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9:37 am
December 14, 2018
Offline
QuoteHey John -
I was wondering if you could offer tips on how to promote the release of the next music video. Your help for the last one really opened my eyes to the kinds of promotion I actually ENJOY doing, which is just oddball weird stuff...I feel that ever since you helped with that last promo, I know WHO I need to be speaking to, and HOW I want to promote...in fact, I am excited to clean out probably more than half my list just to unsubscribe the people who probably aren't fans and don't care anyway...but that's for another time soon...so, when I was promoting the last vid, with the tips you gave me, there was a more solid plan, as I knew I wanted to release a few different PDF books to my mailing list with claymation characters from the video...and I released it as a 4 part book where people were led to the video in the final part.
This time around, it's different cause I really don't know what to do with what I've got. I knew I wanted to promote this upcoming vid by sort of being ambiguous with people by sending out random alien abduction information of some sort...like that could be articles, interviews of people who claimed to be abducted, or seen aliens...it could be anything really.
So I spent the past few weeks learning how to do green screen editing, and as I created each video, they actually got better, and weirder - they're little 30 - 60 second snippets, and I actually remember on a recent call, you said something along the lines that I should somehow incorporate the music in there, cause otherwise it's just alien related footage that might be just too confusing to people...somehow tie the music in. I copied and pasted some links at the bottom of the message - they're all private links...I don't know what I'm doing with any of it yet, or if I'll edit them more later.
So, following your suggestion, I edited an old mix of the song various times by just soloing the kick and bass, or just letting a synth play in another version...or just snare and keys...etc...and put these sort of unfinished pieces of music into these video snippets I'm creating...so each of these video snippets has almost like a warped piece of the song in it, which is NOT the final song...the actual song I'm gonna release towards the end of September (yes, I know it's coming soon). These snippets though, I tried to make each one at least somehow tie in with lyrics...for instance one lyric says "At the party of our lives, everybody disappeared into the night"...so that video snippet I created of my band mate and me at a party under the stars, dancing with Jason, Chucky, a Star Wars Stormtrooper, Alf, Batman, and other weird characters, and I green screened a spaceship hovering in overhead about to zap us all...it's ridiculously nerdy, but I had a ton of fun creating it...but now I'm like, what do I do with all this stuff? There's got to be a way to promote the upcoming video with these mini snippets I made.
I haven't seen the final music video yet btw...only some screen shots.
Anyway, the only thoughts I had are to somehow create a page on our website that maybe has these video snippets on them...but honestly I don't know what I'd do to create a fluid system to lead people from one place to the next til they finally get to the video...or if it should even be a system like that at all. I'm guessing utilizing FB ads somehow would be easier, faster, more effective, and inexpensive if I'm targeting our fans using video views.
At least with the PDF claymation book, there was a plan on what to do...book 1, book 2, book 3, then video surprise in book 4...this time I just have all these mini video snippets - maybe I got way too wrapped up in learning green screen and having fun, and now I'm like, oh crap, gotta release this video by the end of the month, what do I do?
I'd appreciate any tips or suggestions you have for this! I'm sorry if this all seems disconnected. I did paste links to a few video snippets I created to promote and the song as a Soundcloud link in case any of this helps you at all...they're all unlisted links, cause right now I'm just brainstorming what to do with it all!
Thank you!
Paul
Video Snippet 1 -
Video Snippet 2 -
Video Snippet 3 -
Video Snippet 4 -
Song -
1:13 pm
January 31, 2012
Offline
Hi Paul,
Steve here, from support. John is traveling all this week, but he'll pop in the help you out when he gets back.
Thanks for your patience in the meantime.
This is a signature file. You can edit your own by clicking "profile" and selecting "Edit Signature". You can make it an image, or just plain text. You can also link it to wherever you like. Perhaps your Squeeze Page?
3:12 pm
December 14, 2018
OfflineHey Steve - Thanks for letting me know!
8:48 am
June 7, 2011
Offline
Hey Paul,
My apologies for the slow reply. I've been away for the last 10 days and had minimal access to internet.
Ok, so there are probably a million different things you could do here and it's such an open question that I just watched everything and asked myself what I would do here. So keep in mind that this is just one person's thought process...
But Id start by trying to come up with a teaser line along the lines of "Modern Life is about change. Watch the skies on September 28th (or whatever your drop date is)"... Or something like that...
And then take all of those clips and try to shorten them up to at least 60 seconds so they can be played on Instagram (but 30 seconds would be better) and end each one with the teaser line...
Then I would line up the clips in order and create two audiences. One of all my warm traffic and one of new people likely to respond to the clips. Maybe Coast to Coast am fans who also like a similar type of music, or perhaps a lookalike audience based on existing fans.
Then I'd create an ad campaign with two different ad sets and split my budget between the two (warm and cold).
Then I'd take the amount of time between now and the drop date and divide it by the number of teaser videos.
I'd take half of my budget and throw it at the first clip to get as many eyes on it as possible.
Then I'd take the remaining half of the budget and divide it by the number of video clips left.
I'd create custom audiences for each video of people who have watched a significant percentage of the clip.
Then I'd create a series of ads, each one targeting the custom audience of the previous clip, to keep people moving through the video experience.
Then I'd drop the music video and target everyone in all of the custom audiences you created for each clip. You'd need a new budget for this stage of the promo. I'd also target the warm audience and the larger lookalike audience as well.
Hope you can follow that.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
11:39 am
December 14, 2018
OfflineHey John thanks so much for such a detailed response. I realized after I posted it that maybe it was way too general of a question and with all the random links I posted, I feel like I just barfed something up into the forum cause I didn't know what to do so your response is like a superhero!
I think I followed everything you said though and I’ll re-read it multiple times.
The "watch the skies" idea or something along those lines is really cool actually and the coast to coast idea too. I had no idea what that even was and I just looked it up and see it's all alien related. My friend just told me they talk about it on his favorite podcast all the time. Def gonna look into that more.
Your feedback is insanely helpful and i truly think this helps me see more of a path on how I'll set this all up. I'm gonna break it all down this week. Thank you!!!!
2:03 pm
June 7, 2011
Offline
Awesome! Glad I could help. Keep me posted on what you end up doing.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
8:26 am
December 14, 2018
OfflineHey John!
So, I'm about to start running FB ads probably in the next day or two, following your suggestions in the previous post...ended up delaying the video release to October 9, so I've got just under 2 weeks, but I think it's enough time to promote these strange little 30 - 60 second video clips.
I'll be promoting to warm audience, and also cold audience as you suggested, either lookalike who watched previous videos OR the Coast To Coast fans, or possibly both.
But anyway, I just wanted to ask if you could take a quick look at this little landing page I made (artwork is the cover for the single release). It's Mailchimp's landing page builder which is limited, and not the best but because of time, I'm just using it for now...I plan to revamp our website and really learn Wordpress in October, so I'm sure I'll be moving landing pages to your template as I should have been doing all along anyway...
But my main question with this landing page is...is it too ambiguous? Or is it just enough information on it to get people to sign up? Like, I'm not mentioning music at all on the page..."watch the skies October 9"...then the button just says "join the party"...of course the video Snippets in FB ads will have music in the background, and 5 of the new snippets have the actual music video playing in them in weird ways...for instance one of them is Homer Simpson opening doors in his house and freaking out each time he sees the alien in from the video so he can't leave his house...not sure if FB will allow that cause it's from the Simpsons...
Here's the landing page link if you wouldn't mind checking it out! - https://mailchi.mp/8b130fa28df.....ife-test-2
Also, something I should have asked in the original post...as far as email goes, should I just send these video snippets out to my mailing list in the same order I post them in FB ads?
Thanks so much!
Paul
7:41 am
June 7, 2011
Offline
Hey Paul,
I can't tell you the landing page won't work, because you never know until you test something, but that strikes me as being far too ambiguous. I would never hand over my email without knowing what I was signing up for. It's possible that others won't feel the same, but I don't think so.
I am all about making clear value propositions. If you sign up, you will get this in return. That is usually what is necessary. But the alien crowd is a funny one, so you never know.
I didn't see the Simpsons example, but I would also have concerns about using something that you don't have the legal right to use. You may get away with it, but it could also potentially get you flagged.
As for the order of the video releases, that's up to you really, but I suppose I would personally release them in the same order on all platforms, yes.
Hope that helps.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
4:32 pm
December 14, 2018
OfflineThanks for these tips John - greatly appreciated - will add more specificity to the landing page. I looked back at it and realize what you’re saying about it being way too ambiguous for a stranger. Yeah not sure bout Simpson’s thing cause it was a free download from YT but because it’s simpsons, I don’t know it I’m allowed to do it.
I got kinda nervous about promoting this next vid I dunno why and kept postponing I suppose - but I’m just gonna start putting everything out there tomorrow one vid a day - sometimes more, til Oct 9. Thanks again!
10:39 am
June 7, 2011
Offline
Ah, that's right. I forgot that the Simpson's thing was in the video. I thought you were referring to something on the landing page. My guess is you will be alright, but proceed with it at your own risk.
Don't hold back. Go for it! Good luck and let me know how it goes.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
8:22 am
December 14, 2018
OfflineActually, didn't even realize we are able to copy the HTML of an actual email!
Just thought to share the last email that went out yesterday so you get the gist of the vibe I'm building...it looks weird pasted below cause buttons are missing and layout doesn't look clean like the actual email, but the content is there...and probably this is why I've been hesitant, cause I'm thinking...man, what on earth are people gonna think receiving an email like this...but I'm just glad I started...as soon as the songs from this record are finished being released in the next two months, I plan to clean up the list and focus on bringing in new people who would be into all this...I know they're out there, cause we have some die hard fans...i just never realized how important it is to truly focus on catering to them specifically until recently....it's almost like the same place where the music comes from...the marketing should come from that same place...it's almost hard to describe, but it's the light bulb that's gone off in the past few months
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11:56 am
June 7, 2011
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Well, to be honest. I can't make any sense of those emails. But they are kind of weird in a good way, and in a way that is consistent with what you are doing with this campaign. I would not be surprised if it resonates with your audience for it's artistry. But if it does not, then you can change up the emails that follow by making them a bit more clear.
Good luck!
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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