The two big Os in marketing.
My two favorite forms of media to buy in today’s theatrical market are . . .
The problem with that second O, is that it’s expensiv-o in the heart of the city, where all those potential theatergoers swarm. Seems a bit unfair that we have to pay the same price for those big billboards as Tide or Levi’s, which are available to the purchaser all over the world, as o-pposed to Broadway, which is available . . . well . . . only on Broadway.
That’s why I couldn’t help but wonder why more of us don’t try to make deals on available outdoor opportunities like the one in this picture.
What about approaching the real estate companies and asking for signage in unrented storefronts? They’re sitting there, making no money for someone . . . why not give them some earning potential in the meantime?
Or what about mural billboards on available brick walls?
Or instead of leaving the signage of closed shows up on theater marquees, putting signage up for other shows in the same theater chain?
The best Producers I know don’t just buy whatever their agency or media company is selling. The best Producers I know look for something that people haven’t thought of yet.
The best Producers I know look for the third “O” of marketing . . . new Opportunities.
Go where others haven’t gone before. Consider yourself an explorer, like Magellan or Ponce de Leon.
Because when you do discover some New World of Media, or new anything for that matter, it’ll feel . . . well . . . (cough, cough) . . . O-tastic.
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Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.