Smaller Budget Headliners: Champagne Sound on a Beer Budget
Even with a small budget, you should utilize entertainment with the same objectives in mind—as a marketing tool. Use your headliners to:
• Promote events
• Reward customers
• Increase sales
• Introduce new products
• Recognize employees
• Enhance brand image
As “convention bands” are popping up all around the USA with costs from $7500 to $22,000, there is even more reason to use headliners within that same price range. Plus using the headliners names generally plays much better in the invitations, save-the-date notices, sale of tickets, etc.
You say you don’t have any money? Get someone who does to support the entertainment which best meetings your meeting or event’s goals. In other words—sponsors! Just like the major motion picture OPM (Other People’s Money), you may need to attract sponsors to your event. Why would companies wish to sponsor the entertainment?
Why Companies Sponsor
1. Entertain Clients
2. Heighten Visibility
3. Shape Consumer Attitudes
4. Business-to-Business Marketing: Incenting the Trade
5. Merchandising Opportunities
6. Drive Sales
Some planners out there may be asking themselves, “Why do I even want entertainment for my meetings and events…what a headache!” Think of your guests, VIP’s, your attendees..To hear, to see, to meet a headline entertainer maintains a high-perceived value for most attendees. It also creates an emotional connection to your customers. People closely identify with music. A certain song, for example, can evoke pleasant memories and helps to create a favorable product tie-in.
Furthermore, it is a powerful motivator. John Penn, vice president of marketing for Sony Music Special Products, says, "Just turn on the radio or TV or go to a movie. You will see that music is everywhere. When you bring music and entertainment into your [meeting or event’s] promotion plans, you add a unique mix of power and effectiveness for reaching your objectives, whether it is driving traffic, selling more products, rewarding employees and customers, or establishing a bond with your customers."
How much is a “small budget?”
Although I am reluctant to commit to writing an outline of some talent costs, as they can be so variable due to routing, workload, one-offs (not being on tour), bringing in their own production, transportation, etc., etc., etc., I shall do just that!
Below is a short tabulation of artists in/around the $10,000 US mark. This price generally does not include, sound, light, stage, backline (instruments/amps), r/t transportation, hotel accommodations, local ground, nor F&B. (All of these items will be identified in the artist’s Rider).
Linwood Peel’s Tribute to The Drifters
The CG Coasters
The Platters
The Marvelettes
10,000 Maniacs
Edgar Winter
Johnny Winter
The Box Tops
Iron Butterfly
Thin Lizzy
Rare Earth
Peaches & Herb (to track)
Les Musiques de Broadway
Marty Balin of Jefferson Starship
Kenny Rankin
Dan Seals
Juice Newton
Commander Cody
Dr. Hook
Rick Derringer
Gary US Bonds
Richie Havens
Leon Russell
The Turtles
Hot Tuna
Evelyn “Champagne” King (for that champagne sound!)
Various “American Idols”
Mark Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder Productions, an award-winning leading national entertainment agency designing headline talent and production services for facilities, corporations and associations. In addition, Sonder sits on the faculty of George Mason University, University of Nevada at Las Vegas (UNLV), The George Washington University, Stratford University, Northern Virginia Community College, and The University of the West Indies. Event Entertainment and Production is the book published by Wiley authored by Sonder. msonder@marksonderproductions.com
