I compose and write children’s music and am in the process of completing my 4th children’s music CD of edutainment. I have marketed the music online, through articles and columns I write for Children’s magazines, music performances at book stores, malls, schools and community events and through the educational market. However I have found that the “mommy market” is mainly looking for things that are “free”. They love the music but don’t want to pay for the CD or downloads so sales are slow and I am not sure why. Because I like to give it away for free (it’s easy to give it away, much harder to charge for it!) I am thinking about finding sponsors who would be interested in getting their business name out their by sponsoring the products and benefiting by have their business in front of the many educators, moms and children I perform for with the music and books I write. In return for their sponsorship I would distribute my products with their logo on them, have their names on a banner at all my performances, provide them with an ad on my website and provide them with the opportunity to make a difference with young children who might not be able to afford a music CD or children’s book with a message about healthy hygiene and good habits like brushing teeth, covering your nose when you sneeze, etc. Currently I see about 20,000 children a year in the local market. My dilemma is that I have never done anything like finding sponsorship before and am not sure how to begin. Is there anyone who has marketed their products this way? If so any advice would be much appreciated. What is the best way to get your foot in the door with some of the larger companies of the medical industry that might benefit from children learning about healthy habits and hygiene through music. I have tested the music on a variety of different children in many different settings and economic groups to make sure it holds their attention, they enjoy the songs and lyrics and the mom’s and teachers enjoy the music as well. The response when they hear the music and the hits to my website looking for my performance dates show that the music works, so I’m perplexed as to what to do to increase product sales.

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Jay’s Answer: Before you go off and try to find sponsors (which may be a very good idea), I’d focus on the sales themselves. Otherwise, you’ve just added another job for you: finding sponsors, making presentations, changing your CDs/marketing materials, etc.

You have some great numbers. It sounds like you have analytics installed on your site, so you do know that people are visiting. Consider the model that Amazon is doing: letting people listen to 30 second snippets of the music. Give them a reason to stick around. To continue to build your name, if your website doesn’t already, have an opt-in form. You can send monthly schedules of where you’ll be performing, a fun background story or activity to do with your child, etc.

Selling music at your venues is ideal. You have a captive audience who just heard you, and may want to remember your music (and share it with their friends). If you sell your CDs for $15 each, sell two copies of the same CD for $24 – you’d be surprised that the audience will work together to get the bargain. Provide free add-ons to each CD: activities, games, and other websites that reinforce the themes.

If people aren’t buying, then get a friend of yours to ask people at the end of the concert if they’re buying a CD (and why/why not). You need more information before you can create a viable marketing strategy.