Online
and
Outdoor.
The problem with that second O, is that it's expensiv-o in the heart of the city, where all those potential theatergoers swarm. Seems a bit unfair that we have to pay the same price for those big billboards as Tide or Levi's, which are available to the purchaser all over the world, as o-pposed to Broadway, which is available . . . well . . . only on Broadway.
That's why I couldn't help but wonder why more of us don't try to make deals on available outdoor opportunities like the one in this picture.
What about approaching the real estate companies and asking for signage in unrented storefronts? They're sitting there, making no money for someone . . . why not give them some earning potential in the meantime?
Or what about mural billboards on available brick walls?
Or instead of leaving the signage of closed shows up on theater marquees, putting signage up for other shows in the same theater chain?
The best Producers I know don't just buy whatever their agency or media company is selling. The best Producers I know look for something that people haven't thought of yet.
The best Producers I know look for the third "O" of marketing . . . new Opportunities.
Go where others haven't gone before. Consider yourself an explorer, like Magellan or Ponce de Leon.
Because when you do discover some New World of Media, or new anything for that matter, it'll feel . . . well . . . (cough, cough) . . . O-tastic.
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6 Responses to The two big Os in marketing.
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Ken, I couldn’t agree with you more. I often think, as I see and empty storefront or empty commercial space,”why isn’t someone using this at least temporarily for a creative event or at least putting something in the window as you are suggesting.” And more to the point, why aren’t the landlords making the spaces available just for the extra bucks instead of keeping them empty. It’s easy to be creative if you are looking at what’s right in front of your face. Maybe the question is, “are you willing to try something inventive and new?”
I agree, but the empty storefronts and wall space idea is a little controversial, and technically illegal. And you know how stupid community boards get about this stuff. Here are a few recent instances:
http://gothamist.com/2009/05/12/storefront_ads.php
http://ny.curbed.com/archives/2010/01/07/every_city_agency_mobilizing_against_equinoxs_ad_assault.php
You are a f@#$%ngl genious .
Great for smaller productions. You can probably get pretty creative with this.
Heck, there are so many empty storefronts in downtown Boston, that the entire place is one big billboard.
Agree with Felix. I think this type of marketing would be most effective with downtown (0ff-off Broadway) theater, where producers can more creatively (and directly) reach their specific markets.
- Tim Childs
http://iblogbroadway.com/