Don't let marketing overwhelm you!

 Ready to create.

Ready to create.

What’s the secret?

You’ve probably tried many methods to get your message out. You may have posted on social media, expecting an overwhelming response, only to realize the only person who liked your post was a colleague. Then, you may have tried another social media platform, only to have a similar response. You wonder if it is the photos, the times you are posting, or if you even have the right platform. The options are endless. The secret lies in communicating to your customers the story they want to hear. Today’s content is needing to be more targeted than ever before. Stop trying to reach everyone - they are not your audience.

Content redefined

We’ve all heard the saying, “content is king” however, what does that mean for your business? Gone are the days when content was the creation of many well crafted articles. Content now comes in the form of images, videos, quotes, social media video stories and articles, to name a few. It’s a well crafted blend of styles of communication that demonstrate a unified message and look. Determine what it is that you want people to know about you, and then orchestrate all your communications towards that message. Don’t forget to include clear call to action! Make it simple with a low barrier of entry.

Show your personality

As a person, business or organization, your personality needs to be clear. Your messaging and content needs to communicate that personality, as well as your look and feel. It needs to be warm and inviting, even when it is polished and professional. Be inviting to the people you are trying to reach.

Create a plan

This may be beyond what you and your team are able to do on your own. There are many professionals who have the insight to review who you are, who your audience is and what you need to reach them. But, as long as you don’t have a plan, it will be difficult to execute. We are always too busy to randomly demonstrate our presence. We need to be deliberate and intentional.

Be interesting to those that matter

This is probably one of the most important aspect of communicating to your customers the story they want to hear. It may take one second to get their attention, but if you are providing a solution for something they need, they may suddenly have an abundance of time to explore deeper.

The emphasis on having interesting, lifestyle visuals is critical. In the moments people go through their feed, you need to stand out, you need to be interesting enough for them to want to follow your social media feed. When you are interesting, they will follow you. When they follow you, they will see what you have to offer.

Get started

  1. Discovery and exploration: determine your personality, your messaging, who your audience is, where they are and what your goals are.

  2. Create a plan: outline what you will do, who will do it and how often it will take place.

  3. Use powerful and relevant visuals: lifestyle video and photography with interesting messaging will get people’s attention. You only need to get the attention of the people you are wanting to reach - not everyone. Choose imagery and film that they want to see. Profile yourself in a relatable manner.

  4. Review your results and make changes: watch the stats of what you post. See what gets results. Only work what works. Try new tag lines or new thumbnail imagery.

We can help

Our team specialize in reviewing and assessing your needs, helping you discover your personality and then creating digital assets to connect with your audience. Studies show that over 80% of how people consume content is through video. It’s today’s language. If you would like to communicate with us as to how we can help you get started, please contact us. We care and we want to help.

Author: Karen Schenk

3 ways to create content that gets you known

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Do you ever wonder why it feels like no one is listening? It’s probably because they are not. From the moment your alarm rings each morning, you are inundated with messaging. Most of your messaging is saturated with advertising. You have the opportunity to pick and choose what you want to see and hear in an effort to stay sane. You will notice that your feeds develop themes as you shape who and what you are listening to.

Just imagine, if it is that overwhelming for you to process the information that comes your way, how are you going to be heard? How can your message stand out?

The answer lies in content. The right content. Gone are the days when content is only articles. Content comes in the form of photos, videos, ads, posts, social media as well as traditional articles.

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Get noticed

Content Marketing is all the Marketing you have left. - Seth Godin

  1. Know your audience

    It’s never been as important as it is now to know your audience. Who are you wanting to connect with? Today’s media platforms enable you to set up ads and campaigns that are clearly targeted for your audience. If you want everyone, everywhere to see everything you do, you will not get results. You need to know where people are, what their interests are and what will stand out to them. Take the time, spend the money to do proper target market analysis. It makes all the difference.

  2. Focus on your desired outcome

    If you were to state one thing that you are wanting people to do, are you able to do so? Focus will give you results. You may want to sell many things, but is it better if you target having people contact you? Customer service will always stand out. People are not looking for you to sell them something. They are looking for solutions and how your messages relates to them. How can you be the solution, and what makes your content relatable? What has worked best in the past? Use that method to fulfill your mission.

  3. Use beautiful relevant visuals

    Our society is more visually oriented than it has ever been. Powerful videos and imagery is everywhere. You may not have the tools and resources to create these images, but they are not out of your reach. To set up a scene and create lifestyle photography and film, can be done without spending a lot. These images of real people demonstrating the values of your business and product will build your brand and communicate in a powerful way.

It’s an exciting time for companies. You now can target market the things people love and market directly to the people who are interested in what you have to offer.

Author: Karen Schenk

Why high end?

When you can do a common thing in an uncommon way; you will command the attention of the world.
— George Washington Carver

We are a team of creators. We draw, write, photograph and film. We combine art with a little science. At Iconium Media, our team strives to make beauty that captures attention and elicits a response.

We help you get noticed

Today’s world is noisy and your attention is being sought everywhere. It takes a lot to stand out. Nearly everything you do in life requires media.

We strive to stay ahead of the curve by embracing the ambitious approach of today’s Millennials. These young artisans understand the language of today’s new media in a way that penetrates through layers of communication.

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Take risks

“The greatest artists like Dylan, Picasso and Newton risked failure. And if we want to bet great, we’ve go to risk it too.”

Steve Jobs

Where magic happens

Media is created through a collaborative effort that combines years of experience in responsive media; the expertise of the client; and the unfettered approach of today’s creative Millennials. The blend of these strengths is where magic begins to happen.

Ultimately creativity trumps gear - every time! However, the right tools stimulates passion that compels team members to learn and try new things. They collaborate together while using powerful tools that lead towards quality imagery. Our creative team is challenged to think big, take risks and create great results.

Why high end?

Ultimately, tools are simply the items artists use to create. In and of themselves, they do not make anything look awesome, it’s the artist who does.

We research our tools as carefully as we hire our talent. We see how high end tools stimulate creativity and enhance cinematic filmmaking when they are in the right hands.

We want to create the best with the best. This is a daily opportunity. Everything changes…so we change with it.

Our gear

We work hard to stay on top of current trends, and work with some of the most sophisticated filmmaking technology available today. We shoot with high-end cinema cameras such as two RED EPIC-W 8K cameras which allows us to shoot in ultra-high definition and deliver films in up to 5K -- over six times the resolution of standard 1080p HD video. Along with incredibly high resolutions which allow us to capture both film and still images at the same time, our cameras offer  advanced colour science with incredible dynamic range that allows us to capture a wide range of challenging filming scenarios.

We also offer a variety of unique tools that allow us to fulfill the creative vision for your project while maximizing the production value of your film. Some of these tools, amongst many others, include: the DJI Ronin stabilizer, multiple high-end Canon lenses, lighting package, teleprompter, 4K drone, slider, camera crane, and much more. 

Tell us how the right tools for your trade make a difference for you?

Author: Karen Schenk

The start up grows up

A few months ago, it became clear that the time had come for Iconium Media to move. We looked into several probabilities and discovered our new home: a big empty industrial space. Our creative team came up with some ideas, plans and a lot of hard work began. We were the beneficiaries of some great gifts along the way as people helped put the space together! 

Thank you to Goodchild Realty, Gem Cabinets, RowJac Renovations, Kevin Neufeld, Devin Capcara, Trevor Muzika, Caleb Vander Leek, Strathcona County, Sorenson Electric, Lehmann Plumbing, National Audio, and the Iconium Media team: Karen Schenk, Denver Capcara, Adam Hutlet, Zachary Walters, Abigail Sanchez, Jared Sanchez, Cam and Kaylin Schenk

Our new space 

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Action.

The team was not even moved in when Iconium Media filmed for SPAC Youth on August 9th. It was a great day doing what we love.

Iconium Media was incorporated on July 31, 2015. Owner, Karen Schenk had been approached by a client to create a large online training project. This project required a full team complete with a film studio. Time was of the essence, so the hunt began for the right team and the right location. The team came together quickly, but studio location seemed to be a problem. In the haste to pull things together, a temporary set up was assembled in Karen's garage. At that time, we had no idea that would be home for Iconium and team for the next 3 years.  This location allowed us to grow, to acquire gear and develop a network of team members, projects and clients. 

The garage 

 2015 - 2016 - Jesse, Denver, Megan and Karen (with an occasional visit by Jessi, the choc lab)

2015 - 2016 - Jesse, Denver, Megan and Karen (with an occasional visit by Jessi, the choc lab)

 2016 - 2018 - Denver, Adam, Zachary, Chantal and Karen, with a team of part time.

2016 - 2018 - Denver, Adam, Zachary, Chantal and Karen, with a team of part time.

2018

2018 - the garage studio seats up to 10 people. 

The renovation

 Exploring ideas

Exploring ideas

 Is this truly possible?

Is this truly possible?

 Lunch break. Denver, Zachary, Karen, Adam & Abigail.

Lunch break. Denver, Zachary, Karen, Adam & Abigail.

 Karen and Adam laying floors

Karen and Adam laying floors

 This filmmaker needs to keep his day job. Note: "mom-jeans", duct-taped/paper towel knee pads and improper use of tools.

This filmmaker needs to keep his day job. Note: "mom-jeans", duct-taped/paper towel knee pads and improper use of tools.

 Our in-house Instagram Story expert, Abigail, truly was working while capturing the moments.

Our in-house Instagram Story expert, Abigail, truly was working while capturing the moments.

Author: Karen Schenk

Casting Call: Strathcona County Tourism Film

As part of Iconium Media's ongoing work with Strathcona County, we are working on a Quality of Place film highlighting all the different recreation opportunities that Strathcona County offers. We are filming three sequences in the next month and are looking for people to be featured within them. These shoots include: Branches Sandwich Shop, Sherwood Park Mall, and the Woodbridge area. Details regarding each of these shoots are listed below. Please contact us at Info@iconium.io if you are interested in participating. 

Branches Sandwich Shop

Branches is a local Sandwich Shop that we are looking to feature in the video. We are hoping to capture a casual group of friends out for lunch at this location. 

  • Who: Group of 3-5 friends, 20-35 years old, preferablly ethnically diverse
  • Activity: Group of friends having lunch at Branches restaurant 
  • Where: Branches Fresh Food Experience (23108 Highway 16, Sherwood Park, AB T8A 4V2)
  • Required time: Approximately 1-2 hours
  • Availability: During weekdays (Monday-Friday, 9-5pm) throughout the months of May-June 

I have attached a few screen grabs of our shot list below: 

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Sherwood Park Mall

Another opportunity that we want to highlight is Sherwood Park Mall. We are looking for people to participate in a shoot where a group of moms walk through the mall with their young kids. 

  • Activity: Group of friends shopping (INTERIOR): Ideally we are looking for the scene to include a group of mothers walking through the mall, shopping, with their kids in their strollers.
  • Where: Sherwood Park Mall
  • Required time: Approximately 1 hour
  • Availability: During weekdays (Monday-Friday, 9-5pm) throughout the months of May-June

I have attached a few screen grabs of our shot list below: 

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Woodbridge Area

Lastly, another area we are looking to feature is Woodbridge and the neighbouring residential area. We are hoping to showcase a young family going for a walk around sunset throughout the beautiful landscape. 

  • Activity: Young family taking their kids for a walk over Woodbridge

  • Where: Woodbridge Farms Covered Bridge (63 Woodlake Manor, Sherwood Park, AB T8A 4B8) 
  • Required time: Approximately 1-2 hours
  • Availability: During weekdays (Monday-Friday, after hours) throughout the months of May-June

I have attached a few screen grabs of our shot list below: 

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Let us know if you are interested in participating in any of the above scenes and we will review to see if you fit the role. Thanks in advance! - The Iconium Media team. 

Bluetrain: a success story

The "You Can" campaign inspires entrepreneurs to start their business in Strathcona County.  Iconium Media was hired by the Tourism and Development department to capture the story of several local businesses which started, and found success in Strathcona County.

Iconium Media filmed the stories of a fashion-inspired Chocolatier, Jacek Chocolate Couture, a ground-breaking vertical farming startup, Nutraponics Canada, and one of the largest companies in the world, Shell

Our latest business story was Bluetrain: a local company committed to providing outstanding digital strategy to it's clients. Bluetrain was a strong business, with a driven leader who helped drive it's success.

Early in pre-production, we collaborated with the Bluetrain team to determine where else we could try and pull out this visually / emotionally engaging piece of the film.

Bluetrain strongly values balance, and teamwork so they incorporate many social events into their schedule. We were able to share this aspect of team, along with their business success story. 

Vertical video

Upon completion of the original, full-length promotional video, a second version of the film was modified to be used across social media platforms, in order to promote the film / campaign. This version was created as a "vertical video" to be used within Instagram Stories and a users Facebook feed. Research shows that Vertical Video is the future of mobile video. The main reasons for this development are that mobile devices are naturally oriented to the "portrait" landscape, making vertical video already perfectly aligned to this medium.

"Smartphone users hold their phones vertically about 94 percent of the time." (Source: MOVR Mobile Overview Report)

As well, as the fact that "portrait / vertical" content physically takes up more space on a users screen when scrolling their their feed. Therefore, there is a higher chance of them seeing the content, and actually interacting with it. Additionally, Instagram stories are currently one of the hottest trends, where the majority of people are actively engaged. 

200M Daily Active Users (https://www.plannthat.com/instagram-stories/)

Lastly, we also incorporated motion graphic titles into the social media version of this video in order to help create engagement on platforms where videos naturally play with "sound-off". By adding these titles users are able to see what is being said in the video, even without sound, allowing them to still understand and engage with the video if they chose. 

The launch

Strathcona County Tourism and development, along with Bluetrain Inc., were both very impressed with the video and how the story was told. The video is now being featured around the community. 

We had a pleasure working on this project and look forward to telling other success stories in the future! 

 

5 Ways to reach your audience

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Every day we are bombarded by imagery that drives us to take action. Visuals influence our decisions. Sometimes we don’t even know what we are responding to, we just know that something is triggering a response.

Each person is now a marketer. We all have a suite of tools by which we pursue to visually influence others and captivate them.  We showcase our products and services to engage an audience through our favourite platforms. We've discovered that the more dynamic and unique our look is, the more we stand out.  While this is true personally, it is also true of the organizations that we represent.  

1.    Marketing is not optional

Gone are the days of ignoring the need to market. Every industry is overwhelmed by competition for your audience’s attention. The line between industry and personal has been blurred and people need to see, feel and experience your brand in a personal way to influence their buying decisions.

2.    Brand your image

Your brand is visual. You have a story to tell.  If you don’t tell your story, others will. There has never been a need as there is today to tell your story in a powerfully visual manner.  Everything that is created by your company needs to communicate your brand. Be consistent and recognizable.

3.    Make a simple path for your users

Today’s consumers are motivated by emotion. There are so many visuals and opportunities coming at them each day, that they are looking to you to simplify their decision making by showing them your brand can help solve their problem.

They will go with the organization that shows them they will be the best choice. Shockingly, the first step in this decision making process is made in 4 – 6 seconds. They see your ad, they go to your site and if the answer is not right there, they will move on and click away.  Once you have their attention, and they engage, then they will explore deeper. Make sure that you have deeper information available and the opportunity for them to talk to you.

 

In this ever changing media culture, you cannot control the viral behavior of marketing, but you can control your visuals. You can make yourself real to your audience. They can see that behind the brand, there are real people, who have personalities that they can connect with.

4.    Use the right medium to communicate

Today’s greatest method of consuming information has shifted to film. People process information by watching videos. Facebook founder Mark Zuckerberg says that 90% of the social network’s content will be video-based by 2018.  Video will account for 80% of all internet traffic by 2019, up from 64% in 2014, says technology giant Cisco.

5.    Create a marketing plan

Our days are filled with many things to do – if we do not plan to market, we won’t. Daily posting images and posting ads may seem trivial. However, in the larger picture, these regular methods of communicating your brand and message will make you known to your audience. It’s difficult to take a random approach.

A marketing plan requires a bigger picture plan with well-defined action steps. A well-documented, intentional plan that outlines who your target audience is, where they are at, and how often you plan post in each medium.  It’s critical to track your efforts. Some campaigns may not work, so the sooner you modify and make adjustments, the more you will learn about reaching your network.   Iconium specializes in creating plans for our clients. 

Contact us for more information. 
 

Written by Karen Schenk

Creating art at the end of the world

On the first hot sunny day of the season, with temperatures of 29C, the Iconium Media film crew ventured around Edmonton to film Soap Box Duo's music video which will appear in RSVP Ministries upcoming film series, Voice. The series is designed to encourage people to come alongside one another and to give a voice to those who are silent.  This three part series tells the story of Alexander and Jenesa's journey.  

RSVP Ministries creates small group curriculum that features film. Check out their website, where you can order and purchase one of their previously completed series. 

Iconium Media is thankful for the opportunity to partner with clients who use powerful storytelling to help make a profound difference in people's lives.  

The Soap Box Duo, Alexander and Jenesa. 

 Music video:  Shades of Blue. 2017.

Music video: Shades of Blue. 2017.

Meet our team

The Iconium team creates compelling and engaging visual stories. We work together, complimenting one another's skills.  Our team consists of: Zachary Walter, Jr. Designer; Denver Capcara, Filmmaker; Dana Franklin, Content Specialist; Kaylin Schenk, Jr. Designer; Karen Schenk, CEO; Chantal Beaudoin, Content Developer; Adam Hutlet, Filmmaker. Missing: Cheryl Purschke, Sr. Designer.