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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 He wrote that "pink think" is outdated and that the reverse, or reverse pink think, doesn't work, either.Instead, he advised: Start with respect, move forward by understanding and finish with the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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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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