VOICE OVER MARKETING / PART 2
Kelley Shares How To Go Off-Road
With Your Own Voice Over Marketing
March 29, 2016
Note: VO pro Kelley Buttrick developed and produced a series of videos and snail mail flyers to attract a big potential client for her voice overs - Jeep! Did Kelley get hired? Well, the story continues. In Part 1 of this series, Kelley explains the campaign. Here, in Part 2, she shares how you can accelerate your own VO marketing ...
By Kelley Buttrick
See Part 1: Is Kelley Crazy?
Dreams are the stuff memes are made of. In order to gain traction on a passion pursuit, you have to come down from the clouds and chart a course to get up the mountain on your ultimate marketing off-road adventure.
1. DETERMINE WHERE YOU WANT TO GO
What is your destination?
Seems like an easy question, right? It shouldn’t be.
Carve out some quiet time when you can cut through the traffic in your mind and give the question serious thought.
For most business owners, the first of the year inspires thoughts on where to grow. 2015 was no exception for me. I decided if I had a magic wand and could do anything I wanted, I would like to be "the” voice of a few brands whose stories resonate with me on a personal level.
Jeep immediately sprung to mind as it’s near and dear to my heart. Our family has a long history with the automotive icon.
2. BECOME A TRAIL EXPERT
Before starting up the path, you need to know the terrain. Research the area, play out possible scenarios, check out the hazards and scenic views you’ll encounter.
For months, I immersed myself in Jeep brand history and personality, digging up early advertising campaigns and monitoring automotive press coverage as well as exploring the business philosophies of their top executives through news articles.
In addition, I amped up my engagement with other Jeep fans on social media. I ate, slept, lived and breathed all things Jeep.
3. MAP IT OUT
Now that you know where you are going, how will you get there?
Make a detailed map outlining how exactly you will get from your garage to the end of the trail.
We developed a plan to hit the email inboxes of Jeep executives and decision makers at their affiliated agencies with a series of videos explaining why they should book my voice for Jeep. We also decided to hit their mailboxes with snail mail echoing the video messages.
4. EQUIP THE VEHICLE
I pulled out every Jeep reference I could find to write the video landing pages and email content.
5. PUT IT IN GEAR
Now you’re ready to crank the engine and hit the trail. This is the action phase where you execute the plan you created.
On July 7, 2015, we sent the first video, which landed in the email of our targets the same day the paper card hit their mail boxes. Wish I could say it was planned that way, but it just so happened that luck was on our side.
We sent two videos and one mailed card per week, generating extremely positive direct feedback from several top-tier targets. Then, radio silence.
6. KEEP MOVING
Be prepared to winch yourself out of the mud. Always be on the lookout for alternate routes.
The day after this year’s Super Bowl, Jeep sent an email to owners announcing their #MyJeepStory campaign encouraging fans to create videos, photos and posts sharing personal experiences with their brand on social media.
Until then, my KB4Jeep efforts were conducted under the radar, but Jeep’s campaign opened the door for me to go public with mine. My team and I are still out on the trail working our way closer to our destination.
I hope this article gets your wheels turning in the direction of your dreams - and don’t be afraid to go off the paved road of traditional VO marketing to get there!
Kelley Buttrick is a versatile voice over talent known for matching her voice to the message, be it the sound of a soccer mom, corporate executive, flirty date or snarky BFF. Her pre-VO work experience in marketing and media gives her a unique big-picture perspective for each project. And while she enjoys the smooth ride of great agents, the nicest repeat clients and national bookings, she kicked it in gear with the Jeep marketing campaign and appreciates tweets, shares, likes, etc., especially when tagged with #MyJeepStory and #KB4Jeep.
Email: email@example.comJeep Campaign: www.kbvoiceovers.com/KB4Jeep
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