[Dixielandjazz] You wouldn't wanna buy a Jazz band...

[Russ Guarino]

Gentlemen:

I always emphasize quality, never price.  Price comes later after building good reasons to use our band.

Russ Guarino
Monterey Lighthouse Jazz Band

Ministry of Jazz wrote:

> Hi Tom,
>
> I'd be interested in your opinion and that of other experienced listmates on this. While I can see clearly what not to do from the example you posted, I find myself in a situation of wanting to target middle and lower income customers and provide music for their events. A couple of reasons:
>
> 1) Their events tend to be lower pressure and more fun.
> 2) These people have responded better to our music than the big bucks crowd.
> 3) They have been more willing to pay our somewhat below market price without dickering.
> 4) They often cannot afford a more expensive band and will go without or use amateur local talent instead if an alternative is not available.
>
> While I do not advertise us as cheap or even inexpensive, I am quick to let inquirers know that we offer lower than market prices because we do not use PA equipment. Often the "unplugged" aspect is a selling point in its own right. I have included phrases like "happy music at happy prices" or something similar in advertisements.
>
> So tell me how do we let a potentially large customer base know that we are "low-income friendly" without sounding cheap or amateurish?
>
> Elazar
> Dr. Jazz Dixieland Band
> Tekiya Trumpet Ensemble
> Jerusalem, Israel
> www.israel.net/ministry-of-jazz
> +972-2-679-2537
>
> -----Original Message-----
> From: tcashwigg at aol.com [mailto:tcashwigg at aol.com]
> Sent: Tuesday, October 03, 2006 12:20 AM
> To: dixielandjazz at ml.islandnet.com
> Subject: [Dixielandjazz] Fwd: You wouldn't wanna buy a Jazz band would
> you?Oh didn't think so sorry!
>
> This is a classic example of how not to market Jazz...
>
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