An Ounce Of Preparation – - The Entertainer’s Insurance Policy
Like most seasoned performers, I have learned to roll with the punches that the entertainment industry throws. Just when I thought I had seen it all, I received a reminder that, change is the only constant in this strange and wonderful business.
Recently, I was hired to perform stand-up comedy at a “retirement community” here in the Columbus, Ohio area. I usually arrive twenty to thirty minutes early so I can check out the room and set up my sound system. This also allows me the luxury of seeing audience members arrive for the show. In these smaller venues, I like to acknowledge each person’s arrival and get to know them a little.
The first surprise occurred upon my arrival, when I realized the venue was really more of a nursing home than a retirement center. That’s fine. Everyone deserves entertainment. Then, after welcoming several early arrivals to the show, and not getting a response, my point of contact explained that most of the residents were deaf. Fortunately, I was prepared. I don’t usually do this, but, I had brought along some comedy magic tricks and pencil balloons from my days as a clown. Somebody must be looking out for me because I had never brought these items to a stand-up comedy show before. Anyway, I ended up doing a “variety show” that included the comedy magic, some of the stand-up comedy (with the aid of an interpreter), and an assortment of balloon animals, flowers, etc. And a great time was had by all.
Why have I told you this story? Because it demonstrates that a little curiosity, followed by the right preparation, goes a long way in this business. Asking the right questions, when booking a performance, can help you know and address the needs of your audience (no two are alike), and enable them to thoroughly enjoy your show. The client will be pleased because they will get the most bang for their entertainment buck.
This performance was a wake-up call. I have gotten back to basics. When scheduling a performance, I now use a booking sheet that prompts me to ask certain questions (size and type of venue, size of audience. average age, energy level, any hearing or sight impairments of other issues that would impact their enjoyment of the show). Unless you work extremely clean at all times, you wouldn’t do your comedy club show, word for word, at a church or corporate gig. But, what if you arrive at a venue, expecting to perform your current stand-up material, and the place is surrounded by school buses? Asking the right questions, in advance, will keep you properly prepared and looking professional.
Read MoreA Picture Post Card Says A Thousand Words About Your Business
In my last post, I quoted a line from Dave Schwensen’s book “How To Be A Working Comic.” That line (and I hope you will always remember it) is, “It’s called Show Business, not Show Art”. What does this have to do with marketing? Whether you’re a stand-up comedian, a sketch comic, a ventriloquist, a comedy magician, or other performing artist, precious few people will ever pay you to perform unless you treat your art like a serious business. And that starts with promoting yourself.
During my last post, I also spoke of the importance of having and using business cards. Today, I will talk about another card that is of equal or even greater importance, the picture post card. While you can get them for as little as a nickel (less than three cents if you order 5,000 or more) each, these versatile,4 by 6 cards can help you acquire and maintain clients and earn thousands of dollars. They’re a great way to introduce your entertainment business to prospective clients. Then, a few days later, you can follow-up with a phone call to a prospect who already has your picture and a description of your entertainment services on his or her desk to refer to while speaking with you. Another way is to call first, then, send a post card to thank your prospect for taking time to speak with you.
Picture post cards are also an excellent way to announce your upcoming appearances/performances at various events and venues. You can even use them to invite agents and event planners to come and see you perform. Another use for post cards is to confirm dates and times of performances with clients. A quick note will put your client’s mind to rest and you will look like a true professional. Last, and certainly not least, utilize post cards as “thank you” notes after each performance or engagement.
Now, let’s address the appearance of your post card. The look should be professional, yet, reflect your personal style. I recommend a full photo on the front with text (advertising content and contact information) in contrasting color over the photo. The back should have a small photo in the upper left-hand corner with ad content and contact info strategically placed to leave room for the address and a brief message.
Simply put, picture post cards are a cheap, but effective way to communicate with prospects and clients and promote your business. Good luck in putting a new twist on the term “Going Postal” and growing your business.
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Business Cards – - A low cost, but effective marketing tool
I apologize that it’s been so long since my last post. Special thanks to Dave Schwensen, of the Cleveland Improv Comedy Club, for the opportunity to be a part of the showcase on January 25th. I really enjoyed performing and watching the other comedians.
This will be the first of several posts on the subject of marketing your entertainment services. As Dave says in his book, “How To be A Working Comic” It’s not called “Show Art” – - It’s called “Show Business”. You’re in the entertainment business – - and marketing is an important part of any business.
Today, I will address the importance of business cards. If you don’t have them, you’re missing out on many opportunities – When you tell people what you do (and you should be telling everyone), they will ask for if you have a card – - Not having a business card will cost you an opportunity and cause you to look unprofessional.
You can get 1,000 cards for a fraction of what you will make at one gig – - Never, ever go anywhere without them! – - And, don’t horde them – - They don’t belong to you. They belong to your business – - Give them to friends, relatives, co-workers (if you have a day job), strangers (in line at grocery store, restaurants, post office) – - At restaurants, leave them on the table with your tip or give them to the cashier when you pay for your meal (Or, do both). – - Every person you meet is a potential client – - Give each person two cards – - One to keep and one to give away – - The more cards you give away, the busier you will be – -
Set a goal to run (but order more before you do) out of business cards in two months or less – - What’s that I hear you say? – - Buying new business cards every couple of months can get expensive – - Think about this – - The more people out there with your business card, the more business you will get – - You can also purchase your business cards in bulk – - I just ordered 5,000 with my picture on both sides (so people don’t confuse my card with that of their accountant or their insurance agent) online from a company called “Gotprint” for $130.00 including shipping – - Sounds expensive, I hear you gasp – - Actually, it works out to just over 2-1/2 cents per card. Which would you prefer: A nice, full box of business cards or a calendar full of gigs? By the time you give out 5,000 business cards, your phone should be ringing on a regular basis. Good luck. And, good gigs.
Read MoreA Fourth Alternative to Comedy Club “Pay to Play” and “Bringer” Shows
Greetings, my fellow stand-up comedians, improvisation performers, comedy magicians and other persons of infinite jest. Wow! Where in the world have I been? My last post was eight days ago. The past week has been (Never say, “has been” to someone my age) an insanely busy one. More about that later. I do remember that our recent theme has been looking for alternatives to comedy club owners and managers who employ “pay to play” (i. e. five bucks to get on stage) and “bringer shows” (bring at least five friends for three to five minutes of stage time). The options I have offered so far include: (1) Performing at retirement centers and senior centers where you can get thirty to sixty minutes of stage time per gig (and, possibly, getting paid rather than paying to perform), Renting your own venues and putting on your own shows, and using atmosphere performing (also known as “table hopping” or “strolling entertainment”) as a means of getting paid to showcase your ability and availability to perform on stage.
Today, Let’s focus on the comedy clubs who do not charge a fee for stage time or expect you to pimp out five or six of your friends (So the club owner or manager doesn’t have to pay for advertising) in order to get a few minutes of stage time. In a recent email from Dave Schwensen, Author of several very helpful books including “How To Be A Working Comic” (I have a signed copy – More on that later), I learned of a very benevolent individual, named Slava Yaryshkin (I think he might be Irish – lol), who is trying to help us all get more stage time. Slava is endeavoring to list all open mics, both music and comedy, in the United States, on his web site at www.badslava.com. This free tool is a definite “must use” for any comedian, singer, or band seeking an audience to perform for. I have already found eleven “open mic” opportunities (and spoken to six people to confirm days and times), in Columbus, Ohio, that was not aware of. Thank you, Slava, for your willingness to share the results of your hard work. And, thank you, Dave for passing on this wonderful resource. Please note, this effort of Slava’s is a work in progress. You should check the site, www.badslava.com, at least weekly for updates in your area. By my count, we now have least four alternatives (and numerous options within each alternative)
to the “pay to play” and “bringer show” comedy clubs. So, if you’re not out there performing your comedy routines on a regular basis, whose fault is it?
Now, for the reason (One of them, anyway) I have been too busy to write a blog post since last Wednesday. I spent last Saturday attending a Stand-up Comedy Workshop (always keep learning) at the Improv Comedy Club in Cleveland, Ohio (A 140 mile drive from Columbus, but, well worth the trip). The instructor, Dave Schwensen, an author, comedian, speaker, and a long-time comedy club manager (Dave is the only person who has managed the Los Angeles Improv, the New York Improv, and now, the Cleveland Improv) is able to approach the business both the comic’s and the comedy booker’s points of view. For someone who has worked with many of the comedy greats of our generation (Jerry Seinfeld, Jay Leno, Ray Ramano, etc), Dave is very down to earth and approachable (He even signed my copy of “How To Be A Working Comic”).
Dave limits size of the twelve hour (Noon to 4:00 p.m. for three Saturdays) workshop to ten people, in order to provide the perfect mix of individual and collective instruction. My classmates include a magistrate, a truck driver, a college student, a former college activities director, a snow removal specialist, and a former stripper turned born-again Christian (The Lord really does work in mysterious ways).
Last Saturday, we were each paired with another group member for some onstage improvisation a la “Whose Line is it Anyway?” It was a lot of fun and a fantastic way for the beginners (not the grizzly, old dudes, such as yours truly) to ease into their first time on stage. Then we each had about ten minutes on stage to try out some of our original comedy material in front of Dave and the group. I don’t know why, but, I’m always more nervous with a small group than with a large crowd. But, once I got past the first couples of jokes, it was like shaking hands with an old friend. There is nothing, in the world, like making people laugh. I thoroughly enjoyed it.
The next two Saturdays will consist of more time, on stage, trying out material before a captive audience of Dave and the other comedians. Then, the Wednesday after the last Saturday (January 25th at 7:30 p.pm.), we’ll be performing our routines in front of a live audience (I wanted a “dead audience” but we weren’t able to dig one up) at the Cleveland Improv. If you’re in the area, I hope you’ll come out and see us. While I have given numerous performances at private, corporate, and civic events, I’m a bit new to the comedy club scene. I’m really looking forward it. But, for now, our homework is to write new stand-up comedy material and, then, to write, write, and write some more. Hence, the reason it has been eight days since my last post.
Read MoreAtmosphere Performing – Getting Paid While Promoting Your Entertainment Business
Greetings my fellow entertainers. I have been wondering, for some time, what kind of New Year’s resolutions performers make (and how well they keep them). Do comics resolve to be even more hysterical? Do jugglers resolve to keep more objects in the air? Do prop comedians resolve to develop more unusual props? Do comedy magicians resolve to be more amazing and more amusing? Do other jesters and buskers resolve to be more assertive in marketing their entertainment services? Do still others resolve to broaden their horizons – Perhaps attempt to attract additional client bases, or add new comedic elements to their artistic repertoire?
Maybe you would like the opportunity to perform more often, and at new and different venues. Have you thought of adding atmosphere entertainment to your entertainment bag of tricks? I hear you silently asking me, “What in the world is atmosphere entertainment?” You may know this old, yet reliable art form by another name. Have you heard other jesters or buskers talking about “table hopping” or “strolling entertainment”. While a stage performance is presented while in front of the audience, atmosphere entertainment is performed from within the audience. This energetic style of performance art involves greeting and entertaining (by either amazing and/or amusing them) members of a crowd “one on one” or in small groups. Then, you move on to your next mini-audience (or someone new approaches you). It’s opening night every two minutes.
You may be able to adapt some of your current entertainment skills for use in atmosphere performing. Many stage magicians earn some very nice dollars doing “close-up magic” in restaurants, bars, night clubs, casinos, or on cruise ships, or at large corporate and civic events. Physical comedians pick up extra money doing their stuff while strolling among large crowds at malls, supermarkets, and large department stores, as well as fairs and festivals. Musicians are well-paid to play their wood winds or strum or pluck their stringed instruments while strolling amid crowds in restaurants and at fairs and festivals. These all also great venues for networking. Always brings a supply of give away items which contain
your name and contact information. Work the giveaways into your mini-performances (the little bits of business you do for one or two, or a few people). As with any business, “point of sale” advertising is an an extremely important part of your overall marketing strategy. The best time to promote yourself is while people are able to see and enjoy what you do.
Maybe you will choose to develop new artistic elements to utilize at your atmosphere gigs. Once, while attending an entertainers’ conference outside of Syracuse, New York, I witness a young man walking his pet blue jay (a wooden letter “j” painted blue). He didn’t have to approach anyone. People came up and started the conversation for him. I have an old Polaroid camera (My wife says I never throw anything away) that I use. I insert a picture postcard of myself (with my contact information) where the film cartridge used to go. Then I take someone’s picture. Then, while handing them my picture, I exhibit surprise at how much we look alike. That way, the giveaway is part of the trick. It’s fun, seamless way to get my contact information into the hands of as many people as possible. Adding atmosphere entertainment to your entertainment repertoire is a great way to get paid to advertise your own business. Remember, every person you meet is a potential client.
If you’re adept at visual arts (Sadly, I am not) you could add face/hand painting to the list of entertainment skills you offer. There are great books about it in every bookstore and, in most libraries. Perhaps, you would like to learn balloon twisting (if, like me, you are full of hot air and don’t fancy a career in politics) and use this profitable art form as a way to supplement your income and promote other parts of your entertainment package. Kids (and many adults) will flock to you. And, where there are kids, there are parents. And parent is just another name for potential client. Have giveaways ready for the kids. Color pages rolled up like magic wands (with your performance schedule and contact information included), coloring books, “autographed” picture post cards, mini frisbees, stickers, ball point pens, etc. Kids love these little items and they show them to their parents (who, in turn, see your contact information).
Now, how to get paid? Over the years, I have performed atmosphere entertainment for cash, for barter (see recent posts), for tips, for cash and barter, for cash and tips, for barter and tips, and for for all three. Whatever works for you and your client. Quite often, you can negotiate long-term (weekly, monthly, etc.) atmosphere gigs with venues such as malls, restaurants, and department stores. Then you become a fixture in the minds of your clients, their staff and their patrons. And when they, or someone they know need entertainment, you are the first entertainer they think of.
Well, I know that’s a lot of information. I hope you find it helpful. I firmly believe every building is a potential venue and every person is a potential client. And the person most qualified to market your business is you. Who else has invested as much time, money, and creative and both physical energy as you have?
If you have questions or comments, I would love to hear from you.
P.S: On Wednesday, January 25, 2012 (of course) I will be performing, along with a few new comedy friends, onstage (not atmosphere entertainment) at the Improv Comedy Club in Cleveland, Ohio. If you live, work, or are going to be in the area,
come out and see us. We would love to meet you.
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