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The Magic Cafe Forum Index » » Tricky business » » A marketing question (0 Likes) Printer Friendly Version

Brent Allan
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Elite user
Chicago
415 Posts

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OK, I have studied marketing, I have done some marketing, but now I am trying to break into a new market.

I am looking ot get into the corporate entertainment market. Not necessarily trade shows, but corporate events, banquets, holiday parties, things of that nature.

Now here is the question. How do you find the decision maker and get your message in front of him?

Back when I had a regular restaurant gig, I had a "Birthday Club" where parents could sign their kids up, and the kids would get a free magic trick from me at their birthday. This gave me a mailing list of kids interested in magic and exactly when their birthdays were. It worked very well.

However, it is not quite easy to get people at an office to sign up for something, especially because often the job of organizing these events rotates among different staff members.

So, what is an effective way? I look forward to reading different thoughts on this.
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Neale Bacon
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Inner circle
Burnaby BC Canada
1775 Posts

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Try attending trade shows just to gather business cards, or consider finding a lead swapping club or sales group.

If you are cold calling, ask for the person who handles social planning (if you want parties) or public relations for community events.

Hope that helps.
Neale Bacon and his Crazy Critters
Burnaby BC
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TheDean
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Inner circle
Reno, Nevada
2164 Posts

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Quote:
BRENT - "I am looking to get into the corporate entertainment market. Not necessarily trade shows, but corporate events, banquets, holiday parties, things of that nature."


Brent, the industrial entertainment field is a GREAT field to be in, and keep THIS in mind, no matter how you end-up earning their trust and interest: Provide them with SOLUTIONS that THEY want, need and desire. (Again, from THEIR perspective) and you will always be able to find work!

Quote:
BRENT - "Now here is the question. How do you find the decision maker and get your message in front of him?"


Brent, you already KNOW the answer, you just don't "think" you do. The honest to goodness truth is so simple you may have a tendency to fluff it off as nonsense or way too simple to be truly effective. Don't be fooled my friend, often times the simplest answer IS the right one!

Whether you get your leads from personal referrals or from an anonymous source (like a list vendor), the strategy is not only super-simple, it's the same in both cases.

Simply put, you CALL and ASK!

When you call to simply "ask", you are NOT calling to attempt a "sale" of any kind! You are simply going to ASK for the appropriate person to forward your information to... THAT'S all! (at first!)

It might go something like this:
"hello, XYZ, Inc? Yes, my name is Brent Allan and maybe you can help me out for a second.

I have important information and a FREE Gift for you and who ever is in charge of making all the decisions regarding special programs and events. I just need to make sure it gets to the RIGHT person. Can you help?"

Easy, no?

Just get the correct information, say as little as possible, and of course say THANKS for the help and hang up! That's it!

Then you either: (depending on your style of communication.)
- a) Callback the next day or a few days later (when ever!) and ask to speak directly to the person who is in charge. (Based on the information you just got previously.) Ask if they would be willing to receive your FREE, no obligation information and "Event Saving Booklet" (Free report-style "information of value" that you include with your packet and a THANK-YOU for accepting your information.)

See how in this example, you are beginning the rapport process and getting 100% permission. - (remember, you really only want to work for people and companies who want to work with you anyway...) And then based on the call, send the information that is appropriate. (Basic, advanced or specific.)

or...

- b) Send-off your lead generation note "specifically" addressed to the 100% CORRECT decision maker and follow the basic sequence of follow-up.

In either example your are gaining maximum return on your investment by making SURE the right person is getting your stuff, right? It would be a huge waste of time, talent and money only for your info to be lost or tossed because you didn't take a few moments to find-out WHO would most benefit from your information and then PERSONALIZE IT!

No one likes to get information addressed to "resident, box holder, or person in charge". All it takes is a short phone call and NOW you have a real NAME to make sure your stuff gets to the right person who can most appropriately help you and you can then more appropriately help THEM.

Make sense?

::::::::::::::::
KISS!
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::::::::::::::::


Quote:
BRENT - "Back when I had a regular restaurant gig, I had a "Birthday Club" where parents could sign their kids up, and the kids would get a free magic trick from me at their birthday. This gave me a mailing list of kids interested in magic and exactly when their birthdays were. It worked very well.

However, it is not quite easy to get people at an office to sign up for something, especially because often the job of organizing these events rotates among different staff members.

So, what is an effective way?"


YES you CAN!

It is EASY to get professional and executives to respond for some sort of value.

All you have to do is find-out WHAT they WILL respond to... easy!

I use a broad range of inducements, enticements and free gifts to gain their interest and response.

- Gifts
- Information
- Resources
...whatever.

What YOU use is up to you, and will ultimately be determined by what it is "worth" to acquire their interest and trust so that they will ultimately listen to you and your message. Only YOU know what THAT is worth for YOU.

Some of my business friends I spend hundreds and thousands of dollars to earn their trust and long-term business! Others, a few bucks to several hundred depending on how I perceive the "relationship potential" and the lifetime value of my new business relationship (aka: Client)

Hope that helps get the cogs-a-turnin'

I am at your service and in His service,
Deano
<><
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…"

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magic4u02
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Eternal Order
Philadelphia, PA
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Dean has some wonderful information posted here and I would like to thank him for sharing it with him.

I agree that the simplest solution for getting the contact people, is to simply call and ask. Dean is right that if you word it correctly, and ask, you are not selling them anything and you are not soliciting at all.

What I do is to call them up on the phone and simply ask them that you are a magician and was wondering if they could simply tell you the person in charge of social functions for their events. You would like to send them your promotional kit for possible consideration in the future.

Usually this is so simple, so direct, that they never have a problem with it. In most cases, they are pleased to give you the information as you are making their job a lot easier. It really is that simple.

Then what I do is start to file all the contact information into a databse or a binder. This is your place to put in any and all information regarding that contact as well as what you sent out to them and the dates you sent the information. Keeping detailed database or filing system is crucial for keeping your information organized and in a systemn that you can use.

Then what I do is wait a month or so and send them a follow up letter telling them that you hope they have received your kit and had time to look it over. You state that you would like to help them out in any way possible and would answer any questions that they have. This is a great way to keep your name fresh in their minds.

I hope this information has been helpful. As always I can be reached for immediate comment by e-mailing me at magic4u02@aol.com. Hope this helps.
Kyle Peron

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King Of Pop
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Estonia
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Ease off. It's easier than you think.
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magic4u02
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Eternal Order
Philadelphia, PA
15111 Posts

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It is easy for some and difficult for others. It really is a manner of learning about marketing methods and simplying trying them out. Not being afraid to see what works for you and what does not.
Kyle Peron

http://www.kylekellymagic.com

Entertainers Product Site

http://kpmagicproducts.com

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Almost-A-Magician
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Regular user
New England
160 Posts

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For corporate & association events, look into a local chapter of MPI (Meeting Planners International) They meet monthly and consist of corporate meeting planners, trainers, Association meeting planners, 3rd party professional event planners, hotel convention & meeting managers, airline reps, limo reps, basically all walks of the meeting & event industry.

http://www.mpiweb.org/

They would welcome a performance from a magician to kick off one of the meetings which is usually hosted at a local hotel. Great exposure and great networking to reach decision makers directly in person.




Smile
Dan Estep
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Rick Daniels Magic Zone
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This forum is GREAT! Thanks for the valuable info.
Natural Mystic
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Atlanta, GA
500 Posts

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Hi Almost-A-Magician,

Thanks for Meeting Planners International link!

Everyone when you go there, make sure you listen to the awesome speech-2003 World Education Congress Opening General Session Keynote by Dr. Bertice Berry.

AWESOME!

Here's the blurb:

You asked for it, you got it! Check out the webcast of Dr. Bertice Berry’s keynote that brought 3,000 to their feet for a four-minute ovation at the 2003 WEC Opening General Session! Dr. Berry’s powerfully entertaining and moving message examines the kind of impact we all can have on the world.

http://www.mpiweb.org/education/wec/ogskeynote.asp
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JesterMan
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Maryland, USA
319 Posts

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I have gotten involved with a networking group (professional sales folks getting together to share info) in my area. I have gotten a fair amount of work thanks to my involvement. The nice thing is, many times, if you are in a well-run meeting, the folks around the table will give you the info you need for the businesses in your area, including the contact person that they already have established a trusting relationship with. So, when you are invited in, you already have a bit of credibility, based on their prior relationship, and the referring person's endorsement of you. And, make sure you thank these referral sources regardless of the outcome!

(As has been stated above) You can also check out where and when the Chamber of Commerce in your area has their mixers. The mixers are an ideal location for showing your stuff, and handing out cards. I go to many of them, and almost never see another entertainer. The bookings I've made tell me all I need to know.
JM Smile Smile

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