Institutions can have personalities, too.

I recently got an email from a non-profit here in the city asking me for money.  The message said, “Please give me money.  Signed, Institution.”

Then I got an email from the Scott Elliot, the Artistic Director of the outstanding New Group, asking me to subscribe.  In addition to a much more personal letter (it was signed simply, “Scott”), the email also featured a nice photo of Scott.

Obviously, you know which one I was more inclined to support.

But it goes beyond that.

In addition to this appeal being much more likely to succeed because of the personal nature of the communication, the strategy of attaching a person (with a face) to a institution has many more long term benefits.

Subscribers, donors, etc. are much more likely to support people . . . not buildings and not companies.  That’s why it’s essential for every non-profit, every building, and every company to have a face, or a personality, that represents the human component of what they do.

When I was in London recently, I went to see Deathtrap at the Noel Coward Theatre. When I opened my program, guess who greeted me with a letter?  Cameron Mackintosh! (Cameron owns the Noel Coward).  And the letter wasn’t just a “welcome to my theater” letter, but rather a letter that talked about the show, the actors, and more.

There are many companies around the country and in this city that are already using this strategy, but there is more that we can all do . . . and more rewards to reap from it.

Think you’ve got this covered?  Try my test to see if your company is successfully using personalization properly:  Ask 10 people who are casual visitors to your space what name comes to mind when you say the name of your venue. If they all don’t say the name of your Artistic Director, CEO, or whomever you want them to say within 3 seconds, you fail.  🙂

If you failed, or if you haven’t started yet, here are five things that person can do to expand his or her presence:

1.  BLOG IT UP!

I think every Artistic Director should blog, and it should be available right on the home page. Describe your daily successes as well as the challenges you face.  Give insider scoop on upcoming shows (photos and more), etc.  In blog form, these entries might seem more journal-like, and less solicitation-like, and you might find yourself raising money passively throughout the year.

2.  SIGNED, YOU.

Every letter, ticket confirmation, and donation request should come from one voice . . . yours.  And include photos.

3.  GREET THE PEEPS.

As often as you can, park yourself in front of the ticket takers and shake hands, get recognized, and meet as many of your customers as possible.  And don’t just talk to the Richie Riches.  Today’s single ticket buyer could be tomorrow’s subscriber.

And if you can be there at the end of the show to listen to people’s thoughts, complaints, feedback, etc., even better.

4.  SHOW FACE.

Take advice from Scott and insert your photos into your correspondence. I’d also put photos of you and your team by the box office, and other key places.  You want people to recognize you when you’re at the Duane Reade.

5.  ANSWER EVERY EMAIL

Your email should be plastered all over your site.  Let your subscribers, patrons, and more have direct access to you.  And respond. It’ll mean a lot to them . . . which will no doubt mean a lot to you.

Are these things that difficult to do?  No.  Do these things take time?  Yes.

But I have a feeling you think your institution or your company is worth it.

You asked. We listened. New At The Booth™ version released.

Products, like plays, don’t have to be stagnant.

They should live, breathe, and morph based on audience feedback and interaction.

We launched our At The Booth iPhone App just a couple of months ago, and, frankly, we got some incredible positive feedback.

But you want to know what the best feedback was?

Constructive criticism.

It’s hard to hear phrases that begin with, “You know what would make this better?”

Luckily, I have an incredible development team that craves those kind of comments, because they know what stings today brings happier customers tomorrow.

So, we took those comments, went back into the e-labs, and tweaked our app to include some more features that you requested.

Here’s what you wanted, and here’s what you’re gonna get with the new update:

  • Portrait view
  • Facebook and Twitter share feature (let your friends know what show you’re seeing!)
  • Restaurants near the theater
  • Lottery and rush information
  • And more.

Download the update today.

And after you do, email me and let me know how we can make it even better next time.  Because that’s what product and play development is all about.

Oh . . . and for those of you who are about to email me and ask for a Blackberry or Droid version?

Don’t bother.

Because both versions are coming.  Soon.  (And BTW, that Droid is one sexy smartphone.)

Get the At The Booth update here.

Introducing the new and improved Producer’s Perspective!

Whatta ya think?  Like the new look?

My blog got a face-lift last night, and some skin-bleaching as well, so if you’re reading this in an email or in an RSS feed, click here to view the new site and check it out!

We’ve gotten a lot more organized to help you find the things that you’re looking for, from jobs to resources, to the most popular blogs from the last 2.5 years.

As always, feedback is encouraged.  Comment by clicking on the comment button below this entry (email subscribers, you have to visit the site first).

If you’re not a subscriber, sign up today.  Just fill out the box in the upper left hand corner and you’ll get me in your inbox every night about 8 PM.

For those of you who like reading on the web, my blogs go live every weekday at 11 AM EST.  As regular as a morning show.

Special thanks to my design team of one, Ms. JLB, for the new ‘do.

Let me know what you think!

Oh, and if your site needs a facelift, get to it.  The great thing about websites is that you can add new features in seconds.  The bad thing is that after a year or so of new features, they start to look like Mr. Potato Head.

After a while, you gotta take off the nose, the ears and start all over again.

10 Simple Steps To Start Internet Marketing Your Show.

You’re probably smart enough to know that the internet is where you’re supposed to be if you’re trying to market your show.

But are you smart enough to have started?

If you are one of those Producers or Playwrights who always meant to get around to understanding the internet but haven’t quite got around to it, don’t worry, you’re not alone.  I know a bunch of players in the Broadway arena who still haven’t picked up the ball yet.  

To help you get into the game, I consulted with my web-guru, Jamie Lynn Ballard (who makes all of my sites so pretty), and we came up with the following 10 Simple Steps to Start Internet Marketing Your Show.  These tips work for Broadway shows, Off-Broadway show, Off-Off Broadway shows and everything in between.  In fact, this list is even more helpful for the smaller shows.  Apply the majority of these tips and you can make your show seem a lot bigger than it is.

Ready?  Here we go.

 

10 Simple Ways to Start Internet Marketing Your Show

1. Buy Your Domain Name

You’ve heard me say this before, but this is the most important thing you can do when you start plans for a show.  As soon as you have an idea, make sure you snatch up the domain, because if you don’t, someone else will.  Use a site like GoDaddy that sells domains and hosts websites, so you can buy and build in the same place.  And get a starter site for your show up as fast as you can.  It doesn’t matter if you don’t have all the relevant info yet.  The sooner you can put up your site, the sooner it will show up in search engines, and that means free traffic.   

2.  Know SEO

SEO, or Search Engine Optimization, is one of the most important things you can learn about internet marketing.  Do it right, and you’ll stand out like Gulliver in the land of Lilliput.  Ignore it, and you’ll fall to the bottom of the web sea.  What you should know is that as technical as it sounds (why are all acronyms scary?), there are basic strategies that are very simple, so don’t be scared.  Pick up a book and get started.  

3.  Build Your List

I’ve spoken on three internet marketing panels in the last six months and in the wrap up section one panelist always said, “The most important thing a web marketer can do is increase the quantity and the quality of his/her opt-in list.”  Email Marketing allows you to build relationships with fans, promote your show, sell tickets and more.  Put a sign-up box on your website to collect email addresses, and send occasional emails to your list with information and updates about your show to keep them engaged.  Use a company like Benchmark to make it easier for you (Constant Contact is so 2005).  It seems so old school, I know, because this is what internet marketers were telling everyone ten years ago, but let me tell you first hand, that an effective marketing email blast is one of the most important tools you have in your show’s marketing tool box.

4.  Invest in PPC

PPC, or Pay-Per-Click Advertising, is one of the most economical and low-risk ways for you to reach customers.  If you aren’t yet ranking high in Google organic search results (and even if you are), pay-per-click advertising gives you a way to appear alongside the sites that are.  Don’t have a lot of cash to spend?  Don’t worry, Google Adwords and other PPCers let you set a cap on how much you want to spend per day.  Tip:  PPC works best when you have a very specific target demographic (e.g. bachelorette parties for The Awesome 80s Prom).  PPC can get pretty involved when you start talking Quality Scores, etc., but it’s worth learning, because it can put butts in the seats and bucks in the box office fast.

5.  Be Social.

Create profiles for your show on social networking sites, like BroadwaySpace, Facebook, and Youtube (if you have video content). Your presence on social media sites may or may not help you sell tickets right away, but if that’s where your audience hangs out, your show should, too.  Make sure you keep these sites filled with content.  No one likes an outdated social networking page.  It’s like the guy on your block who never cuts his lawn.

6.  Tie Your Sites Together With Twitter.  

Twitter is the twine of social media.  By using this microblogging site you can quickly communicate with all your fans.  You can also find new ones by prowling the Twitterverse searching for keywords that fit your show (doing Romeo and Juliet? Look for people tweeting “Shakespeare”).  Once you have them in your world, use Twitter to point people to your website, social networking pages, or blog posts.

7. Blog

In addition to providing you with another channel to interact with your audience, blogs are search engine magnets.  Pick a topic, sign up to a blog site like Typepad, and start blogging.  Keep SEO strategies in mind as you go.  Oh, and remember one thing.  Before you start, eat your fiber.  Your blog doesn’t have to be updated hourly or daily, but it does have to be regular.  Think of it like a daytime talk show.  Every day, same time, same network . . . yours.

8.  Be Your Own Press Agent.

Write and publish articles and press releases about your own shows.  Publish your stuff with sites like GoArticles or EzineArticles, and take it to the next level with a site like PRWEB.  PRWEB allows you to submit your news releases to search engines, news sites, content syndicators, and RSS feeds.  This is one of the fastest ways to increase incoming links (or ‘link population’), which will improve your credibility with the search engines.

9.  Analyze This!

The #1 rule of marketing is to test and then test again.  Just like in grade school, you didn’t know how you were doing until you saw your report card, right?  Get your web report card by signing up for Google Analytics.  Analytics is a free service that allows you to track and analyze your web traffic so that you can judge the effectiveness of your marketing initiatives and understand how visitors found you, what they like about your site, what they don’t like about your site, and what you can do to keep them coming back.  If you’re not looking at your metrics, it’s like going through school without ever knowing if you passed or failed.  You can’t get better without someone telling you how you’re doing.  Let Google school you.

10.  Be Submissive.

Search engines can be old-fashioned, and sometimes they like a formal introduction. If you’ve got a new site, take the time to submit it to search engines.  Hit the major ones (Google, Yahoo, MSN, etc.), of course, but take the time to look for specialized link directories and niche sites to submit your website for indexing.

 

For specific tips on starting a theater blog, click here.

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