Weston Communications

Want to see behind the scenes of The Body Coach's YouTube channel marketing? It's in the photos below!

We do PE with Joe each morning via YouTube on our TV. The boys were moaning that he wasn't starting properly - he was moving but the 'like, comment and share' calls to action weren't disappearing. We refreshed a couple of times and the images below are what we saw - the behind the scenes annotations and marketing plans for his content!

Eventually we changed to using my mobile and as the image shows, this is what Joe and his team want us to see. I thought it would be useful / interesting to those of you using video with your communities.

Initial learning points.

1. Make sure your preparatory content is in sentences and use the word 'please' appropriately - you never know when it's going to get out to the wider world!
2. Have someone check what your content looks like on more than one piece of kit, if you can. Someone who isn't you - it looks different for a creator.
3. Even people doing incredible work, raising 100K for the NHS, like Joe is, are human. They make mistakes. And they crack on and make it work for them regardless. If Joe can do it, you can too.

What else can we learn from this?

This is a classic example of what happens when you set an advert running and don’t monitor it / don’t engage with the content that comes from it. It feeds itself. There’s some funny stuff in the comments.

An alternative view could be that they’re still selling so many classes as an affiliate that they don’t care???

Either way, interesting for their brand value.

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Joe's decision to donate the money from the ads around his P.E. classes is strong on several levels.

1. It's brought him significantly more media and exposure than whatever he'd have been able to spend his YouTube income on.

2. He's tapped into something that has a high emotional currency right now - and that currency is not going to diminish over the coming weeks. I predict that we'll be out clapping for our NHS and key workers every Thursday at 8pm whilst this situation continues.

3. It is perfectly aligned with his broader goals - health and wellness. If we all (including me...) get healthier and fitter we will be less of a drain on the stretched resources around us.

4. He's found something that in the future, he can continue to use as his connection to us all. And there are myriad avenues for development there.

5. First move advantage.

What do you think?
Is there anything you could learn from this for your own business?

Words can't express how happy and proud I have felt every day this week as the nations P.E. teacher. I’ve been overwhelmed with the response and the support it's had from everyone. ❤️

As a result of so many people viewing the workouts on YouTube the advertising revenue generated has been unlike anything I've seen or experienced on my channel before.

So I've decided that as long as I’m the nations P.E. teacher, every single penny of the money generated on these videos is going to the place where we need it the most right now. All of it is going straight to the NHS, to support the real heroes right now.

Thank you for watching, joining in and sharing… I’m loving being your P.E. Teacher and now you can watch again, knowing you’re not only staying fit, you’re also helping raise money for the NHS.

See you Monday at 9am 😃

I have some content to share with you. I suggest you
1. Read it
2. Consider how you can apply it to your own services and products.
3. Try it out
4. Come back and tell me what's worked and what hasn't.

By email at [email protected] or here on messenger. Whatever works for you, works for me.

< Link in comments >

Trailblazer was published by Marc Benioff in 2019. He writes about 'troubled times' - if only he knew then, just how significant his words would be.

What are your business values? How do you operationalize them? Which platforms and messages are you using to share them with your community?

So. You now know that both the employed and self employed will have lump sums hitting their bank accounts in June. Will your business be ready to make the most of that opportunity?

There are 67 days between now and the first of June.
The countdown has begun.

We're proud of the work we've done over the last 11 years. Whether it's marketing, PR, communications or content production, it never fails to put a spring in our step when we receive praise for our originality and ability to make things happen.

Thoughts on this marketing collateral...

Cheeky Wipes UK need a housepoint for their collateral - everything is consistent, attractive, useful and engaging. I have been sharing their business as an example of 'how to do it' for a number of years and these comms are a perfect extension of all they've done so far.

Full disclaimer, a decade ago, I did some marketing and PR for Cheeky Wipes and have been tracking them ever since ;)

A little update from us to you...x

Weston Communications updated their phone number.

Weston Communications updated their address.

You just knew it would be innocent who nailed comms at this point, didn’t you?

DAILY UPDATE

Hello everyone. Here's a random assortment of useless trivia:

Today is a Wednesday.

WEATHER UPDATE: It's nice. Unnecessarily nice.

Today would have been Aretha Franklin’s 77th birthday, and it’s Elton John’s birthday. It’s also Rochana’s birthday. She works in our customer service team. Cake all round.

TODAY’S WORKING FROM HOME CHALLENGE: Sneak an acrostic poem into an email (minimum seven lines)

Did you know: A chicken with red ear lobes will lay brown eggs, a chicken with white ear lobes will lay white eggs. To be honest, we didn't even know chickens had ears.

EDIT - Dani has got in touch with us to say that the ear lobe thing isn't true. Very sorry for spreading chicken-related misinformation everyone.

Your Wikipedia hole for the day is Cluedo, that classic, fun-for-all-the-family board game about cold-blooded murder. It contains such interesting facts as Colonel Mustard's original name, and...well that's about it to be honest.

https://en.wikipedia.org/wiki/Cluedo

Your daily boredom buster is a game we’ve just made up called “How Many Points Is Your Postcode Worth?”

Every letter in your postcode is awarded points based on its position in the alphabet. A = 1. B = 2. Z = 26 etc. Every number is worth itself. Our postcode is W10 5BU, so it’s 23 + 10 + 5 + 2 + 21, meaning we score 61. Who's is the highest? Who's is the lowest? It's quite possibly the most exciting game anyone has ever thought of.

(Please don't comment with your postcode as that’ll cause a massive data protection brouhaha - our least favourite type of brouhaha.)

Your hand-washing song for the day is Tiny Dancer (3:00 – 3:30). Partly because it’s Elton John’s birthday. Partly because it’s Rochana’s birthday and she's 5ft 1.

https://www.youtube.com/watch?v=KBWfUc5jKiM

On TV tonight there's Casino Royale (ITV 4). The fate of the world rests on a game of poker. It's not quite as exciting as if the fate of the world rested on a game of "How Many Points Is Your Postcode Worth?" but maybe that'll be in the new Bond film.

Today's Pet of the Day is Claire's dog, Eddie. Look at him. Just look at him. And now continue looking at him for the next twenty minutes. You will not tire of looking at him. Look at him.

Bet Eddie would get an amazing score in "How Many Points Is Your Postcode Worth?"

I've been inundated with questions about marketing in recent weeks. And now that I'm home acting as a supervisor / referee for two teenagers, I thought it would be a good time to publish this page again.

With 22 years as a marketing generalist under my belt, I want to reassure you. Even though we are in unchartered waters, this is an excellent time to be marketing your business.

The biggest question I'm being asked is whether it's socially acceptable to even be marketing your business and its products / services at a time like this.

Whether your offering is an indulgence or a must have, there's always going to be a reason to communicate and have a conversation with your community. If you're stuck on what that looks like, I'm here to help. Email [email protected] and we can go from there.

I'll spend the coming days and weeks sharing examples of excellent communications. I hope that they will inform and inspire your own contributions online. Because there's nothing worse than starting from a blank piece of paper. Whatever you're doing, get started.