The holidays are a busy time of year. Whether at work or home, the to-do list doesn’t seem to ever shorten, and the nostalgia of the year just passed will soon give way to the exciting possibilities of the new one. Here at PG we are gearing up for a biggest year yet, connecting with the largest and most engaged audience of guitarists in the world.
As you look forward to growing your business in 2019, I’m here to offer you my outlook on the best ways to spend your energy and dollars in the coming year: your 3-part Marketing New Year’s Resolution.
Say it with me...I WILL
Start (or increase) creating content
Creating content may feel unnatural to a lot of companies. It can seem like something that is unattainable or that has a high barrier of entry. I would encourage you to put aside your fears or doubts and just do it. Start. It doesn’t have to be on expensive equipment or have a high production value -- just get something out there and edit your methods as you go. Showing a human side to your business by highlighting your employees via a blog, giving a behind-the-scenes glimpse into your production process, or starting a weekly tips or how-to series is the best way to establish your brand as a place where knowledgeable PEOPLE work. Your customers want to know you. And when they know you, they can develop trust in you. Once you have a feel for simple content creation, you can move strategically in providing value to your customer that will compel them to choose your product over everything else. Gain their trust, provide them value (content), make the sale.
Take charge of advertising analytics
When you’re choosing a restaurant to eat at this weekend, stop and consider the factors behind your decision. Will it be crowded? Is the food any good? Did I get sick the last time I ate there? How long is the drive? Is it expensive relative to the quality? If you consider that many things about one meal, then where and how you spend your marketing dollars should have at least much data to back it up. In the digital age, we have more data than ever to help us make sound decisions. But, you have make the effort to acquire, analyze, and use it. Every place you spend your money should offer you analysis on the platform your ads will be displayed, why it could work for you, and the products that best fit your goals. And, most importantly, they should be helping you once your campaigns are complete to analyze the results. Was it worth the money relative to the value provided to you? Is there something that can be improved upon? What aspects showed promise and should be used in future efforts? Analyzing your ad spend is the key to increasing your ROI for future campaigns.
Set goals and a plan to get it done
This may seem like the most obvious of the three and it’s probably the most important. There is no shortage of where, how, and when to spend your advertising dollars on the internet and because of this, it can often feel like the process and procedure is the most important thing. What should I set my budget as for this Facebook boosted post? What keywords should I target on AdSense? How can I structure this giveaway to attract the most opt-in email addresses for my list? Before you ask yourself any of those questions, you need to ask yourself what you are trying to achieve. What you want to accomplish should dictate the plan by which you will achieve it. Acquiring email names, increasing brand awareness, launching a new product, or generating traffic and sales on your website all require different strategies and methods. Setting explicit goals and managing your expectations for results is the best way to do the right things again and to steer you away from making the same mistake twice. After all, you can’t hit a target if you don’t know where to aim.
On behalf of the entire staff of Premier Guitar, we wish you a joyous holiday season and continued success and growth in 2019. If you’re looking for help getting ideas for creating content, learning the ins-and-outs of advertising analytics, or defining your marketing goals and plans for 2019, PG’s Marketing Lab is here to help. Give me a call or sign up for a FREE 30 minute consultation below and let’s dig in.
Though few may use Ambient in subtle applications, it is capable of nice sounds on that spectrum. By using the lowest mix, tone, and decay settings, you can create an appealing facsimile of studio plate reverb that isn’t slathered in cloying top-end harmonics—particularly in the deep mode (which adds low octave) and the sustain-rich lush setting. At advanced mix and decay settings, the Ambient can sound colossal, alien, and unreal in ways any serious sound designer would be happy to explore. Haze mode, which uses sample rate reduction to create grainier, fractured, lo-fi pictures, is its own awesomely weird animal. You can fashion outsized dream-pop textures, or, at the most extreme level and mix settings, use the tone slider in crossfade fashion to conjure scuzzy VHS horror tones that, frankly, freaked me out as I was playing them.
One of Di Meola’s biggest projects is, of course, the guitar trio he shared with John McLaughlin and Paco de Lucía and their thrilling 1981 record, Friday Night in San Francisco, which elevated the acoustic guitar ensemble to the level of high art. Di Meola shares the behind-the-scenes stories of that tour and the 2022 archival release from the next night’s concert, Saturday Night in San Francisco. He calls the ensemble’s dynamic a “real healthy competition” and explains, “I knew I was up against two guys who were relentless in their delivery of phenomenal ideas. When they finished a solo, it was like, ’Oh my god, what am I gonna come up with.”
No chat with Di Meola, who famously opened up his kitchen in the post-lockdown part of the pandemic, would be complete without a survey of Southern Italian food. Why is sfogliatelle the maestro’s favorite pastry, and where does he get his? If he’s on tour and there’s nowhere to eat but an Olive Garden, what’s his order? And much, much more.
