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BEYOND THE FEED: POST-ALGORITHMIC MARKETING FOR GROWTH

This September will mark two years without social media. When I originally left the feed, I launched a class about how to do it in October 2019, and over 200 businesses attended it with similar curiosity. The class was originally called Consulting the Genius of the Person. The title was inspired by Wes Jackson’s Consulting the Genius of the Place with a nod to the idea that each entrepreneur knows their business and their customer better than themselves (not even me). It was then repeated for Evergreen Business Development Corporation in 2020 and extended to a 4 part class in collaboration with Bob Doto in 2022. 

The name, Beyond the Feed comes from my newsletter celebrating one year without social media. As this program has evolved over the last two years, I'm excited to announce the expansion of this program into a week-long seminar including eight guest lecturers!

DIVERSITY IS THE ANTIDOTE TO SCARCITY 

Robin Wall Kimerer said that diversity in ways of being is the antidote to scarcity-induced competition. When the economy vacillates between recession and recovery, I can't think of a better practice to avoid scarcity-induced competition than rethinking how we market our product or service. 

In a sea of sameness, Beyond the Feed is the only marketing seminar that relieves you from the stress of trying to game an algorithm for growth by reconnecting you to your creative freedom and business values. It's not an ideological seminar about why you should or shouldn't use social media. It's a seminar that helps demystify what it means to market a business in the 21st century and expand your understanding, perspective, and skills to create a more diverse and impactful marketing plan for growth. As Krista Tippet recently said in the NYTimes, "Power for any media project is being on as many platforms as possible. But does it have to be that way? What if growth means that you step away from the powerful platforms and go deeper into the quieter things? That’s a risk, but it’s one we needed to take.” 

Beyond the Feed is a Marketing program that takes you out of algorithmic thinking and places you back in control of your customer experience and creative output. It is inspired by the idea that most creative businesses are nuanced and therefore, marketing efforts should not be approached as a one-size-fits-all. It takes into consideration the role your business plays in your customer’s life, their unique psychographics, and your business goals to build a marketing framework and plan that works.

It’s an empowering look at the fundamentals of business growth and how you can approach your plan from a space of intention over manipulation. Platforms don’t produce what they used to, and the marketing success that most brands saw in early days of social media is no longer replicable. If in the midst of these shifts, you’ve found yourself doubling down instead of stepping back, this program is for you.

THE DEETS

SCHEDULE 
Please see the full schedule and curriculum overview in the 2022 Program Manual

  • Day 1 12pm-5:45pmEST
  • LECTURE - BUSINESS GOALS - In the first class, we will clarify our business and marketing goals for growth so we ensure all of the strategies we choose build towards achieving our vision.
  • GUEST WORKSHOP - Jaime Miller, OMD Worldwide
  • STUDY HALL
 
  • Day 2 12pm-5:45pmEST
  • LECTURE - VITAL RELATIONSHIPS - This class will help us understand our customers on a deeper level—beyond demographics. We will use the concept of psychographics to identify strategic partners, key network relationships, and opportunities for growth beyond the feed.
  • GUEST WORKSHOP - Harling Ross Anton & Matt Little, Nice Thing Going
  • ‍STUDY HALL
 
  • Day 3 12pm-5:45pmEST
  • LECTURE - CORE COMMUNICATION - Once we understand our customers on a deeper level and know who we need to connect to for growth, we'll discover how to shape our message based on benefits and the role our product or service plays in our customer's life.
  • GUEST WORKSHOP - Marc Rabinowitz, Squarespace
  • STUDY HALL
 
  • Day 4 12pm-5:45pmEST
  • LECTURE - AMPLIFICATION - Now that we know what we're trying to achieve, who we need to connect with, and how we want to communicate, we'll look at where the best place is to meet our customers that both align with our goals and their psychographics. We'll audit our platforms and look at opportunities beyond the feed—both online and IRL—to build our strategies for growth.
  • GUEST WORKSHOP - Alex Daly & Hailey Murphy, Daly Communications
  • ‍STUDY HALL
  • Day 5 12pm-5:45pmEST
  • GUEST WORKSHOP - Isabella Giancarlo, Tart Studio
  • GUEST WORKSHOP - Emma Grace Moon, Affiliate Marketing Consultant
  • CLOSING REMARKS - Wrapping up the week.
  • STORY SHOWCASE - The last day will include an opportunity to share your key takeaways with a small group of your peers.


INSTRUCTORS & GUEST LECTURERS 
In addition to 8 hours of lecture from Ask Holly How, we'll have 12 hours of participatory workshops with an awesome line-up of guest lectures. Please see their full bios in the 2022 Program Manual

Jaime Miller, OMD Worldwide

Harling Ross Anton & Matt Little, Nice Thing Going

Marc Rabinowitz, Squarespace

Alex Daly & Hailey Murphy, Daly Communications

Isabella Giancarlo, Tart Studio

Emma Grace Moon, Affiliate Marketing Consultant

FEES
The Early-Bird fee for this program is $1250 due in full by 8/26/22. The Standard fee is $1500. All fees are non-refundable. You may also include team members for an additional. $500.

REGISTRATION
To register, email me! hhoward@askhollyhow.com

For full details including more history, the benefits of the program, what you'll. take away and FAQs, check out the 2022 Program Manual

A RISK WORTH TAKING 

Only when you reflect on the philosophical and technical aspects of your business will you have the information you need to consult your own genius and decide what approach is best for you. This seminar was created to clarify the real return on investment of your time no matter where you focus it. It will open your mind to the possibilities of another way of working if you want to drop social or help you double down on your love for it if that's the conclusion you come to. I hope you'll join us on this journey of growth! 

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