We have been doing 2 –a-days almost everyday this week, this includes playing various hot topics in surrounding cities in which we will be rocking that night, performing lunch time concerts at local high schools (i.e. mine, Sandy Spring Friends School, shout out!) ect.
These might seem “un-cool,” and not very “rock star.” So let me break it down for you..
For starters; our Hot Topic gigs thus far, NJ (before Philly), Fairfax, and Richmond, (before Canal Club). How this works is the Hot Topics clear out a portion of their store for us to set up a small stage area to perform, a table to display our wonderful merch, and has (ideally) promoting this hour long in-store static music show throughout the mall and to its customers over the last week or so. These are great opportunities not only for each band member (we get 25% of anything in store. BOOM) but also for every fan and music lover that has even the slightest Shinobi exposure. Here is why-
v Guerilla Marketing
- An hour prior to the show we, (the 6 Ninjas, photographer, (Sergmatic), and myself) roam the mall, making friends, passing out stickers, basically telling everyone, (and they mama) that we are about to rock a short acoustic set at Hot Topic, and convince them they should change their own shopping schedule to attend.
v Intimacy factor
- Any attendee to one of these mini- shows get an up close view of the music. Its day time, no one is intoxicated, everyone in the store, (even the customers not concerned about the show) are contributing to the performance; fans feel connected.
- They are seeing the same ordinary people whom just stormed them in the mall with Shinobi stickers, too much energy, and a fuckton of BK swag, in their element playing music, and spreading the good vibes like great musicians can do.
v IT’S A MALL
- People go to the mall to buy shit
- We like to sell shit. A portion of the income generated by bands comes from merchandise sales; T-shirts, wristbands, CDs, posters, Shinobi brass knuckle USB drives.. you name it
- At malls we sell more shit and make more $$
- Get x extra emails addresses.
v Get new fans
- After the vicious cycle of the above circumstances, we have really connected with some of the people. They are intrigued by what they just heard and saw and felt. They want to check us out online to learn more. They want to come see a live show, which is an area where Shinobi Ninja really shines, as I have stated since day 1 at Europa in BKNY.
- i.e. After our Richmond Hot Top show, performing for 15-25 people. 11 of those same people came out to our show later that night at Canal Club.
- We got a 8 year old fan yesterday!! Do you know the life time customer value of this kid? Me either.
- BLAOWWW!! That’s how its done sons.
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