While on a recent trip to Boston, I was having a blast at Quincy Market at the time and saw a charming street entertainer. I do not know about you, but I adore a good street entertainer. You know, one who engages people is awe-inspiring in what they do and inspires you to sit to watch. Particularly interesting for this street entertainer, however, was the amount his earnings were at the end of his show. I’m guessing:
HE MADE APPROX $200 IN 30 MINUTES!!
Let me say that the man was gifted; however, he also employed several clever and effective marketing strategies to assist him on his route. I was wondering, “if you can do everything in just the span of 30 minutes, should we small-scale entrepreneurs be able to implement them on a daily basis also?”
1) Location… Location… Location
It’s not surprising that the location is important in marketing, but often we don’t think about it. The performer in question chose his spot perfectly. He was set up near the far end of Quincy Market, which is where people usually leave with food. It was an open space with steps that were staggered, which let everyone sit down and relax and take in the spectacle.
2) Timing
It was lunchtime. The peak time for the large number of people who visit in a prominent Boston place famous for its lunch options and a time that people take time out and are looking for some entertainment as they enjoy their food pleasures.
3) Viral Marketing
Before you knew the event was taking place, you could feel the cheers of the crowd, making you want to know the source. He was a master in securing the handful of first people to spread the word about his cause, and, as a result, the audience he was targeting grew ten times over!
4) He Delivered
There’s a way to draw customers, but in the field of service, you must deliver. Otherwise, you’ll not be paid. The audience was captivated by his talents and daring humor, and he kept the show fun and with humor. In other words, he was worth my time and money.
5) He read a story as the service was being performed.
It’s likely that you already know that I’m a big fan of marketing stories. The man had a great background that made you realize that you weren’t watching just any street entertainer. In his account, the performer shared his factual information in a simple manner. He’s been doing it for ten years across the globe; however, Boston is where he is at his hometown and (of course) his preferred venue to perform.
6) He made a request for what he wanted and demonstrated the importance
The man did not only stand up and defend donations, but he also stated his cost. In an age where $2 is most likely standard, he demanded specifically for $5, if they had it, and he pointed out, “where could you find entertainment for a half-hour for just $5.”
The marketing he put into it proved successful. When he was done performing, I counted around fifty people who attended and made a donation (including me). I’m able to tell that some of them gave him more than $5 because of his performance, and I’m guessing others gave him less; therefore, I believe I’m conservative in estimating that he earned $200. This isn’t bad for 30 minutes of work.
I’m sure we’re today encouraged to make use of many of the amazing marketing tools that are available such as Social Media, SEO, Google AdWords, and other effective offline strategies. However, every now and again, it is refreshing to hear someone remind you of the classic basics of successful marketing. I encourage you to examine the fundamentals of your own marketing and find out whether this street performer might have mastered the basics better than your company.
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