Every now and then there comes a time when you feel treading water – or spinning your wheels for that matter. Your last music sale happened a few weeks ago, bookers who seemed to love you have become hesitant and the phone just won’t ring. That’s fine, it actually happens to anybody. But is there a way out, and if so, which path should you choose?
Lead us not into temptation
The easiest way out leads over your price. It’s always easy to lower it and start some special campaign whether it is for music sales or band fees. Certainly quite a few prospects will jump at the offer, however, there is also a downside:
Once you have lowered your band fee it will be difficult to raise it back to normal. So whenever you lower your fee it is best to give a good reason for it like a light version of what you normally give, uan unplugged version of your regular shows, less stage gear etc. and if you operate a recording studio make it clear those special rates apply to night hours.
Especially when putting your music (CDs, downloads) on offer you may easily get tempted by running special sale campaigns. After all, even successful online marketers run those “50% off this weekend only” campaigns. However, you may experience the downside to this by dealing with disappointed fans who just paid the full price a few days before. Besides that, if you lower your prices earlier than nine months after your release you will look like either selling out or being in deep financial trouble.
Bull by the Horns
Instead of selling yourself short you rather take some measures that generate more attention for you and your music. In order to boost your sales try expanding your promotional activities. Reach out for new media (magazines, websites, blogs, radio) you haven’t been in contact with yet or ask those who have already reviewed your music for an interview.
In the live business a new show concept may be a good incentive for a club owner to book you, maybe your old show has worn out a bit – at least to her. You may as well advance into new geographic regions or new business areas such as playing solo or unplugged gigs during the week or playing corporate galas.
This approach will not guarantee quick money. It rather fosters long-term success as new contacts and new activities will help you expand your reach.
If there’s a yawning void in your virtual store you can try creating a new product to re-generate interest. Instead of advertising your product line of CDs, shirts and merchandise one more time, introduce something new. A special type of t-shirt (even if you limit it to ten pieces and iron the print on yourself), a live album, a CD with demo versions or house concerts.
This will not only give you a new product to make money with but it will also work as a teaser worth talking about and which also draws old and new fans to your other products. Don’t forget to talk about it. Send out press releases, your newsletter and post in on facebook.
So don’t enter the price competition but try your best to boost your sales by getting new attention.