Is Your Show "Cool"?

Learning from a Grey Goose

I have a confession. I am addicted to audio books. I drive A LOT! I find it’s the best way to take advantage of all the driving time to and from shows.

I just finished listening to Chasing Cool, an audio book by Noah Kerner & Gene Pressman, while driving home from San Diego (same area as I found the Ostrich Egg).

They have figured out ways of making your product or service be "COOL" (ie. Ipod, Nike, etc..). They tell a fascinating story about Grey Goose Vodka and how the creator, a guy named Sidney Frank, created the vodka and made it the most PREMIUM and SOUGHT AFTER VODKA, period... in less than 7 years.

Now pay close attention, because his strategies can be used by YOU to sell your shows.

Let's think about this. In general, his task was to convince the public that his tasteless, colorless, non-descript alcoholic beverage was better and made you feel more important than drinking the other guy's tasteless, colorless, non-descript alcoholic beverage.

How'd he do dat?

First, Sidney knew that to become the "it" vodka, he would have to appeal to the high end drinker and also the less financially fortunate vodka guzzler.

Ok. First, the high end drinker (the connoisseur)

1.) The vodka is produced in the fancy schmancy “Vodka region of France”. Who knew that there was a vodka region of France? Does that really make it taste better? No. But it is “imported”. That’s one of the most high end words you can use. Also, France is where we perceive all the great food and beverage to come from.

2.) He imported the bottles in wooden crates like fine wine is imported. More expensive than the conventional cardboard, but adds perceived value.

3.) Charged $30.00 a bottle, double the price of the most expense brand of vodka at the time (Absolute). Gave additional perceived value.

4.) The Beverage Tasting Institute named Grey Goose “World’s Best Tasting Vodka” . Sidney used this as his USP and created an entire campaign around it.

Ok, how about the low end guzzlers?

1.) He got 8Ball and MJG to put it in their rap Almost Famous. Upon the release of Almost Famous, Grey Goose sales went up 600%.

2.) Other rap artists copied them and for a while, every drink in every rap song or video was “The Goose”.

Add a cool frosty design on the bottle and voila! You’ve got the drink that is perceived as the highest, most premium brand of vodka around.

Here’s the funny part and THE BIG LESSON.

Although the perception is that premium Vodkas taste better than low end vodkas, the truth is that they almost all taste exactly the same. In fact, most folks drink vodka with a mixer (O.J., cranberry, Red Bull) that masks the vodka taste completely.

Here’s proof. In a taste test put on by the New York Times, premium and ultra premium vodkas tested no better than the lower priced ones. In fact, Smirnoff, arguably a low end vodka because of the labeling and reputation, won the taste test HANDS DOWN!

So now the question for YOU is this: How is your show different than the others in your market? If it isn’t that different, than how can you convince your market that it is BETTER... MORE HIGH END... WORTH MORE... MORE FUN.. MORE EDUCATIONAL.... whatever! This is YOUR TASK.

There are gigantic lessons throughout this blog on how to do it. If you didn't get them, read it again while thinking about it.

Work on it and figure it out and you’ll have a huge advantage over your competition!

To learn more about how to position yourself as different than your competition, check out the Rebel Entertainer’s Show Building Course pages 20-31.

Dedicated to your Success
John Abrams
Vodka drinker and Rebel Entertainer

The Fred Phenomenon

How To Create Millions of Fans

I'm a big fan of children's TV shows. I grew up with Gilligan's Island, I Dream of Jeannie and The Brady Bunch. I still occasionally watch some of 'em with my kids on the random satellite channels (especially Jeannie, because I had a crush on her for years. I think my kids are suspicious).

Since they watch MY shows, I, in turn, have to sit through THEIR shows. I think I've seen the same Hannah Montana episodes about 20 times each!

But the other day, something AMAZING happened. I believe, probably the first time this thing has EVER happened in this way on this large of a scale. Juna and I both sat in aw and wonderment!

Here's what happened. We were watching a commercial advertising a brand new Icarly episode. If you haven't seen Icarly, it's a kids sitcom on Nickelodeon about a girl (Carly of course) and her friends that have a webshow. Cute show.

They were advertising the guest appearance of Fred. Both Lily & Juna went completely ape-shit!! "omg, Fred, I can't believe it...."

Now, who's Fred? If you surf youtube at all, there's no way you can't ... know who Fred is. He’s the crazy, high voiced, insane teenager on youtube that always needs his meds. He’s become a viral phenomenon. He’s posted I don’t know how many videos on youtube, each getting 7 to 15 million hits.

Just about any kid with internet access loves Fred (and many adults including me)! That’s a butt-load of fans.

So what does Nickelodeon do? They get him to guest on their show about a webshow. Why is this so amazing?

Let’s see, Fred has millions of internet fans that were driven to the Icarly show through his sites. Icarly has millions of fans that are now introduced to Fred. Yes, they have a lot of cross over fans (fans of both already), but millions of new people are introduced to both shows OVERNIGHT. The show will play over and over and over (that’s how Nick does it).

That’s a multi million person increase in each fan base. That adds up to lots and lots of advertising dollars. That’s one idea. Millions of dollars. Wow.

Disney must be pissed! But I guarantee, within the next few weeks, you’ll see Disney copying this model.

The Big Lesson:
Actually there are three big lessons here. First, Disney will model this and perfect it, add the Disney twist and make the idea even better (that’s what they do). So the first big lesson is this: What processes/systems do you see that you can model. Take a look at the people in and around your field that are successful, and model their “system” or “method” for becoming successful.

Secondly, can you combine your list of customers with a friend’s list to increase both of your businesses? Most customers have to do more than one event. Why can’t those events involve you and your friends?

Lastly, when you create a win win situation for everybody involved, there’s no stopping you.

Dedicated to your success!

John Abrams
Fred fan and Rebel Entertainer

"Inspiring Live Entertainers to Create Innovative Marketing and Breakthrough Performances"

www.RebelEntertainers.com

P.S. If you want a terrific money making model to look at - that has every piece of marketing material that I’ve used in my entertainment business to make literally hundreds of thousands of dollars. Material that is ready for you to steal, change with your information, and use for your own business - then you need to invest in the Rebel Entertainer’s Success System. It has all that and more. Click here to find out all about it.

PSS - Oh, by the way, if you want to see my favorite Fred video Click here.

Making More Money Twisting

I normally don’t write about one particular industry. But I was so inspired by my visit to the recent Twist & Shout balloon convention, I felt compelled.

On a personal note, the folks at Twist and Shout were some of the nicest people on the planet. No egos. Very giving, open to new ideas, and ready to learn. A GREAT EXPERIENCE.

Now, on with the subject of Making More Money In Your Twisting Career. The question I got asked the most at the convention was simply “How do I make more money?” Everyone from line twisters to folks that already have a “Show” had the same question.

I did a lot of thinking about this. And I came up with a number of ways to DRAMATICALLY INCREASE YOUR INCOME. But before we talk about the solutions, let’s bring up a few problems that balloon artists have when trying to sell their services.

Problem #1 - Whether you like it or not, the general public has the perception of balloon artists as “The guy at a birthday party that twists swords and doggies for my kids”. They don’t understand the talent and the value that you bring to an event.

Problem #2 - Most balloon artists charge by the hour. No matter how much you charge per hour, you still can’t make more than an hourly wage.

Problem #3 - We love twisting! This is a double edged sword. At the convention I heard on more than one occasion “I’m happy as hell to get paid any amount for something I’d gladly do for free”. It’s OK to love your art. In fact it’s a requirement. But what your doing has HUGE value.

Most balloon artists are dramatically undercharging for their services. I’ve seen your work. I know how intricate an art it can be . I understand the “Wow” factor when someone first experiences an amazing balloon sculpture. THAT‘S WORTH A LOT OF MONEY.

So, the question becomes…



HOW CAN WE CHANGE THE PUBLIC‘S PERCEPTION OF BALLOON ARTISTS?

How can we convince a potential customer that what we have to offer is worth way more than what they are used to paying?

It’s a pretty broad question. And there are a hundred different answers. I’m not even going to attempt to answer them all here. There’s not enough space. But there’s a secret formula that entertainers all over the world have used to increase the perceived value of their show. I am now going to reveal it to you, free of charge, no strings attached. Are you sitting down. Here we go.

The big secret is this.

To increase the perceived value of your services you must answer this question:

“What do I offer that no other entertainer in my field offers and why should someone pay more for my services than they pay for anybody else even remotely in my market?”

That’s it. Answer that question and you will DOMINATE your market and get payed more than any other balloon artist in your market..

But how do you do it. How do you offer something “different”. If everybody is offering balloon twisting at an hourly rate. Or a small show and 30 minutes of twisting for one low fee, how do you break the mold.

Here’s one very good answer: Package Selling.

Instead of selling twisting at an hourly rate, sell in packages. Have additional services that increase the perceived value of your art. Offer at least two, but better three, different packages.

Here’s some examples:

Package A
- Comes with 1 hour of twisting
- Plus a balloon dress for the guest of honor - “Imagine the look on your guests face when your daughter walks in wearing an original piece of art….”
- And an autographed picture of the Balloon Artist with the girl and the dress
(Of course you’ll put it in a cardboard frame with your name and contact info all over it)

Total Fee is ____________
- Over one hour is _______ per hour (a huge rate)


Package B
- Comes with 1 hour of twisting
- Plus I arrive early and make sure the party is decorated with 15 large balloon sculptures

Total Fee is ____________
- Over one hour is _______ per hour (a huge rate)

Package C
- Comes with a 1 hour of twisting
- Plus a custom made life-size balloon sculpture of the guest of honor, ready to greet your guests when they come to the door


These packages are worth way more than an hourly rate. You may or may not have the skills right now to offer these particular packages. But these are just examples. Be Creative! You’ve got to offer them something different!

Here’s an idea if you do strolling.

Most people sell strolling balloon twisting. The interesting thing is that the perceived value of “balloon animals”, no matter how intricate, is fairly low.

You and I both know that when you twist in front of people, you are entertaining them at the same time.

So, instead of selling “strolling balloon twisting”, sell the same service as “An hour’s worth of Mini Comedy Shows for groups of 2-7 people at a time, and at the end of each, one lucky participant gets an original piece of balloon art”. That will increase the perceived value of your service.

What you do IS ART! We just need to convince the rest of the world that it’s so!

If you MUST sell by the hour, and the client is not interested in anything else you have to offer, here’s a way to increase your pay and the perceived value of your hourly rate.

Package A
Doggies, Swords and Simple Hats for every guest
(Very easy and you can whip them out quickly and easily)
One low price of ______________

Package B
Looney Tune Characters for every guest
Plus a super sculpture for the guest of honor
Medium price of ______________

Package C (for the small audience)
Extravagant Balloon Sculpture for every guest
Plus a super sculpture for the guest of honor
High price of ________________


Now, of course, this is just scratching the surface of your full potential of what you can create.

Think Outside of The Balloon!

One last thing: To charge more for your services, YOU MUST BELIEVE THAT YOU ARE WORTH IT! When you give someone a price that is double or triple or even ten times what you’re used to charging, you must believe that they are getting value. That your services are worth even more than you are charging. That they are lucky to get you at all. Once that idea is deeply ingrained in your psychological make-up, you will make more money.

Good luck and may the latex gods be with you.

Dedicated to your success…
John Abrams
Rebel Entertainer
Inspiring Live Entertainers to Create Innovative Marketing & Breakthrough Performances

P.S. For more info on package selling and increasing your perceived value, I urge you to invest in the Rebel Entertainers Success System. It’s worked for many other entertainers and it will work for you.