Target Marketing For Magicians
Most experienced magicians have the ability to do a variety of different
show venues. The restaurant magician can certainly do strolling magic
at corporate events, wedding receptions or even tradeshows.
Too many magicians however, make the mistake of trying to sell to all
these markets at once. They take a shotgun approach to sales and marketing.
Their business card or website says they do school assemblies, birthday
parties, corporate events and festivals. Or, as my first business card
said, "Comedy magic for every occasion." A magician for all
events but a master of none.
If I was hiring a school assembly performer, I wouldn't want a birthday
party performer. I would want an educational specialist, not a clown
with a rabbit. If I was hiring a strolling magician for a trade show,
I would want a specialist that understood my business' needs, not a
family performer who knows fifty ways to tie a balloon animal.
Want to explode your magic business?
Specialize.
Determine what market you want and go after it with a gusto. Marketing
efforts tend to have a geometric growth in response . If you split your
efforts between two markets, you will get fewer bookings for the same
efforts than if you focus on one with all your resources.
Does this mean you can't work other markets? No. If I get a call to
do a party or a fair, I'm going to take it. But that is not my specialty.
My marketing dollars do not go into soliciting those shows. They are
a by-product of people getting to know about me.
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Determine what market you want to pursue. Schools, restaurants, corporate
meetings, trade shows, or parties. Your business card and your website
should reflect that you are the specialist in this area. Let people
know you are the expert. Emphasize your abilities to solve their problems.
Use references that highlight your experience in working with similar
clients. When comparing your materials to other potluck performers,
you should stand head and shoulders above the competition. This will
get you more bookings and more money for your shows. As the expert,
you naturally command the higher fee.
Silly Billy has made a career out just doing birthday parties. He has
positioned himself as "the birthday party professional" in
his market and commands higher fees than the average birthday party
clown or magician. He makes a living many magicians would envy.
David Ginn has a wide experience in magic. He's done just about everything,
but by specializing in school shows, he has supported his family and
is recognized not only by his clients, but by other magicians as well
as a top school performer.
Now, develop your potential client list. A school performer may want
all the high schools within 200 miles of his house. A party magician
may want all the companies with over 50 employess within 100 miles of
home. A fair performer would want to join the state fair organization
and target the directors of fairs and festivals in his own and neighboring
states. Develop a mailing list with names and addresses and phone numbers.
Identify conventions where you can showcase or rent a booth.
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Rather than send out one or two advertising pieces to these leads, you
will mail regularly to this list. A simple newsletter every month or
two will keep you name in front of your prospects' eyes. Don't just
send out advertising brochures. Send little articles or news bits about
your business, what you are doing and maybe some industry news. Make
it entertaining and educational. Of course you also include your contact
information. When an event does come up, you will be remembered.
Your webpage should contain an article or two that relates to your business
and the prospects. A trade show magician may include a free article
on "How To Optimize Leads At Your Next Tradeshow." You should
include some valuable information. Of course one way to optimize their
leads would include hiring you. Be sure to have an opt-in list on your
webpage so you can let them know when new articles are posted. This
is another tool to keep your name in front of your prospects.
By specializing and building your name recognition in your market, your
bookings should grow and your fees increase.
Once you have built your business in one market, you may want to expand
into another market. When doing this, use a separate business card and
webpage. If the markets are similar, such as starting in tradeshows
and then adding corporate parties, you may want to have links between
your pages. Indeed you may be using the same potential client list.
It makes sense to offer to do the annual Christmas party or company
picnic for companies already using you to do their show booths. Still,
keep the separation between the two efforts. Send new prospects one
offer only.
Over time, your business will grow, the markets you pursue may change.
Just remember, for maximum results target your market and work one market
hard. You can add others as you build your business, but always maintain
expert status in each niche market.
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Dennis
Regling is a professional magician, author and lecturer. He performs
educational programs at over 250 elementary and junior high schools
every year. Additionally, he performs gospel magic programs at church
camps, Vacation Bible Schools and other church events. Dennis has authored
over 12 books for magicians. Dennis currently resides in Freeport, Ohio
and performs throughout the east and midwest.
The
Performer's Notebook
