All this gear is great, and may have cost you a small fortune. And it probably makes it possible to produce a better record. However, how is that GML equalizer going to assist your clients sell more records or downloads than an ART EQ? Artists do not care if you take advantage of a thousand dollars worth of gear on their album, they would like you to help them SOUND like a thousand bucks.
And yet, many studios promote their studio by simply listing their equipment on their website or displaying their equipment on a studio visit. They hope and pray that it will create such a magnificent impression in their possible customer they simply cannot resist recording their studio.
Why does list your equipment make your studio imperceptible?
Unfortunately, nobody geeks out about studio equipment up to studio owners and engineers do. Sure, it may create a wonderful vibe to your customer, picturing himself sitting amongst a humming sea of red hot tube preamps. However, in the long run, they want an incredible record of their songs. As the saying goes, nobody wants a drill, they need a pit.
If the rest of the studios are marketing themselves listing all their great gear, then no one stands outside. All studios have lots of gear. If a customer walked into your studio and there was not any gear, there could be questions. So needless to say you want your equipment to make a great record (and avoid all those questions). But by using your gear list for a substitute for great marketing gets you lost in the ocean of all the other recording studios in your region, and in essence makes your studio invisible. Given no other reason to record one studio or another, the client is forced to decide according to one thing: price. Blah!
Where are you sporting your cloak of invisibility?
Every time someone interacts with your own toronto recording studio brand, whether through business cards, print and studio visits, or almost through the Internet, you’re creating an impression. These impressions can be weak or strong, and are very important at the very beginning when you have no connection with your prospective customer. They make the distinction between taking a second look in your recording studio rather than giving you the time of day.
Take a look at every aspect of the way you present your studio. Do you look like everyone else?
Here’s a test. If you advertise, find several advertisements of other regional studios and substitute their domain and address with yours. Does this make any difference? If not, then you are not creating a very strong impression. But the good thing is that they aren’t creating a solid impression , and it will be easier for you to stand outside!
What causes invisibility in recording studio marketing?
The cause is rampant in almost every industry, not just the recording studio market. When a new business is launched, the proprietor may be really active or not know much about marketing or promotion. She takes a shortcut and looks to find out who else is advertising in her industry. She studies her competitor’s advertisements, flyers and web site. Then she creates ads, flyers along with a website based on what everyone else is doing. But now, her marketing and promotion looks quite similar to her competitors marketing and advertising.
The Way to Create Your studio stand out and become visible again
What makes you different is not really the layout of your own studio or the tens of thousands or hundreds of thousands of dollars worth of equipment. All that stuff could be purchased or replicated. And in the hands of hacks, the best sounding rooms along with all the gear in the world won’t make a little difference.
The secret of standing outside is leveraging something which can not be purchased: you, your employees and your philosophy.
Unfortunately, there’s absolutely no way to implant who and what you’re into a potential client’s brain, which means you’ll need to create an simple opt-out message that you may easily communicate to your customers.
Making Your message
Creating your message can be one of the most difficult exercises in your company. We’re so utilized to dull, run of the mill marketing messages, we are almost unable to break the mold and create an original message for ourselves.
We will need to get clear on who we are, who our ideal client is and the way we want to serve that client.