Tantalize Clients with Private Concerts
and Watch Your Business Grow
My wife and I were both excited when
our neighbor invited us to attend a live
concert in their home. It was an intimate
event featuring a contemporary trained
musician playing a private concert and
interacting with just a few close friends and
neighbors…outstanding in every way.
The musician’s name was Jesse Terry,
a singer/songwriter, and as his Taylor
guitar and robust voice filled the room, I
couldn’t help but think that many of your
customers would appreciate experiencing
such an event. In fact, I suspect hosting
a private concert in your showroom or
home would have a lasting impact on
how your top clients view your business.
What’s more is that the cost of putting on an impact event like this is
nominal. So you could host a few concerts throughout the year and cover
a wide range of clients and professionals like the architects and designers
which whom you are aligned. If intimate client relations and differentiation
is the key, I can think of no better way to set you apart from the crowd.
Here’s how to put on your own event:
1 Select your target guest list
In this case, I would invite two groups of clients–those you have
done work for in the past and their guests who will likely be your future
clients. Doing so builds relationships on two levels: strengthening your
bond with existing customers and developing trust among a new client
pool. Additionally, you might invite influential professionals that you want
to enhance your relationship with going forward. Remember, these pros
are where valuable referrals originate, and you’ll want to be top-of-mind,
so their referrals come your way.
2 Select your artist
This is easy to do when you know where to look. One terrific
resource is web based at www.concertsinyourhome.com. If it’s classical
music you’d prefer, try www.privaterecitals.com. Both are free resources
that have hundreds of vetted artists, each with experience in small-venue
performances. This way you avoid amateurs and work with professionals
who will put on a solid performance for your guests.
If intimate client relations and differentiation is the key for your business, there may be
no better way to set your company apart from the crowd than to host a private concert
in your showroom. Here, singer/songwriter Jesse Terry plays his Taylor guitar at a
similar event at the home of the author’s friend.
3 Set your budget
Typically private concerts request a donation by each attendee for
the artist. This varies from $10 to $20 per guest. In your case, you’ll pay
the artist for your guests. That means if you invite 25 guests, you can expect
to pay the artist $500 plus travel expenses. Say the artist total is $1,000.
Next plan for any catering and transportation you plan to provide for your
guests. Say another $500. Then consider the promotional opportunity of
sending press releases and photos. You can do this yourself or hire a PR
firm. That’s another $250. Are you getting this? You can put on a firstclass
impact event for under $2,000. If you sell just one system from the
effort you’ll get a tremendous return on your investment.
4 Prepare your space
Make sure that you have all of your company’s systems integration
bells and whistles active and operating in your showroom. How cool would
it be to have your automation system change the lighting, background
music, and room ambiance during the different phases of the concert? You
already do similar automation scenes in theater room demonstrations, just
apply that same thinking, do a little programming magic, and your guests
will be awed.
5 Conduct your private concert
You can do this as you would any project, by making a timeline with
assigned tasks to it, i.e., send invitations, confirm RSVPs, schedule talent,
schedule catering, send follow-up thank you cards, etc. If you need help with
an event scheduler/planner, send me an email and I’ll send you an Excelbased
check list to follow or download a planning template from the Microsoft
Office template site, www.office.microsoft.com/en-us/templates. Conducting
an event is just like doing a job; it takes planning to come off right.
6 Be a gracious host; enjoy the show and your company
Interact with the artist and set the tone of fun but serious
entertainment. We all know that the clients we serve–or at least our best
clients–buy from the people they like and trust. This is your opportunity
to be sure they do both while you build credibility with potential clients.