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Merchandising for EntertainersFirst published back in 2000, our eBook, Multiply Your Merchandising has just been re-released in a new edition. It’s been given a fresh new look and plenty of new resources and ideas.

Full details of the contents can be found here.

It’s currently a Free Download.

 

 

If you are NOT a subscriber grab your copy via the instructions on that page.

If you ARE a Subscriber, I’ll be sending you a Download link in the next few days.

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Adwords Training

Google Adwords are powerful tool for anyone advertising their services, but it’s a topic that really divides magicians.

Which one of these are you?

 

 

  • There are some who would never try it.
  • Some who have tried and gave up
  • Some with a little success
  • and a handful of magicians who have really come to grips with what it can do.

And what can it do?

It can provide a constant, on demand, stream of prospects to your website at a low, measurable cost. What more could you want?

Well you might want to know exactly what those people do when they get to your site. You might want to measure the number who contact you for more information, and then work out exactly how many  of these turn into bookings. With that knowledge you are then in control. Increase the flow at quiet times, tone it down at busy times. This can all be done with a good campaign.

Often magicians think that they can drive more traffic to their site with SEO. And yes, you can. But they soon find the huge effort is producing little results for the time they put in. And then Google changes the rules again.

Pay per Click once mastered  is controllable and measurable. And for probably a lot less money than most magicians were paying for their last Yellow Pages display advert.

But it does have a bit of a learning curve and this puts some people off. Or stumps them after a few weeks when they gone through a pile of money that they didn’t actualy need to waste.

I’ve played around with Adwords quite a lot since it first started. After much trial and error I had some success. I bought a few books including by the “gurus” like Perry Marshall. I’ve recently been watching a series of Training Videos by the UK’s Ken Kelly and I must say I’m very impressed. These have been produced for magicians and in particular children’s entertainers, but really they could be applied to any market.

There are 3 Videos you can watch for free right now. Warning, have paper and pen at the ready, there is a heap of content in these first 3 that may well change your mind about using this powerful tool.

I give this 5 Stars and wish it had been around when I was starting out on the party circuit.

So, why sit at home waiting for the phone to ring, when you can turn on a stream of prospects any time you like.

Full Details Here

 

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Survey MagicMagic Surveys – The Secret Weapon of Magic Marketing

Knowing exactly what your clients & audience wants and expects, is the first step in being able to provide it successfully.

All your fancy promotional pieces, teaser postcards, snappy lead generation adverts etc, will not be effective if they are promoting the wrong benefits and features.

I was prompted to write this short piece after dropping into the Marketing Forum. Someone who wanted to break into a specific market, Libraries, had asked what libraries were looking for.

The answer is simple. Ask them!

And this simple strategy can be used in a huge range of markets. And it works on many levels.

Lets take the library example.

How many are there in your market area. 20? 50? 2?

You have to obtain the mailing addresses anyway so this can be the first step.

Then compose a short letter on letterhead explaining who you are and asking for their “help and advice”. (Dale Carnegie often said that one of the quickest ways to form a relationship with someone was to ask their advice.)

I would explain that you were planning to put together a specific show the following year and were doing research. You would be grateful if they could take a few moments to fill out the survey.

Here are some thought starters –

What are they looking for in a library program? Is it for – education/ traffic building/ or .. etc Who have they used in the past?

What did they like/dislike about their program What sort of size crowd do they get.

What sort of program would they like to see offered that isn’t being offered now?

Who makes the decisions about booking programs?

Are there any “official” guidelines you should be aware of? What sort of Promotional & Support Material would they like provided?

Any other bits of advice they could offer?

OK, you would need to re write them to suit. Note, the open ended “any other advice” question is great for getting honest responses.

I would do the survey questions on a separate sheet but make it SIMPLE. Don’t ask all the questions.

Perhaps just 4 or 5.

If you wanted you could ask different targets different questions, to get an overall picture of the market. You can try different styles of questions

e.g “on a scale of 1 to 10 how would you rate ….”

Important points. –

Make sure you make it easy to respond.

A stamped self addressed envelope.

Make sure they can respond anonymously if they want to.

Offer an incentive to respond! I usually give copies of my “Whimsy Audio Tape” but you might have a book or voucher or something.

Obviously to receive the Bonus they have to supply the contact name address.

Now, you don’t have to mail out to your whole target list. Send them out in bunches and see what happens. Alter the questions as you go as you come up with better ones or need to fill gaps.

 

The Survey works on many levels!!!

1/ It makes you create a Mailing Data list, which would have been the first step of a campaign anyway.

2/ You are getting your name in front of people. You will be surprised how many people will suddenly ring straight back and try and book you immediately. Your professional approach will show and will impress them!

3/ When you do get back to them later, they may not remember where or when they heard about you, but there will be some extra name recognition.

4/ You may have easily established who makes the decisions at that particular venue and using what guidelines. You know who to ring when ready.

5/ And best of all, you know what they are looking for in a program. You adjust your promotional pieces to match, you use the Words and Phrases that they use, and you echo their concerns. You provide the solution to their problems.

You will definitely improve the effectiveness of your mailings and promotional pieces using surveys if you “hear” what they are saying back to you and adjust to meet this.

But excitingly , you may discover that a particular market is actually looking for something quite specific that you had not thought of or has been overlooked by the other performers in your area. If you are able to fill this need then the possibilities are endless! If no one is doing it, then suddenly your market has become much bigger.

 

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Performing on Cruise ShipsMarket Overview – Cruise Ships

Always somewhere in the daydreams of magicians and other variety performers is the thought that perhaps a life on the ocean blue would solve all their problems.

Food and accommodation all paid for, glamorous passengers and fellow staff, sunshine, exotic ports, performances in the glittering showrooms, time to read and study.

The reality is a bit different. Cruise ships don’t suit everyone.

There are some major difficulties that you may not have thought about. I hope the following tips and ideas may make you at least aware of these areas and avoid some blunders that could ruin your chances of ever working cruise ships.

Note. I have only skimmed but not read the recent “Cruise Ship Magicians Handbook” by Fred Becker. But, I’ve just had as a house guest one of Australia’s best magicians, Raymond Crowe (World’s Greatest Magic 4 and big MagicCoach fan).

He recently did his first cruise ship ever, (on the QE2 !).

He studied the book before he went and said it was invaluable. He gave it his highest recommendation. If you are seriously considering chasing this market then you should get it.

Ideas and Tips on Cruise Ships.

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Don’t try and work the market until you are ready. If you launch yourself at the Cruise Lines and fail to make the grade, then you can ruin the opportunity for yourself for a long long time.

If you do poorly in the shows, fail to dress properly around the ship or in anyway antagonise the passengers or Cruise Staff, then you get a big black mark. A mark that could remain for years.

Do your research. Talk to others about appropriate dress and behaviour.

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Don’t think you can practice up several new routines during the day in your cabin and put them into the show to make up time.

Cruise ship audiences can be very sophisticated.

They’ve seen a lot of acts and know when you’re bluffing.

So how much time/material do you need?

This is difficult to answer. The only real answer is “as much time as you are asked to do”.

 

And don’t just rely on the word of the agent or bureau that puts you on the ship. The Cruise director is King and will ask for whatever he needs. That’s the amount of time you will have to do.

On some ships it may only be 2 different 30 minute spots. Other ships may need two different 45 minute sets, plus a 15 here and could you do another 5 in the closing show. These times start to add up!

If you have an hour and a half of solid material, or better, two hours, then you are probably safe.

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Solid material that’s squeeky clean.

Some ships do have late night “comedy club” sessions and some cruises are designated 18 – 35’s where risky material is OK, but generally it’s not.

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Not all your audiences will speak English.

Important to find out about the typical audience. Especially if you are doing a segment of a longer cruise. (I worked a segment of a world cruise on what turned out to be a French ship with a French speaking audience. Wow, that cut into my material.)

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A lot of showrooms are not that great for magic.

They are getting bigger and better, but tend to be designed for the Vegas Revue style shows. Audiences can be wrapped well around on three sides. Backstage space can be minimal. Sight lines can be very revealing. One Russian ship I worked had a balcony with seating, behind and above the stage.

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The stage moves up and down! Sometimes a lot. If you are bringing boxes make sure they have locking castors. If you are getting people up, realise that getting someone to stand for a while on a rocking open stage may be very difficult. You may not even be allowed to do it. This could chop out another bunch of material.

A chair for them to sit in could help (and give you something to steady yourself).

(Juggling during very rough conditions can also be extremely tricky. Especially clubs, where full rotation can be interrupted by the floor rising or falling. I once had to perform during the early stages of a typhoon in the South China Sea. My act then had a segment that included 5 ball juggling followed by a fast 3 club routine. The balls went fine.

The clubs went into the audience.)

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It is hard to keep in touch with clients and work opportunities at home. Once people hear that you are working ships, they tend to think you are unavailable where in reality you may just be doing sporadic cruises.

 

An information sheet or newsletter going out regularly could help here. Internet Cafes have improved this situation a lot and most ships now have Computer access onboard so you can stay in touch. Crew usually get a discount on the very expensive Internet at Sea charges.

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Meet as many people on board as you possibly can before you work. This always works. Here’s a great tip that was passed on to me.

As soon as possible, visit the Spa, introduce yourself and perhaps perform something appropriate for the staff.

The steady stream of clients that passes through after that, will all get told about “the charming magician, you must see his show.”

On some big ships there will be a lot of activities on at the same time as you perform. Movies, bingo, casino and other performers etc. A full house of people keen to see your show will help your reception and your ratings.

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Don’t get involved in onboard politics.

There is always something going on. You are wise to steer well clear. Ships are a hot bed of gossip & rumours. Danger lurks at every turn!

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Hey, but it’s not all bad. You will meet some fabulous people and get to work with some incredible acts. The market is booming and more and more ships are getting built. The call for entertainers is stronger than ever. Children’s Entertainers are also in demand, as some ships are specifically built for the family market or do holiday cruises.

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And it certainly is a way to see the world, or at least parts of it. Without pursuing that market, I probably never would have made it to India (Goa, Bombay, Madras, The Andaman’s) Hong Kong, Singapore the Philippines or the exotic Maldives. Or any of those scattered small outcrops in the South Pacific such as, Bali, Vanuatu. New Caledonia or Fiji. Or seen the historic World War Two battlefields of Guadalcanal, Iron Bottom Sound, Bloody Ridge and the back streets of Port Moresby.

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closeup3 Powerful Close Up Strategies

Here are three tips to think about if you are booked for a large corporate event doing closeup.

1/

Whenever a function has a registration desk I make sure I do some magic for them. Don’t interrupt what they’re doing but if they are all set up and waiting for the guests to arrive, show them a few simple things.

They will often then mention you to the guests arriving which will help “set – up” your performances later. “Oh, you must see the magician, he’s great.”

The other factor about this, is that these people are often the “gate-keepers” in the office. They may not have made the actual decision to book you, but they may have done the phone around and collected quotes info etc.

The more of these people on your side, the better. If they go back to the office raving about you that’s great. They will also act as a contact point if guests want to find out how to contact you or if you approach the company for a testimonial or for further work.

Five minutes of your time, perhaps before you are scheduled to start, could turn into multiple bookings.

2/

I always check if they are having an official photographer.

If they are, I always seek him out and introduce myself to him. Explain why you’re there and ask if he would like to set up a shot with some guests early on.

Take the initiative here. Don’t just let him find you later and hopefully get you with a good group.

If he doesn’t want to set anything up, here’s two ideas. Tell him what time you’re leaving. Perhaps you are just doing pre dinner drinks. If he assumes you are there all night, you could miss out on a great photo. Also mention what you feel is a good shot.

You know the moments that are “hot”. If he’s ready then the chances are increased you will get a great shot.

Getting your face in the photo records is a good strategy. The bookers and organisers may not get to see you work. At a big function you can be working your heart out, but if the right people don’t see you, then they may think later it was a waste of money.

If when they go through the photo files and your face keeps popping up, this solves the problem.

Good photos get used in Company newsletters, websites, local papers etc and do lead to further work.

Also, of course, if you have got the photographers contact details, you may be able to have access to the photos. You will have to check with the company that booked you, but this is usually never a problem.

3/

One thing that many beginner walkaround performers seem to feel, is that they have to be performing all the time at a function. Non stop Trick after Trick.
Don’t be afraid to chat. Remember, you are there as a host entertainer. Your role is to make sure the guests have a good time.

If they want to chat, tell you a story, ask about your background, let them. If you interrupt their story about this fabulous magician they saw in their childhood just to show them your latest effect you may be missing the whole point of you being there.

(If you’ve listened to the Michael Ammar tape on memorable magic, he tells you to be on full alert when people are telling stories about magicians they have seen. What do they remember? What impresses the audience. This is valuable feedback)

 

Bonus Tip

Once you have done Tip 1, go back to the registration desk later and ask if it’s OK to leave a small pile of business cards. Most events recycle name badges, people are used to returning to the Rego desk as they leave and returning their badges. A nice display of your cards next to the collection bowl can be very popular.

 

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