Social media campaign presentation for PreSonus.

1. At PreSonus Music is our life.
PreSonus is our day job.

2. PRESONUS AUDIO ELECTRONICS
HTTPS://WWW.PRESONUS.COM/
GEORGE LEA
GPLEA@STUDENT.FULLSAIL.EDU

3. PreSonus Audio Electronics is a small
company in Baton Rouge, LA that
manufactures pro-audio equipment
and develops audio software. They
have carved a very prosperous niche
in an extremely competitive industry
that has served the home project
studio musician for 20 years.
However, the target audience
that I would like to focus on is
selling to the burgeoning small
and large scale church/worship
client base.

4. While PreSonus has championed the home
studio musician, this sales campaign will target
the large scale worship venues that have
become one of the hottest markets in the pro-
audio industry.
Why? Because there are thousands of these
venues all over the nation, and many of them
are purchasing 6-figure installations. Not only
that, but there are tens of thousands of mid-
size, and smaller churches that are purchasing
all sorts of audio equipment. Third, there is
likely to be repeat business for smaller items, or
maybe the tightly integrated software that
PreSonus is very proficient at developing.
As for ideal customers, the decision makers for
most of this gear will likely be males between
the ages of 25-55, middle-class. However, they
obviously won’t be paying directly out of their
pockets. The social platforms I will highlight will
be Facebook, YouTube, and Twitter because
most of that age range feels comfortable with
Facebook, and YouTube is the best format to
upload their worship services for maximum
exposure. Finally, Twitter will be ideal for short
expressions, and links to the other platforms.

5. CUSTOMER PROFILE TEMPLATE
 Demographics: (for
congregation as investors &
customers)
 Age: 18 - 55
 Gender: Male & Female
 Education: H.S. – PhD.
 Income: $20k - $1M
 Family Life: No real numbers
on the avg number of families
on any given Sunday. However,
real research shows that maybe
51% of Americans attend
church at least once/month.
 Geographic Location:
Primarily southern states, but TX
claims a huge portion of that
number.
 Buying Habits: (Actual
decision-maker)
 Role: Worship Leader, but
confers with deacons and
elders for final decisions
 Frequency: At least every 6
mo., but maybe 3.
 Channels: Christian &
Traditional TV. Facebook, and
YouTube, Twitter
 Psychographics: Congregation
 Attitudes: Generally conservative,
family-oriented,.
 Values: Traditional, patriotic,
hard-working.
 Lifestyle: Typical 9-5er, loyal to
family ideal, good sense of humor,
accommodating.
 Personality: Easy-going, but
mature about their responsibilities.
 Interests / hobbies: Wide
berth. Traditional sports, home
gardening, family vacations,
cooking, golf, musician, civic and
political interests.
Large Church Worship Leader
 Content & Messaging
 Primary medium:
YouTube due to the auditory
and high-energy visual
impact, and very strong
search capability.
 Secondary medium:
Facebook due to the textual
and visual interactive context.
 Third medium:
Forums are textual, but they
heavily interact with other
users and are a great source
of self-support.

6. CUSTOMER PROFILE TEMPLATE
 Demographics: (for single
user)
 Age: 13 - 65
 Gender: Male & Female
 Education: H.S. – Phd.
 Income: $20k - $1M
 Family Life: Single or
married. Likely has strong family
relationships.
 Geographic Location:
Pretty much anywhere in USA.
However, likely much more
prevalent in urban areas.
 Buying Habits:
 Role: Sole decision-maker.
Usually does months of
research. Asks great questions.
 Frequency: Maybe once
every 3 years, but great
references and influencers.
 Channels: Facebook,
YouTube, Twitter.
 Psychographics:
 Attitudes: If single, generally
socially liberal, or apolitical.
Otherwise, more family-oriented,.
 Values: If married, traditional,
hard-working.9-5. If single,
cobbles 2-3 jobs for rent, but
music is their passion.
 Lifestyle: Married musician
likely typical 9-5er, loyal to family
ideal, but music passion is always
lurking. Both single and married
have lots of wit. Single is never
tied down.
 Personality: Married: easy-
going, but mature about their
responsibilities. Single:
dependable, but free-thinking.
 Interests / hobbies: Married
& Single:. Non-traditional sports,
home gardening, wine-tasting,
cooking, golf, musician,
occasional civic activity.
PT/FT Home Studio client
 Content & Messaging
 Primary medium:
YouTube due to the auditory
and high-energy visual impact,
and very strong search
capability.
 Secondary medium:
Facebook due to the textual
and visual interactive context.
 Third medium:
Forums are textual, but they
heavily interact with other
users and are a great source of
self-support.

7. Sales, Sales, Sales! That’s the one word we are pushing for this
campaign. PreSonus has already done a great job with their brand
awareness on social media, and they have had a good presence at
all the industry trade shows for the past 20 years.
The rapidly growing worship venue installations are a very hot
market that is hand-in-glove with how PreSonus develops all of its
products. They are pretty unique and innovative with how tightly
integrated their software and hardware compliment each other.
This market would also provide the optimum opportunity to
showcase that quality to the individual musician that would fit into
a state-of-the-art studio, as well as a live venue. Indeed, it definitely
aligns with their target market.

8. C T A
1. Send a professional no frills email to the worship leaders to all churches within 150 miles
that have 500 members or more to announce our presence and ability to serve all of their
sound needs. At the bottom of the email place the Facebook, YouTube, and Twitter links.
2. One week later follow up with a phone call and close on a face-to-face meeting at the
church, as well as a walk-through of the sanctuary in order to find and establish their
known needs and sell up on extras they may need. Part of the face-to-face will include a
little YouTube show-and-tell on the iPad.

9. The 3 Media Channels to Victory
Facebook will be the main “goto” media for
getting a detailed version of what’s going on
with each product line and the customers they
are influencing.
YouTube will serve as the effective media all 3
companies have used it for as a rebroadcast of
live Facebook interviews, product rollouts, and
corporate and 3rd party tutorials.
Twitter will serve as the daily short hashtag blasts for
all types of announcements and links to other media.

10. 3 Metrics We Will Use
1. Sales: Because PreSonus already has a great brand awareness in
this industry, and the vertical market we’re pursuing is very hot and
lucrative and we need to strike while the iron is hot.
2. Webinar registrations: Because anyone that goes to that
extent has a high level interest in what we can offer, and if they
come to the webinar they will see that much more of our
product offering and get most of their questions answered.
3. Shares: With “shares” this lets us know how many fans are
recommending PreSonus to their friends. This list can also
double as hot leads.

11. PreSonus Competitors

12. Focusrite competes with
PreSonus in the audio
interface and premium DSP
module market.
They have a presence on
Facebook, Twitter,
Instagram, and YouTube.

13. Yamaha Commercial
Audio is another
major competitor of
PreSonus in the
mixer console and
premium DSP
module market.
They also have a
presence on
Facebook, Twitter,
Instagram, and
YouTube.

14. Focusrite not only has their
main Facebook page that is
mostly used for featuring
corporate videos that
announce their new product
lines with live webinars.
Many of these demos are
also on YouTube, but
YouTube also features in–
depth tutorials on the same
gear. They also sponsor
another forum aside from
the forum on their home site.
They basically accomplish the
same purpose, however,
some may see one before
they visit the other. Their
Twitter page is primarily used
for short corporate blasts and
hashtags, but scheduling is a
little erratic. They have
approximately 160K
followers.

15. Yamaha Commercial Audio
also uses their Facebook
page to announce and
demo their product lines
and webinars that also
provide live Q&A. Their
YouTube presence is also
primarily used for product
demos and more in-depth
tutorials. There is also an
abundance of 3rd party
tutorials. The Twitter
account mostly features the
short hashtag references to
other videos and in-depth
articles about product lines
and developing
technologies, which YCA is
highly noteworthy for. They
have approximately 26K
followers.

16. The StudioLive 24 Series III product has been one of
the best-selling products for PreSonus ever due to
several strategic efforts by the company including social
media.Their very polished 3 minute video on Facebook
was only one of more than a dozen that also profiled all
of it’s innovative features. Of course, social media does
not a product make, but they maximized it’s use.
The Tweet above that was retweeted
on Facebook shows how successful this
product campaign was. It’s also a
brilliant testament to PreSonus’ general
marketing strategy and stellar quality .

17. Focusrite
@WeAreFocusrite
“The upside of the internet is that you can be your own
publisher, write for an emerging artist and just release
the track.” Christina John is the winner of our 2018/
2019 Tileyard Education Bursary. Check out her full
interview >>> (link: https://focusrite.com/news/tileyard-
education-christina-john-interview)
focusrite.com/news/tileyard-…
The above tweet on both Facebook
and Twitter is the result of obvious
great work on social media, and the
tweet professes as much to that fact.
Add to that you have the link to the
original article. This product campaign was quite
successful as they posted this on
Facebook, but the video accessible
here automatically takes you to
YouTube where viewers can also
comment there.

18. This screenshot shows how Yamaha used
Facebook to demo their flagship console that’s
really a hit with the major market in worship
venues these days as all 3 videos here are
touting the success of this line with.
This Twitter feed shows this and several
other Rivage tweets and how Yamaha
used Twitter to strategically build an
effective campaign for this product line.
There are numerous YouTubes that
provide exhaustive tutorials as well.

19. All of these companies have great stories about their products and the artists
that use them that also feature great videos, photos, and interviews. PreSonus
and Yamaha will feature stories more connected with churches both big and
small because that is such a big and growing market. PreSonus will compete
with Focusrite in the individual home project studio market using the same
strategies.
As for Facebook they will all post at least once a week, maybe two if there’s a
major trade show coming up in the next two weeks. Twitter will post possibly
twice, maybe more with links to videos, and articles featuring interviews with
artists, or the respective company engineers on their new technologies.
YouTube will offer more of a post-mortem analysis along with their popular
corporate and 3rd party tutorials.
The CTA’s will include many different approaches from the sales reps for each
company closing on appointments at customer’s locations, to offering freebies
that compliment the products being sold, to competitive upgrades, to swag
items that will warm new customers to the brand. Of course, we will
compliment each of those strategies with memorable hashtags.
The cross-promotion will work from short Twitter announcements to the other
3 channels. Any other channels will work to promote Facebook events since
Facebook is the main media channel out of all of them. YouTube will serve the
same purpose it always has.

20. Endorsements and influencers aren’t
always rock n’ rollers. For PreSonus
this was an awesome precision drum
and bugle corp, the Spirit of Atlanta.
The reason they’re picking a drum
and bugle corp is because the very
wide spectrum of frequencies and
clarity demands are huge, and any
speaker array will have it’s hands full.
Again, an endorsement/influencer
relationship usually means either free
equipment or greatly discounted.

21. Yamaha always has top-drawer
talent using their products, and
Steely Dan is no exception. We
wouldn’t specifically ask the artists as
much as we might ask their
engineers that run beasty gear like
this. As with most musical artists and
equipment manufactures the
companies have no problem either
giving the equipment away, or
offering a huge discount for the
opportunity to have their
endorsement.

22. Again, endorsements come in an array of
different needs and demands put on any
given piece of hardware, or software.
Mixing drums is one of the toughest jobs
for an engineer because the one
instrument can require up to 12 different
designs of mics, yet it has to sound like 1
mic. So, getting this gear to pull off what
would normally require a console 10X’s the
price of this gear is indeed, a big feat. This
influencer arrangement can have great
benefits for both sides.

25. Friday Tip –
Create “Virtual
Mics” with EQ
I sometimes record acoustic rhythm
guitars with one mic for two main
reasons: no issues with phase
cancellations among multiple mics, and
faster setup time. Besides, rhythm guitar
parts often sit in the background, so
some ambiance with electronic delay
and reverb can give a somewhat bigger
sound.

26. Rich Mahan
Discusses
Podcasting and
the Quantum
Why did you decide to go with
Quantum?
There are a few reasons I went with the
Quantum. Firstly because it has 4 mic
inputs, along with a ton of other I/O
options, which I need when interviewing
multiple subjects simultaneously. Another
huge feature is that the Quantum has 2
Thunderbolt ports which allow me to
plug in my bus-powered thunderbolt
drive into the Quantum, and then the
Quantum into my Macbook Pro.

27. Get Fat Channel Plug-in
Collection Vol. 1 for FREE
when you buy a qualifying
mixer
Did you know? When you buy a
qualifying StudioLive digital mixer, you
get the Fat Channel Plug-in Collection
Vol. 1 automatically added to your
my.presonus.com account.

28. Video Using VocALign in
Studio One Pro!
ARA (Audio Random Access) is a pioneering
extension for audio plug-in interfaces. Co-
developed by Celemony and PreSonus,
ARA technology enhances the communication
between plug-in and DAW, and gives the
plug-in and host instant access to the audio
data.

29. Friday Tip – Panning Laws:
Why They Matter
Fortunately, Studio One has a rational approach
to pan laws, namely…
•The panpots in Studio Once’s channels default to
the traditional 3 dB dip, so there’s perceived
constant level as you pan a mono signal from left
to right. For stereo, they act as a balance control.
•Although most programs set the pan law as a
global preference, Studio One includes the Dual
Pan plug-in, which offers five different pan laws.
This lets different channels follow different pan
laws.

30. Multiple Drum Samples
This is the most common way to
create expressive drum parts. Drum
sample libraries often include
multiple versions of the same drum
sound—like soft, medium, and hard
hits. The technique we’ll describe
here works for more than three
samples, but limiting it to three is
helpful for the sake of illustration.
FRIDAY TIP – MAKE
IMPACT XT DRUMS
MORE EXPRESSIVE

31. Come See the
Shane & Shane
Worship Venue Workshops

32. Come see
legendary
guitarist/composer
Steve Morse host
this incredible
competition of
gifted student
musicians and
engineers design
their own 24 ch
digital consoles.

36. Thank you