Sunday, April 11, 2010
The Biggest Marketing Challenge of the Next 10 Years (Part 3)
Arts Marketing: "Part three of the series features responses from two experienced theatrical marketers--one that works at one of the finest training institutions in the nation, and the other works at a top Broadway marketing and advertising firm."
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5 comments:
This is very interesting...to think about the unique situation of live theater, and that "you can't get an app for this". With the introduction of digital media and projection into theatrical performances we're bridging that gap. I think what's unique about theater is that you can't take away the "live" experience of it. It's a reassuring constant in this very fast evolving industry.
Marketing in all industries has rapidly become a different game with the addition of facebook, youtube, twitter, and all of the other online resources. Like the article says, consumers are getting a bigger handhold on the situation and are becoming more and more of a part of the strategy as opposed to just its targets. I appreciate the response to original post that even with all this new technology, marketing professionals still need to maintain a clear strategy rather than becoming bogged down with all of the new choices that are available. They should use the audience participation to continue to target and tailor their message to appropriate groups and use the vastness of the internet to reach new audience members more efficiently.
I do not think that theatre will become nonexistent but technology is taking over and this was a very interesting article to read from two points of view. Anne at Yale wants to find a way to use technology and thinks that live performance is still so important and I agree it is. It is like nothing else and that is why I want to be a part of it. For Ilene though the most important thing is ticket sales and yes I agree that without the funding there is no theatre to be made but I think that the best way to deal with this is just what Anne said. We should involve technology in theatre. I think then the problem of interest will fix itself instead of just focusing on marketing and ticket sales as the second person concentrates on.
Arts organizations, especially small non-profit organizations, are suffering greatly from this exact issue. Many marketing department have had to stretch themselves very thin to find new ways to keep in touch with the various market segments that their organization draws to. It's interesting to see how something we've all accepted into our lives can drastically change how informed we are. I think that having so many different ways to access information is detrimental to a lot of the old ways we were relying on, although this isn't really a lost cause. In some ways it might be interesting to continue those methods to keep things diverse, although not everyone's segment is going to react well to that.
I agree with Ilene Rosen's saying that when we do marketing, we should have strategy. I think quality is more important than quantity in marketing. Also, as technology developing, we need to develop marketing method.
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