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Four Ways to Increase Business with Public Relations [International Musician](International Musician Via Acquire Media NewsEdge) You are a business. The music and entertainment industry is a very cool business, but it is business, nonetheless. You need to be mindful of this when promoting yourself and your band. The best part about public relations is that it costs fractions of an equivalent ad campaign. When done right, it can provide even greater returns. Fans and sales are the backbone of your businesses; if you don't have one, you don't have the other. So let's take a look at how you can continue to grow your business and your sales for relatively little cost. Build Your E-mail List Provide your fans the opportunity to sign up for a monthly newsletter. At minimum, the sign-up should appear on the front page of your website (though I like to see it on every page) and at the merchandise table of every performance. To entice them, offer a discount on their current or next purchase, or provide a monthly drawing only for those who sign up. Some great examples of giveaways could be advanced copies of upcoming releases, autographed copies of releases, or exclusive releases. With all the media coverage surrounding social media these days, it may seem that e-mail newsletters are obsolete. But here's the thing: if you are selling product (CDs) or providing a service (entertainment), your social media efforts are running on empty without a newsletter campaign. Time and time again, when we create and distribute a newsletter for our clients, there is a profound increase in sales, inquiries, and social media followers. People still look at everything in their inbox. In a worse case scenario, they just read the subject line. This is still way ahead of what happens with social media feeds. In fact, one recent study shows the average Facebook metrics equate to a 1% click-through rate and a 2% conversion rate. Meanwhile, industry averages show e-mail marketing with an 11% click-through rate and a 4% conversion rate. However, our clients' numbers are significantly higher. We have clients whose e-mail campaigns have consistent open rates of more than 50%. You can achieve similar results as well. Use Your E-mail List I have signed up to receive a good number of newsletters over the years, but in actuality, I receive very few. If your fans are willing to provide you with their personal contact information, the least you can do is communicate with them on a regular basis. Your cheapest and easiest opportunity to sell and to grow your fan base is to approach fans that already exist. Use your newsletter to communicate about new releases, performances, and band members. Give your fans an opportunity to engage with you. You'll be surprised how many fans are willing to help when given the chance. With proper content, subject lines, and the right frequency, your permission-based newsletter is probably the most powerful sales tool for promoting your band. These individuals have told you they are interested. They've told you they want more. Give it to them. The Hallmark Campaign Every month of the year gives you a unique opportunity to reach out personally to each of your fans and wish them a "Happy Something!" I used to do this with actual greeting cards-hence the name. Nowadays, e-mail is less expensive and far more efficient. The goodwill provided by the simple act of taking time out of your day to wish another individual well is immeasurable and provides you the opportunity to stay in front of your fans. Media Relations Media are not just media. In fact, there are three types of media. The better you understand the difference between the three, the better you can allocate your time and money to promote your band. Paid media are typically the first kind of media we think of-the advertisement. This media coverage is paid. The problem is it costs a lot of money; it's difficult to track any results and it continues to generate diminishing returns. Studies show that only 15% of people claim advertisements influence their purchasing decisions-15%, that's it! I'm not saying quit spending money. It still needs to be done. What I am saying is that how you allocate money to promote your business probably needs to be re-evaluated. Owned media are things such as your website, social media accounts, and promotional material. Here you have complete control as to how your band is represented and can deliver that message directly to your customers. The advantage is that you engage directly with fans, building your reputation, credibility, and relationship with those around you. You've been hearing it over and over, everywhere you go, and it's true: if you want to continue growing as a business, you will need to maintain a presence in the world of social media. What will make a difference is the way you manage your presence. Remember, your goal is to engage. It's not about closing sales and issuing as many friend requests as possible. Here, quality is far more important than quantity. Use your social media platform to establish two-way communication with fans. Earned media will give you the greatest return on your money. It doesn't cost much, if anything at all. There is no greater opinion of you and your band than what others have to say about you. Whether it is a raving fan on Facebook or a stellar review of your latest performance in a news story, the value of third-party validation is huge. In fact, the value of such media coverage is estimated to be 2.5 times the value of an equivalent advertisement. That's impressive. To put it in numbers, let's say you received a full-page concert review in your favorite magazine. If you were to purchase a full-page advertisement in the same magazine, you would pay $5,000. But you didn't! That review is worth 2.5 times that of an equivalent advertisement. In this case, $12,500, and you didn't hand over any money. When talking dollars and cents, those returns are unheard of. When talking about how others will now be influenced and inclined toward your band? That is priceless. Every artist or band is in a community with at least one printed newspaper, one broadcasting network, some kind of online presence, and a radio station. Each of these seeks newsworthy information on a regular basis. Learn to write press releases and contact local media outlets to find out who you can talk with about upcoming news and events regarding your band. The above tasks are easy. They are also easily ignored. Stay focused and diligent on these simple tasks and you will build a foundation on which your business can grow. by Joshua Paul Vittek, Principal of public relations firm Joshua Paul Vittek Associates (c) 2011 American Federation of Musicians |