----Irving Berlin, for Annie Get Your Gun
Berlin's song is meant to be a satirical take on what life is like in show business. But it's true, there really IS no business like show business--an industry that is a special hybrid of the creative and the rational.
The creative--the "show"--is made of actors, actresses, musicians, writers, set designers, hair, makeup, and wardrobe people, and countless others pooling thier talents to put on a performance that the audience will, ideally, love and talk about in the future.
But then there's the rational side--the "business". Like any other industry, there has to always be someone in the office, so to speak, taking care of HR, payroll, hiring, firing, and the thousand other things that have to be done to keep the business in business.
Above everything else, there's marketing and promotion. Ultimately, nothing else can happen unless these are successful. And in a small business like mine, where I have to be both the creative and the rational, I do it all.
While my formal training is complete, well, as much as training is ever complete, I have kept my membership at Such A Voice (SAV) open so I have access to various one-hour webinars. I have recently taken one called "Taking The Sales Out Of Your Voice", hosted by SAV's Jilllian Nielson. Jillian presented a step by step guide to active marketing-- another way of saying "hitting the streets and hustling work"--as opposed to passive marketing, such as joining a pay to play site like voices.com. (The webinar is geared for VO, but I'm sure the concepts would translate to any industry.)
There are nine steps to the plan, divided into "Getting the Job" and "After the Job".
Getting the Job
Step 1: Figure out the smaller towns in your area. Ad agencies like to use talent from bigger cities as this adds credability to the job, and makes it easier to get jobs.
For instance, I'm pretty much right between Boston, MA and Manchester, NH. There are many smaller towns in this area.
Step 2: Google a list of ad agencies that handle business in your area (For me, between Boston and Manchester). Focus on any located or have work in the smaller towns, then elimate any that don't have a website.
Step 3: Check out the sites of the rest. If any handle work that requires--or could require--VO, make a note. And if any do event marketing, think about being an MC.
Step 4; Once you decide who to contact, fill out the Contact Us form with a simple note including a link to your site/demos. If you have the name of the creative director, even better. Something along the lines of:
---------------------
Dear XXXX,
My name is Bill Georato. I am writing to let you know that I am available for any voice work you may have. Please find below the link to my site:
I will follow up next Tuesday.
Thank you very much for your time, and looking forward to hearing from you.
Bill Georato
--------------------
The point is to introduce yourself and your availability. Be sure to include the link.....Creative Directors don't have alot of time and you don't want them to have to go hunting for you.
While we're at it, don't forget any local businesses you may personally frequent often. I've already given my business card to my doctor's and dentist's office. And keep in mind local school districts---someone has to record thier phone system messaging, why not you?
While we're at it, don't forget any local businesses you may personally frequent often. I've already given my business card to my doctor's and dentist's office. And keep in mind local school districts---someone has to record thier phone system messaging, why not you?
Step 5: Follow up! But do so only when you say you will, not before...or after. Ask if they have any clients for which your voice will fit. Even if they don't at that moment, offer yourself as a resource. Ask if you can keep in touch with them---every quarter is good.
Step 6: Congratulations! You got the job! From this point on, it's all about communication. Both you and your client will have expectations....keep all lines open. Ask every question you can think of: What exactly is the job? Local, regional, national? Radio, TV, Internet? Is it a private company IVR?
Don't forget about post production. Are you or the client responsible? What about music? (This is a big one, if you are responable for this, but don't have access to royalty free--be sure to tell them.)
After the Job
Step 7: OK, the job is done. Time to invoice; you love what you're doing, but you still want to get paid, after all. But be sure to wait until the job is completely done. You don't want to have to invoice twice: once for the job, and again for any changes.
It's best to invoice your clients the first of every month. So, for work done in May, invoice in June.
You want to have a template with your company logo, name, and address. Itemize the bill relative to your agreement with the client.
Step 8: Track your business. This is good not only for tax time, but just for your own records. Have a spreadsheet, as detailed as you like, listing all aspects of your work: client name, dates, type of job, date invoiced/paid, which media the job was for (TV, Radio, etc). Details, details, details.
Also have an expense sheet. You want to keep track of money spent on memberships, supplies, etc.
Step 9: Keep top of mind. Send reminders, thank you notes, holiday greetings (audio!). Use social media to keep in touch.
Also have an expense sheet. You want to keep track of money spent on memberships, supplies, etc.
Step 9: Keep top of mind. Send reminders, thank you notes, holiday greetings (audio!). Use social media to keep in touch.
So there you have it. Everything you need to know about marketing in one blog post! Well, I suppose not really. But it's a great start.
