Meet Striker. He’s our crazy, ten year old Weimaraner. I’m not picking on him. If you’ve ever met a Weimaraner you know they’re all crazy. Since he had his 10th birthday, he’s almost as calm as a Labrador puppy!
But as distracted and hyper as he is, Striker has one of the most important elements of marketing down cold – consistency.
His world is all about a schedule. He wakes at the same time every day. He can tell you what time it is based on how close it is to his dinner time. And he goes to bed at the same time each night whether we’re ready to or not.
He lives and dies by consistency. And if you’re messing with his schedule, he’s going to let you know. There will be tons of pacing, whining and nosing of crotches until he gets back on track! Consistency.
Consistency in Music Marketing
Striker could teach most musicians I know a thing or two about consistency. Consistency is the key to most marketing programs. Unfortunately most artists don’t give their marketing enough time to get the job done.
In today’s instant gratification society, everyone’s looking for that quick hit. Put your song on iTunes and sell 5,000 downloads by bed time. And if it doesn’t happen that way, give up and quickly move on to the next ‘big thing.’
But most sales don’t work that way.
Every marketing plan needs time to work. Not everyone is going to see your Facebook post the first time. They’re not all going to respond to the first email you send out.
Marketing is a process – Not an event
Pause – Rewind and read that last sentence again.
Marketing is a process – Not an event.
Too many artists get labeled an ‘overnight success.’ It sets unrealistic expectations for everyone following in their footsteps. What the 30 minute episode of Behind The Music leaves out is all the doors they knocked on or all the shows they played to four people. You’re comparing your current situation to their greatest hits reel.
At one point they had their own current situation. They spent years building a following and growing a fan base until they reached the critical mass that ignited their ‘instant success.’ Consistency.
Marketing any business, not only music, is a numbers game. By taking consistent action over time, your numbers will grow. Play a show for 30 people, get 5 of them on your email list. Get an interview in the paper and get 21 extra people to your show. It’s a compounding effect.
But it’s when you are inconsistent with your marketing and don’t follow a system that you lose your momentum. By constantly swinging for the home-run you miss all the opportunities you had for a solid base hit. (Jeez, how many metaphors can I get in one article?)
That’s why it’s best to sit down and actually formulate a marketing plan. What are you going to do at every show to generate five new fans? What are you going to do on Facebook every week to strengthen relationships with eight fans?
These are the types of simple daily interactions and plans that can consistently over time build your fan base into a self-growing machine. Once you hit that critical mass of folks, they become your ambassadors and start bringing new fans into the fold. But that doesn’t happen in the first week. It takes time.
What consistent actions are you going to add to your music marketing plan?