Thread: Best Advertising bets?

If you have a tiny ad budget (probably applies to most of us)...what's the best bet? Gigmasters? Most of my gigs have come from online listings like PartyPop, etc...

I know some folks advertise in local papers. I've tried Craigslist, but it never produced anything worth my time in keeping up with it. The local paper here can charge as much as $150 for a small ad for one week, so I don't see that being worthwhile.

I just want to advertise for performance gigs, not students.

Have you thought about Google AdWords? It can be done cheaply.

About 90% of my gigs come directly through my website. The other 10% are from PartyPop or referred by other dancers.

I've personally tried Craigslist, newspaper ads and infrequent postcard mailing campaigns to banquet halls, DJ's, restaurants, etc., none of which have resulted in any gigs.

I just got a car door magnet, and joined GigMasters a couple of weeks ago too. No response from those yet either, but it's probably a bit early to judge either of them. A coffee house near me is supposed to be putting on a small party planning expo this summer that I'm planning on taking part in.

The majority of my gigs lately have come from other public appearances that I have done.

I joined my local business association and have been performing at some of the festivals and events that they are involved in (some directly coordinated by the assn and some through contacts made through the assn). I've gotten at least one gig and one student from each public appearance.

I also just recently joined my parish's (that's county for everyone else in the country) Arts Association. First performance artist in the fold! Haven't seen anything yet, but I've got hope...I'm now eligible to participate free of charge in all of the big art events here. They are really excited about me joining, so I'm optimistic that I'll get a return.

I was lucky enough to have an article about me in the paper and then do 2 television appearances in the last month...I got a huge return off of that both with students and gigs.

The only places worth advertising here would cost me $600 plus an ad, so I haven't done any traditional advertising yet. My google ranking is awesomely high at the moment and I'm being active about keeping it there. I keep my online presence not just strong, but constantly updated with fresh pictures, etc. I give my students a kick back on any gigs they refer to me...they get a 10% finders fee upon me getting paid in the form of a tuition break. I sunk more money into developing really nice marketing materials (fliers and postcards primarily) and put energy into developing places to put them out.

Originally Posted by safiradokos

The majority of my gigs lately have come from other public appearances that I have done.

This is really true for me, too.

I know we all deal with way too many requests to dance free 'for the exposure,' but *some* of those gigs really are good exposure!

I don't say no to dancing for free ro cheap if A) other entertainment is also working free/cheap, B) The audience will be large and be my target audience (people who are likely to be community movers and shakers, involved in lots of event planning) and C) it's convenient and the working conditions are pleasant.

Originally Posted by Lauren_

This is really true for me, too.

I know we all deal with way too many requests to dance free 'for the exposure,' but *some* of those gigs really are good exposure!

I don't say no to dancing for free ro cheap if A) other entertainment is also working free/cheap, B) The audience will be large and be my target audience (people who are likely to be community movers and shakers, involved in lots of event planning) and C) it's convenient and the working conditions are pleasant.

I run the same policy...if the benefit to me is insanely clear then I'll do it for really cheap or free...I always go for really cheap first unless the event is something near and dear to my heart and I want to do it for free or if I know that they have zero budget and no one is getting paid.

I'm even sending some students to dance at a restaurant for much lower than our normal multiple dancer price for two days next month....the restaurant hired us to come in to dance in front of and inside their place during the town's annual antique show in the old town district (which they happen to be in the middle of). He had every intention of paying me full price, but I offered him a deal that if he put my info prominently on his tables and all over his restaurant and let my dancers push my classes and hiring us with the crowd that we would take less money. He was thrilled to have the discount and I'm thrilled to have an way into one of the largest local events in a town that I pull a ton of business from...without him I couldn't have gotten a booth. I think it will be worth cutting him the deal...and its my instructors at my studio that I'm using for the performance so they are thrilled to get out there and try to drum up more business too.

Does gigmasters pay off?

Originally Posted by Sonja2

Does gigmasters pay off?

I've only been on it a little over two weeks. I've gotten one bid request which was quite far away and the client has not accepted it (I think the mileage priced me out of the game, there are other dancers in the client's area much closer than me). I'm doing the 3 month trial, but if I haven't gotten at least two solid gigs from it, I'm canceling at the end.

Just found this article: Magazine and TV Ads More Effective than Ads Online

Newspapers kind of suck right now, with circulation rates dropping and people in general being starved for time. Sitting down with a coffee and the morning paper is a rare and dying ritual, these days. I wouldn't really bother with newspapers unless you had a big enough budget to place frequent ads - and if you had extra $$$ to back it up with radio or cable to boost recall.

In addition to the obvious, which is first to get a website up and running, SEO (search engine optimization), social media and P.R. are part of my '09 plan. Most of our gigs come from our websites, right? So start thinking of ways to drive people to YOUR website instead of your competition's.

Also, never underestimate the power of networking. Start joining forces with comparable non-competitors, like spas, women's wellness groups, promotional agencies, etc. Join your local chamber of commerce. Look for local entepreneurial meetup groups. Be a value-adding complement to other local businesses.

I really don't want to spill my candy in the candy store, but you may feel free to PM me or chat with me on Facebook if you want to bounce any ideas off me!

Originally Posted by andalee-oriental

Just found this article: Magazine and TV Ads More Effective than Ads Online

Hmmmm....I find it pretty interesting that this study is funded by CBS and by Conde Nast, one of the major magazine publishers who has given the axe to several of its publications due to slowed revenue, due to (you guessed it) slow ad sales.

Interesting study nonetheless, and I'd agree that paid advertising on the internet generally tends to go unnoticed by today's consumer, but I've worked in ad sales long enough to understand just how much mud-slinging goes on in the industry. Radio thinks newspapers suck. Newspapers hate TV. TV hates digital. Satellite wants to kill terrestrial radio. I highly urge anyone to consider the source when reading a study of this nature.

Just a friendly reminder from your friendly media beeyotch ..l;,..g.:

I would agree with you that you gotta examine your source. BUT, I was posting that link because I think it is interesting that basically everyone is pumping money into online advertising now and this is challenging CW. And then, I thought about the magazines I read, and yes, I always remember those ads more.

I also really like this quote:
“Because different media deliver ad impressions at vastly different rates, this study provides clear evidence that time spent with a medium does not translate into value for advertisers,” said Scott McDonald, SVP of research for Condé Nast. “It also indicates that magazine advertising is undervalued relative to its effectiveness.”

Oh and pretty much when it comes to studies, they are all biased and there are always opposing views and contradicting studies/analysis.

Originally Posted by Sonja2

If you have a tiny ad budget (probably applies to most of us)...what's the best bet? Gigmasters? Most of my gigs have come from online listings like PartyPop, etc...

I know some folks advertise in local papers. I've tried Craigslist, but it never produced anything worth my time in keeping up with it. The local paper here can charge as much as $150 for a small ad for one week, so I don't see that being worthwhile.

I just want to advertise for performance gigs, not students.

Speaking of Craig's List...they are ranked 5 in terms of a referring site to my Web site. Which means even if I am not getting gigs from it, it is increasing my Web traffic and visibility.

Originally Posted by andalee-oriental

Speaking of Craig's List...they are ranked 5 in terms of a referring site to my Web site. Which means even if I am not getting gigs from it, it is increasing my Web traffic and visibility.

How are you using Craigslist? Are you posting classes there? Are you posting general announcements? I have a feeling that it could possibly be a good tool, but I'm lobbing and trying to see what sticks with it right now. Would love to hear what you are doing that you are getting so many hits from that source.

I post a general gig ad in the event services. I also post all upcoming events there. I used to post classes, but I got too many calls, when I should've just listed the studio info. That help?

Originally Posted by andalee-oriental

I post a general gig ad in the event services. I also post all upcoming events there. I used to post classes, but I got too many calls, when I should've just listed the studio info. That help?

I posted classes there the last time that I started a new session...to my knowledge haven't gotten a single hit off of it. Maybe I just need to start posting consistently. Going to post my upcoming Mother/Daughter workshop there and see what happens.

Thanks!

Maybe the effectiveness of craigslist depends on the city you're in?

I've gotten an email or two from craigslist before, but it never solidified into anything...even when I was teaching classes.

I think craigslist is definitely more active in some cities than others.

Magazines and newspapers are great for attracting students, but I don't think they're targeted enough to get gigs. Unless you can find a local publication that specifically targets people planning parties, you're better off online and/or performing at places where they gather.

A few bhuzzers have reported some success with Chamber of Commerce and other business networking groups. I wonder if advertising in business publications might be a good way to reach people who are planning events?

Originally Posted by Lauren_

I think craigslist is definitely more active in some cities than others.

Magazines and newspapers are great for attracting students, but I don't think they're targeted enough to get gigs. Unless you can find a local publication that specifically targets people planning parties, you're better off online and/or performing at places where they gather.

A few bhuzzers have reported some success with Chamber of Commerce and other business networking groups. I wonder if advertising in business publications might be a good way to reach people who are planning events?

I worked as an event planner for about 10 years (and still do some contract work now and again) and I know that advertisements wouldn't have reached me. The thing that worked best for me was sending me your press kit. I didn't even need a call to let me know it was coming. I kept (and still keep) a pretty extensive library of musical groups, actors, children's entertainers, and other types of performers that I dip into as needed. So you may not get a call immediately...but if something comes up that you fit the bill for, you will be in their rolodex so to speak. I had one kit for 5 years before I ever called the band for an event. But, in the meantime, I referred them to a few other planners I knew cause I liked their style. So they ultimately got business off of me whether they knew it or not. Most planners that I know keep a press kit library like this.

So if you wanna reach professional event planners, my best advice would be to send them press kits directly.

I'm also one of the Bhuzzers who has had success with my local business association. I've also just joined the local Arts Association and I'm starting to see a good return on that. I see a better return from things like that than I do from traditional advertising thus far....although I haven't had a budget to advertise the way that I'd really like yet. Here's hoping that I'll get a real ad budget one of these days and be able to test the theory for real!

How do you find event planners that aren't just wedding planners? I have a hard time finding event planners here...but it might just be the area I live in.

I'm starting to go to networking meetings. Some are free and some aren't. I can't say how well it's working since I just started, but people definately remember you. There's amazing diversity there too. I met some one who does advertising for a tv station and someone else who plans princess party for children on the side when she's not helping plan events for a radio station.
I have mixed feelings about BNI. I don't know if you have that where you live or not. It's a great way to network but you're also working for BNI by promoting them.

Originally Posted by safiradokos

I worked as an event planner for about 10 years (and still do some contract work now and again) and I know that advertisements wouldn't have reached me. The thing that worked best for me was sending me your press kit. I didn't even need a call to let me know it was coming. I kept (and still keep) a pretty extensive library of musical groups, actors, children's entertainers, and other types of performers that I dip into as needed. So you may not get a call immediately...but if something comes up that you fit the bill for, you will be in their rolodex so to speak. I had one kit for 5 years before I ever called the band for an event. But, in the meantime, I referred them to a few other planners I knew cause I liked their style. So they ultimately got business off of me whether they knew it or not. Most planners that I know keep a press kit library like this.

So if you wanna reach professional event planners, my best advice would be to send them press kits directly.

I'm also one of the Bhuzzers who has had success with my local business association. I've also just joined the local Arts Association and I'm starting to see a good return on that. I see a better return from things like that than I do from traditional advertising thus far....although I haven't had a budget to advertise the way that I'd really like yet. Here's hoping that I'll get a real ad budget one of these days and be able to test the theory for real!

I completely agree with this. For many reasons, it pays off to directly network with event planners, especially seeing that they're always looking for ways to add value to the promotions and events that they coordinate for their clients. You earn credibility by playing to their needs and positioning yourself as a viable business partner who, in essence, makes their job easier.

I'm not sure if you could convey this sentiment as effectively through a magazine ad that your target may or may not see.

Originally Posted by Rya_of_Indiana

How do you find event planners that aren't just wedding planners? I have a hard time finding event planners here...but it might just be the area I live in.

Finding event planners (not just wedding planners who are a whole different breed) can actually be relatively difficult. The best way I've found is through some serious detective work...you gotta want it LOL

Stalk your local paper, website, etc that has really up to date social listings. When you see a party that looks like a well run event, research the hell out of it. Check if it has a website, make some cold calls...back door it until you find out who is in charge. It takes some leg work, but one you find the planners they can be a great source of work.

You can also check sources such as:

Welcome to the IFEA! (International Festivals & Events Association)
MPI - Meeting Professionals International (Meeting Professionals International)
International Special Events Society (International Special Events Society)
ADME - Association of Destination Management Executives | Defining the DMC Profession (Association of Destination Management Executives)

Each of those sites should have a "find your local professional" section. And it will mostly be certified planners listed, so you can be sure that its current since you are required to update certifications every one to two years in those fields typically.

And dont' discount wedding planners totally...some of the larger bridal planning firms have diversified in order to survive. So if you do a little research you may discover that they plan a variety of types of events and not just weddings. There is a firm here that mostly advertises weddings but also plans sweet 16s, quinceaneras, birthday parties, black ties, themed events, etc. Pretty much anything you throw at them.

You may also want to check in with the marketing departments at large corporations in your area. A lot of the biggies will handle their own events internally and have departments and/or staff dedicated to doing just that. Typically the title would be marketing manager or something to that effect.

Also check with all the advertising and marketing agencies in town. Corporations that don't have internal departments will usually farm out to a marketing agency who will handle the details for them.

That's all I can think of for now...I hope some of that is helpful!

safiradokos out of curiousity, what type of "cold call" introduction would have gotten your intrest when you worked as an event planner? A phone call, letter of introduction along with promotional materials, e-mail? I'm curious because I have thought about contacting a local event planner here but so far every letter I've drafted sounds idiotic, at least to me. Then again I may be being overly critical of myself, not that any of us is prone to that...LOL!

Originally Posted by Viv

safiradokos out of curiousity, what type of "cold call" introduction would have gotten your intrest when you worked as an event planner? A phone call, letter of introduction along with promotional materials, e-mail? I'm curious because I have thought about contacting a local event planner here but so far every letter I've drafted sounds idiotic, at least to me. Then again I may be being overly critical of myself, not that any of us is prone to that...LOL!

What worked best for me was short and sweet. Try to find out the name of the person you need to talk to in advance...that will help you get past the "gatekeeper" (also known as the watchdog). Once you've got that person on the phone, say something to this effect:

"I know you are busy so I won't take up your time. I'm xx with xxx and I'd like to send you a (press kit/promotional kit/whatever-you-call-your-materials) so that you can consider me for entertaining at future events. Could you please confirm the address that I should mail the materials to?"

Anyone who actually tried to engage me further than this on the phone usually got shut down...event planners are insanely busy people who are *always* on a deadline. They might ask you a ton of questions, they might not. Be prepared for both. If you go in assuming they are insanely busy and simply asking for an address to send them something so that they can get to it later on their own time, they will be appreciative.

On that vein, be prepared for them to give you an email address...event professionals tend to be media savvy...email saves my life all the time. So they may prefer an electronic version of your kit. Whatever you do, don't send them a link to your website and say "check it out there". Actually send them the materials directly to their inbox. Giving them an extra step to do will be an irritation and they probably won't check you out...and they will appreciate that you are being helpful. Also, ask them if their server has limitations...its it better to send things as pdf files? as jpegs? That will help prevent it getting kicked back.

The cover letter for the kit should be short and sweet as well. This is the basic language for mine. I of course tweak it based on the conversation that I had with the person:

"Dear XXX:

(Enclosed/Attached) you will find a complete press kit and demo dvd for XXX for your perusal.

I will call you to ensure that you received this package in a few days. Please don't hesitate to call me at xxx-xxx-xxxx or email me at xxx@xxx.com with any questions.

Thank you for your time and consideration.

Sincerely,
XXX"

You might want to give a follow up call after you send the materials just to make sure that they received it. But again, keep it short and sweet. "Just wanted to make sure that you got my stuff. I hope you consider me for entertainment next time you have an event. If you have any questions ever let me know". And then leave it there. Dont' bug them unless you have a reason to bug them. If something changes about your materials, send them an update with a nice note explaining why you are sending a new package, but don't necessarily call.

Bands/Entertainers who left me alone unless they had something tangible to tell me and weren't overly aggressive got a lot farther with me than the ones who tried to work me. I regularly hung up on one particular guy...and then proceeded to tell all the other planners that I knew that he was high maintenance and irritating. He never got work from any of us. Remember that planners tend to run in packs...they have a support system just like BDers! So if someone ticked me off/irritated me/pleased me/whatever, odds were that I was gonna blab it to the other planners that I knew.

One exception to the 'don't call them, they'll call you' rule: if they have an event coming up that you know of that you think you would be perfect for. In that case, a call to remind them you exist is kosher. Same rule applies...keep it short. Offering to send them a detailed quote tailored to the event wouldn't be a bad idea. Would give them ideas and help envision where to plug you in...especially if its not ME themed.

The best thing to do to keep you in their mind is to occasionally send them some kind of update...just make sure that it isn't too often. And don't add them to your email list unless they very specifically request it.

So, my best advice is:

Keep it short and sweet...they will appreciate you not taking much of their time as time is more precious than gold in their world

Be extremely professional...it will stick out in their mind against the stoner hippy rock band types that are always trying to get hired. I'd rather work with a pro any day of the week than someone I have to worry about flaking or showing up high/drunk/otherwise impaired.

Try to keep yourself in their mind without being remotely pushy...pushy is the kiss of death. Quickest way to get your stuff into the cylindrical file (what we called the trash can).

Have a good press kit...find a good happy medium with stuff in it. They don't need to know every workshop you ever attended. But they do want to know where you have performed...especially if you were featured in the local media (which makes you a local celebrity). Knowing that you have 4 cats and enjoy knitting isn't necessary either...make sure your bio is at least mostly professional. I've seen some doozies on that topics LMAO

I could wax poetic for hours on this topic, so I'll cut myself off here. ..g.:

I get most of my gigs through my website, handing out my biz card, and from people doing google searches. So, I just did a google search for "bellydancer Chicago", and you came up first!

Thanks safiradokos! I'm sure I'm not the only one who will find the info handy.

Originally Posted by Viv

Thanks safiradokos! I'm sure I'm not the only one who will find the info handy.

Anytime! As much handy info as I glean from lurking in these forums and support I get from fellow bhuzzers when I do jump in with a dilemma or question, the least I can do is contribute where I've got a bit of knowledge.

..g.: