Live Performances and Events Chapter 11. Touring Productions Revenue-generator for low-profit shows Selling off - secure dates with local promoters Four.

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Presentation transcript:

Live Performances and Events Chapter 11

Touring Productions Revenue-generator for low-profit shows Selling off - secure dates with local promoters Four walling - rent theater and produce independently Presenters who bring in road shows pay high upfront fees to original producer

Promoting Stage Performances Advertising - logo recognition –Review ads –Quote ads Promotion - pre-opening publicity Direct mail - subscriber list, zip codes

Avenue Q

Promotion Plan Press Group sales Subscription or sponsor campaign On-sale period Promotions with sponsors, opening night galas Advertising with sustained media schedule

Presents Deals Media companies align themselves with chosen theatrical productions in: Broadcast or Internet contests Run of show tickets for radio contests Media logo ID on playbill

Publicity Tricks Media events with local auditions and local casting Contests and giveaways on cereal boxes Trivia contests to generate entries and awareness TV promotions National auditions on live TV

Audience Development Internet pricing Student subscriptions Pay-what-you-can pricing Rush seating Lottery seating in front rows Mini-subscriptions and special packaging

Database Marketing House and external lists are used to: Identify loyal patrons Develop new audiences Deliver promotional messages Develop new programs from audience preferences

Licensing Theater Generate extra revenue Wicked as a cultural phenomenon –Music CD –Movie version –Coffee-table book –Product tie-ins

Audience Economics Gross ParticipationProfit Participationplaywright lead performerdirector directorlead performer theater managerother performers, manager, producer investors

Marketing Ballet and Modern Dance Educational outreach Three major ballet companies in the United States Four major opera companies in the United States Metropolitan opera took advertising to the streets and subways using non-traditional venues and promotions

Dead Man Walking: The Opera

Classical music Innovation being used to offset declining audiences: CD generation Educational tie-ins Thematic crossovers Outdoor venues Visual stimulation

Music Business Promotion Personnel Promoter - books acts Artist’s personal manager - selects tours Agent - works with manager on tour route planning Road manager - handles tour details On-sale phase - print ads, radio, merchandise give-aways, retail exposure, joint promotions

Music Business

Band and Artist Promotion National radio Tip sheets, trade papers Internet downloads Blogs File sharing Performance planning Message development

Music Blogs

Public Relations Event marketing Detailed planning yields high visibility as: –corporate identification –client entertainment –brand awareness –media coverage

Communications Strategy Buyer readiness levels Awareness Knowledge Liking Preference Conviction Purchase

AIDA Model Attention - grab audience with visuals Interest - draw them in with good copy Desire - create desire with promotions Action - ask for the order; establish time limit

Internet, Editorial, Reviews Web sites with seating, ticket purchase, podcast performance clips Detailed press kits to stimulate editorial from columnists Advanced tickets for reviewers

Promotional Balance

Questions 1.Discuss the similarities and differences of marketing the five types of concerts. 2.Explain the types of funding appropriate for marketing and promoting a concert or live performances by a nonprofit organization. 3.How would you use PR to enhance the marketing for a circus? What role would the celebrity clown play, if any?