WELCOME
CENTRADO WELCOME Bradley Middleton | Director at Centrado Huntingdon, UK
AGENDA 17:30 - Registration and meet suppliers 18:00 - Welcome 18:10 - Three course meal 19:30 - John Berry | Chairman at Marketing Agency Cognition, UK 19:50 - Kevin Meath | Consultant to the Picture Framing Industry, USA 20:10 - Networking session 20:55 - Centrado round up and time to talk to suppliers 21:10 - Event finish
DINNER Please enjoy your meal!
HOW TO HARNESS SOCIAL MEDIA John Berry | Chairman at Cognition creative marketing agency Leamington Spa, UK
How to harness Social Media
Vintage social communication
Modern social communication
Why should I care?
Mainstream Potential Not to be ignored
Who is your ideal customer?
Sports-mad Dave Who is Dave? • Male • Aged 30-50 • C2D, Home-owner and married, children live at home • Works Monday-Friday, 9am-5pm, time-poor • Collector of sports memorabilia and autographs • Loves to go and support his local team every Saturday! • Very active on Facebook, tends to log-on early morning and in the evening • Interested in engaging with other collectors • Reads online content around the subject • Mainly uses mobile and tablets to browse, has access to desktop PC
Facebook Targeting Number of Dave’s • Taunton & surrounding 20km • Males, 30-50 • Express following interests: Football, collecting sports memorabilia, collecting autographs • Total = 14,000 active users • Set up advert = image/video, high quality content, clear call to action • £5 budget per day would deliver: o 550 – 1,400 users exposed to advert o Only pay for each click! o Target advert based on morning, evening & weekends
Verity the art collector Who is Verity? • Female • Aged 45-65 • ABC1, owner of UK and holiday properties, married • Retired, time and cash rich • Adores art and is willing to pay for it! • Visits art galleries and high-end boutiques • Uses Facebook for keeping in touch • Interested in reading and watching related programmes • Increasingly leaning on online sources for information • Uses mobile but uses study computer for more involved searches • Buys in-store, not online
Tips and tricks
TIP 1. Content is king
TIP 2. Worth the Consider Definitely effort
TIP 3. REMEMBER: It’s not all about you! E
Biggest mistake companies make is using social media channels as a platform to try and ‘sell stuff’
TIP 4. “ Create and Repurpose ”
TIP 5. Be organised • Produce a fortnightly broadcast schedule • Direct audiences to: • Website landing pages and product pages • Customer case studies / imagery of end user products • Highlight product benefits and USPs • Industry knowledge – educate audiences • Top-tier / highest ranking products • Use Hootsuite’s free scheduling tool to schedule content in advance to create a regular stream of activity
Broadcast schedule example - Facebook Day Time Post copy / topic Monday 8.45am ‘Creativity is contagious…Pass it on!’ # MotivationMonday [IMAGE: Artist at work] [TOPIC: Inspirational quote] Tuesday 1.05pm How do you hang a piece of #art? Check out our step-by-step video to find out: [LINK to blog with video] [VIDEO: 30- second auto-play clip of video] Wednesday 5.45pm Avoid the mid-week slump by taking advantage of our #SpecialOffers: [LINK to website] [IMAGE: of product on offer] RT & F for an extra 10% off! Thursday 7.30am Check out this masterpiece by @XX … [LINK to third party news] [IMAGE of art] #DesignInspo #FineArt Friday 1.30pm #January is the perfect time to revamp your #art collection. Take a look at our range of pieces for inspiration: [LINK to product page] #ArtInspo #InteriorDesign Saturday 3.05pm Ever wondered what it’s like to work at an # ArtGallery? Take a look at our behind-the-scenes tour: [LINK to blog with video] [VIDEO: 30-second auto-play clip] Sunday 7.30pm Twitter poll: What’s your favourite ‘art’ style? Answers: Abstract, Classic, Pop Art, Surrealism
TIP 6. Get Engagement • Aim to spend 10-15 minutes every morning, afternoon or evening on social media engagement • Invite audience participation • Create and share content • Ask open-ended questions to facilitate two-way communications • Tap into industry hashtags • Identify key calendar dates • Monitor key industry news titles • Utilise customer-generated content • Host competitions / special offers • Ask for likes, comments and shares
TIP 7. Use imagery ‘Posts that include images produce 650% higher engagement than text- only posts’
TIP 8. Use video 55% people with social media accounts watch an online video every day’ Ideas: • How to guides for framers / interior designers • Time-lapse video of how to frame a piece of fine art • DIY video guides for weddings / baby memories – how to make memories creative
TIP 9. Get customer created content ‘ Engagement rises by 28% when customers are exposed customer generated content’ Ideas: • Ask audience to send in their most creative framed items, share images of the products they have purchased from you • Host all audience content on webpage on website • Webpage to act as inspiration for others • Creates bank of social media imagery that you can use time and time again
TIP 10. Review and refine • Review your success at the end of every month • What is working? • What isn’t working? • What achieves highest levels of engagement? • Refine approach moving forward to give your audience what they want • Facebook and Instagram have their own built in company page analytics
• www.socialmediaexaminer.com • www.facebook.com/business • www.business.twitter.com • www.business.linkedin.com Useful resources… • www.socialmediatoday.com • www.blog/hootsuite.com • www.marketingland.com • www.maximizesocialbusiness.com
Follow Centrado: Thank you @Centrado_UK Centrado
PLANNING FOR PROFIT Kevin Meath | Consultant to the framing industry North Carolina, USA
BEST UTILISATION OF MATERIALS Physical size of the job Moulding Mountboard Crating/packaging
THE 5S METHODOLOGY 2. Set in 4. 1. Sort 3. Shine 5. Sustain Extra: order Standardise (Seiri) (Seiso) (Shitsuke) Safety (Seiton) (Seiketsu)
USE PRODUCTION LINES Using a production line inevitably increases efficiency
NETWORKING AND PANEL QUESTION SESSION Bradley Middleton | Director at Centrado Huntingdon, UK Kevin Meath | Picture framing Consultant North Carolina, USA John Berry | Chairman at Cognition Leamington Spa, UK Mark Wilson | Owner at Framiac Bristol, UK Kristine Strautane | Account Manager at Groglass Riga, Latvia
HOW TO PRICE A PICTURE FRAME Mark Wilson | Owner at Framiac Bristol, UK Useful links: http://www.pricingaframe.com https://www.framiac.com/
NEW SUPPLIER: LEGION PAPER Based in USA Suppliers of premium quality Rising cotton rag mountboard
NEW PRODUCT Spectra SW200 range
PRODUCT FOCUS Artglass Preservation Clear Artglass UV99
SERVICE New Italian Bottero 353 BKM glass cutter New Schelling FM6 Beam Saw
SERVICE New 12 tonne MAN curtain sider truck
MARKETING New website Frame Force magazine
THANKS FOR COMING! We wish you all the best for a prosperous 2017!
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