Happy Freakin’ Monday Ep 13 – Recipe For Marketing Success

Today I am making an entrepreneurial breakfast and i wanted to share with you my recipe for Marketing Success. A delicious recipe that has been perfected over many years as a business marketing and video professional, plus it’s vegan and gluten free.

My company BFresh.Media is a video production and creative agency so as you can see I have stepped up my production quality for this morning’s video for a very special episode.

Let’s get started. All good marketing starts from the ground up with our branding ingredients. Branding base is made up of one part Creative Concept, you know catchy name and what you offer that sets you apart from your competition. Then you want to add in 2 parts Business Planning - an understanding of how your business will operate and where you want to take it in the future. Planning can be very dry but it’s a crucial ingredient that’s going to hold everything in place. Next add in one part Execution. You know it’s one thing to say you offer the best product or service but it’s another thing to actually deliver the best. Then you're going to want to add a generous amount of good Customer Service. A lot of people don’t think about customer service as a branch of your marketing but it most certainly is and will add a lot of sweetness instead of leaving a sour taste in the mouth.

Next you're going to add a teaspoon of Great Design and that’s also going to help things stick together especially when it rises. Then add a pinch of salt, that’s for flavour of course. 

Then in a separate bowl you want to start with 1 cup of your Target Audience. Next we will add in a good amount of Insight into who they are and what they like and how they should respond to your advertising. You want that to soak for a while so it absorbs a lot of that important data. Then we’ll add a Measurable Goal. Now in this case we’re using new Facebook likes and YouTube subscribers as our goal but you can substitute that for website visits, calls, or better yet, pure organic sales, always in season at your local Farmer’s Market.

Next add a splash of Calculated Risk. That’s the bit of wow flavour that your audience might not expect but will get them coming back for more. Without that bit of fun risky flavour your advertising can be a little bland.

Now finally we’re going to blend our brand and our advertising campaign together and whisk it really well. It’s important to get all the lumps out. Look at that Consistency, the way the design, and messaging all blend together really smooth. Consistency is key, I always say.

What’s left is Distribution. Getting that advertising out to your audience through different media sources, digital including all your social media channels, print, maybe radio, television etc. It’s important to not put it all your batter into one dish in case it burns or the dish turns out to be completely useless.

When you let that bake in the oven it will come out hot and ready, perfect almost every time. You want to keep in mind that there is always room for improvement. Keep trying and playing with those proportions, try new ingredients and remember that It Can Always Be Better. The learning you take from each campaign will help you improve the next one.

And there you have it, my recipe for marketing success, the breakfast of entrepreneurs.

See you next week!

Please follow and like us:

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!

Please follow and like us:

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!

Please follow and like us:

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!

Please follow and like us:

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!

Please follow and like us:

Happy Freakin’ Monday Ep 8 – The Draw

Last week we announced our giveaway, 2 free flight gift certificates to Edenvale Aerodrome. Anyone could enter by liking our page or following us on Instagram and tagging someone in the comments section. All those who entered were put into our draw and to keep things fair and random I've enlisted my 8 month old son to draw the winning name. 

So there you have it, a giveaway is just a fun way to engage your audience and it doesn't need to be complicated. Ask for the like and tags and don't forget to promote that post in order to reach as many people as possible.

See you next week!

Please follow and like us:

Happy Freakin’ Monday Ep 7 – Giveaway!

Who doesn’t love free stuff?

What about a free flight? That’s right, I’m giving away 2 gift certificates for a free flight for you and a friend or family member to take a tour of beautiful Simcoe County.

Last year I did some promo videos for The Edenvale Aerodrome, a privately owned airport, located between Stayner and Barrie on Hwy 26. They threw in some gift certificates and I thought I might use them but with an infant in the house, I can hardly find time to shower let alone take an airplane tour. Instead we’re giving them away to one lucky person!

There are 2 gift certificates which entitle each bearer to one 45 minute flight. There is no set date, all you need to do is call ahead and book the tour, together or separately. I should point out that they do expire August 1st 2018 so you just need to book it before then which is still lots of time.

Giveaways are a great way to get people excited and engaging on your social media. It’s really easy and can be a lot of fun too. Typically you want to try and leverage the opportunity for exposure and audience growth. How you do that typically is by asking that participants follow you and then tag someone or share the post.

To be entered into our draw, here's what you need to do:

  1. Find us on Facebook and or Instagram (@bfresh.media on both) and follow us if you don't already
  2. Comment on the giveaway video post and tag someone you would give the flight to or take with you.

I wanted to keep it pretty simple. Sometimes these giveaways can get a little too complicated, asking people to like, comment, and share, then tag three people, write a review, and then dance a jig... ok maybe not so convoluted but there is certainly a point where it becomes too much of an ask for a lot of people because you’re essentially asking them to spam all their friends or sign up for something which has no long term value for them.

As people become more savvy and protective of their information and social media activity, it’s important to be aware of that and really try to respect your audience by not resorting to cheap tactics. That’s why content marketing is so great because yes you’re building your audience more gradually over time, but it is a relationship that is built on trust and that is so vitally important to your long term success.

Anyway, stay tuned next week to find out if you are the lucky winner. You should also check out Edenvale Aerodrome’s website for more information about them: http://www.edenflight.com/

Winner will be announced next week, April 30 so stay tuned!

Please follow and like us:

Travel Video Open Casting Call

We are creating a travel video that will document the adventures of 2 people and you could be those people. All expenses paid! Seriously, hotel, transportation, meals, along with skiing, beer & wine tours and more is what we have planned.  

We are very excited to announce that The Georgian Triangle Tourism Association, has sponsored Bfresh.Media's Collingwood and The Blue Mountains travel video that will be filming in January 2018. We are partnering with Association Members like Cranberry Resort to create one amazing travel experience. That means that the search is on for our tourists that want to be featured in this all inclusive getaway film project.

This is a documentary style video which does not require acting. So if you love to travel and love the outdoors, YOU could be a great fit. What we really want is to show off real people, enjoying real experiences. Here are more details and how you can enter.

ARE YOU EXCITED YET?

Who we’re looking for:

  1. A duo (2 friends/couple/siblings) - must be 19 years of age or older.
  2. You must be free to film January 14th - 17th
  3. You live outside of the Georgian Triangle but no more than 200km from Collingwood Ontario. (so Barrie, Toronto, Hamilton, Kitchener or anywhere in-between) For anyone really eager, note that Pearson International Airport is in that radius... just sayin'.
  4. You’re fun, outdoorsy, and adventurous.
  5. You love winter activities like skiing or snowboarding, snowshoeing, and skating.

Here’s how to audition:

  1. Shoot a video of yourselves 1 min long or less. We want to see personality! Tell us why you should be featured in our travel video. Perhaps you’ve not been to Collingwood for years or you’ve never been here before. We’d love to hear your story.
  2. Upload said video to Facebook,  Instagram, or both. In your post, make sure to tag @SGeorgianBay, @bfresh.media, and use the hashtag #SouthGeorgianBaycation so that we can find it.
  3. Feel good knowing you could be a part of something awesome. 🙂

The Deadline for submissions is Wednesday January 3rd, 2018 at 12:00am so get your audition up before then, otherwise you will miss out on this incredible opportunity. The chosen pair will be contacted by Friday January 5th. Transportation to and from Collingwood will be provided, picking up on January 14th and returning you home on the 17th.  

To learn more about South Georgian Bay and some of the amazing experiences that await, check out http://www.visitsouthgeorgianbay.ca

Please follow and like us:

Collingwood and Area Tourism Video Coming Soon

Last year I inadvertently created a wildly successful tourism video for the province of Newfoundland. My viral vacation video, which currently has over 525,000 views on Facebook, was more successful than most official Newfoundland and Labrador videos. Here is that video again, if you have not seen it:

Since that video went out, I’ve wanted to create something similar for Collingwood and the Blue mountains. I want to show off what an amazing place this is, in the same fun, sharable way. To me, the success of that original video was not a fluke and can be recreated. I even wrote a case study about that which you can check out here: http://bfresh.media/2016/10/25/newfoundland-in-ten-days-a-viral-success/

Now instead of trying to pitch this to a government entity or individual client, I’d rather just go out and create it myself. That’s because I prefer to maintain full creative control to ensure maximum success. Not to mention, the original video gave great exposure to all the other businesses that we featured and that was a huge part of what made it successful - featuring others.

So that’s it, it’s settled. We are making a Winter Tourism Video for Collingwood and The Blue Mountains, set to shoot in January 2018.

We will be filming in early to mid January over a period of 3-4 days. Our on camera “tourists” will be from out of town and chosen through a social media contest in which entries can win an all expenses paid vacation to Collingwood and The Blue Mountains. This is to generate excitement before the video has even begun.

We Need Your Help To Make This Video

What I am looking for is sponsorship because I understand that a price tag of $8-10 thousand may not be realistic for most local businesses or even the tourism offices but that is how much this would cost to make. Instead, what I’m suggesting is that we pool our resources and funds, that’s how this video is going to get made. If we want to feature the best that this area has to offer, we are going to to need support from those who want to be in it, so here is what we are looking for:

    1. A Title sponsor - A title sponsor is just that, your brand right in the title of the video as “Presented by...” Plus we will feature your business and brand with great coverage in the video. This is to help cover some of our expenses - Note that if we receive multiple offers, we will choose to work with the best fit for the project and look for a sponsor that can help connect us to other businesses on our wishlist.

    1. Transportation Sponsor - We will be driving to pick up our tourists within a 200km radius of Collingwood and then taking them all around town to show them the sights. A transportation sponsor would receive a “transportation provided by” credit with logo plus we would be sure to feature plenty of shots of your vehicle branding. This could be any business from auto dealership to Real Estate office that has a wrapped vehicle and want’s to really show it off.

    1. A Hotel/accommodation sponsor - We will be bringing “tourists” from out of town as part of the adventure and they will need a place to stay for 3 or 4 nights. This is one of the most important sponsorship categories and we will be eternally grateful (and it will show in the video!).

    1. Recreational Sponsors - There are so many fun things to do, places to go and experience and you could be one of them. Yes this is a Winter video, but we are looking for all kinds of activities both indoor and outdoor. To be featured as a recreational sponsor we just need 3 free passes. We just need access to film and we will show off your business. We are looking for anything to do, indoor, outdoor, from Skiing, to rock climbing, to a spa, live music and anything inbetween.

    1. Restaurant Sponsors - This area has so many great places to eat. There is no shortage of amazing dining experiences and we want to show them off. All we need from a restaurant or bar is some food and or drinks to be featured. Whatever you are able to provide, we will be looking for breakfast, lunch, dinner and maybe a few stops for just some appetizers, or coffee and snacks. Again, any establishment willing to pitch in will get great coverage plus a tag in the Facebook post.

Just think how awesome this will be. Your business featured in a tourism video and you don't have to pay thousands of dollars for it! We know that a big part of what makes our area worth visiting is the people who make it great and that is what most tourism videos are missing, YOU! 

So if you have a local business, anything you would like to contribute to be a part of something amazing, then we would love to hear from you. Send me an email at b@bfresh.media and let's talk.

Please follow and like us:

Free Headshot Friday

Is your professional headshot over 2 years old? Maybe it was shot on a mobile phone, or perhaps still from the 90’s and you’re just waiting for that fashion trend to come back?  I hate to break it to you but Hypercolor shirts are not making a comeback… and more importantly, those old or unprofessional headshots don’t make you or your business look good. That’s where BFresh.Media comes in.

One day only, this special event will be at the studio with a few limitations. So here are the details, please read carefully:

Day:  Friday August 4th, 2017

Time: 11am-4pm

Location:  Bfresh.Studio @ 1 First St. suite 206-B Collingwood

This professional headshot package includes a 15min studio shoot with a white or flat grey backdrop. Following the shoot we will send you 2-3 of the best pics.

Note that touchups are not included but available for a small fee. Everything from digital makeup, to teeth whitening can be done in photoshop. It will look so good you won’t want to update it for years… but you still should.

check out some samples below… and we’ll see you at the studio!

Please follow and like us: