Part of the tradition at my day job is that first rehearsal a big deal. It's a semi-public event where the director and designers all talk about their vision for the art.
It is one of my favorite moments of the artistic process. It's pure potential. The room has a spirit of optimism and excitement that still gets to me no matter how many times I have seen it. As I watch it all unfold I always get this thought:
"If I could get the public to feel the energy in the room, they would see the art."
If I could make you feel the excitement of the director, the nervous energy of the performer or the creative process of the designer then getting you to see the show would be a no-brainer. That energy would drive you to the space.
One of the highest purposes marketing can serve is finding a way to get that emotion from the artistic space into the potential audience space.
The ways to do this can vary, of course. For some it may be social media, for others video, for most a combination of a lot of things. But it's important to remember the point of all this . . . the point of marketing.
The point to is to make people feel something.
Most purchases are, at the core, an emotional transaction. No feeling, no transaction.
It's very easy to forget this. It's very easy to see marketing as a process of transfering information. It's easy to think that if you just give people the information they will come.
But there is a large gap between knowing things and doing things. There is a large gap being knowing about the concert on Friday and going to it.
That gap is all about emotion.
How would your marketing change if the central thought behind all of it was, "how do I want my audience to feel?"