GUEST BLOG by Sara Fitzpatrick: 5 ways to make sure you’re ACTUALLY connecting with your audience online

The Internet is the child of Al Gore and that’s why we capitalize it like a first and last name.

The Internet is the end.

The Internet is the beginning.

The Internet has made virtual space more valuable than physical space.

The Internet is___________.

All these statements about The Internet are equally true… including the blank statement. So if The Internet is and is not all of these things, how do you use it as an effective marketing tool? This has become an increasingly important question as the days of treating digital as an afterthought are gone. The Internet is constantly evolving, but here are some approaches I’ve discovered from my fifteen years of digital marketing to make sure I’m actually connecting with an audience online.

1. Exercise empathy

If you’ve ever secretly wanted to be an actor, here’s your opportunity to get method.

Start looking at things from the audience’s point of view. The days of big brands shaming people into buying a lifestyle are gone. Now, it’s about welcoming them into your brand world and engaging them in a dialogue. This is not to suggest people will ever stop buying things out of a place of deep shame, that will never get old for some of us! But thinking that people want to hear a monologue about a brand from a rigid entity is outdated and ineffective. Modern marketing engages your audience in a conversation where they feel welcomed into your brand world.

So, if your marketing strategy is based on a dialogue, you need to define your voice. But how do you do that?

2. Create and abide by your brand guide

Your show is meant for somebody and the better you can figure out who that person is, the more effectively you can reach them.

What does your show’s brand pyramid look like?
What are its key attributes?
Who are your competitors?
What are your strengths, weaknesses, opportunities and threats?
What does the consumer look like for your show?
What are the visuals, tone and creative that will best convey your brand message to your most likely consumer?

When you’re able to clearly abide by that brand voice you can generate tailored, high-quality materials. The digital space may be a person’s first touch point for your brand, so pay attention to what you’re saying. The quality of your content online is more important NOW more than ever, which leads us to the next guideline–

3. Weight quality over quantity

Your brand voice in the conversation will come through in the content you create. Be thoughtful; it’s easy to understand why consumers are increasingly wary of anything online. Create quality content you stand behind. Once you’ve created this content, you need to be strategic about where it goes.

Advertising is not always content and content is not necessarily advertising. What’s impactful in print may equally fall flat on a smartphone. The time and effort spent creating content that tells us what your brand voice is will be wasted unless you’re also smart about where it’s being heard. Different advertising and social media platforms have taken on distinct personalities; personalities you need to consider for your messaging.

Additionally, it’s important to remember that even if someone isn’t “following” you, it doesn’t mean they’re not engaged. Consumers are using social media as a research tool for brands instead of blindly following them—which is another reason your brand voice needs to be consistent and true. A new user is as likely to see your Instagram post as a loyal fan. “Followers” don’t carry the same amount of weight as they used to because they don’t necessarily translate to popularity or customers and vice versa. And speaking of followers….

4. Beware of fake news

Bots and followers leave everyone with that uncanny valley feeling: looking at a face that appears human but isn’t actually a flesh-and-bone human being. It’s a vile and insidious feeling. You’re unable to trust that anyone is who…or even what they say they are. I feel horrible even talking about it, I need to go buy something.

Buying followers and utilizing bots is a big example of putting quantity or quality… or quantity over reality. We don’t buy bots and I would never recommend it to anyone. Not only because it’s an ethically grey area, but because it’s not actually helpful in gathering insights for your brand. It really has more to do with how the audience is reacting to your product. How is the audience growing? What are the elements of your marketing matrix that drive traction and interaction? What are the messages that spark the most engagement? Fake follower data isn’t going to help you with that.

And alongside bots, the last important trap to avoid in your path to becoming the Beyoncé of branding-

5. Just because your friends are jumping off the bridge…

Just because everyone is buying New York Times triple trucks in July, doesn’t mean you should too. ALWAYS consider your brand voice and be loyal to it. Like your savvy customers, you can see what the competition is doing as research, but that doesn’t mean you should blindly follow and do the same thing.

– – – – –

Sara Fitzpatrick is the Founder and President of ARTHOUSE, a full-service media agency that partners with forward-thinking web advertisers in the strategy and design of innovative brand campaigns. Their services include branding, content creation, social management and media buying with a focus on how creative drives campaign success.

You can hear her podcast interview with Ken here.

Broadway Grosses w/e 4/1/2018: The Easter Bunny Brings Good Business to Broadway.

The following are the Broadway grosses for the week ending April 1, 2018.
The Broadway grosses are courtesy of The Broadway League
Read more here:

The newest additions to our slate.

I made some pretty juicy announcements about some new musicals we’re developing recently, and yesterday I realized . . . I never blogged about ’em!

Well, today’s the day . . . especially since these two will definitely count towards our #5000By2025 mission we announced here two weeks ago.

So here are the two new musicals we just announced and more importantly, why we’re producing them.

JOY

Like so many people on earth, I first met Joy Mangano when I was hanging up a shirt.

That’s right, if you have a velvet hanger in your closet, then you know her too.

Joy is also the woman behind the Miracle Mop. And the mini steamer.

But this isn’t a story about consumer goods.  This is a rags-to-riches story about an unstoppable single mother of two, who defies the odds and turns a dream into a reality and then into a mega-million dollar empire.

Hollywood spun her story into a movie starring Jennifer Lawrence, but there’s so much more to it than that.

It’s a joy-filled tale of a female who triumphs over adversity. . . which is exactly what Broadway needs right now.

Oh, and the dancing mop number is going to be amazing.

BROADWAY VACATION

I’ve been after the rights to the Vacation movie franchise for years.  Literally years.  Every twelve months, an alarm would go off on my ToodleDo and say, “Bug Warner Brothers for the rights to Vacation.”

Well, not too long ago they finally said they were open to it . . . and they also said, “Hey, you know who also has been bugging us?  Kurt Deutsch.  You two should talk.”

Talk we did. And then we secured the rights . . . but not to do the movie on stage.  But instead, to take those iconic Griswold characters, and set them out on a new adventure.

That’s right, you’ve seen Vacation, European Vacation, Vegas Vacation  . . . here comes Broadway Vacation The Griswolds take Manhattan.

As I mentioned in my Facebook Live video on the day of this announcement, I’m a believer that if you’re going to take a big brand and adapt it into a musical, you gotta do something different with it.  It has to be unique.  You can’t just put a movie on stage . . . that’s not the medium that the story was designed for!

But when you can take the characters and create a new story (like what Harry Potter has done) you get all the value of the original brand, and you get the excitement of creating something new.

We’ve got a long “Holiday Road” ahead, but we’re excited.

(Oh, and note to you folks trying to get the rights to something . . . in business, “No” often means “not now.”)

Both of these rights acquisitions have been in the works for some time, and are all part of a new focus of mine towards the development of large-scale new musicals (In the last year, I even raised money for a “front money fund” to pay for the development of up to ten musicals so I could focus solely on the creative).

You’ll see a few more announcements in the coming months about the other shows that I’m growing up from the ground floor.

And they are just as exciting as the above.

Stay tuned.

– – – – –

I announced both of these shows LIVE on my Facebook Page.  Join me every day for an impromptu Facebook Live giving you a glimpse into the day and the life of a Broadway Producer.  Click here to see the past videos . . . and make sure you like the page, and turn your notifications on to see the next time that I go LIVE!

Want to learn how to produce a play? Click here for all the tips, tools and training you need.

GUEST BLOG by Mike Rafael: Broadway by the numbers: the company you keep.

10 Years ago, Ticketing Analyst wasn’t even a job on Broadway.  Now, every show has one.

One of those analysts is Mike Rafael, who I interviewed here, and who is the number-crunching author of this week’s guest blog.

Enjoy the stats, and be prepared to hear a lot more from people like Mike in the next 10 years.  And kids, if you want a stable career?  Look into ticketing analyst school.

– – – – –

Broadway by the numbers: the company you keep.

For the week ending March 4th, 2018 there were 30 shows running on Broadway.

  • 10 of these grossed at least $1,000,000.
  • 10 grossed between $600,000 and $1,000,000.
  • The last 10 grossed between $250,000 and $600,000.

If 1/3rd of your business is in the “millionaires club,” the 1st week in March, you’re in good shape.

By comparison, for the same week in 2016 (w/e 3/6/16) there were 32 shows running.
  • Only 5 were “millionaires.”
  • 7 shows grossed between $60,000 and $850,000.
  • The remaining 18 shows grossed less than $600,000.

With baseball season around the corner, let’s use a sports analogy – Broadway is no longer a couple of star players on a generally weak roster. Our lineup is strong top to bottom, with a good bench to boot.

And, contrary to popular belief, Broadway isn’t just increasing grosses by increasing prices.

In 1996, the year before THE LION KING opened, Broadway sold 10.2 million tickets and grossed just under $500m.

In 2010, the year before THE BOOK OF MORMON opened, Broadway sold 12.1 million tickets and grossed over $1 billion for the first time ($1.03b).

Last year, having added HAMILTON, DEAR EVAN HANSEN, HELLO, DOLLY! & SPRINGSTEEN, Broadway sold 13.7 million tickets and grossed $1.63 billion.

In fact, speaking of sports teams, for the last three years Broadway has outsold the top 10 New York professional sports teams combined. In 2017, Broadway attendance surpassed the combined NY Sports teams by 2.6 million tickets.

[bonus question: name the top 10 NY sports teams – answer below]

Here’s another comparison: the movies.

In 1996,  1.309 billion people bought a ticket to a movie in the US.

In 2010, 1.328 billion people went to the movies in the US.

But in 2017, 1.225 billion people bought tickets, the lowest figure since 1995.  [source: the-numbers.com]

One might also note that the 3rd highest grossing movie of 2018 so far is a musical, THE GREATEST SHOWMAN, with a distinctly Broadway pedigree (Hugh Jackman, Pasek & Paul, Keala Settle).

So while moviegoers continue to decline, the audience for Broadway continues to grow. Last year’s record year for both attendance and grosses on Broadway and this year, thanks to HARRY POTTER, FROZEN, MEAN GIRLS et al, those records will be broken again.

Let the good times roll.

[The answer to the bonus question?  The Top 10 NY sports teams by attendance: NY Yankees, NY Mets, NY Jets, NY Giants, NY Rangers, NY Knicks, Brooklyn Nets, NJ Devils, NY Islanders, NY Red Bulls]

– – – – –

Mike Rafael has worked on ticketing for over three dozen Broadway shows and has set the house record in 5 different Broadway theaters. Last year he helped WICKED set the all-time single-year attendance record for Broadway.

Broadway Grosses w/e 3/25/2018: The first week of spring and snow?

The following are the Broadway grosses for the week ending March 25, 2018.
The Broadway grosses are courtesy of The Broadway League
Read more here:

Ken Davenport
Ken Davenport

Tony Award-Winning Broadway Producer

I'm on a mission to help 5000 shows get produced by 2025.

Featured Program
The TheaterMakers Studio
Featured Product
Be A Broadway Star
Featured Book
Broadway Investing 101
All Upcoming Events

may, 2020

No Events

Featured Webinar
Path to Production Webinar
Advertisement
X