WELCOME CENTRADO WELCOME Bradley Middleton | Director at Centrado - - PowerPoint PPT Presentation

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?

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

Sports-mad Dave

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:
• 550 – 1,400 users exposed to advert
• Only pay for each click!
• Target advert based on morning, evening & weekends

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

Verity the art collector

Tips and tricks

Content is king

TIP 1.

Definitely

TIP 2.

Worth the effort Consider

REMEMBER: It’s not all about you!

E

TIP 3.

Biggest mistake companies make is using social media channels as a platform to try and ‘sell stuff’

TIP 4.

“Create and Repurpose”

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

TIP 5.

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

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 6.

Use imagery

‘Posts that include images produce 650% higher engagement than text-only posts’

TIP 7.

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
• f fine art
• DIY video guides for weddings / baby

memories – how to make memories creative

TIP 8.

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 9.

Review and refine

• Review your success at the end
• f 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

TIP 10.

Useful resources…

• www.socialmediaexaminer.com
• www.facebook.com/business
• www.business.twitter.com
• www.business.linkedin.com
• www.socialmediatoday.com
• www.blog/hootsuite.com
• www.marketingland.com
• www.maximizesocialbusiness.com

Thank you

Follow Centrado: @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

Extra: Safety

• 5. Sustain

(Shitsuke) 4. Standardise (Seiketsu)

• 3. Shine

(Seiso)

• 2. Set in
• rder

(Seiton)

• 1. Sort

(Seiri)

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!