Targeted
Shows, Targeted Marketing
Randy Charach
What came first,
the chicken or the egg? That popular old adage reminds me of a question that
all entertainers-for-hire need to ask ourselves.
What comes first,
the Show or the Business? Well in this case, yes, the show comes first - only
initially though. Once we have established a solid act or show, we need to
focus on the business part of the equation. As obvious as this seems, most
entertainers neglect the business "stuff". Understandably, so.
Woody Allen
said, "Eighty percent of success is showing up." Eighty percent
of your success as a "working" entertainer depends on your marketing
and business skills and activities.
I suggest that
you make a concerted effort to split your focus. Study marketing and advertising,
take some risks, learn to enjoy it. The results will be rewarding for you
in many ways.
When you go
out to perform, do you present the exact same show every time? Do you say
the exact same words, delivered the same way — every time? I hope not.
If you do not
alter your performance to suit your audience, then are you also assuming that
every audience is exactly the same? Of course they are not, and therefore
it stands to reason that you adjust your performance to suit your audience.
Just as the
people in your audience vary based on demographics and a variety of other
circumstances, so do the individual potential clients that you market to.
So this begs the question, do you always present the same sales message in
your promotional material and marketing efforts?
Okay, this is
where the rubber meets the road. What I am going to tell you now is something
that is rarely done, yet it separates the high income earners in our business
from those who are unable to fill their calendar as they would like to.
You need to
have separate printed material, web sites, video demos, stationery, sales
letters, guarantees, bonuses, headlines, presentations and offers that are
highly targeted. While the pieces must vary according to your target audience,
there should be consistency within certain areas of your message and design.
In other words, you are still selling "you" and your unique identity,
but in different packages in order to appeal to a variety of buyers. You should
create templates and then make adjustments based on your individual campaigns.
So, just as
you plan your show based on your specific audience, take the same approach
to your marketing, and you will find yourself in higher demand and at higher
fees. You can start now by examining your current material and breaking apart
varying messages to different audiences. Separate incongruent components and
create individual pieces accordingly.
Does this mean
that a catch-all web site, video or printed piece is not needed at all?
No, actually,
you need that too. There are certain buyers of your services such as agents,
event planners, and speaker bureaus that are experienced in booking talent
and want to see the whole picture. You target these types of buyers with a
general piece AND provide them with individually targeted marketing devices
that they can present to their less experienced clients.
Performing a
few children oriented routines when performing for an all adult audience makes
about as much sense as sending out a "Juggler for all Occasion"
advertising piece. Do not overestimate the abilities of your potential clients
to discern whether or not you can effectively entertain their group when you
provide them with anything less than a targeted message specifically aimed
at them and their needs.
Look, you better
believe that if you are ever competing against me for a job, and your material
is not targeted, I will get the gig and you will not. And believe me, my fee
will be substantial. Why? My material will touch the very nerve of the buyer
and they will want me regardless of cost. This is not theory. I challenge
you to compete with me and frankly, hope you win a few. Why?
It means that
this article and my teaching are working for you. That is a new challenge
for me and so far is quite satisfying.
Randy Charach
Copyright ©
2001 Randy Charach and Sharac Productions, Inc. Released to Performers.net
Like what Randy
has to say? Visit his web site and check out his new book: "Secrets
of a Millionaire Magician"
Contact Randy:
E-mail: randy@charach.com
Visit: http://www.millionairemagician.com
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