Antonio Miniño, Marketing Director - MTWorks

Recently, Katie Rosin of Kampfire PR suggested that Antonio Miniño, Marketing Director of Maieutic Theatre Works a.k.a. MTWorks, and I should interview each other about marketing. And so, we did. You can read my answers here.

What I love about Antonio and MTWorks is that they are focused on bringing new plays to life but there’s a catch, they can’t be set in New York. In fact, they take particular interest in plays that are not set in the Northeast. How’s that for specificity?

Here’s what Antonio had to say…

HOW DID YOU GET INVOLVED WITH MARKETING THEATER?

My love and ease for marketing came from studying advertising in college. Right after I transferred to a theater major I was co-hosting an award winning television show that focused on fashion (Fashion TV), I enveloped myself in the different aspects of the show including producing, art direction and marketing. That was my true learning platform. Once I co-founded MTWorks in 2006 I immediately took on the task of Marketing Director as my main contribution to our non-profit. Along the way I’ve had many wonderful mentors including Maria Isabel Tejeda and Adolfo Lucero from Altos de Chavon/Parsons School of Design, and Joel Butler from whom I learned all I know about graphic design, composition and photography. Bridget deSocio of SocioX and Paper Magazine was also a huge influence in my passion for marketing. Specific to theater marketing I would have to say one of my biggest teachers has been Katie Rosin from Kampfire PR, and also learning from my own mistakes and that of others.

WHAT IS YOUR BIGGEST CHALLENGE WHEN IT COMES TO MARKETING A PARTICULAR SHOW?

Biggest challenge is always money, yet it is also a creative challenge. Small budgets force us to think outside of the box and find hands on ways to promote and get the message across. Although I would kill to place some ads for my shows in the main publications and locations the city has to offer.

IF YOU HAD TO CHOOSE ONLY ONE MARKETING RESOURCE WHAT WOULD IT BE?

That’s a tough one. Just like it takes a village to put on a show, it takes multiple resources to promote a show. If we are talking about MTWorks, we have very loyal theatregoers and donors. The best way to get a hold of them is through email or snail-mail. I’d have to choose resources like Constant Contact, Mailchimp or Patronmail.

WHAT’S YOUR FAVORITE THING ABOUT WORKING WITH THEATERS?

I am first and foremost an artist and a performer, as such I have a visceral need to convey a message. Each group of artists that get together to put on a show create a unique special kind of magic that is never the same from one show to another. I am happy wherever there is creativity bubbling and what better place than a theater.

I also have a fantastic marketing committee over at MTWorks and I sometimes leave our brainstorming sessions with goosebumps. The things we can create when we are in tune and collaborating are limitless. Our graphic designer Lindsay Moore just gets me. I swear she’s psychic.

Now if you were to ask me what I loath about theater is fundraising. I have an immense respect towards grant writers and development directors. I know not how they do it.

WHAT ARE YOU WORKING ON NOW? TELL US ABOUT IT.

Currently at MTWorks we are kicking off our “Season of Fight”. The first show is COSTA REHAB by playwright Rich Rubin, a powerful comedy that centers around three disabled Iraq war veterans in an army rehab center and the nurses that care for them. It is not a play about war, but a play about healing, which is why I am drawn to it and have fantastical dreams of packed houses. The play is bursting with hope and I think that is exactly what we are in desperate need of – bucket loads of hope. Remember what I said earlier about magic? we always knew this play was poignant, important, needed. When President Barack Obama recently announced the troops were coming home before the end of the year, we understood why the Universe guided us to this play. We open November 3rd and play through the 19th at the WorkShop Theater (312 West 36th Street, 4th Floor)

As an actor I’m performing in a 1940s radio edition of It’s A Wonderful Life directed by Broadway’s Steve Hauck (Irena’s Vow) on December 6th at 7pm at Manhattan Theatre Source (177 MacDougal Street, Manhattan). I’m also performing in The Stranger to Kindness reprising the role that garnered me a best actor nomination at Planet Connections Theatre Festivity, this time as part of FRIGID New York in February, 2012. You will also probably catch me singing in a couple of benefit events this Holiday season.

I’m also writing a one-act play MONA, inspired by the thousands of men and women who venture the dangerous Caribbeann Sea in search of the utopian American Dream. Hope to have a public reading of it in the Spring either in New York or Vermont. I’ll keep you posted.

ANYTHING ELSE YOU’D LIKE TO ADD?

Can I be a total groupie and tell you how much I love Astoria Performing Arts Center? I think Tom Wojtunik is one of the greatest creators of our time. I also wouldn’t be a good marketer if I didn’t mention MTWorks’ website www.MTWorks.org and my own www.AntonioMinino.com

I would also love to extend an exclusive offer to the APAC family – a 50% discount to any of the COSTA REHAB performances. Just email me at info@mtworks.org for details.

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You see those sign-up forms for email newsletters everywhere.

You also see lots of articles on how to make your newsletter enticing. But it never actually occurred to you that you need an email newsletter. Why? Because personally you don’t like them at all.

After all there are plenty o’ ways to keep in touch already. So why, oh, why would you want to bother with an email newsletter?

Is an email newsletter really about offering people a choice and avoiding overlap?

Well sure, that’s one way to think about it. But that’s also probably the reason you don’t like email newsletters. They’re not giving you anything other than a different method of delivery for the same information available to everyone. Having different ways to sign up for your blog content isn’t exactly the same as having a stand alone newsletter.

Sure it’s a great option for people who don’t know how to use rss or don’t spend much time on Twitter or Facebook. But if you want to see real benefit from an email newsletter you should be thinking about offering something more – something special.

A subscriber to your email newsletter is someone special

I’ve touched on this a bit before in an interview with Freelance Publicist Rebecca Coleman. When someone takes that step to subscribe they’re saying “I’d like to get to know you better.” They’ve invited you into their inbox. You don’t want to abuse that relationship by immediately going on a promotion spree.

What should you do with an email newsletter instead?

Create stuff subscribers aren’t going to get someplace else. I also like to give an ‘insider’ feel to it as well. What this stuff is depends entirely on your specific topic. But a great rule of thumb is to create stuff people find interesting, useful or otherwise entertaining. Stuff that could stand on its own even if you had nothing to promote. It’s easy to burn out subscribers if you’re only sending them ads to buy stuff.

Over the long term you’re building a stronger connection

As this connection grows so does the likelihood of your subscribers connecting with your work. And the benefits of this connection can come in many forms, namely collaborations, new opportunities and customers.

There’s another advantage to an email newsletter

You’re not at the mercy of the fleeting nature of social media. Tweets flow past the stream. Facebook has algorithms to determine who sees what. With an email newsletter you’re in control. You decide when to send a message, how often send and it goes straight to the source.

Still unsure? Here’s another thing to remember

Your needs and preferences aren’t always the same as that of your audience. So don’t write-off something that could help you just because you wouldn’t subscribe to one. You’d be surprised how many people do!

So to recap, here’s why I find an email newsletter beneficial

• Subscribers have actively made a decision to give you permission to contact them which means they’re more interested in what you’re offering.
• You’re able to build stronger relationships and people do business with or help people they know, like and trust.
• You’re in control of when the message goes out and you’re going straight to the source.

What are your thoughts on having an email newsletter? Do you use them? Which do you like and why? Share your thoughts in the comments.

Photo: FontShop

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Starting a blog can feel a lot like those old western films.

Tumbleweed blows by what looks like deserted posts.

Where is everybody? Anyone?

Unfortunately, build it and they will come does not pertain to a blog. Regardless of what some people would have you believe.

The truth is a blog is hard work. And building a community around it even harder.

So what do you to get some response?

Today’s topic: How to Build a Responsive Community With Your Blog

Frank Dickinson

We’ll be covering three key areas:

1. Using and authentic voice
2. Finding the right blog topics
3. How to get a better response with your blog posts

Today we welcome blogger and writer, Frank Dickinson. You should follow Frank on Twitter here.

Listen. Comment. Share.

Want to take this podcast with you? Now you can open New Media Conversations with Dave Charest in iTunes on your computer. // Click here to open on your iPhone.

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If a tree falls in the woods and there’s no one there to hear it, does it make a sound?

If an artist creates art and there’s no one to see it, does it exist?

Sure the art exists for the artist, but it’s the audience that really helps bring the work to life. And without an audience how can an artist ever create a sustainable lifestyle?

So where does one begin to develop this audience?

Today’s topic is: Audience Development for Indie Artists

Shoshana Fanizza

We’ll be covering three key areas:

1. What is audience development?
2. The 4 C’s of audience development
3. How to get started with audience development

We’ll be chatting with the founder of Audience Development Specialists, Shoshana Fanizza (pronounced like “pizza”). You should follow her on Twitter here.

Listen. Comment. Share.

Special offer for Wicked Smaht readers/listeners

Shoshana recently released a new ebook, The How of Audience Development for the Arts: Learn the Basics, Create Your Plan. You can get 30% off by using the special discount code: SHELFSTOCK305

Purchase the ebook here. Sale ends January 31st, 2012.

Want to take this podcast with you? Now you can open New Media Conversations with Dave Charest in iTunes on your computer. // Click here to open on your iPhone.

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Have you heard the story about the Hollywood producers who raised over $37,000 on Kickstarter after just 5 days and 5 hours?

As you might imagine there are a lot of factors that go into running a successful campaign. Perhaps the most critical is the ability to connect with your audience on an emotional level. This applies to ANY type of campaign you may be running.

When Joke and Biagio announced their Dying to Do Letterman project, I knew it’d be one to watch. You should definitely check it out. They do lots of things really well.

Thankfully, our trusty producers, Joke and Biagio, also wrote a post that you absolutely, positively must read before you begin your next project: How to Build an Emotional Connection with Your Audience.

Read it. Apply it. You’ll be glad you did.

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Confession time.

When I’m acting and about to get onstage I feel a bit sick to my stomach. I also have this recurring thought that I’m going to forget all of my lines.

Whenever I write a new song I’m worried no one will like it.

If I’m consulting with a client I’m afraid my advice isn’t going to work.

Even though none of these things ever come true. The fear comes back every single time.

Are these fears warranted? Who knows. But the truth is if I let them control me I’d never get anywhere.

So what’s the secret to squashing those fears so you can move forward?

In today’s episode of New Media Conversations we’re going to discuss:

How to squash your fears and advance your artistic career

Kesha Bruce

We’ll be covering three key areas:

1. Why fear is holding you back
2. The secret to squashing your fears
3. How to make your actions worthwhile

And our guest is Kesha Bruce. Kesha is an artist and the Director of Baang and Burne Contemporary in NYC. You should follow her on Twitter here.

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Want to take this podcast with you? Now you can open New Media Conversations with Dave Charest in iTunes on your computer. // Click here to open on your iPhone.

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Just a quick post to let you know about a new course I’m teaching over on my Fuzzbucket training site. Hooray!

What’s the course?

It’s called Do Better Online – The Starter Guide to Online Marketing Success. I’m designing it specifically for people who don’t have time for a full-blown course. So it’ll be short but powerful lessons that allow you to learn a concept and then put it to use right away so you can start to um…do better online. Cool right?

Who’s it for?

This course is for you if you’re just starting online or have been online for a while and not getting the results you’d like.

“So what, Dave?”

Well, this course shows you how to do better online by using proven principles of content marketing and copywriting. You’ll learn how to promote yourself and your work in a way that you’re comfortable with (without feeling like a sleazy used car salesman.) Bleh!

So if you’re ready to start learning how to write titles that grab people by the eyeballs, how to promote yourself on social media without being a sleaze bag and how to write blog posts that people read by accident, get in there.

Click the link below for the full details:

http://davecharest.com/do-better-online

Hope to see you on the course!

Best,

P.S. I’ll be closing the doors on Tuesday, July 19th at 12PM EST. So go check it out now so you don’t miss out.

What’s the deal with all that fear? Why is it so good at holding you back?

Here’s the thing though. You are not alone. We all have it. But how do we move past it?

Watch today’s Walks With Dave for more:

If you can’t see the video below, click here.

What ways do you combat fear? Tell us in the comments.

People always ask how I shoot these videos. I use the iPhone 4 with an xshot iPhone 4 Case and the Pocket xshot to hold the camera.

Waiting for The Edge to get off the phone

A little story for you…

If you’ve been following along at home you already know that my wife and I are huge fans of irish rock band U2.

Not too long ago my wife and I happened to cross paths with the band’s guitarist, The Edge.

Well, not one to miss an opportunity I had to introduce myself and my wife to say ‘thank you’ for all the years of great music and inspiration he and his mates had given to us.

Here’s what stood in my mind about the whole encounter…

Even though The Edge was with people he turned away from them, came over to us and was completely engaged in conversation with us.

It’s completely possible things could have went the other direction and he just politely dismissed us. But it’s really something to have a moment like that be truly satisfying.

We left feeling really great about him and about ourselves. And it was all due to those few short minutes of engagement. It really got me thinking.

As the more and more people spend more and more time in the online world these brief moments of engagement can also have powerful and lasting impact.

And so our topic for today is: Social Media and the Art of Audience Engagement

Kate Foy

We’ll be covering 3 keys areas today:

1. Social Media and the performing arts
2. Engaging audiences with Social media
3. Exploring the world of online performance

And our guest is Kate Foy. Kate is a freelance actor, voice and dialect coach. And since 2001 she has also been conducting e-learning research. You should follow her on Twitter here. And you may also find interest in the ActorsGreenRoom.net

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Here’s the link Kate mentions in the podcast: Connecting:// arts audiences online.

Want to take this podcast with you? Now you can open New Media Conversations with Dave Charest in iTunes on your computer. // Click here to open on your iPhone.

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Today’s episode of New Media Conversations may make you hungry.

In fact, I’d suggest you grab a handful of your favorite gourmet cookies as you listen in on today’s conversation.

Why gourmet cookies? Well, it’s simple really.

Just about anyone can walk into the supermarket and grab a batch of ready made cookie dough. But there’s something special about those gourmet cookies isn’t there?

Sure, they may start with the same basic ingredients but then our gourmet baker comes along and does something to them that makes them truly unique and delicious.

And it’s that special something that makes people take notice.

Today we’re going to discuss what it takes to make your marketing as an artist unique and delicious. Just like your favorite gourmet cookies.

Today’s topic is: How to Ditch the Cookie Cutter and Market Like a Gourmet Artist

Stacey Cornelius

We’ll be covering three key areas in today’s conversation:

1. Why all marketing should never taste the same
2. What ingredients all artists must start with
3. How to make your arts marketing unique and delicious

My guest for today’s podcast is the lovely Stacey Cornelius. Stacey is the beauty and brains behind the TheStudioSource.com where she provides creative marketing advice for creatives.

Listen. Comment. Share.

Want to take this podcast with you? Now you can open New Media Conversations with Dave Charest in iTunes on your computer. // Click here to open on your iPhone.

If you like this post please share it and subscribe to the RSS feed or subscribe by email. Thanks!