How far in Advance do you Market?

How far in advance do you market?

Do you know how far in advance the venues you work with schedule programs?  Do you keep a record of when they contact you to schedule a program?  

These are valuable bits of information that can help you get more gigs and not miss out on great opportunities.

Here are some example of what I mean:

Senior Centers I have worked with seldom schedule 6 months ahead of time.  They tend to look at their calendar quarterly, so I expect their requests to be within 1-2 months of their contact.

Summer Reading Program for many libraries will be scheduled by October of this year for next year's June and July programs.  Many libraries plan their budget by October so they can submit it to a government body for approval. If you wait till next year to make contacts you may be way too late!!

Festivals often plan a year in advance!  Many times I have been asked on the last day of a festival if I will commit to performing next year.  I like those invitations!  Keeps the calendar looking good.

With that in mind, do you plan your marketing accordingly?

I am sending out festival information right now for next year.  Schools were sent an initial contact this week and last week because school is back in session.

When I do a 90 Day Mad Marketing Workshop I give everyone a calendar and we brainstorm what events/holidays might take place in a particular quarter.  We make a list of all the possible events or holidays first and then begin to list possible venues and audiences for programs specifically designed for those events or holidays.

Valentines Day is a good example.  Possible audiences would include women's groups, churches, youth groups, senior centers, libraries, coffee shops, couples retreats, Red Hat Societies and even men's groups.

I designate the first 2 weeks of February as possible dates for Valentines Day programs. I don't really market for this program prior to January 1st.  There are too many other things on folk's calendars that will be on their minds.  

However, a contact the first week or two of January can get several great gigs if you make the contacts.  These might be programs that you will schedule during a time that is often slow for storytellers.

What are your action steps?  First take a look at your 2014 calendar and think about the programs you offer and also concentrate on the seasons/events/holidays that would be a good fit.  Maybe determine to develop programs to coordinate with those times/events.

Think about when you should begin to contact venues to market the programs you select.  Plan your marketing calendar.

Now, spend a few minutes brainstorming about the audiences for those programs and that event.  Write them down, spend some time brainstorming...

Last of all, do your homework.  Develop your databases of venues.  Get addresses, contact information, if you can.  Who is the president/head honcho/scheduler for events at that venue?

If you don't know a name or can't find one, use a title; "Children's Librarian", "Activity Director" or maybe "Program Chairperson".  Build your database and plan your contact dates.  

Then make the contacts and follow up.