PRODUCER’S PERSPECTIVE Ken Davenport, Broadway Producer, Off-Broadway, Theater

How I get my theater news.

If you enjoyed yesterday's blog, then you shouldn't thank me. You should thank Mr. Thomas Cott.

Tom has worked in a lot of areas in the entertainment industry over the last 25+ years, from marketing to producing to fundraising and so on. He's an incredibly dedicated believer in spreading ideas and information in order to encourage education, which by its nature encourages change.  

Tom runs a news clipping service called "You've Cott Mail," where he serves up a handful of the day's most interesting arts related articles from publications, blogs, newsletters, etc. from around the globe.

It was in a recent edition of "You've Cott Mail" that I discovered the article that I blogged about yesterday, hence the props due to Tom.

If you're not signed up on Tom's list, visit his site and click on the link on the left for YCM.  You'll be glad you did.  "You've Cott Mail" is a like a vegetable that tastes like french fries.  It's oh-so-good for you and should be consumed daily, but it also tastes great going down.

And if you're looking for more than a handful of the day's articles, then make sure you bookmark supersite, www.BroadwayStars.com, started by one of the original theater bloggers, James Marino.  All of the news that's fit to type is on that site.  I refresh the page about 30 times a day looking for the latest news.

Consuming news in the 21st century is not like it used to be when you had one paper, or one TV channel.  The best news sources are like giant buffets, serving up dishes of all different types and temperatures from all over the world (e.g. HuffPo).

"You've Cott Mail" and BroadwayStars are the two of the best buffets in town.  And I gorge myself at both every day. 

People are talking about you behind your back. And now, you can listen.

Bad word of mouth is like a little forest fire.  

Get enough bad word of mouth and those little fires will combine and be on your doorstep, smoking you out of house and theater, before you can say, "Smokey The Bear." 

Since so much word of mouth occurs online these days, there are several online "smoke detectors" that can help you monitor your word of mouth and online reputation.  

And if you're smart enough, you can actually throw some water on those fires, extinguishing them before it's too late (insert scary fire music here).

Here are three "smoke detectors" you should be using to monitor what people are saying about your shows, and an example of how we've used them here in my office.

1.  The Google Alert

The Google Alert is the classic detector. Sign up, tell Google the word, phrase, etc. you'd like to track, and it will send you a daily email of all the web sites with that word, phrase, etc. in it.

Put in your show's name (and any variation), your name, your theater's name, whatever, and let Google do the work.  Or, put in the name of a competing show . . . he-he-he.

How have we used it?  

We've used Google Alerts to find good reviews, both in the 'traditional' press and from the new media corps (bloggers).

But most recently, a Google Alert sounded an alarm about a a rogue and unauthorized production of The Awesome 80s Prom.  We were able to react swiftly and shut them down before any damage was done to the brand.  Thank God for Google, because we were about to enter into an agreement for The Prom in the same city!  That Google Alert saved that deal, without a doubt.

2.  Tweet, Tweet.

Thanks to Twitter, there's a new type of online conversation going on now.  Luckily, there are ways to monitor it.  Twitter has a search function which pulls up recent activity on any word or phrase that you're interested in. 

Since tweeting doesn't take much time or commitment, your brand is much more likely to appear all over Twitter than in more full length blogs or articles. Just click here to see all the recent random tweets about Altar Boyz!

In addition to the Twitter search function, there are a bunch of third party search applications like Monitter, etc. that are tracking the T-world. Here's a blog that discusses a few.

How have we used it?

We find out who's tweeting about us, then follow them with our Twitter and encourage those same peeps to follow us.  Presto.  We've now established one-on-one communication with someone we know has an interest in our brand, and are building a Twitter army.

3.  Manual Labor

This is the hardest and most time intensive but, regardless of all the auto-detectors out there, I still recommend having someone on your team doing walk-throughs of potential "danger areas." There's nothing better than a Forest Ranger sniffing around every once in a while.  

Put someone on trolling the message boards on Talkin' Broadway, BroadwayWorld, and BroadwaySpace.  Search the site pages for your title (use the "Find On This Page" option in your browser menu).  

How have we used it?

In previews for 13, I used this detector to find similar comments of both praise and criticism.  If one person says something on a message board, it's not as important.  But find 3 people saying the same thing, it deserves further thought (regardless of whether or not you agree).

The biggest of brands out there are all monitoring online activity.  Starbucks, Jet Blue, and so on.  And why shouldn't they?

After all, it has been said that the greatest leaders are the greatest listeners.

It's just time we listen with more than our ears.

- - - - -

The Blogger Social is tonight! 

Got an idea for a show? Here's the first thing you should do.

Buy the domain name.

That's right . . . I don't care whether it's a new play you've written or an old play that you want to revive.  Before you breathe a word of it to anybody, go to a site like www.GoDaddy.com and snatch up the domain for less than the cost of an extra value meal . . . and sit on it.  

Maybe the show won't happen, or maybe it'll take five years, but I guarantee you the cost of the domain today will be less than the cost of the domain tomorrow.

Because if you don't grab it, someone else will.

There's a bunch of very savvy businessmen and women out there who have made a bunch o' bucks buying and trading domains like they were derivatives, and benefiting Broadway from producers who fail to buy up their rightful domains before their new musical or new play leaks to the press.  I'm sure these 'cybersquatters' read Playbill.com more religiously than I do, just waiting for the announcement of a new reading or the rights of a project being sold (go on . . . visit www.InTheHeightsMovie.com . . . do you think that's Universal Pictures sitting on that domain)? 

The truth of the matter is . . . it may be illegal for these cybersquatters to sit on something that is rightfully yours.  The infamous "Simpson Movie Suit" between Fox and a squatter who bought TheSimpsonsMovie.com set a precedent that individuals having no legitimate business interest in the domain name could not keep it from those that did.

The problem with the law?  It moves very slowly.

So here's what usually happens:

• Producer decides too late that they want a domain.
• Producer finds it's already gone.
• Producer contacts squatter to try and obtain it.
• Squatter wants cash.
• Producer's show opens in a few months and has no time (or money) for a lawyer to take the case to the World Intellectual Property Organization, so Producer does one of two things: 
  
  • Producer pays (anywhere from $100 - $1,000 and some tickets)
  • Producer chooses inferior domain and the "right" domain stays in possession of someone else.  And that squatter is not happy.  And they decided to, oh, I don't know, point the site to the negative NY Times review of the show.  Check out www.GuysAndDollsOnBroadway.com.

Either way you pay . . . in cash or by the loss in marketing value from not having the prime domain.  Web addresses are exactly like street addresses.  And different streets have different values.  Your show is like your home. I don't care how beautiful it is . . . you also want it on the right street in the right neighborhood, don't you?  That means it needs the right domain.

So go get your domain.  Frankly, I'll even let you stop reading this blog right now to go buy it.  Go. I'll be here when you get back.

 . . . 

Good, feel better?

Now what do you do if you find out it's already gone?  

Look for alternatives, or start the process of trying to get it back.  If you've got time and a lawyer on your show on retainer already, make that lawyer work to get it back.

If you don't, and you simply must, must, must, have that domain like it's a new kidney and you don't have any time, then try to cut a deal.  The good news is that most of the guys I know who deal in these domains are pretty reasonable (I can say that because, unfortunately the web design and marketing arm of Davenport Theatrical has had to acquire a few premium domains over the years from shows so big you wouldn't believe).  The Squatters know that legally they may not have ground, so they'll cut a decent deal making things easier for everyone. And remember, they're dealing in perishable inventory. Once a show starts marketing an alternative domain like Guys and Dolls did, the other names lose value.  Sure, the squatter on the G&D domain mentioned above may feel good about sending traffic to the Times review, but that's not making him any money.  In fact, he's losing . . . 

But remember, every time you settle, you actually encourage the squatter to repeat the process since it was a successful venture for him/her.

The simpler answer is to snatch up your name faster than you can saw w-w-w.  Cuz if you don't, you'll be, well, to bastardize a Loesser lyric:  "under the thumb of some little . . . squatter."

In fact, one of my peers out there didn't grab the domain for the show that he's planning on bringing to Broadway in the next 2 years.  

Don't worry, Mr(s). X.  I bought it for you. :-)

And no, no, before anyone gets any ideas . . . don't worry.  I have no desire to sell it for a profit.  That's not what I'm about.  I'll be happy to hand it over.  

I just didn't want it sitting on someone else's servers where they could ransom it for cash.

Because God knows, Broadway shows don't need yet another unnecessary expense line on their budgets.

Oh, and while you're buying your show's domain, buy your actual name at the same time.  

Otherwise, this could happen to you.  

- - - - -

Only 10 Days until the 1st Theater Bloggers Social!

Thursday, April 23rd.

6 PM

Planet Hollywood

For more info and to RSVP, click here.

The Four Goals of Internet Marketing.

In a post last week, I referred to my second goal of internet marketing . . . and then I realized I'd never spelled out any of those goals to you before.  Whoops-a-daisy.

So, here's the horse following the cart:

Ken's Four Goals Of Internet Marketing

First, it should be stated that the finish line for all marketing/advertising, etc. is to get people to complete a purchase . . . and to get them to complete that purchase as quickly as possible.  

You want conversions, and you want them fast.  

The four simple goals that I'm going to describe below are the Internet/Website goals that help get you to that finish line.

In other words, here is what you should be doing on your website, or with your internet marketing, to help sell your stuff.

1. Get people TO your website.
   
   Web traffic is the only kind of traffic that's good.  I'm surprised it's even called traffic.  It should be called teraffic! 
   
   Not surprisingly, the best way to drive traffic is from online sources, rather than offline. It is exceptionally hard to get someone visit a website from seeing a billboard, print ad or sticker on a lamp post, unless there is some compelling call out to visit that site ("Free Gold on www.getfreegold.com!").
   
   Remember, while lots of traffic is good, it's qualified traffic that you really want.  You want people visiting your website that have a genuine interest in your product/show and are inclined to make a purchase, not just surfers.
   
   For example, one of my most heavily trafficked sites is MyFirstTimeThePlay.com, thanks to a link on MyFirstTime.com (the site which provided the source material for the show).  That site gets oodles of traffic thanks to its "sex appeal," and it sends a lot of folks our way from all over the world - and I'm pretty positive not one of them has bought a ticket.  Think about it this way.  If you're having a birthday party, the people most inclined to give you a present will be the ones that know you.  You don't want random people showing up just because they heard you were throwing a "rager."  They are the ones who will trash the place and get the cops to come.  Sure, the bigger the party the better, but spend your time inviting quality guests.
   
   
2. Get people to STAY on your website as long as possible.
   
   The longer the "time on site" per visitor, the longer your marketing messages seeps into the visitor's soul, and the more likely that visitor is going to make a purchase.  It's like shopping at a mall.  Staring at the home page is like walking by and looking in a store's window.  Clicking on some links is like going inside.  You gotta get those peeps inside and give them enough to do and look at until they find something so compelling that they can't leave without taking something with them.
   
   
3. Get people to come BACK to your website.
   
   If a visitor doesn't make a purchase, you want to make sure you get them back to that site as often as possible.  New content, special offers, and making sure you've captured their information so you can communicate all this new stuff is all essential.
   
   Keep them coming back, and coming back often, and you can increase the frequency and the number of impressions for free until they buy.
   
   If they've made a purchase, they've become even more important to you, because now they're a potential advocate.  Repeat customers are hard to get in our industry, thanks to the price point and the lack of "updates" to what we're selling.  But, I'd argue that we have more repeaters at shows in The Internet Age than we did before . . . because websites can re-energize and re-excite faithful customers about a product.  Make sure your site does just that.  Recharge that customer like he or she is a drained cell phone!
   
   
4. Get people to SHARE your website. 
   
   The web can spread a message faster than any other form of communication.  And for a marketer, that's exactly what you want (if it's a good message).  Give your visitors the tools to do just that and encourage them.  You want your potential and past customers to talk about you, don't you?  They will . . . but it's your job to give them a megaphone so they can reach as many people as possible.
   

Those are my four primary goals.  To summarize:  TO the site, STAY on the site, BACK to the site and SHARE the site.

TO, STAY, BACK, SHARE.  Say it with me:  TO, STAY, BACK, SHARE.  (I'll let you all figure out your own mnemonic device to remember it.  Mine has to do with back hair.)

How do you figure out if you're accomplishing your goals?  Anyone with a website should have Google Analytics installed, tracking every movement that visitors make as they crawl across your pages.  Watch those stats regularly and make changes until the stats move more and more in your favor.

Here's a stat that depressed me from Google themselves:  only 57% of online advertisers have used site analytics to evaluate their campaigns . . . and only 38% have used the data to inform their next steps.

TO, STAY, BACK, SHARE!

- - - - -

Only 16 Days until the 1st Theater Bloggers Social!

Thursday, April 23rd.

6 PM

Planet Hollywood

For more info and to RSVP, click here.

Reasons . . . to buy a ticket.

The production that seemed the most marketing-challenged this Spring was the transfer of reasons to be pretty, and playwright Neil Labute, to the big stage.

What were the reasons for a consumer to buy a ticket?  Especially in this market?

Well, unfortunately, as the grosses indicated since the show began previews, there weren't many (although I expect that will change, after last night's raves). 

Faced with no stars and a play with little buzz, the marketers turned to the script, smartly using the subject of the play itself to fuel a conversation engine. 

They started with an arresting ad campaign that used the image you see on this blog.  Hard not to take a second look, isn't it? 

They continued that theme through their online identity with a mini-documentary (with more arresting images) that plays on their site as soon as you sign on.  The name of the site, by the way . . . DoesThisPlayMakeMeLookFat.com.

Is the doc about the play?  The author?  The actors?  No. 

Perhaps knowing that what they had to work with in those categories might not stack up against the other 184 plays opening this Spring, the marketers chose a different pitch.  And what they ended up with is more creative, more unique, more of a conversation piece . . . and more likely to keep people on the site longer (Goal #2 of Internet marketing - for the other 2 goals, see next week's piece).  

I know I'm much more interested in seeing it now, aren't you?  And I'm not the only one.

When you're coming up with your marketing plan for your shows, take a honest look at your assets.  If yours don't stack up to the competition, don't try and compete.  Figure out what makes you unique and push it like you're out to make Salt 'N Pepa proud.

There's no guarantee it will work . . . but it's best shot you've got.

(The only thing I'd do differently with their campaign?  Well, they had naked people in the ad.  They had naked people in their documentary.  I'd have naked people on the street.  Seriously, that street teamer below should not be wearing any clothes - more likely to get attention, and more likely to be recognized as being part of their campaign.  And those signs will cover the good stuff from being seen anyway.)

From Google: Ticketing tactics in a tough economy.

One of the benefits of giving Google gaggles of cash each month is that you get access to a team of googlites that have access to more data than you could ever dream about.

And they share it.

So I'm going to share it with you.

Here's an email I got from my Google Entertainment Team with a bullet point list of what to do in times like these . . . and frankly, anytime.

Making Greater Impact With Less Investment

The impact of the current economic slowdown has shown a ripple effect across numerous industries. Ticketers are not immune - the industry continues to see volatility in both Broadway and sporting event ticket sales, while concert sales remain strong.  Maximizing return on investment is an important priority for everyone.  In response, we have compiled a quick list of tactics that can help you deliver results to support your ROI goals:

• Effectiveness and Efficiency Always Drive Value.  Use data-driven insights to guide your marketing messages and outgoing media strategies.  Google tools like Insights for Search and Ad Planner can help you keep an eye on emerging trends.
• Target the Right Customers. New technology allows you to reach audiences with increasing granularity, yet still at scale. Now more than ever, it's important to translate consumer insight into targeting precision.   
• Measure, Optimize and Repeat.  Use measurement tools to better understand what is working and how to make adjusts that can lead to improved results.  57% of online advertisers have used site analytics to evaluate their campaigns, but only 38% have used the data to inform their next steps. Don't just store findings - use information on consumer behavior and ROI to optimize campaign performance.

Due to the challenges we all face in today's economy, Google recently launched Measuring Up in a Downturn, a site comprised of additional strategies and Google tools - many free - that can help you achieve your ROI goals.  

Thanks Goog - for keeping us on track (and for keeping us spending money with you, of course).  

Do check out that Insights for Search site.  You can see search trends over years of any phrase you want:  Broadway, Off-Broadway, Your Name (you know you want to).  

You can also figure out things like this . . . 

The Top Rising Google Searches (past 30 days) in Category: Ticket Sales

1. dane cook
2. no doubt 
3. ncaa tickets 
4. dave matthews tickets 
5. dave matthews 
6. dave matthews band 
7. nickelback 
8. live nation tickets 
9. george strait 
10. yankee stadium 

Yikes.  After reading this list, I figure I have two choices: 

A)  Give up theater because there isn't a Broadway show on the list 

Or

B)  Go see if Dave Matthews wants to do a musical!

Thanks again, Google.

Today is World Theatre Day: Here's How To Celebrate.

Who knew?

Today is World Theatre Day, which began in . . . are you ready for this?  1961!

Here's a blurb about it from the TCG website:

World Theatre Day was created in 1961 by the International Theatre Institute, and is celebrated annually on March 27 by ITI Centers and the international theatre community, with the reading of a World Theatre Day Message and various national and international theatre events being organized to mark this occasion.  

You can celebrate by including the message at a performance you're doing, joining the FB group, following WTD tweets, and by checking out the official blog.

But here's how I recommend you celebrate, and it's simple, and fun.

• Pick a show, any show (Broadway, Off, Off-Off, Regional Community or High School) that you were NOT already planning to see.  
• Go see that show tonight!
• Bring a friend that normally wouldn't go to the theater.  
• Come back to this blog and tell everyone what you saw.  

Your birthday isn't the same without cake.  4th of July just isn't the same without fireworks. 

And World Theatre Day isn't the same without a show.

What's cool is that the right shows can be like eating cake and watching fireworks all at the same time. 

Enjoy the day!

Amazon can do it. Why can't we? Earn cash with my new Altar Boyz affiliate program.

One of the first chinks in the armor of the big traditional media companies was first noticed in 1996, when Amazon.com turned us all into media companies with the unveiling of their monster affiliate system.

How does it work?  Sell one of their products via a unique link to their website . . . and make money.  As simple and brilliant as the straw, right?  Amazon got risk-free placement of their ads and extra traffic to their site, and the web publishers, no matter how big or small, found a way to monetize their online activities.

In other words, they got a free army of sales soldiers going into battle . . . for free.

Affiliate marketing is now in a zillion different online industries, and companies big and small, from Netflix to EasyFlirt, have all been reaping the benefits and giving great part time jobs to a lot of people passionate about those companies' products (and those part time gigs are coming in pretty handy right now, I'm sure).

That got me thinking . . . if Affiliate marketing can work for every other business, why not Broadway and Off-Broadway, right?  

Yet no one else is doing it.  Are you shocked?  I didn't think so.

So, taking a cue from bigger businesses, as I often do, I'm proud to introduce . . .

THE ALTAR BOYZ AFFILIATE PROGRAM

Here's how it work:

1. Apply to be an Altar Boyz affiliate by clicking here.
2. We'll send you a personal code/link for a special discount ticket to Altar Boyz.
3. Get people to buy tickets using your code however you'd like. 
4. For every ticket you sell?  You earn $10.  That's right.  1 ticket = $10.  Sell 10 a day, make $100 a day!  Sell 100 a week, make $1,000!!!
5. Retire early. 

And did we tell you that the discount price you'll have access to is only $45?  That gives you one of the best discounts available.  Put it on your blog or your facebook.  Email your friends.  Plan a group outing for your church/temple/whatever.  The amount of money you can make is only limited by the number of seats we have in the theater! 

To read more about the program, click here. 

And now, I have to run and see what else other big successful companies are doing so I can see how I can retrofit it to my business.  

Who says there are no jobs in this economy. Here are 2!

Are you an Un?  If so, then you should be looking for a new job.

What's an Un?  Unemployed, uninspired or under-appreciated.  

Don't wait for your old job to call you back if you got laid off (that's like staying home on a Saturday night waiting for a girl/guy who dumped you to call), and don't sit back and wait for your current job to get better.  It won't.

Look for another opportunity, or even better, create your own.

Here are a couple of job opps that appeared in my inbox this week, including one gig with a subsidiary of my company:

1.  NEW YORK MUSICAL THEATRE FESTIVAL SEEKS DIRECTOR OF DEVELOPMENT

The Director of Development will be responsible for overseeing and executing the organization's development and marketing strategies, including:  maintaining relationships and communication with diverse sources of contributed income (including individuals, corporations, foundations, and government agencies); identifying, cultivating and soliciting potential funding prospects; overseeing the fulfillment of member, patron, and sponsor benefits; maintaining development mailing lists and research files; and supervising development interns, grant writers, and other part time employees or independent contractors who are engaged by NYMF to assist with development activities.

The person who fills this role will ultimately be responsible for maintaining and building the community of support for the organization to enable the strategic growth of the organization and to ensure that the festival can continue to be an affordable and accessible venue for independent artists.

Excellent writing, oral communication, and customer service skills are essential.  Computer proficiency, including MS Office (Excel, Word, Outlook).  Prior experience in development or fund raising.

The ideal candidate will be a creative thinker and strategic marketer interested in growing with the organization.

Salary is $30-45k, commensurate with experience.

Interested applicants should email Elizabeth Lucas at eal@elizabethlucas.com.

2.  EDITOR/CONTENT MANAGER FOR THEATRICAL WEBSITES

Davenport Theatrical Enterprises, Inc. is seeking an Editor/Content Manager for three websites which it founded and manages:

www.BroadwaySpace.com
www.BestOfOffBroadway.com
www.DidHeLikeIt.com

Responsibilities will include: 

- Coming up with feature story and video ideas 
- Coordinating the production of feature videos with our crew 
- Writing daily news blurbs and feature stories 
- Managing reviewers 
- Uploading photos, videos to websites 

The ideal person for this position would possess the following skills and qualifications: 

- Experience in theatrical media (preferably websites) 
- Relationships with theatrical press reps 
- Strong computer skills (graphic design, photoshop, video editing and HTML a plus) 
- Excellent and exciting writer 
- Organized and outgoing 
- Interested in getting involved with a start up business and helping it grow. 

We see this as a part-time position that would lead to full time. There may be the possibility to work from home.

Salary commensurate upon experience. 

Interested applicants should email info@broadwayspace.com. 

Good luck in becoming an un-Un! 

Live Nation and Ticketmaster Merge: What does it mean for Broadway?

Live Nation has been on a tear over the past few years, shaking things up first with music deals (like Madonna's), second with announcing that they were going to sever ties with Ticketmaster and create their own ticketing service, and third, this week they reversed that previous announcement and said they were merging with that ticketing warhorse, creating arguably the most powerful company in live entertainment marketing and production.

While I'm always fearful whenever competition falls away, I'm also a big believer in bringing systems "in-house" to allow other ancillary forms of revenue to offset costs of production (do you know how many more Broadway productions would recoup if they were able to reap some of the benefits of ticketing fees, concession fees, etc. . . . and more shows recouping, would mean more people investing, which would mean more productions that could take more artistic risk).

Live Nation is primarily a Producer, and I've gotta believe that they will tackle the revamping of the ticketing industry from that perspective, rather than the former TM perspective which was to make as much money for the ticketing transaction as possible.

So, I'm bullish that the merger could be good. 

What does this mean for the Nederlander Broadway houses that currently use Ticketmaster?

Do I expect service fees to drop?  Not likely.  But I do expect the customer service experience (and the website) to improve (LN has already committed to a more transparent ticketing fee structure with no "nibbling" fees for print-at-home tickets, etc. that get tacked on at the end of transactions. 

There is one thing that does make me nervous.  One of the other things that Live Nation did over the past few years to shake things up . . . was sell off their Broadway biz.

- - - - -

Only 5 more days to enter the Broadway Fantasy Virtual Investment Game, WILL IT RECOUP?

PLAY TODAY!  WIN AN iPHONE!  CLICK HERE!