EZ PRO MEMBER EXCLUSIVE - Face Painting TipsYou deserve to. ESPECIALLY as an artist. ! You’ve...

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6-Part Training CourseFor Aspiring Entertainers

PART TWO

© 2014 Entertainers Zone

★ What ARE Experiential Packages and WHY you need them Learn how Experiential Packages help you to improve your service to clients (with LESS work, BETTER pay, and STAND OUT against your competition)

★ What happens to your business when you DON’T have Experiential Packages

★ The “5 Creative Ways to Design Your First High-Priced Experiential Package”

PART TWO | How to Create Experiential Packages


Here’s what we’ll be covering…

!PART TWO | How to Create Experiential Packages

Remember in Lesson 1 we said to have an OPEN MIND? !Well that is going to be REALLY important for this lesson. This is definitely a lesson where I might challenge your ideas of how you thought you were going to approach your marketing strategies, and really stretch your mental boundaries of what you think success is supposed to look like. My advice to you in this lesson is this: You don’t have to take everything I say as “gospel”. BUT - to put it simply - don’t knock it till you try it. If you don’t think our suggestions will work - we just ask that you listen, take notes, and then go out and give them a go. You have nothing to lose - and once you’ve tried it, you can judge for yourself how effective these strategies really are. ***Remember that we don’t teach any theories - we only teach proven strategies that we have used ourselves, or seen our clients use successfully.***


What ARE Experiential Packages? Well firstly, a “Package” is a combination of services that you can offer together, for a set price - versus - selling your services per hour, or with a pay-per-face rate that is popular among face painters. It almost turns your service into a product - a packaged product that clients can select and buy, where it’s clear what is included, what advantages the client will have, and also what limitations they will have. But we don’t like to just create “packages”. What you really need is an “Experiential Package”. This is a package that provides a unique “experience” of some kind. It’s not just face painting for a couple of hours. And it’s not about just saying that you can do children’s parties with a wide variety of themes, or that you can play different characters. It’s about providing an easy packaged option that gives them a rare and memorable experience, that they couldn’t get anywhere else.



Why do you need Experiential Packages? If you watched Video 3 of our Parents, Pricing and Promotion series, you may already be convinced that you need Experiential Packages. If so, great! If not, let me give you the 3 big reasons that will stop you from ever selling singular services or charging per hour again: REASON #1: EASE Packaged options make it EASY for both you, and the client. You might think that making things “easy” is a luxury and perhaps not necessary – let me show you why it’s not: For the client, packages make it so much easier to make the decision, and book you. The easier you make it for them - the more clients you will get.



I know you will know this as a consumer. I don’t know about you, but I shop online on occasion. For those of you who do - how many times have you gone to a site to browse something online like clothes, shoes, maybe books...but because the page didn’t load quite quick enough, you closed the window and went to do something else? !What about grocery shopping. How many times have you driven to a grocery store FURTHER away from your home, or chose to shop at an even more expensive grocery store, just because you knew that parking would be easier? !

EASE = SALES !The easier you make it for clients, the stronger chance they will buy.



And for you, packaged options make it easier for you to SELL your services. Everyone wants a bargain – developing packages helps people feel like they’re getting a good deal. !How many times have you purchased something, for yourself or for your family, just because it was a really good deal? A good example is car shopping. Before you bought your car you probably negotiated the price down, and you bought it once you felt like it was a good deal – like any sensible person would do! Same with buying a house – we only really want to buy when it’s a particularly good price – better than anything else on the market – that’s what makes us snap it up real quick. See, as consumers, we don’t like to buy when the price is “reasonable” – we only like to buy when we know we’re getting a really good deal. Packages give you the opportunity to give so much great value, so your clients can see your REAL worth, appreciate your talent, and feel grateful for the opportunity you’ve given them.



REASON #2: EVERYBODY WINS !This is a bit of a strange concept. Creating Experiential Packages has a funny way of just making you…“better”. It makes your service better - all the while, it doesn’t actually create more work for you. It’s a bit like magic really. If you don’t want to do things the way everyone else does, then you need to take the time NOW to get creative and think outside the box, which really pays off in a way that will have you feeling shocked that: 1) You’re not working so hard, 2) You’re making MORE money, and 3) Clients are actually…even happier than before?! Strange concept, right? Why would they be happier to spend more money? How could you work less and make more?



This is a concept we love to teach because it ensures that we do whatever it takes to creatively provide services that have our client’s best interest in mind, and then you get to be paid well for it – because you know what? !You deserve to. ESPECIALLY as an artist. !You’ve done your due diligence – you’ve done your free work for the experience. It’s time you were paid handsomely, and the way we like to teach it, it means you really make sure you become the best you can be, and give clients incredible, rare, and memorable experiences. !EVERYBODY WINS BIG! But how do we do this? Keep reading!



REASON #3: NO MORE COMPETITION !This is probably the biggest benefit of creating amazing experiential packages. If you do this well, not only do you get to stand out against your competition – but you actually have NO competition. This is especially the case when you are the one approaching clients to do work, rather than waiting for them to call you. It’s so easy and yet so many artists don’t do this. As a quick example, when an ice-cream truck comes through the neighborhood in the summer, everyone runs out in a frenzy, as soon as they hear it, right? !So let me ask you - when they arrive, do they have any competition?



Unless you have your own ice-cream in the freezer…and even then…the ice-cream truck doesn’t have ANY competition. Is it because there’s nowhere else to buy ice-cream? No! You can drive to the store and get ice-cream anytime you want. !The ice-cream truck doesn’t have any competition because they came right outside your door. As long as there’s not another truck outside your door at the same time with the same ice-creams, then there is ZERO competition in that moment. AND let’s not forget…there’s a little bit of an EXPERIENCE that comes with it. I’m sure you remember the experience as a child: the sound of the jingle as they come by your street…running to look out the window to see if there really is an ice-cream truck…nagging mum and dad to give you money…and if you’re lucky, then you have to get outside real quick to catch the truck before it’s gone…



You may also remember that ice-cream from the truck was always more expensive than the store-bought ice-cream. So why could they charge more? And why have ice-cream trucks been around and successful for a really long time? It’s because they had added convenience – they made it really easy for you; they also had no competition; and lastly they provided an experience…as little as the experience seems, hearing that ice-cream truck jingle brings back great memories for all of us. !Now I’m not saying you all need to have a face painting truck! Although, hey – that actually might be an idea…maybe you could team up with an ice-cream truck for the summer! That’s certainly an out-of-the-box idea, and it would get you in front of a lot of kids! What I’m really pointing out is the importance of creating experiences, and approaching your clients in a way that removes you from most of (if not all) your competition.



What happens to your business when you DON’T have Experiential Packages? Remember in Video 3 when I talked about Joshua Bell – the concert violinist who busked in a Washington subway station? Well simply put – if you don’t want to create experiential packages to improve your positioning, your value, and your client’s perception of you, then you’ll end up with the same results as Joshua in the subway. You need to know, however, that you’re missing out on the opportunity to do SO much more. Just like Joshua at his sold out concert 3 days before, you have the capacity to do and have SO much – and as a hard-working artist, you deserve it.



So if you don’t create experiential packages, be prepared to have: • More questions, scoffing, and haggling • Discounted prices that never cover your expenses AND • LOTS of competition, who you might beat from time

to time, but they will always get a one-up on you just as often as you do on them, giving you more work because you have to constantly reinvent yourself.

!So in summary - creating experiential packages makes it easier for your clients to hire you, you get to create a HUGE win-win situation, PLUS you never have to bother with competition ever again.



“5 Creative Ways to Design Your First High-Priced Experiential Package”

!!

Creating a package that is unique to you is a creative process. You need to push yourself to think outside of the box. This is the only

way to tap into opportunities that will give you work in off-season periods, and even get you those rare, regular, high-paying gigs.

!YOU are the best person to create your own experiential packages.

What you’re going to need are these secret little prompters that will help you get your creative juices flowing, so you don’t get stuck in the brainstorming.



Creative Prompter #1. Your Target Market !a) Who is your current “target market”? !For example, your market right now might be: Young children aged 5 to 10 belonging to parents who earn $60-$80K per year in my local area. !***Your market is not actually the children - your market is those who PAY - the parents. The children become part of the market, but the parents are your primary TARGET.***



Creative Prompter #1. Your Target Market !b) Where do they hang out? !For example: What do these parents do? What occupations do they have? When do they spend time with their children? Where do they like to take their children? What restaurants or cafes do they take their families too? Which malls, what stores? Do they participate in sports or other activities on the weekend? !Thinking about where they hang out can go a long way in helping you create an experiential package.



Creative Prompter #1. Your Target Market !c) How can you help your market, and the place they hang out? !If these families hang out at the local sports oval for soccer on a Saturday, then there is: 1) your market (parents and children), and 2) the “place” (the soccer team and/or the audience). i) In that environment, what does your market want? !ii) What problem would they spend money to solve? !iii) How can you give them what they want, and solve their problems (by providing an experience)?



Creative Prompter #1. Your Target Market !Once you’ve answered those questions, answer them again, but this time, keeping the “place” in mind. !i) In that environment, what does the “place” want?

ii) What problem would the “place” spend money to solve? iii) How can you give them what they want, and solve their problems (by providing an experience)? !Really think on the answers to these questions. The answers will give you lots of ideas on how to help people with your services, in a really unique way.



NOTE: !Experiential Packaging is actually a form of what marketers call “niching” or “niche marketing”. A niche market is an inch wide - but a mile deep. It’s a sliver of a larger demographic, that has specific wants, needs and traits or characteristics. They may seem like a small group of people compared to the larger demographic, but if you promote to their specific needs, wants, and characteristics, you open yourself up to a market that is, like they say, a mile deep. !When you niche well, you can often charge more. The principal is the same in many industries - let’s take medicine for example: A doctor who is a general practitioner can only ever earn a certain salary. A doctor who becomes a brain surgeon on the other hand has a much greater capacity to earn much much more. A general practitioner can treat everybody, and earn less - and a surgeon will treat less people, and earn more. !This is the power of specializing, and being specific to your niche - the same applies to your business.



It’s all about being SPECIFIC with your services and your package, to improve your visibility to your sliver of the market, and therefore, improve your sales. !You might remember the Hen’s Night Party Package that I mentioned in Video 3 of our series… !If you were just to offer face painting, and advertise as a face painter, do you think a maid of honor would go looking for you to do a special face and body art session over champagne for a Hen’s Night? No - they wouldn’t think of that. It’s YOUR job to get creative. !Do you think that if you approached a maid of honor with this unique idea, that she might be interested? Absolutely. !The idea is about getting SPECIFIC. Answering these questions and using these creative prompters will help get you there.



Creative Prompter #2. Who Do You Know? !a) Who do you know who is in front of your market? For example, it could be a party planner, a restaurant owner, a Sunday school teacher, or they could be another entertainer who has different skills to you. !List the names of those people. If you’re stuck, start by writing the names of your closest family and friends. Next to their name, write what they do for work or hobbies, and where they spend their time. Then, write the kind of people they associate with - the kind of people in their friend circles. Who of them is in front of your market? Then, start listing names of businesses or groups that YOU regularly associate with. E.g. cafes, restaurants, grocery stores, hardware stores, your children’s schools, PA meetings, colleges, you workplace? Remember if you aim to paint for children, your market are both the parents and the children.



Creative Prompter #2. Who Do You Know? !b) How can you help them in a way that helps you too? !These questions are the same as the questions in the last prompter - it’s the same idea: !i) What do they want? !ii) What problem would they spend money to solve? !iii) How can you give them what they want, and solve their problems (by providing an experience)? !With 6 degrees of separation in this world, it’s most likely that you know someone personally who can help you get in front of your market. !Get clear on how you can help THEM, and I guarantee you, MAGIC will happen!



Creative Prompter #3. Natural Talents & Unique Abilities !This is where your homework from the last lesson will be most helpful to you. !a) What recurring talents, abilities, and/or phrases came up in your first lesson homework? !b) Did any other hobbies come to mind? E.g Do you have a natural interest in weddings? Do you love baking or cooking? !These are things you could potentially use in your package somehow. You could be involved in the wedding industry, or you could offer a small baking or catering service for the events you paint at to boost your package. !c) How can they add to or help develop your unique, experiential package?



Creative Prompter #4. Pick a Price !This is a fun exercise, but it can be challenging too. It is extremely helpful to think from this place as it pushes your boundaries - this is an exercise you can use just to improve your service in general. !a) How much do you want to make? You might work with a 3 hour gig as the framework, as an example. How much do you want to be able to make in 3 hours? !b) Who would pay that? Think of various markets who could easily afford and pay that fee. !c) What do you have to create to make that amount? What package or what services can you incorporate?



Remember when I talked about the Hen’s Night Party package? The reason I said you could easily charge $350 for that is because your comparative pricing becomes different. Your pricing doesn’t get compared to other face painters - your pricing gets compared to the typical Hen’s Night Party budgets. There is a very LOW perceived value for face painting alone. !If it becomes part of a unique package, that is targeted to other markets who don’t usually pay for face painting, the perceived value can become a lot higher. !Just like Joshua Bell - it’s the difference between watching a busker in a subway, and watching a concert violinist in a concert hall. !Same talent on show, but you pay a different amount in different environments, naturally.



Creative Prompter #5. The Magic Question !If you could wave a magic wand, what would you want to do or offer? !Who would you be working with? !What would it look like? !Just be free and play with your imagination. What would you do if you had a magic wand? What would your perfect scenario be? Write it all down. !Explore it thoroughly and realistically. NEVER dismiss an idea that has something you want in it, just because - right now - it seems impossible to you. That is a quick way to shut down your dreams.



Let’s take it another step further if we can, just for fun… Think about your experiential package idea. Let’s pretend for a moment that your idea, is just like Joshua Bell’s performance in that Washington subway station. !What is the BIGGER game you can play? !Where’s the concert hall, for you? Where is there more money or opportunity? !For example, where can you provide the same service but have better clients - perhaps be in a better industry, or have bigger crowds? Who in the world right now would pay more for your same talent? !Have fun pondering this question. Let your mind wander and imagine - the idea is to stretch your thinking and push your boundaries so you can begin to think outside of the box.



Okay now that we’ve given you a LOT of homework to do - I’ll leave you to do that until our next lesson. !In the next lesson, we’ll be showing you how to develop professional confidence - and the big part of this lesson covers how to write your advertising for your packages. !It’s one thing to have a great package, but no one will buy it unless you know how to communicate it well to your clients, and have the confidence to do so. !Having the WORDS to say is SO important. !Enjoy working through the questions, and we’ll see you on the next lesson!


Next Lesson…

Date post:	22-May-2020
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*EZ PRO MEMBER EXCLUSIVE* - Face Painting TipsYou deserve to. ESPECIALLY as an artist. ! You’ve...

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EZ PRO MEMBER EXCLUSIVE - Face Painting TipsYou deserve to. ESPECIALLY as an artist. ! You’ve...