National Arts Marketing Project: Creating great A/V content on a shoestring

Conquering the Fear Factor: Creating and Promoting Great A/V

Content on a Shoestring

Karina Mangu-Ward Director of Activating Innovation, EmcArts

Eric Winick Director of Marketing Playwrights Horizons

Shoshana Fanizza Founder

Audience Development Specialists

Planning Production Distribution Strategy

FEAR #1:

I DON’T KNOW WHERE TO START!

3 Guiding Questions

•  Why am I making A/V content? •  What type of story might I tell? •  How will I make my story compelling?

Guiding Question #1

WHY AM I MAKING AUDIO/VISUAL CONTENT?

Reason 1: EVERYONE ELSE IS DOING IT!

Reason 2: I NEED TO SELL TICKETS

Reason 3: I WANT TO CONNECT WITH MY AUDIENCES IN A NEW WAY

Guiding Question #2

WHAT TYPE OF STORY MIGHT I TELL?

Story1: MY PRODUCT IS AWESOME

•  Trailers •  Teasers

Story 2: THE ARTISTIC PROCESS IS FASCINATING

•  Sit-down interviews with playwrights, actors, directors

•  Video interviews on location

•  Audio Podcasts

Option 3: THE FUN IS HAPPENING BEHIND THE SCENES AND I DIDN’T WANT YOU TO MISS IT

•  Time lapse photography

•  Making-of docs •  Process reflection

Guiding Question #3

HOW WILL I MAKE MY STORY COMPELLING?

GIVE INTIMATE ACCESS

•  Give backstage access •  Extend access to characters and actors

OFFER NEW PERSPECTIVES

•  Tap unexpected voices •  Highlight unusual points-of-view •  Communicate deeper meaning

BY EXCITING AND DELIGHTING

•  Highlight comedy •  Be revealing

These 3 Guiding Questions Will Help You:

•  Clarify your goals •  Identify your assets •  Find your hook

FEAR #1:

I DON’T KNOW WHERE TO START!

FEAR #2:

I’LL FAIL!

A NEW MINDSET

•  START WITH SMALL EXPERIMENTS (WITH RADICAL INTENT)

•  SEE FAILURE AS LEARNING •  REDEFINE SUCCESS

Two More Fears

3.  A/V content is too expensive and time-consuming to produce!

4. I don’t have the tools! I don’t know how to use them!


[email protected]

Audio? Seriously?

•  “Quick content”: not as time-consuming •  Portability of media •  Get something out there sooner

Audio

Four items you’ll need: • Digital recorder • Microphone • Headphones • Editing software

Recorders

Low-end: Tascam PCM Recorder: FREE iPhone app With IM2 mic: $23 High-end: Marantz Portable Digital Audio Recorder: $338-659

Microphones

Low-end: Shure PG57-LC Cardioid Handheld Dynamic Mic: $54 High-end: Shure SM58-LC Cardioid Handheld Dynamic Microphone: $99

Headphones

Low-end: Sennheiser HD201 Pro Circumaural Closed Back Headphones: $24 High-end: Sennheiser HD518 Open-back Around-Ear Stereo Headphones: $101

Software Express Scribe (transcription): FREE Audacity (editing): FREE Jamendo.com (music): FREE

Stick it up on Soundcloud!

Audio: final tips

•  Quiet space •  Match ambient •  Edit on paper first! •  Add time codes •  Weave in music or ‘found sound’

Video: Take that time.

Video

Five items you’ll need: •  Camera: digital video or still camera w/ video capability •  Tripod •  Light source •  Way to capture sound •  Editing software

Camera

Low-end: •  iPhone/FlipCam •  Canon PowerShot Elph: $169 High-end: Canon EOS Rebel T3i: $800

Tripod

Velbon Aluminum: $39-230

Lighting

Low-end: High-end: Lowel Tota-Light Trans-Kit LB35: $700

Sound

Low-end: Camera mic or sync sound with digital recorder High-end: Shure SM93 Lavalier Mic: $135 each

Editing Software

iMovie: FREE (on Mac)

Online Resources

Video: A couple tips

•  Where will your video appear?

•  Vary the look

Three Closing Tips

•  Change the game plan •  Remember attention span •  Call to action


[email protected]

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Hashtag: #auddev Fear # 5:

I don't know how to distribute

video or audio content.

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Where should I post a video or audio file? Your Website

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Where should I post a video or audio file? Create and share...

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Where should I post a video or audio file? Live and share...

Webinars!

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Where should I post a video or audio file? Name, Tags, Links

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Where should I post a video or audio file? Email Mavens!!!

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Where should I post a video or audio file? Embedding

Friend's Website

Other Website Your Website

Using a Widget

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Are there other places I can use my content? Blogs

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Are there other places I can use my content? Calendars & Online Showcases

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Are there other places I can use my content? Newspapers

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Are there other places I can use my content? Fundraisers

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Are there other places I can use my content? Other ideas

! Before or after an event ! During an event? ! At other arts venues ! Create a live Hangout on Google+ ! Live radio shows ! Other people's podcasts and radio shows ! For television publicity ! Local programming shows ! Surveys and polls ! Wacky places that make sense

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Fear # 6:

I'm not sure what to do with the content once it is out there.

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How can I use my video/audio to build my audiences and engage with them?

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! If doing a live show, ask them to chime in! ! Action: Post links to buy tickets or get other info. ! Offer to answer their questions and concerns. ! Ask them to provide video/audio in response.

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Fear # 7:

Is it worth the effort? Can I get my content to go viral?

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How can I go viral? The better question, how can I make my content sharable?

Measure to see if you are doing well!

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When to post?

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Frequency?

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Series vs. Single?

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Remember!

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M!A!E!G!I!C! Memorable!

Awww! Emotional!

Good Information! Creative!

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Easy to share...

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Any last thoughts?

Questions

Karina Mangu-Ward Director of Activating Innovation, EmcArts


Shoshana Fanizza Founder

Audience Development Specialists

@KarinaMW @AudienceDevSpec @Calebcuster

Caleb Custer Founder, Grey Ship

National Arts Marketing Project: Creating great A/V content on a shoestring

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