MARKETING
Marketing is an area of learning I have always invested a lot of time into so why not explore it and further my understanding. By focusing today's study session on this I can already see how this research and reflection will be of benefit my practise and improve my skills in self promotion. The BA PP ACI is about un packing areas which make up our practise, understand how we have learnt from that experience and how we can apply this knowledge.
On one of my mind maps on what makes up my practise, an area that branched out was my Career and the different companies I have secured contracts with. I realised that for the majority of them I have secured work via online castings rather than live auditions. This STUNNED me, reflecting on the amount of money spent on travel to London, accommodation and time off work. Should all companies consider an online casting alongside a live audition to save the expense on post graduates? Do we benefit from the healthy competition in the audition room, the adrenaline and nerves? Do the pressure of live auditions prep you for the pressure of performing in professional contracts? So how did I secure work without physically presenting my talent to the casting team? By emailing my material and marketing myself effectively and professionally.
"Marketing is the backbone as you as a business, your talent and your skills will secure you the job but we need to get you out and seen by the people you want to be seen by". (Body, J. 2020)
Jamie Body, has a fantastic podcast on marketing. He emphasis that YOU are a product and YOU have a personal brand. You need to take control and market yourself, "CEO of your own business and personal brand, own financial officer, social media and marketing manager and networking and securing new work."
To be my own marketing manager, I need to understand what the different roles of a marketing department are. Below I've bullet pointed the roles depicted in the article 'The Role of a Marketing Department' by The Hartford, and reflecting on how this relates to my practise.
- Defining and Managing Brand
manifesting what my goals are and how I intend to achieve them
- Produce Marketing and Promotional Materials
showreel: showcase my talent, CV, portfolio of images, collate testimonials
- Website Function
updating material, keep up to date with trends and keep layout striking and current
- Monitoring and Managing Social Media
Instagram Profile, contribute, manage and maintain
- Conducting Customer and Market Research
research what the casting criteria is
- Overseeing Outside Vendors and Agencies
research photographers, websites, videographers, apps for editing showreels
The Theory of Multiple Intelligences (Gardener, H. 2006) is applied here as we delve into our Logical Intelligence to construct the website.
Musical Intelligence to create the Showreel
Linguistical Intelligence to add a voice to our social media and website content.
Without any formal marketing qualification or study, as performers we are expected to ultimately be our own marketing department to an industry standard in order to secure work and progress our career.
At college we are provided as a collective with headshots and a CV Template. We graduate with marketing material yet should we also be taught where to navigate vendors and agencies to update our material post graduation to become a more unique performer? Post graduation I have connected with up and coming photographers via social media, using the theory of collective intelligence (Feenberg and Bakardjieva 2004). Through the power of collective intelligence and theory of connectivsm (Downes, S 2006) I can open a profile, connect and have updated material.
Are those with limited access to Web 2.0 at a disadvantage? How are they expected to keep up with trends? Do they have more difficulties in understanding what the casting team gravitate towards now and what promotional material they should be sending? Are those with a better understanding of how to navigate the industry on Web 2.0 at an advantage? How can we change this!
The 4P's - HOW TO USE THEM TO DEVELOP A SUCCESSFUL MARKETING STRATEGY
'Marketing Mix' (E.J, McCarthy 1960 cited in 'The Marketing Mix and the 4P's of Marketing')
PRODUCT: What does the customer want from the product?
a talented performer, intelligent, experienced
PLACE: Where do buyers look for your product/ service?
social media, website, spotlight CV
PRICE: What is the value?
talent and if you fit the casting criteria
PROMOTION: Where and when can you market?
send material before a season starts, before the casting commences, always keep material updated on website and social media
Have you created a marketing strategy without realising?
How could your strategy be improved to achieve that dream job?
In the current climate (lockdown) I feel it is so important to keep marketing and updating your material. Casting teams are browsing Web 2.0, viewing profiles and using connectivsm to locate new, talented performers that fit their future castings.
Thats todays thoughts! Considering this as an AOL for my essay as its a topic I am really invested in and with the goal of perhaps a prospect career in marketing in the future. Thoughts? Ellie x
References:
Body, J. (2020) Marketing for Creatives and Freelancers [audio] [Accessed on 01 March 2021]
Mind Tools, The Marketing Mix and The 4P's Of Marketing [online] Available at: https://www.mindtools.com/pages/article/newSTR_94.htm [Accessed on 01 March 2021]
The Hartford, Role of a Marketing Department [online] Available at: https://www.thehartford.com/business-insurance/strategy/creating-marketing-department/role [Accessed on 01 March 2021]
Hi Ellie, this blog is really interesting and is a reason why I'm hesitant to delete my socials as I use them for self promotion.
ReplyDeleteI'm not sure how I feel about all online auditions as I feel like I thrive in the audition environment, however it's very expensive, time consuming which makes it 10 times worse when the audition isn't successful. During the pandemic I feel like some people have been very privileged to have dance studios built or rooms converted for them. They therefore have the upper hand when sending audition material. There are so many positives and negatives, my list could go on forever! I would definitely use this as an AOL if I were you as you're passionate about the subject and have a lot of personal anecdotes you can use. Look forward to reading more of your blogs, I find them so helpful x
Hi Ellie,
ReplyDeleteThis has sparked so many ideas for me and something I am also considering to write about in my essay. My full time job at the moment is in social media and marketing. After having no training I landed this role because of my own social media and how I promoted myself for the dance industry. It is amazing how much we have had to learn as performers and how our skills are all transferable to other aspects of our life.
Like you a lot of the jobs I have secured have been through online submissions. I think this is fine if everyone is truthful in their photos/videos however working behind the scenes now for a company in fashion people can submit work that a) is extremely edited b) not even be them which is just a complete waste of time for everybody! Sometimes a live audition you know that person is 'real' because they are right in front of you. Also I think you can have a feel for a person in the audition room? I think a video followed by a live casting would be such a great idea.
Just some additional thoughts I took from your blog. As ever great read.
Abi x
Hi Ellie,
ReplyDeleteI've learnt so much reading your blog. Marketing and self promotion is not a strong area for me - least of all on Web 2.0! I've noted down the areas mentioned for 'the role of the marketing department' as I think these are areas I can reflect further on. I now have a known unknown in my professional practice.
I also loved your very real example of connectivism, how brilliant is it that we can link through and agent to their recommended photographer and find out more about them? A simple example of what we do every day using Web 2.0
Thanks
Sally