Luck O’ The Broadway: How To Make Your Own Advertising Luck By Creating The Perfect Storm
When it comes to advertising, do you feel lucky?
If you want to sell tickets to your Broadway show, you’ll need more than just an amazing production (although that is a crucial piece of the puzzle). Along with a fab show, you have to have a strategically-crafted, uniquely creative advertising and marketing plan.
A successful Broadway advertising campaign happens when the right messaging finds the right audience at the right time through the right media. When these four components align, it can feel like a real stroke of luck.
But you can’t just cobble together a media plan and then sit back and hope for the best. In advertising, you have to make your own luck.
The only way you’re going to find your double rainbow is by orchestrating The Perfect Storm.
The Perfect Storm is that magical moment when everything comes together. It is when all aspects of your advertising and marketing are working together to create a memorable moment that will catch the attention of your consumer in a meaningful way.
Here are four tips to help you set the stage for The Perfect Storm:
>>Know Who You Are
Before you fully understand your target market, you first need to know who you are as a brand. Develop a clear understanding of your mission, your goals, and your key benefits. From there, you can begin to discover the primary audience that your brand will speak to. Turn all of this into a positioning statement that defines your message.
>>Find Your People
Remember: no matter how amazing your show is, not everyone is your target market. Narrow down your initial target markets to 1-3 groups of people and then let the buzz grow from there. These initial groups should include your low-hanging fruit (people you know are going to buy tickets because, well, that’s what they do) and people who will directly connect to your show. For example, Oh, Hello on Broadway appealed to Broadway lovers who always see every show, while also speaking directly to young millennials who watched Comedy Central.
Once you know who you are talking to, utilize data to discover where those people get their information (What sites do they visit? What magazines do they read? What social channels do they use?) and what matters to them (Are there any big moments that they will already be paying attention to?).
>>Plan Your Moment
Is there a national moment that your target consumer will naturally be paying attention to? If so, use it to your advantage by focusing your advertising efforts around it. And remember to think 360: each type of advertising you use should support one another with the same messaging and branding.
Don’t forget the press! Partner with your press team as much as possible. To create a storm, you’ll need to get all of your assets working together.
Ok, so maybe there is a tiny bit of luck involved. After all, your ticket buyers have to see your ads and be willing to buy, but in our experience when you develop a strategic plan that lines up with your consumers’ interests and chosen platforms, that’s all the luck you’ll need.
Just keep in mind: if things don’t work exactly as planned, adjust. If you’re flexible to respond to the behavior of the consumer, you are sure to find a path to the pot of gold.