Working in partnership with Aurum Fox to help tell your story.

Curating the connection

Following on from our meeting, we have taken a look at the various ways in which Aurum Fox, connects with its audience. From this external viewpoint, we get to see what the consumer sees. Additionally, as an investor, we can provide first hand experience.

The questions we like to consider are; what is your brand story, what is the emotional hook, what is the information desired by investors that can help bring your service to life, and what does it feel like to be your consumer. In a niche, yet crowded market, how are you updating your current investors, keeping them interested, while attracting new investors?

Are you connecting emotionally with your client base? If so, what really makes you stand out?

In order to deliver an effective story telling project, it is vital to review what you already have in place that provides the foundation. The big question will be, how do we establish consumer trust currently,, and can we improve on it?

❋ Project kick off

The only way to deliver a successful project, is to have a clear understanding as to what success actually looks like. We can then measure the impact of the campaign, your client response, and any increase in interaction.

❋ Project success

Success is derived from having a clear vision and strategy. This may sound obvious, however, many organisations try to skip this step to speed up the route to market. You cannot build a robust story, or deliver a successful film without effective planning.

❋ Project planning

Once there is clarity on what success looks like, we can implement the agreed strategy and plan the delivery. This will be reviewed to see what’s worked and how it’s been received by your client base. The data can be reviewed, and any adjustments for future output will be implemented.

❋ Project delivery

1. Project kick off

In preparation for a communication campaign, we begin with looking into the current communication routes used by your organisation. We look at how Aurum Fox has historically interacts with investors, identify areas that will help improve these interactions, and therefore the potential to increase sale opportunities.

From experience within the sector, corporate communications to update the client base are often quite static and text heavy. There is nothing fundamentally wrong with this approach, however, with the use video combined with digital media, this can be undertaken in a more dynamic, expressive and personable way. This is where the triangulation of the story takes shape.

Part of the consumer journey to making a purchase is to carry out some basic due diligence. Quite often they will click through to your website and social media profile, check for your history, product legitimacy, reassurance and social proof, in order to establish trust.

  • When we start creating content for Aurum Fox in an attempt to tell the various layers to this story, the aim is to gain increased interest. This will aid the consumer (investor) with any due diligence checks. The expected route will be via your website and social media accounts.

    From an integrity standpoint, seeing static images, rarely inspires investment, or further investment. However, your Instagram account already has a firm foundation in place. The bank of video content of your team will already establish legitimacy and provide trust.

  • Strategy is often considered a ‘nice to have’ rather than an essential. From a speed perspective, it is often overlooked as an impediment. However, in our experience, establishing a clear strategy that everyone can buy into, check against, review and respond is extremely important.

    As a major part of the Aurum Fox project, we feel it is vital to create a strategy, identify the vision, mission, company direction, tone of voice, look and feel. All essential when creating the complex layered story.

  • As a direct result of devising a clear strategy and plan of action for the story telling element, Aurum Fox will be able to use the full documentary style longer-form video, along with softer, engaging, intriguing clips across social media that consumers can align with.

    This clear plan of action would set out the aims, objectives and targets, that the project can be measured against.

2. Project planning

The great news is Aurum Fox has already positioned itself in the market. Effective planning will be required on how we want to tell the story, the depth of information, the detail we want to share and the style of film. Identification as to your consumer demographic, the type of individual you target, market entry point, and point of reinvestment, will help establish the style of communication direction.

There needs to be an agreed direction of travel that can be reviewed, measured, and where required, altered in order to gain targeted consumer interaction and eventually traction. In addition, there needs to be a digital platform to start from, therefore, a solid strategy is a necessity in order to build the story that will achieve the vision and objectives of Aurum Fox.

  • Providing your audience with the ‘why’ is an often overlooked ingredient to the success of an organisation. If your consumer starts to understand, feels better informed and becomes part of the journey, then they are more likely to engage with you, your service, and your brand.

  • In the main your audience is already interested and intrigued. How you keep them informed and up to date is key to the potential of further investment.

    Providing them with the background, knowledge, artist experience, market trends and current movement in the art world in an interesting way is key. It needs to be easily accessible, informative and digestible.

    This will go a long way to increase consumer trust and potentially reduce the questions about whether your offer is genuine, and the claims you make about future sales are real.

  • Now you can bring the product to life with a real energy. Telling the story will increase the fascination for the artist and his work. Understanding the ‘why’, the work gone in, the years of dedication will go along way to helping your investors realise the value of the product, and of course the financial benefit to investment.

    Introducing the backstory in a positive, personable way will help lead your audience to becoming a much more interested consumer, increase their interaction with your organisation, and eventually lead to investment/further investment.

3. Project success

How do we measure success? The only way this can be done is to ensure that we all know what success looks like for Aurum Fox. Everyone needs to have a clear understanding as to the ideal outcomes.

Every time communication content is sent out, it will be linked to the agreed strategy outcomes. With your primary audience already identified, now is the time to bring your products and services to life. Looking to increase the attractiveness of your brand, showing your knowledge of the art market, making the connections clearer and investment steps easier. We can educate your client base, underpin the passion behind the paintings and promote the investment opportunities.

You can showcase ‘brand ambassadors’ that have already completed the journey. All of these aspects can then be measured (through digital metrics) to better understand the impact of each piece of the story sent out. Which aspects of the story are the most engaging? What content does your current investor audience respond to best? Are we providing the right information to help increase interest and investment?

  • Agreed targets will be set to ensure that the maximum benefit is felt. Targets set can be adjusted to suit the short story content and the desired outcome.

    Some targets may be aspirational, others can be defined through data collection and desired metrics.

  • Once the ‘documentary’ style story has been finalised, we need to tease it into the targeted audience and then give it some rolling time. We can then start collecting the data to see how the short teaser videos are being responded to.

    The feature ‘full length’ video can be screened, another opportunity to bring together current and potential investors. This is another perfect way to gain further traction with your target audience and bring together those who can provide proof of success.

4. Project delivery

There will be several points of delivery. Interviewing the personnel associated with the telling of the story will be key, the more access, the more detailed and better the story. There will need to be full involvement of the artist Greg Deda, access to his work, studio (if possible), the Aurum Fox team, and the Chelsea Gallery.

How we tell the story, will impact the response of the consumer and the continued engagement. Data can then be accumulated, and then collectively reviewed against the original planned strategy. We will be able to clearly understand what has worked well so far, how consumers have interacted with the content, and where we need to focus going forward.

  • The actual feedback and data can now be reviewed. Any adjustments (if needed) can be made for future communication.

  • The outcome of the review will help guide the future video output, and the creation of the next content wave.

Project deliverables

Aurum Fox has a superb story to tell and an amazing product offering, however, current communication is very static. We understand that you have to be considerate with the type of outward communication, and careful about client confidentiality. This is an incredible opportunity to enlighten and excite your clients, which will increase interest levels in your company, gallery, artist and artwork. We then want to create an expectancy for ever-more engaging content to help drive the business forward.

Below is the delivery overview and associated investment costs.

The Aurum Fox story

£7250.00

The Oomph creative team will create a short documentary style film to effectively introduce and tell the Aurum Fox story. The video will help cover the vision, aims and purpose of your organisation, provide a background to the featured artist Greg Deda, present a selection of specifically chosen work, allow the Aurum Fox team to provide market insight, and the Chelsea Gallery team to promote the gallery and art on display.

This creates an emotional connection that can provide potential investors with background due diligence, removing any potential fear of investment. It will clearly identify the real benefits of investing with Aurum Fox. The video content will capture the emotive elements, while embedding objectives, brand positioning, growth plan and investment entry points:

  • Introduce Aurum Fox

  • Present Greg Deda

  • Promote the Chelsea Gallery

  • Exhibit the specifically chosen art work in greater detail

  • Provide the why to investment

  • Help to establish your Brand positioning

To help continue the establishment of Aurum Fox as a brand that can be trusted, we need to capture the character of your company, provide interesting information to help establish a clear investment pathway. This will help attract investors, build an art investment community, that you can inform, engage and nurture with your story.

Engaging content

£2250.00 per quarter

Keeping your current client base up to speed is vital. Helping them to know what is the current position in the overall art market, what the current trends are, and what Greg is doing behind the scenes, will inform. Topics such as previously unreleased work entering the market, where is a selection of his work being exhibited next, will there be a private viewing prior to public release, how can I get involved,, will excite.

This provides an engaging base of credible information, that investors can connect with on a regular basis. This more personable approach will provide your customer with a ‘face to face’ feeling of interaction and give detailed market analysis, keeping your investors both informed and interested.

Another real benefit is these quarterly updates will create a solid base of social proof on how the art investment performs over time. Providing this information on your website, will embed trust, increase engagement and the want to invest. The videos automatically time stamp, so your client base can actually see it working, and the want to be involved in success will naturally increase.

  • 1 x short video providing updates on Greg Deda & his current work

  • 1 x short video providing art work release, exhibition, and auction updates

  • 1 x short video covering market trend and investment opportunities

  • 1 x short video on Aurum Fox news & developments

Example of short form content

Example of long form content

5 years in the making

The Thing documentary tells the story behind the Great American seal bug. It spans 90 years, 2 World Wars, the Cold War and involves 3 great nations.

Watch the trailer below: