The bombay collective CONTENT proposal
In this document, I will propose a framework for our collaboration aimed at creating short and long term content goals with different objectives.
Following recent conversations with Jacqueline and Robin, it's evident that there's potential for a great partnership going forward.
So did the in-person conversations with Anita in Albania.
BOMBAY x Overbetagency
OPTIMISING TARGETED CONTENT
Proposal
There are many things to consider.
Before going into detail on what I think we should tackle long and short term, I would like to start by recapping some of the conversations that have happened for context.
Being home in the world of HIGH ROLLERS puts me in a position in which i get to really understand content related to high end vips and prestige branding in poker and casino related fields. Especially with me now being in charge of the content team at triton during events.
with what bombay has planned for the future, these insights will be very helpful.
I also know how to maneuver around VIPS as a content creator which is one of the skills that will and already has lead to more people attending events / visiting the yacht.
as jacqueline pointed out i can be a great asset in managing the creative and TECHNICAL aspect of projects. i have been producing, shooting, and editing content for around 10 years now so I speak the language of all those roles. Giving feedback and being able to communicate creative vision to other creatives is a huge edge in content management.
This in combination with understanding what bombay branding needs and wants to look like is very crucial to pull off this level of content we are looking to achieve.
Challenges
I understand Bombay is and will be a very fast moving operation.
Speed requires a flexible approach and being able to adjust. Needs and priorities might change. But the level of branding we want also needs time to get details right.
I said this before, James Bond Branding needs James Bond planning.
With the very capable marketing staff and the extra insights into the creative process and technical aspect I feel confident we will be a good match.
There are also different products, locations, and even more so, a number of different VIPS with different cultures, backgrounds, preferences and style.
Tailoring content will create the maximum impact and create a bigger return than the cost of the content quickly imo.
Analysing and optimizing content
Somewhat by accident I personally acted as an agent before introducing an individual to Bombay, he did end up flying to Albania.
In conversations like this and on the yacht I get to understand the real time retention dynamic that has been ignored in past content approaches imo.
The videos we have available are mostly very stunning and from a quality stand point good, but the structure and shot choice is not effective. One of the videos shows the yacht, and the first 30 seconds are just shots of service, food, wine and whiskey. People have 30 seconds to watch a video in a loud casino before it becomes rude or they might get distracted.
Being less romantic about the high end details and being more practical about how a content hook works in person paired with strong private instagram accounts that allows browsing for informational content like the travel details will turn a lot of interested vips in guests.
Additionally there is an argument to be made that people will not respond to super polished content as well as to content that is created in a more believable style and directly created for the guests social accounts or their private networks. I am in a very unique position in which I can execute these very well.
There is a lot of different use cases for different types of content and multiple approaches will be impactful in their own ways.
VIP CONTENT
As we experienced at the last event a lot of VIPS did enjoy the fast turn around content and clips of them playing and having fun.
This dynamic can almost be seen as a micro influencer dynamic in which we get to tab into a small group of people organicially through them posting content on their on socials featuring the Bombay Experiences.
In this case with a very high value per extra customer/VIP/Guest.
These events need an appropriate content approach in terms of filming when people want to be filmed and not ruining the atmosphere by waving around a camera all the time when it should be about having fun and gambling.
The creative sometimes needs to be more of a buddy than a videographer.
This is a fine line I understand.
I believe these pieces will be the most dynamic and impactful content there is
to introduce people to the brand who are actually willing to make the trip and
gamble.
Tirana and me visiting the yacht as a guest, filming there on my phone and that content converting people into guests in combination with capable agents is already proof of concept.
The Framework
There is an entire online side of the business that needs work too. So there is many tasks from creating private accounts tailored to different audiences for the agents, creating accounts for the hotels, restaurants, casino, yacht and or the entire bombay experience as a general very high end prestige brand.
How exactly I would approach these accounts has been mentioned in personal conversations, as we progress in this conversation i am happy to lay it all out again with the new head of marketing to align visions and our approach.
So tasks like these and more would fall into my realm of responsibility.
Content Strategy and Curation: Crafting curated content aligned with the brand's identity, covering events, and other aspects crucial to the Bombay collective's story.
Production Management and Video Production: Overseeing the video production process from start to finish to ensure seamless delivery of captivating content.
VIP CONTENT: Engaging with VIPS and creating custom content around them when interested. Plus Event coverage.
Impact Optimization: Offering strategic insights to optimize content impact and enhance audience engagement.