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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