Conquering the Fear Factor:
Creating and Promoting Great A/V
Content on a Shoestring
Karina Mangu-Ward
Eric Winick
Shoshana Fanizza
Director of Activating
Innovation, EmcArts
Director of Marketing
Playwr...
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 compel...
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 inter...
Option 3: THE FUN IS HAPPENING BEHIND THE
SCENES AND I DIDN’T WANT YOU TO MISS IT
•  Time lapse
photography
•  Making-of d...
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 timeconsuming to produce!
4. I don’t have the tools! I don’t know
how ...
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 Rec...
Microphones
Low-end:
Shure PG57-LC Cardioid
Handheld Dynamic Mic: $54
High-end:
Shure SM58-LC Cardioid
Handheld Dynamic
Mi...
Headphones
Low-end:
 
Sennheiser HD201 Pro
Circumaural Closed Back
Headphones: $24
High-end:
 
Sennheiser HD518 Open-b...
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 ‘fou...
Video: Take that time.
Video
Five items you’ll need:
•  Camera: digital video
or still camera w/
video capability
•  Tripod
•  Light source
•  Wa...
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
 
Eric Winick
Director of ...
Fear # 5:
Hashtag:
#auddev
I don't know how to distribute
video or audio content.
40
 
Where should I post a video or audio file?
Your
 Website
 
41
 
Where should I post a video or audio file?
Create and share...
42
 
Where should I post a video or audio file?
Live and share...
Webinars!
43
 
Where should I post a video or audio file?
Name, Tags, Links
44
 
Where should I post a video or audio file?
Email Mavens!!!
45
 
Where should I post a video or audio file?
Embedding
Your
 Website
 
 Friend's
 Website
 
Other
 Website
 ...
Are there other places I can use my content?
Blogs
47
 
Are there other places I can use my content?
Calendars & Online Showcases
48
 
Are there other places I can use my content?
Newspapers
49
 
Are there other places I can use my content?
Fundraisers
50
 
Are there other places I can use my content?
Other ideas
! Before or after an event
! During an event?
! At other arts ve...
Fear # 6:
I'm not sure what to do with the content once
it is out there.
52
 
How can I use my video/audio to build
my audiences and engage with them?
53
 
How can I use my video/audio to build
my audiences and engage with them?
54
 
How can I use my video/audio to build
my audiences and engage with them?
! If doing a live show, ask them to chime in!
! A...
Fear # 7:
Is it worth the effort?
Can I get my content to go viral?
56
 
How can I go viral? The better question,
how can I make my content sharable?
Measure to see if
you are doing well!
57
 
How can I go viral? The better question,
how can I make my content sharable?
When to post?
58
 
How can I go viral? The better question,
how can I make my content sharable?
Frequency?
59
 
How can I go viral? The better question,
how can I make my content sharable?
Series vs. Single?
60
 
How can I go viral? The better question,
how can I make my content sharable?
Remember!
61
 
How can I go viral? The better question,
how can I make my content sharable?
M!A!E!G!I!C!
Memorable!
Awww!
Emotional!
Goo...
How can I go viral? The better question,
how can I make my content sharable?
Easy to share...
63
 
Any last thoughts?
64
 
Questions
Karina Mangu-Ward
Director of Activating
Innovation, EmcArts
@KarinaMW
Eric Winick
Director of Marketing
Playwrights Hor...
of 66

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

National Arts Marketing Project: Creating great A/V content on a shoestring
Published on: Mar 3, 2016
Published in: Business      Technology      
Source: www.slideshare.net


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

  • 1. Conquering the Fear Factor: Creating and Promoting Great A/V Content on a Shoestring
  • 2. Karina Mangu-Ward Eric Winick Shoshana Fanizza Director of Activating Innovation, EmcArts Director of Marketing Playwrights Horizons Founder Audience Development Specialists Planning Production Distribution Strategy
  • 3. FEAR #1: I DON’T KNOW WHERE TO START!
  • 4. 3 Guiding Questions •  Why am I making A/V content? •  What type of story might I tell? •  How will I make my story compelling?
  • 5. Guiding Question #1 WHY AM I MAKING AUDIO/VISUAL CONTENT?
  • 6. Reason 1: EVERYONE ELSE IS DOING IT!
  • 7. Reason 2: I NEED TO SELL TICKETS
  • 8. Reason 3: I WANT TO CONNECT WITH MY AUDIENCES IN A NEW WAY
  • 9. Guiding Question #2 WHAT TYPE OF STORY MIGHT I TELL?
  • 10. Story1: MY PRODUCT IS AWESOME •  Trailers •  Teasers
  • 11. Story 2: THE ARTISTIC PROCESS IS FASCINATING •  •  •  Sit-down interviews with playwrights, actors, directors Video interviews on location Audio Podcasts
  • 12. 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
  • 13. Guiding Question #3 HOW WILL I MAKE MY STORY COMPELLING?
  • 14. GIVE INTIMATE ACCESS •  Give backstage access •  Extend access to characters and actors
  • 15. OFFER NEW PERSPECTIVES •  Tap unexpected voices •  Highlight unusual points-of-view •  Communicate deeper meaning
  • 16. BY EXCITING AND DELIGHTING •  Highlight comedy •  Be revealing
  • 17. These 3 Guiding Questions Will Help You: •  Clarify your goals •  Identify your assets •  Find your hook
  • 18. FEAR #1: I DON’T KNOW WHERE TO START!
  • 19. FEAR #2: I’LL FAIL!
  • 20. A NEW MINDSET •  START WITH SMALL EXPERIMENTS (WITH RADICAL INTENT) •  SEE FAILURE AS LEARNING •  REDEFINE SUCCESS
  • 21. Two More Fears 3.  A/V content is too expensive and timeconsuming to produce! 4. I don’t have the tools! I don’t know how to use them! Eric Winick Director of Marketing Playwrights Horizons ewinick@phnyc.org
  • 22. Audio? Seriously? •  “Quick content”: not as time-consuming •  Portability of media •  Get something out there sooner
  • 23. Audio Four items you’ll need: •  Digital recorder •  Microphone •  Headphones •  Editing software
  • 24. Recorders   Low-end: Tascam PCM Recorder: FREE iPhone app With IM2 mic: $23 High-end: Marantz Portable Digital Audio Recorder: $338-659
  • 25. Microphones Low-end: Shure PG57-LC Cardioid Handheld Dynamic Mic: $54 High-end: Shure SM58-LC Cardioid Handheld Dynamic Microphone: $99
  • 26. Headphones Low-end:   Sennheiser HD201 Pro Circumaural Closed Back Headphones: $24 High-end:   Sennheiser HD518 Open-back Around-Ear Stereo Headphones: $101
  • 27. Software   Express Scribe (transcription): FREE Audacity (editing): FREE Jamendo.com (music): FREE
  • 28. Stick it up on Soundcloud!
  • 29. Audio: final tips   •  Quiet space •  Match ambient •  Edit on paper first! •  Add time codes •  Weave in music or ‘found sound’
  • 30. Video: Take that time.
  • 31. Video Five items you’ll need: •  Camera: digital video or still camera w/ video capability •  Tripod •  Light source •  Way to capture sound •  Editing software
  • 32. Camera   Low-end: •  iPhone/FlipCam •  Canon PowerShot Elph: $169 High-end: Canon EOS Rebel T3i: $800
  • 33. Tripod   Velbon Aluminum: $39-230
  • 34. Lighting   Low-end: High-end: Lowel Tota-Light Trans-Kit LB35: $700
  • 35. Sound   Low-end: Camera mic or sync sound with digital recorder High-end: Shure SM93 Lavalier Mic: $135 each
  • 36. Editing Software   iMovie: FREE (on Mac)
  • 37. Online Resources
  • 38. Video: A couple tips   •  Where will your video appear? •  Vary the look
  • 39. Three Closing Tips   •  Change the game plan •  Remember attention span •  Call to action   Eric Winick Director of Marketing Playwrights Horizons ewinick@phnyc.org
  • 40. Fear # 5: Hashtag: #auddev I don't know how to distribute video or audio content. 40
  • 41. Where should I post a video or audio file? Your  Website   41
  • 42. Where should I post a video or audio file? Create and share... 42
  • 43. Where should I post a video or audio file? Live and share... Webinars! 43
  • 44. Where should I post a video or audio file? Name, Tags, Links 44
  • 45. Where should I post a video or audio file? Email Mavens!!! 45
  • 46. Where should I post a video or audio file? Embedding Your  Website    Friend's  Website   Other  Website   Using  a  Widget   46
  • 47. Are there other places I can use my content? Blogs 47
  • 48. Are there other places I can use my content? Calendars & Online Showcases 48
  • 49. Are there other places I can use my content? Newspapers 49
  • 50. Are there other places I can use my content? Fundraisers 50
  • 51. 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 51
  • 52. Fear # 6: I'm not sure what to do with the content once it is out there. 52
  • 53. How can I use my video/audio to build my audiences and engage with them? 53
  • 54. How can I use my video/audio to build my audiences and engage with them? 54
  • 55. How can I use my video/audio to build my audiences and engage with them? ! 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. 55
  • 56. Fear # 7: Is it worth the effort? Can I get my content to go viral? 56
  • 57. How can I go viral? The better question, how can I make my content sharable? Measure to see if you are doing well! 57
  • 58. How can I go viral? The better question, how can I make my content sharable? When to post? 58
  • 59. How can I go viral? The better question, how can I make my content sharable? Frequency? 59
  • 60. How can I go viral? The better question, how can I make my content sharable? Series vs. Single? 60
  • 61. How can I go viral? The better question, how can I make my content sharable? Remember! 61
  • 62. How can I go viral? The better question, how can I make my content sharable? M!A!E!G!I!C! Memorable! Awww! Emotional! Good Information! Creative! 62
  • 63. How can I go viral? The better question, how can I make my content sharable? Easy to share... 63
  • 64. Any last thoughts? 64
  • 65. Questions
  • 66. Karina Mangu-Ward Director of Activating Innovation, EmcArts @KarinaMW Eric Winick Director of Marketing Playwrights Horizons Shoshana Fanizza Founder Audience Development Specialists @AudienceDevSpec Caleb Custer Founder, Grey Ship @Calebcuster

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