SoFar Sounds at Oniracom

We were honored to host Sofar Sounds Santa Barbara’s first show of spring 2019 at the Oniracom office!

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What's a Sofar Sounds show?

Sofar Sounds transforms everyday spaces - like a living room or retail shop - and turns it into a captivating venue for secret, live shows. Each Sofar show is small, and typically features about three diverse acts, with no headliner.

Passionate about music, event production, and community-building since our beginnings in 2001, Oniracom is proud to support Sofar Sounds in creating intimate immersive music experiences that bring guests and artists closer together.

The event took place on March 28th and featured LA-based soul/pop duo, HEЯITAGE, SB County native Emily Wryn, Arizona Music & Entertainment Hall of Famer Mark Zubia, and LA-based singer/songwriter, David Ascuye.

For information on upcoming events, how to get involved, and more information visit the Sofar Sounds Santa Barbara Website.

Check out these recordings from past Sofar Sounds events that were hosted at the Oniracom office:

Mad Hawkes performing "Punch Face" for Sofar Santa Barbara at Oniracom on April 25th, 2018

Paloma performing "Thieves" for Sofar Santa Barbara at Oniracom on April 25th, 2018.

How do you know your videos are maximizing ROI?

post by Luke Archer, Director of Story

post by Luke Archer, Director of Story

My job title at Oniracom is Director of Story. In reality what I do here is work with brands to develop effective messaging and then deliver that messaging with content.  Our approach with winning messaging is to focus on reaching consumers emotional centers and trigger a positive affiliation with the brand.  This is the first objective.

Easier said than done.  So how do you identify these emotion triggers?  And how do you know they will produce results and be liked, shared, and drive sales?   Consumer tastes and preferences vary, thus no campaign is perfect. However, as creative marketers we are more likely to hit our mark if we do our homework and the client understands the intrinsic value in rich consumer research.   

Here at Oniracom, we rely on our Actionable Intelligence™ as the foundation for our client’s messaging and content creation process.   Recently, we worked with Pacific Stone Brand to introduce a new line of products for the cannabis industry.   After our usual intake meetings were complete, we proceeded to do the research that would drive messaging and voice of the website and content.

Here is what we learned after listening to 25,000 online conversations about cannabis pre-rolls:

  1. The primary persona we branded Ian.  This persona top interest are gardening, health, politics, business, and humor.   He is between 31-40 years old and his demographics are 86% White, 8% Black, and 6% Hispanic.  We also identified two more personas to craft our messaging around with additional interests including Music, Dating, and College.  All three personas were most active on Instagram.

  2. We identified the top influencers in the category and ranked their influence from 1-100.  These influencers will be authentically approached with content and an introduction to the brand physically and digitally.

  3. We identified the top organizations to market through and ranked them by Influencer Score and we developed a word cloud to focus hashtags and relationship marketing.

  4. Our research team took a deep dive into the persona psychographics, sentiment & emotion, personality types, and communication style.

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Our creative team used this deep knowledge to craft the messaging and voice for the brand. Pacific Stone Brands epitomizes California Beach and Outdoor Cultures and needed messaging that would appeal to this demographic.   We learned through our research that we should always show groups of people in our visual messaging. We also learned the importance of authenticity.

So when it was time to start developing the visual media for the website, videos, and social media, we took this message to heart.   We settled on a theme around the California Coast and one of the most memorable experience, a bonfire at the beach with a group of friends, music, drinks, and some California Grown Cannabis.  

After we completed, the script, storyboard, and shot lists for photo, VR, and video, we began the casting and location search process.   

Apparently many people enjoy the thought of spending an evening on a private beach because we had over 400 people respond to our casting call!   We prescreened the talent, did on camera interviews, and then nailed down about 50 prospects. Working with Pacific Stone, we cast the final 12 who would be featured.  

From our shoot we produced the photo assets, a 30 sec commercial, 20 short Instagram videos, a behind the scenes, and video for the website.   And most importantly, we captured a wide variety of content that is the first impression and defined the brand voice that can be carried out to future campaigns.    

Enjoy the commercial!

We would love your thoughts and feedback on the Pacific Stone creative. Contact us today!

Oni-Fest 2018, an Oniracom Event

Friday, September 28th, 2018 we hosted a party for our community to celebrate the one year anniversary of our new office. Hundreds of friends, partners, clients and colleagues attended to enjoy Oniracom for the evening.

A huge thank you to our photographers Nik Blaskovich, Max Schoboboda and Jacob Tell. Enjoy some of their beautiful work below…

Several special thanks are in order. Jonathan McEuen wrangled world class musical talent who backed him for several sets of music. Thanks also to Ben Catch who opened the show with EmmaClaire Brock and went on to perform many of his original songs. The delicious food & drink were catered by Shalhoob Meat Co, Santa Barbara Style Catering. The boxes of cannabis pre-rolls were provided by our amazing friends at Pacific Stone. Our very own artist Matthew McAvene decked out the parking lot and office to glimmer and attract our creative minds. The Oniracom staff did an incredible job setting up, checking in guests, and engaging attendees all night.

Please send your photos & videos of the party to hello@oniracom.com!

Oni-Fest video!

Find yourself.

Credits: Video by Oniracom’s team, Luke Archer and Max Schoboboda. Video background music: 4th Dimension - Woman.