Summer Baycation Tourism Video – Sponsorship Opportunity

BFresh.Media is looking for a sponsor for our "Summer Baycation" tourism and lifestyle video of Collingwood and The Blue Mountains. We have big plans to create a new viral campaign and you could be the headliner as Presented By.

This campaign is based on a proven concept that generated over 10,000 views in 10 days with our Winter Baycation video. It all started when our Newfoundland (in ten days) video had viral success with now over 585,000 views on Facebook. Because the video was just for the fun of it, we wanted to see if it were possible to commercialize this concept and repeat that success. Winter Baycation was that test and it was very successful. In 10 days it reached over 20,000 people and generated over 1,000 engagements from likes, comments and shares, all organically. Here it is for your viewing pleasure:

Experience The Lifestyle

So why does this concept work? Well it is designed to be fun, fast, and entertaining plus include lots of people and businesses who will want to share it. That’s the key. It is very different from most typical tourism videos because it focuses heavily on the experience in a very up close and personal way.

My only regret with the winter video is that we released it very late in the season on February 13th and within 10 days, our winter and thus the video views, had ended. So I don’t want that to happen again with the summer version. Which means the clock is ticking and we will aim to shoot mid June to get the video out by early July when summer holidays are in full swing.

OUR GOAL IS 100,000 FACEBOOK VIEWS

Who Are We Looking For?

We want to connect with a business who understands the value of sponsorship and brand advertising and we will work with you to ensure you have lots of coverage and final approval before the video goes out. So obviously a Tourism Association, a Real Estate office, or a Resort might be a good fit but if you think your business would benefit, we want to talk... and soon.

Sponsorship Fee - $3,500 (+HST)

The sponsorship approach is a way to have a video produced for a fraction of the price. Consider how much time and energy goes into a 4 day shoot and then a massive edit that consists of hundreds of clips. Not to mention the pre-production scheduling and planning that it takes to actually put this together. To purchase full copyright ownership of this video is $10,000. Which is a possibility too but potentially out of range for many local businesses. So the sponsorship is a way to cover our costs while you get the benefit of attaching your brand to a (proven) successful viral video.

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Happy Freakin’ Monday Ep 12 – Top 5 Reasons Why Your Marketing Should Tell Good Stories

Storytelling is part of our evolution. It’s how early humans passed on knowledge for survival and a better way of life. New Research also suggests that within a hunter-gatherer community, a good storyteller is valued above most others. Meaning that community members would rather hear a good story than eat a good meal.

So what does this have to do with your marketing? Well it’s all about understanding human behaviour especially if that behaviour is so ingrained that it dates back to prehistoric times. Telling stories should be a focus in your marketing and here are my top 5 reasons why.

  1. Entertainment.

  • Capturing the attention of an entire audience can be difficult. Especially when it comes to your marketing material. One of the most effective ways to do this is to tell good stories. Focusing on this will lead to higher number of watch minutes, longer website visits, and stronger engagement overall. The reason is that when you focus on the story, the viewer gets drawn in much more than if you share a list of services you provide.
  1. Connect with People On An Emotional Level

  • Although telling sad, emotional stories can be effective I mean that more specifically any good story speaks directly to the emotional core of the brain. The cerebral cortex is responsible for higher brain function; everything from language, to emotion, and decision making. Basically it’s the impulse buying part of the brain that you need to connect with. Not that purchasing from you should be an impulse but it drives all decision making. So if you connect on an emotional level, your audience will be more likely to hold a belief that you are selling something that they need.
  1. People want to share good stories

  • Good stories are a form of social currency. When we hear good stories we want to share them because it provides us a lot of benefits. Benefits like social status and being in the know. Remember that study I was talking about? Well one of the ways they came to their conclusion was that they gave rice to villagers to share with anyone they wanted. What they found was that  those who were identified as being the better storytellers received more rice than anyone. So it’s not surprising that we all want to be perceived as a good storyteller.
  1. Stories are memorable

  • There is a very good reason why early humans used stories to share lessons about survival, morals, and values and that’s because they are memorable. Before written language, all we had was the tradition of telling stories and often those were passed down from generation to generation. How that was able to continue is by memory alone because good stories stick with us.
  1. Most Effective Way to Communicate.

  • Think of your Brand as the moral to a good story or the lesson or Takeaway. You want people to know who you are and what you stand for, a story is the best way to convey that message. It really comes down to all of the above. That’s why storytelling is effective. Because of our own history and evolution, because of the way we are wired to respond to and consume stories, it is hard to deny that can be extremely effective.

When you’re looking for inspiring stories to tell, you often don’t have to look very far. Start with origin stories of your company, including your people or products. Dive deep to show us where that passion and drive comes from because at the end of the day your audience isn’t going to connect with just features and benefits or a list of services. They are going to connect with the people and the great stories they have to tell.

See you next week!

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Happy Freakin’ Monday Ep 11 – Education Is The New Sales Pitch

Am I alone in thinking that if someone is pushing hard to sell me something, then it’s probably because I don’t really need it? I think a lot of people have an aversion to the sales pitch because we can often see right through it or maybe it’s because I struggle with sales myself that I feel this way. That’s right, I said it, I am not a strong sales person. It is a sad truth that I have lived with my whole life. So how have I managed to build a growing media production company without pushy sales tactics?

I didn’t always know I was bad at sales. When I was younger, I wanted nothing more than to be an artist. I spent most of my twenties drawing, painting, and even creating furniture. I lived the starving artist life, I even had a studio in a dark, dingy basement, in a wonderfully shady part of Toronto. Like when I say shady, I mean a drunk guy once had a bottle smashed over his head outside our door and I had to leave as the paramedics were wrestling him onto a stretcher to try and help him... this was in the middle of the day. That’s how bad I wanted the dream.

But in the end, I never “made it” as an artist and I know exactly why. The number one reason that I didn’t find success as an artist was not for lack of talent, but because I was not very good at sales. Correction, I was terrible at selling, especially when it came to fine art.

I did countless art shows including the New York Art Expo and whenever I exhibited my work I always had this thought that, because art is so subjective, you will either love it or you won’t. Therefore anyone who loves it should simply want to buy it. But of course that never happened.

Looking back on my inability to sell, it’s ironic to think that I also used to work in retail sales. I wasn’t any better but I found that what I really excelled at was building relationships and educating customers on their options to help them make the best purchase for their needs. I don’t think my employers liked me because I never sold what they wanted but instead what the customers needed. For example, you know that protection plan that electronic stores always try to sell you? Ya I never sold that because I didn’t see the value in it for the customer... I saw it for the cash grab that it is.

When I eventually landed an account management role at a marketing agency, that client relationship focus is exactly what led me to succeed. Yes there were sales pitches and upselling but I never thought of it as selling but rather, educating. Here was something that I could see the value in for my clients and they trusted me to guide them in the right direction.

Educating clients has been my key to sales ever since and it is exactly why content marketing is so effective. Because again, the focus is on educating an audience to know what they need and why. All the while, building and establishing a relationship so that you will be the first person they call when they’re ready to buy.

Now I’m not saying you should simply wait around for them to make the first move. Don't make the same mistake that I did as an artist, but remember that when you do pitch to them or offer a promotion, they will be more receptive and won’t immediately put their guard up. Why? Because now they trust that you can help them make the right choice... and not buy the protection plan... seriously, ask an insurance broker if they can protect your property for a hell of a lot less.

See you next week!

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Happy Freakin’ Monday Ep 10 – How To Write A Content Calendar

If you’re anything like me, you probably dove headfirst into a content strategy without much of an overall plan... In which case, it’s not really a “strategy” at all but more like systematic content creation. Well the good news is that it’s never too late to take your content marketing to the next level with a well thought out content calendar.

A Content Calendar is a crucial part of developing your content marketing. It is a road map, almost like a business plan that will help guide you and your team (if you have one) to more efficient and more effective content.

How? Well organizing your flow of content months in advance will help ensure that you always know what you’re posting and when. Plus you can even produce content in bulk for distribution at a later date. Think of how much time that could save. Instead of spending hours on trying to find a last minute topic, you can focus on actually producing good content.

Not to mention it will ensure that you never miss important dates. There are so many annual events, and milestones, seasonal trends, that you can leverage but not if you don’t plan ahead. I mean today, May 14th is in fact Dance Like a Chicken Day so you really wouldn’t want to miss out on that.

By planning in advance, you give yourself more opportunity to develop meaningful content instead of doing what I did last week which was a 100% result of poor planning. It was a non-episode to publish my realization that I need a content calendar.

So here is what you need to do to get started:

#1 - Research

  • Start by researching your Audience
    • Who are they?
    • What do they like/dislike?
    • What platforms do they use and how do they interact with them?
  • Take a look at your competition or allstars that you might follow  
    • Have a look at what others in your field are doing not to copy but maybe get some inspiration
    • Who are your Content Creation heroes? Perhaps they can provide some inspiration as well.
    • You might do something similar but add your own unique perspective and experience. That’s what people will come back for.
  • Look at your own existing content
    • What has worked and what has not?
    • What could be re-purposed or updated?

#2 - Planning

Now what you might find at this point is that if you have not completely flushed out your concept then you will feel the need. If you have not already you may want to explore some questions like:

  • What is your goal? And how will you achieve it?
  • What is your tone?
  • How will you create consistency?

Knowing more about your audience and what they like/what content resonates well, will help you flush out the answers to those questions.

#3 - Now You Can Create Your Calendar

Start by laying out your calendar in a document or spreadsheet. I used Excel to easily layout episode number, date, topic and additional notes and helpful links. Then add in major events like holidays but don’t forget about:

    1. Marketing campaigns
    2. Product Launches
    3. Conferences or trade shows
    4. Relevant world events

Next start brainstorming new ideas. Ideally you would have come up with several from your research but when in doubt, go back to that foundation and maybe dig a little deeper. Look for common problems that your audience might have which you can help them solve.

Try to plan out at least the first few months of content. The thing to remember is that now your calendar has been started, that planning, creation and scheduling should be an ongoing exercise worked into your routine.

Once you see the benefits that this planning has on the your marketing you will definitely want to keep that up or find yourself scrambling the night before to plan out tomorrow’s post. But hey, when all else fails, there’s always the chicken dance.

See you next week!

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Happy Freakin’ Monday Ep 9 – Nothing to Talk About

I won’t lie, I left planning this video to the last minute and guess what, I have no idea what to talk about this week. That’s why “write a content calendar” is at the very top of my to- do list.

When it comes to procrastinating the planning phase I can be just as guilty as anyone. When I started this video series, I wasn’t even sure if or how I could keep making videos on a regular basis so I just jumped in head first to see what would happen. I mean, seriously, I didn’t even bother showering first...

Now here we are, episode 9 and I’ve figured out my workflow to keep them coming (and hopefully improving as we go) but I’ve still neglected to plan out the most important part which is the content! If you can imagine, it can be really time consuming and risky to try and develop a subject for a video series the night before. So that’s why I’m going to be spending some serious time on developing my long term plan and I suggest you do the same for any marketing campaign, not just a content strategy.

Planning a campaign will help you look at the big picture and establish targets. Because what good is any marketing if you can’t measure and improve on the performance? The plan is like a road map to your success. Not to mention it’s a great way to improve efficiency and brand consistency by always knowing what’s next and not missing a beat.

Simply put, it’s the best way to avoid being me in this week’s episode with nothing to talk about. It doesn’t have to be difficult either, just a subject and some key points to kick start your creative flow. Think about key dates like holidays or anniversaries or other key dates like tax season or whatever else might be relevant to your audience.

So stay tuned for next week when I elaborate more on “How to Write A Content Calendar”. If you have any suggestions for topics that you would like me to discuss, leave me a note in the comments below. Until then, have a Happy Freakin' Monday!

See you next week!

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