Posts tagged raven and finch
It's a wrap! October
unnamed.jpg

I remember last year when I swore that I’d force myself to speak to the camera more often. First was the Skillshare class that Sarah and I shot in September, and now, the second video for the upcoming Kickstarter campaign. Given the experience of those two videos, I might be able to say that being on film is way out of my comfort zone, which means that it’s something I must practice. On another note, the video for my upcoming Kickstarter campaign is complete and already uploaded. I’m still refining my concept for the text and the rewards, which I want to make more attractive than last time, but nevertheless, you can already have a peek here, and maybe even bookmark the page to receive a notification when it goes live. But that’s just a thought…

However, Kickstarter doesn’t just keep me busy because of the upcoming book that I have already started working on. At the beginning of the month, Kickstarter’s strategy team and I met with a couple of German creators to discuss the challenges of the German market. It was an incredible experience and one that makes you realise that even in a globalised world, there are still significant cultural differences. 

In the third week of the month, I went to the Dutch Design Week and spoke at the EHV Summit, consulted the wonderful teams at Eindhoven's Startup Bootcamp, and also managed to visit the great folks at Rockstart in Amsterdam, followed by a meeting with Dan from Peerby, the peer landing platform whose founders consider every city to be the greatest warehouse one can possibly have. 

I was also invited by the KAS to run a workshop about the trades one needs to be considered an attractive employee with Andreas Winiarski who represented Rocket Internet. Quite a combination! 

The best news is probably that of Raven and Finch, one of my wonderful clients, has been featured in the Entrepreneur Podcast on Monocle24, and also the news that my photography was highlighted in an EyeEms community newsletter

Once again, it was quite a month! I’m not taking any new clients until the end of the year, but will be available from January on! It’s time to take some time off, and quite frankly, I think we all deserve that every now and then. If you are curious about my South African adventures, follow along on Instagram.  

How do you market the invisible?
ravenandfinch

A case study

The hardest services to market are the ones consumers don't actively perceive. Sound, scents or any kind of user and customer experience that people only notice in a negative context are much harder to spread the word about compared to the obvious products and services one can touch and see. At the same time, utilising sounds, scents and well-executed user experiences in your brand’s marketing mix leave a lasting impression when done well. I believe that today, it’s much harder to stand out and make your brand be remembered because of visual incentives. You might agree with me that the market is oversaturated and customers are much more likely to remember how they felt while experiencing your product instead of seeing an ad in a magazine or on the street.

Nevertheless, the people in charge of marketing budgets often spend their marketing allocates on the obvious. It’s very likely that they’ll invest in classic visual advertising because they aren't aware of how alternative mediums can benefit their brand.

The team behind Raven and Finch, a Vienna-based sound branding agency, doesn't just know the advantages of branded sound identities, they are also familiar with the challenges that come with communicating what marketing managers could book the agency for. Let me give you an example to make the case more specific: one of the best examples of the power of sound is the use of music in James Bond movies. I guess now that I’ve mentioned the famous spy, you immediately have the famous melody in your mind. You’ve probably never realised that what has shaped the power of the Bond brand is the strategic use of melodies and sound sequences.

Strong brands have already learned their lesson and use sound to market their products. Then again, have you ever thought about how your brand sounds and what impression people have when dealing with your company? Given the statistics of SMBs paying attention to the sound of their brands, I guess not. On the other hand, looking at what companies, such as Coca Cola, have achieved through their audiophile approach, it might be about time to have a closer look at the sound experience of your brand. But let’s get back to the question of how to market the invisible; in this case, the services of Raven and Finch.

Together with Raven and Finch, we’ve discussed what benefits the agency delivers to their clients, which then enabled us to develop an umbrella communications strategy to market their services to marketing managers who are not yet aware of what one can achieve with sound. It became clear to us that the way to go was by addressing the sort of clients the sound branding agency wished to work with. Given how progressive the use of sound in the marketing mix is, the communication strategy to showcase the benefits of working with Raven and Finch had to start at an educational level. In our meeting, we conceptualised an online magazine that will showcase different user cases of successfully executed sound identities. To launch the Pursuit of Sonic Value, we chose a more traditional approach and decided to mail the first issue of POSW to existing clients, press and people Raven and Finch admire for their work in paper form. The future issues of POSW for you to learn more about the benefits of sound branding will be available online and you can receive them to your mailbox. Just signup here.

If you’re wondering about how to best market your business, just give me a heads up. Let’s start the conversation.

It’s a wrap! November
ravenandfinch

November was a big month: I registered my company and the next day I already had a meeting with Raven & Finch to kick off an exciting content strategy project. I returned to Berlin to say ‘bye' to my hometown of 2013 and 2014.

On the 11th, I packed my bags and moved to London for six weeks to work together with the guys from StaRating on the pre-launch of their app. 

I finalised the relaunch of smartergerman.com and was also able to accomplish a series of auto-responders and a social media guide for Michael’s incredible business, which you should check out if you wish to learn German.

At the end of the month I had the idea for my first book, This Year Will Be Different, which wrapped up the month just perfectly! 

Am I going to be working on your project in December?