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Marketing

Marketing Quotables: Peter Drucker

From time to time we like to share noteworthy marketing and entertainment quotes. Today's comes from management consultant and author Peter Drucker, who wrote Concept of the Corporation and Post-Capitalist Society: "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." -- Peter Drucker If you've created a product that really does "sell itself" then all you need is for people to discover it.

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ICYMI

In Case You Missed It

• Words are powerful, but when you use the wrong words to describe your business you might as well be speaking nonsense. Goldstar CEO Jim McCarthy explains why words like "guest" aren't the right way to go in live entertainment.• The Royal Opera aims to grab a younger audience by slashing prices and performing a risqué show for opening night. And that's only the beginning …• Earlier this week, we chatted with artistic director Jack Reuler from Mixed Blood...

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Marketing

Single-Use Marketing Programs

Last week, rap group Wu-Tang Clan announced a never-before tried launch program for its new album later this year. Called The Wu: Once Upon a Time in Shaolin, the collection of songs will be sold to one -- and only one -- person, after touring museums and galleries, where you will be able to buy a ticket to listen to the album for $30 to $50, according to this piece by Ilan Mochari in Slate.It’s a cool idea, and...

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Marketing

The Lion King Goes Viral

Who doesn't love a little free publicity? That's exactly what The Lion King production in Australia got when the video below went viral.To celebrate the launch of the show in Brisbane, cast members sang "The Circle of Life" on the airplane back to Sydney. You can feel the energy and even if it was preplanned, the video doesn't feel that way. It's fun to watch and easy to see why everyone's sharing it.

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Selling Out With

Selling Out With Jack Reuler

Is "free cheaper than cheap"? For Mixed Blood Theatre in the Twin Cities, it seems to be. Its admission initiative called "Radical Hospitality" allows anyone to attend a show for free. Three seasons of the campaign is paying off with increased popularity and donations.After hearing about the program on HowlRound.com, we spoke with Mixed Blood Theatre artistic director Jack Reuler. He shared further insights into what aspects of the program are working, what they're continuing to tweak and what...

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Marketing

How to Avoid Big Mistakes With Ticket Sales Marketing

Lately, we’ve been talking a lot about ticket sales marketing and the importance of knowing when to kill a program that's just not working. To help you evaluate whether a marketing program is successful -- or if it needs cancelling -- we've put together four posts that'll walk you through the process. Take a look:• First, a reality check: If a marketing campaign is working, then you should be able to see the results pretty clearly.• But, how do...

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Marketing

What Does “Get ‘Em When They’re Young” Mean for Live Entertainment?

Get a child hooked on your product when he’s 10, and he’s yours for life. A lot of marketers believe that as gospel, and from time to time evidence emerges that “proves” it.I’ve always been less convinced. Preference is highly perishable, and most of the “brands” I liked as a kid aren’t particularly relevant to me now. I mean, I still like Count Chocula in theory, but I don’t exactly eat much of it.And when you look at the...

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Marketing

Turn It Off If …

We talked recently about how you should be willing to turn off programs that don’t work.So let’s get more specific about ticket-selling programs and when you should turn them off. It’s actually quite simple.If they're not improving your Revenue Per Seat, turn them off. Not average ticket price sold. That’s a sucker’s metric. Revenue Per Seat.Count all the dollars you bring in and divide it by all the seats you could potentially sell.Let’s use a simple example. Say you...

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Marketing

The Glossy Brochure Needs to Die

Like print advertising, the glossy season brochure has just about come to the end. It’s one of those things kept alive by a belief that “you have to make a glossy season brochure.” One day the spell will be broken and that belief will fall to the floor like a dropped glove.I don’t know anything about the work of the theater who made the video below, but in just 54 seconds it makes me want to know more about...

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Marketing

Pro Tip: Cancel Campaigns Without Pity

Most marketing and sales managers are mediocre. Of course, that’s true by definition, unless you’re in Lake Wobegon. But in the case of marketing management, it means the marketing programs they run are usually only either slightly better than if they’d done nothing at all, and frequently worse.Just about any professional marketing manager, even these mediocre ones I’m talking about, has skills. They can develop marketing materials; they know how media buying works; they negotiate effectively; they deliver campaigns...

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