Got Data?

Got Data?
By Jeff Stone

Many of you know that I’m a database and web programmer besides a magician. That being said, I try to organize every aspect of my life in database tables. I know. I know. I’m nuts. However, there are some things that need to be captured in a database. The database can be anything from a sophisticated high-end database to a few stone-age sheets of paper in a file folder. The level of detail and sophistication will be up to you and your tolerance level, but one thing is for sure. If you want to be considered a professional, you need a database.

If you’re not a pro, that’s ok. I realize, of course, that many people who subscribe to this magazine are new or do magic as a hobby, etc. If you happen to fall into this category, then you may decide to skip this particular article. For those still here. You need to answer a few questions about your database:

  • What information do you want to keep track of?
  • Why do you want to keep track of it?
  • How will you keep track of it?
  • When will you keep track of it?
  • Where will you keep track of it?

For me, personally, I keep track of my clients (those who book my show) and my customers (those who purchase my products). For the products, we’ll leave that discussion for another time. Basically, that’s all taken care of by my e-commerce website.

What?
For my clients, however, I keep track of the following:

  • Basic Contact Info (name, number, address, email, etc)
  • Date of each show performed
  • Location
  • Fee
  • Notes

This, of course, mostly applies to set performances where you are hired to entertain for an event. If you are a regular performer in a strolling situation (like a restaurant magician), then you will likely have different needs. In your case, you’ll still want to keep some system of organized data because you will get contacts from the restaurant patrons that will ultimately lead to the type of gigs mentioned above. Also, the restaurant manager/owner is your client that should be in your database.

Why?
Although we each have our reasons, allow me to share mine. First, I collect data so that I can later contact the client for a few different reasons:

  • To get testimonials
  • To send a thank you gift
  • Re-bookings
  • Notes for reference during future phone calls

If I do a repeat performance, I want to know how much I charged, how well the show went, details about the venue, etc.

How?
For me, the geek, I build databases, so guess where I keep mine? However, all you need for yours is a sheet of paper with the customer’s basic information. Then add sheets of paper with notes as needed. It can really be that simple. Then just keep a file box storing the files alphabetically. You could also consider software like ACT or for those a little more savvy might want to consider some of the other open-source CRM (customer relationship management) software out there. Or a simple spreadsheet might do the trick. It all depends on how many clients you have and how many you plan on having.

When?
This is one of the most critical aspects of tracking data. The sooner you enter the data, the better. Don’t do a show today and make an entry in two weeks. While the information is fresh, enter it into your system. Do it as soon as the show is over. Depending on the information, some of it can be entered before the gig (client name, etc). However, any notes about the show, the venue, the client that comes later, enter it soon.

Where?
Finally, “where” closely relates to how. If you’re using a paper system, will it be in a file drawer, a file box? Will it be portable? Will you keep it on your computer? Will you keep back up copies? Where? Some of the databases I use (other than magic), I back up weekly to a disk which is then stored in a location different from the original current file. If you are using paper, make photo copies and keep them somewhere else.

Final thoughts:
My hope here is to inspire you to think about the business side of your business. We, all too often, get caught up in being the star of the show that our business gets neglected. We forget to go out and get new clients. We forget to keep track of the ones we have. We forget to treat the ones we have with the proper respect. Sure the business side of things is no fun, but it is a necessary evil. Ultimately, according to Maslov’s wisdom pyramid, data leads to information. Information leads to knowledge, and knowledge leads to wisdom.

Do You want wisdom? Then I must ask you this: Got Data?

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