Category Archives: Business Media

Who Are My Target Clients?

I was recently speaking with someone in the automotive industry who said something really profound about their business.  He said, “I’m not worried about reaching my existing clients, as they already know where to find us.  I’m worried that my existing clients’ kids won’t know how to find us.”  He went on to explain that for decades (family business handed down by dad and probably even granddad) his customers had what is commonly referred to as “generational loyalty”.  The notion that a service or product is used by all family members because that’s where mum and dad go, and that’s where their mum and dad went and so on.

Simply put he said: “that’s gone.”

Nowadays some offspring in the Gen X, Y and the iGen will not use a product or service just BECAUSE their parents used that product or service.

“I want to tap into the next Gen,” he continued.  “How do we build loyalty with a market we have never before been in touch with?”

Of course this kind of enlightened thinking in business is music to my ears because for the last 12 months I’ve been in the very competitive social media space, and it’s not the first time I’ve heard this exact sentiment from dozens of other businesses from completely different industries.  Accountants, solicitors, banks, real estate agents, hair dressers, mechanics, café owners, publicans…the list goes on.  And the reason it’s music to my ears is because we have just created a platform that allows that very market to be tapped into.  And not in a talking at you kind of way, but a talking to you,  kind of way – through video stories.

Video stories are the way of the future when it comes to promoting a brand to the masses.  Narrative driven videos that can explain not so much why you’re the best at what you do, but what you can do for your customers.

mansion resized

I recently did a presentation in front of the medical profession in the beautiful Mansion Hotel and Spa in Werribee just outside of Melbourne (think Downton Abbey on steroids) all about imagery and video in their practice, and the three steps I highlighted as being the most critical were:

  1. Concept
  2. Production
  3. Distribution

The primary point however was the good old “WIIFM” mentality.  Right at the start of this process, within the concept stage, the question has to be raised, “have we addressed the WIIFM?”  WIIFM stands for “what’s in it for me?”  This is what we ask ourselves as consumers every time we take out our wallet or click play on a video.  What do we get out of it?  How will it improve my life?  Does it solve my problem?

So going back to the gentleman in the automotive industry, his question has become, “what’s in it for the next generation?”

Here’s what the next generation want:

  • Speed of delivery
  • Convenience and accessibility (usually via the internet)
  • Someone they can Trust
  • Value for money
  • Respect (without judgement)

Here’s what you need from the next generation:

  • To be found

If they don’t know where you are or what you do (for them) then you better hope that “generational loyalty” is strong – because guess what…the next gen are one day going to be THE gen who purchase and remain loyal.  “It’s a marathon, not a sprint” as John McGrath once told a room full of people I was in way back in my first year in real estate and that statement remains true for all aspects of business.  Start your video marketing now, in front of the target market of tomorrow and establish relationships of trust for the long term.

Adam Drummond is an actor, presenter, speaker and CEO of waggawagga.tv

15th May 2015 – Launch of waggawagga.tv 

6:30pm gates open at MTC Wagga and general public are FREE with access to bar and food to purchase on the night.  Entertainment all night by Groove Factorie and you will have the chance to meet John Wood from Blue Heelers, Rosso from TV and Radio, Ben from BB12 plus loads more local and national celebrities on the red carpet premiere.

If you would like to know more about what waggawagga.tv is and how it may benefit your business through either advertising or by appearing in the business directory, simply email info@waggawagga.tv or call 02 6971 7771.  One on one demonstrations of the site are still available if you would like to see it with your own eyes.

How does it all work?

its not tv its dot tv

Well, it’s been 6 months in development, three weeks since I started live demonstrations to local businesses and a little over two weeks from our launch, and we are now inundated with questions about what it’s all about.

So, I’ll try my hardest to explain the whole purpose of waggawagga.tv.  This year, we are completely re-launching waggawagga.tv into a LIVE 24/7 online entertainment and information portal.  You will be able to log onto our website anywhere in the world and find our 24/7 channel streaming shows, interviews, sport, and productions on local Wagga Wagga businesses.

What’s more, visitors to our city will be able to log onto waggawagga.tv and access our library of video-on-demand productions, plus a directory that promotes retail, hospitality, service industries, arts, sport and a whole lot more!

We are giving the business people of Wagga Wagga the chance to become part of something very special.  Something that has not been done before within a regional city – or even in metropolitan areas.  The ability to both advertise their business directly to their target market – the people of Wagga Wagga – and be a central part of a brand new way of communicating Wagga’s unique voices, characters and culture to the world via the power of the web!

WaggaWagga.TV will have a 24/7 running channel known as a “play out” system and will showcase original, replayed and live content via Livestream Australia as the portal.

This means viewers will be watching something streamed every time they log onto the site and it can be of a variety of things such as local productions of entertainment, live events, sports and commentary from around Wagga and the country, replayed content that has already been broadcast on the site, advertisements of local businesses, organisations and events.

Local businesses have the opportunity to be found within the site via a directory that comes in three options;

  1. Free directory with lead photo, listing of business name, logo, phone number, address and website plus opening hours
  2. Photo gallery with listing of above, plus, 5 x photos, description of your business and features of your business highlighted – $19.95/month ($10 per month extra for priority placement.)
  3. Video gallery with listing of above, plus up to 5 videos of any length showcasing what the business has to offer, live social links to your social media pages plus up to 5 x attachments or external link buttons.  These could be used to put up menus if you’re a restaurant, brochures of your products or services or a live link to your pay-wall or shopping cart if your website supports purchasing online. $39.95/month ($15 per month extra for priority placement.)  Visitors to the site will be able to search via industry pages, or through a quick search box on the site.  If they choose to search via pages or by any other manual means, the video listings will appear at the top of each page with the largest thumbnails, followed by the photo gallery listings and then finally the FREE business listings.  Priority listings appear above these.

Here is the video explaining the Directory with our local hosts.

CLICK HERE: Directory Video with Hosts

WaggaWagga.TV has joined forces with a new and exciting production company, “Clean Slate Media” and together they will produce the following content for the platform;

-        “The Adam Drummond Show” which will include celebrity interviews, comedy sketches, local commentary and more in a variety style format for the online market

-        “The 5 O’Clock Wave” – previously an explicit, comedy podcast, on the new platform it will be re-born with regular hosts, Adam Drummond, Matt Olsen and Jamie Way with guests and funny anecdotes but with the same local commentary and viewpoints

-        “Unleash the Geek” featuring reviews and news on all things “geek” such as gaming updates, film and TV, entertainment and more, hosted by Liam Campbell a Wagga High student and Brenna Temple, a loveable Canadian lass who is new to Wagga Wagga

-        “Brenna Obviously” – speaking of Brenna Temple, she will also be hosting her own special show all about the quirky things happening in our city from an outsider’s point of view.  It captures Wagga beautifully but also features the honest perspective of the equally quirky and vivacious Canadian local, Brenna

-        “Upload” where locals have the opportunity to send in things from around Wagga they have filmed and then our production team will edit, tidy up and format as part of a show

-         “What’s Up Wagga?” is a Vox Pop style show hosted by well-known local identities who take to the streets and ask all sorts of questions that are relevant to our area – hosts will include Grant Luhrs and Sarah Wentworth-Perry

-        “Your House” and other format shows – these will be a mixture of genres including; Entertainment, lifestyle, business, sport, children’s content and more as we build our program content.  Your House will be not only walks through unique Wagga properties, but also styling tips for inside and outside your own home as hosted by award winning blogger Katrina Chambers, known to a lot of Australians as a contestant on The Block a few years ago

-        “Sweet Shorts” is hosted by well-known local and National sports champion, Joe Williams and showcases the amazing talent we have in our region via short films made by locals – they are AMAZING!

We also have some programs in development with hosts such as Sarah Burnell following local stories and Ashley Shaw with a program all about music called “Gigs”, as well as shows all about the great outdoors such as motor shows, shows about fishing and camping and even pushing the boundaries of fitness with sporting challenges involving one of our best known local athletes.   Stay tuned.

So, yes, we have lots going on and it is all thanks to Grant Harper of Livestream Australia (wait until you see how your sport or business can be featured on our platform using Grant’s livestreaming capabilities – it will blow your mind) and Matt Olsen from Clean Slate Media who produces 95% of all our content and is the first point of call for you if you need a video made for your business and you don’t already have one.

Remember the 15th May starting at 6.30pm – FREE to the general public who have access to their own bar, food and band or if you are looking to splash out and join the red carpet line up for $99 + booking fee, you will be guided along the red carpet with the celebrities at 7pm and have included in your ticket price food, drink and Jarryn Phegan as entertainment all in the member’s lounge.  We had sold out of these tickets but I’ve got permission to open up to another 50 people, so be quick if you want the VIP treatment by clicking here.  Or for ALL the information about the night, click here.

The Deception in Advertising

call to actionFor an audio version of this BLOG, click play below.

I think that as a society we have become really apprehensive about where we spend our money when it comes to promoting our business.  I’ll never forget a quote I read on The Wagga Business Chamber’s Facebook page once:

“The trouble with small businesses is that they think like a small business” – and being a small business operator it strikes me how true that statement is.  I’m constantly challenged by the stress associated with deciding where the best ROI will be when promoting our business (and when I was a consultant it was even harder!)

So as a business community, we are really quick to put the hand up and say “no, not for me” before even knowing what something is.  I do it all the time with telemarketers.  No sooner have they said “Hi Mr Drummond, I want to share with you a way to make thousands of dollars more per year” than they hear the sound of a reversing bus on the line.  “No, not for me.”

And hence my title of today’s blog post.  “The Deception in Advertising”.  The deception is that advertising in different mediums is NOT for everyone, as much as those in advertising would like to believe.  I’m now in advertising and I’d love to shout from the roof tops that what we are offering is for every single business – but that’s not true.  For starters we are online and not everyone is online.  We are also locally based and not everyone cares about what is happening in someone else’s town.

Beyond those obvious issues though are far more tangible ones.  Advertising on waggawagga.tv is not for the following business people:

-        We already make enough money so there is no need to promote ourselves

-        We are extremely comfortable with our current advertising budget and don’t see a need to reinvent the wheel

-        We have more customers than we can poke a stick at, so don’t need any more coming into our space

-        We are not believers in the fact that consumers make decisions online when surfing the web (not convinced of online advertising)

-        We don’t know if people would log on to watch local content just because there is local content on there – we are sceptical as to whether or not they will come back

-        Our target market is over 55’s only and we don’t think they will log onto social media sites or watch local content online

Pretty much anyone who has these sentiments (even one or more) may not be suitable for what we are offering.  It may seem strange for me to bring these points up, but I’m a massive believer in creating conversations around objections before they become objections.  In my real estate days I even had a term for it as scribbled down at a national real estate conference in 2004 when Michael Sheargold referred to it as “framing” the situation.  What’s the point of sweeping legitimate concerns under the carpet in the hope that people won’t think about those legitimate concerns?

So far we have had an amazing amount of support from both small and large businesses keen to give this new medium a shot.  Here is a sample of what a lot of them are saying:

-        We are targeting a younger demographic and the shows you are producing and are planning to produce will speak to that demographic

-        We like the idea that we have time to tell a story in an engaging way through the medium of video and it won’t cost us a bucket load

-        We like to be associated with new and exciting ventures that benefit our city

-        If it isn’t where people are right now, it’s only a matter of time and we love what you are producing (even though technically we haven’t even seen it yet!)

-        “Mate, it’s that inexpensive at the moment – what am I even risking?”

-        We’ve got to try new things because if nothing changes nothing changes, and we need things to change

So there is the balance to this little blog.  Yes, we won’t be for everyone and it would be naïve to think otherwise, but yes, we will appeal to others who are cutting edge and want to be in a space they currently have little control over.  (The biggest common element I’ve discovered over a two week period speaking to over 60 business people is that most of them either have a video or know that a video would help their business promotion, but nearly no one had a suitable place to HOUSE the video.)

If there is deception in advertising, it is quite often just thinking that one shoe fits all, when clearly everyone has different sized feet.  Choose the shoe that promotes you the best…well…you know what I mean.

Adam Drummond is an actor, presenter, speaker and CEO of waggawagga.tv

If you would like to know more about what waggawagga.tv is and how it may benefit your business through either advertising or by appearing in the business directory, simply email info@waggawagga.tv or call 02 6971 7771.  One on one demonstrations of the site are still available if you would like to see it with your own eyes.

“Seriously, mate – just tell me what the #@*% it is…”

Don’t have time to read all of this?  Click for the audio version.

The steepest bloody learning curve of my life, is what it is!  But this particular enlightenment “tell me what the #@*% it is…” came straight after one of my presentations to local businesses wanting to know more about waggawagga.tv.  And believe it or not, it wasn’t said in a nasty way – quite the opposite – it was encouraging!

“Adam,” this particular person who I admire said after seeing my demo, “that was 98% a great demonstration of what your product is – it’s new, it’s exciting, it solves a lot of problems for businesses locally, and the presentation was terrific…but I just want to give you advice on the 2% that can be improved ever so slightly, if I may?”

Being the sponge I am for more knowledge and never telling a dairy cow not to provide milk (I thought of that analogy whilst typing, feel free to use it where you see fit) I simply said – “please fill me in, I need all the help I can get.”

“Well,” he continued, “it took about two or three minutes for you to describe your product.  I would highly recommend you tell your audience within the first two to three seconds.  Do you think you can do that?”

You’ll notice he didn’t actually swear.  But he was saying, “I’ve come to find out more, I’m there for 45 to 60 minutes – I want to know why I’m there straight away.”  And that makes sense.

“Of course I can.  Thanks for the tip” and I’ve been saying what the product is within two to three seconds ever since.  I can’t thank this bloke enough for his encouraging advice, and I won’t say who he is, but he knows who I’m referring to…after all I’m directly quoting him about three days after he said these words…and again disclaimer…I’ve never heard this bloke swear…ever…That’s my paraphrasing to grab attention in the heading.

This is NOW how I start my presentations:

“We are an online media and short-form entertainment platform, promoting local business through advertising opportunities and providing a major business directory for locals and tourists.”

There…I guess you could also call that our Mission Statement.  We want to create an audience interested in specifically local entertainment and information content and in doing so, grow the audience for local businesses who promote themselves on our new media site.

Probably one of the most important distinctions between what we will be providing and what other media outlets provide, is the short-form and online nature of our content.  We will have a 24/7 broadcast operating in the site that we expect most people will not sit down to and digest in 30 minutes or a couple of hours like traditional TV or radio, or even like online streaming services such as STAN and Netflix.  Our platform slips into the social media market, the YouTube audiences and those doing a bit of web surfing.  They’ll flick through online channels such as Facebook, Twitter, watch a video on YouTube, check out the scores from the weekend sports and then come to waggwagga.tv to find out what’s on locally.

And another distinction I want to make very clear to businesses everywhere…your advertising budget should suit your target market, your reach and your frequency.  In other words the audience for local terrestrial TV, radio and print does not go away just because there are more tangible options now available online.  It’s really important to maintain your brand’s exposure over as many mediums as possible.  If anything, the trick is to choose when and how often it appears.

I can even speak from experience having just booked my first ever air time with STAR FM locally.  Even though yes, we are another media outlet, and yes we will be asking for advertising to create a revenue stream, we still need to market ourselves, and radio has a great local audience.  It may be a different demographic to those attending a local retirement expo, but it’s the audience we are after.

People still pick up a magazine or read the local paper, so it depends on who you are wanting to reach and how often you want to reach them.

I guess the other problem we are helping to solve for local businesses, is we are giving them a place to present their business in a video format.  Many people I’ve met have already made fantastic videos that showcase their offerings but the strategy around exposure has been a bit hit and miss.  After being on your website for six months, or your Facebook page and YouTube account – or even the Vimeo account of your production company, the views start to drop off dramatically.  Here we are giving you an affordable place to house your productions, whether they be through our video directory listing or our broadcast system.

And finally, you have time to breathe.  Not just now because you’ve managed to read all of this, but in the way you promote yourself on our platform.  Because of the nature of online broadcast, we can give businesses the space to tell a real story about themselves or their customers.  Our promotions can be 1, 2 or even 3 minutes in duration and tell a great story that customers will be interested in.  In fact we want audiences to feel these promotions are part of the content itself rather than an interruption to the content.  Narrative driven video promotions are the way of the future and now as a business you have a place to tell your many unique stories.

I hope you can join us on this exciting journey, a first of its kind in Australia (as far as anyone can tell) and beginning right here in good old Wagga Wagga.  Come and join us on May 15th at the MTC Wagga for our official launch as we make the site live and start entertaining locals in a completely new format with familiar faces, favourite local destinations and a true Wagga flavour.  Sponsors can contact me for packs that promote you before the night, on the night and after the night by emailing info@waggawagga.tv   General public are completely free and will have access to a bar and food as well as entertainment by Groove Factorie.  VIP tickets to the Members Lounge at the MTC are available for $99 plus booking fee with drink, food, celebrity meet and greets and entertainment provided all night in the ticket price.  Book your VIP ticket here or for more information about the platform, to make an enquiry about being involved or for more information about launch night, click here.

Holy Moly – This is Happening!

You know that moment when you wake up at 2.38am, eyes wide open and a mind filled with “to-do” lists not yet written?  It’s hard to get back to sleep isn’t it?  It’s in moments like these, as you stare at your poorly propped digital clock on the sock drawer, that you realise – “bugger me…this is really happening.”

I’m having more and more of these moments.  But only because it IS actually starting to happen.  On May 15th 2015 at exactly 9pm, something had wanna bloody happen or I’ll be standing there like I did in year 2 when Mrs Hartley my school principal was filling in for Miss Irwin and I told her I’d made a mistake in my exercise book so she was going to cane me!  I was so scared I did a little wee in my light grey school shorts in front of my entire class.  (I didn’t end up getting the cane because that was seen as punishment in itself! – That and wearing size 15 shorts from the spares room with no undies on all day).

So if nothing goes on that BIG screen come the 15th May, I’ll be doing a little wee in front of a huge crowd of onlookers.  They’ll probably call me Drum-wee for the rest of my life…or call out something like “Urine a spot of bother, mate”.  No wonder I wake up at 2.38am.

However, I KNOW that won’t happen because I’ve surrounded myself with awesome people who know what they’re doing.  I think it was my mate Jeremy Hutchings (a successful business coach here in Wagga Wagga and beyond) who said “Adam, it’s all about the first 15%.  If you get the first 15% right the remaining 85% will fall into place.”  And surrounding yourself with the right people is in that first 15%.

Here are some people who have been amazing in the background of this little journey.

Grant Harper from Livestream Australia and the Streaming Guys – Legend.

Matt Olsen from Clean Slate Media – Superman.

Samantha Brunskill from Brunslea Park Estate – Inspiration.

Tim “Rosso” Ross from Tim “Rosso” Ross – Mentor.

Melinda Drummond from next to the poorly propped digital clock – My rock.

There are many, many others who help out and lend a hand and pick me up and show support, but I wanted to acknowledge these people because I’ve lent on them the most.

My buddy Rosso, said “anything you need, dude – I’m there.”  So he invited Matt and I to his latest tour of “Man About the House” which he performs with his best mate, musician Kit Warhurst and let us film an interview with him and Kit.  Then he says he’ll come to the launch and meet some people.  It’s stuff like that, that makes it real.

It was a great weekend in Sydney filming with Rosso and Kit – when you see the interview you’ll know why some people call me a dickhead, but I think it’s with affection.

And I’ve got some other people lined up to join Rosso as a VIP guest so if you want to find out more get in touch and save the bloody date – 15th May 2015.  Come and watch me wee myself – from excitement – not because there isn’t anything on the BIG screen.

“What’s going on with you now?”

This has probably been the most frequent question I’ve been asked lately.  “What are you up to?”  And until recently I’ve had long-winded, overly complicated answers that used to frustrate my wife to no end.

Now, things are different.  I have a really clear path for the future and I don’t think I’ve been this excited since donning a home-made wolf costume for my first ever stage performance as the Big Bad Wolf in a Moulamein Central School stage production of “Mixed Nursery Rhymes” – I was 7.

Since leaving the world of real estate behind nearly a year ago now, after 12 years of service, I have decided to start something a little unique – we will be launching an online TV station complete with live broadcasts, locally produced, original shows and existing content licensed to our site.  What was once existing as a show of video content acting as a library of interviews and stories is going to evolve into a new site with on-demand and live broadcast content.

In the back end we will also be creating a stylish and aesthetically appealing directory for local businesses, organisations and events in and around Wagga.  This will be a great place for tourists to check out what we have to offer in town and also for local residents wanting to see what’s happening in their beautiful city.

So, when is it all happening?  We are looking to launch in April with a bang!  However we will start to roll out more teasers and information about how you can be directly involved over the coming weeks.

“What about your Facebook stuff?”  is the other question people are asking.  I was consulting on all social media platforms, however after much deliberation we have decided to offer tailored Facebook business management solutions for businesses of all budgets.  As Facebook changes its algorithms as often as it does, it’s becoming harder and harder for local, businesses to be noticed on the social media site.

To this end we now offer packages starting at $350pm to $1,500pm depending on your needs and marketing goals.

This is about as succinct as I can get with our new services we are offering and you check it all out now that I’ve updated my personal site to reflect our new direction.

Please enquire about any of this at info@waggawagga.tv or check out our site to find out more.

Upload…your video!

Want to watch the video version of this blog?  Click below.

Welcome to a sneak peek of something quite exciting we have in store for you.
Upload – what is it? Well, you’ve seen that there’s been something we’ve been teasing, maybe some rare little clips we’ve been putting on Facebook or YouTube, and it’s pretty big. Now we want you to be a part of it. Here at waggawagga.tv we are developing an exciting new initiative and part of that initiative or platform I think we’d call it that, are brand new on-line T.V. shows being developed just for you, the Wagga community, and the first one we want to reveal is Upload.

We are looking for videos that you have shot that highlight your Wagga experiences.  Could be your successes or your failures, your funny moments, strange events or just show interesting characters, and these will form the basis of a brand new on-line T.V. show. We want you to feel a part of the waggawagga.tv story. Not only feel a part of it but be a part of it.  All you need to do is send us a link of the video that you’ve uploaded to YouTube or Vimeo or even Facebook.
Send us that link, we’ll tidy it up a little bit if it needs it, and then we’ll upload it to Wagga’s first online T.V. station. There you have it.  All done. You are part of history making, or at the very least you’re part of the new show Upload on waggawagga.tv.

Just email the link to me at info@cleanslatemedia.com.au. We’ll send you a confirmation email back to make sure that you are actually the owner of the link. You have to be the owner. We can’t have people sending in things they don’t own. That would be weird and possibly illegal, I don’t know. That’s it.

Upload! See you next time. E-mail us.

info@cleanslatemedia.com.au.

Does Video Work for Business? Umm, yeah…

Have you ever wondered whether it was worth creating a video for your business? Have you been frightened to spend money on making a video because you thought it may be a waste of time?

Check out the statistics on this info-graphic from a survey conducted in the U.S.A. that answers all your questions in the one spot.

If you would like to know how we can help you with the promotion of your business locally, call or email us today. we have something very exciting around the corner for local businesses and it ALL involves video! adam@adamdrummond.com.au or 0413 571 974

Info-graphic courtesy of Animoto.Small Business Video infographic

“The grass is always greener on the Walker side”

We were given the brief from the client to produce a 15 second TVC that showed that by having a Walker ride-on lawn mower your lifestyle was improved compared to your neighbour. After co-writing the script and creating a detailed outline, this was the result. Our very first TV Commercial as Creative Director at adamdrummond.com.au. Filmed and edited by Cut Above Productions.

Build your KLOUT muscle on Social Media

KLOUT began in 2008 and was used to primarily rate the effectiveness of social media users by ranking them out of 100 based on their social media presence, engagement with others and consistency.

Now, KLOUT is that, but so much more too. I use KLOUT like Hootsuite, in that KLOUT will suggest stories related to your general interests and the interests of your target market and then “bang” you can drag and drop the stories into a comment box and post to either Twitter or Facebook. (or more if you pay for more)

The main drawback that I can see at the moment, is that KLOUT doesn’t let you drag to your business Facebook page unless it is a Fan Page.

What I suggest you do though, is send it to your personal page, and then share to your business page when the topic is relevant to your business from your personal page.  Check it out…it’s basically very similar to Hootsuite, but ranks you against the world.

And on that topic, what should you rank? The average Joe/Jo is probably somewhere between 20-30 out of 100. Active social users are between 31-45 and experts or celebrities are 46 +. In fact if you have a score of 57 you are in the top 10% of social network users.

Call or email me, and I’ll help you to get your KLOUT score up!

Adam Drummond is the creative director of adamdrummond.com.au

“Building businesses through social networking strategies.”

Be seen. Be heard. Be social.