How to Create a Promo Kit for Entertainers

In For Entertainers & Performers by jcsum0 Comments

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This article explores how to create a promo kit for entertainers – the most important marketing tool for entertainers.

A promo kit also known as a promo deck is a collection of promotional material that you provide to a client or prospect.

Your promo kit should include:

  • Images
  • Show Information
  • Video

Entertainers Promo Kit

My suggestion for your promo kit is to go digital and online.

Clients, like anyone else living and doing business in the digital information age, want instant information. Digital and online allows them to have instant access to your promo deck.

A digital promo deck allows you to make instant changes and updates easily. And, in an environmentally-conscious society, going green without printing is a good thing.

As such, all information and marketing tools need to be in the digital form. That essentially means any of the information can be sent as a digital file whether it is a document (word.doc, PDF, Power Point Presentation), image (jpg, tiff), video file (wmv, MPEG, MOV), audio (MP3) or other file extensions and formats required for specific applications.

This allows you to email the promo kit to a client or store it in a “cloud” or online storage service for a client to download. A cloud service provider like www.justcloud.com offers cloud storage and allows you to make folders that are password protected. You can provide a client with the password so that they can download your promo deck at their convenience.

Honestly, I have never produced a hard copy promo deck since 2008. However, if you are going for an important presentation, I can see the value of printing professional-looking collaterals. However, this can be print-on-demand digitally printed so you only need to invest in printed material as you need.

Images

Images generally refer to photographs but can also include graphics of your show brochures, logos or icons.

Photographs of you and your act (i.e. you in action) are very important, as it is the first impression your prospect will have of you before watching your video. If you do not have a promotional video, photos are a must.

You need two types of photographs:

  1. Promotional/ Publicity Shots
  2. Live Performance Photos

Your publicity photo/ headshot/ glossy is the main photograph that you will use for promotional purposes. This single photo should convey your style and feel of your performance character/ show.

It takes a lot of thought to think of the concept of the shot. The concept includes the setting, styling, attire, pose and the composition of the shot. You have a choice to include props in the shot, although it should enhance, and not distract from the focus of the shot, which is you.

Whatever you decide, the shot must be reflective of your show/ character and sell it. Also, if you are taking a shot with props, ensure that those props are used in your show.

The live performance shots should also be the best you can get of yourself performing in your targeted market. The shots must make you look good and if you cannot find shots that look great, it is better not to put any performance photos in until you get suitable ones.

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Since 2008, I have not printed any of my photos as clients have only requested for high resolution digital copies. In most cases, if photos are used for print purposes, clients take my digital photo to incorporate it into their own posters or promotional material.

Show Information

Your show information comprises of all the written information on your show(s), profile/ credentials and technical requirements/ rider.

Your show information should clearly outline the shows you offer and what is offered in each show. Your profile should reflect your positioning statement, experience and credentials.

In most cases today, your show information will be emailed over as Word documents or PDF files. So, there is no need to have it professionally printed as your information will change faster than you can give it out.

One characteristic of a Big Money Shows entertainer is to offer customized shows that raise the value of the show and artiste. As such, show write-ups and proposals have to be customized for different clients. Hence, digital documents are really the only way to go. If a client requests for a printed copy, just print it out in high quality on your consumer-level printer.

Personally, virtually every show that I do is customized so every show is different. This is for different reasons. One is a practical reason such as the logistic requirements that my illusion show needs. Depending on the size of the stage, loading facilities and size of the venue, I will propose different illusions for different shows.

Another reason is that I travel more than half the time, so some illusions may be in transit for shows or installed on a cruise ship and may not be available for a particular show.

Other times, the shows are customized in content based on the audience profile or to communicate a message for a corporate message.

When putting together your show information:

Choose only relevant pieces that relate to the client. There is no point including a write-up of your full evening theatre show program if you are proposing a show for a corporate event. This will only confuse the client.

Confine each piece of information to just one or two pages (typed in a comfortable reading font size).

The style of writing should be concise and clear. Bullet points are useful to make for quick and easy reading.

Your show information comprises of all the written information on your show(s), profile/ credentials and technical requirements/ rider.

Your show information should clearly outline the shows you offer and what is offered in each show. Your profile should reflect your positioning statement, experience and credentials.

In most cases today, your show information will be emailed over as Word documents or PDF files. So, there is no need to have it professionally printed as your information will change faster than you can give it out.

One characteristic of a Big Money Shows entertainer is to offer customized shows that raise the value of the show and artiste. As such, show write-ups and proposals have to be customized for different clients. Hence, digital documents are really the only way to go. If a client requests for a printed copy, just print it out in high quality on your consumer-level printer.

Personally, virtually every show that I do is customized so every show is different. This is for different reasons. One is a practical reason such as the logistic requirements that my illusion show needs. Depending on the size of the stage, loading facilities and size of the venue, I will propose different illusions for different shows.

Another reason is that I travel more than half the time, so some illusions may be in transit for shows or installed on a cruise ship and may not be available for a particular show.

Other times, the shows are customized in content based on the audience profile or to communicate a message for a corporate message.

When putting together your show information:

Choose only relevant pieces that relate to the client. There is no point including a write-up of your full evening theatre show program if you are proposing a show for a corporate event. This will only confuse the client.

Confine each piece of information to just one or two pages (typed in a comfortable reading font size).

The style of writing should be concise and clear. Bullet points are useful to make for quick and easy reading.

Videos

Videos are a 100% necessity for any entertainer, especially if you are going for the Big Money Shows. If you are targeting mid-to-high value markets, clients need video assurance for the higher value entertainer they are booking.

The only format you should go with now is online digital streaming videos that can be downloaded or a DVD (even though this will be outdated in a very short time). Forget VHS tapes or Video CDs.

Design Your Video for Your Market Segment

If you intend to perform for high-end corporate events, you need a video that shows you performing in that environment. If you want to target the cruise, showroom or casino or theatre market, you need a video of you performing on a theatre stage. Clients need to visualize how your show would play at their event before booking your show.

Video Content

There are two types of videos that you should have ready for clients:

1) Promotional or Teaser Video

2) Live Performance Clips

Here are some thoughts on producing a promotional video:

The key word to a successful promotional video is ‘promotional’. Your video should be designed to sell your show and convince the client that your show is the perfect choice for their event. The measure of success of any video or promotional media is the number of bookings you get.

A promotional video is more ‘selling’ in nature. It should effectively introduce you, be representative of your work and inform the viewer of the shows/ services you offer, all within a short period of time.

A teaser video gives a feel of your show and excites a client to consider your show or access whether it is suitable for their production or event.

Here are some tips when putting together the content of your promotional or tease video:

The video should have substance and not just fancy graphics, text and a voice-over but does not actually show much of your act.

The video must be representative of your work. The performance material in your video must match your live show routines & acts.

The length of your video should not be more than 5 minutes long, 2 – 3 minutes is ideal.

Some clients want to watch actual live performances of your act in its entirety and not a montage of your show. Live performance clips feature actual, minimally edited, footage of your live performance. This is so that the viewer can see you in action with a real audience in real time. Positive audience reactions to your act will create an even stronger impression.

With the advent of video channels and video sharing platforms, you can have individual videos, each showing a specific act or routine.. For example, I have a many playlists set up on my YouTube channel that I can direct clients. Too, besides my teaser, I do have individual clips of most of my acts which clients can watch if they want. Check it out at: https://www.youtube.com/user/conceptmagic

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