you’ve included for them by way of QR codes in your marketing materials. So, know who you’re talking to in order to ensure success. It’s also helpful to include instructions in your materials to help your users know what to do. This can be as simple as two words, “Scan me.”

    2. Create the code. People are doing amazing things with QR codes, and others are simply using the black and white squares as is. Goo.gl has an excellent feature for shortening links and generating QR codes. Even the most colorful QR code centerpiece ad begins as the black and white code you can generate in using Goo.gl. tool. A word of advice: If you’re changing any elements of the qr code, be sure to test as you go to make sure it continues to scan successfully. Nothing’s worse than spending hours rounding corners, colorizing and dragging points to find that your masterpiece doesn’t work in the real world.

    3. Reward the user. They’ve taken the time to get out their phone, point it, scan the code and then view your content. So make sure the destination is an experience worth their time. Don’t just take them to your website, take them to a page or video, or survey that was specifically created for them. It’s your chance to interact directly with your customer, so don’t just hand them a brochure and walk away — shoot the breeze with them and let them know that from this moment on, you’re besties!

    4. Track the results. Oh, right…results. We all want to know if what we’re doing is actually creating a return, so do what you have to do to make sure you’re capturing results. If the QR code is taking the user to a survey, welllllll…this is your opportunity to get to hear their feedback. Create custom 800 numbers. Make custom web pages and track traffic with Google Analytics. And speaking of Google, if you do use Goo.gl to generate the code then it’s tracking scans for you as well! It’s a win-win!

    And…that’s my version of Everything You’ve Ever Wanted to Learn about QR Codes in 2 minutes or less. :) May the Force be with you.