The Santa News Journal

Christmas in July jobs have been completed and customers are now looking forward to the 2009 Christmas Season. A number of requests for Santas are posted in this edition of the Santa News Journal under Job Opportunities. If you see an opportunity you are interested in please send an emali stating the job description and the job #. Please send us your updated resume and photograph file to allow customers to select the Santa who will be the best one for them and the best for the Santa. Be sure to send in your 2009 Job Interest Update form to SantaForHire.com. The e-mail address is SantaJobs@Santaforhire.com.

Many of us are feeling the effects of tighter finances this year and we need to remember that our customers are feeling the same struggle.  Santa’s all over the United States are reporting that while the calls are steady for booking this year….it is much slimmer than previous years.

Many of the repeat company parties that all of us have come to depend on are not booking this year.  The majority of companies that have thrown elaborate parties for their employees and their families are finding that there is no budget for frivolities.

The malls and photographers are being heavily affected as well.  A number of malls will not be hiring real bearded Santa’s this year but replacing them with fake bearded Santa’s at a lesser pay scale in order to make up some of the loss from the lack of picture sales.

While the calls are slow but steady there are still markets that need Santa’s.  Instead of getting a mall job….you may want to try soliciting a store (large department store) for a few days a week.  Be reasonable in your rate.  If you try to charge them for your lost business….they will find someone else.  Home parties are still out there but once again be reasonable in your pricing.  Customers that book home parties are feeling the economy pinch as well.

This season is not like any other that I have experienced in the past years.  All of us in the Santa business need to be realistic and flexible in our pricing to accommodate our customers who are struggling.  Be thankful for the jobs and customers that have contacted you.  Always remember that this crisis will soon pass and things will hopefully be better next year.

Agents, Agents, Agents!

They are everywhere….how do you know that you are getting the right one for you?

Below is a few things to look for in your agent.  However, let’s first determine what an agent does.

A good agent will get you exposure.  This can be done in many different and creative ways.  The easiest is with photo’s.  An agent will request that you have quality photo’s for them to present to a potential client.  These photo’s are the clients first impression.  That first impression will get your foot into the door.

Once you are in the door…..it is important for the agent to have great selling skills.  They need to convince that client that you are better than the others that are vying for the same job.  And lastly, the agent needs to be able to close the sale and get you the booking.

There are a number of different agencies out there and they fall into two categories;  Employment Agency and Talent Agency.  Both of them will get you exposure – but they will expose you to different clientele.  An employment agent will get you exposed to malls, home/corporate parties, overseas jobs, media advertisements and the occasional commercial.  A talent agent is more likely to expose you to the film industry and television.  Depending on what you want to do….getting the right agent is important. Some agents are very local and only work in a certain county or city while others have expanded out more and cover multiple countries and states.  And finally there is payment.  An employment agent will place a bid on a job and give the employee (Santa) a fixed amount.  A talent agent will place a bid on a job and give the actor (Santa) a fixed quote, and then subtract the agents commission from the quote given.

Now that we have an idea of what the agent does, how can we be sure that we are at the top of his list?

As stated earlier, the best form of advertisement is photo’s.  Lots and lots of photo’s in various Santa props.  Make sure that your agent has a new photo every year and an updated resume.  This should be a standard entry on your calendar every year to get this done.  The less time and money an agent has to spend following up on you the more likely you are to get first bid on a new job.  Mail, call or email your agent within a few days after a job and give feedback about your experience with the customer.  It is important for the agent to know how things transpired from both sides of the fence.  A good agent will always contact the paying customer to see how the job went.  The agent is YOUR paying customer and his/her satisfaction is important to getting new business.  The most successful Santa’s in the business treats his character as a business.  If you show up as paid talent you will get results of paid talent.  Although a Santa’s performance is his calling card with the children – it is what happens prior to the performance that will get you the jobs that are the most memorable.

If you should have any requests for articles that you would like to see written or have questions, please write Lesley@EliteSantas.com.  All inquiries are welcome and encouraged.

SantaForHire.com establishes a new company in Hong Kong for further expansion into
the China Market

Released 8/6/8 Newport Beach, CA

SantaForHire.com is pleased to announce the establishment of MM Pacific Group Ltd. in Hong Kong and the expansion of SantaForHire.com into a multi-national company to provide Santas into the China Market.

After many years of providing Santas to Hong Kong and Mainland China, SantaForHire.com has opened the doors of its newest office in Central Hong Kong to serve the Asia-Pacific Region and particularly the China Market. Having a physical location in Hong Kong will give customers immediate access to information about the availability of Christmas Promotions and the Santas that are available for appearances in China. The new company will enable customers in China to place contracts with a local Hong Kong based company. MM Pacific Group Ltd. expands SantaForHire.com offering to provide the Santa talent and a complete Set Design, Installation and a Photography operation if required.

Santas interested in jobs in the Asia-Pacific Region will benefit by having a China based company that is dedicated to expanding into China and other countries in the Region.
This will be the 9th year SantaForHire.com has been providing Santas nationwide in the USA and the 4th year of providing Santas in China. SantaForHire.com, which has its corporate office in Newport Beach California, has continually strived and achieved complete customer satisfaction and wishes to provide the same quality service to its overseas customers as the business expands internationally.

Professional Santa, members of the National Association of Professional Santas (www.theNAOPS.com) who would like to be considered for an assignment in China can apply at: www.MMPacificGroup.com.hk or www.ChinaSantas.com. The latest news regarding Santa activities and job openings in the USA and China can be found at the Santa News Journal website www.SantaNewsJournal.com.

If you would like more information about MM Pacific Group Ltd. in Hong Kong please contact Lesley Thompson at the address below.

MM Pacific Group Ltd.
Room 1206-7, 12/F, New Victory House,
93-103 Wing Lok Street, Central, Hong Kong

Hong Kong Phone: 852-2201 1065 Fax: 852-3105 0902
USA Phone: (949) 544-1824
E-mail: info@MMPacificGroup.com.hk
Websites: www. MMPacificGroup.com.hk and www.ChinaSantas.com

Santa enjoys reading books to children all over the world.  Below are a few favorites that we collected from our Santa’s at www.SantaForHire.com.

Polar Express:  This is a story of a little boy who still believes in Santa. He takes a magical train ride on Christmas Eve to the North Pole and see’s Santa.  He then becomes a believer. (Houghton Mifflin, 1985)

The Legend of the Poinsettia:  This is a story where a little girls mother becomes ill and is unable to complete a blanket at the Church’s Christmas manger.  A miracle happens when she places weeds at the manger with love and they become beautiful poinsettias.  (G.P. Putnam’s Sons, 1994)

The Nativity:  The text of this book is taken from the gospels of Luke and Matthew and Isaiah.  This book serves as a wonderful introduction to the story of the birth of Jesus as it is written in the King James version of the bible. (Candlewick Press, 1996)

A Baby Born in Bethlehem:  Based on the gospels of Luke and Matthew this story emphasized the joy of Jesus’ birth. (Albert Whitman & Co., 1999)

All children need clothes and seem to grow out of them as soon as they are purchased.  This can be very expensive and there are alternatives to buying clothes brand new.  Sometimes it is impossible to get hand-me-downs to help save on the expense.  Below are a few ideas that have proven to help save time and expenses when trying to cloth your child.

PTA:  Most schools have a PTA (Parent/Teacher Association) and this is a great way to save on time and money and can bring in some money for the school.  Twice a year have the PTA organize (or you can take on this for them) a “clothing exchange”.  Announcements can be sent home with the children to their parents.  Ask parents to volunteer bringing in their childrens gently used clothing that they have grown out of.  Set tables up at the school and have parents come in a shop for clothing that will fit their child. Price the items at $2.00 or less.  After your day of sales the school gets a portion of the proceeds (this is usually predetermined prior to the sales day.  Make sure the parents understand that this is also to benefit the school).  The remainder of the proceeds go to each parent that set up a table/stand.
Home clothing exchanges:  If you have a number of children in your neighborhood, you can set up the same thing within your home with the parents.  This can also be done without money but just trading clothing items.  Every one wins in this situation.
Consignment stores:  Many consignment stores specialize in childrens clothing only and baby items.  These can be located in your local phone book.  A number of clothing items in these stores still have the tags on them.  They will also purchase your gently used clothing at a nominal fee or give you double the store credit.

Santa always worries about children and wishes them the best in health.  During the cold and flu season it is most important to teach your children good hygiene but don’t stop there.  This is a lifelong lesson that should not stop because the flu season is over.

Always wash hands before meals.
Wash hands after using the restroom.
When you have a cold, use your hand to cover your mouth when sneezing or coughing.
Use face tissue to wipe your nose.
Disinfect toys after they are handled by multiple children.  (after a playdate, or an afternoon at the park)

These are not guaranteed to keep you healthy but it does cut down the risk of catching ill during the cold and flu season.  When practicing these items with your children….set up a change jar and every time they complete one of the steps put a coin in the coin jar.  If the parents are also taking part…..put a coin in every time they do them as well.  Before you know it the whole family can go out and play a game of miniature golf or go to the movies.

Santa is best known as bringing toys to all the children and who is better to give ideas on toys than Santa. Below are some of the toys that our Santa’s at www.SantaForHire.com   has recommended.  Many of them suggested toys that build imagination and thinking skills.

Lego’s:  These little building blocks will provide hours of interaction with your child.  They come in a variety of sizes and colors.  There are the Mega blocks for the toddler, then the regular sized for the 5-8 age group and then finally the tiny Lego’s that are for the older children.  If you have a child that is good working with their hands, whether it is a boy or girl they can build things such as a princess castle and horse drawn cart, drag or race cars, etc.  There is no end to the amount of things that can be built with a Lego.
Lincoln logs:  Another great source of thinking and hand on skills.  These can be used to make a number of structures.  Who knows maybe you have a great architect on your hands.
Dress up:  Some of the best dress up is mom and dads or even the grandparents hand me downs.  Kids have a great time pretending with oversized clothing.  It is not always necessary to go out and buy perfectly sized dress up clothes.
Cars:  Boys and girls love to push around cars and pretend they are driving.  Remote control cars are great but do not stimulate the imagination like a push car.  Cars can range in a variety of sizes and with a little help from mom and dad to get them started….making a track in the dirt or chalk lining on the sidewalk makes great streets for them to drive on.

One of Santa’s favorite past times is eating cookies.  Here is a cookie recipe that the children can help with.

INGREDIENTS:
·    4 ounces butter or margarine
·    1/2 cup milk
·    2 cups sugar
·    1 cup semisweet chocolate chips
·    3 to 4 tablespoons peanut butter, optional
·    3 cups oats, quick or old-fashioned
·    1 teaspoon vanilla extract
PREPARATION:
Place chocolate chips, peanut butter (if used), oats, and vanilla in a large mixing bowl. Combine the margarine, milk, and sugar in a saucepan; bring to a rolling boil. Boil for 1 minute. Combine the hot mixture with the oatmeal and chocolate chip mixture; stir well.
Drop by spoonfuls onto waxed paper.

Many people get spooked at the idea of marketing.  What is marketing? Or you may say to yourself, “I’m not a salesperson.” Or you may think that it is too early to start marketing.  We just finished the 2007 season.  Let’s start with the definition of marketing.  According to Webster’s it means:  1 a: the act or process of selling or purchasing in a market b: the process or technique of promoting, selling, and distributing a product or service 2: an aggregate of functions involved in moving goods from producer to consumer.
For a professional Santa actor I would add that Marketing is the process of making customers aware of you and your services and convincing customers that you are a high quality Santa, who is reliable, trustworthy, and jolly and will be all the things that parents expect of Santa Claus. A Santa actor needs to market himself differently to each category of customers:
1.) The Company party coordinator
2.) the Mother who wants Santa in her home for her children
3.) the Photography company that wants Santa to pose for photos at Mall or in photo studios
4.) the Casting Director who wants a Santa for a TV commercial or a Print Ad.
5.) the International Customer that wants a Santa who will meet the expectation of the country’s customs
The business of Santa has become very competitive with over 1000 registered Santa’s nationally, it cannot hurt to start now and get exposure. You do not have to be a seasoned salesperson to do a great marketing job.  It takes a little time and thinking outside of the box to get the ball rolling.

Who do I market?

Sit down with a pen and paper and think of all the local clubs, organizations, events, people, planners, etc. that may need your service and write them down.  Then narrow these down by putting a star next to the groups, functions that cater to children or may have events pertaining to children (i.e. PTA, Churches, and Mothers groups).  If you are looking for more permanent work, write a list of the local malls and photographers who are in the area. And if you work through an agent – make sure they are on the top of your list.  Why would you put your agent at the top?  Believe it or not, a good agent starts calling your previous customers and marketing you for the upcoming season right after the New Year. Your agent needs current paperwork and new photo’s to properly do this year after year.  Make sure your agent has the tools they need to market you effectively.  Now we know who to market, let’s find out how to market.

How do I “market myself”?

If you have a good agent that is consistently getting you more work every year, then you do not have much to worry about.  The work is being done for you.  However, it can never hurt to do some marketing on your own and bring in more business.  The easiest and most inexpensive way is with business cards. You can buy these buy the 1000’s and hand them out – and it only cost you pennies.  Make sure to have your stage name, agent phone number and county/city that you want to service and website. If possible, have a photo of yourself on the card as well.  Keep these on hand with you at all times.  People will say “you look just like Santa” – what a perfect opportunity to hand out a card.  Another great item is signs.  The car magnets that you see on many cars cost about $50-$60 per pair.  Santa drives A LOT; why not advertise on your way to the grocery store or to a job.  People will drive by and jot down your number.  Bus stop signs….are inexpensive and can pull in a large amount of business for you.  Prices vary from state to state but can be as low as $100 per month plus a set up fee.  Websites are inexpensive to maintain (as low as $60 a year) and are very effective to this day and age of internet users.  Local periodicals are effective if the ad is eye catching.  To take out a quarter page ad with your photo in color can vary from $50 to $200.  School newspapers are effective and what better advertising than going home with 700+ students at one time for a nominal fee or donation to the PTA.

What should I charge?

It never fails – once you have someone’s attention the first thing they will ask is “how much.”  DO YOUR HOMEWORK.  You don’t want to go through all of this effort and find out that you were too expensive or bid to low.  Call local competitors and find out how much they charge per hour, ½ hour, etc.  Call children entertainers in the phone book – you may not realize this, but many of them have real bearded Santa’s that they send out for much lower than what independent Santa’s are charging.   Ask what that rate includes?  Do they offer a money back guarantee if the customer is not satisfied?  Do they have their own liability insurance?  Do they provide references?  Are payments collected prior to the event or on the day of the event?  What is the cancellation policy?  Does this include background checks and copies of the clearances for the customer if requested?  Your agent gets asked these questions and requests hundreds of times over the course of a season.  Ask unbiased friends or acquaintances what they would “honestly” pay for your performance.  DON’T GET A BIG HEAD.  Unfortunately, too many of us get a big head once we start getting repeat clients year after year and decide to raise our prices to unreasonable amounts.  This will backfire on you eventually.  The client will feel that they are getting ripped off and look elsewhere.

Follow – up

Always, always, always follow up with a potential customer.  If someone seems interested in your services, it is perfectly fine to ask for contact information.  A phone number, name or even an address.  Having worked for an agent, as an agent, I have been able to get phone numbers of people while getting my car serviced, sitting in McDonald’s, or at the bank.  What better way to advertise than having a captive audience!  Why do you want to get this information?  People will forget about you.  Unfortunately we all do it.  We have a great conversation with someone and have their information but never seem to get around to calling or getting on line.  I have business cards from people that I have never called, however, the people that got my information and called me a few days later and remembered tidbits of information about our conversation received my business.  This is the same with the Santa business.  Customers call by the hundreds over a season.  By engaging them on the phone and getting information about them (even if they are shopping around) can win you the business at the end.  Call them back within 48 hours and recap your conversation and ask for the business.  A good agent does this countless times during the year to get you booked.  Why would the customer choose me over another agency?  Because I/we showed them that they were of value to us and we were willing to go the extra mile.  I have clients that call year after year to get the same Santa to attend their event.  Why?  They feel that we care about them.  When a company can recall their children’s names or the events that have taken place with them over the years, they want to come back because they feel comfortable with you/us.  When Santa remembers the children’s names – it makes all the difference in the world.  Not just an average Santa, but a great Santa. Someone they would never think of replacing.  And it all starts with the opportunity to give them a call back and remind them of the great conversation you had.

Marketing yourself does not have to be scary.  Depending on how outgoing you are a sign or business cards may be the way to go for the shy Santa.  If you are a little more outgoing – approach people.  The worst thing that can happen is someone tells you “no”.  It is not the end of the world and there is always someone in line right behind them that will say “yes”.

The next article to be posted (next week):

How do I “Market Myself “through an Agent or have an Agent Market me?