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 in-person 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.

Here’s my ad:

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 the top 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