[Dixielandjazz] Selling your band and creating jobs.
TCASHWIGG at aol.com
TCASHWIGG at aol.com
Wed Mar 3 15:54:45 PST 2004
By Tom Wiggins
Hey Band Leaders:
Public speaking is another form of effective PR. You probably don't think of
yourself as a speaker, but it's easier than you think—and the results will
prove it's well worth the effort.
If a prospect wanted to meet with you today to discuss buying something from
you, you would gladly meet and talk. You could probably talk as long as that
interested prospect wanted to talk. See, you can talk. You are a speaker. Now
imagine making this same presentation, holding this same discussion with a room
full of prospects.
Speaking to increase your public awareness is not quite the same as
delivering your sales pitch at the podium. You need to deliver something of value to
your targeted audience, and you want to educate and inform. This type of
speaking does a number of things for you:
It establishes you as an expert in Jazz or any other format you are talking
about. You become the resource. People like to buy from experts.
You are in a giving mode. You are giving information, tips, techniques,
methods and ideas. You may even be sharing some stories that your audience will
relate to and learn from. Your audience will appreciate this value.
You are being efficient. Delivering your message once for many to hear is
much more efficient than delivering it many times to every single prospect.
You start and continue a relationship. Many people will want to talk to you
after you speak or follow up with you in one form or another.
You develop a prospect list of highly targeted people to market to after your
presentation. These targeted and interested audience members are more likely
to buy from you than someone who has not heard you or who you don't have a
There are a number of places where you can speak. Many service organizations
feature speakers and meet weekly, such as Rotary, Lions and Kiwanis.
Toastmasters is a group that will help you with your speaking. Church groups and
Universities also have guest speakers on particular subjects. Some chambers of
commerce invite guests to speak at their functions. You can even develop your own
seminar or workshop if you have the right subject and the right audience.
Always use handouts and always follow up. This is something you can't do with
a press release. This form of PR is more attentive to your target markets of
people who buy and program music services and events.
Can't develop a good speech? Try this technique: Find out what some "pain
points" are for your target audiences, and then ask questions that are related.
Answer the questions in an informational, value-oriented manner, and you have
the basis for a presentation.
For example, for a marketing presentation, ask:
- Are you challenged with finding good music and bands for your events?
- Is your message getting to the right prospects? Have you thought about
using Live music to promote your business?
- Are customers returning after they buy the first time? Having Live
entertainment can attract new customers to your business or events, Call us when you
want to promote your organization and or events.
Answering these kinds of questions will attract a group of small-business
owners or professionals trying to grow their businesses. And that's likely the
perfect target market for one who chooses to speak on marketing topics. Key
phrase for you: "Say It With Music"
Last but not least, publicize the fact that you will be speaking. Send a
press release to targeted media as well as your current customer base announcing
your speaking engagement. PR can feed upon PR, and speaking is one way to do
that. You can also take your act or a part of it and actually perfom a couple
of numbers for them to give them the idea.
Getting your act in front of as many potential buyers as possible can land
you a lot of jobs that you might otherwise never have even known about, and the
folks who might hire you might also never know or think about calling you to
add to their events.
Many businesses have grand opening sales etc, and you can get a list of these
new businesses from the Chamber of Commerce and or new business license
listings int he newspapers etc.
These little gigs can and usually happen in the daytime business hours and
can add up to a decent number of gigs a year, which you can basically use as
rehearsals and auditions, most will lead to other jobs big and small.
If they can see and hear yoiu they will buy you much quicker than just
getting a phone call or a letter, That's Why they call it "LIVE MUSIC"
Hope this gives some of your folks some good ideas, Shamless Marketing
everyday keeps the calendar full of gigs and making money. Now go get em. OKOM
is the best kind of music to do these promotions with, and will stop shoppers
and peole in their tracks.
Don't forget to have your CDs there to sell as well, and if a person is
really intereted in hiring you GIVE them the CD for free, it is the best audition
you can have and also a great business card. So it costs a couple bucks, if
you book a gig for more than two bucks it paid for itself.
NOw go contact every PTA association in every school in your city area and
offer to play a fundraising event for them let them arrange to get the school
auditorium and pay for printing up flyers to send home with every kid in school
to attract their parents to come to a concert to raise money for the school.
Offer to split the income 50/50 with them, and try to set the performances
up on Mon. Tues. Wed. when most groups are not playing anyway, good time is
right after dinner time and for no more than an hour and a half, the kids have
to go to school the next day, and the parents have to go to work.
Take your CDs to each performance and sell them as well, you will start to
get lots of other jobs like weddings and Birthday parties etc from these
As musicians we think about music and playing and gigs all the time, but we
must remember that there are a lot offolks out there who do not and need
exposure to us and what we do to stimulate them into hiring live music. They are
not going to call the AFof M Union hall to find a band. Most of them have
never even heard of the Union anyway.
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