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SoCalPro
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So, my wife is graduating with a degree in marketing on Friday. Today, she tells me (among other new concepts)I need to modify my Family magazine add. I seem to get lot's o' "Lookie loos" but most are just looking to book on price alone.

Here is it:

http://i70.photobucket.com/albums/i97/Ma......F-Ad.jpg

This has been the way it's looked for about 3 years now. I didn't design it (the account exec at the publication did) but just accepted it the way it was made. Do you guys and gals have any idea on what I can do to spruce it up? I would appreciate any advice from anyone on the semi to profession level.

Thanks a bunch!! Smile

JIM
kenscott
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Jim

a couple things that I saw is one, if the ad is for a family ad books then it does not look family enough. Love your picture but again not family or kid friendly enough. your ad says comedy magic but the ad or picture does not look funny or feel funny.

If you are trying to sell to families in the ad NO need to have clubs or corp functions mentioned.

Now I don't know this answer but being a memeber of the castle, is that a big deal to people in CA area?? I have told people that I perform at the magic castle in Hollywood and people think it is Disney but again I am in Atlanta.

So I hope this helps.
Best
Ken
Christopher Starr
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Heart of America
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I was in the process of posting the same thing when Ken beat me to it. I agree completely with his comments. Here is a sample ad that I use, placed in a family style publication. While it is simple, it seems to convey the right type of theme and emotion to the moms that see it.

Good luck with your new ad!

Chris

Click here to view attached image.
Donald Dunphy
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Your most important reasons for calling you / considering you / hiring you are practically buried:

- Professional
- Reliable
- Affordable

Pull them out into the open more, and maybe in a larger point size (perhaps to replace that list of types of shows). Think of more features and benefits to put out in the open.

Also, you don't have to tell how many years you've been performing within the ad. Why not try the phrase "Experienced" instead? That is a word I used to use, and conveys the same message more concisely.

Also, I'd like to toss in this food for thought. When I used to use the word "Affordable" in my advertising, that resulted in more people who were price shopping. Same for the phrase "Reasonably Priced." Those are very subjective terms, and you will find some people challenge you on it. You might want to drop that word. People will still call, but have less expectations before they call.

- Donald

P.S. One more tip. Put the word "Call" in front or above your phone number. That makes it a call to action, and could increase response. Tell them what you want them to do -- don't assume they know what to do.
Donald Dunphy is a Victoria Magician, British Columbia, Canada.
SoCalPro
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Great info from all, let me address everyone :

KEN:
My picture? That's funny, I've had many people tell me I was funny....looking!! *jk* Smile I totally agree with you. I need to either take new shots or rummage through the ootles(?) of pictures on my hard drive.


As far as not having clubs or corp functions mentioned, although I am advertising in a "family" magazine, I don't want to just get calls for kid shows. I don't want to limit myself. I've actually gotten quite a few calls (from that publication) for other types of non family shows. I feel that if I don't add the above mentioned text, I am limiting myself.

Magic Castle mention: When I first started out, I was told by my mentor that adding that to my advertisements would give me a better chance of getting the gig, kinda gives me the edge over the competition. Made sense at the time. If you disagree, let me know, I've been actually thinking about dropping the membership anyway. I am lucky if I am able to visit the Castle 4 times a year and I live 45 minutes away. Also, almost everyone in California has heard of The Magic Castle. many times I have been asked.. "hey... have you ever been to that magic house in LA?". Smile



Christopher:

I like your add but again, if I posted an add like that, I would be limiting myself to who would call me.


Donald:
I have no rebuttal here. I actually agree with everything you said. Great points indeed. Smile

Thank you all for the great advice.

Anything else??

JIM
Christian & Katalina
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Jim,

At the risk of repeating some of what Ken, Chris, and Donald have already stated. (good stuff) I will put all my thoughts together.

The advertisement does look professionally done. Always a plus. However, look at the ad without the words. Then ask, what does it say? If I look at yours it does not feel birthday party show nor does it almost feels more corporate except for the bunny. So on look alone, although well done, it does not convey a particular feel.

OK, so now I read the copy. The words comedy magic hit me right off. But . . . I don’t see anything funny. The next thing you do is list all of the occasions you work. Birthday parties for kids and corporate functions. Those two do not mix in the mind of a person looking for either. A common marketing mistake is to try to be everything to everybody. Decide what market you want this advertisement to attack and then design the look, feel, and copy that will make you look like the market leader.

Agreeing with Ken, I am not sure that working at the magic castle has a great deal of impact. Perhaps where you are located, it does. But I would ask the clients who booked you if that bit of information had any impact on them. That way you know directly if your copy is working.

Agreeing with Donald, affordable translates to cheap. It immediately creates a bidding war. Find a reason why they would want you more than some affordable, cheap guy. Make that (what ever it is) your marketing strength.

Your website is loaded with information that would make someone what to hire you. Yet, it is mentioned in your ad as almost a after thought. Drive people to your website. A call to action such as:

Go to JimHynd.com and find out why people use Jim time and time again.
Or
Go to JimHynd.com and find out the secrets behind hiring the right magician for your event.
Or
Go to JimHynd.com read the top 7 things you should ask the magician you hire.

Now I have a real reason to go to your website.

Your current advertisement does not focus on a specific market and so it becomes unclear as to what your real strength is. The look does not support Comedy, it does not fully support Birthday party, and it does not fully support corporate. So the potential client is confused as to what your abilities are.

Just my thoughts
Christian & Katalina
Milbourne Christopher Award for Mentalism 2011
The Annemann Award for Menatalism 2016
Author of "Protoplasm" Close-up Mentalism
Big Daddy Cool
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One of the things I have learned recently is that Not all markets are looking for the same thing. My theatrical marketing does not and will not atract coprorate buyers. So I would give you the advice that has been given to me. Create market specific and focused advertising. If this is a family magazine, focus only on family events - drop the clubs and corporate line.
Swing hard, swing often, and we'll catch ya on the Flip-Side!
John Pyka
www.johnpyka.com
kenscott
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Hey Jim

Again I think you are advertising in a family book so I am not sure you would get a ton of calls for corp from being in there. Why not have one heading "comedy magic" and that is it. When I advertise in my family book it is really for family shows and birthdays only. Once I do these types of shows then I get the corp. stuff once they meet me.

I think having on there a member of the magic castle and performes at the magic castle are two totally different phrases. I think having you worked there might have more impact than just meaning a memeber.

I agree also the ad needs to drive them to call you and/or go to your web site.

Ken
TheDean
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FIRST you must figure out what ONE THING you want your ad to do. Lead generation, respond to an offer, take action, sell… what? (They are NOT the same.) For me, it would be point them to take action / respond to the next step in the influence process. (A free gift at your web site, and Free recorded message, Free Info Pack, Free Consultation, and more info (being the weakest of the former)


Apply The 4 "M's":
- Right Message
- Right Market
- Right Medium
- Right Moment

The more of those you have, the better your result.

Too... the ONLY thing that the buyer wants is WHAT THEY WANT! Find out what that is and do your best to deliver that to them based on THEIR buying mostives.

Simple?

Yeah, but EFFECTIVE and True!

I ma t your service and in HIS Service,
Deano (Serving My Buyers) in Reno
<><
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
SoCalPro
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This thread should be pinned for all the great info on creating an effective add. Thanks guys. Keep it up. Smile

JIM
magicofCurtis
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Hey Jim,

Make yourself a star... A must have at their childs party.... If you sell YOU and then the price is not an issue, but if you are selling a magic act then you will be compared to other magicians

For example:

As seen at the magic castle the past 13 years
Over xxx birthday partie performed in southern Cal.
As seen on XXXX (tv show- news broadcast)
Performed for XXXX and XXXX (corporation or famous person)
Kids friendly adult approved!
See Jim weekly at XXXXX

Rabbits, magic wands, smiles and cool magic makes Jim a WANTED magician at any party...

xxxxxxxxxxxxxxx
Also, lean towards online ads verses print ads.
I find services like gigmasters, partypop, yellowpages, yellowbook, superpages are the best online resources... In the long run this will provide you more clients than print ads....

Make sure you are listed in many on-line and local listing resources as possible
Jimeuax
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Have one ad specifically for this market. When I see "affordable" ---I think "K-MAR----The Discount Magician"---LOL!------Also take a look at competitors ad's and see where they are going and see if you want to be like them or different. IMHO-----------good luck!-------------JIMEUAX
nucinud
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K-Mar the best magician in his price range.
"We are what we pretend to be" Kurt Vonnegut, jr.



Now U C It Now U Don't

Harry Mandel

www.mandelmagic.com
magicofCurtis
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Big daddy wrote - "If this is a family magazine, focus only on family events - drop the clubs and corporate line."

True, but keep in mind corporate events and clubs book family entertainers....
I would just say "for your next event."
or
even leave it completly out... Smile
SoCalPro
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Quote:
On 2007-10-17 18:36, Jimeuax wrote:
Have one ad specifically for this market. When I see "affordable" ---I think "K-MAR----The Discount Magician"---LOL!------Also take a look at competitors ad's and see where they are going and see if you want to be like them or different. IMHO-----------good luck!-------------JIMEUAX


Ok, so I am getting ready to actually revamp this ad.

JIM: I am currently the only "magician" in the magazine. There are quite a few agencies that offer magicians but I am the sole magician. When I first got in this magazine, another guy saw my add and thought he'd try to compete. He did everything he could including making his ad BIGGER. Unfortunately his show was less than desirable and he is no lobger in the magazine.
TheDean
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Just remember what you are selling brother... FROM THE BUYERS POINT OF VIEW! This is no time to think like a 'magician'. You already have that part down, right? Think like a SERVICE based professional, looking out for the best interest of his buyers! Give them what THEY want! - Right?
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
mikedobias
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For a family magazine (i.e. you're talking birthday parties/kid shows), this ad looks too corporate. A parent might even think you're out of their price range because you do "corporate functions". Instead of my picture in my family magazine ad, I use a picture of a cute, smiling birthday child (my niece) holding my rabbit. You have the rabbit, but having the kid holding the rabbit lets them imagine their child being in the picture. To be honest, they could care less what you look like. so unless your act includes you looking very bizarre or something, I would use soemthing else. You could also use a picture of smiling, laughing children enjoying your show (make sure you get their faces--faces draw people in more). Sell to the emotion of what the client who is reading the advertising vehicle is looking for.
SpellbinderEntertainment
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This is a true story
which just might illustrate some points about ads…
---------------------------------------------------------

I don’t do much anymore in the birthday biz,
but I was getting freaked out by the one-up-mans-ship
of the locals who did, and who put ads in the local Family Magazine.

First Guy’s Ad: “Free Gift to Birthday Child”

Next Guy’s Ad: “Free Gift to Birthday Child”
AND I bring a rabbit

Next Guy’s Ad: “Free Gift to Birthday Child”
AND I bring a rabbit,
AND I use a dove!

Next Guy’s Ad: “Free Gift to Birthday Child”
AND I bring a rabbit,
AND I use a dove!
AND You can pet the rabbit!
AND I levitate the Birthday Child,

Next Guy’s Ad: “Free Gift to Birthday Child”
AND I bring a rabbit,
AND I use a dove!
AND You can pet the rabbit!
AND I levitate the Birthday Child,
AND I do balloon animals for each child!

Next Guy’s Ad: “Free Gift to Birthday Child”
AND I bring a rabbit,
AND I use a dove!
AND You can pet the rabbit!
AND I levitate the Birthday Child,
AND I do balloon animals for each child!
AND I offer the best rates in town!

After a year of seeing this every month
in glowing star-studded color,
on page after page of the Family Magazine…
I placed my own ad:

---------------------------------------------------
NO Bunnies - NO Birds - NO Balloons
- Just Exceptional Conjuring -
for the parent who can afford the best
---------------------------------------------------

It was a simple black and white ad, no illustrations…
My phone rang off the hook all month,
I booked tons of birthday shows at twice the “local” rate.

It was just an experiment…
and I only ran that ad one month.
The regular advertisers were furious and speechless.

I think I had made my point.

My two-cents,
Walt
“Tales of Enchantment: The Art of Magic”
by Walt Anthony
www.LeapingLizardsMagic.com

"spinning tales and weaving enchantment"
TheDean
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Nice Walt...

Certainly a different market & impact. (Marketing to the affluent…) Good job!

ONE Question:
WHY would you 'quit' running the add if your phone was ringing off the hook? Inquiring minds want to know.
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
SpellbinderEntertainment
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Dear Dean,

My magic is literally too bizarre for children.
I really gave up performing at birthdays years and years ago,
my target market are corporate and upscale private events.

But this “experiment” was too good not to play with,
I wanted to make a point, not a fortune.

Unfortunately, one corporate booking pays about ten-times more
than even an expensive birthday party.

I’m just bothered with air-travel, rather than hoping a cab to the show <grin>.

So, that’s the answer,
Walt
“Tales of Enchantment: The Art of Magic”
by Walt Anthony
www.LeapingLizardsMagic.com

"spinning tales and weaving enchantment"
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