I’m going to keep answering subscriber questions as long as they keep coming in – so keep ’em coming!
This time around, we cover crowdfunding, booking agents, email marketing, bios, and more…
(Not subscribed yet? Just click here and you’re in!)
#1. Email Marketing
“I need to get serious about email/marketing. I’ve been putting it off as my musical partner and I are headed to Memphis in January for the IBCs, but I need to get to it.”
I guess I’d need to know more about what you’re doing already Doug, but in general, email can (and arguably should) be the central “hub” in your efforts to generate bookings.
You could get off to a solid start by reading the following articles, in roughly this order…
A Free Email Marketing Crash Course!
- Marketing 101 for Performers
- What Do You Do When You’re NOT Performing?
- More Gigs: A Challenge
- No Reply: Why Don’t Venues Get Back to Me?
- Email Subject Lines That SUCK!
That should keep you busy for quite a while, and if you commit to applying those concepts and suggestions, you’ll be way ahead of the game.
I also have a jam packed 80-minute video course on the subject, which is available for a fee at the How to Book Gigs Through Email Marketing page.
#2. Booking Agents
“My main challenge is finding a really good booking agent.”
From what I’ve heard, this seems to be a challenge for a whole lot of performers.
I’m sorry to say I know nothing about the subject Grant, as I’ve always booked myself.
But, hey, everybody – check out Grant Maloy Smith and book him for something!
(Anybody with booking agent advice for Grant – please post in the “Comments” section below…)
#3. Ads on Google and Facebook, Mailings, Emails, Newsletters – Help!
Robert was saying:
“Besides receiving your emails, I belong to a couple of Facebook groups: School Show Performers and Marketing for Entertainers. Most of the people who post things seem to be magicians, which is a different field from mine (puppeteer), and many seem to perform at birthday parties (I don’t). Still, I read interesting information. The problem is some rely heavily on emails and ads on Facebook and Google, newsletters, drip campaigns, and others still rely on mailings. There are so many variables – one being that different parts of the country are more prosperous than others, and more invested in the arts than others. It’s a lot to decipher. Maybe you’d like to address this from time to time.”
And Paul had a similar question, asking about:
“How to most effectively market online, Facebook or not.”
First of all, thanks Robert for letting me know about those two FB groups. I joined both of them!
The question is a good one, and as you mention, every situation (and geography) is different. All we can do is try, test, experiment, and adjust as we discover what’s going to work best for us.
I can tell you quickly how I think of each of the channels you mentioned:
Email – love it, use it all the time to book gigs (see Doug’s question above)
Facebook ads – have used them extensively. Good for reaching people who are already “warm” to what you do (past website visitors, customer list, etc), and for finding new audiences who might be future clients (using interest and page targeting, etc). I’ve almost NEVER booked a gig as a direct result of a FB ad though.
Google ads – if what you do is something that people are regularly searching online for (“wedding bands Detroit,” for instance), then these can be a great idea. NOBODY really searches for what I do, so I don’t use paid search ads very much. With a Google ad, you are essentially buying yourself a position toward the top of Page 1 in the search results. Very valuable for certain types of performers.
Email newsletters – I think these were more valuable 10+ years ago when they were a bit more rare. Then we all started getting bombarded with the monthly “email news” of every organization we’d ever interacted with, and it just became overwhelming and lost any real benefit from a marketing perspective. That said, an occasional newsletter to a targeted list of people who have hired you in the past, or expressed an interest in your services, can still be a great idea. Just make sure you’re not simply droning on about yourself and your latest “news” – remember to always think about what’s in it for them? (Your reader doesn’t care that much about what you’ve been up to.)
Drip campaigns – for those unfamiliar with the term, this is an automated sequence of (usually) emails designed to keep a contact engaged and perhaps lead them towards a booking (drip….drip….drip….). Perhaps someone signed up for your list at a booking conference, or filled out a form online to get a price quote. These take a LOT of engineering to do successfully in my experience, and unless you’re generating hundreds of “leads” online each month, this might not be the place to put a ton of energy. Depends on your situation, of course.
Physical mailings – I think you and I have discussed this before in a coaching call or via email Robert, but I do think there’s room for the US Mail once again in our promotional efforts, and would love to hear from anyone who is doing this. Direct mail reached a saturation point in the 1990s and early 2000s, and then we all got hot on email. Now, it seems that most marketing messages are delivered online. Perhaps we can stand out again in the snail mailbox of 2018.
#4. Bios and Publicity Blurbs
“I’d like to see the best three publicity blurbs to have in your repertoire – Program (50 words or less), Announcement of event (a little longer), and Interview (the longest of all).”
Patricia – coming soon! I was just recently discussing the components of a strong bio with another subscriber, and think this would make a great topic for a full-length article.
So, thanks. You can look for that in the coming weeks, and we’ll explore the topic in detail.
It’s a big one, and important too.
#5. Kickstarter CD Campaigns
Both Paul (from above) and Jamie Savage were asking about:
“How to successfully prepare and conduct a Kickstarter CD campaign.”
I’ve never done a crowdfunding campaign for any of my projects, so I went to my trusted sources for well written, authoritative advice and found the following articles.
Give these a try – you can’t go wrong with these two blogs:
From Bandzoogle blog
From CD Baby’s DIY Musician blog
- How I crowdfunded my debut album to 111% in less than 30 days
- 25 music crowdfunding mistakes
- A musician’s guide to PledgeMusic
- 4 things I would have done differently…
- Who is REALLY going to contribute to your crowdfunding campaign?
Hope that helps! More next week…
About The Blog
Since leaving a white-collar marketing job in 1992, Dave Ruch has been educating and entertaining full-time in schools, historical societies and museums, folk music and concert venues, libraries, and online via distance learning programs.
Along the way, he’s learned a great deal about supporting a family of four as a musician.
The Educate and Entertain blog provides articles, tips, encouragements, and how-to’s for regional performers (in any region) interested in making a great full-time living in the arts.