Four Simple Ways to Connect With Fans

Submitted by RisingStarArtists on May 5, 2011 - 10:53am

Four Simple Ways To Connect With Fans -- An Indie's Perspective
(Inspired by Brad Sugars & Entrepreneur magazine)

I think it's safe to say that finding customers is job number 1 for anyone with a product to sell. It bothers me just a tad that most business writers exclude the creative arts, so I'm stepping up to the plate to focus more on the independent creative entrepreneur vs. traditional retailers and service providers. Brad Sugars makes a lot of sense -- I'm on the same page when he states you have to "buy" your consumer ... consumers expect everything to be free, except for the value of their attention. It's a shift as big as the universe and will take another big bang to change this commerce paradigm.

It doesn't help that "freemium intellectuals" espouse that free is the new black when it comes to commerce. At the beginning, I believed they were on to something, but now I don't think that advocating creative works are less valuable than a whoopee cushion. The problem I see is that there is SO MUCH to buy. No one . . . and I mean no one, has deep enough pockets to purchase the sheer volume of product in the marketplace. Advertising on Facebook and websites helps to build traffic, but for creative artists, they don't convert to sales in the same way traditional retail and services do.

So what's the promise a musician, dancer, photographer, artist, writer or poet can give to a potential fan in an advertisement? Pleasure? That's not much of a promise these days. Meaningful personal growth? Inspiration? What's the tangible payout for buying your music or your art? Tough question, but I think I may have a couple of good ideas that may help you re-think your marketing and advertising strategy.

The Whoopee cushion has been around since Roman Times, emperors used them to add mischief to their grand parties. Music and art has been around much longer than that. The Whoopee Cushion was reinvented in the 1930's and manufacturers still make improvements in the packaging and the quality of the product. People buy these without much fanfare and hardly any advertising. A Whoopee Cushion represents fun (not to me, but to enough people to make it an industry). When was the last time the music industry re-invented or improved the delivery of music or art? It's up to you and me to make that happen. Industries follow trends, they don't set them. Entrepreneurs set trends. Don't try to follow the business model created by the music industry, create your own. Think about packaging and delivery. Think about the fact that despite a 30% drop in CD sales, CDs are still the biggest money maker for labels. Questions to ask yourself.

When was the last time you produced a sound recording or art project that hit it out of the park in terms of quality?
Did you buy into the myth that CDs don't sell, so you all you have is a digital product at average quality, regardless of the production?
Do you have a "good enough" set up at home? Keep in mind that a "good enough" set up at home is going to produce a "good enough" low-end product. The 99 cent store version.
Did you go the extra mile to make the project sizzle or did you say, "that's all the money I have, so I hope it sells. It's a great song that should sell itself." NEWS FLASH! Nothing sells itself . . . not even great songs or works of art.
Do you own an HDTV? If so, did it sell itself or did you check around and wait until the prices were budget friendly? Did you buy the HDTV because it was good enough, or were you looking for exceptional quality on your screen?
Do you invest in your music or arts career? Do you have a mobile app? Do you have a professional website? Are you schooled in Marketing and Advertising or just using your gut?
Here's the toughest question of all. Do you overvalue your music for licensing and placement purposes?

Here are my four simple ways to connect with fans:

Advertise as a group of artists -- form a chain or join an established indie outlet like Rising Star. People want choices so if all you have is one single or album, you won't gain much attention in the marketplace.
Pay close attention to the quality of your product. Don't skimp on production or delivery methods. Sell both CDs and digital products.
Get on mobile now before the market gets too crowded
Micro network through PATH or Instagram with a group of artists -- remember you need to re-create the vibe that old school indie record stores were masters at. Go small with your networking and get to know your followers intimately.

Four Simple Ways to Find Customers

For new business owners, finding customers is job No. 1.
Here's how to get the job done.
By Brad Sugars | May 5, 2011

What most people call getting new customers, I call "buying" new customers.

The reason? If you stop and think about the price you're paying to bring in added shoppers in terms of time or money, you can start to make better decisions about how and where to put those resources.

The practice is especially important for new business owners who tend to not only have more limited means, but also don't generally register a profit from a new customer until the fifth of sixth purchase. And without a stable of customers to tap for repeat purchases, being more careful about where you ply your limited resources can only serve you.

Here are four simple ways to "buy" new customers:

Advertising. The key to advertising successfully is to generate promising leads in exchange for the money you spend. To do so, it helps to offer a message that not only hits on your target customers, but also showcases the value you can offer them.

Take television, for example. In general, TV will be your most expensive option. But targeting based on programming instead of channels or networks -- that is, placing ads on "Cooking with Joe" versus a campaign on a cooking network -- offers a more specific outlet for your resources.

Radio also allows you to selectively target formats and programming. And even in large metro areas, you can often score inexpensive sponsorships of weather or traffic reports.

And though newspaper subscribership has dwindled in recent years, depending on your market, they're still a worthy option for attracting new customers. If your target market is, say, people aged 55 or older, you may want to consider community papers or niche publications as older consumers still rely on them for information.

But even older people are increasingly turning to the Web -- making it a definite jumping off point for any advertising strategy. To tap into this medium, your first step is to establish a Web presence if you don't have one already. Then, depending on your target customer -- consumers at large or other businesses -- pick your Web channel. LinkedIn, for instance, is a mainstay among businesses, CEOs and other owners and entrepreneurs, while Facebook remains wildly popular among consumers.
Networking and referrals. Landing referrals from networking or past business associations isn't just a cheap way to pick up new business. It's also a way to pick up customers with the highest retention rates. What's more, referral customers tend to purchase more over time and in turn become a source of additional referrals.

How do you find referrals? Beyond having a product or service that's in demand, you must have a clear idea of who your "perfect" or "ideal" customer is.

That way, you can communicate to others in your network what type of customer you're looking for. You can also focus your own products or services to meet the needs, wants or desires of that very specific profile.

Then, you need to ask for referrals from satisfied customers. Be sure to also find ways to continually thank your sources for their ongoing advocacy of your business.
Teaming up. Another way to leverage available resources is through what's known as a "host-beneficiary" arrangement. In this arrangement, another business with the same target customer will use their database to promote your business.

They might attach a gift voucher or other discount offer for your products at the end of one of a newsletter or mailing. Examples of this include: a high-end hair salon and a high-end car dealership or an attorney and an accountant.

To draw in another business, offer to pay for the business owner's mailing or email expenses, or offer the business owner commission on any sales.
Strategic Alliances. You might take that partnership a step further and form what's known in the industry as a "strategic alliance." While a host beneficiary relationship is generally a one-time or short-term commitment, strategic alliances can sometimes last for many years. For instance, a Web designer and an ad agency might send each other referrals for clients who need added services.

As long as there's continued value to the shared audience, strategic alliances produce streams of referral business, which is ultimately what will benefit you most over time.

Brad Sugars is the author of 14 business books including The Business Coach, Instant Cashflow, Successful Franchising and Billionaire in Training. He is the founder of ActionCOACH, a business coaching franchise based in Las Vegas, NV. Download the "5 Ways" iPhone app for more strategies and insights on implementing this powerful formula in your business.

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Four Simple Ways to Find Customers