| Do you own your own business? Do you offer a | | | | in the venue/club and offer to CROSS-Promote by |
| product or service that you wish to promote? Do | | | | using each other e-mail lists to cross-promote events. |
| you love your business and want to see it | | | | (Sign up for the other bands e-mail list to make sure |
| expanding? Are you creative and tenacious? Any or | | | | they follow through and send out promotions for |
| all of these may define you or may highlight an area | | | | your band... and do not forget to send their band info |
| that is a challenge for your business success. This | | | | to your e-mail list...) The more successful bands will |
| article will offer, through a case study, some useful | | | | have large lists. Both bands can win by getting more |
| techniques that will assist you in promoting your | | | | visibility and may convert fans. |
| product or service. | | | | 7. Keep your website current with show information |
| I assume that you have a GOOD product or service, | | | | and any promotional events. Many businesses are |
| or, at least, a very good idea for a business. No | | | | lazy about keeping current but this can be important |
| matter how good your product or service is, if | | | | for communication with your customers/fans. |
| people do not know about you, you will not be able | | | | 8. Contact the network of media that the club/venue |
| to sell your product or service at the highest levels. | | | | has provided to promote your event... Allow as much |
| Since each product/service is different and each | | | | time as possible, 4-6 weeks in advance. Do Not Be |
| market (or community) is unique, you must be | | | | Lazy! Send them: media kit, cover letter, press |
| creative in interpreting these basic concepts so they | | | | release, and sample of music/CD. FOLLOW UP with |
| apply most appropriately to your specific situation. | | | | telephone call. Do not assume that they will see your |
| The example that I will be using may be a stretch to | | | | stuff and open it and read it. Taking time to find the |
| fit for your business, but when you see the creative | | | | "right" person in this media outlet can be very |
| ideas that we came up with in coaching this business, | | | | important, Do not be lazy... Give them a GOOD |
| you will see how these concepts may be worth | | | | REASON to promote your event... The band that I |
| trying for your business. This is for a brand new | | | | was coaching was donating money from the sales of |
| business in the Los Angeles area. The business is a | | | | their CD's to the Cancer Society and were |
| new Rock Band. Obviously the competition is high and | | | | volunteering to provide music at local cancer |
| average returns are generally low. So how can you | | | | fundraising events like the "Relay for Life" fundraisers. |
| use these promotional principles to achieve a greater | | | | Give something back to the community! Also, be |
| than average level of success? | | | | timely with current news events, locally or globally, if |
| Let's assume that this band is musically good and | | | | your product or service can be adapted as a |
| plays a style of music that people have enjoy. Not all | | | | newsworthy item for the media. |
| musical experiences are good or enjoyable. This band | | | | 9. Contact the local businesses that are in the area of |
| is talented and creative enough to create their first | | | | the venue. Speak to the personnel office and offer |
| album/CD and is ready to take it to the next level. | | | | an employee incentive discount for CD's sold at the |
| No one knows about this band or their music, but | | | | venue. ALSO, ask if the business ever requires |
| there are few venues/clubs that hear their music | | | | entertainment at their employees rallies/picnics, |
| from the website or CD and are willing to let them | | | | awards programs, or their promotional events. Offer |
| play in front of their clients (an audience.) | | | | these business a discount for paid business as a "get |
| It is obvious that the band must rehearse their music | | | | to know you" networking trade. Promote the local |
| and create a decent show but how do you promote | | | | club/venue so that it is a win-win situation for the |
| the band and fill the seats. You need people in the | | | | club's future cooperation. (The higher up in |
| seats to get paid by the club owners and through | | | | management you can network at the business, the |
| sales of your CD's. Eventually, when the band is | | | | better the chance of future professional business |
| successful, people will know about them, pay money | | | | relationships.) By helping them with their personnel, |
| to come to their shows and buy CD and band related | | | | you can build a relationship with this business that |
| merchandise. Most bands have young people who are | | | | leads to future business relationships. Consider |
| focused on their music, not promotion and not the | | | | promoting to local service clubs where you can |
| business of getting people to come into the club or | | | | network with other businesses and organizations. Be |
| venue and pay money for this experience. In fact, | | | | creative in networking and ask their help with |
| most bands are filled with dreamers who can appear | | | | additional networking referrals. Service clubs need |
| to be lazy when it comes to doing "the business." | | | | entertain or speakers and may be consider sources |
| Dreamers want the audience to magically appear and | | | | of clients. |
| then adore the band and buy stuff... This is a problem | | | | 10. At the events, announce future shows, any new |
| for most businesses. Selling the product or service is | | | | merchandise, and consider announcing the donations |
| a necessary, but often a disliked part of "the | | | | to a local or large non-profit organization from sale of |
| business." | | | | CD's or in a donation jar (and send donations to the |
| The band was coached on what they might do and | | | | non-profit...) |
| their coach held them accountable to go out and do | | | | 11. Offer to volunteer at fundraisers and invite your |
| these activities... (Even if we know what to do, we | | | | fans/clients to participate in the good cause, plus get |
| often need help with the accountability of following | | | | exposure to new fans/clients and promote these |
| through on the promotional activities.) Here is the | | | | events in local media. |
| beginning list of necessary promotional activities: | | | | 12. Contact radio stations for "Playtime" by sending |
| 1. Gather names and e-mail addresses for fans and | | | | media kit and sample music to the "right people" at |
| people to invite to the shows. Have an e-mail sign-up | | | | the radio stations. Offer to do interviews or play at |
| list at EVERY event. | | | | any fundraisers they are involved with. Always invite |
| 2. Get the venues/clubs to help promote shows | | | | radio people to your fundraising events to keep them |
| through their e-mail lists AND ask the club for contact | | | | informed regarding your good work in the |
| information for any media (TV, radio stations, | | | | community. Always let these people know about |
| newsletter, entertainment magazines/newsletters) | | | | new products or major shows that you are offering, |
| they advertise with AND a list of many major | | | | to stay in front of their consciousness and to |
| businesses or organizations within a few miles of their | | | | maintain a good relationship. |
| club. | | | | This case study is a current project. So far, the clubs |
| 3. Get a list of any internet music promotion | | | | venues love it and are looking at the band as |
| websites. Assign someone to contact and update | | | | "professional." The media likes it and are opening the |
| these websites on a regular basis, with enough | | | | doors for music radio playtime. The Non-profits love |
| advanced time. | | | | the donations and are getting the band booked for |
| 4. Create a press release and media kit for | | | | fundraisers and so more community exposure |
| distribution to entertainment media like TV, radio | | | | events. The businesses love to offer their employees |
| stations, newspapers, magazines, etc. Be ready to go | | | | discount incentives that are entertaining and stress |
| when you have found the person in the media | | | | reducing. And by the way, there are more people |
| organization to send these to. | | | | attending their shows and becoming fans... |
| 5. Get a list of local colleges in the area of the music | | | | Now these promotional principles may need some |
| venues that might attract fans through college | | | | translation for your business. Be creative. Most of |
| newspapers, college radio stations, or announcements | | | | these activities are low cost or no cost. (You can |
| fliers (OFFER discounts on CD sales when they come | | | | always send lots of money to advertise but you can |
| to performance and announce that they have heard | | | | build better relationships with these low cost |
| of their local promotion... Get their e-mails for future | | | | activities.) Do not be lazy. If you are struggling with |
| promotions...) Offer to play shows, for a discounted | | | | creative ways of applying these promotional ideas, |
| rate, for their students to create fans and future | | | | you can get mentoring or coaching that can help |
| conversions to fans/clients. | | | | translate these activities to fit your business. |
| 6. Contact other local bands that may have success | | | | Please take good care of yourself. |