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The Secret to Children’s Theater That Sells

Now that you're convinced you need to "get 'em while they're young," the trick is figuring out just how you're going to get them. Disney and Dreamworks have done a remarkable job creating movies that appeal to both youngsters and adults, but how does that translate to live entertainment?Utah's Deseret News looked into just that in a three-part series on children's theater. They asked a few local experts what's worked for them and came away with some great advice...

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Marketing

What Does “Get ‘Em When They’re Young” Mean for Live Entertainment?

Get a child hooked on your product when he’s 10, and he’s yours for life. A lot of marketers believe that as gospel, and from time to time evidence emerges that “proves” it.I’ve always been less convinced. Preference is highly perishable, and most of the “brands” I liked as a kid aren’t particularly relevant to me now. I mean, I still like Count Chocula in theory, but I don’t exactly eat much of it.And when you look at the...

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News

Is Opera Failing to Do the Math?

Following in the footsteps of the New York City Opera and Opera Pacific in Orange County, the San Diego Opera will be calling it quits at the end of the 2014 season.Ian Campbell, the company's general director, told the Los Angeles Times that ticket sales had been declining as well as donations, primarily because of death and the economic downturn.A follow-up piece by the Los Angeles Times expressed surprise (and a little outrage) at the closing, using San Diego's...

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News

About the “Fear of Math”

Apparently, I didn’t just make up the idea that some people, including perhaps some of you, are afraid of math.In fact, not only is it true that some people are afraid of math, but we have some evidence to demonstrate why they’re afraid of math.It turns out, according to this study, that about 40% of math anxiety comes from genetics. Hey, you can partly blame your parents! Or at least their genes.The other 60% comes from your experiences with...

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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 ...• Crain's reported that eight New York City arts organizations are launching an alliance this summer called Audience 360, which "will allow members to get a better grasp on their own base, share ticket buyer information with each other and collect data that can be used to champion the overall arts community." Read about it here.• Derek Thompson highlights...

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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...

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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...

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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...

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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...

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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? 

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