Marketing and the Naked Theatre
What follows below is some random musing I've been doing on the Naked Theatre as it pertains to marketing. I'm still very much in the formative stages on this - I can and will change my mind depending on what information comes my way. Your thoughts and comments are welcomed.
The Naked Theatre is not about being all things to all people. Rather, it might be considered to be one thing to all people who want that one thing, or more accurately (and profitably), many things to many people who want many things. In promoting the Naked theatre we have to seek out the groups of people who want what we have to offer, not just the “regulars” who come to every show. By the same token, we can’t be relying on “mass advertising” efforts to get our shows out. Take a look at the Middle Ages. By promoting to our “niche” audience (the local and tourist crowd in Belwood) we were able to reach an audience that might not read the Wellington Advertiser or Google our website or blog. It would have been better, though, in addition to that marketing (and yes, we could have done it sooner and better and more comprehensively) to actively seek out the people and individuals who would come to that show and make definitive overtures to them (with comprehensive means in place to ensure a smooth patron experience, of course). To take the concept one step further would be to seek out shows that have such specific audiences in mind, and then create shows exclusively for that audience.
But doesn't this runs counter to the inclusivity of The Naked Theatre? Perhaps here is the goal: to define the specific benefits of a given show to a given audience. To continue with The Middle Ages, as an example, here’s what we could have done to market this show:
1. A postering and online campaign in Belwood and its environs to attract the local crowd.
2. An invitation to The Belwood Church congregation – come to the show, give me a Christian response to it for my book (this would take some careful framing).
3. Organize a “Shuttle Bus” from Maple Leaf Acres (get someone on that end to set it all up). Same for Pine Meadows and Highland Pines, to break down transportation barriers for elder patrons.
I’m not saying it would work, I’m just supposing that it’s a start for the moment.
The Naked Theatre is not about being all things to all people. Rather, it might be considered to be one thing to all people who want that one thing, or more accurately (and profitably), many things to many people who want many things. In promoting the Naked theatre we have to seek out the groups of people who want what we have to offer, not just the “regulars” who come to every show. By the same token, we can’t be relying on “mass advertising” efforts to get our shows out. Take a look at the Middle Ages. By promoting to our “niche” audience (the local and tourist crowd in Belwood) we were able to reach an audience that might not read the Wellington Advertiser or Google our website or blog. It would have been better, though, in addition to that marketing (and yes, we could have done it sooner and better and more comprehensively) to actively seek out the people and individuals who would come to that show and make definitive overtures to them (with comprehensive means in place to ensure a smooth patron experience, of course). To take the concept one step further would be to seek out shows that have such specific audiences in mind, and then create shows exclusively for that audience.
But doesn't this runs counter to the inclusivity of The Naked Theatre? Perhaps here is the goal: to define the specific benefits of a given show to a given audience. To continue with The Middle Ages, as an example, here’s what we could have done to market this show:
1. A postering and online campaign in Belwood and its environs to attract the local crowd.
2. An invitation to The Belwood Church congregation – come to the show, give me a Christian response to it for my book (this would take some careful framing).
3. Organize a “Shuttle Bus” from Maple Leaf Acres (get someone on that end to set it all up). Same for Pine Meadows and Highland Pines, to break down transportation barriers for elder patrons.
I’m not saying it would work, I’m just supposing that it’s a start for the moment.
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