What does the Best Business Blogger on the web think about Broadway?

There’s nothing that sets my heart a flutter more than when someone from the traditional business world takes an interest in what we’re doing on Broadway.

So imagine how excited I get when that someone is none other than the business and marketing Superman, Seth Godin.

I first stumbled onto Seth’s marketing masterpiece, The Purple Cow, years ago, which helped define my marketing style and my “product development” style as well (and yep, as un-artsy as it may sound, a play or a musical is a product, especially when it’s one that you’re trying to get on Broadway).  I started religiously reading his blog, and took one of his all day seminars (which inspired my own Get Your Show Off The Ground seminar).

I’ve read just about every one of Seth’s books, and you should too (start with Purple Cow).

And just last week, Seth wrote a blog about us.

We should be flattered.  And we should also take notice.

It’s not the first time he has written about The Great White Way.  Just last year he honored me and my production of Alan Cumming’s Macbeth with this fantastic piece about critics and the theater.

This time, however, he wrote about marketing, in a post entitled Three Marketing Lessons from Broadway.

Unfortunately, he doesn’t have all great things to say about what we’re doing.  But he does have all smart things to say about what we should be doing.

Read it here.  It’s a click worth making.


(Got a comment? I love ‘em, so comment below! Email Subscribers, click here then scroll down to say what’s on your mind!)
– – – – –


– Need to raise money for your show?  Get Raise It!  My just released and guaranteed how-to guide.  Click here.

– Want $500? Only 6 days left to enter our 10 Minute Play Contest!

– Only 4 days left to vote in the 2014 Broadway Marketing Awards!  Vote today!

-Win 2 tickets to Once on Broadway! Click here. 

  • Shane says:

    It took me a few minutes to get past the first paragraph… “diehard fans who see three or four or nine shows a year”. Obviously we don’t move in the same circles… if I was defining “diehard fans” I would have ended that phrase with month (or even week!).

    That aside, his observations are spot on for *some* shows. The “math” of who fills your seats really depends on your target audience. For some shows that really is the regular theatre goers, and you absolutely should heed his advice on speaking to them in a way that will resonate with them… but I don’t think that translates to a global truth that you are better chasing that audience than the tourist crowd. Ultimately it’s about knowing who your target is and being conscious of that in everything from casting, to timing, to marketing, to pricing.

  • David Merrick Jr says:

    Goldin may be a bright guy, but the last time I looked GUIDE was packing them in and setting b.o. records at the Kerr.

    Also, the ad was OBVIOUSLY aimed DIRECTLY at celebrating it’s Tony win for Best Musical, the only category that history has shown to financially matter at the B.O..

    So yes, he may be a big marketing brain, but frankly, he missed the point…

  • George Rady says:

    When I got – back – to thinking about Theatre… I took it as a given that we are dealing with a “product” and I think people do themselves a disservice if they think otherwise…

    Sure for “us” it is an art – but I’d be hard pressed to imagine that such is the feeling of every Entrepreneur that starts to market their own “cup cake” or “bicycle” – a little humility… please.

    “Butts in Seats” is my favorite Get Real phrase – it wipes the Artsy-Fartsy glue off my glasses and forces me to think – with hundreds of play (dozens at any one time) movies, television, video games (more populare than movies these days) sports, politics and porn (just love throwing in the last two)

    WHY would anyone want to come see MY little play?

    And Reductio ad absurdum – I am forced to start thinking realistically what about my work will tempt people away from all that other stuff???

    Moreover – how many people can I steal away… what are they likely to pay… and will they come back – and IF they do – how often… if that Revenue does not exceed my costs… than back to Square One and rethink the problem.

    I like what this guy is saying… it makes pure dollars and sense!

    And w/o dollars – there is no sense in trying to create Great Art!


  • senorvoce says:

    Godin doesn’t add much to the conversation. Very much the elitist, and prone to rehashing the obvious. Tries to come off as omniscient, but is definitely not.

Leave a Reply to David Merrick Jr Cancel reply

Your email address will not be published. Required fields are marked *