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Marketing Quote of the Week

• Join our conversation on Twitter about Customer Service for Audience Building with Goldstar CEO Jim McCarthy @goldstarjim and Shoshana Fanizza of Audience Development Specialists @AudienceDevSpec on September 25, 2014, at noon ET. Use #auddev to participate with questions and comments. The chat will run one hour.

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Marketing

Want to Impress Me? Predict the Future, Not the Past

Niels Bohr was quoted in 1970 as saying, “Prediction is very difficult, especially about the future.”So it is, but, of course, only predictions about the future have any value.I appreciate the effort that goes into developing an algorithm to predict the success of something like a Broadway show, but this attempt shouldn’t be the basis for changing your marketing plans.Why not?If you’re looking back at results, you can always make a model that appears to have predicted reality. Start...

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Marketing

Six Words That’ll Get You Free Promotion

Ritz-Carlton recently launched a campaign that has the bonus effect of drumming up free promotion: The company invited its social media friends and followers to provide six-word stories about their Ritz-Carlton experiences with the hashtag #RCMemories.The stories are called “Six Word Wows,” and the ad campaign honors Ernest Hemingway. The legend goes: Someone bet Hemingway he couldn’t write a story in six words, and he responded, “For sale: baby shoes, never worn.”Similar to the Mothers and Sons Daring Twitter...

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Marketing

The Goal: Toss Out Pink Think

Back in April, Jim commented on the possible dangers of trying to appeal to a specific audience (like men or women). He wrote that "pink think" is outdated and that the reverse, or reverse pink think, doesn't work, either.Instead, he advised: Start with respect, move forward by understanding and finish with the hard work of making something the desired audience would actually like.The NFL is a good example of an organization doing just that. Not a case of "Bic...

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Marketing

Hamlet (or Rather Cumberbatch) Beats Out Beyonce

Who'd have thought that Shakespeare, in this day and age of Instagram and MTV, would have surpassed Queen Bey as the fastest-selling ticket in London theater history?Of course, the Bard owes a debt to another classic character, Sherlock Holmes, or really the actor who plays him, Benedict Cumberbatch.Thanks to Cumberbatch's rabid fanbase, his run of Hamlet coming in 2015 outpaced Beyonce and Jay-Z's "On the Run" tour by 214 percent in searches on ticketing site Viagogo, according to The Wall...

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Marketing

The Lion King Goes Viral — Again

Oops ... They did it again! A few months ago, we posted a video of the cast members of The Lion King singing “The Circle of Life” on the airplane to Sydney to celebrate the launch of the show in Brisbane. This time, the Broadway cast of The Lion King took a break between shows on June 28, 2014, and gave riders in one New York City subway car a big surprise.On YouTube, below the video reads: Last year the...

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Marketing

Engaging Millennials With Gamification: Gabe Zichermann at TEDxBroadway

Anyone looking to reach a younger crowd (which, frankly, should be just about everyone) should check out this video from the most recent TEDxBroadway. Gabe Zichermann explains what makes millennials tick and how to create live entertainment that appeals to this tricky generation.

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Marketing

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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