Welcome to Jonas Music Services

 

Which 2 changes can make your press kit at least 57% more memorable and 41% more effective?

1. Color. Many musicians take a plain folder and fill it with black and white photocopies. This is fast and convenient but your your kit ends up looking just like everyone else’s! Written materials that incorporate color are 57% more memorable by readers and 41% more effective in eliciting the desired response* (can you say booking?).
   
   Color reinforces memory and helps a press kit stand out from the crowd. But don’t just use any color. If you are a classical pianist, for example, avoid yellow and citrus orange as they will repel your target audience. A Latin percussionist should avoid saturated burgundy and blue. Our marketing analysis uses demographic color association and it’s FREE with every project!
   
   
2. Less Copy. The less copy you include the more likely it will actually be read! Period.
   
   Instead of a 1000-word bio just give your reader the most engaging and impressive facts. Make it easy for them to find the inportant information. Don't make them dig through a page of text to find your best review. Our press kit programs come with copy-writing assistance to help you get the most bang out of each and every word!
   
   

What is the Consumer Adoption Process and how can it help you get more gigs and CD sales?

The consumer adoption process consists of the 5 steps most consumers move through before they buy a product or service.

1. Awareness - "I’ve heard of him/her/them." Presenters, CD & Ticket buyers are more likely to buy when they have heard of you. In fact, being familiar with a company or product is key to most purchasing decisions -- especially more expensive ones. Many major companies carry out branded Public Relations campaigns, not necessarily to sell anything but just to build brand awareness. Musicians need to build a PR presence as well. You can boost presenter/audience familiarity with newspaper, TV, and radio features, postcard and GigCardz campaigns, letters/brochures/flyers, e-mail, conference attendance, showcases, and posters. Remember, the goal isn't to really sell anything, just to plant your name and image in their memory.

2. Interest - "Yes, I’m interested." Now that they've heard of you foster their interest. Help consumers with this process by offering a Call To Action. For example, you can motivate CD purchases with a special benefit: "Buy a disc before 12/5 and we'll donate 10% of every purchase to the Community Music Education Program." This kind of cause marketing is also a great PR angle.

You can inspire presenter interest by following up a conference introduction with an E-Press kit e-mail and personal note.

3. Evaluation - "I’­d like to know more." This is when your stunning, informative press kit, CD, and or Video should arrive for presenters. A colorful postcard or GigCard (with the URL address to your SmartSite Cd Shoppe) will entice Concert/CD patrons. It can be a waste of your money to send these kinds of materials (especially printed press kits) too soon in the sales process. Remember, boost their awareness and interest before you provide the materials for them to evaluate you.

4. Trial - "I will make this purchase." Now your musicianship delivers!

5. Adoption - "I am happy and will make a repeat purchase." Now you have a relationship that requires your continued attention. Stay in touch! After playing a booking send a personal note to the presenter saying how much you enjoyed their space and patrons. Keep in touch with presenters with regular mailings. The same is true for audience members/CD buyers. It is less expensive (and more effective) to nurture repeat purchases and and referrals via current contacts than to continually invest in new leads. In fact, Webtrends reports that it typically costs 5-10 times more to acquire a new customer than to keep an existing one.

What is a USP? Why is it the single most important part of your music marketing plan?

The most important aspect of standing out in a crowded musical landscape is your Unique Selling Proposition (USP). That’s what makes you really different from others in your field. Building your USP starts with a few simple questions: How are your music and performances unusual as compared to others who do what you do? What makes you stand out? The next step is to create a unique, professional and consistent branded image that reflects your USP. Your visual identity (style, color, typography, logo, tag line) should be consistent in all forms of communication -- press kit, website, E-press kit, advertising, mailings, business cards. That way it's easier for presenters and audiences to remember you. A powerful marketing image needs to begin with the USP. The more unique your "product" and your image the more you will stand out.

Which press kit technique can save you approximately $1000 a year?

An E-Press Kit costs far less each month than mailing printed press kits. It’s easy to update and also makes it convenient for presenters to get materials they need like high res. photos, bios, technical requirements and more.

Instead of sending all booking leads a kit, you can confirm interested parties with your E-Kit and then mail a matching, color, glossy kit only when someone is interested, saving you approximately $1000/year**!

Our matching design series helps create a uniform experience for the presenter. Your hardcopy kit will look familiar (since the cover design will parallel your E-Press Kit) instantly and visually moving the presenter to phase 3 of the Consumer Sales Process. You’re literally half way there!

Which marketing strategy is 20-30% more likely to help a presenter remember you and cost 71% less than other direct mail techniques?

Research indicates that people are 20-30% better at remembering things they read in print than on the web.*** So don’t let e-mail or web-based materials be your only contact.

Repeated messages increase memorability even more. The best and most memorable way for presenters and audiences to keep you in mind is to read about (and see your image) regularly. The most inexpensive direct mail strategy is a postcard!

They are 71% cheaper than letters or press kits in envelopes.**** Also you can choose your exact message and pinpoint exactly who and when will read your message. After recipients experience a handful of your messages they will be much more likely to remember you and that’­s the first step to any booking.

Our GigCardz are a short-run, inexpensive, full color solution to direct mail.

* Guerilla Marketing, Jay Conrad Levinson
** When 134 home-made folder press kits are mailed via priority mail per year.
*** Psychology & Marketing, August 2005, as quoted on MarketingProfs.com
**** "50 Little-Known postcard Marketing Secrets, Ideas and Great Ways to Grow Your Business", Custom Postcards and Print Direct.