Why I Advertised My Consulting Business in a Phish 'Zine ?

Taking a Calculated Risk…Maybe So, Maybe Not ??

This summer, I decided to branch out and try reaching new audiences for my business. I’m used to working from referrals – the majority of my business comes from my network – but I wanted to connect with communities and organizations outside my typical circles.

My wife, Jen, is an old-school Phish fan. She’s been to hundreds of shows and is my real connection to the larger Phish community (as far as jam bands go, I’m more of a Grateful Dead ‘67-’77 guy). Through Jen, I discovered Surrender To the Flow (STTF), a beloved, volunteer-led publication for Phish fans that produces new print and digital issues during Phish’s busy tour seasons. STTF is a labor of love centered on the band and community.

Why Phish Fans?

Phishheads are part of a huge yet tightly-knit community that connects beyond the concert experience – they trade recordings, discuss band rumors, plan group vacations around tours, and even study together . Trusted fan-to-fan recommendations mean a lot in this world.

This got me thinking: many Phish fans run their own businesses or hold non-profit leadership positions. Some are likely facing organizational challenges that align with my services. STTF always includes a few small business ads. Could advertising in the summer issues attract new business??

After meeting with Christy, STTF’s wonderful founder and editor, I decided to take out a small ad in three consecutive issues for the summer tour. Here’s why:

• Multiple exposures: STTF distributes up to 5,000 copies per show, and people keep the issues on hand during show and festival downtime. Many fans attend multiple shows – meaning, my ad would be seen more than once. Also, STTF gives advertiser shout-outs on their Facebook page, which has 46,000 followers. This created multiple exposures for my business to a large, passionate community.
• Successful examples: Christy told me other small businesses had successfully made new contacts through STTF. After following up with them, it gave me enough assurance that this was worth trying.
• Using my connections: I was referred to a talented and affordable designer within my network to design the ad. So creating a simple ad was quick and within my budget.
• Standing out: Compared to other ads – ranging from lawyers to handmade jewelry to campgrounds – my services offered something different. Also, I referenced upcoming Phish events beyond the summer, to encourage long-term consideration and planning.
• Supporting good people: Christy at STTF was kind, approachable, and easy to work with. I was able to advertise at a small business-friendly rate, making this a low-cost experiment. Even if I didn’t get new business, I was glad to support them.

What Happened?

For me, this was about trying something new and learning from the experience. I gained a few new LinkedIn connections and newsletter subscribers from the ad, and we’ll see if it leads to any new business opportunities. I went in with managed expectations and, based on early results, decided not to renew the ad for the Fall shows.

Questions to Guide You

I’m a big believer in taking small, calculated risks – they spark creativity, help you identify what works, and help reduce fear of failure.

If you’re considering trying something new in your work, here are five questions to guide you:

?? What’s your #1 goal and outcome you’re aiming for? Be clear on what you’re looking to gain from the experience – whether it’s new business leads, learning about a new market, or something else.

??Do you have enough resources to take the chance? Set a budget for it. I view this like a night at the casino – set your limits and stick to them.

??What insights can you gather beforehand from data and anecdotes? Talk to those who've taken similar actions, and post questions on LinkedIn for input from your network.

??? What’s your timeline? Set a start and end date. Know when to walk away if it’s not working.

?? How will you measure success? Have a clear and simple idea of what success looks like for you, and set a range to manage your expectations.

And don’t forget to celebrate taking a chance. Regardless of the results, treat yourself to a small reward for the effort. After submitting the STTF ad, I bought a good coffee and took the afternoon off.

Are you testing any new strategies to grow your business? Drop a comment below – I’m interested to hear about your experiences and what you’re learning.

Thanks for reading,

Dan