The jazz society promotion with two jazz pianists that recently ended was a qualified success in that I added four new customers to my business in South Florida. I am doing it again with a concert on Dec 12th featuring Bill Alfreds classic jazz band. I will again put it on my web site, and post info on the store bulletin board.. I have 15 tickets this time and my goal is to add 15 new tuning customers to the business.
With the snow birds coming back and the holiday season starting, there should be more traffic in the store so this should bring some takers without any additional effort. I am in the process of launching a advertising campaign for the business in general and hope to make all the advertising more targeted. To this end I plan to use a consultant that attended the entrepreneurial academy course with me. I am a general purpose music store but I think I need to select a few other target markets that the store can serve such as:
1) church musicians
2) student musicians
3) Working small ensembles
a) renting studio rooms for rehearsal
b) carrying recording and amplifying equipment
c) exchanging space on web sites or selling space on my site
Identifying the target for marketing efforts is the first task and often the most neglected part of a targeted marketing or advertising strategy. If the target of the marketing is at all unclear then marketing and advertising efforts are often less effective and time and energy is wasted. Time and treasure is always limited so using it to the best advantage essential to getting the best result.
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