Archives

Marketing

Sometimes It Takes the Dead to See the Future …

Not zombies, just hippies. Specifically, the Grateful Dead. Scott McDowell wrote a great piece on 99U recently reminding me of what I’ve long believed. The Grateful Dead were decades ahead of the rest of the live entertainment business in a number of ways.You should read the whole article, so I won’t distract too much from that, but I want to point out a couple things that I think are of particular interest across all genres. He highlights “building a...

Read More

Marketing

Turn It Off If …

We talked recently about how you should be willing to turn off programs that don’t work.So let’s get more specific about ticket-selling programs and when you should turn them off. It’s actually quite simple.If they're not improving your Revenue Per Seat, turn them off. Not average ticket price sold. That’s a sucker’s metric. Revenue Per Seat.Count all the dollars you bring in and divide it by all the seats you could potentially sell.Let’s use a simple example. Say you...

Read More

Marketing

The Glossy Brochure Needs to Die

Like print advertising, the glossy season brochure has just about come to the end. It’s one of those things kept alive by a belief that “you have to make a glossy season brochure.” One day the spell will be broken and that belief will fall to the floor like a dropped glove.I don’t know anything about the work of the theater who made the video below, but in just 54 seconds it makes me want to know more about...

Read More

Marketing

Pro Tip: Cancel Campaigns Without Pity

Most marketing and sales managers are mediocre. Of course, that’s true by definition, unless you’re in Lake Wobegon. But in the case of marketing management, it means the marketing programs they run are usually only either slightly better than if they’d done nothing at all, and frequently worse.Just about any professional marketing manager, even these mediocre ones I’m talking about, has skills. They can develop marketing materials; they know how media buying works; they negotiate effectively; they deliver campaigns...

Read More

Pricing

“The Lion King” + Dynamic Pricing = No. 1

While we're on the topic today of math, ticket prices and calculating revenue, Patrick Healy's article in The New York Times yesterday points out how "The Lion King" has used dynamic pricing to become the top-grossing show on Broadway in 2013.Is your organization using dynamic pricing? 

Read More

Marketing

My Dear Aunt Sally

I don’t have an Aunt Sally.That was just my way to get you to start reading this before I tell you that I’m going to talk about math …But before you click "back" or shriek in Wicked Witch-like horror when doused with water, know that I majored in English in college! I wrote a thesis about Frankenstein. I like T. S. Eliot.I’ve got non-math-person cred.So stick with me. If you’re a live entertainment marketer and you’re math-phobic, I’m going...

Read More

Experience

Why Lyricist Tim Rice Wants You to Fail

Grammy, Oscar and Tony-winning lyricist Tim Rice (The Lion King, Jesus Christ Superstar, Evita, Beauty and the Beast) is very concerned. He thinks we live in a world where "everyone has to pass." According to this article by Hannah Furness for The Telegraph, he "worries about the lack of mistakes permitted in the modern day, in a culture where there is 'very little failure.'"Rice actually thinks failure is the best thing for some people (he failed the exam to...

Read More

Marketing

If You Can’t See It, It’s Not There

I went to business school with a rocket scientist.I mean that literally. One of my classmates, and somebody that I found myself working with frequently, was an actual NASA rocket scientist, and just as you’d expect, he was wicked smart.One time, we were working on a project where we were evaluating the marketing programs that a company in this case study had done to figure out whether they should continue them, cut them or add to them. We graphed...

Read More

ICYMI

In Case You Missed It

Each week we’ll share a collection of articles we think are well worth reading. And now, in case you missed them …• NPR's Rachel Martin drops in on the Detroit Symphony Orchestra and their recent flash mob performance at a suburban Detroit IKEA.• On Pacific Standard, Paul Bisceglio suggests that "listening may not be the best way to judge an orchestra’s chops." Because maybe we see good music better than we hear it.• The Guardian's theater blogger Lyn Gardner...

Read More

Marketing

Take Your Organization From Scrappy to Successful

Here’s an inspiring success story about Patrick Dooley, the artistic director of Shotgun Players in Berkeley, Calif. In 1992, the theater company called the basement of La Val's pizzeria home. Twenty-two years later, they operate out of a hip 120-seat converted church called the Ashby Stage. And they’re about to open Tom Stoppard's epic trilogy The Coast of Utopia.Two of Dooley’s quotes in Karen D’Souza’s San Jose Mercury News article caught my eye. The first shows he’s really paying...

Read More

167 of 189« First...166167168169...Last »

Sign Up for Emails

VIEW PAST ARTICLES