Marketing and online philosophy

[Dorothy Lemoult]

http://www.cluetrain.com/index.html#manifesto

I thought this might interest some of you in connection to how we market ourselves on the web...

[Jim Jewell]

Really excelllent link, Dorothy - thank you. I've been enjoying chewing at it all week.

I found two pieces so far particularly important:

# People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.

# There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

Absolutely the best chance you have of someone coming to see your show is if someone they trust tells them "This is great, you should see it." No poster, review, handbill, ad, promotion comes even close to the effectiveness.

I think this is important because it stresses the importance of getting new people into the theater. Efforts like takepartinart.org and some of the co-promotional efforts we've done and want to continue at The Shunpike are great, but they tend to focus on those folks that already attend. Theater-goers sharing info about shows with other theater-goers.

The only sure way to keep art alive in Seattle is to expand the base of patrons, increase penetration of messages from our theater-going sub-market sa into the overall leisure-time market. Because that market is also networked, and if we break further into it, we can take advantage of the network to continue to draw other new people in.

How does that become practical strategy? Just as an example, I long-advocated at the Rep that there should be a focused and deliberate outreach of comp tickets through the temp agencies. I did some big corporate time, and usually the few young cool temps (sometimes that was me) became the arbiters of cool for those lifers that still showed any signs of life. I know folks at both WaMu and BofA that had never gone into a theater for anything but a movie saw shows I talked about.


# Companies need to realize their markets are often laughing. At them.

# Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.

# Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.

# Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about.

# Bombastic boasts—"We are positioned to become the preeminent provider of XYZ"—do not constitute a position.

This whole set really resonates with me, particularly the last line. Claims about what a great show you aree running, or how cool your festival is in a press release drive me around the bend. I no more believe an earnest artist's claim that their show breaks new ground than I do the corporate PR's claim that they have the interests of the consumer at heart.

I think we always have to remembber that the world of the media is a big dumb friggin' game. It has little room for earnestness, because it is always ironic and suspicious. What it needs is substance, ideally styled with the confident grin that says "I know this is a game and that I'm only as honest and reliable as you believe me to be, so here 'tis and have at it."

That demands more care and critical thought going into the marketing message you are crafting for your show. This is the place where dramaturgy, artistic direction and marketing really meet.

Because, really, what this whole cluetrain list reminds and reaffirms to me is the idea that maketing your art isn't the last thing you should do before selling tickets. To do it well, and in a way that will expand the commons from which we all draw audience, it should be a fully vested part of the entire process.

Not - I make art, I need audience, go get them.
Instead - To make art we need audience, so how do we bring us together?

I think I can get off my high-theoretical-marketing-horse now. I mean, sheesh, was I just going to go on and on forever?

JJ

[Dorothy Lemoult]

Thanks Jim !
While I have no training in Marketing, these things really interest me and it's also fascinating to me how the best marketing these days is on the internet.
If you haven't seen this site http://www.gapingvoid.com
you should get a kick out of it too !!!

[Jim Jewell]

So, what if we try to do something practical with some of these ideas?

Really, this could be the perfect fit for us, because as artists we are a little analytical and a little spiritual. This could be a great combination of throwing loaves upon the water and giving energy out into the universe with principles of viral marketing.

If we want new people in the theater, let's learn a lesson from our dealers and make the first one free. Your next show, ask four friends you would otherwise have comped to pay up, and send those comps out into the world. I think temp agancies are the obvious choice, as my years as a temp were fueled by Ramen and free stuff. I'd be willing to coordinate getting comps (something physical with instructions to redeem to make it the least hassle) out to the agencies with a write up for each show that participates in each mailing.

Is there something to that? Wouldn't show instant results, but also seems to me exactly the kind of seeding of the market we have to do.

If anyone is interested, email me at jim@theshunpike.org and we can see what we can put together.

I'm intrigued by the idea, anyway.

Oh, and, Dorothy, have you read any Douglas Rushkoff? Those two links you gave me lead me to believe you'd dig his stuff. www.rushkoff.com

[Dorothy Lemoult]

Great ideas.... Though yes it would take time...
Take Part in Art has been doing a drawing every week where theater donates 4 tickets to them. We took part one week. Brought new people to the space who wouldn't necesseraly come normally...
I am interested in keeping this discussion and ventures going.
Obviously The Shunpike is already working with Live Girls so i don't know what more we can do , but yes i am a theater geek and a nerd. I love that stuff !
Thanks Jim !