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Social Media Dos and Don’ts You Need to Know

As you know, there's more to Facebook than announcing your next show or liking a picture of your niece. Social media can be a powerful -- but complicated -- marketing tool. For a little help, check out the infographic below from Hubspot.com.

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Marketing

Avoid the Power of Stories

I love stories. So do you. We’re built to love stories because, unlike data, they fit the way our brains worked best in a natural state. People who lived in a state of nature didn’t have a lot of data or Excel to help them analyze it.But they had stories, and, with a world containing way fewer things to think about than we’ve got today, those stories worked pretty well to explain what was going on and what to...

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Marketing

The Tupperware Party That Sells Seats

Tupperware parties are live entertainment -- and that's exactly what Kris Andersson was banking on when he wrote Dixie's Tupperware Party, which he also stars in. The show is actually a real-life Tupperware party with the most up-to-date products for purchase, which is why Dixie's the No. 1 salesperson in the U.S. and Canada. The show also includes giveaways and lots of audience participation.Dixie wants you to feel like you're at a mini jubilee: "It’s about watching people get...

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Marketing

How Much Of Your Audience Should Be “New”?

There’s no right answer to the question of how much of your audience should be "new."Let me rephrase. There is a right answer to the question, and it’s this: It depends.I was reading this really interesting summary of a study in the UK about the percentage of audiences that were “new” (hadn’t been in at least three years) and the percentage that were “regular” (had been at least six times in three years). The basic result is that venues...

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Marketing

Why Do You Care If You Sell Out or Not?

For this series, we’ve reached into the vault to share a few pieces that are still relevant today.There’s a phenomenon in live entertainment marketing that’s fundamentally childish, and yet on some level, just about everyone who markets our products falls victim to it.It’s the desire to “sell out.”I put “sell out” in quotes because everyone who markets live entertainment professionally understands that this term can be defined in all kinds of ways and manipulated in even more ways.There was...

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Marketing

Ocean, Desert, Sea: What One View of Success Looks Like

Here's a marketing tip for orchestras from Scott Cantrell, classical music critic at The Dallas Morning News. His article, Toward livelier orchestra programs: Pick a theme," argues that "orchestras need to find a new marketing thrust — to some extent, in fact, new identities. A good place to start is more-imaginative programming."His example of an exciting program:"Consider this triptych, which the Seattle Symphony performed in May at Carnegie Hall’s “Spring for Music” festival: Become Ocean, by contemporary American composer...

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Marketing

Is Live Entertainment an Industry?

For this series, we’ve reached into the vault to share a few pieces that are still relevant today.I might be the only person who refers to “live entertainment” as an industry. Most people I deal with professionally say that they're in the concert industry, professional sports, theater, arts or something specific like that. So I’m the oddball when I say that live entertainment, meaning all of these diverse things, is an industry that has important shared considerations across all...

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Marketing

Netflix + Chelsea Handler = Smart Marketing Move?

Yes, we know this Variety article, "How Chelsea Handler Changes Our Understanding of Netflix," is about taped programming. But Andrew Wallenstein, editor-in-chief of digital, makes several good points about Netflix's marketing strategy as he questions its future direction and decision to hire Chelsea Handler and give her a talk show. Netflix is taking a risk hiring Handler and, some people would argue, pursuing the diametric opposite of the content Netflix has concentrated on to date, but it could pay off....

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Marketing

“Popular” is Not the Opposite of “Relevant”

For this series, we've reached into the vault to share a few pieces that are still relevant today.If you have a moment, read the piece from the Los Angeles Times wherein two local L.A. critics talk about the small theater scene. It’s worth reading for its own merits, and it's an interesting discussion with a number of really perceptive insights from the two critics, Charles McNulty and Steven Leigh Morris.But one thing Morris said stood out that I want...

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Marketing

Is Theater Oversupplied or Underdemanded?

For this series, we've reached into the vault to share a few pieces that are still relevant today.I once had an interesting discussion with @aaronmandersen on Twitter about supply and demand in the world of theater. His contention, if I’m stating it correctly, is that the market for theater is in equilibrium. Yet many taking part in the discussion felt that surely theater was either oversupplied or underdemanded. I told him I’d think about the topic, and so I...

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