marketing tips & tricksdealers.korgusa.com/images/homepage/2014/may/marketing_tips.pdf · •...

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1 Marketing Tips & Tricks Dear Korg USA dealer: We would like to offer a value-added service by providing you with some marketing tools to help you increase the impact and awareness of your store’s activities for our brands within your local community. From our experience, some dealers already have a marketing and public relations effort in place that provides them with regular local visibility. However, other dealers do not have this luxury, which is why we’re offering you an extension of our resources for your own use. With that in mind, we’ve created some sample press materials and general marketing guidelines that you can adapt for your use. Thank you for your time, and we look forward to working with you to increase brand awareness and helping you and Korg USA continue to thrive. Sincerely, The Korg USA Marketing Team

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Page 1: Marketing Tips & Tricksdealers.korgusa.com/images/homepage/2014/may/Marketing_Tips.pdf · • Tips on writing press releases • Press release template • Sample press release •

1

Marketing Tips & Tricks

Dear Korg USA dealer:

We would like to offer a value-added service by providing you with some marketing tools to help you increase

the impact and awareness of your store’s activities for our brands within your local community. From our

experience, some dealers already have a marketing and public relations effort in place that provides them

with regular local visibility. However, other dealers do not have this luxury, which is why we’re offering you an

extension of our resources for your own use. With that in mind, we’ve created some sample press materials and

general marketing guidelines that you can adapt for your use.

Thank you for your time, and we look forward to working with you to increase brand awareness and helping you

and Korg USA continue to thrive.

Sincerely,

The Korg USA Marketing Team

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Table of Contents

Public Relations

• Tips on writing press releases

• Press release template

• Sample press release

• Event tip sheet example

Photography & Videography

• Press Photos

• Shooting a video

Graphic Design

• Do’s and Don’ts for your print and web presence

Social Media Guidelines

• Posting a status

• Sharing other user’s content

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Public Relations

In this packet, you will find a press release template with guidelines for announcing newsworthy stories. Press releases should be used for distribution to local newspapers and websites, lifestyle magazines, and television and radio stations. The template gives a rough outline for the type of information to include and how it might flow. Items on the template in brackets or marked as “QQQ” serve as placeholders and guides for you to insert the appropriate information. Of course, these are only suggestions and can be molded any way you see fit. We have also provided a sample press release for a hypothetical but realistic event, so you can see the items from the template in a typical real-life scenario.

Also included is a sample tip sheet for the same hypothetical event. Tip Sheets are commonly preferred by local newspapers/TV prior to an event to alert them to something upcoming, in case they’d like to attend/cover the event.

Please note:

• Some ideas for newsworthy items: Promotions or sales involving our brands; in-store appearances by clinicians, brand endorsers or other figures of note; the introduction of a new or limited product line (for instance, if you’re the only store in the area to stock certain products, that could be interesting to a large number of people); etc.

• Press releases should be as clear and concise as possible while relaying all the appropriate information and displaying correct grammar, spelling, punctuation, complete sentences, etc. Most media prefer electronic copies of press releases, either in the body of an email, as a link, or as an attached document.

• Press releases can go out to the media before an event to pre-publicize, or after an event to capitalize on its success (and possibly include event photos, quotes, etc), but the release should be framed as such. Tip sheets should go out at least a week before the event, and it doesn’t hurt to re-send the same tip sheet a few days before the event as a reminder.

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Public Relations - Press Release Template

[STORE LETTERHEAD/LOGO]

CONTACT INFORMATION: [NAME][STORE/COMPANY][PHONE][EMAIL]

FOR IMMEDIATE RELEASE

[INSERT HEADLINE HERE]

(include things such as your store name, the event you hosted, any artists featured, whether it was for Korg, VOX, Blackstar, etc)

[Optional---insert Subhead here with any additional integral info:] —

[Lead-in: include City, State, Date of press release, all in italics] — [Introductory paragraph – see things to include below:]

1. Statement of fact about the event or promotion, where it took place, the brands involved, any artist partici-pation etc—be specific (Give definite dates if possible – whether the release is on a recently-passed event or an upcoming one – if it’s not possible to give definite dates, use the term “ongoing”.)

2. Further description of event’s details (if this is part of an ongoing promotion or tour, or any other tie-ins, if event is a contest or promotion, mention winners/contestants’ names, etc.)

3. A third point of interest (for instance, if the event is already passed, give a summary statement of the event’s success or the most interesting thing that happened.)

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Public Relations - Press Release Template

[Second paragraph – optional. This is a great place to give some background information, for instance a one- or two-sentence history of the dealer’s relationship with the brands, any awards won, any other notable events in recent memory, etc.]

[New paragraph: a quote from an authoritative voice. Examples could be a store owner, one of our representa-tives at the event, an artist or endorser if involved, etc.] “insert quote here,” stated so-and-so [name], followed by their title and company]

[other paragraph – optional. This is a great place to add any information that wasn’t covered in the previous paragraphs, or to present a quote from another authoritative voice that gives another perspective. Use only if there are additional points/quotes to be made.]

[Final paragraph: wrap up the release. For example, “Please visit [www.QQQ.com] {store website} for more in-formation on this and other upcoming events.”]

[end tag and word count:] ...ends QQQ words

Photo File: [QQQ].JPG

Photo Caption: [QQQ]. [Here’s an example: “Pictured L-R: ZZZ Music President Art Corning, guitar legend XXX, and VOX U.S. Brand Manager XXX, at a recent event featuring (artist name) and VOX representatives promoting the (artist name) signature VOX product.”]

—For more information, please contact [Company or name], [mailing address], [city/state/zip]. [phone with area code]; [e-mail and/or fax if desired]; [www.QQQ.com].

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Public Relations - Sample Press Release

ZZZZ Music, Inc.

CONTACT INFORMATION: Art CorningZZZ [email protected]

FOR IMMEDIATE RELEASE

ZZZ MUSIC HOSTS IN-STORE EVENT FEATURING GUITAR LEGEND(insert Name)

— Event emphasized VOX’s (insert products) as (artist name) signed autographs and took photos withecstatic fans —

NOTAFAKECITY, NY, February 28, 2014 — This past Saturday, local music instrument retailer ZZZ Music hosted a hugely successful in-store event with guitar legend (insert name). The event was part of an ongoing tour featuring (artist) and VOX representatives promoting and demonstrating the VOX (product names), which are currently being used by (artist) on tour. The event hosted a capacity crowd of eager fans, musicians and guitar aficionados, who waited in line for autographs and photos with the guitarist himself and got a chance to try out the (products).

ZZZ Music is the largest dealer of VOX amps, instruments and equipment in the region, and has eagerly sup-ported the venerable brand since the store’s founding in 1995. ZZZ also regularly hosts clinics, meet-and-greets and jam sessions with expert players and legendary artists such as (artist name)

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Public Relations - Sample Press Release

“We were thrilled to welcome (artist) into our home,” stated Art Corning, ZXX Music Owner. “He is a real class act, and everyone who met him had a different nice thing to say about him. His work speaks for itself, and the new VOX products are of the same high quality. We’re proud to be a VOX dealer, and we’re lucky to have such an enthusiastic customer base.”

For more information, please visit www.ZZZmusic.com for more information on this and other upcoming events.

...ends 235 words

Photo File: Artist.JPG

Photo Caption: Pictured L-R: ZZZ Music President Art Corning, guitar legend (artist name), and VOX U.S. Brand Manager (insert name), at a recent event featuring (artist) and VOX representatives promoting the VOX (prod-uct name).

—For more information, please contact ZZZ Music, 2310 Real Street, Fakecity, NY, 10001. 212-555-0000; [email protected]; www.zzzmusic.com.

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Public Relations

Zzz Music, Inc.

***TIP SHEET FOR FEBRUARY 28, 2014***

ZZZ MUSIC TO HOST IN-STORE EVENT FEATURING GUITAR LEGEND(insert artist name)

— Event will emphasize VOX’s (insert product name) as (artist) signs autographs and takes photos with ecstatic fans and VOX product representatives showcase the (product)—

WHO: (artist name) legendary guitarist, with representatives from VOX Amplification, the venerable manufacturer of guitar amps, musical instruments and equipment

WHAT: February 28th in-store event, offering fans and music aficionados a chance to meet their hero and try out the new VOX (product name)

WHERE: Zzz Music 2310 Real Street Fakecity, NY, 10001

WHEN: Friday, February 28, 2014 7:00 pm

ADDITIONAL INFO: The event is presented as part of an ongoing tour featuring (artist) and VOX representa-tives promoting and demonstrating the VOX (product name). (Artist) will be on hand to sign autographs and take photos with fans, and guitarists will get the chance to try out and buy the new VOX (product name). Special giveaways will be offered on-site as well.

MEDIA CONTACT: Art Corning ([email protected]); Phone: 212-555-00

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Photography & Videography

Photography Tips for Press:

Digital photo files are often a critical component of getting the most widespread media coverage. A clear image featuring key elements from your story – talent/customers at an in-store promotion, a contest winner and their winnings or an outstanding new display – will be extremely effective.

Remember: For photos containing artists, minors or general public, it may be a good idea to ask the subjects to sign a basic release form giving permission for their photo or video image to be used for future promotional usage.

Captions:

A photo caption should be presented after the main press release text, or in a separate, easily identifiable document. It should clearly identify all visible faces (double-check names and spellings) and their titles, and organizations where applicable, as well as standard “who, what, when, where” information, and a photo credit if requested by the photographer.

Remember: For accurate captions, collect business cards of any subjects whose name/spelling are not known to you, and a contact name and number of someone just in case. If the photographer would like to receive photo credit for future use of the image, provide a clear and concise photo credit line (ie: Photo by XXX Photography)

Some additional photography guidelines:

• Try to obtain “high-resolution” digital photos of at least 300 pixels-per-inch (“PPI” or “DPI” – dots per inch) with dimensions of 3-inches by 5-inches or larger. • Best to use standard photo file formats such as JPG and TIF. • To make shots look orderly, remove extraneous materials, arrange subjects so all can be seen clearly, and try to include any appropriate store/brand logo signage or featured equipment in the frame. • Use the most/best lighting possible for your shots. • Try to exclude signage containing pricing, unrelated brands, or extraneous info • Be sure not to include any competitor brands • In general, try to keep posed shots to 3 or 4 people, unless a band or other specific group is being featured. • When sharing via social media, make sure the photo is relevant and appropriate for the audience • Make sure the picture is clear and in focus

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Photography & Videography

Tips when creating a video:

Framing a shot:

When framing a shot, it’s important to have the person on camera positioned to the left or right of the frame; not directly in the middle. This leaves space for on screen text as well as making your shot more visually ap-pealing. If you’re shooting multiple people on camera, be sure to shift the sides of the frame the subjects are on. For example, if the first person you interviewed is on the left of the frame, the next person you interview should be on the right of the frame.

Along with deciding what side to have the subject on, it’s important to keep the shots somewhat tight or close to the person you are interviewing. You will want to leave a small amount of ‘head room’ between the top of the frame and your subject’s head. By reducing the head-room, you dramatically improve the production value of the video. It’s also worth noting to avoid competitors’ products or other brands in the shot as well.

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Photography & Videography

B-Roll:B-Roll is any footage you can add in the post-production process that will help convey the message. For ex-ample, if your subject is talking about a new amp and its features, you may want to implement close-ups of the product along with the subject. B-Roll is also a great way to cover some of your edits. If the interviewer is switching topics and you only have one camera to work with, B-Roll is a good way to smooth the transition.

Without B-Roll

With B-Roll

Page 12: Marketing Tips & Tricksdealers.korgusa.com/images/homepage/2014/may/Marketing_Tips.pdf · • Tips on writing press releases • Press release template • Sample press release •

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Photography & Videography

Monitoring Audio:

Apart from setting up your shot and having good B-Roll to cut away to, it’s important to always monitor your audio. If you’re recording audio directly into your camera, make sure you have a pair of headphones to listen to the sound. If your camera has the ability to manually adjust the levels of your audio, test the level with your in-terviewer to make sure your sounds aren’t distorted. A comfortable audio level should be around -12dB to -6dB.

Poor Audio Signal vs. Good Audio Signal

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Photography & Videography

Correct Format:

Before you can edit your video you’ll need to import and transcode/convert your footage. There is a free pro-gram called MPEGStreamClip that is highly recommended. You’ll want to convert your footage to ProRes 422. There are a couple of different options, but any of them will be adequate. (I.E. ProRes 422 LT, ProRes 422 HQ, etc.) As long as you’re consistent when converting your files, you’ll be ready to start editing.

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Graphic Design

Tips for creating art for print or web

Logos:

• Should never be so small they’re unreadable

• Should never be on a complicated background

• Should almost never be a color other than black or white

• Should almost always be located at the bottom of an image

• Should never be extended or tilted

• Should always have approximately .25” of clear space around them

Example of incorrect logo treatment:

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Graphic Design

Colors:

• Selecting colors that exist in the product or image you’re working with is an easy way to add accent

colors that work well in your creative

• Less is more. Most times one color along with black and white is sufficient

• When drawing attention to something NEW or ON SALE, use red as a call out color

Example of using color treatment:

Introducing the VOX AC15C1X,featuring the world-renowned Alnico Blue speaker from Celestion.

W W W . V O X A M P S . C O MVAC15C1X LIST: $1,100.00 SALE: $799.99

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Graphic Design

Fonts:

• Only headlines should be a complicated font

• Additional copy, paragraphs, etc. should always be a simple non-serif font (Example: Arial, Helvetica)

• Fonts should never be so small they are unreadable (no smaller than 9pt)

• Paragraphs should never be on a complicated background

• Avoid placing type over product or people in an image

Example of text treatment:

KEEP IT SIMPLE: Creating a simple design is the best way to get a message across clearly and quickly. Over-designed images almost always lose the message the company is trying to convey.

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Social Media

Tips for Page Administrators:

By far, the highest level of engagement on social media comes from photos, especially ones with questions tacked on. People love clicking and sharing photos and they love answering questions. Let them do the work for you.

Even better than posting photos yourself, ask your fans to post their own photos. Ex. “Do you have a great pedal board? Let’s see what you’re running through! #pedalboard” – Note the #. These are great on Twitter and Instagram but have actually shown to result in lower engagement and reach on Facebook as compared to posts without them.

If you run a Facebook page, head to your “Insights section” and click on the “Posts” tab. From here you should be able to see when the majority of your fans are online. Try to make your posts with those statistics in mind. When sharing a URL on Facebook, paste the URL into your status. It should take about 3-5 seconds to populate with a preview of the page you just linked to. Once it’s populated, delete the URL and type in whichever copy you want to associate with the link. This should result in a tidier looking post:

See the word “Share” in that screenshot? The “Share” option is your best friend on Facebook (retweet on Twitter). There’s plenty of great content (product videos, sound demos, media reviews, etc.) already on Korg USA’s Facebook pages, so why not share it with your fans? This will help drive sell-through for your inventory, we promise!

Where possible, respond to people posting on your page. Yes, sometimes you may have to handle uncomfort-able customer service issues in public (best to respond quickly and give the person a phone number to reach you directly), but the fans watching your page (trust us, they are) will view you much more favorably.