Need business/marketing ideas to stay ahead of the competition

[Liquid Shadow]

Disclaimer: I put this thread in here because the Business subforum rarely gets any views and what I do is mostly remote work.

So I'm about to start my doctoral degree in piano performance at the University of Colorado at Boulder. Naturally, other music students at the school will become my largest customer base for my recording business. (I did this too during my masters at Northwestern).

However today I just saw that they have their own audio services department, which is nothing new. But their rates and general practices are the exact same as me! $100 per recital/session with post-production included. Now I'm in the process of getting my own website up and running plus brochures. I'm looking for business and marketing ideas that can make me more competitive.

Things I have done:
Have collected numerous testimonials from my previous customers and have sample tracks ready.
Emphasize the fact that I'm an active performing musician myself who understands the needs of other musicians.

Now since I'm a still a student I don't have and cannot afford top tier gear; but my gear are more than enough to get the job done. So I don't know if I should even list my gear on my website. My competition certainly didn't. Here is their website:

Audio Services | College of Music | CU-Boulder

Please throw some ideas in my direction. Thanks!

[paul999]

I would ask customers of theirs what the experience was like recording there. Try to keep the conversations positive. Try to hear the recordings as well. One of the things I kept hearing about a very popular studio in my neck of the woods is how people felt their songs were too wet generally. Because of this I make sure to include in my initial meeting with clients my thoughts on ambience in recordings etc. It will be important that you talk positively about the competition but establish that they are really doing something different then you. Change your pricing scheme. Don't charge less but make it different and keep it simple.

[Liquid Shadow]

Thanks for the great advice from a fellow Canadian (I'm a Canadian who used to live in Ontario). I will definitely try to talk to students who have used their services. I don't know how I would be able to get a hold of their recordings though without the permission of the performer.

I have also toyed with the idea of inviting the clients to the editing/mastering session. Do you think that's a good idea? What are some problems I might run into?

[iluvatar]

Does the school's dept only service performances that take place on campus? If so, there you go - your colleagues aren't going to only have performances at the school, are they?

-Dan.

[Liquid Shadow]

Originally Posted by iluvatar

Does the school's dept only service performances that take place on campus? If so, there you go - your colleagues aren't going to only have performances at the school, are they?

-Dan.

I would assume so. Most schools with these services only take care of on-campus performances. So yes I can certainly try to get those off-campus performances. However 90% of student concerts are on-campus. Great tip though I'll definitely keep that in mind.

[paul999]

[QUOTE]

Originally Posted by Liquid Shadow

I don't know how I would be able to get a hold of their recordings though without the permission of the performer.

If you ask the performer they will usually be proud to show you. Emphasizing again how important it is to never slag the competition keep comments positive because don't forget they may feel as though you are criticizing them and how others see them. You'll want to keep them proud of their recording but ready to move on.

I have also toyed with the idea of inviting the clients to the editing/mastering session. Do you think that's a good idea? What are some problems I might run into?

This is a client by client issue. Some want to be really involved and some want nothing to do with it. I usually charge more if the client is there because it always takes longer. I never let a client be there when I am editing or getting sounds. I let them in at the end of the mix for final balances etc. If they do not want to be there but are super picky I insist that they are there for the final because they either find it way too tedious and start trusting me more or we get it the way they want it while being charged for it. This is very much a wild card.

[Liquid Shadow]

Thanks again for the great info. I guess right now it's more trouble than it's worth to invite clients.

[rumleymusic]

If the school charges $100, charge $125. Automatically put yourself in a higher tier of perceived quality. In my personal experience with college audio departments I have come to the conclusion that their recordings consistently stink, just make sure what you do is far superior. Word will get out, and people will eventually come to you.

I would also make sure the audio dept doesn't have a problem with you leaching away their business.

[Liquid Shadow]

Originally Posted by rumleymusic

If the school charges $100, charge $125. Automatically put yourself in a higher tier of perceived quality. In my personal experience with college audio departments I have come to the conclusion that their recordings consistently stink, just make sure what you do is far superior. Word will get out, and people will eventually come to you.

I would also make sure the audio dept doesn't have a problem with you leaching away their business.

You know I have thought about actually upping my price. Now you have said I think I'm going to do it! At Northwestern where I did my masters, the school recording system did suck, I actually listened to some of them, so I never had trouble getting business there. I can only hope that they also suck at Boulder XD

How do you suggest asking them if it's ok for me to do my own business? I mean this is the US and a free market. If people want me to record them instead of the school I think they have the right to do so.

[NorseHorse]

"Tech Deparments" that do quality recordings are rare. After all, most aren't recording departments and don't claim to be. If you are at the same price, some schools are happy to just send people your way. After all, the AV Deparement usually has plenty on their plate.

However, judging by the website, it looks like UC-B might be a little more serious. The fact that they have an "audio department" already puts them ahead of most schools.

GO BE FRIENDS. Collaborate. Don't trash-talk. If people like what you are doing, they will start coming to you. Or KH might have a ton to teach you. When you see the world as one of only finite possibility, you already lose.

[Liquid Shadow]

Originally Posted by NorseHorse

"Tech Deparments" that do quality recordings are rare. After all, most aren't recording departments and don't claim to be. If you are at the same price, some schools are happy to just send people your way. After all, the AV Deparement usually has plenty on their plate.

However, judging by the website, it looks like UC-B might be a little more serious. The fact that they have an "audio department" already puts them ahead of most schools.

GO BE FRIENDS. Collaborate. Don't trash-talk. If people like what you are doing, they will start coming to you. Or KH might have a ton to teach you. When you see the world as one of finite possibility, you already lose.

I have never been in a situation where I have to befriend my competitions. At my previous school none of my competitions were my friends which was perfectly fine. So I don't know how to go about it. I mean I guess I can go introduce myself to the head of the department but I'm sure he won't like what I'm doing or want to do here. Nobody will like someone who's stealing their business.

[NorseHorse]

PM'ed. (In a moment.)

[WVUtubadude]

Go ahead and take their business. WVU's tech department asked me to stop, but my legal department (father) said there's nothing they can do, so I pressed on. It's slow, but that's mostly because I've kept it that way until I could get a feel for the market. Now that I have that, I'm stepping up advertising to get more of students business.

[Liquid Shadow]

Originally Posted by WVUtubadude

Go ahead and take their business. WVU's tech department asked me to stop, but my legal department (father) said there's nothing they can do, so I pressed on. It's slow, but that's mostly because I've kept it that way until I could get a feel for the market. Now that I have that, I'm stepping up advertising to get more of students business.

That's very encouraging. That's what I thought too. I mean it's a free market, there's no law or on-campus regulation that says people cannot record other people for money.

[Boschen]

I work in your neck of the woods, though in a different area of the audio field. Good luck with the degree; quite an accomplishment!

I am in agreement with most all of the posters here.

Don't limit yourself to recording recitals; Boulder has lots of student bands, songwriters and such--some of them will want recordings. If you can get a good capture of that Steinway (or is it a Baldwin?) in Grusin hall, a small rock band live on the Hill won't be too challenging. And Boulder hosts other academic and cultural events like the conference on world affairs, film festivals, and on and on.

Don't think twice about taking business from CU. First off, they have plenty of money. They also have a good AV dept., with solid faculty, but don't sell your own skills short either. Most of the CU recordings are done by student 'technicians' using the fixed mics, or at least they used to be. I admit I haven't attended a recital there in over a year, but I doubt they've changed much.

I would also set my price point above what CU offers, to distinguish your service set from theirs. But don't cut yourself off from potential allies--you shouldn't be reluctant to approach the Audio Services dept. to ask about their recording process and hardware, even if you're recording your own performances.

And, of course, relentlessly network with your fellow students, faculty, local bands, local music stores, businesses, etc. etc. Make yourself known around town until you are 'that recording guy'. I haven't seen you out there, so you aren't doing enough, lol!

Boulder has some decent resources for businesses, to help with filing a DBA, getting a tax ID, all that crap. You'll have to do this paperwork eventually anyway, when you start making good money. The City of Boulder website and the Chamber of Commerce can be helpful. Once paperwork is done, you can set up a wholesale account with a local hardware supplier like Wind Over the Earth, and start saving and scrimping to buy more equipment. Tell Mickey I referred you.

[WVUtubadude]

Originally Posted by Boschen

Don't think twice about taking business from CU. First off, they have plenty of money.

When people were giving me grief for taking business from my school's recording department, that is what I used to rationalize it. What most recording guys are lucky to make in a year is two or three student's tuition at WVU. With 24,000 students and several million in donations and grants, I don't think they are feeling the hurt. Same logic applies at any academic center.

[Liquid Shadow]

Originally Posted by Boschen

I work in your neck of the woods, though in a different area of the audio field. Good luck with the degree; quite an accomplishment!

I am in agreement with most all of the posters here.

Don't limit yourself to recording recitals; Boulder has lots of student bands, songwriters and such--some of them will want recordings. If you can get a good capture of that Steinway (or is it a Baldwin?) in Grusin hall, a small rock band live on the Hill won't be too challenging. And Boulder hosts other academic and cultural events like the conference on world affairs, film festivals, and on and on.

Don't think twice about taking business from CU. First off, they have plenty of money. They also have a good AV dept., with solid faculty, but don't sell your own skills short either. Most of the CU recordings are done by student 'technicians' using the fixed mics, or at least they used to be. I admit I haven't attended a recital there in over a year, but I doubt they've changed much.

I would also set my price point above what CU offers, to distinguish your service set from theirs. But don't cut yourself off from potential allies--you shouldn't be reluctant to approach the Audio Services dept. to ask about their recording process and hardware, even if you're recording your own performances.

And, of course, relentlessly network with your fellow students, faculty, local bands, local music stores, businesses, etc. etc. Make yourself known around town until you are 'that recording guy'. I haven't seen you out there, so you aren't doing enough, lol!

Boulder has some decent resources for businesses, to help with filing a DBA, getting a tax ID, all that crap. You'll have to do this paperwork eventually anyway, when you start making good money. The City of Boulder website and the Chamber of Commerce can be helpful. Once paperwork is done, you can set up a wholesale account with a local hardware supplier like Wind Over the Earth, and start saving and scrimping to buy more equipment. Tell Mickey I referred you.

Wow what a great post!

Sounds like you're really familiar with the area. One reason why you haven't heard of me there is because I'm not there yet XD. I'm leaving tomorrow from Michigan, a 2 day drive to Boulder. But yes I'm already planning a lot of those things. I'm going to make brochures which I'm going to distributed to all the local music stores and community music schools etc.

[rumleymusic]

While you shouldn't really care about "stealing" work, since business is just business, and competition is part of the whole process. It would be helpful to get an idea of the process behind the student recordings.

If it is part of the student's music production course to record concerts, you might get in trouble with the department, or at least tick them off. Maybe not smart if you are attending the school as a doctoral student. If it is just an option to hire the students and it is only a matter of who gets the money, then by all means promote away without worry or care. That would me my advice.

[Liquid Shadow]

Originally Posted by rumleymusic

While you shouldn't really care about "stealing" work, since business is just business, and competition is part of the whole process. It would be helpful to get an idea of the process behind the student recordings.

If it is part of the student's music production course to record concerts, you might get in trouble with the department, or at least tick them off. Maybe not smart if you are attending the school as a doctoral student. If it is just an option to hire the students and it is only a matter of who gets the money, then by all means promote away without worry or care. That would me my advice.

Well from my experience, anything that's for a class or anything like that, students will not get paid. Since they charge $100 for a recording, I highly doubt it's for students to get their hands wet.

[ysmgj]

there's nothing wrong with stealing clients,... its business, and perhaps the best way to rationalize it, if you must, is that if their recordings suck but are still charging $x amount and not getting better, then surely they're doing their clients a dis-service.

i think spend more time with the clients, get friendly with them, you're already a musician, so just be that, and be one of them that understands them, be the guy that is fun to record with, relaxing to record with, the "therapist" that gets the best performance out of them.

i think that's what will give you real edge compared to some stranger who's looking at the clock and pushing buttons.

not that i know much, i'm just starting myself, but thats the direction i'm going in instead of reaching for gimmicks or cutting prices so low that its just not worth my time.

[Liquid Shadow]

Originally Posted by ysmgj

you're already a musician, so just be that, and be one of them that understands them, be the guy that is fun to record with, relaxing to record with, the "therapist" that gets the best performance out of them.

i think that's what will give you real edge compared to some stranger who's looking at the clock and pushing buttons.

That's great!

[philper]

The recordings done by the music schools around here are often done by work-study people, who are not necessarily very technically oriented, and are often not mature enough to take the job seriously. They will also not be using gear they own themselves (and take responsibility for) or know all that well or have even prepped and troubleshooted very thoroughly. I have observed all this sort of minimum commitment behavior pretty often, and it has resulted in people who really want a good recording seeking other options--and there you'll be. You SHOULD be more expensive, you have a much greater commitment to the field. I don't think you'll gain much extra traction by emphasizing that you are a player too, that is pretty much the norm among music recordists, and they aren't asking you to play the music. The difference between you and a music student isn't any diffs in your musical ability or even knowledge, it's the diffs in your engineering chops and experience as well as how together your rig is.

Philip Perkins

[Liquid Shadow]

Thanks philper. Thank you to all of you guys for the encouragement. I think I know my gear really well and have developed a very efficient workflow. Just need to get my name out there.

[NorseHorse]

I'm sure the Entrepreneurship Department will help out!

Entrepreneurship Center for Music | CU-Boulder College of Music | CU-Boulder

Seriously though -- how many schools have resources like that dedicated to their music students? Pretty cool.

[WVUtubadude]

Try coffee shops. There are several places in Morgantown that have open mic nights. In the past, I have only worked in them if someone hired me, but if it is presented properly, one could convince the venue that a free recording is a viable draw for new performers/customers. Of course the recording wouldn't be free since the store is the one hiring you

This seems like it would be a painless way of getting your name out to musicians en masse. I am going to be presenting it to the local Starbucks in a few weeks.

[sonare]

I looked over your "competition's" FAQ and think that while it is often pointless to start flouting equipment to those who knowledge of recording tools only extends to "Newman" and Protools, you could help differentiate yourself by emphasizing that you have the time to give each recording musically knowledgeable attention.

The school is handing out CDs that are "raw" (factory operations are usually one-size-fits-all); do not have craftsman-like editing (hit pause on the CD recorder), and have no sonic polishing-- just a raw CD. I am sure that you could do better even with less than incredible mics-- because you have EARS and EXPERIENCE. And if you can spring for DAW software with Powr-3 dither your clients will have a CD with something that sounds awfully close to 24-bit.

Because you are not running a "recording factory" your clients have the benefit of someone who is more involved, interested, and musically skilled than the average work-study student who hopefully won't forget to show up. And by all means charge more. If they hesitate then point out that you are only charging $5 per CD rather than $10 (!!) like the school.

If you want to get fancy with separate spots on separate channels that's fine-- but if you get successful you will want to be compensated to mix.

Finally, since you have taste and education I am sure you can come up with a company name better than aweSOMEaudio, "bitsRus" etc.

Good luck!

Rich

[TheLoud1Please]

change your name. Forget all the equality stuff you've heard. A catchy, genius name is part of the marketing and word of mouth approach. It should be something that people around that area like saying so they'll say it more and give the perception that you ARE better, and easier to work with. I don't think you want a tongue twister that sounds like a drama movie from the 90s underdog genre.

[Liquid Shadow]

Thanks for the reply guys. I'm not going to change my name though. I paid someone to design my logo and I came up with it after my initial. My name is Owen Zhou = Opus Zero. It will resonate/catch on with most music students.

[TheLoud1Please]

Originally Posted by Liquid Shadow

Thanks for the reply guys. I'm not going to change my name though. I paid someone to design my logo and I came up with it after my initial. My name is Owen Zhou = Opus Zero. It will resonate/catch on with most music students.

You paid for that?

[sonare]

Originally Posted by Liquid Shadow

Thanks for the reply guys. I'm not going to change my name though. I paid someone to design my logo and I came up with it after my initial. My name is Owen Zhou = Opus Zero. It will resonate/catch on with most music students.

How did that work out at NU? Perhaps not a compelling reason, but there is not much in music history called "zero."

As someone who is constantly explaining my company name I can say from experience that it is a mixed bag.

Rich