Daryl Cobb's PRESENTER'S SERVICES

Block #14: Marketing

Marketing

Marketing school visits is a challenge! I am all about transparency and being honest, so I will not lie to you, it's not just hard, it's really hard.

Why is it so hard?

E-mails end up in spam blockers
Fliers end up in garbage cans
Parent Associations change positions every 2 years
School Staff leave jobs regularly
Effective contact lists need to be updated yearly, and it's hard to do.
There is no way to clarify in mass numbers who at a school is in charge of bringing in programming
Programming coordinators can change hands often
No one takes phone calls
Conferences include all kinds of competition
Conferences can be expensive to attend
PTA Conferences: members always seem to be looking for fundraising opportunities and not for programming
Schools receive hundreds and hundreds of the same marketing materials from a wide variety of arts in education providers yearly
The marketing materials don't end up in the right hands
Standing out in a sea of providers is hard to achieve
Bad past experiences with other presenters
Lack of repeat business

I don't want to make sweeping statements, but for the most part this is not a buy and repeat business, no matter how good you are. That doesn't mean that there isn't opportunity for repeat customers, because there is, but it usually comes into play if you offer workshops, and if you get a school that singles out one or two grades.

If you are someone like me who does a whole school in a days' time, then repeat business can take years to reoccur, if ever. And booking lots and lots of new schools each and every year is hard to do.

Now I've made it sound impossible, right?

I said it was hard, not impossible. But understanding what you are up against is very important. Because it's the key to understanding that you need to create programs that stand out, that are special in their own unique way.

The only way to create interest is to give them something that piques their curiosity, and market it in a way that grabs their attention. Otherwise, you are just one of the many.

Program Offerings

To many program offerings makes for a greater marketing challenge. As it gives the coordinator's more to think about, more information to sift through, and requires more of their time. Time they may not have or want to invest, if they are shopping.

I am living proof that you can make a living doing this, and that you don't have to offer more than 2 fantastic programs to do it. One for the younger kids (K-2), and one special presentation that you can format once and then change just a little when the grades attending calls for it.

Plus, less, makes it easier for you to market. You can focus on your abilities and what makes those programs special.

Words are not our friends!

I don't know if you've notice this or not, but if the words don't appear in a book, people more often than not skim, they don't fully read. They want the highlights, and not the back story. So, the more words you give them to sort through, the better chance you have to lose their attention.

We are all in the same boat.

I don't know if you all realize this or not, but for those of us who have achieved success in this area, there is no magic behind it.

We have the same challenges as everyone else.

We have the same marketing options in front of us.

E-mailing
Fliers
Specialty Mail Promotions
Cold Calling
Advertising Online
Advertising through professional periodicals
Conferences
Book Festivals
Social Media
Use a page of your book to promote yourself

Those that are successful at this year after year, are able to do this because they have created programming, performances and moments for students that are rich in education and actively involves the audience. The content of the show is presented in a unique manner, the show moves with pace, it's entertaining, and fun.

Your programs should be the foundation, that your marketing campaigns are built off of. So, the programming must create excitement in the moment and long after you leave.

Books and Awards

Keep this in mind when marketing, there are very few authors that have reached a status where they will be chosen based on the number of books they've sold at bookstores or on Amazon. Best Sellers beware! Coordinators for the most part don't care who an author has been published by, or the number of reviews the books have gotten, or the number of awards they've received for those books.

Marketing school programs based on your book's successes does not move the needle. As impressive as that might be, that success has nothing to do with your ability to create meaningful educational programs for school aged children. Or in their eyes the ability to present it successfully.

There are plenty of authors with popular books who do school visits, who are terrible at it, and it hasn't gone unnoticed.

Your presentations have to stand up all by themselves, as that is what the event coordinators are buying. Our books have given coordinators a reason to look at us, and what we do, and that's it.

From the moment coordinators receive your promotional material, the sale becomes about the programs, and what you bring to the stage. At this point you have to prove to them that there is value in what you are selling. If you can figure out how to create value in your programs and understand what that value is, you will also be able to market yourself successfully.

Here is my advice to you.

Create 2 programs that cover grades K-5.
1 program for grades K-2.
1 program for grades 3 and up, where the structure can remain similar, but has alternative age-related material based on audience attending.
Make sure the programs fill a popular educational need.
See Building Blocks Part #7 on program development.
Practice, Practice, and Practice.
Video your live programs when possible.
Create a website that transcends words.
Chose photos over words, performance clips over photo.
Performance video clips sell your skills as a performer.
Toss out the dialogue! Video montages are usually a beefed-up sales pitch. Let your performances sell the show.
Create a website that answers all possible questions
Create a website that removes all doubts and fears!
Make your website, the closer!
Marketing materials will drive traffic to your website for clarity.
A website that clearly focuses on what is being sold and understands all the buyer's needs will help in your success.
In this business buyers are often cautious and reluctant shoppers. If you can create a website that sooths their fears, that website will likely help an author find more success.
Your website should be their first stop, and you want it to be their last.

The safest way for coordinators to buy a live program would be for them to see it done live and in person. So, with that in mind, give them the next best thing, performance video clips. Give them a taste of what you do best, but not so much that they could use it instead of hiring you. Great clips will move the needle in your direction and give buyers confidence to make you, their choice.