The last blog was pretty much a rehash of my post in early December so I could introduce the next piece of the planning puzzle. It is an important part and needs to be well thought out if you want to have your calendar filled with gigs year round. What is the next piece of the puzzle?
Knowledge!
As I mentioned in the last blog, when libraries plan for their Summer Reading Program they often set their programs in the fall for the next summer. Some of their planning is probably in response to their receiving the Collaborative Summer Library Program guide in the fall. They need to plan and submit budgets for the next year. If your program is not part of that budget your marketing won't do much good.
So, how much lead time is needed? Who makes the decisions? Some of that depends on the venue, but there is more to this part of your planning. Rather than a shotgun approach, why not fine tune your prospects? Talk to them and get an idea as to when they plan programs and events!
In the business world this is called, "KNOW YOUR CUSTOMER". Know what types of programs a segment of the market plans, how much they pay for programs, when most of their programs take place. Talk to other performers, to those who plan programs in that type of venue.
Build a prospect list! Gather info on the venues and keep it handy. I'm talking about contact info including contact names, addresses, phone numbers AND the above information.
Develop a spread sheet with this info. Add to it dates you contacted the venue and what your did. If you get a gig... make a note of it.
Better yet, why not use a CRM program- Customer Relationship Management program to keep the info! You will be amazed at how efficient - and productive you can be.
I am hoping you purchased your 2013 calendar long ago and are already writing down appointments and gigs for this New Year! I purchase an 18 month calendar every June so I can have the next year available at all times. I know, yes, there are online, computer and even phone apps.
I use a daily/monthly calendar so I can see a whole month at a time and use the day page to make notes, write down specific info about gigs like addresses, phone numbers and contact people.
I think it is easier,at least for me, to plan my travels and my month when I can see the whole and use it to plan.
As you look at that new calendar, let me encourage you to think with your marketing hat on and begin blocking out marketing opportunities. I often use hi-lighters to do this. It is a great way to not only find opportunities, but also it will help you plan when to do mailings, e-mails and phone calls.
For example, Martin Luther King Day is on January 21. This is a great opportunity to market stories about civil rights, equality and believing in dreams that can change the world.
February is Valentines Day and has great opportunities for stories about love, sacrifice (do you know the story of St. Valentine?), humorous stories about marriage and couples.
March could be Irish stories and Celtic stories. Passover begins March 25 and this year Easter is March 31 and an opportunity for religious stories of faith.
There are plenty of other holidays that can inspire your marketing. don't forget the seasonal storytelling also with scary stories in October, fall stories of harvest and change. Christmas stories!
Then last of all, gigs that happen only during certain times - Summer Reading Program around here is mostly June and July. Many libraries have already scheduled their programs LAST FALL!
Your marketing should be 3-6 months out usually. There are always exceptions, but if you plan well in advance and market in advance you should see that calendar filling up more in 2013.
More about that later!
