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Nurture Your Contacts to Maximize Publicity and Bookings Cont'd
by Jerri Goldstein
As you attempt to get your gigs reviewed, invite the music critic especially when you open for someone better known. They are very likely to have interest in seeing the main act, but your invitation just might get them there early enough to finally catch your show. Again, as you keep your media contacts informed about upcoming gigs, they may eventually accept one of your invitations.
2. The Guest List -
Once you've offered the invitation, make sure to have their name on your guest list. If your contact actually comes to the gig and finds they have to pay to get in, they may very well turn around and leave. The club may only offer you a few guest slots so plan your invitations wisely to accommodate everyone important to you. Don't offer more invites than are stated in your contract. That's irresponsible, unprofessional and shows a lack of respect for the club and demonstrates that you don't read your contracts. If you want to invite additional guests and you've reached your comp limit, you can check with the club booker and ask if your guest list could be expanded to accommodate a few more. If that is not possible you could offer to buy the tickets for your important guests if they show up. It won't matter to the guest how they get their tickets as long as they don't have to pay for them. Let your intended guests know that their name is either on a guest list at the door or that tickets are waiting for them at the box office under their name as your guest.
Now, you have managed to get on your guest's good side. The next time you call, it is more likely they will answer or at least return the call. Eventually, these small acts of courtesy may help you achieve the goal you've set out to accomplish as it relates to a specific contact.
3. After Gig Follow-up -
The relationship building doesn't end once you've played the gig. After all, you want to play the gig again next month or in a few months or at least next year. I like to make a follow-up call within a few business days after playing the date. Speak to the booker and let them know how the gig went for you and thank them. More importantly, though, ask them about their experience. You want to know if there were any problems that you can correct next time. It is important that they know you care about and support the club and if a problem occurred because of anything your act did, you want to know about it and want to fix it if possible. Demonstrating your concern is key. Taking action to remedy any problematic situation is crucial. Making the phone call to inquire about the results of your gig is the first step toward getting another gig and solidifying a lasting professional relationship with the venue. If you haven't incorporated making after-gig follow-up calls into your booking routine, start with your very next gig.
A similar approach should be followed with media and booking contacts that actually showed up at your gig after being invited. If you eventually get to the point of inviting other industry personnel such as agents, manager, label A&R, distributors, etc., follow-up calls or notes would enhance your relationships with them as well.
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