A popular topic at last month’s Space on White panel with emerging NYC theater companies was mission statement.
It seems obvious that an artistic company – or any company – would need a defined mission statement, but there were directors in the room who had been producing work for two years without defining what [...]
For the past several years, my morning coffee companion has been “You’ve Cott Mail,” a daily roundup of the very latest arts industry news distilled into a simple email, readable in under five minutes. In my opinion, any professional in the performing arts should view it as their Daily Variety – vital for staying abreast [...]
Many of you are champions at communicating with artists. If you’re a director, you may even have an MFA in it. And we know it takes weeks, even months, for our vision to go from concept to opening night.
So why, when we’re dealing with designers, do we assume what we want can be [...]
Let’s take a moment, shall we, to get back to basics.
Yesterday, a lighting company contacted me about crafting their marketing strategy. When I asked for background on the company, the owner sent me a recently written press release, and at our meeting today, showed me their logo, website, postcards, and briefed me on recent events. [...]
Audiences are limited. There may be one million people in your area, but to weight them all as equally fair game as your target audience is both inaccurate and insane.
In marketing, it’s considered far less productive to attempt to convince someone to purchase your product if you have to change their mind, their beliefs, their [...]
(Win a ticket to the IAA Global Marketing Summit this April in NYC by commenting on this post! Scroll down for details…)
Hey, remember college? Your primary responsibilities included keg party attendance, trying to land an unpaid internship, and considerately scheduling dorm room makeouts around your roommate. Oh right, and learning.
Professional life is, admittedly, quite different: [...]
Sigh, reading is soooo boooooring. If you make it to the second paragraph of this article, congratulations, you have a higher attention span than most of the Twitter-verse.
But does your audience? In the age of YouTube, how do you harness the power (and traffic) of video to market yourself, your project, your company? Web video [...]
This one might make you upset, but it’s come to my attention that some of you need a swift kick in the ass, so grab your blankie and put your therapist on speed dial and keep reading.
Chad M. Bauman of the venerable Arena Stage recently reported playwrights’ complaints that marketing directors “kill new work” because [...]
I don’t love sports, but I love sporting events. Few experiences rival the theatricality and pageantry of, say, a pro football game, from fanatical fans to enthralling entrances – all with constant emotional engagement. Wait a second – isn’t that what live performance is supposed to do?
The most popular sports go well beyond [...]
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