Marketing Your Chorus
(Page 5)The Place
The "place" part of marketing can often be a little bit more nebulous when it comes to Sweet Adelines. In the business world, place refers to the stores, outlets, or distribution methods you use to get your products to the customer. In Sweet Adelines, place would refer more to where you rehearse or perform and how comfortable or convenient that place is for your target audience.
Show Patrons
Deciding on a venue for your show or cabaret is of course a very important decision. If you can't find a place that's clean, affordable, easy-to-find, and has enough seats to comfortably fit your audience members, then you may be wondering whether your show is going to happen or not! For chorus-produced performances such as this, it's important that the chorus find a good venue – because if it doesn't provide a good atmosphere and make the audience feel welcome and at-home, chances are you won't make a good impression no matter how well you sing.Fundraising Donors/Sponsors
Place is rarely a factor when it comes to fundraising. The main thing here is simply that if you're selling tickets to a raffle or some other small chorus money-maker, that you place your order form or tickets in a spot that's easily accessible for them. And as far as show program ads and/or grants from businesses and organizations, they usually just want to know where your show is and/or where your members live so that they know you're part of their community or potential customer base.Performance Contacts
When it comes to performance contacts, you usually have very little control over the "place" that you sing. Of course, when you're setting up the performance, you always want to find out where you'll be singing and what the location will be. Will you be outdoors or indoors? Will there be a stage and/or microphone? How large is the performing area? Is there room for risers if needed? What will the audience be doing while you sing – eating, passing through or socializing, or simply sitting & listening?All of these things are important questions you'll want to have answered before you go in and perform. After all, if they want the whole chorus to sing, yet there's only room for a quartet, you need to know that so that you can either pass on the performance to a quartet or decline the invitation. You wouldn’t want to make the chorus (and the audience) uncomfortable by accepting a performance where you have to squeeze more people on stage than fire codes would allow!
Potential Members
For potential members, "place" would be your rehearsal hall. Is it within comfortable driving distance to the potential member's home? Is it easy to find? Is it in a good neighborhood? Is there plenty of space to park? How are the acoustics in the room itself? Is there plenty of heat in the winter and air conditioning or fans in the summer?It may seem like a small thing – but if the facility itself isn't "welcoming" it may be difficult for the potential member to feel comfortable. You may also want to actively seek out carpool opportunities for potential members. Even if they live close by or can easily find the school, this will help the potential member get to know other chorus members. If there's a place nearby where many chorus members go after rehearsal to socialize, make sure the new member knows this & is invited too. If she's willing and able to go, this will also help bring her into the fold.
Tips on the Place Component
Although place is somewhat of a no-brainer for Sweet Adelines, if you DON'T have a good place to sing or perform, you will quickly realize how crucial this is. When marketing your chorus, you always want to know & be able to communicate where you are and how to find the chorus or your performance. If the "place" changes for your rehearsal or performance, be sure that this is made very clear to members and to your target audience. The last thing you want is a member, potential member or show patron showing up at the wrong place only to find themselves alone, lost and more than a little bit sheepish.
| 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
