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Word Stock

Word Stock Market: Service

The Word Stock Market is an occasional feature on SellingOut.com, where I will tell you whether to buy, sell or hold a certain word based on whether that word has a strong future or has seen better days. For example, if you’d bought the word “hybrid” 10 years ago (when it meant a cross between a horse and a donkey, not an eco-friendly car), you’d be rich today. On the other hand, if you’d bought “digital camera,” you’d be...

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Marketing

Extinction Math

How do you feel about playing God? As a hobby, I mean. Not full time.If you do, spend a few minutes playing an ancient computer “game” called Life. I remember stumbling across this as a very young computer user and probably wasting a lot of hours on it.The idea is this: Put dots on the screen wherever you want, as many as you want. If a dot is by itself or next to just one other dot, it dies...

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Technology

“What Stuck With Me From TedxBroadway 2014”

Last week, a few Goldstar employees attended TEDxBroadway 2014. So we asked them to tell us what especially struck a chord with them from the conference. Here’s one response from Kimi Yuen, senior venue relations manager for New York:I’m an Instagram-aholic. I love theater, but my experience isn't complete without checking in on Facebook. Even though I turn off my electronic devices during a show, as soon as intermission comes I have an uncontrollable urge to check my iPhone....

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Bright Ideas

10 Ways to Stay in — and Grow — Business

I’d strongly recommend you read this piece by Brendan Kiley in Seattle’s The Stranger. It’s thoughtful, smart and practical.And while I don’t want to add much to it, I thought that since this site is about marketing events (as opposed to just theater more generally), I’d add a layer to Brendan’s top 10 list.All of these may be brilliant ideas for “saving” theaters, but as far as how they’ll impact long and short-term ability to get people to show...

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News

Takeaways From TEDxBroadway 2014

We've been saying it all week -- TEDxBroadway 2014 was a blast. The conference received some nice press, including Patrick Pacheco's article, "How to Save Broadway's Sinking Attendance," where Goldstar CEO Jim McCarthy talks about Broadway's failing attendance rate and the other factors, besides the rising price of the tickets, which might be the cause.Jonathan Mandell's "10 Lessons for Theater, from TEDxBroadway 2014" offers up some wisdom and takeaways from the event itself and a diverse sampling of its...

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Marketing

The Single Best Guarantee of Ongoing Sales Success

I don’t like to be negative on this site, but there’s something I occasionally encounter in the world of live entertainment that really bugs me. It’s the idea that the process of actually marketing and selling an event is too crass for words. This usually comes from people from the very old school, who believe that if you are a true artist, if you’re pure of heart, and you believe in the Great Pumpkin more sincerely than all the...

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Experience

TEDxBroadway Is Not a Theater Conference

I had an absolute blast at TEDxBroadway last week, and I hope that everyone who came to the event did, too. The feedback has been overwhelmingly positive, both at the event itself and afterward online.The people who go to the event and, of course, the team of volunteers and speakers who show up to do the event truly seem to believe in the idea that trying to imagine the best that Broadway can be is worth the time. To...

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News

Obscurity Is the Enemy

Not availability.The New London Theatre in London’s West End holds a little over 1,000 people. On February 27, War Horse was performed in the New London. Therefore, a little over 1,000 people (at most) saw the show, right? Logical, isn’t it?Except that in reality, more than 150,000 saw it in real time via broadcast as it was being performed. The biggest hit so far for the National Theatre through its NT Live initiative, this performance got seen 150 times...

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Marketing

How to Resolve the Battle Between the New and the Familiar

What do you call something, even if it’s good, that you’ve seen over and over again? Boring.What do you call something so new and different that it doesn’t make any sense to you? Weird.Most live entertainment content falls in between those poles, of course, but as a creator, curator or marketer of stuff in your venue, which is better? Which should you go for if what you’re trying to do is build your audience?Here’s the formula that works best:...

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Bright Ideas

Last Night at The Met

Here’s a marketing insight from the category of brilliant-but-freaking-obvious: People like themselves.The audience of any show or event is made up of people and, therefore, by the transitive property, if you can connect your event to the people in the audience, they will enjoy that show or event more.That’s why I think Last Night at The Met has so much potential.It’s a tumblr of pictures taken by photograph Rose Callahan of people attending shows at the Metropolitan Opera in...

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