Question

Topic: Advertising/PR

Recording Company Needs Help To Be Heard

Posted by Anonymous on 10/13/2011 at 9:21 PM ET 250 Points
My Southern California company specializes in location recordings of large ensembles Symphonies, Operas, bands, and Choirs. I have worked with many people of noteriety to a great degree of success.

I've been haveing a problem extending my client base. I've launched e-mail campaigns. Sent advertisements via mail. All of my communications have been directed towards my target audience. I've created a website which I maintain as well as professional business cards that i handout when meeting prospective clients. But my client base has not been growing but at 1-2 clients a year... I've been networking maintaining strong connections to the clients I already have, but I'm needing advice as to how I can further advance my services. Thanks!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/13/2011 at 11:36 PM Accepted
    Are you losing clients as well or are you simply growing your company too slowly?
    How regularly do your clients need recordings? Are you better targeting the venue (where you might know the nuance of recording in those spaces) or musical groups?
    Are the recordings (are these audio-only or A/V) for sale or promotional purposes?
    What about your competition - are they increasing? How are you better/different from them? Do you have any major awards you've won from your recordings to show your excellence?
  • Posted on 10/14/2011 at 2:45 PM Accepted
    Let's start with your target audience. How do they decide when they need a recording? What activity stimulates awareness of the need? Once they decide it's a good idea to record, how do they go about finding a professional to actually do what you do? Do they do a web search, or do they ask friends for recommendations, or do they read some trade publication?

    And then what criteria do they use to actually select the person (or company) that's going to get the job?

    It's really important to understand this process in order to know what you will need to do to get into the consideration set and/or to convert the prospect. For example, if most of the time they do a web search, you might want to start a search advertising campaign. If most of the time they ask friends, then you will want to make sure your current customers know you're actively seeking referrals. Etc.

    Of course, you can do everything, but then you'll probably realize that the old 80/20 rule applies: You get 80% of your new business from activities that take just 20% of your time and budget. Better if you can identify the 20% right away and save all the inefficient effort (and money).
  • Posted on 10/14/2011 at 8:38 PM Moderator
    Sean, your website is all about YOU! It needs to present the BENEFIT you will deliver to your target audience. What's in it for them to contact you? Why should they even read your welcome page? What's in it for them?

    You don't need much more copy, but you need to re-frame the whole thing in terms of the benefit prospective clients are seeking, instead of what you want to do. And there should definitely be a clear call to action. (Your phone number is lost in the image; very hard to spot it.)

    Start by putting yourself in the shoes of your ideal client. If you went to the website, what would YOU want to know? Other than the words "Audio Engineer," where does it tell what benefit you deliver, who your target audience is, or what a site visitor should do if they're interested?

    The list of famous clients is not nearly as important as the benefit you deliver, the REASON those famous clients decided to use your services, and testimonials that provide social proof of how delighted they are with the work you did for them.

    Hope this helps.
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