Here at Gorilla we have been getting a lot of positive response from the videos we made designed to help local groups. So we decided to share more information through a weekly newsletter. In this first newsletter we will address the best ways to book your group.
We hope you enjoy this issue of the Gorilla Newsletter.
Author of “The 5 Steps to Becoming the Biggest Band in Town”
Vice President of Gorilla Music
One Show At A Time
By John Michalak
Most local groups don’t put any planning into booking shows; they just take every any show they can get. If you check out the average local group’s social networking sites you’ll see all their up-coming shows listed.
Usually three or more shows listed all within a one or two month period. There are two problems with this situation; first you should never give your local fans more than one option to see you at anytime, and second it take six to eight weeks to promote (network) a show properly.
If you do have more than one show in a six weeks span, you will split your draw between your shows. Half your crowd will come to one show the other half to the other show. How many times have you heard a fan say “I can’t come to see you this Friday, but I will be there next Saturday”?
If you have heard these words before then you just made a marketing mistake. A huge mistake, the biggest mistake a local group can make. The biggest reason people go to local shows is to have fun, if you divide your crowd in half then your shows will be half as fun as if all your fans were there.
You’re also creating too much supply, your friends, and fans can’t come out to see your group three times a month. What if your favorite group came to town and played the local arena in your town every night of the week, for six months? How many show could you really go to see, after paying for admission, parking, buying drinks and everything else?
Could you really go all that often? What about the fact that they would most likely performing the same show every night, would that get boring after a few shows. Most of the groups, I asked this question agree that they would only go to one or two shows.
So why do so many groups play out so often? Even though they keep getting the same results and their draw continues to dwindle. Ironically these groups keep playing out more and more until their draw is completely destroyed.
Here is what you need to do:
1. Finish up the any shows in which you have made a commitment.
This business is too small to burn any bridges and you have plenty of time to restructure your booking practices. So do your best to make all the shows you have on the books awesome, use them as building blocks for the future.
2. Only book one show every 6-8 weeks out.
Book one show at a time and space each show at least 6 week apart from the next show. Give your group the proper amount of time to get people out to each event and prevent your fan base from having too many opportunities to see your group which will decrease your groups demand in the market.
3. Announce one show at a time.
This is critical! You must only allow your fan base knowledge of one opportunity at a time to see your group. If you give them more than one opportunity at time they tend to choose one or the other, not both.
But if you only give them one show opportunity at a time, then the decision become yes I will come to see you or no I will not. This creates a completely different set of options and increases the likeliness that they will come to see your band.
4. Announce your next show at the right moment.
So when is the right time to announce your next local performance? The prefect time to announce your next show is at your first show. Make the announcement from the stage, from your merch booth, and at the door as people enter and again as they leave by giving them flyers or selling tickets to your next local performance.
This is so critical because you have all your fans in the same room at the same time all having a great time.
5. Make every show an event.
Events are the easiest shows to promote, that’s why record release parties, battle of the bands, and Birthday Party shows are so well attended. Anytime you can add another element to one of your shows it becomes easier to get people out to that show.
6. Make every show as fun as possible so your fans can’t wait for the next show.
Make every show the best it can be by putting on a great show, filling up the room with your fans, and by making stronger connections with you fans.
To learn more about growing your group check out our Artist Management Program
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