Butts In Seats

Monday June 30th, 2014 – Island Lake, IL

It’s Half Year’s Eve, and if I owned a bar or comedy club I’d make a big deal out of it and milk it for all I could. Too bad I don’t want to own a bar or a comedy club, but if I did this would be a big night – at least on paper. The trick is always getting butts in seats. It’s damn near impossible.

I’ve said it before, but only because it’s true. I challenge absolutely anybody to create any kind of event whatsoever from scratch, and get at least 100 people to show up. I’m not even worrying about paying customers, I’m just talking about attracting 100 pairs of butt cheeks into one room.

The butt cheeks don’t even have to be attached to a head. 100 seats filled with 200 butt cheeks. That’s the challenge, and a monumental one it is at that. I’ve been trying to do it for decades, and I haven’t succeeded on my own more than a fist full of times. I have total respect for promoters.

There are too many variables to count as far as what can go wrong to spoil any live event. Bad weather can keep customers away, but so can good weather. If there’s a storm, people don’t want to leave the house. If it’s a beautiful night they might feel like doing something outside instead.

Time of the month can be a factor as well, in more ways than one. People get paid at different times of the month, but usually it’s around the first and the middle. If there’s an event later in the month, customers may have full intentions of attending but there’s just no more money to spend.

Sometimes with couples, “time of the month” can absolutely be a factor. That may seem gross, but it’s a fact. P.M.S. can mean S.O.L. as far as getting someone to come out and attend any live event. Nobody ever thinks about any of this unless they have tried to promote events themselves.

I’ve lost my ass so many times trying to promote my own various live events I have to sleep on my stomach. It’s uncanny how many times I have happened to be competing the same night with a major sporting event – or worse yet a minor sporting event that was only important in the town where my event was. I’ve been bankrupted by high school football games, bake sales and bingo.

Promoting one’s own events is an unforgiving mother – giving with one hand and taking with the other. Just because something works one way one time is no guarantee it’s going to work all the time. I’ve had weekends where one event goes well and I make a halfway decent profit, but lose it all and then some on the very next night when some fluke power outage closes the doors.

Bigger businesses have problems like this too, but they have much more of a cushion to be able to absorb the punishment of one night gone badly. If I take it in the shorts, those shorts may well be soiled by the following morning. It’s a risk to be a promoter of any kind, but there are rewards as well. If one is willing to roll the dice and roll up his or her sleeves, good things can be in store.

I’m going to start promoting my own shows in the very near future. I am willing to take a risk and lose if it’s for me, but driving hundreds of miles for someone else without a guarantee that’s worth my while is not what I need to be doing ever again. I did it far too long, and it never paid off. If I’m going to work for any clueless imbeciles, that imbecile is going to be ME. Nobody is going to watch over my career like me, so it’s plain old smart business. I’m ready to get started.

No matter the size of either, butts in seats is what the entertainment business is about.

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Marketing In Motion

Saturday March 15th, 2014 – Springfield, IL

Our worst fears came true this weekend, and the turnout has been small at Donnie B’s Comedy Club in Springfield, IL. There’s not a whole lot anyone can do, as Donnie was out there hitting it hard like he usually does. He’s always got a load of posters in his car, and we made the rounds at the local radio stations as is customary when I’m here. For whatever reason, it was a slow week.

It upsets me when promoters lose money, but especially Donnie B. There just aren’t that many club owners that hustle as hard he does to fill his club, but this just isn’t a ripe market. If he had a club in a big city – and I wish he did – I’d be sitting pretty. Still, I enjoy working for him here.

One thing I especially like is that he has his headliners do an hour rather than the customary 45 minutes. It’s a great workout for me, and I enjoy the challenge. He hosts the shows and promotes what he needs to, and then brings up an opener that does maybe twelve minutes tops. I love that.

It’s great practice for me, and the audiences are usually very friendly and receptive here for the most part. Even this weekend when the numbers weren’t big, each one of the four audiences was really into the show and I had a blast. I made up my mind to give them my very best – and I did.

One thing I need to work on is my sales pitch for merchandise. That’s a tricky procedure, but it needs to be done. It can’t be too long and ‘salesy’, but it needs to get the point across that I’ll be available after the show to meet and greet if they want to say hello. I consciously worked on my presentation all four shows, and it worked splendidly. I ended up selling something every show.

I have to credit my friend James Gregory for planting this seed, and he did it years ago. I have been dabbling in it, but I need to jump in with both feet and DO it. There’s a lot that goes into an effective sales campaign, and it all starts with the pitch from the stage. That’s what I worked on.

I also worked on including all things Uranus. I have some funny prototype t-shirts, and there is no reason I shouldn’t start selling them. I’ve had them for a while, but I never tried to push them from the stage. What a yutz I was, as they’re very well made and really funny. This week I threw them out there, and they were a big hit! It made me very excited when I saw them draw interest.

I know this gimmick is a winner. I can feel it. I sold the point that Uranus was discovered this week in 1781, and that I was starting a club called ‘The Uranus Movement’ for Earth inhabitants that were sick of the insanity here and wanted to escape. I didn’t sell the king just yet, but I will.

I have a book mark that says ‘I (heart) URANUS’, with the heart flipped upside down to look like a butt. Those went over like gangbusters, and I gave away a ton. It has my Twitter account listed which is @UranusTweets. Now that I’m giving these out I need to tweet something daily.

This is all part of the marketing game, and I’m making tremendous strides because I’m making it my focus. My shows are already rock solid, and they were again this weekend. I knocked it out of the park, and that’s not bragging. I know what I’m doing on stage. Offstage is the challenge.

That will come in time too, and it will be sooner than later. I will eventually discover where the exact right place in the show is to include my pitch, and it will be seamless. I’ll learn what to say, and when and how to say it to bring in the most sales. I’m already up there, why not sell product?

There’s no crime if someone doesn’t want to buy anything. I’ll still talk to them and be friendly like I always am. People will see that, and it will add to my sales. I need to organize myself as far as my table display goes as well. That’s going to take some work as well, but I’ll get to that too.

I think there should always be something free available for someone to take home with them as both a souvenir and a promo piece to pass out to their friends. The Uranus book marks are great, but I need something for Mr. Lucky and also the “Schlitz Happened!” show. I’ve got work to do.

I also need to come up with a package deal that people can buy that gets the numbers up. I have a one hour DVD shot in HD with three cameras done by my friend film director Mark Gumbinger. I’ve had it for two years now, but haven’t sold it heavily. What am I, an imbecile? In a word – YES.

I’m smartening up in a hurry, mainly because I need money more now than I ever have. I never felt comfortable selling merchandise before, but those days are over by necessity. I’ve got quite a few products to offer, and they’re not junk. The DVD is better than 99% of what I’ve seen others offer, and I shouldn’t feel ashamed to proudly display it after shows. It was hard work to make it.

Dealing with t-shirts is also a learning experience. The Uranus shirts are very well done, so I’m not ashamed to sell those either. They look professional, and the shirts aren’t those super cheapos like I’ve seen that will disintegrate with a single washing. I spent extra to maintain some quality.

I have six different varieties, but I only brought out three this weekend. That was enough, and I had all I could handle with that. I learned a lot, and it was fascinating to watch people’s dynamic as they decided what they wanted to buy. I sat back and shut my mouth so I could observe it all.

Sizes are always a part of shirt sales. I had two moms buy shirts for their teenagers, and wanted mediums. I only have XL, and even though that wasn’t what they wanted they bought because of the Uranus gimmick. Another guy wanted a 2XL, and I didn’t have that either. For the future I’m going to have to figure it out, but I will. Even getting it this far was a victory. I’ll keep working.

Price is another issue that’s going to take work. I charged $15 each for the shirts and DVDs, or both for $25. That’s a lot of money in my book, and I have to get that out of my mind as quickly as possible. I would always sell my CDs for $10, but I’ve seen people sell theirs for $15 and $20.

That extra money adds up, and I forced myself to smile and say the price rather than add “ But I’ll give them to you both for $10”. I have to learn to value myself and my products, and I’m on my way to doing that. In a very short time I can see myself having a system in place that works.

This weekend was a flop attendance wise, but a raging success in the fact that I was able to put a marketing plan into action and still give those that did show up hot shows. Thumbs up Uranus!

The great James Gregory may be trying to look crazy in this picture, but he’s hands down THE best comedian marketer I have ever seen.

His fans adore him, and I can see why. He’s all about them, and gives them what they want. He’s the real king. http://www.funniestman.com.

Heywood Banks runs a close second. Despite the cultivated crazy look, there’s a razor sharp mind in there. He gets it.

His CDs are hilarious, and he’s got other stuff too. Find him at http://www.heywoodbanks.com.

I’m modeling my own marketing after the best. I’m working on my cultivated crazy look, and a varied product line is to follow.

Want a free book mark? Send me a mailing address and I’ll send you as many as you can handle. Get BEHIND The Uranus MOVEMENT!