Dennis Baker asks, why can’t a theater hire someone to fill a staff position and an acting role? Which seems like a great idea. But even when this isn’t possible, simply having a better understanding between marketing and the artist can make a world of difference.
I remember watching an episode of Theater Talk with director Terry Kinney and actor Thomas Sadoski of REASONS TO BE PRETTY. The topic of the marketing campaign for the show came up and they both looked pretty disgusted.
It seems the angle the marketers took had nothing to do with the play they were creating.
This presents a problem. It puts the artists and marketing at odds.
This is why it’s especially important for marketers to work with the artists to understand their vision of the work as it develops. The way I look at it, it’s the marketers job to translate this vision on a marketing level to the audience. The marketing should enhance, not detract from the meaning of the artist’s work.
It’s often a misunderstanding
I find this disconnect between the two usually happens because they don’t understand the process each is going through. Which you may find surprising, is pretty similar. Both are trying tell a story. One is focused on building anticipation and curiosity for the story. And the other actually telling the story.
This is why it’s especially important to understand both roles
When I work with clients I consider myself a liaison between the audience and the rest of the organization. My job, or the job of the person I’ve trained, is to find out what interests the existing audience. Then get that information to them within the frame the artists have created.
We’ve seen greater involvement from the subscriber base by engaging them more this way.
Don’t get in each other’s way
Work together to understand each other and the message of the work. Then you can promote it in a way that doesn’t have you at odds.
What do you find when it comes to marketing your show?
Oh my goodness, this is right up my alley.
I currently work at the Commonweal Theatre Company in Lanesboro. We’re a professional non-profit that has been creating theatre for 22 seasons in a town of 780.
One of the most unique aspects of the Commonweal is its artist/administrator model.
My job is three-fold:
–I act (currently playing Schmendiman in Picasso at the Lapin Agile.
–I work at the box office
–I serve as marketing assistant (working closely with media and social media)
Marketing and doing art is my livelihood right now and it’s fascinating. Everyone at the theatre has artistic and administrative duties and it’s been serving us well in the past years.
I could write more, but I think this is a longer conversation. Mostly, I just wanted to drop by, say “hi,” and let others know that this model is working for a professional theatre company.
Thanks for sharing Tim. I hope you’ll share more about what’s working for you at Commonweal. Glad to hear it’s going well.