What’s the difference between a video someone watches and one they skip? It’s a question Bob Charters thinks about every day.
As a participant in our Starter Company Plus program, Bob is growing Astral Wake Productions with a fresh approach to video marketing. Drawing on more than 20 years in film and television, he helps businesses create branded entertainment that feels authentic, engaging, and memorable. AWP brings broadcast-quality production to small and mid-market businesses that the big agencies price out.
Our team quickly learned that Bob is an avid learner who values meaningful connections and enjoys collaborating with entrepreneurs across our region. His thoughtful approach to storytelling and passion for his craft make it clear that businesses looking to bring their stories to life are in good hands.
Read on to learn more about Bob, his entrepreneurial journey, and the story behind Astral Wake Productions.
Tell us about your journey as an entrepreneur. What sparked the idea to start your business?
I’ve been in Media Production for 25 years, starting in music and sketch comedy, before landing a job in TV and Film production – Don’t ask me how many Hallmark Christmas movies I’ve made! I built production and creative skills in almost every department, and started incorporating them into the world of marketing for business. At some point, I wanted to run my own business and use both creative and marketing business skills to do that.
What products or services do you offer, and how do they solve a problem or meet a need?
The biggest problem I see in today’s marketing landscape is the “Three-Second, Instantly Forgettable” world of advertising that’s become the norm. People skip ads. People watch shows. We turn your business into a show that people choose to watch, and use the connectivity of online platforms to drive customers into your stores, and onto your websites.
Our flagship 5 Step Branded Show System takes a business from a blank page to a finished series. Our newest production, “Home, Made”, is a local renovation series built entirely around real homes and home transformations, launching in cities across Ontario.
Who or what do you turn to for creative ideas and business inspiration?
One example of a social show that I love is “Brooklyn Coffee Shop”. They’re brilliant sketches dissecting sub-cultures of coffee and beyond. They entertain in exchange for your time, and people tune in to see what’s next. That’s exactly what we did with our “A Napoleon Neighbour” campaign, a series of 20 episodes across two seasons that features not only the relationship between a few neighbours chatting over a fence, but the products Napoleon provides that solve the problems in each episode. It’s cute, it’s nostalgic, and the metrics prove it’s advertising that actually works.
What sets your business apart? What do you want people to remember about you?
Astral Wake Productions is the industry leader in Social Shows for Business – I want people to connect emotionally with not only the brand, but the characters and people behind the brand as well.
Why did you apply for the Starter Company Plus program, and what are you hoping to gain from it? What have you gained so far?
I was looking at different accelerators and business development programs to participate in, and the communication from the SBEC aligned most with what I wanted to learn and how they offered these opportunities. Starter Company Plus has allowed me to grow as a business owner and learn from some of the best mentors in business around.
What mindset shift helped you grow your business the most?
I spent 25 years taking a pay cheque – but I never truly loved what I did. I found something I love, and working towards growth is something I actually want to do every day.
What do you love most about serving your community?
I think a lot of people never truly get an opportunity to share their stories, including business owners. I really like being at the hub of a business that helps other entrepreneurs and business owners share what’s most important to them, what makes them tick, and using creativity to solve these business challenges.
What’s something you’ve learned about yourself since starting your business?
How important it is to find some sort of balance between work and life. I want to spend every waking moment working on growth, but I’ve gained perspective on the importance of time with family, hobbies, and of course, sleep!
What are your favourite local spots to visit on a day off?
We like to visit the local cideries in the area – Grey and Gold, Duntroon and Spy are a few of our favourites.
What book, podcast, or resource has had the biggest impact on you?
Built to Sell, by John Warrillow. It changed how I view building a business.
What’s your go-to coffee (or tea) order while working?
Immediately, as soon as possible and now please! I’m actually a one-coffee-a-day person at the moment. Usually first thing – 5AM. Small. Pike. Black!
_____
How to connect with Astral Wake Productions:
Email: bob@astralwakeproductions.com
Phone: 705-795-1589
Website: www.astralwakeproductions.com
Instagram: @astral_wake_productions
LinkedIn: www.linkedin.com/in/bob-charters-awp
Photos – Victoria Mae Photography