Maximizing Your Profits and Building your Fan Base at a Small Gig
By T. Perry Bowers
What’s more fun than playing to a packed house and making some money while you’re doing it?
I have to admit though, I’m not great at the making money part. My band is made up of guys who have been in the scene for a long time. We play to our friends and fans who have been with us forever. Over the years, I have gotten lazy but I have set an intention to do better. In the past I have had discipline with these techniques and they really do work.
Email List (Social Media and Text)
Social media is pretty good, but an email list is more powerful. If a fan actively signs up for your email list he wants to know when you’re playing next. So when he gets that email in his box he will be interested.
Social media is more passive. Just because you are someone’s friend doesn’t mean they actually like your band. So be careful about intermixing your friends list with your band’s fans list. It’s really good to keep a completely separate list for email and work it.
When you’re mingling with people, after your set, ask them if they want to be on your mailing list. People rarely say no to something as simple as giving their email address, especially when it’s in person. Don’t take it personally when some of them unsubscribe though. You will lose some.
Drum head Logo
Ringo Starr had The Beatles logo emblazoned on his kick drum because that kind of marketing works. If you tune into the Ed Sullivan show after Ed has announced the band, and they have a drum head logo you still know who the band are. You can also get a banner and hang it somewhere, but the kick drum head logo is simpler. It’s always there and you don’t have to think about it.
Sell Alcohol
You are playing on stage for one reason: to sell alcohol. So sell it. Talk about drinking beer and having a shot or two. This is a party. Ask the fans to buy the band a round of drinks. We do this and usually someone will set us all up. If it catches fire, you might even get a second round. That’s another eight beers. They’re more than likely going to get themselves and their table a few more too. They want to keep up with the band. Make it fun. Make it easy for them to justify another drink or another round for their friends. Help them to forget that they have to wake up for work tomorrow. Live in the now – it helps you get paid.
Sell Merchandise and Music
It’s helpful is to have someone manning the merchandise table at all times, before during and after your set. People will buy your music and t-shirt while you’re playing. In fact that may be the best time. They like one of your songs and ask if this song is on one of these CDs. The merchandise person (hopefully friendly and attractive) says, “yes it’s right here.” Boom. Sale. You’ve captured a spontaneous purchase.
Up Sell – House Party
Decide what your band would charge to do a house party and sell that at your gigs. I think it’s reasonable to charge $500 to $2000 for a house party depending on your band. If you are an original band who is fairly unknown, you might start at $500. If you are a cover band that can play three sets, a couple grand is great. Keep in mind, you’re going to need a PA for the gigs so if your rehearsal PA isn’t adequate, you’ll have to rent something. Offering an up sell option is a great way to pull in extra cash.
Credit Card Machines (Checks)
Most people don’t carry a lot of cash around nowadays. Be prepared to take plastic. Get a square reader or a PayPal reader. Try to eliminate excuses for anyone who wants to buy something from you. I would even take a check. The likelihood that someone is going to bounce a check is very slim and I think the benefit outweighs the risk.
Have Clear Agreements About The Take
Sometimes another band books you on their show with them. Sometimes it’s the booking agent for the venue. Either way ensure you have clear agreements about who gets how much money and when. Some venues send checks out after the gig but most pay at the end of the night. Some venues write checks, some venues pay cash. You don’t need a formal contract but make sure you have it in writing. An email outlining the percentages and type of payment if sufficient. Oh, and make sure someone from your band sticks around until the end of the night to get paid. If you don’t grab your money when it’s being doled out, you may never see a dime. Collecting from bands and venues after the fact is a losing battle.
Figure Out Who’s Booking and Set up Another Show
If the booking agent is there ask him to book you again right then and there. The whole band is there. You can all hammer out a date without the email run around trying to get everyone on the same page. If the night is a success, corner the booker and get another night. If the venue is packed and people are drinking, you could even re-negotiate terms. Use that leverage to make more money on your next gig.
If you put these practices in place, unless your band really sucks, you are going to have more success. Give it some time and let these techniques become your rhythm. Plant the seeds and they will bear fruit.
