I had a ton of fun in on February 8th at the CTI (Commercial Theatre Institute) Marketing Conference. It was the first time I’d done a keynote on a stage with a full set … when I turned in one direction I was in a library, and when I turned in the other I was on a stage. I loved it — my only challenge is that I couldn’t find a plug in which to charge my iPhone… @Lulubellestiles @HandtoGodBway #fullmoon or #idiot
It was really interesting to take the marketing principles I practice every day at Microsoft for our $35B U.S. B2B business and apply them to the Broadway theatrical business. Surprisingly, it wasn’t that hard — marketing is marketing, no matter what you’re selling!
I have a second advantage, which is that I’ve actually spent a lot of time marketing on Broadway. Not everyone knows that I’m a co-founder of Audience Rewards (with Susan Lee) which is the official loyalty program of Broadway. More recently, I’ve been leading the marketing parade on Chick Flick the Musical, which will be one of this coming season’s off-Broadway sensations. And for fun, I consult with a number of shows on how to use modern marketing to increase ticket sales — I share an actual case study from a show in Vegas at the end of this CTI keynote. If you’re into theatre, it’s a very cool story — we produced 1,938 ad variations with 5 form factor differences adding up to 9,690 total ad variations. The results were outstanding — +49% growth in people reached; +72% increase in brand engagement; and +20% revenue growth overall:
#nosilos #social #marketing #cxc
I do not have any financial interest in any of the products or publications profiled on this site (except when I’m talking about my employer, who pays me a salary). In fact, if you look closely you’ll notice I’m not running any ads; not dropping any pixels; not putting affiliate code in any links; and I’m NOT cookie-ing visitors to the site (you’ll never get re-targeted after visiting copernicanshift.com). In fact, this blog is entirely non-commercial, and exists for the sole purpose of marketing education and my own twisted sense of amusement and fun. I don’t even track the number of visitors to the site – I have no idea of the scope or geography of readership. I write these posts because I love these topics, and the act of converting these thoughts into keystrokes helps me to tighten my own marketing theories and to memorialize those thoughts for my own future access. That’s it. Enjoy.