Wouldn't it be great if every gig you scheduled was just a short
drive from your home? Even better, wouldn't it be awesome if everyone
who ever hires storytellers thought of you first when they thought of
storytellers?
That is "TOP OF MIND AWARENESS". In other words, when a customer is ready to schedule/buy - they think of you first. You have been stamped into their memory and when they think of "storyteller" your name AND face comes up. That is an enviable position to have. A position that the marketing giants are careful to promote for themselves. Think APPLE, COKE, MCDONALDS. When I was a kid there was a Texaco commercial with a jingle that said, "You can trust your car to the man who wears the star, the big, bright Texaco star!" Still today that is top of mind awareness.
Are you asking yourself, "But how can I do that? I don't have a thousand person marketing department. It is just little ol' me."
Here is how you start: First, get a map of your area and draw a circle around where you live. I draw three circles - 30 miles, 60 miles and 90 miles. Lets start with the 30 mile circle and identify EVERY potential venue in that circle. Yes, it takes some work, but it will pay off. Some potential venues might be libraries, elementary schools, day camps and civic organizations. Check for seasonal festivals and special events also.
As you identify the venue, determine who the decision maker might be. If it is a library, for example, there might be several including the head librarian/director, the teen or youth librarian and the children's librarian. If you can compile additional info about a contact MAKE A NOTE! I have known sales reps that had awesome notes about each client. AND their clients LOVED them because they remembered and cared about who they were. They also made good notes about when and how they contacted the client. An example:
Jonathan Apple Memorial Library
1953 Main Street
Apple Tree, KY 40000
Director: Lizzie Borden - collects chopping tools. Might be interested in a Father's Day program
Teen Librarian - Charles Wolfe - loves werewolf and vampire stories, ask about Halloween programs
Children's Librarian - Bonnie Buttercup - president of local garden club. loves environmental storytelling
2012 contacts: March postcard mailing, e-mails about Mother's Day programs, stopped in to see Bonnie and leave info about my "Think Green!" storytelling program.
Ask yourself, "How often have I contacted the venues closest to me? Once, twice in the past year? Do they even remember me or that there is a storyteller in their neighborhood?" How much is reasonable? How much can I afford? This is not suggesting that you become a pest or constantly call and hassle a contact. Much of what you do can be subtle and passive. Vary the programs you promote with each venue. they might not be interested in one program and will be excited about another program.
Top of the Mind Awareness helps in another way also. As others speak with your potential venues about storytellers, your name will come up EVEN if a venue has no money to hire you themselves.
Want more local gigs? Identify all potential venues, develop good info about each venue, develop a systematic contact/marketing plan, make contact regularly and vary the programs you offer.
Stephen Hollen is an award winning storyteller, humorist and Mark Twain Impersonator living in Beavercreek, Ohio. He performs and tells stories in Ohio, Kentucky, Indiana, Tennessee, West Virginia, Michigan and throughout the USA.
That is "TOP OF MIND AWARENESS". In other words, when a customer is ready to schedule/buy - they think of you first. You have been stamped into their memory and when they think of "storyteller" your name AND face comes up. That is an enviable position to have. A position that the marketing giants are careful to promote for themselves. Think APPLE, COKE, MCDONALDS. When I was a kid there was a Texaco commercial with a jingle that said, "You can trust your car to the man who wears the star, the big, bright Texaco star!" Still today that is top of mind awareness.
Are you asking yourself, "But how can I do that? I don't have a thousand person marketing department. It is just little ol' me."
Here is how you start: First, get a map of your area and draw a circle around where you live. I draw three circles - 30 miles, 60 miles and 90 miles. Lets start with the 30 mile circle and identify EVERY potential venue in that circle. Yes, it takes some work, but it will pay off. Some potential venues might be libraries, elementary schools, day camps and civic organizations. Check for seasonal festivals and special events also.
As you identify the venue, determine who the decision maker might be. If it is a library, for example, there might be several including the head librarian/director, the teen or youth librarian and the children's librarian. If you can compile additional info about a contact MAKE A NOTE! I have known sales reps that had awesome notes about each client. AND their clients LOVED them because they remembered and cared about who they were. They also made good notes about when and how they contacted the client. An example:
Jonathan Apple Memorial Library
1953 Main Street
Apple Tree, KY 40000
Director: Lizzie Borden - collects chopping tools. Might be interested in a Father's Day program
Teen Librarian - Charles Wolfe - loves werewolf and vampire stories, ask about Halloween programs
Children's Librarian - Bonnie Buttercup - president of local garden club. loves environmental storytelling
2012 contacts: March postcard mailing, e-mails about Mother's Day programs, stopped in to see Bonnie and leave info about my "Think Green!" storytelling program.
Ask yourself, "How often have I contacted the venues closest to me? Once, twice in the past year? Do they even remember me or that there is a storyteller in their neighborhood?" How much is reasonable? How much can I afford? This is not suggesting that you become a pest or constantly call and hassle a contact. Much of what you do can be subtle and passive. Vary the programs you promote with each venue. they might not be interested in one program and will be excited about another program.
Top of the Mind Awareness helps in another way also. As others speak with your potential venues about storytellers, your name will come up EVEN if a venue has no money to hire you themselves.
Want more local gigs? Identify all potential venues, develop good info about each venue, develop a systematic contact/marketing plan, make contact regularly and vary the programs you offer.
Stephen Hollen is an award winning storyteller, humorist and Mark Twain Impersonator living in Beavercreek, Ohio. He performs and tells stories in Ohio, Kentucky, Indiana, Tennessee, West Virginia, Michigan and throughout the USA.
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