1 Chris Rimple President, Voices IncorporatedBuilding An Audience Chris Rimple President, Voices Incorporated

2 Class Information Name: Building An AudienceLength: 1 session of 90 minutes Size: Unlimited Participants: Any, but targeted to chapter leaders Prerequisites: None Materials: PowerPoint slides Description: A cappella music is experiencing a resurgence, but is your chapter benefitting from it? Are you struggling to find and retain an audience? Creating awareness for your chapter requires more than an advertisement in the local paper. We’ll review audience needs and how to align chapter desires with them, as well as partnerships and other relationships that can help you grow your audience.

3 Objectives Provide participants with information and tools to become more effective chapter leaders Provide participants with an overview of generational and societal changes, and their impact on barbershop Provide participants with an understanding of customer groups and needs, and how to satisfy them Provide participants with messaging ideas to aid in chapter outreach

4 Participant ExpectationsBasic knowledge of the barbershop world and terminology Basic knowledge of chapter operations

5 Instructor – Chris RimpleBarbershopper since 2003 Former chapter VP Music and VP Marketing, District VP Marketing, BHS Marketing instructor President of Voices Incorporated chapter, HCNW instructor, Harmony U instructor Disciple of Chuck Greene and J.R. “Digger” MacDougall – focus on generational/societal impacts to barbershop 51, married, no kids, work in high tech – in our “target market” for recruiting First barbershop experience at 18, but didn’t join for 20 years – plant the seed, it will grow –

6 Agenda Logistics Class Demographics Customers Needs AnalysisYour Chapter Your Product Reaching Customers Alliances Summary Q & A

7 Logistics Class is 90 minutes with no breaks Ask questions at any timeIf needed, step out and rejoin quietly Ask questions at any time Please raise hand and be acknowledged There is also 10 minutes at end for general Q&A Silence the noisemakers Phones, pagers, etc. can be on but in silent mode

8 Logistics Talk about it Video recording All materials availablePost to social media using #HCNW2017 Video recording Class is being recorded for later viewing online All materials available Slides, recordings, and all materials can be accessed online

9 Class Demographics How many in BHS? SAI? HI?How many years in barbershop? 1-10? ? ? ? ? 51+? How many chapter administrative leaders? How many chapter music team members? How many at HCNW for the first time?

10 Customers

11 What Is A Customer? In the context of Building An Audience, a customer is… Any person, group, or entity that has, or could develop, an interest in a chapter

12 Customers Group Discussion – 10 Minutes

13 Who Are Your Customers? It’s easy to identify audience members at a chapter show as your customer, but what other customers does your chapter have?

14 Example Customers Current members Potential membersHigh school / youth singers Church choir members Families of members Friends of members Former BBshoppers / former members Members of other chapters Experienced Bbshoppers BBshop fans Senior citizens / senior centers Arts community Community General public (don't know barbershop) Media Fraternal organization members Public venues Agent

15 Customer Groups With many customers to consider, we can group them based on their similarities…

16 Customers & Customer GroupsN F P O Current members X Potential members High school / youth singers Church choir members Families of members Friends of members Former BBshoppers / former members Members of other chapters Experienced BBshoppers BBshop fans Senior citizens / senior centers Arts community Community General public (don't know barbershop) Media Fraternal organization members Public venues Agent Key Customer Group E Existing Members N Potential (new) Members (including former members) F Barbershop Fans (including families/friends of members) P Public (not yet barbershop fans) O Performance Opportunity L Chapter Leadership

17 Summary Of Customer GroupsExisting Members Potential (new) Members Including former members Barbershop Fans Including families/friends of members Public (not yet barbershop fans) Performance Opportunity Including individuals, organizations, and media Chapter Leadership Not exactly a “customer group” but with needs to consider

18 Needs Analysis

19 Customer Needs Group Discussion – 20 Minutes

20 What Are The Customer Needs?Thinking about the customer groups… Existing Members Potential (new) Members Barbershop Fans Public (not yet barbershop fans) Performance Opportunity (paying clients) Chapter Leadership What are the specific needs of each?

21 Example Needs – Existing MembersQuality product Clear expectations Fellowship Music education Affordability Time commitment Type of performance experience Repertoire variety Energy / excitement Sing Accommodating facility Orientation Mentoring Continued improvement Quartetting Public performances / shows Contest participation / success Recognition Clear vision / direction Quality leadership Riser discipline / focused activities Communication Organized social activities

22 Example Needs – Potential MembersInfo on membership Exposure to chorus Quality product Clear expectations No intimidation Fellowship Friendship Accommodating schedule Music education School credit Affordability Time commitment Type of performance experience Repertoire variety Energy / excitement Sing Accommodating facility Orientation Mentoring Organized social activities

23 Example Needs – Barbershop FansEntertainment value Communication / awareness Public service / volunteerism Music education (as a service) Youth music opportunity Image Performance venue Availability (to be hired) Reputation / association with community Merchandise Public performances / shows Special events / seasonal Pricing options Quality Headliners Want BBshop specifically Afterglow Men's v. women's Communication / outreach specific to BBshop fans Program quality / contents Lyrics, arranger info

24 Example Needs – Public Entertainment value Communication / awarenessPublic service / volunteerism Music education (as a service) Youth music opportunity Image Performance venue Availability (to be hired) Reputation / association with community Merchandise Public performances / shows Special events / seasonal Pricing options

25 Example Needs – Perf. OpportunityAvailability (to be hired) Quality Image / Reputation Repertoire variety Human interest Seasonal / topical interest Broad appeal Pricing Public server / volunteerism Visibility

26 Example Needs – Chapter LeadershipFunding Leadership Employees / staff Recruit Retain Facilities Attire

27 Your Chapter

28 Generational Groups Alive TodayBorn before 1945 – Traditionals Grew up in times of scarcity Have more time than money Expect hierarchical leadership Affiliation is important to most Born – Boomers, GenX, GenY, Millennials Grew up in times of plenty Have more money than time Expect participatory leadership Achievement is important to most

29 Primary Drivers Affiliation AchievementSpending time with people of similar backgrounds and experiences Strong focus on fraternal organizations (unions, lodges, etc.) Strong focus on families, neighborhoods Past-oriented and history-absorbed Achievement Relationships are valuable, but within the context of accomplishments Friendships have no geographic boundaries Little patience for slow progress What have you done for me lately?

30 Member Activities & DriversFellowship Spending time with others Usually Affiliation Performance Singing for others and being acknowledged Affiliation or Achievement Competition Being measured against others Usually Achievement

31 Chapter Demographics Group Discussion – 10 Minutes

32 Chapter Demographics What generations are in your chapter?Traditionals? Boomers? GenX? GenY? Millennials? What impact does this have? What portion is Affiliation- or Achievement- driven? What portion wants Fellowship, Performance, or Competition?

33 Chapter Customers Group Discussion – 10 Minutes

34 Chapter Customers Which customer groups do you want to serve?Existing Members Potential (new) Members Barbershop Fans Public (not yet barbershop fans) Performance Opportunity Chapter Leadership Does that align with your chapter demographics? If not, what is the impact?

35 Jack Of All Trades Some chapters try to be “all things to all people”. Given that customer groups, including members, have needs that may not align... How likely are those chapters to be successful?

36 Master Of Some A chapter may be more successful by focusing on the needs of a limited number of customer groups. But this could reduce or eliminate Fellowship, Performance, or Competition, which may alienate some members. How many chapters are willing to try this?

37 The Future? Imagine a world in which…There are many chapters, most with a single purpose There are many members, happy in those chapters Some are dual members, with no stigma attached Most chapters have a unique “persona” and potential members are attracted to the chapter that “fits best” Is that better or worse than what we have today?

38 Your Product

39 What’s Attractive? To attract customers, you need to be delivering a product that they want. For each customer group, the properties of an attractive chapter include…

40 Potential Members – AffiliationRehearsals are all about Fellowship Loosely structured with plenty of breaks, chatter, and socializing Lots of variety: chorus time, quartet activities, recognition, etc. “Fun” singing – little attention to quality and music is learned at rehearsal Regular visits to other chapters Performance is for fun and connection Low pressure, for audiences without high expectations Frequent opportunities to sing – holiday carols, singing valentines, arts in the park, etc. Most performances are free – senior living facilities, schools, churches, etc. No interest in Competition Usually no participation except as hosts

41 Potential Members – AffiliationMembership Focus is on interest in singing, not ability Limited or no audition standards Dues and chapter costs are intentionally low Existing members welcome new members openly Families Frequent non-singing social activities outside rehearsals Regularly attend rehearsals, develop a spouse auxiliary, etc. Director Retired musician or similar Affiliation-driven person with basic music skills, not a “heroic leader”

42 Potential Members – AchievementFellowship is only a small part of rehearsals Very focused, with few or no breaks, and strong riser discipline Socializing is limited to before and after rehearsal High attention to singing quality – music is learned and practiced at home Performance is for practice and income Few public performances, rarely free, for audiences with high expectations Rarely perform with other groups, except where relationships are important Competition is the goal Participate regularly, usually annually Use contest scores as a measurement of quality and progress Rarely host, since it interferes with contest focus

43 Potential Members – AchievementMembership Focus on singing ability, ability to learn, and desire to sing well Extensive auditions Dues are high to cover coaching and other chapter costs Existing members look forward to the contributions of new members Families Infrequent or no organized non-singing social activities outside rehearsals Spouses and families are not participating in chapter activities Director Music educator or similar Achievement-driven person with excellent music skills

44 Barbershop Fans Frequent news Opportunities to see the chapter performShow dates and events, headliners, coaching, etc. Opportunities to see the chapter perform Quality that is worth paying for Moderate entertainment value, not “singing for fun” Known, popular headliners/guests Mostly barbershop Limited non-barbershop repertoire and guests Afterglows Opportunity to interact with chapter and guests

45 Public (Not Yet Barbershop Fans)Awareness and image/reputation Chapter uses a wide range of media for outreach Chapter presents itself well online and in person May be associated with one or more known, local charities Opportunities to see the chapter perform Holidays and special events get the most attention Quality that is worth paying for High entertainment value to ensure repeat purchase Pricing options for a range of budgets Variety of repertoire Familiar songs from the 1950’s and later

46 Performance OpportunityAwareness and image/reputation Chapter uses a wide range of media for outreach Chapter presents itself well online and in person May be associated with one or more known, local charities Availability to be hired Holidays and special events get the most bookings Quality that is worth paying for High entertainment value to ensure repeat purchase Pricing options – full chorus, VLQ, quartets, etc. Variety of repertoire with broad appeal Appropriate to the audience and event

47 Reaching Customers

48 How Can They Be Reached? To reach customers, you need to be communicating in a manner, and with messaging, that is appropriate. For each customer group, the best ways to reach them include…

49 Existing Members Traditionals and Boomers GenX GenY, MillennialsMany lack technology skills, so prefer face-to-face, telephone, and printed communication – announcements at rehearsal, printed newsletter GenX Grew up with and prefer it – mailing lists GenY, Millennials Comfortable with mobile devices - text message, social media message

50 Potential Members – AffiliationAttracted primarily to Fellowship Interested in a chapter that is social – charity volunteerism also helps Communicate to and look for members In senior living facilities, churches, fraternal/social organizations, etc. In softball leagues, bowling leagues, etc., and friends of members In college fraternities/sororities, university clubs (chess, gamers), etc. In the audience at public performances – teach tags afterward Messaging Focus on interest in singing, not ability – free singing lessons, etc. Use “anyone can do it” and similar messaging Face-to-face is best, but online video conveying “fun” is also good

51 Potential Members – AchievementAttracted primarily to Competition Interested in a chapter that is goal-oriented Communicate to and look for members In college/university music programs, orchestras, and professional groups Among the members of garage bands, singer-songwriters, and other groups In the leadership ranks of non-profit organizations Among high achievers in business, sports, and other activities Messaging Chapter’s focus on product quality, past achievements, and future goals Looking for ability, desire to sing well, and care about accomplishment Online video that conveys “quality” and “accomplishment” can be effective

52 Barbershop Fans Attracted primarily to barbershop performancesLook for them Among purchasers of tickets to prior chapter shows Among members of other chapters Among purchasers of tickets to barbershop shows by other chapters At senior living facilities, senior centers, bingo halls, and other locations where Traditionals congregate In social media groups for local barbershop communication, activities, etc. Messaging Focus on headliners, afterglows, coaching, show dates, and other news Keep a chapter mailing list, but also post to social media groups for local barbershop communication, activities, etc.

53 Public (Not Yet Barbershop Fans)Attracted primarily to entertainment Group (seniors) and value-add (family pack) pricing increase attraction “Local” connection and charity volunteerism can also help Look for them In senior living facilities, churches, fraternal/social organizations, etc. At choral events, school/university concerts, and church concerts At outdoor events where music is present, particularly radio-sponsored In social media groups for local activities, as well as arts fans Messaging Focus on “fun” and “familiar” – holidays/special events are best Online promo video that conveys “fun” can be effective

54 Performance OpportunityAttracted primarily to entertainment value Pricing options – full chorus, VLQ, quartets, etc. “Local” connection and charity volunteerism can also help Look for them Through chapter members and families, particularly for employers In the audience at chapter public performances Through a booking agent, chamber of commerce, visitors bureau, etc. Messaging “Entertaining” and “appropriate for all audiences” – repertoire variety Holidays and special events get the most bookings Online promo video that conveys “entertaining” is essential

55 Alliances

56 What Is An Alliance? In the context of Building An Audience, an alliance is… Any relationship between a chapter and an individual or group, that benefits both, at little or no cost to either

57 Common Alliances Barbershop chapters School choral programsShare a show – reduce hosting, reduce repertoire, grow audience, improve ticket sales, etc. School choral programs Invite onto show – grow audience, potential singers Senior living facilities and hospitals Perform in exchange for free rehearsal space Perform at no charge and bring a reporter – free publicity Sports teams Perform national anthem – free publicity, grow audience

58 Uncommon Alliances Non-barbershop chorusesInvite onto show – grow audience, potential singers Musical theater, symphony, etc. Be singers for a production that includes a chorus Local non-profits, school groups, etc. Perform a fundraising show with 50% or more to the charity – free labor, free publicity, grow audience, potential singers Schools/colleges/universities Provide experience and possibly school credit to students – free expertise, free labor, free publicity, potential singers Examples include choral directing, vocal coaching, script writing, stage management, costume design, makeup, logo/flyer/program design, event photography/videography, website design

59 Uncommon Alliances Fraternal organizationsPerform in exchange for free rehearsal space – grow audience, potential singers Owner of empty office/warehouse space Provide “occupancy” in exchange for free rehearsal space Chamber of commerce, city council, etc. Perform national anthem – free publicity, grow audience Businesses that provide arts funding Perform a free show for community in exchange for grant money – free publicity, grow audience

60 Summary

61 What Have We Learned? Other chapters have the same issues – share your good ideas and copy theirs Customers are more than just the people who see your show Customers and your chapter are affected by generational and societal changes Tailoring your product can improve product satisfaction Adjusting and targeting your messaging can help win new customers

62 Additional Resources Harmony College Northwest EVG Regional Leadership Academy BHS Healthy Chapter Initiative initiative BHS Education (Harmony U / HU Online)

63 Questions?