Know Your Customer

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.