Advertising the Arts (pt. 2)

If you have been following this blog, then you may know that in my last post I was writing about an experience I had with an international production between Mexico and the UK, in which I participated as both a playwright and a producer. This is the second part of that story and it will also serve me to sum up my own conclusions on how to effectively market your performance.

The last time I was talking about this subject, I summed up some of the strategies we used to advertise our play, i.e. setting a webpage, producing a video, approaching the embassies and other international organisms. After this we organized a party at a well-known venue in London. You may want to consider this for you own show, but I would recommend that you do it as close to the opening as possible, as in our experience, not many people from the party showed up to the play, only because it was done in July when the opening was not until November.

We finally went to an Advertising Agency that set up the final stages of the marketing process. Byron Read, head of this agency, pointed out the many mistakes we were making in our marketing strategies. I can safely say that most of the conclusions that I will now sum up in this blog, I draw from them.

 

  1. Social Media in the Arts: First of all, we were not doing as many posts on our social media as we were supposed to. When you are advertising your play using social media it is of the outmost importance that you make daily posts about anything, a picture, a blog post, a twitter, whatever you can think of, just put is out there using your Social media accounts. Be controversial and it doesn’t even matter if your post is related to your play. Remember that social media is all about interconnecting and interestingly enough the arts are about exactly the same. I’ve known no one in Theatre who has made it without the help of others. So, share other people’s content in your own media and they will do the same for you.
  2. How to Attract the Press: This is one of the most difficult tasks when it comes to marketing the arts, especially in London. There is just so much to see in this city that putting another play in the market is like putting yet another needle on the haystack. So, what this London Advertising Agency taught us, is that the only way to do it is by calling them and letting them know you are out there. Since there is so much to see then you want to call as many bloggers, newspapers, magazines, and critics as possible, chances are not many of them will come but if you have enough in your lists then your chances are immediately enhanced. Reviews are of the essence!!
  3. Free theatre in exchange for reviews: If you are seeing that your audiences numbers are not going too well, you may want to try some websites that offer free tickets to their members in exchange for reviews. The Audience club and Play by Play are two attractive options for this purpose; they require from the members to write reviews from the plays they’ve seen in order to get the tickets; this is a useful strategy if you are looking to stack up the house over a day when there’s not many people. We used it on a Tuesday, since it was our weakest day, and it worked wonders!
  4. Arts throughout the time: What we ultimately learned is that, the more time you have doing your show, the more audiences you will ultimately get when you arrive to the big city. Do readings of the play, perform it in cheaper venues outside the city, get early reviews, and so on. The name of the game is BE OUT THERE, as much as you can.

So, these are my conclusions about advertising the arts. Of course, there is so much more to say but I think this sums it up. I hope this is helpful to you, I wish you the best of luck with your show and remember to invite me!


marketing

The Incredible Success Story: Coca-Cola Marketing

Originating as a soda fountain beverage, Coca-Cola began selling for five cents a glass in 1886. Sales growth was very impressive and that was just the beginning of their creative marketing brand. When the business first started, do you believe they ever thought that the Coca-Cola Company would be one of the largest companies still in 2016? I bet they only dreamt of that happening.

What Makes Their Marketing So Good?

Coke, Coca-Cola, Cola, whatever you normally call it, the brand has fascinated all of its consumers throughout the world. Coke has developed to be one of the most popular and most recognized brands of all time. Since the beginning of the company, Coke has maintained competition, along with developing unique strategies to constantly raise the interest of consumers. Positive advertising has always been the goal of their campaigns. Have a Coke and a smile, Open Happiness, or Life tastes good are past promotions that you can find. Upbeat communication has built their identity and personality into a positive image. According to marketers, Coca-Cola’s strategic marketing methods would be viewed as the center foundation of the modern day marketing. Some of the clever and creative slogans that Coca-Cola has marketed throughout the years include:

 

  1. It Had to Be Good to Get Where It Is
    • This advertisement reassures us all that Coke is the soda to choose! Coke is a product that is known throughout the world and clearly is delicious enough to have won over the hearts (and taste buds!) of so many individuals.
  2. What You Want is a Coke
    • No need to fight against this statement! We couldn’t of said it better ourselves!
  3. Have a Coke and a Smile
    • How uplifting is this campaign message! It reminds us to never stop smiling and love every second of life! Brands that put happy thoughts into our minds tend to have happy consumers! Happy consumers will keep coming back for this positive brand!

 

Nowadays, Coca-Cola has the opportunity to market its brand through Internet based marketing and mass media. Marketing trends show that Coca-Cola has always followed consumer patterns in the most positive ways. The brand has maintained a certain level of positive customer satisfaction that continues to contribute to its successful company. They are constantly seeking innovative ways to drive the business forward and connect and respond to the people who love their brand.


Ad Blocker

Digital Media: The UK’s Ad Blocking Problem

Ad Blocking software is become increasingly popular, especially in the UK. Consumers have so much control over what content they see, so they are becoming frustrated with the state of banner and especially video advertising. Most users spend their time on the internet watching YouTube and other video sharing platforms. The Ads on videos are becoming longer by the day, leaving users upset. Enter Ad Block software.

 

Many UK  Digital Media Users Use Ad Block Software

 

In the recent “Future of Advertising” survey, conducted in the UK, the results found more than half of UK consumers are likely or very likely to use ad blocking software. Respondents say they feel there are too many ads, they aren’t relevant to them, or even some saying the ads were “creepy.” 95% of users also said they would consider using Ad Block software in the future. Looking at the results of this survey, it is clear that there is more pressure on Advertisers than ever to engage their target audience online.

 

This is more important in the UK online advertising world than probably anywhere else in the world right now. 30% of respondents said they are likely and 23% are very likely to use ad blocking software in the future. This is slightly higher than the global average of 21% who are very likely and 30% who are likely. In the UK, 95% of those surveyed said they would consider using ad blocking software in the future. The only country that came in higher was Sweden at 96%. This isn’t the only similarity between UK and Swedish users, though, as 69% of UK users and 71% of Swedish users said they would be put off by a brand after being forced to watch a pre-roll ad for a company before an online video. The global average is 62%. Similarly, both UK and Swedish users were most likely at 85% to put a video ad on mute. But, the most telling statistic is that 74% of UK consumers said they would like more control over video ads, while the global average is only 62%.

 

To help advertisers deal with the rise in ad blocking software, advertisers must use targeting and distribution strategies to cut through the clutter and deliver ads that beat the ad blockers and earn consumer attention. With all the tools at our disposal in this new digital media age, we as advertisers must use discretion with our advertising dollars. There is so much video content being pumped into users social media feeds, it’s no wonder why they feel overwhelmed.


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