As an art marketer, I'm paid to be objective.
Selling anything well requires a bit of detachment . . . a little bit of distance.
Without that distance, I could easily become a fanboy, incapable of understanding why anyone wouldn't want the superior artistic experience I'm offering them.
That's one of the problems we have in the arts, too many fanboys/girls.
Too many people unable to step back a bit and see things from any perspective other then their own.
It causes us to make decisions that, in hindsight, make very little sense.
Like I said, it's a problem . . . but it's also human nature. It happens to all of us. The closer you are to a situation and the more confident you are about your abilities in a particular situation, the harder it is to be objective.
So I had to develop some tools to help me be a more objective marketer. I'll share one with you: I call it a Pro/Con sheet.
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Before I lay out a marketing plan for a show, I lay out all the reasons someone may go see it (pro), or avoid it like the plague (con).
Here's an abridged version of a pro/con sheet I made for an upcoming production of Ma Rainey's Black Bottom by August Wilson
Pros:
1. Positive reputation for Wilson work - Our previous August Wilson productions were well received and made some money. That's a good sign.
2. Season Slot - The show is opening in the September/October slot. Historically that's a popular slot.
Cons:
1. Strong Direct Competition - September is the beginning of the "arts season" in Chicago. Every theatre, every dance company, is coming to be looking for a piece of the pie. A consumer is going to have a lot of choices and ours could get lost in the shuffle.
2. Less "Popular" August Wilson Title - Ma Rainey is rarely performed so the title may not have the same "buzz" as the playwrights more familiar work.
3. The economy - Even Joe Biden admitted things were worst then his administration expected. People may be extremely cautious about how they spend their money.
Again, that's the abridged version. The real version had a few more pros and cons.
I find that doing this exercise always helps me see the art I'm marketing as it really is . . . not like I wish it was. It forces me to be honest with myself about what obstacles an artistic event has.
That honesty is the key to objectivity.
Give it a try for the work you are doing. I hope it helps.
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