|The New Mum
Occupation: Nurse, currently on maternity leave
Background: Mother and baby groups have reminded her how much she loves singing, but she can’t stand 'Wheels on the Bus’
Looking for: Meet new people, establish identity beyond 'new mum'
Musical experience: Low - sings at home
Occupation: IT Project Manager
Background: His three children are now teenagers, meaning The Returner now has more free time and is looking for a music group to join
Looking for: A personal challenge
Musical experience: Medium - played saxophone at school and university but hasn’t played since
|The Leisure-time Musician
Background: Lives on her own, used to be in a community choir
Looking for: A musical challenge
Musical experience: High - good singer - played violin and trombone to grade 8
Occupation: Retired military scientist
Background: Recently retired and looking for ways to enjoy her new-found free time
Looking for: A new challenge & Meet new people
Musical experience: Low
Occupation: Broadband engineer
Background: After a sports injury, The Socialiser can’t play football anymore, so he is looking for a new group to join
Looking for: Part of a team & Regular activity
Musical experience: Low - plays guitar a bit - can’t read music
Once you have a better understanding of your current members, it's time to look at how you can use this information to understand who your potential new members are.
Who might join your music group?
In Part 1 of this toolkit, we listed some example steps a person might take before joining a music group. We are going to re-visit these now.
Your new member may have:
As mentioned before, whatever steps an individual takes to join a group, your recruitment job is to try and be in in the right place at the right time to take advantage of the circumstances and influences.
But you might be thinking - well, if people’s motivations and combination of steps are so varied, how do make sure we are in the right place at the right time? To get this answer, you need to first understand your potential recruits - what do their lives look like, what do they need and why would they join your group.
Who are they?
Anyone looking to join a music group has their own needs - you simply can’t get everyone. But of all the people looking, some people’s needs will match your needs (see Part 1), and the things that your current members love about your group (see Part 3). These are the ones you can reasonably expect to recruit. So, let’s have a look at who those people might be.
We have developed five personas for people who might be looking to join a music group, all with different motivations and barriers. It isn’t an exhaustive list, but we know from research and talking to members that they are typical.
INCLUDE application process
Exercise - find your personas
Of the five personas, your group may only appeal to two or three. Look at where the traits and needs of the persons overlap with who your current members are and what they like about your group. These are your most likely new members recruits.
You might find there isn’t much overlap – in which case you can look to develop your own personas based on what you know about your current members. If you do develop some new personas of your own, please feel free to share them with us!
By the end of the exercise, you should have a identified a few personas, plus the traits and motivations that make them a likely potential recruit and why your group is good fit for them.
In Part 5 we will look at how this information will become the foundation of your marketing message. The aim is to communicate these key aspects to potential recruits so they can visualise how your music group could enhance their lives.
We hope you find this Making Music resource useful. If you have any comments or suggestions about the guidance please contact us. Whilst every effort is made to ensure that the content of this guidance is accurate and up to date, Making Music do not warrant, nor accept any liability or responsibility for the completeness or accuracy of the content, or for any loss which may arise from reliance on the information contained in it.