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
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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
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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 Participation
playwright
lead performer
director
theater manager
Profit Participation
playwright
director
lead performer
other 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
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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
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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?