A critical first step in growing your magic business is to DEFINE YOUR TARGET MARKET. Once you know who your potential customers are, you can define your business and aim your marketing resources toward that target.
I have worked with many magicians and one of the first questions I ask is, “What segment of the population makes up your target market?” You would be surprised by the number of magicians who have no idea of who their prime prospects are.
This is a problem. If you do not even know to whom you should be marketing, how can you focus on that group? You need to know their habits, where they go, how they search, the age demographic, the income demographic, and the social group of your potential customers.
If you are a children’s entertainer, don’t waste time and money advertising in corporate magazines. If your humor is down-home and you dress in jeans, don’t send your advertising packet to country clubs. If your comedy tends toward nightclub humor, don’t try to sell your act to day care centers and schools.
You should not design a business card, set up a website, or send out promotion material until you have defined your target market! Why? Because you will be wasting precious resources -- time and money.
But, you say, “I’m a Jack-of-All-Trades. I can perform for any audience.” That could be true, but you cannot become a specialist in every area and your value is decreased by a broad spectrum. Less is more. Enhance your reputation as a specialist and the price goes up accordingly.
Close the Deal
I have heard from several magicians lately asking how to close the deal for a show when two or three other entertainers are being considered by the client for the same job.
Why does that happen?
Here is how I see it: all of us are marketing and selling a product. You are probably saying, “I am an entertainer and I offer a service.” Yes, but your service is a product. Remember, you are the service and the product.
Your competitors are most likely blanketing the market area and probably don’t know and don’t care if their service fits the prospective client. They have not defined their target market.
The bad side of this is that the client’s decision is usually based solely on price.
When you outline your service and quote a price, it’s possible the client will say, “But so-and-so will do the show for $25 less.” You need to explain how your service is worth more because it is best fitted to their particular needs.
You can build a better, stronger business by identifying and serving a particular group - your target market.
It may sound counter-productive to tell a client you specialize in certain areas, but I promise you, it is not. There are great advantages to defining your target market.
Let me illustrate:
I meet you at a networking event. I have yet to define who my target market is and you ask me what I do. I may say, "Oh, I am an entertainer." What have I just done? I have put myself in a pool of literally tens of thousands of other performers. It tells you NOTHING, except that I am one of a million other entertainers.
However, if I say, “I am a children’s magician and I work with parents to make their child the star of the birthday party,” I am identifying my target market up front.
Now you will likely ask more questions because you (or someone you know) is interested. You also understand what value I can bring to a potential client. It sets me apart from every other entertainer, making it much easier for you to remember me and what I do.
Reinforce the Theme
Take this a step further. Design all your marketing materials (business card, stationary, website, blog, etc.) to appeal to that target market. The collateral that echoes who you are targeting speaks for you even when you are not there. Doesn't that start to make sense? A target market is absolutely essential for quicker results! So I ask you: Have you defined your target market?
To your continued success,
Scott Hollingsworth
Helping independent professionals develop
and promote successful business strategies.
713-271-2114 or 361-972-3430
7520 Hornwood, Suite 201
Houston, TX 77036
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