It is Friday night and the place is empty. What happened?
I thought this band had a following?
There is a common misconception when it comes to hosting live music. The first delusion is that all musical acts have a following. A lot of folks that we consult for are looking for an instant return on investment. Quick sales are their main focal point. However, it takes time to build a program.
Today I am going to show you how!
If you want to stick out like a vertical bacon sandwich then you need to catapult your game plan to the next level. Your plan needs to be creative and you need to put in the work.
If you build it they will come.
A music program can outshine the competition if you are eager to put in the work. Most folks add music as a last-minute “hail mary.” Live music venues earn their reputation by being consistent. Establishments that are well known for their live entertainment install these seven rules. Each one is easy to set up and can offer a great return. Let’s get to it…..
Word of Mouth Marketing
Reports from Nielsen show that 92% of consumers trust recommendations. Preferring family and friends before advertisers.
Word of mouth is a powerful tool. Who doesn’t want to trust a friend’s good word? The key is to create a better relationship between your customers and staff. The success of a music program is dependent on more than the musicians. It starts off with every person who works at the venue. This energy is either contagious or fizzles out.
Let’s take a look at an experience from a new customer’s perspective. It is Friday night and a couple has decided on an evening filled with “Live Music.” The first person they approach is the bartender.
” Do you have music tonight?” We have a band playing shortly ( bartender walks away. ) This response is typical. It takes place at venues we book for, places I have managed, restaurants I have tended bar at. It is without a doubt a horrible way to promote your music program. Your staff should know the name of the band and show some type of enthusiasm.
If the staff is not thrilled or excited about the music. Then why would the guest get excited?
Spread your company’s message through both your employees and customers. If your staff likes music, they will be more inclined to get your clientele into your offerings. Every customer interaction will determine the way your guest feels.
Good emotions equal good cash flow.
The easiest way to test your program is by going to see the competition. Take notes on how you feel when you walk into a place. Go in with the mindset of learning. Did the hostess greet you? Did your server or bartender tell you what was happening for the evening? Did the band or musician look happy to be there? Use your experience to make your offerings better.
Don’t be afraid of the competition, learn from them.
Let’s recap our strategies.
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Get your staff to promote your offerings via word of mouth. The more you educate them on what’s going on the easier it is for them to relay your message.
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Research the competition and learn from them.
Bonus tips
Tip #1: Bar Regulars. Each bar or venue has a handful of regulars who love to keep the rest of the guests up-to-date. Make these regulars your insiders. Email or text them your weekly happenings.
Tip #2: Engage with customers during the show. A simple handshake goes a long way.
Email List
An email blast is a straightforward and inexpensive way of communicating daily specials. Emails are 20 times more cost-effective than traditional media. They offer a deeper relationship. Most venues post their daily events on social media and their landing pages. By sending an email blast you beat them to the punch. If customers take the time to sign up for your email list it means they like what your business has to offer.
Bonus tips
Tip #1 Don’t waste anyone’s time, say what you need to say. Be trustworthy and professional.
Tip #2 Provide value and insight.
Text – Mobile to Mobile
Text messages offer instant delivery. The average time via mobile carriers and SMS services is less than seven seconds. Target your messages to customers who want to receive daily specials. This service will help track offer interest. It will also give you a better idea of how big your fanbase is.
Whether you are selling beers or promoting an upcoming show. If a fan or customer signs up to receive a direct text message then they believe in you. Unlike email, SMS is a more direct connection to your customer. They won’t have to compete against spam or email filters. 160 text characters will help get the message across without unwanted information.
Be respectful of the direct contact you have and don’t invade their privacy. Send them cool show updates and great offerings.
Bonus tips
Tip #1 Get permission before you start sending messages over.
Tip #2 Write clear messages
Tip #3 Use a call to action button
Tip #5 Get your timing right
Tip #6 Give them a discount for inviting you in
Table Tent’s & Posters
Visual aids help connect the consumer with the product. Posters, table tents, social media posts all need powerful visuals. Images add a component to storytelling that text is unable to do.
Think back to your favorite band. Do you remember their album cover? I’ll never forget the image Nirvana used on the “Nevermind” Album. Researchers found that visuals get processed 60,000 times faster than text. If you are looking to stand out. Then start piecing together artwork that coincides with what you are offering.
Staying updated and relevant will be your main goal. Keep the cost down by having one of your beer or liquor reps do the printing for you. Most of the reps print posters or table tents for free as long as you’re featuring their product.
Bonus tips
TIP #1 The main visual should be eye-catching, inspiring photos always grab attention. Keep your customer in mind while you are designing these and focus your message on the program.
Tip #2 Use a compelling headline and make sure to have a call to action.
Tip #3 Remember to add the name of the band. ” Live Music, ” is very general and shows that you are serious about the program.
Local Papers & Magazines
The paper?
“Do you mean the fish wrap and birdcage liner?” Yes..the paper. Believe it or not, it is still relevant.
The few that are still in publication offer a great way to attract new customers. Posting your offering online is like a parade of wrinkles. Strive to find places that are less crowded.
To make your listing stand out from the rest of the pack, add in an unforgettable visual. Inside the visual add your upcoming events scheduled. Entertainment seekers will check online first and then move on to local publications.
Bonus tips
TIP #1 Invite the editor out for dinner. Let them see firsthand what you bring to the table. A free dinner may lead to a featured article on your establishment.
Tips #2 Keep an eye on other venues to see what they have going on. Learn from the competition.
Social Media
Social Media is the easiest format to spread your message on. You don’t have to import email addresses or add phone numbers into a CRM.
Yet, if you lack creativity and consistency social media is pointless.
Without a doubt, social media is my Achilles tendon as a small business owner. I understand the importance of being present. Especially from a marketing perspective. Yet, this platform is unforgiving.
If you are not consistent and creative your post will go down faster than Apollo Creed.
If you are behind on time make sure your social media directs customers over to your offerings. Have a direct link to your website on every one of your platforms. What value can you provide? And where can the user see your offerings or learn more about your company? If you don’t provide insight and you are only posting pictures or memes then you become irrelevant. Let’s discover some quick and easy social media tips.
Bonus tips
Tip #1 No matter what platform you are using. Your name/offerings should be consistent across the board
Tip #2 Create more value than you capture
Tip #3 Use the right tools
Tip #4 Focus on customer service
Tip #5 Create eye-catching visuals T
Tip #6 Engage with your customer base
Event Listings ( Websites )
There are a ton of event listing websites. Two of my favorites are Go Tonight and Eventbrite. Listing is a great way to get folks to see your shows and offerings. Another listing site I like is Meetup. This site shows all the local group meetups in your area. Search music and see what groups pull up in your area.
Bonus tips
Tip #1 Get all your shows listed on as many free websites as possible
Tip #2 Connect with a Meetup group in your neighborhood. Offer them an incentive to come out to your venue.
The Recap
This is how we can build a better “Music Program”
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Teach your staff the power of “Word of Mouth Marketing.” The ambiance of your establishment will be the backbone of the music program.
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Promote weekly schedules with an Email blast. Get them thinking about Friday night on Monday.
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Send direct marketing messages via mobile to mobile.
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Use cool images and graphics throughout your venue.
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Get your shows listed inside these publications ( Local Papers and Magazines.) Remember to use eye-opening visuals.
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Social Media is a perfect platform to engage with your current customer base. The key….stay consistent with your postings and don’t go into “Drunken Selfie Mode” by posting five times a day.
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Event Listing websites are a great source to generate online traffic.
Need help with your Music Program? Give us a call at 813-482-5646
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