Marketing Your Chorus
(Page 3)The Product
Okay, so we just defined the first "P" of marketing as creating a quality product or service that your target audience will want to use or purchase. How on earth does that apply to Sweet Adelines? Well, let's break it down according to our four target audiences:
Show Patrons
For people who have come or potentially will come to your shows, the "product" is the chorus itself & its ability to entertain and put on a good show. Of course, when appealing to show patrons, you may also want to focus on any guest quartets or performers as a big part of your "product". After all – your guest performers may be even more of a "draw" than the chorus itself.Fundraising Donors/Sponsors
When it comes to fundraising, your "product" consists of all of the good things you do for your community. Your singing and performance ability are part of this, but any other charitable or community-oriented activities of the chorus are just as important.For this audience, your product would include performances done at nursing homes, schools, or community festivals; donations or activities involving the Young Singers Foundation and/or the Young Women in Harmony program; educational opportunities that the chorus or Sweet Adelines as a whole provides for its members; and any other charities or causes to which the chorus contributes.
Performance Contacts
Just like show patrons, for performance contacts the product is the chorus and/or its quartets and their ability to perform well. The "package" you have ready to perform is also part of your product. People won't want to hire you for a performance unless you’re ready to sing a set of songs appropriate or applicable for the audience, and which will fill the time frame they need. Your product also includes the overall visual image the chorus presents. You should have a neat, unified costume to wear for these performance opportunities, and also have one or more emcee spots prepared where appropriate. And most important, you should look like you're having fun while you perform!Potential Members
For potential members, the "product" encompasses all aspects of life as a chorus member. Of course, the main part of the chorus that the potential member will focus on is: the sound of the chorus; whether or not she feels she can learn the music and "fit in" with the chorus vocally; and whether or not the chorus is a fun, comfortable place to sing, learn, relax & make new friends. If the chorus doesn't sing in tune, doesn't look like they're having fun, or doesn't present a welcoming attitude to potential members – then it will be very difficult to gain or retain new members. In other words, if you aren't happy with your chorus, your guests won't be either.Why Is the Product Important?
So why do we need to bother to identify the product when it comes to marketing? Because if you don't have a good, solid, quality product to provide, then in the long run, your marketing efforts will probably not be successful. You can promote your chorus until you're blue in the face – but if you don't know your music, you're not singing well, and you're not having fun, then your target audience won't get their needs met.
If your product isn't good, the target audience probably won't buy into what you're promoting, and they certainly won't want to be a "return customer" and will probably avoid working with you again in the future. But perhaps the biggest risk of all in not having a good product to provide to your target audience is that if your audience isn't satisfied, they will very likely tell their friends and family and contacts about their negative impression or experience with your chorus.
| 1. What's marketing and why should I use it? 2. The basics of marketing 3. The Product 4. The Price |
5. The Place 6. The Promotion 7. Putting it all together 8. When You're Done |
Site last updated on August 20, 2007
