If you have been to a shopping mall on, at least, one
occasion, you know the tremendous crowds that most of
them attract daily. Hundreds, and even thousands, of daily
shoppers flock to the largest shopping malls.

And, while most malls have large crowds year round, two
of their busiest shopping periods are during summer and
Christmas seasons, which adds even more potential mall
shoppers.

Also, most people tend to, naturally, shop in their own
neighborhood malls in the interest of convenience and saving
time.

And, there is an entirely different crowd that frequents malls
during summers, and that is the one that desires to stay
cool for free while reducing its home cooling bills.

But, while the mall itself is a large crowd attraction overall,
a number of its stores are even more attractive with
consistent repeat customers. Such stores include; hair
salons, sports stores, game stores, clothing stores, eye
clinics, nail salons, music stores, restaurants, just to cite a
few.

And, while you may feel that the only stores your music is
likely to have anything in common with are mall music
stores, here is an idea on how you can get other unrelated
mall stores working with you in increasing your gig
audience as well.

First, for maximum effect in increasing each gig's
audience, select the mall that is closest to your upcoming
gig.

Next, approach various store managers in the mall with the
proposition of a "barter" deal, whereby, through a
co-promotion, you agree to distribute fliers at your gigs
that include their store coupons, discounts or ads in
exchange for their placing your band's promotional fliers
on their checkout counters for their customers (this will,
obviously, involve your creation of two separate fliers).

Flyer #1:

Flyer #1 will be your normal flyer (you do have one, right?)
that you use to promote your gigs. Again, this will be a
group of your fliers (say, 50, or so) that is left with each
store.

Flyer #2:

Flyer #2 is the flyer that you will use that contains your
various stores' coupons that you will distribute at your area
gig.

In creating this particular flyer, if each store can provide
you with a discount coupon, this is great as you can then
take the coupons and photocopy them onto a master
sheet, then easily make copies from the master sheet.

If some stores agree to the co-promotion, but do not have
discount coupons, have them provide you with a business
card with a special notice or symbol on it which you will
photocopy on the flyer, and which store personnel can
identify as the co-promotion campaign when a customer
brings one in.

If, for whatever reason this will not work, ask the store
manager if you can create a simple design on computer
with your band name and the store name, along with any
discount the store wishes to present. The store will also
likely wish to approve your design before you distribute it.

While the preceding may sound like a bit of effort initially,
keep in mind that this is not a one-time deal, but is to be
an ongoing relationship with the store since you will likely
play in the area again and, therefore, is worth this small
investment of time and task.

Also, at such office supply stores such as Staples and
Office Max, you can usually get copies at a nominal cost,
from two to seven cents per copy.

Now, consider the possible increase of your audience
over a short time period if you can:

* Get an agreement with ten stores in any given mall
* Distribute 50-100 fliers to each mall store
* Pass out 50-100 store coupon fliers at each gig
* Multiply this process by five area malls

Then, repeat the entire process.

Special Note: Approach stores for co-promotion *only*
after you have obtained permission from each upcoming
gig management to distribute such a co-promotion
sponsorship flyer in the gig venue.

Doing so, in advance, will save any unnecessary time and
effort should the venue not approve later.

Kenny Love is president of MuBiz.com, a multi-service music firm providing radio promotion, media publicity, gig publicity and business services for musicians. Get complete details at MySpace.com.