A Marketing Balance

There is a lot of talk these days about social networking for business and for storytellers/performers.  Books have been written, blogs, Facebook, LinkedIn and Twitter are full of advice and salesfolks trying to sell you their latest take on how to market via the internet and social media.

I have been told by several storytellers that all their promotions and marketing is done online these days.  My response is usually the same, "That is great.  I hope it works well for you.".


My opinion I hold to myself is this:

If you do not create a balance online and offline you are missing out on opportunities.  There is a real difference in marketing and selling between active and passive marketing.


Your social media marketing depends on customers finding you and joining your circle of "friends", connecting to your social network or subscribing to your newsletter.


What if they aren't looking for you BUT would be interested if you asked them?  Are you missing many opportunities because you are not actively seeking them?


Social Media marketing is sort of like having a retail store.  Your customers have to come to you to buy.  That works fine if you are Wal-Mart.


The other model you need to look at is more like a B2B model - business to business.  Pharmaceutical Sales is a good example.  Drug companies put highly trained sales reps in the field to call on physicians and other health professionals to educate about specific drugs and ask for business.


To be a successful storyteller you need to FIND customers and market specific products/services.  DON'T EXPECT them to come looking for you.  


The first step is to know your 30, 60 and 90 minute markets.  Get a map and a compass and draw a 30 mile circle around your home.  That is your "30 Minute Market".  What possible venues are there in that circle?  do the same for your 60 and 90 minute market.

Search for venues, for likely customers and build a list of prospects.  Find out what NEEDS they may have and market to those needs!  Ask questions - what type of programs do they hire for?  If you see trends then build programs to fit those trends!


You may be passionate about the plight of myopic possums. You can have lovely stories about people who fit these short sighted critters with glasses... but will anyone pay to hear those stories?


Last of all, am I saying you don't need the online presence?  Not at all.  The point is that you need both.

Have you seen the car commercial where the young woman talks about her parents not having a life because they only have 19 Facebook friends and she has over 600?  She sits in front of a computer trying to figure out if a picture is a real puppy while her parents are out living a great life OFFLINE!


Balance your marketing - ONLINE AND OFFLINE.