Is That Music I Hear?

There’s quite a bit of research that touts the benefits of working out with music. It can make the experience more enjoyable, easier, and people tend to work harder. Naturally we want these benefits for our clients and members. But, there may be some legal issues that you may not have considered.

I think we are all pretty aware that we can’t record an artist’s music and resell it. That would be piracy. That also applies to playing it for customers. Recently, I had a conversation with my ASCAP rep (The American Society of Composers, Authors and Publishers) and we discussed how they represent the artist and how any use of music of the artists that they represent, for the purpose of entertaining members, customers, or clients must also compensate the artist (even if you are simply playing a radio channel in the background). This is true for  fitness clubs and studios, as well as airlines, amusement parks, bars, restaurants & nightclubs, colleges & universities, concert presenters, music venues & clubs, convention & trade shows, hotels, local government entities, radio & television stations and networks, mobile entertainment, websites, retail stores and the list goes on.

ascaplogoWe, as business owners, compensate the artists by paying a licensing fee through their representative agency. ASCAP is one of those agencies and they have over 600,000 artists that they represent. But, they’re not the only agency in town. There’s also BMI (Broadcast Music, Inc) and SESAC (Society of European Stage Authors and Composers, although they now handle all types of music). bmi_logoYou are required to pay the appropriate licensing fees to cover all artists music that you play in your space. This amounts to about $300/year to each of these organizations. Now, you could hand select music to play at your facility that is all from one agency, but that’s pretty labor intensive. My recommendation is to pay each of them and cover your bases.sesac-logo185

If you want to use music for projects other than within your facility, such as an online or streaming video, these organizations offer separate licensing agreements for that type of music usage.

As much as we may have music as a part of our lives, free of charge (for us) on the radio, Pandora, at stores, the gym, etc, it was produced by artists. Like any product that has value, they should be compensated for that. It is our responsibility to pay the appropriate fees to them via their agencies. Think of the licensing fees as a thank you to the artists for sharing their creativity and talent.

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Meeting Your Target Market

In my last post, The Best Marketing Medium is Personal, I discussed the importance of getting out into your community to meet your target market (desired member or clientele). Of course you first have to define who that is. If you run a T-Shirt company, your market may be any organization or business that wants a fun way to create brand awareness. If you are running a senior fitness program, you should be seeking to connect with seniors that want to improve their quality of life (and let’s face it, that’s most seniors). Once you know who you want to reach, you can start to plan ways to connect with them.

My wife, Heather and I, moved to a new town a little over a year ago. We opened a private fitness facility that offers personal training and group fitness. With fitness, our market is anyone who isn’t already on a fitness program and even some who are. So, our goal is essentially to meet as many people as we can. Get to know them. Let them get to know us. Build a relationship so that they know, like, and trust us and, when they are ready to begin a fitness program, we will be the people they go to.

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For us, meeting people means getting involved in almost anything. We are probably more social than we have ever been. We go to local theater, concerts, benefits, gallery openings, belong to the local business association, volunteer for civic events. We’re out meeting people, helping people, and having a ball doing it. It’s a win/win scenario. At the same time, we also know that it helps in creating a positive feeling about us and our company.

What if your target market is seniors? Volunteer at the local senior center or another senior program. Maybe there are programs at your church that you could help with. Attend events that seniors may also attend and strike up conversations with them.

If you want to work with first responders, you could offer to volunteer at their events or offer to give a presentation on tactical fitness. You could create a challenge between the EMT/Paramedics, Police Officers, and Firefighters (i.e. fitness, weight loss, obstacle course).

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No matter who your target market is, you need to find the venues that will allow you to get to know them. The quick and simple guide is:

Locate and get out among them.

Volunteer with their various organizations.

Donate prizes to organization benefit events.

Create and/or host benefit events of your own.

Build relationships with them…

and when they are looking for the services that you offer, you will be the one they come to.

The Best Marketing Medium is Personal

At a conference last year, I was asked what I thought was the most effective marketing tool. Having presented at other conferences on social media marketing, I was pretty sure they wanted to know what the next hot social media app was and how to use it. My answer was probably a little surprising.

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If you are a business that relies on the local market, i.e. health clubs, personal training and/or group fitness studios, the best marketing is getting out and getting active in your community. Remember that what you are really marketing is you. Yes, this includes your expertise, but also your demeanor, your caring, your sense of humor, etc.

They say, “A picture is worth a thousand words.” That is because the extra layer of sensory engagement that a picture offers tells us a lot more. Video gives us the ability to hear as well as see and creates even more engagement. So, it shouldn’t be surprising that real-time, face to face interactions give others the greatest sense of who you are and what you are about. When you meet someone in person, you note their eye contact (or lack thereof), their smile (or lack thereof), the grip of their handshake, the tone of their voice, all in an instant. Nothing is truer than that. Others will walk away feeling like they have a sense of the kind of person you are.

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Now, taking that meeting and turning it into acquisition of a client or customer requires more. You need to build a relationship first and that takes time. This is where social media apps can be particularly effective. After meeting someone in person (I’ll discuss how to seek out those opportunities in my next post.), immediately send an invitation to them to connect on Facebook, Instagram, Snapchat, etc. This allows you to follow-up on any conversation that you were having, helps you remember them, and them remember you. With each additional verbal interaction, their initial face to face impression of you will be reinforced.

Of course you can still make initial contact and build a relationship through social media. However, it will rarely be as strong as meeting in person. If you first connected online, find an opportunity to meet in “the real world”. Your relationship will only become stronger because of it.