What To Do When Times Are Slow
by Jodie Bentley
One thing became very clear during the iPerform Industry Panel we co-hosted recently with two agents and a casting director - we are all in the same boat. Agents are getting fewer appointments for their clients; casting directors are in search of their next job; agents are hoping enough income is being brought into the office to keep it afloat; casting directors are allowed fewer days to cast projects, resulting in the fewer agent appointments - and the cycle goes on. Now I am not trying to paint a bleak picture but it is important to know the trends that are affecting you as well as others in our business.
Every actor I speak to, myself included, has felt this 'recession' first hand. Commercial auditions have dropped by more than 50%; not only are there fewer commercials being made but budgets have grown smaller so what used to be three days of auditions is now two. In theatre, film and TV, big name and small name stars are taking jobs they never would have taken in the past which leaves fewer auditions and roles there as well.
So what do we do with all this information?
Well, one thing all our industry guests agreed on was that this downtime in our biz will not last forever. And more importantly, now is not the time for an actor to disappear or to get frustrated. It's time to organize your business and get your career in order so you will be ahead of the game when our business as a whole is in an upswing.
A big part of our business is Marketing. If you have heard us say it once you've heard us say it a thousand times - Marketing Never Stops! So how do we continue to market ourselves in a slow economy? And how do we market ourselves when our own pockets are a little bit lean?
Here are three ways to continue your Marketing this summer and beyond for FREE -
Social Networking is the best free form of promotion for an actor. We all use Facebook, MySpace, LinkedIn, and Twitter for our personal lives. But what about our 'acting' lives? All of these tools are a great way to get introduced to actors, casting directors, other industry professionals, and show forward motion in your career. It is no secret that actors have gotten more exposure and even have been cast off of these sites. If it isn't a piece of your marketing plan you are doing yourself a disservice. Start creating the social networking component of your marketing plan - make sure to keep your brand in mind when doing so. If you are not sure where to start, attend our seminar Social Networking - The New Way to Brand on June 3rd!
Newsletter Marketing is another free way to keep in touch with your fan base and support system. Our friends, fans, and acquaintances are a huge part of our Marketing strategy. You all have a fan base - it exists in your list of emails and your Social Networking friends. By including people in what you are up to, you are sharing your successes and showing the forward motion in your career and your life. I have three sections of my monthly newsletter: one for my acting, one for The Savvy Actor, and the third for my dog! I like adding a fun personal angle. Our career coach Doug Shapiro, has an amazing newsletter, that is a brilliant way of encompassing his support system and making them feel a part of a community - he calls them FOD's - Friends/Family of Doug!He even throws FOD events to bring together his community and create networking opportunities.
Guerilla Networking is an outside of the box approach to enrich your support system and promote yourself in a non-icky way. It encompasses performing at open mics (Cast Party is awesome!) or getting involved at a free cold reading series (Naked Angels is a great one!). It is also asking friends, colleagues, peers, casting diectors you know, directors you know out for a coffee date. A cliché New York thing I know but, find out what makes people successful. What have they learned in their careers? What tips can they offer on networking and getting to the next level? Take this time and learn from those around you who have the career you want. Also part of Guerilla Marketing is bartering. Can't afford those new headshots - well what can you barter? Are you a massage therapist or vocal coach who can barter services. Can you offer administrative skills or organizational skills to an acting coach or school?
In these slow and lean times, I urge you to stay positive and use these free marketing tools to keep your business and career on track. Now is the time to move forward not backward and set yourself up for a successful fall. That's a being a savvy and strategic actor.
