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The Sold Out Run Podcast: Theatre Marketing / Promotions Cover
The Sold Out Run Podcast: Theatre Marketing / Promotions Profile

The Sold Out Run Podcast: Theatre Marketing / Promotions

English, Finance, 1 season, 73 episodes, 1 day, 13 hours, 38 minutes
About
Clay Mabbitt talks to theatre and marketing specialists about the challenges they’ve encountered in theatre marketing and the most effective approaches they’ve found to promote their stage productions as well as shares his insights on the state of arts marketing, specifically the promotion of live theatre.
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SOR 73: Janice Hibbard Discovers What Works To Market Her Show From the Ground Up

If you ever feel like arts marketing is something that only an expert can tackle, this episode is for you. I’ll be the first to admit there are very smart people who have a thorough understanding of how to build an audience. A few of them like Alli Houseworth and... Read More »
9/16/201551 minutes, 59 seconds
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SOR 72: Promoting In a Fringe Festival As an Out-Of-Towner

The Indy Fringe Festival starts up this week. There are a lot of shows that I’ve been hearing about for weeks now, and some of them really have me chomping at the bit to see them. The kicker here for someone in Tim’s position, though, is: all of the shows... Read More »
8/11/201511 minutes, 56 seconds
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SOR 71: Shara Ashley Zeiger Shares the Secrets to Selling Out Her Extended Off-Broadway Run

It feels very appropriate to have Shara Ashley Zeiger as my guest on the Sold Out Run podcast because in this episode we talk about her recent… sold out run. In fact it was an extended run that sold out, and she was kind enough to share a little about... Read More »
5/20/201537 minutes, 15 seconds
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SOR 70: How Ken Davenport Tests and Why This Broadway Producer Is Jealous of Regional Theatres

A few weeks ago, I got a notice through Twitter that someone mentioned me in a tweet. That’s not at all unusual, that happens fairly regularly. But what was unusual was that I was mentioned by Ken Davenport. I’m guessing many of you listening recognize that name, but in case you... Read More »
5/13/201533 minutes, 55 seconds
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SOR 69: Why William Rader Got Into the Online Ticket Space and What You Can Get Out Of It

You’re probably already familiar with some of the major players in the online ticket space. Vendini. Brown Paper Tickets. My guest today is William Rader, and none of the available ticket services were doing exactly what he wanted them to do. So he got to work creating one that did.... Read More »
4/28/201538 minutes, 37 seconds
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SOR 68: Thom Britton Talks About Failing To Plan For Success

Thom Britton reached out to me recently to talk about a problem that is usually overlooked here at Sold Out Run. Almost everything I create here is about growing your audience larger and larger. The assumption is that we always want more people. Well, after many years of dedication Thom... Read More »
4/16/201550 minutes, 43 seconds
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SOR 67: Arts Journalists Tell You How To Send Them Press Releases

A few weeks back I wrote a post on the blog about exactly when I send press releases to media outlets, and what I say when I’m reaching out to them. Almost immediately after I hit publish on that post, I started wondering how actual arts journalists would grade this... Read More »
4/3/201521 minutes, 31 seconds
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SOR 66: Krista Layfield Manages a Theatre That Exists Exclusively Inside a Parent Organization

I had the pleasure a little over a year ago of appearing in a show at the Lilly Theatre here in Indianapolis, which is a theatre that is contained within The Children’s Museum – a very large, well-respected… children’s museum… here in Indianapolis. It was a great experience for me... Read More »
3/10/201531 minutes, 18 seconds
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SOR 65: What Show Sponsors Get and How Much Money That’s Worth

This episode I want to talk about a question that was sent in by a listener. (Thanks, Jaco!) He asks about what to offer… he calls them investors, I use the word sponsors a lot… but these people that give you some money for the purposes of putting on a... Read More »
2/25/201526 minutes, 52 seconds
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SOR 64: Excerpts From the Big List of Theatre Marketing Tactics

If you’re new to Sold Out Run, I make a marketing calendar available to download for free on the website. It’s a spreadsheet that lets you plan out when all the marketing activity for a show needs to be done. You can see how all the pieces fit together in... Read More »
2/10/201516 minutes, 59 seconds
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SOR 63: Kelly Gualdoni Talks About What Theatres Can Learn About Marketing From the Corporate Marketing World

Kelly and I come from the same school of thought in marketing: tell a story. And that’s not the only lesson she brings from her corporate marketing experience into the world of promoting theatre. In this episode: what theatres could be learning from “corporate” marketing – it involves knowing who you’re audience is and... Read More »
12/18/201438 minutes, 8 seconds
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SOR 62: How To Promote Subscriptions and Keep Current Subscribers

Season subscriptions are great for you, but are they great for your audience? The key to gaining and keeping subscribers is to make sure you provide them with something they feel is well worth their financial investment. Notice I didn’t say you need to provide them with something you feel... Read More »
10/21/201418 minutes, 50 seconds
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SOR 61: Joni Lambert Customizes My Marketing Calendar Template to Fit Her Show and Gets Press Coverage

Joni Lambert is not a marketing expert. She’s an artist who wanted to promote her show. With a little online searching she stumbled upon Sold Out Run, and that led her to completely sell out her show more than a week before she opened. I wanted to know how she... Read More »
10/2/201424 minutes, 8 seconds
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SOR 60: Curtis Shepard On His Experience Finding an Audience As a Stranger In Town

A mutual friend introduced me to Curtis Shepard, and I’m very glad she did. Fringe festivals area a hectic time, and without that introduction I might not have made it out to see Curtis’s show Unmasked. (That’s marketing lesson #1.) Curtis is a thoughful, articulate guy who doesn’t have a... Read More »
9/3/201433 minutes, 36 seconds
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SOR 59: Bob Harbin On Casting Your Production Team and Picking Up the Phone To Find an Audience

In just a handful of years Bob has earned a reputation for consistently putting on quality productions, and the crowds that his shows draw are a testament to that. I wanted to bring him on and pick his brain about how he approaches finding the audience for each show. In this... Read More »
8/20/201449 minutes, 26 seconds
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SOR 58: Katie Angel On Educating Your Audience On Your Art Form Before You Start Differentiating

I wanted to bring Katie on the show because a lot of people in the general public have misconceptions about what her productions (burlesque) entail. This presents unique marketing challenges, and we dig into how Katie tackles these. Extra bonus this episode: In the comments below I invite you to... Read More »
8/6/201439 minutes, 20 seconds
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SOR 57: What’s the Best Way To Use Flyers?

I have a great listener question in this episode. Joni shares that booking agents she’s worked with swear up and down by using flyers to promote shows. She’s running into legal issues and wants to know what’s the right way to use them. The short answer is I think flyers can be a... Read More »
7/23/201411 minutes, 34 seconds
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SOR 56: Dave Levett Talks About How Even the Smallest Theatre Can Get Meaningful Data About Its Audience

I was spending some time poking around Twitter on the subject of theatre marketing, and I came across Lollipop Marketing. They are an agency out of London with roots in Sydney, and I convinced founder Dave Levett to talk with me about what he’s figured out so far about marketing theatre.... Read More »
7/1/201446 minutes, 28 seconds
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SOR 55: How Detailed Should Your Marketing Calendar Be

I talk a lot at Sold Out Run about the importance of having a marketing calendar for your theatre productions. (At least if you care about people seeing them.) But what goes on it? You can download the template I use and start making changes, but how far do you... Read More »
6/10/201415 minutes, 45 seconds
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SOR 54: Should You Use Discount Services Like Groupon and Goldstar To Move Tickets

Some very successful discount aggregating services have popped up over the last few years, and they offer an interesting outlet to reach a new audience for your shows. As you might imagine there are both pros and cons to working with them, so when you balance all those out are... Read More »
5/20/201416 minutes, 57 seconds
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SOR 53: Why Taking the Time To Brainstorm Your Marketing With Outsiders Is Worth It

I have a production coming up in about 5 months that I’m promoting, and this past weekend was the brainstorming session to start dreaming up ways to market it. I got a lot of fresh ideas and energy from the conversation, largely because I had the chance to bounce around... Read More »
5/13/201431 minutes, 45 seconds
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SOR 52: Dominic D’Andrea On the Insights Gained While Bringing a Festival To a Town (or Twenty) Where You Don’t Know Anyone

If you haven’t heard of the One-Minute Play Festival before, please allow this episode to serve as a humble introduction. My guest is producing artistic director and founder, Dominic D’Andrea, who talks about the value that the festival brings to each local host city as well as the larger community.... Read More »
4/29/201432 minutes, 13 seconds
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SOR 51: Chad Woodward and Claire Wilcher From ComedySportz Talk About Promoting a Show That Never Closes and Fighting To Be Seen As Theatre

One of the challenges in marketing a theatre production is that we’re usually on a limited run. As soon as you start to learn which message and tactics are really connecting with the right audience, it’s time to move on to the next show. ComedySportz is an improv comedy show... Read More »
4/22/201434 minutes
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SOR 50: Raquel Richardson Brings Her Professional Marketing Expertise to the World of Theatre and Talks About Connecting With Individuals

It was an absolute delight to once again share the mic with my long-time podcasting compatriot. Way back in 2012 Raquel Richardson and I were the regular hosts of the now retired Marketing Brainpower podcast. Raquel is one of the sharpest marketing minds I’ve ever met, and in this episode... Read More »
4/15/201438 minutes
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SOR 49: Beth Williams of AUP Talks About What She Took Away From the Open Book Project and Which Tactics She Used to Successfully Promote Her Latest Show

At the end of last year I did a series of blog posts where I chronicled the process of promoting a show at a small professional theatre as it was happening. I called it the Open Book Project, and I went into great detail about my thoughts and conclusions from... Read More »
4/7/201434 minutes, 59 seconds
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SOR 48: The Myth of Market Saturation

Based on the responses I’ve been getting from readers here at Sold Out Run, there are a lot of people who are looking around their community and concluding that there are more theatres than their market can comfortably support. How do you thrive as a theatre company when there just... Read More »
3/31/201422 minutes, 58 seconds
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SOR 47: Promoting Your Show on Facebook – Events vs. Pages

Previously I’ve shared on Sold Out Run how powerful Facebook events are. Although there are still a lot of things that creating an event can offer, it isn’t quite as powerful as it used to be. Status updates on your event used to appear to everyone who had been invited... Read More »
3/17/201429 minutes, 7 seconds
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SOR 46: Georgeanna Smith of NoExit Performance on Capturing the Interest of the Local Press and Building Relationships Within the Arts Community

NoExit Performance is an Indianapolis-base theatre company that has been mentioned by several previous guests of the podcast. The company has experienced some remarkable growth in recent years, largely because they have been so successful communicating their voice to the community. Local arts writers consistently look to NoExit to see... Read More »
3/10/201443 minutes, 35 seconds
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SOR 45: Don’t Lose Ticket Sales To Promotion Fatigue

Ever see a movie trailer so many times that you actually got sick of it? The first few times it seemed interesting, but after too many viewings you wouldn’t have gone to that movie if they paid you. That’s promotion fatigue, and you want to avoid making people feel that... Read More »
3/3/201424 minutes, 55 seconds
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SOR 44: Catherine Cardwell On Group Sales and the Differences Between Marketing an Established Theatre Versus a Young Theatre

In this episode I welcome Catherine Cardwell. I’m excited to bring her on because of the variety of perspectives she has in promoting theatre. By day she handles group sales and season tickets for Indiana Repertory Theatre, and by night she wears a few dozen hats as a cofounder of... Read More »
2/24/201435 minutes, 24 seconds
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SOR 043: the Good, the Bad, and the Ugly of Free Tickets

Giving away free tickets can be a polarizing topic. Most (although not all) theatres would prefer to be selling all of their tickets, but when does it make sense to give away a complimentary ticket? I’m not focusing in this episode on press passes (always good) or providing comps for... Read More »
2/17/201430 minutes, 48 seconds
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SOR 042: Anatomy of a Press Release

A good press release is going to make life as easy as possible for the journalists you are inviting to cover your production. There are some standard practices for the type of information that needs to be included as well as how the release should be formatted. I am not... Read More »
2/10/201425 minutes, 6 seconds
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SOR 041: Kayla Hulen

In this episode I pick the brain of Kayla Hulen, the social media general behind the sold out run of Footlite Musical’s Hedwig and the Angry Inch. Not content with the already sizable time commitment of stage managing, she jumped in and started engaging in the online conversations about the... Read More »
2/3/201434 minutes, 46 seconds
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SOR 040: Promoting a Well-Known Show

Producing a well-established show can make your job as a marketer easier, but it’s not guaranteed. You’re automatically alienating a contingent who believes they’ve already seen everything anyone could do with this show – a group who make up some of the most frequent theatre goers in your community. Some of... Read More »
1/27/201420 minutes, 30 seconds
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SOR 039: How Much Should Marketing Affect Show Selection?

Being able to promote a show (or choosing one that’s so popular it doesn’t require much sophisticated marketing) isn’t the only consideration when selecting a show. There are artistic and logistic concerns, but usually we want an audience to come see our productions. Instead of picking a good show and... Read More »
1/13/201415 minutes, 49 seconds
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SOR 038: Jessica Redden

Jessica Redden is an account executive in the events and entertainment division of Bohlsen Group. Jessica is the type of person you would be working with if you had a significant PR budget for your production, and she was kind enough to answer a few questions about media outreach. From... Read More »
1/6/201422 minutes, 18 seconds
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SOR 037: Thomas Cardwell

In addition to a charming British accent, Tom brings his experience with theatre both in the UK and the states to the podcast. In particular I wanted to bring Tom on as a guest because EclecticPond Theatre Company is bringing Shakespeare to a new, younger audience. That’s a topic that... Read More »
12/30/201353 minutes, 8 seconds
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SOR 036: Goals That Set You Up To Fail

At this time of year, it’s useful to reflect on how things have gone over the last 12 months and what you’d like to change moving forward. Usually this takes the form of setting goals for the coming year. That type of striving to improve can be good, but if... Read More »
12/19/201328 minutes, 54 seconds
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SOR 035: Following Best Practices Could Kill You

I sincerely hope that I’ve said at least one thing on Sold Out Run that you don’t agree with. I’ve shared a lot of strategic and tactical ideas on theatre promotion, and I hope you embrace no more than 90% of what I suggest. If everyone is following the same... Read More »
12/5/201322 minutes, 15 seconds
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SOR 034: How To Get the Theatre Marketing Help You Need When You Need It

Thanks in large part to the Internet there’s more information about theatre marketing out there then you could ever hope to incorporate into you own promotions. So how do you navigate that ocean of data for the bits that are going to help you out with your particular marketing challenges?... Read More »
11/22/201336 minutes, 55 seconds
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SOR 033: How To Wrap Up Your Theatre Marketing Campaign

Over the course of a theatre marketing campaign you develop a lot of material and hopefully a few insights about promoting a show. Don’t let all of that hard work just fade away. If you are intentional about how you wind down this project, you can capture the fruits of... Read More »
11/14/201327 minutes, 7 seconds
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SOR 032: Filling Up Your Audience’s Bucket

Think of your audience’s desire to see your show as an empty bucket. Each time they see your poster, here an ad on the radio, or see a rehearsal photo on Facebook a few more drops go into that bucket. When the bucket is full, they will buy a ticket.... Read More »
11/7/201328 minutes, 23 seconds
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SOR 031: How To Prioritize Your Marketing Activities

Marketing would be easy if you had unlimited time and unlimited money. You could implement every marketing tactic for each of your productions and know that you had literally done everything you could to promote your show. Unfortunately no one in theatre marketing (or any other kind of marketing) has... Read More »
10/31/201331 minutes, 14 seconds
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SOR 030: Repurposing Content

Very popular with traditional businesses – especially online – repurposing content is the practice of taking really great promotions that you’ve created and modifying them to be used again in slightly different ways. You don’t have to start from scratch, but you’re just making some adjustments and edits to tailor... Read More »
10/24/201336 minutes, 41 seconds
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SOR 029: What Presales Mean To Your Marketing

Presales are great for cash flow, but they can also make your life a lot easier as a marketer. Strong presales can be both a powerful marketing tactic and a critical source of information about your audience. In this episode: social proof – how social proof is powerful before your show... Read More »
10/17/201320 minutes, 58 seconds
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SOR 028: What to Measure Besides Ticket Sales

Many theatre companies use ticket sales as their primary (and something only) metric of success. It’s critical as a financial and operational number, but it doesn’t give a very nuanced picture of how you are meeting any objectives you have to create a meaningful relationship with your audience – which... Read More »
10/10/201337 minutes, 33 seconds
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SOR 027: Marketing Your Promotions

You need promotions that are interesting and creative enough that even people who are not interested in buying a ticket to your show will talk about your promotions. That can take the form of contests, special appearances, creative sourcing of costumes and set pieces, or anything else that stands out... Read More »
10/3/201331 minutes, 32 seconds
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SOR 026: Alli Houseworth

I’m very lucky to have Alli Houseworth as a guest on this episode of the podcast. She’s worked on promoting productions both from within a theatre company and as an outside specialist through her consultancy Method 121. Her Digital Lobby Enhancement work with the Woolly Mammoth Theatre Company has been... Read More »
9/26/201344 minutes, 1 second
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SOR 025: Finding the Niche Audience For Your Show

It’s easy to say that you should seek out those individuals who will feel like your show was written to speak to them personally. The people who resonate with this production in particular on a level deeper than just appreciating good theatre are your niche audience. They will love being... Read More »
9/19/201326 minutes, 58 seconds
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SOR 024: Marketing Auditions

Promoting our performances is obviously critical to success in theatre, but it’s also important to know how to marketing your auditions. Auditions can be crucial to getting good talent, but there utility doesn’t stop there. In this episode of the podcast I talk about why and how to make a... Read More »
9/12/201332 minutes, 40 seconds
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SOR 023: Shoshana Fanizza

There are many reasons I’m pleased to welcome Shoshana Fanizza to the podcast. One is that she started her own company, Audience Development Specialists, that she has been running since 2008. Another is that she champions the idea of developing a relationship with the right audience as opposed to just... Read More »
9/5/201333 minutes, 58 seconds
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SOR 022: Bill Wilkison

Bill Wilkison is nothing if not an artistic renaissance man. He is an actor, director, writer, and genuinely kind and generous human being. One of the reasons I was so eager to get Bill on the podcast is because he’s also a talented visual artist. He is sought after in... Read More »
8/29/201338 minutes, 53 seconds
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SOR 021: Marketing Observations At Fringe

A Fringe festival is an interesting microcosm of the theatre world. Everything happens on a compressed timeline in a restricted geographic area, and you can gain some interesting insights by observing how people behave. I’m recording and publishing this episode smack in the middle of the 2013 IndyFringe Festival, and... Read More »
8/22/201323 minutes, 16 seconds
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SOR 020: Lou Harry

It is a delight to have Lou Harry in this episode of the podcast. He made me laugh out loud repeatedly while we were recording, but beyond just being entertaining he also has some unique insight on theatre and the arts in general. He wears the hats of both a... Read More »
8/15/201335 minutes, 38 seconds
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SOR 019: Calls to Action – Beyond the “Buy Tickets Now”

Recently I got a comment on a previous post from a gentleman by the name of Matt McKee that caught my attention. In the comment he mentioned the line, “What do you want the audience to do after they see the poster / card / image / whatever?” I liked that... Read More »
8/8/201341 minutes, 36 seconds
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SOR 018: Stages of the Entertainment Marketing Mindset

When you are producing a show, it can feel like there’s an enormous about of work to do. There’s just so much to try to get your arms around. Marketing might be the last thing you want to worry about, but I contend that a huge key to the success... Read More »
8/1/201334 minutes, 5 seconds
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SOR 017: How To Deal With Overwhelm In Theatre Marketing

There comes a time in the life cycle of promoting a show when time is at a premium. It seems like there are more marketing tasks than you could ever hope to accomplish. So much is happening at a break-neck pace that it’s easy to understand why you feel completely... Read More »
7/25/201336 minutes, 5 seconds
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SOR 016: How To Delegate Theatre Marketing Tasks

The only thing worse than trying to handle all of the promotion for a show yourself, is to delegate it to other people – only to see the ball get dropped. Selecting talented people is only part of a successful delegation. You also need to have them working on the... Read More »
7/18/201335 minutes, 30 seconds
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SOR 015: Hope Baugh

I’m very pleased to welcome Hope Baugh to the podcast. It’s not just because she’s delightful to talk to. (She is.) Hope provides a perspective that we as promoters of live theatre desperately need to understand. What makes someone decide to write a review of live theatre? Since it’s impossible... Read More »
7/11/201347 minutes, 40 seconds
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SOR 014: Scott Cramton

Scott Cramton runs the Murder Mystery Co., providing both public and private interactive improv performances across the U.S. Over the last dozen years he’s had the opportunity to experiment with marketing and advertising options to figure out approaches that work extremely well… and a few that might bankrupt you. At... Read More »
7/4/201342 minutes, 5 seconds
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SOR 013: Casey Ross

This week I welcome writer, actor, director,  and producer Casey Ross. We talk primarily in the episode about her role as a writer and how wearing that hat affects her thoughts on marketing. Casey is a Fringe veteran and we talk a little bit about her upcoming show and the... Read More »
6/27/201327 minutes, 12 seconds
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SOR 012: You Don’t Know What Will Resonate

Much like you can get a few laugh lines when you weren’t expecting during a performance, you may very well find that you’ll get reactions to different marketing tactics that are better or worse than you expect. That doesn’t mean you throw your hands up and swear off marketing. It... Read More »
6/20/201318 minutes, 6 seconds
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SOR 011: Zach Rosing

Zach Rosing brings his multimedia experience to the podcast. We talk about what it takes to make a good promotional video. Production value – the sound quality and lighting – do have a big impact on how your video will be received, but it is not the most important ingredient... Read More »
6/13/201343 minutes, 22 seconds
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SOR 010: How To Recognize When To Change Your Marketing Tactics

We all fall into that rut. We find a few good marketing tactics like posters and emailing cast announcements then decide that we’re going to stick with them forever. They probably even work – but not was well as they once did. And not as well as another tactic might.... Read More »
6/5/201326 minutes, 40 seconds
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SOR 009: Doug Powers

I’ve been anticipating this episode because I’ve been promising that it’s coming to readers and listeners who are looking for help promoting a show that deals with unpleasant subject matter. Shows that aren’t necessarily easy to watch can be a tough sell, but sometimes that’s the art we most need... Read More »
5/29/201327 minutes, 8 seconds
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SOR 008: Marketing at a Fringe Festival (Part 2 of 2)

As the title implies, this is the second episode of a two-part podcast where I walk-through the approach I took when promoting a show at the 2012 IndyFringe Festival. The show was very successful at the box office. In the last episode I talked about the marketing approach, including what... Read More »
5/22/201333 minutes, 45 seconds
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SOR 007: Marketing at a Fringe Festival (Part 1 of 2)

Being part of any theatre festival is a fantastic opportunity to get exposure to new audiences. The people attending these festivals are clearly interested in discovering new performing arts options in their city. When you get accepted into a festival it would be so easy to relax on your marketing... Read More »
5/15/201323 minutes, 5 seconds
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SOR 006: Matt Lehrman

Matt Lehrman has been thinking about arts marketing at a very high level for quite a few years. I first came across him a few weeks ago when he was presenting his Audiences Everywhere™ workshop in Indianapolis. What stood out to me about Matt is that he isn’t content to... Read More »
5/8/201325 minutes, 31 seconds
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SOR 005: Brian Atkinson

A few years ago I met Brian Atkinson at a meeting for a production company where we both served on the advisory board. The expertise he brought to the table was in the area of design. He’s been teaching design for almost 20 years, and like so many great teachers... Read More »
5/1/201320 minutes, 3 seconds
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SOR 004: Theatre For Fun and Profit

I’m going solo in this episode of the podcast, talking about money. It’s always bothered me that so many theatres and acting companies (often those that put fantastic work up on the stage) do such a bad job of operating as a business. Just like any other business we are... Read More »
4/24/201317 minutes, 51 seconds
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SOR 003: Lori Raffel

A Nice Family Gathering is a show I did back in early 2011, and it was momentous for a few reasons. It was the first time I acted on stage in Indianapolis, the first time I had a leading role in a non-musical production, and the first exposure I had... Read More »
4/17/201333 minutes, 30 seconds
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SOR 002: Ken Klingenmeier

Actor, director, and theatre blogger, Ken Klingenmeier was kind enough to talk with me about some of his observations about theatre marketing. I met Ken a few years ago, and he is one of the people I tapped for input when I first started putting together Reaching a New Audience.... Read More »
4/10/201327 minutes, 20 seconds
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SOR 001: The First Episode

I couldn’t be more excited to be releasing the first episode of the Sold Out Run podcast. This is a project that has been months (really years) in the making. I’m still jumping through hoops to get the podcast listed in podcast directories such as iTunes, but the first episode... Read More »
3/27/201316 minutes, 24 seconds