Marketing 101 Part 7: The Wrap Up!

Writing a series on marketing has taught me several things.

1. It would be possible to write about this stuff every week and still not cover everything...and I am quite through with this!

2. I never say as much as I mean to, but can fill up this space quite quickly with observations.

3. There are lots of people far more qualified than I to talk about this, and I am going to leave them to it!

This is my final entry in this series, and I mean to quickly wrap up my observations!

To Review:


1. The Questions I Consider About Marketing
2. Branding: Do You Have A Logo? Do You Need One?

3. Your Business Card: Is It Working Hard, or Hardly Working?

4.The Brochure: A Giant Multitasking Business Card!

5. The Press Kit: What On Earth Is This?

6. Cohesion: Why Does It Matter?

7. Marketing 101: The Wrap Up!

I will endeavor to go through the last few points I want to make about this subject in this series.

1. Ghosts Of Marketing Past!

1. When I was a wee, baby storyteller back in the olden days, we used carrier pigeons to get out our message. Yes, then came Western Union and ultimately the post office...the thing we now call snail mail. These days, The David rarely uses the snail mail for marketing; contracts, yes, but that is about it. 

This means we no longer send out postcards. I used to design these myself, and I enjoyed it. We used Modern Postcards back in the day because they were one of the few services that offered what we needed. Today there are lots of companies that offer services like this. 

UPS Store

Express Copy

Vista Print

Barely scratched the surface! The coolest thing about this is that they will print and mail the cards for you. All you have to do is send in the designs. It is a no muss no fuss type of thing. 

Personally, I love postcards, and we got an okay return. In other words, they paid for themselves plus a little extra. I, however, am not in charge of marketing in my company....The David is, and The David controls the budget. 

What do we do instead? We have a vigorous online marketing strategy. The David painstakingly creates comprehensive email lists of schools and libraries in every state in which we market. He also finds out exactly who is in charge of booking cultural arts events for each school. This targeted marketing is much more effective in terms of reaching our potential clients. It also allows him to include links the client can click and instantly see the product they might be buying. 

Not nearly as sexy as postcards, labor intensive, but the return is much better, and since he does it in-house it doesn't cost us a penny extra. 

2. Online or Hard Copy Directories

There are companies that ask you to pay a fee, join a directory, and let them do the marketing for you. They say their directories are distributed far and wide, and your work will end up in front of thousands upon thousands of potential clients. We have signed up for things like this in the past. We no longer use them.

Now, that does not mean these services are not worthwhile for some artists, but we were never able to track the efficacy of these services. When it comes to our marketing budget, if we are shelling out cash for something, we need to be able to track the return. If we cannot see a  return on our investment, we discontinue a service. We typically give such services like this two or three years. 

There may be artists who have found such services financially lucrative or at least a good brick in their marketing strategy, but they have never worked for us.

The reason for this is that most of our work is in schools. The contacts for schools change on a regular basis. They have lots of other ways to find artists and are not as likely to use these directories. Libraries don't seem to use them either. If you work in theaters or have some other type of venue, these might work excellently well.

3. We no longer create marketing pieces in-house. They are always outsourced.

4. Is there something you used to do that you no longer do, but someone else might want to try? Leave it in the comments section!

2. Other Marketing Resources - 

There are lots and lots of blogs that deal with marketing. Just type in what sort of advice you need into Google, and let the internet do its thing.

As for me, I have taken any number of workshops about marketing. There are, however, two that stand out as being exceptional.

Dianne De Las Casas offers an in-depth marketing workshop. You want to know how to reach people, get your name out there and shock the world? Find out where this woman is offering a workshop, and take it!

The other one that struck me as being a stand out in the world of marketing workshops was given by my blogging goddess mentor Karen Langford Chace, and the dashing Simon Brooks.

Karen Langford Chace

One of the coolest things about the workshop they designed is that it not only talks about marketing strategies, but offers a comprehensive look at what type of storyteller you are, what might be your strengths, and what you are most proud of as a performer. The questionnaires they created help you figure out not only how to market, but WHAT to market. It is a very clever approach, and highly effective if you are at the beginning of your marketing career, or thinking about taking it up a notch.

Simon Brooks

There is so much more that could be said about resources and books and people, but I will stop with these two. I did say that one could spend their entire life writing a blog about marketing, and that is not my intention! If you have a link to or a suggestion for who gives a bang up workshop, or a great book you read, feel free to offer that information in the comments section so we can all  benefit from it!

3. The Marketing budget

How much money should you be spending on marketing?

Well, here are some questions.

How much did you actually spend on marketing last year? Do you know? Do you track that? What counts as marketing

-Your website

-Hard and soft marketing

-Mailings

-Lunches

-Showcases

-Advertising in Publications

-Fees for arts councils

-Art Fairs

-Mailings

Can you make a good estimate as to which of your activities produces the most revenue?

Once you know what you spent and what you earned, you will be able to figure out what percentage of your gross was spent on marketing, and what sort of returns you got. This brings us to the burning question:

How much should you budget for marketing?

The simple answer is if you want to grow your business you have to invest in your marketing strategies. Not all marketing strategies are alike. It isn't a bad idea to sit down and evaluate your various marketing activities. 

The best way to track efficacy is to simply ask anyone who books you how they found out about you. In fact, as The David just reminded me, it is the ONLY way to track that!

Some marketing strategies require time to reach fruition, some need to be rolled out at once, some are ongoing. How are they serving you? If there is something you are doing that is a continuous drain on your resources with no clear reason to continue doing it, then it might be time to consider reinvesting that capital somewhere else.

In Conclusion:

The more I write about this the more I realize there are lots of things I never even touched upon...but that will have to be for another day and another time. 

There are lots and lots of ways to market yourself. I am sure you have come up with clever ways to get the word out about your work and the products you offer.

This series deals only with the paper products we produce, it does not touch on all of the other marketing that we do! 

In future blogs, if I say, "You've got to market like crazy every year just to keep your hand in the game", this is the sort of thing I mean. 

Producing and distributing marketing materials that are professional and effective can increase your bottom line, improve your market share, and let everybody know that we storytellers are not in this as a hobby. 

Storytelling is a profession, and it deserves to be treated as such.

Happy Marketing - 

Just In Time For Halloween: Telling Spooky Tales 2.0

(Scary Pumpkin Fellow Photo Credit)

- There are lots and lots of wonderful spooky tales that you probably ought not tell young children.  

- There are lots and lots of wonderful spooky tales that you probably ought not tell in the dark.

- There are lots and lots of wonderful spooky tales that you probably ought not tell in certain religious settings.

- There are lots and lots of wonderful spooky tales that you should tell every chance you get.

How do you pick which is which and when you should do what?  

Easy!  Depends upon who is in your audience.

(Hint:  This is not a hardcore audience member!)

For starters, you can guarantee that most children between second and tenth grade think that what makes a story scary is telling it in the dark.  This is not actually true.  What makes a story scary is how well you get inside your audience's head.  

If you can freak them out behind their own eyeballs, you could be standing inside the sun, and they would still be scared out of their wits...provided you weren't all burnt alive.  

Here are some quick rules of thumb I use when choosing ghost stories for audiences.

1)  When dealing with really little kids, the stories should be way more funny than scary.  Usually, it is enough to tell the group that you are going to tell them a scary story.  Their imaginations will do the rest.  They will see 'scary' written in each element of the story right up until the time you make it funny. They may  announce afterwards that they weren't scared, but if you look into those giant, nervous eyes while you are setting up the tale, you will see that they aren't all that anxious to be frightened despite the bravado.  These kids do not want to be scared!  

The Gunny Wolf is a perfect example for kids this age.

2)  From about third grade to fifth grade I tell 'scary stories for kids who just 'think they want a scary story, but not really'.  

This group actually thinks they want to be scared, but beware, for if you actually scare them, you will get phone calls from angry parents, principals, and teachers.  Jump tales are the name of the game with this crowd.

These kids are on the precipice that leads from the fears of young childhood i.e. monsters in the closet, things under the bed, creepy creatures waiting to spring out and grab them, and the beginnings of peer pressure fears about being teased, left out, and other more real world concerns.

There are plenty of great ghost type stories for this group.  Many traditional tales will serve.  They can be silly, a little creepy, have a jump or two, but don't do anything exotic...unless you have permission, or you don't mind adults freaking out on you.

Here is some Red, Red, Lips

Borrowed Black

  

Taily Po

The Big Spooky House

More Scary Stories

Here are the tales I tell to this group most of the time.  A Little Shiver, not a great big scare.

I am sure you have plenty more!  If you want to share stories you tell in the comments section, it would be helpful for people who are just looking for stories.  You can also head over to Catch the Story Bug and go through Karen Chace's blog for more tales.


3)  Sixth grade is the first year I tell really scary stories.  Using lots of vocal technique and wild facial and body positions can make these stories really creepy, and they can benefit from some lighting.  This is the first group of kids who will probably not wake their parents, and demand to sleep in their bed, so it is safe to scare them. 

The rule I use with this group is that I try very hard to monitor what is happening, and if they get too scared I back off a bit.  They may be in large bodies, but they are still children.  The Boo Hag is a good tale for this group.

My version of The Boo Hag is on my CD Cup Of Blood.  You can download individual tracks if you are of a mind.

Want something scary?  Try Cup Of Blood

4) Once you get into high school, anything goes and you can tell those stories that are not fit for man nor beast.  Scare 'em.  Tell those stories that will peel the skin off of their hides, and make them look both ways when it gets dark.  Pull out your worst stuff and let it rip...unless you are in a school that makes a point of telling you how sheltered and innocent their students are.  If you get that song and dance from the person booking it, pull everything back a notch.  No matter how into the stories the kids might be, the grown ups will be in a faint and clutching their pearls if they think you've exposed their precious charges to something inappropriate, and they may never invite you back.  Appeal to your audience but remember who is paying your way.

5) Intergenerational audiences should probably stay in the 3 - 5th grade range unless you don't have any really young members of the group, then you can go with the sixth grade tales.  If you have an all adult audience let the blood drip, I say.

One of my favorite stories about a scary story set was one I did in upstate New York.  The guidance counselor took these two very big, somewhat disrespectful, tough looking boys out of the main body of the  audience, and made them sit with her.

 After the telling of The Lover's Promise, the guidance counselor came up to me trying not to laugh.  She said, "Did you see those two boys I had sitting with me?"  I nodded.  "When you asked if there was anybody who wasn't scared of anything they raised their hands.  After the story was over, one turned to the other and said, "I only jumped twice, how many times did you jump?"

The story I told them is called, The Lover's Promise, written by my son when he was just ten.  Here is a retelling of it.  It is a long story, fair warning!

Spooky stories require us to walk a fine line between what is appropriate and what is too much.  For some listeners, anything is too much, and for others, nothing is too much.  You can't please everyone, but these stories should also be fun, not just hair raising.

Get behind their eyeballs and they won't even remember whether the lights were on or not.

Happy Spooky Telling!

The Storyteller's Toolkit: Hands

The Storyteller's Toolkit is a simple way to talk about the elements that storyteller's use to present a story.  These do not include puppets, props, costumes or anything extraneous.  You can certainly use all of those things as a storyteller, but they are not standard tools in the toolkit.  




The basics in the toolkit are as follows.

Voice:  If you missed this post, just click here.

Eyes:  If you missed this post, just click here.

Face:  If you missed this post, just click here

Hands:

Body:  If you missed the post, just click here


Easy enough.  In keeping with my new policy about blog entries.  We will deal with each of these one at a time.  Today's selection deals with the hands.

There are so many things to say about the hands.  I found more information about gesturing than I did about eye contact, or using the voice, which I found odd, but there you have it.  Apparently, the hands, really freak people out and they have no idea what to do with them.  What was most amusing to me was how many people had done videos about hands and gesture.  The best one belonged to Sean Buvala over at Storyteller.net.  Some of the things I found were wild and some were fascinating.  Some I found completely counter intuitive and others were only just sort of helpful.  Here is my top list of things I read this evening about employing gesture in storytelling that either amused me, surprised me, or was actually useful.

Toastmasters International did an entire pamphlet on how to add appropriate gestures to your work.

Then, there was this fascinating, incredibly long article about research on creating effective storytelling robots by giving them gesture and controlling how long they gaze at audience members while trying to convince them of something.  I kid you not.

Then, there was a long article about the kinds of gesture people use, how they can be categorized and how they are employed by storytellers.

Take this link over to a youtube video of Sean Buvala explaining the best ways to infuse gesture into your stories.

Debbie Dunn puts her seven cents into the mix as well.

Karen Langford Chace has a great post about gesture in story.

Here's another video about using your hands effectively in presentation.

I even have a list of ten gestures to avoid!


I spent a long time reading things about gesture, why it is important, what you are supposed to do with it, and how to not look awkward in front of a group of people.  I spent lots of time watching videos about where your hands go and who knows what else.  Not surprisingly, lots of it is repetitive.

Hands can be your best friend as a storyteller, or your worst enemy.  They are never neutral.  They will either help you tell a story...or they will attack you.  It is important to know where your hands are and what they are doing.  Some folks are stingy with gesture, using it only as a kind of modifier to their work.  Some don't employ gesture at all, preferring to keep their hands under tight control.  Some folks have 'soft' gestures that don't quite form.  Here is a clip of me telling a story that is all about the gesture. It is called Red, Red Lips.  For a laugh, turn the sound completely off and just watch my hands.



If perchance you've read the posts about voice and eyes, you will note that I am not one to stint while employing either one of those, but this story is very much about gesture.

So, what are some ways to think about your hands?  I have only one piece of advice when it comes to gesture...GO FOR IT!

1.  Be deliberate.  Decide what you want your hands to do, and then go for it.  Your hands can either take your audience where you want them to go, or they can be floppy, mushy, useless appendages that are flapping about like useless bits of paper towel at the end of your arms.  The choice is yours.

2.  Be decisive.  Don't hold back.  Go for it.  Commit to what you are going to do, and then make the entire gesture.  Don't do it half way.  Do not hold your hands against your sides from shoulder to elbow and simply flap the bottom part of your arms.  You will look the robot from 'Lost In Space'.





4.  Don't Let Them Attack You!  If you don't know where your hands are, they are probably attacking you.  They will play with your hair, your clothes, your ears, your belt, earrings, necklaces, and anything else you might happen to have with you.  They are not your friends if they are not occupied.  Remember, "Idle hands are the Devil's playground."

5.  Think Illustratively.  Your hands have the power to create pictures.  Your hands can be everything from the top of the windowsill to the finger that shuts off the light switch.  As long as your hands show us what your words are saying, they will become part of the story.  In other words, you are the picture book!  See the pictures!  Be the pictures!  Live the pictures!

6.  Small Is Useless.  Making tiny gestures is really useless.  Nobody can see them and they don't translate very far beyond you.  One of the things you must do as a storyteller is to fill the space around you.  You should be looking to increase your size, not squish it down smaller than you are.  Just as a cornered cat will turn to the side and make itself look larger, you must use your hands and arms to 'increase' your size.  Thing Big! 

7.  Don't hold them!  Your hands are not going to go anywhere.  Don't clasp them unless you are doing it for emphasis.  Hold them at your sides, or keep them in some neutral position.  Choose your own neutral position.  Make sure your neutral position really is neutral, and not actually giving off a vibe that is counterproductive to your storytelling.

8.  Create themes for your audience!  If you create physical shapes with your hands that repeat in your story, your audience can use them as a point of reference.  You can also use them to create strong audience participation.  Your audience can do the gestures with you and enter the world of story.  This tends to tickle an audience no matter what the age.  Watch the first six seconds of the video below and you'll see what I mean.


 When you employ your hands, employ them!  Don't be afraid of them, they can do all sorts of fabulous things.  They can make stories materialize right before your audience, and they can also give your audience a way to join you in story.

So, free your hands!  Free your gestures!  Let your arms go!  Be free!


Empower Yourself.  Empower Your Stories.

Happy Telling!