Originally posted by zuki:
Shim,
You have to do the following:
1. Make persistent phone calls to MANY prospects until someone books you sight unseen - then you'll at least have a reference
2. Get a demo on YouTube or do a DVD
3. Get a promo pic (I got 100 nice envelope sized for $100 from Picture People)
4. Perhaps do a freebie for someone (last resort)
5. Write an introductory letter and mail out to prospects
6. Write a thank you letter to those who "will keep you in mind" - they will NEVER book you if you don't keep on top of them
I started from stratch in 2/07 and did it that way. It takes a while but you will finally get in if you have the goods.
Even now, I never leave my guard down. I follow these steps continually, as there are no guarantees and these so-called Activity Directors change like the wind
If you want to make a living, you'll need about 150+ prospects or you'll starve
Good luckI'm in Jim's general area and frankly, I've never used any of those techniques. I've been going at it for over 14 years full time and averaged close to 400 jobs a year. Jim works more than I do, but I turn a ton of stuff away. Jim is a terrific booker but there's other ways to skin a cat.
My point is there is no set pattern do this, this, this and that and bang, you're in. I've had dozens of conversations with Activity Directors who literally throw press kits away...They'll be polite if the performer calls, but they have been burnt too many times by a slickly produced press kit, CD, photo, etc. They book the act based on that and then can't believe how lame it turned out more often than not.
My approach was to walk in...ask to speak to the AD and then describe my service in 30 seconds or less. I gave her my biz card and offered to play a few tunes right here, right now...85% of the time the AD would grab a few residents, walk me to a piano and turn me lose...20 seconds of small talk and I've figured out what somebody's favorite song is...I then play/sing it and so on. From about 5 minutes with me she knows for sure I'm good with the residents, I can actually do what I claim and that the residents like me. No press kit, no video, no cd, zip...
I have a Bachelor's of Science in Business Administration with a major in Marketing. I also had 20+ years of mgt. experience with General Mills before I started this. IMO, it was all about setting myself apart from everyone else. Walking in, on their turf and offering to put my skills on the line right now went a long way toward opening hundreds of doors and contacts for me. I didn't have to hope my press kit was better than someone else's. I didn't have to worry about someone lying to me about paying attention to it.
My approach was 100% success IF I got to sit down at a piano.
Shim, only you can really create the most effective mktg. approach that suits you. Its about product differentiation, in the long run. Nursing homes already have plenty of entertainers. Sell your self and your skillset in a way that sets you apart from the guys already getting the jobs if you can...
If the steps Zuki outlined feel best, then follow them to a T because Jim is a monster booker...If you're worried your stuff may not stand out or that you're better selling yourself in a different way, then go that direction.
The marketing campaign...which is what we're talking about...has to fit the product.
You're the product...think on it...
Any questions-holler. We'd love to help you out...
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Bill in Dayton
[This message has been edited by Bill in Dayton (edited 07-28-2009).]