Listen to Your Market

I didn’t want to create another kids’ show.

For years I’ve had a solid roster of school assemblies on the following topics: bullying, character ed, reading, science, math, recycling, history, Halloween, Christmas, and just for fun.

For libraries, I had Halloween and Christmas, and each year I’d create a new show for the Summer Reading Program theme.

Along the way, I also created middle school assemblies, adult and teen library shows, and specialty workshops like magic classes and balloon twisting.

Last year I added foam parties to my services. And I’m currently developing spirit theatre productions too.

So I really didn’t want to develop another kids’ show.

I even tried eliminating shows. During COVID, I took the opportunity to dial back my shows. At one point I had three different reading-themed school assemblies. I scaled back to just one, combining the best aspects of all three.

I also dumped my recycling and history shows. Why? I just didn’t enjoy performing them.

I really thought I was set. I had thinned out the herd to my best sellers. The ones that booked often. The ones I really enjoy performing.

Then came the winter magic shows.

Throughout the years, from time to time, new and repeat clients would ask me about a winter-themed magic show. Schools wanted an alternative to a Christmas show to avoid any religious connections.

Libraries wanted a winter show for the same reason. They also wanted an option for February break. Many schools have a brief winter holiday and libraries do what they can to draw patrons in during this time.

To placate long-time clients, I sometimes put together a winter-themed show but never developed it into a free-standing show I could market to new and old clients.

I always felt my “Christmas Magic” show was enough for the winter holidays.

After all, I reasoned, my Christmas show isn’t religious. It’s filled with Santa Claus imagery, tricks with Elf on a Shelf, and more.

When I think about it it’s more about the commercialization of Christmas!

But some folks want a winter-themed show to avoid even mentioning the word ‘Christmas.’ And when some do book it, they refer to it as a ‘holiday show’ in their marketing.

I always scoffed at this.

This year, I finally listened.

When some long-time library clients reached out to me, they wanted winter shows.

For whatever reason, after years of ignoring the demand, this year it hit me like a thundercrack.

“You know,” I said to myself, “If I develop a full-blown Winter Magic show, I can book more local library shows each February. That’s less time on the road performing out-of-town school shows.”

So I took notes and began to flesh out a well-thought-out winter show.

As I dived deeper into my notes, I had another epiphany.

“There’s a lot of potential material here. More than enough for two fully fleshed out school assemblies.”

Sidenote: For school assemblies, I always create two versions: one for younger kids and one for older grades.

That would give me more opportunities to get into local schools that were not as keen on a Christmas show.

After all, schools often have winter carnivals and such in my area.

More opportunities for local work. More potential to reduce out-of-town gigs.

Yeah, I’m brilliant.

It only took me nearly 20 years to come to this conclusion.

Creating a new show isn’t easy. The way I create my shows is a lot of work.

Each show has its own theme. That means a show logo, side banners, and a custom backdrop.

The show has to feel like a theme show. It’s more than taking standard tricks and creating themed patter around them.

Costuming, custom props, music selection, new webpage, photos, video, and more.

Yeah, I really didn’t want to create another kids’ show.

But as I started getting into it, I got excited.

To my surprise, there was a decent amount of good ‘winter’ props and routines out there. And this spark helped me create effective routines for less-obvious props.

My graphics guy has created an adorable professional-looking logo. Parlaying that into side banners and a backdrop is a snap.

While I stumbled into creating a winter-themed show –

Scratch that.

I had to be dragged kicking and screaming to the idea of creating a winter-themed show.

My point to all of this? Listen to your market.

If you’re established enough, new and old clients will approach you with ideas.

They’ll ask you if you offer a show on ABC or XYZ topics. If you get enough requests, consider putting the show together.

Want to research the idea further? Send a survey to your clients asking them if they’d be interested in such a show.

(You DO maintain a client list, right? If you don’t, you should.)

There are a couple of caveats to all of this. First, can you do justice to the topic or theme?

For years, I’ve gotten the occasional request for a test-prep show or a nutrition show.

I just didn’t feel comfortable offering a show on either topic.

For the test-prep show, I am sure schools expect certain key segments in such a show. I wasn’t sure if I could create a fun magical show around such a topic. Maybe you could, but I didn’t want to.

Part of it was I was busy enough not to want to do the work on the topic. The other reason?

I just wasn’t interested in the topic. I lacked passion.

That’s caveat number two. If you’re just not interested in the theme, don’t create the show. If you’re not really into it, people will pick up on it.

The third caveat is a big one, at least for me. And for the aforementioned nutrition show, it’s something I lack.

Credibility.

I struggle with my weight. Right now I’m working hard to drop a lot of weight.

This has been a struggle for me for about 15 years. I had terrible eating habits growing up but never had to worry about my weight.

Then I hit my late 30s and my metabolism apparently decided it was tired of fighting the good fight. It threw up the white flag and my weight has been an issue ever since.

So I’m not the guy to stand up in front of kids and preach the virtues of a good diet.

But to circle back to the whole point of this issue, listen to your market.

Are they telling you what shows or services they want from you?

If so, ask yourself these questions:

1. Am I (or can I be) passionate about this topic?

If you love the idea of the show, you’ll be more motivated to do the work to make it great. The deeper I got into the winter show idea, the more excited I became.

2. Can you realistically do this show justice?

Are you willing to research the topic (if it’s educational) and/or put together or buy the right props and routines? I’ve had to invest in some solid winter-themed props. It’s not cheap, but I’ll have a better show.

3. Would you be credible doing a show on this topic?

Again, I ain’t the right guy for a nutrition show.

Consider all of this. Be honest with yourself about the work involved.

But if you check all the boxes, you just may have a new revenue stream.

Have a great week!

--Cris

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