If it waddles like a Duck, don't call it a Chicken!

Contributed by Guest Bloggers of the week, Katie Rosin & Antonio Miniño of Kampfire Films PR

Promoting the truth goes a long way.

It is easy to embellish what the production you are promoting is about in an attempt to gain the attention of a wider range of ticket buyers. You might try to change the focus of your marketing strategy to fit certain groups, without taking into consideration its relevance in the play or project in question.

A lot changes from the script to stage production. You could have read the play and have a certain idea of what themes lie within it, but that might not be the focus of this production. This is why it is key to maintain a clear and constant communication with your producer/director to make sure the angle you are using will enhance the experience rather than diminish.

It all comes down to word of mouth created by your audience and the press. You may have come up with what you think is a great way to sell the show, and it might get your audience in the theater, but once that audience doesn’t see what they were promised two things happen:

1. They will be disappointed, obsessed and focused on what they were expecting to see and will not appreciate the great things that the show really is about.
2. They will not tell their friends to come see the show. A referral is the most powerful tools in selling theater tickets.

I recently experienced a case of misleading advertisement as a theatergoer. Both the press materials and postcard/ads suggested the show fervently dealt with gay marriage and Prop 8. Well it didn’t. At least not in a way that drove the plot. But it was still a good production with talented actors and crisp direction. I was able to put aside the fact that I was cheated and lead to believe it was about something that it wasn’t. But my friend who saw the show with me was not as forgiving, and neither was the press. All the reviews focused on how poorly the subject of gay marriage was tackled within this play.

Be true to your project and never promise something you can’t deliver for the sake of ticket sales. Trust that people will like what you are selling, and remember the importance of word of mouth.


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Next week's guest bloggers are from Kampfire Films PR

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Thank you so much to last week's blogger Heather Cunningham . Her blogs were so insightful and are full of resources for set, props and consume designers. Thank you.

Next week's bloggers are Katie Rosin and Antonio Miniño from Kampfire Films PR.

Kampfire Films PR is a full service Marketing and Public Relations agency founded by Katie Rosin, offering exceptional and custom campaigns for each client’s unique needs and projects. Rosin was instrumental in the launch of the Broadway musical Brooklyn and the National Tour of Mother Load. She worked on the publicity team for the comedian, Jerry Seinfeld, and his movie Comedian. Antonio Miniño later joined the Kampfire Team, after having produced and marketed various fashion shows, theatrical productions, as well as produced and hosted for the award winning Fashion TV. Together they have represented companies of all levels, genres and aesthetics in the Arts. Kampfire Off-Broadway highlights include: GLAAD Award Nominee, She Like Girls, Ohio Theater; …Another Man’s Poison, Jay Sharp Theater; Swimming With The Polar Bears, 45 Bleecker Street; Much Ado About Nothing & American Rapture, Beckett Theater; Glimpses of the Moon, Algonquin Hotel; IT Awards recipient, Elizabeth Rex, Center Stage; Mother Load, Sage Theater; Wasps in Bed, Beckett Theater; Anaïs Nin: One Of Her Lives, Beckett Theater; Triple Threat: 2007 Drama Desk Nominee (mis)UNDERSTANDING MAMMY: The Hattie McDaniel Story, Theatre 5. Kampfire clients include: 3Graces Theater Co., Astoria Performing Arts Center, BOO-Arts, Maieutic Theatre Awards, New York Innovative Theatre Awards, New York Neo-Futurists, Nicu's Spoon, Oberon Theatre Ensemble, Pascal Productions, and Planet Connections Theatre Festivity.

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Advice for working with an OOB publicist

Go OBAMA! (That's my News and Politics...)

Here is some insight on working with a Publicist/Press Agent.

* Once you decide to work with a press agent the most important thing you can do is have coordinated communication with them and make it a collaborative process. Make sure that you provide them in a timely manner with the following:


Name of Show
Playwright
Director
Cast List and contact info plus bios
Company Name and bio/mission
Dates
Schedule
Theater (and address)
Ticket Vendor
Available Discounts/codes
Website Address
Running time of show
Synopsis
Photos, from previous productions, from rehearsals, headshots and high-quality production photos
Video, from previous productions
Past Press
Script

* Working with a publicist should require more interaction from the company, not less. Constantly present your publicist with story ideas, contacts to press, and follow-up with them to make sure that you feel that they are working in your favor. However, do not contact the press on your own, once you hire a press agent, it is their job to be the sole contact on behalf of the production with the media.


* If you don't know how to write your bio, contact the press agent for support. S/he should be able to walk you through the process so that you will have a bio to build upon.


* Make sure you have a great headshot (if you are an actor). That is your tool to promoting yourself. Before picking your final photo, have at least 3 people look at the options, including a publicist.
Please contact me if you have any questions.
Katie Rosin
Publicist IT AwardsKampfire PR
917-438-9223
katie@kampfirefilmspr.com

More about press in the OOB world

It isn’t always that Sara Ramirez attends one of your shows and decides to help you promote it all over town (or the country via tabloid publications). I get this call from Sara’s publicist and we set up a photo shoot of Sara and the company seen here: www.filmmagic.com

The photographer and I got it picked up in Star Magazine, Life & Style, and The Daily News as seen here: www.nydailynews.com

Now this won’t always happen for your OOB play, so what can you expect from your OOB publicist:

A press agent should be the number 1 advocate for your show, in addition to your cast, crew and company. Your press agent should be the sole voice on behalf of the production to the media.

A press agent, even with the most solid relationships, can not control the press, ie: get you a positive review.

A press agent should work to get your features, listings and reviews. Leveraging their personal relationships with the press will do this for your production.

Kampfire PR publicity campaigns include:

1. PRESS RELEASE:
a. Production Announcement: pertinent information on the production – who, what, where, when, ticket prices, where to purchase tickets, etc.
b. Listing Request: specific listings request submitted to listings editors with information clearly outlined in the manner in which they are accustomed to receiving it.
c. Review Requests: Leverage personal relationships with reviewers and editors in pursuit of critical coverage for your production.
2. FEATURE OPPORTUNITIES: Customized Story Pitches: Pitch feature story ideas to press, generated and developed along with the production team.
3. PRESS KIT: Includes press releases, cast bios, crew bios, past press, script, photos.
4. ONLINE PHOTO ROOM

In this theatrical climate it requires more than great public relations to increase audiences and awareness for your shows. I think an integrated campaign, which includes publicity, marketing, and audience building are required.

Marketing includes your posters, postcards, e-blasts, website, advertising, and more...

Audience Building is reaching out to specific members of the community who would be interested in your production.

I’d be happy to discuss this more with you.

Your friendly IT Awards Press Agent,
Katie Rosin
Kampfire PR
pr@nyitawards.comwww.kampfirefilmspr.com
917-438-9223

From the Pregnancy Haze...Audience Building

Well, with T-minus 66 hours to go until my scheduled c-section (baby girl green is due to arrive Wednesday, January 23), I sit down to write my IT Awards blog with some Audience building advice for OOB.

One of the biggest struggles facing OOB these days is PBIS (Putting Butts In Seats). It takes an entire army or the best efforts of everyone in a company implementing a coordinated effort of Marketing, Public Relations, and Audience Building to successfully PBIS.

But what does Audience Building mean? And how does one implement it?

Well, it can mean a variety of things and here are some of my top 5 FREE tips to increasing awareness for your OOBR company...and it helps if everyone involved with the show and theatre company implement these tools:

1. Add an email signature with a link to your theatre company's website, upcoming show information, and ticket information--this means every email you send out will have this information accompanying it.

2. Carry your postcards or company business card with you at all times. You are a walking billboard for your company and you can talk about it whenever and wherever you are...think the receptionist at your doctor's office.

3. Send an email blast to your entire email list with information on your upcoming show. Have your marketing director/graphic designer create something eye-catching for you to send out. Create a ticket discount with a special "Friends/Family" code so they know they are getting a special deal.

4. Utilize FREE social networking sites such as Myspace and Facebook. Build your friend lists and continually add to it. Don't forget to build the show events into the pages. Other ideas include making short videos to post to SuperWalls and blogs! (Just don't film the equity actors in rehearsal or on-stage, this is a "no-no" with equity.)

5. Plan talk-backs, special events, benefits, networking events, and more with other organizations which will in turn promote your show for you.

I look forward to seeing more BIS this 2008 season.

Feel free to contact me with questions,

Katie Rosin
Press Agent
IT Awards
katie@kampfirefilmspr.com

101 Ways to Promote the Arts

Hey all I know this is cheating a bit, as I'm going to post an article written by someone else, but it is so invaluable to the OOB/Indie world, I think this is a great place for it. Additionally, on Wednesday I'm recording a Podcast with Martin Denton about Publicity, I'll let you know when it is airing...stay tuned.

101 Ways to Promote the Arts:
Compiled by the Arts & Business Council of Miami

When looking at the suggestions on this list, consider your Target customers. Try
to see things through the Target customer's point-of-view. Will they respond well
to this particular type of promotion? Is the type of Promotion likely to reach the
customers your organization is trying to capture? Do you have facts to back up
your assumptions?

1. Develop relationship with neighborhood shops
2. Point of purchase displays to sell tickets
3. Hand out postcards and fliers in neighborhood
4. Opening Night Sponsorship with local business
5. Tie-ins to other events
6. Perform at halftime at a sports event - Hand out information before and
after
7. Live radio broadcasts at programs in return for free media ads
8. Statement stuffers in local banks, stores, etc.
9. Contests for children to win free tickets
10. Grocery bag printing about event
11. Newsletter
12. Print restaurant trays with info about event
13. Posters
14. Holiday decorations display or sale at December performances and
events
15. Speak at a local Rotary or Kiwanis club
16. Local business provides all the ushers for a performance as a corporate
team
17. Media co-sponsorships
18. Endorsements or ads by celebrities
19. Target specific groups. Example: Women, Families
20. Fliers in chamber newsletters
21. Special campus promotions to sell tickets
22. Give away the Front Row as Radio Promotion
23. Opening Night Reception with the Artists
24. Meet the Artist events
25. Restaurant, show, limo packages for patrons
26. Special hand out nights - Example: Fang giveaway for Dracula
performance
27. Slides at local movie theatres
28. Special extras for season subscribers
29. Family promotions at matinees - Example: Tea party with the dancers
for Nutcracker
30. Behind the scenes events and promotions
31. Costumed courier to hand out information
32. Mall exhibits and ticket giveaways
33. Fashion show themed around program - Example: a swimsuit show for
South Pacific
34. Videos of performance highlights
35. Local weather remotes - broadcast live from your site, cast sings "You
Are My Sunshine"
36. Celebrity or VIP Ushers
37. Discounts for specific groups
38. Special Offer mailings to Target audience
39. Benefit tie-ins - food drive during opening night
40. Co-host performance and reception with charity
41. Broadcast e-mail about upcoming events
42. Website with performance and ticket specials
43. Balloon drop with free tickets in some balloons
44. Neighborhood store theme Window Displays
45. Beverage company tie-ins - xyz wine night with free samples, wine
company advertises event
46. Win a Dinner Date with the star or an artist
47. Singles performance with reception
48. Pre-show demonstrations
49. Place postcards about upcoming events in shops and restaurants in the
neighborhood
50. Video streaming on website to showcase
51. Patron buttons or cards to receive special gifts
52. Scavenger Hunts
53. Neighborhood Restaurant Bill Promotion - a flier for your event is
presented with each bill
54. Related visual art display in the lobby
55. Photo contest
56. E-mail newsletter
57. E-mail invitation with special discount
58. Trio Discounts - buy three shows get one free
59. Collective ads with neighborhood groups
60. Annual event tie ins
61. Senior citizen programs and discounts
62. Bounce back ads on back of tickets
63. Perform at malls - hand out information
64. Perform at festivals - hand out information
65. Radio promotions with free tickets
66. Nursing home appearances by artists
67. Children's hospital appearance by artists
68. Easter egg hunt with spring shows - some eggs have free tickets
69. Focus group brunch
70. Costumed characters at business event
71. Arts Talk
72. Gallery walk with collective ads
73. Arts Night in the Neighborhood
74. Bring Your Neighbor promotion
75. Door hanging invitations
76. Ads in church and temple bulletins
77. Audience Surveys
78. Test Drive Promotion - Car dealer gives free tickets to your performance
to anyone who tests drive a specific car - dealer pays for tickets and
advertises event in their test drive ads
79. Postcards, fliers at related performances
80. Trade ads with related arts groups
81. Niche advertising
82. Customer Appreciation programs
83. Lobby promotions with local business
84. Concierge - Dinner reservations in the lobby
85. TV public service announcements
86. Cable television tie-ins
87. Giving tree in the lobby
88. Performance/event on Arts Council website
89. Performance/event on visitors bureau website
90. Condo group sales promotion
91. Perform at local condos - sell tickets
92. Event/performance featured in sponsors ads
93. In-house business Promotion to sell tickets
94. Listing in Arts Connection newsletter
95. Listings in free social and community websites
96. Calendar listings - be creative
97. Supervised children's area for parents
98. Tell A Friend campaigns
99. Perform at libraries
100. Tickets to hotels/concierges
101. Shuttle buses to event from hotels/condos

ArtsMarketing http://www.artsmarketing.org

As always you can contact me with questions!
Fondly,
Katie Rosin
Publicist New York IT Awardswww.kampfirefilmspr.com
pr@nyitawards.com
917-438-9223

PR in the OOBR world

Hello from the IT Awards publicist, Katie Rosin/Kampfire Films PR. Since it is my job to raise awareness of the IT Awards to the media, as well as the fabulous OOB shows I represent, I thought I would give you some pointers on what a Publicist can and can not do for your productions.

First the definition of publicity:
pub·lic·i·ty
1. extensive mention in the news media or by word of mouth or other means of communication.
2. public notice so gained.
3. the measures, process, or business of securing public notice.
4. information, articles, or advertisements issued to secure public notice or attention.
5. the state of being public, or open to general observation or knowledge.
(publicity. ( n.d.). Dictionary.com Unabridged (v 1.1). Retrieved August 31, 2007, from Dictionary.com website: http://dictionary.reference.com/browse/publicity )

As you can see this is not defined as "putting butts in seats" (PBIS) nor does it have a direct correlation to PBIS.

A publicists job is to raise the awareness of your production to the media and in turn your potential audiences. I feel it takes calculate and integrated efforts of PR, Marketing (which includes posters/postcards/e-blasts/flyers...and advertising), and Audience Building in order to PBIS. The later I will discuss in a future blog.

Here are some components of PR that a publicist can do for you:

1. Press Release: Include the Who, What, Where, When and Why of your production
2. Feature Idea: Create (with the help of all involved Artistic Staff through the cast) story ideas to pitch to the appropriate media
3. Review Requests: Ask critics to come and see your show and review for their outlet

But the publicist cannot wait around for the news to present opportunities. They must also try to create their own news. Examples of this include:

* Arrange a speech or talk
* Make an analysis or prediction
* Issue a report
* Take a stand on a controversial subject
* Announce an appointment
* Invent then present an award
* Issue a commendation

The advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, and frustration over the low percentage of releases that are taken up by the media. (Publicity. (2007, July 15). In Wikipedia, The Free Encyclopedia. Retrieved 13:24, August 31, 2007, from http://en.wikipedia.org/w/index.php?title=Publicity&oldid=144714064)

Additionally, it is the job of everyone in the production to think about PR. It is NOT their job to contact the media (too often I'm picking up pieces when this happens). Should someone involved in the production have a great idea, a great press contact, or be involved with something press worthy they should immediately contact their publicist and discuss it with them. I find these are the best leads for the publicist.

Keep these ideas in mind when deciding if and who to hire as a publicist on your production. Please feel free to contact me with questions on this subject.

See you on the 24th!

Katie Rosin
Publicist
www.kampfirefilmspr.com