Champagne Sound On A Beer Budget
Even with a small budget, utilize entertainment in 2013 with this same objective in mind — as a marketing tool.
Everyone loves champagne to bring in the new year. In 2013 use your headliners to:
• Promote events
• Reward customers
• Increase sales
• Introduce new products
• Recognize employees
• Enhance brand image.
As “convention bands” are popping up all around the U.S. with costs from $7,500 to $25,000, there is even more reason to use headliners within that same price range. Plus, using the headliners generally plays much better in the invitations, save-the-date notices, sale of tickets, boosting attendance at the meeting or event, stronger PR and advertising, etc.
You say you don’t have any money? Get someone who does to support the entertainment that best meetings your meeting or event’s goals. In other words — sponsors! Just like the major motion picture OPM (Other People’s Money), you may need to attract sponsors to your event. Why would companies wish to sponsor the entertainment? To do the following:
1. Entertain clients
2. Heighten visibility
3. Shape consumer attitudes
4. Market to other businesses: “incenting” the trade
5. Increase merchandising opportunities
6. Drive sales.
Some planners may ask themselves, “Why do I even want entertainment for my meetings and events? What a headache!” Think of your guests, VIPs, your attendees. To hear, to see, to meet a headline entertainer is a high-perceived value for most attendees. It also creates an emotional connection to your customers. People closely identify with music. A certain song, for example, can evoke pleasant memories and helps to create a favorable product tie-in. Furthermore, it is a powerful motivator.
John Penn, vice president of marketing for Sony Music Special Products, says, “Just turn on the radio or TV or go to a movie. You will see that music is everywhere. When you bring music and entertainment into your [meeting or event’s] promotion plans, you add a unique mix of power and effectiveness for reaching your objectives, whether it is to drive traffic, sell more products, reward employees and customers, or establish a bond with your customers.”
How much is a “small budget?”
Talent costs vary considerably due to routing, workload, one-offs (not being on tour), bringing in production staff, transportation, etc. So for starters, below is a short tabulation of artists priced roughly around the $10,000 level. Note that this price may not include, sound, light, stage, backline (instruments/amps), transportation, hotel accommodations, local ground or food and beverage. (All of these items are spelled out separately in the artist’s rider).
• Linwood Peel’s Tribute to The Drifters
• DJ Spinderella (from Salt-N-Pepa)
• 10,000 Maniacs
• Edgar Winter
• Johnny Winter
• Iron Butterfly
• Thin Lizzy
• Rare Earth
• Peaches & Herb (to track)
• Les Musiques de Broadway
• Marty Balin of Jefferson Starship
• Nathan Schulhof, speaker, inventor of the MP3 Player
• Kenny Rankin
• Juice Newton
• Commander Cody
• Dr. Hook
• Rick Derringer
• Atom: World’s Fastest Painter
• Gary US Bonds
• Standing In The Shadows: A Tribute to The 4 Tops
• Richie Havens
• Leon Russell
• The Turtles
• Hot Tuna
• Evelyn “Champagne” King (for that champagne sound!)
• Various “American Idols”
Hiring entertainment acts, whether national, regional or local talent, will be the promotional vehicle of at least the early part of this millennium. Having a headliner at your convention or meeting almost automatically increases attendance and visibility, thus increasing sales, retail sales support, general awareness, image enhancement, sponsors and publicity. Even more important, it can turn an otherwise ho-hum meeting or event into an unforgettable experience!
Mark Sonder Productions, Inc. Headline Entertainment and Event Production www.marksonderproductions.com +1-540-636-1640.