1. You have decided how you want to interact with the virtual world.
a. pre-recorded
b. Live Virtual
2. You have acquired the appropriate gear for your choice.
3. You have found where you are going to do your recording or telling.
5. You've gotten used to the camera
6. You're on the way to becoming an editing guru
7. Now comes the next important step. What is your marketing strategy?
That depends entirely on what you have decided to do!
Here is the way The David and I decided to think about it.
As a business, we have two different kinds of things we do that generate income.
1. We contract out a service.
What I mean by "Service" - I show up, do a gig, and they pay me for it. That concludes our contract and contact unless or until they decide to hire me for another interaction. That includes any in-person or person to person contact that is hired for a fee.
2. We produce products.
What I mean by "Product" - I produce audio recordings that an organization or a person can purchase and own. They can download it onto their media accounts, and they can share it with friends. They can resell it even.
- Are our virtual programs going to be a product or a service?
- Will people be able to record the live shows?
- Will people be able to download them?
- Will people buy them as a service or a product?
- How will we package them?
- Where will we host them?
- How will we offer them to audiences?
- Who controls access to the virtual material?
- What will a venue get if they pay for pre-recorded v.s. Live Virtual?
This is how we answered these questions -
- Our virtual programming is a service, not a product
What that mean?
- No, organizations do not get unlimited access to any of the virtual shows
- No, organizations cannot have unfettered access to record the live shows
Okay, so how do we limit access to virtual material?
- We need to find a platform that gives us control of the material
- We need to have control of our Live Virtual Shows whenever possible
What resources do we need in order to do that?
- We got a Premium Vimeo Account.
- We got a Business Zoom Account.
The Vimeo account allows people to watch shows with a password, but it doesn't allow them to download the shows. As soon as the password is changed, you can no longer have access to the video.
The Zoom account allows us to share our link instead of using other people's links.
Now, how do we market this so people are willing to buy a one-off pre-recorded show that they cannot download or keep as a product?
Pre-recorded shows come with all sorts of perks.
You can keep the pre-recorded show for longer. You can't download it, but you can share it as many times as you like so that teachers, families, and all people affiliated with that group can watch the show at their convenience.
The pre-recorded shows are cheaper.
If they want any live components from a live Q&A to a discussion of any kind, all of that is extra.
You can have any date, time week you want with a pre-recorded show. Live shows are not as easy to schedule.
We can sell Pre-recorded shows all over the country and in various markets without me having to even be aware of it. The David just changes the passwords and makes them go live at different times.
So, that's the model we chose.
Live Virtual is just like all of the other virtual shows you might encounter right now.
We discourage those. If there is a technical glitch, some people can get kicked out of the show, cables can be cut, people can forget the time and hour. It is also more expensive.
We still have a few live shows, booked, but most of them have gone pre-recorded.
I got this message from one of the teachers at a school that is currently viewing a pre-recorded set:
Your virtual marketing plan might not look like ours. You have lots of things to do and lots of plans to make!
Wishing you luck, hope you don't need it!
Happy Marketing!
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