Tag Archives: co-marketing

How Can I Market My Music Venue?

We are a music venue with an approximate 500 person capacity. Our advertising budget is very small. I need to know how to best get people to know bands we have playing and how to get them to come to the shows. We currently send mass emails (I do need help achieving a larger email list – currently only 500 names), we send press releases about the artists playing, we list acts on our website and we run a weekly ad in an alternative newspapers listing the bands. However, even some of the best musicians are playing to an empty room. Any suggestions?


Do you have a website? Does the website have music samples of upcoming bands? If I don’t know the band, why would I want to pay money to hear them…give me a taste. If you have video of the acts, put in online.

If you seats are empty, then you have nothing to lose to give away tickets (short term). Depending on age restrictions, give tickets away to the local high school (perhaps for A students) or even junior high. The school bands. What about non-profits to thank the volunteers? Community College Music Programs?

Have a free drawing each week to give away tickets. The cost of entry? Their email address.

If the bands are in town, have them play a very short set in the local town square during lunchtime or the local bar.

Co-market with the local bar. The local bakery (they sell stuff at intermission).

How Can I Get More Customers For A Nail Salon?

I am managing a nail salon in downtown Denver. Currently, there are hotels with nail/salons in them as well as three surrounding nail salon competitors. I have the best location in terms of the busiest location but I want more clientele. I am surrounded by many businesses and the busiest hour for me is lunch time when everyone goes on break. My downtime is the evening time. What can I do to get people to constantly come in at all times? There are many many people walking on the mall and passing my shop each day-what can I do to get them to come in? The shop is rather small and very narrow-it is between a Jamba Juice and a mom&pop ice cream shop and both of the shops get really busy. Should I make a sidewalk sign to show people that we are here? Should I have happy hour?


My wife tends to only frequent establishments that have people in them. So, one idea is to have more people being worked on at your salon. Imagine helping out a local breast cancer or homeless mom’s group – schedule people to come in for a free manicure (etc.). Send out a press release announcing your goodwill within your community.

Do mini-makeovers at the salon. Teach people (teens? single moms?) how to improve their looks easily. You could sign up people through your local community ed program.

Another suggestion – co-market with other stores. While the snack shops might be a candidate, think of the places your clients are likely to go: women’s clothing, women’s shoes, etc. These establishments would be natural partners of yours.

The trick is to simply get people used to coming in your front door.

How Can I Market Sensuality Products?

I have recently signed up to do home parties for a new business called Sensuality. It is similar to Fantasia (same concept) with different products. We do same sex parties, couples parties….anything! Fantasia is so well known that it has been very hard to get our name out there. The person who created the business is doing well with her website and also writes a sex ed column for the local paper. But how can I market myself?? I also have a background in the sexual health field…this is something unique that Fantasia doesn’t have…All my friends have already had parties so…word of mouth hasn’t started to work yet. What can I do in the meantime?


If your products are simply different (you didn’t say, “better”, “higher quality”, “USA Made”, “Hypoallergenic”, “guaranteed”, etc.) then you need to focus on your differentiator: your background in sexual health.

Your approach can be: “Instead of simply buying gimmicks, let me teach you a fun and better way to achieve long-lasting intimacy using our products.” The key is teach / intimacy. Your insight is what will draw people in. The products you sell will be the revenue stream.

Offer paid classes in your area. For the price of the class, attendees get a full-priced credit from your catalog (i.e., if your class costs $25, give them $25 towards the purchase of your products). You’re creating additional value, rather than simply having a free class (which is perceived as a non-value).

Your intimacy classes (for women/men/couples) could be offered through your local Yoga studio, Gym, Personal Trainer, Beauty Salon, Nail Care Studio, etc. Basically, places where people who care about their appearance go. If there’s a romantic restaurant in your area, consider co-marketing with them (use their back room during a slow day). Your local hotel/motel that has conference facilities would be a good bet (once you have advance sign ups, to avoid paying a lot out of pocket).

As you do your presentations, start recording them. They can naturally become a revenue stream in their own right.

If you can’t give up $, then co-market:

If you do your presentation in a music store, and hand-pick music selections to go with your products.

…in a wine shop, choose wines based on personalities, positions, etc.

…in a video store, choose movies that are couple-friendly.

…in a gelato store, choose sensuous flavors.

You get the idea.

Marketing 102: Co-Marketing And Cross-Marketing

(Prerequisite: Marketing 101)

You’ve crafted your marketing message (customer benefit, customer trust, and customer emotional connection). What now?

If you already have a customer base, tell them (email, postal mail, phone calls, etc.).

If you want more customers, try co-marketing or cross-marketing.

Co-marketing is working together with another company to market your products. Generally co-marketed products have a “fit”.

Cross-marketing is a type of co-marketing where the products are loosely related. The relationship can be a simple, “Now that you bought a hamburger, would you like fries with that?”. Sometimes it’ll take a bit of sleuthing to find out what your group has in common – A club affiliation? A love of art? Restaurant? Hobby? A type of car?

Let’s continue (from Marketing 101) our example of Janet, who makes earrings.

Janet could join together with some of her fellow jewelry makers and offer a jewelry show. In addition to advertising the show publicly, each jewelry maker would invite their customers. [co-marketing]

Janet realizes that a number of her customers do yoga. She approaches the local yoga studio, offering to make a beautiful display of her earrings. With the display is her contact information (on flyers for people to take home). In exchange, Janet offers to display the studio’s yoga brochures at her events (or on her website). [cross-marketing]

Both of these techniques require cooperation from other companies. When approaching others, highlight the mutual benefits. Later on, ensure follow-through. Proactively tell your co-marketing partners what you’ve done.