If you're here to look into new and different methods by which you can market your band or artist. You've come to the right place. I'm Tom Colohue, and this is Marketing Methods; your guide to traversing the basics of the marketing world while avoiding the pitfalls, the traps and the unreasonable arseholes in it.
Marketing Methods by Tom Colohue
Part Nine: Not Forgetting The Individual
Success does not automatically decide to come. Also, it's often forgotten how easily it can slip away from you because of poor choices and forgetting people. Once you make it', it's important to recall the people that got you there through their own work.
This could be a venue owner who gave you a show every month, even when sometimes nobody would book you in between. It could be your friend Dave who walked around town handing out leaflets for one of those shows and talking about your Facebook page for eight hours a day, for three days. It could be that girl Jenny that stood at the merchandise table in a provocative top and asked for barely anything from the amount that she managed to make you.
The list goes on. Amateur producers and promoters, sound technicians who listened to what you had to say, lighting designers who just seemed to make things more glamorous. A friend who let you crash on his floor because he was nearer to a venue you hadn't played at before. As a musician, you're not going to be rich until you actually are successful. In the interim period, chances are that you've survived on a lot of kindness from strangers, friends and your family.
It's often under appreciated that you have a responsibility to these people, not as a band, or a unit, but as a person. These are the people that kept you afloat, and it's good to keep this in mind to keep you honest and to make sure that you continue to look after the people that matter in a sea of fans you're unlikely to meet, greet or spend any actual time with.
Yes, it does mean that you might have to treat some people differently than others, but that's alright. As per the last article, we talked about a line separating people anyway.
So what are the options? How can you reward these people? Well, that's fairly simple.
Even if you're huge, go back to that old venue that used to book you every month for one big show and make that person a ton of money on drinks and on a door charge. Get your friend Dave backstage and give him a commission on the amount of people he got through the doors. Give that girl Jenny free tickets to your shows so that she can keep selling. Reward the die hard fans with discounts or extra activities. Reward the skilled technicians with your continued patronage as a form of endorsement.
Most importantly, meet the fans that truly want to meet you. If you have any intention of connecting with people, even if you have no idea who these people are, connect. Meeting people after your shows is good, but limited. Joining a forum on your own website to talk to people is also good. Ideas like newsletters and press releases going to particular areas are also good.
Obviously, don't organise a mailing list and then go to all of their houses, but you're getting the point of it. Your entire fan base is made of individuals. How you treat the earliest ones will show any in the future how you operate, so take care of everybody, now and in the future, that has taken care of you in the past.
Tom Colohue is a writer from Blackpool, England. Though he specialises in Fiction, he also writes music theory articles, and new media articles based primarily on the internet. On occasion, these also intermingle. He is well recognised by numerous critics and analysts for his integrative descriptive work and his cynical textual mannerisms. For more information, Tom Colohue keeps a Facebook Fan Page, which contains updates from new articles and his personal blog, Mental Streaming. This page can be found via this link.