The Summerglen Files

Music, Creativity, and Everyday Life at Summerglen Music in Raleigh, NC

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Not Just Advertising, but Contributing to the Community

July 7th, 2008 · No Comments

This is the third post in this week’s series celebrating the one year anniversary of Summerglen Music. Today’s topic: getting the word out in a way that educates people and gives back to the community.

I had absolutely no marketing experience when I started Summerglen, but I knew I needed to get the word out. So, I started by thinking about my own experience as someone being advertised to. I thought about how much I disliked junk mail, and how frustrated I became when I signed up for an “educational” ezine and got an advertisement instead. Ugh!

Then, I thought of the businesses that I liked and trusted–how did they get me to do business with them? I remember the window salesman who wiped his feet before entering my house, and spent 2 hours at my kitchen table patiently answering questions and educating me on the finer points of windows. He was so excited about windows, it was contagious! And he knew his stuff. And he respected my home. And he got my business!

I wanted to be like the window guy, gaining business by freely sharing my expertise with others. Many people don’t know much about music, or they’ve received incorrect information. So my advertisements are really educational tools: articles about music, workshops on creativity, free shows on the street, student recitals that are open to the public, speeches, and even detailed email replies. In sharing what I know, I feel good about helping people, and I also attract people to Summerglen to study or book live music.

Tomorrow will be the last article in this series, on the most important lesson of all–RELAXING! Until then!

Tags: music business

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