Wellness Cafe et al

This past week Andy and I attended a terrific Internet Marketing convention in North Carolina.  There are many divisions in this company and one of them works with doctors and health pros.  Two cardiologists http://www.elitehealth.com/ came on stage and talked about some great marketing they are doing at their office and it inspired me to...think about theatre. What's new?

Among other ideas they had their lobby/waiting area redesigned to be a "Wellness Cafe".  There are healthy drinks and tasty nutritious treats and it looks like you are in a Starbucks or trendy juice shop with tables and chairs.  While this is great for that wait you inevitably have to endure at a popular health professional's office they said some of their patients come there when they don't even have appointments. Just to hang out in the cafe that also has an Internet connection.

My question is not why some doctor has not thought of this before, because most doctors are not businessmen and women.  Most doctors went into their field because they wanted to heal people.  They felt called to use their talents to make a difference in the world of health.  While they want to make money, most of the ones I have spoken to aren't sure how to market their way out of the financial crunch they are now facing.

Most actors went into their field because they wanted to entertain folks.  Most actors feel called to use their talents to make a difference....hey wait a minute...  

I am finding this in every single field that requires a talent that is not labeled "business".  Salon owners who start their hair care shop because they wanted to use their talents to make us beautiful.  Clothing shop owners who just love fashion.  Bookstore owners who believe in literature and education.

Theatre producers who want to be sure you get to see live productions because Art is so important.

So my question is, why do some of these talented pros think of ideas like the wellness cafe as "prostituting" your Art, or Medicine, or Cosmetology.  I think to have interesting and new ideas that make the experience of your clients more enjoyable and promote an "all in one", "hang out with us"concept is fantastic! To add a side service that is creative and still goes alongside of what your main gig is makes perfect sense to our busy, need-to-do-it-all-in-one-place society.

I hear stuff like:  "My talent should be enough" or "We only want to cut hair" or "I am afraid if my patients get distracted by these other things they won't use my main service".

That is just silly talk ya'll.  If they trust you and see you as an expert in any field, they will want to hang out with you, period.  If you provide great massage therapy, having some great marketing events or other services that compliment what you do is a bonus to those of us who trust you and want your advice about wellness.

Just because we go to a museum this week doesn't mean that it is an either/or when it comes to seeing your theatrical production too.  If you offered it as a package deal with the theatre we would also be inclined to go to both because we like the "I got a deal" concept.  If you feed me I will also be delighted.

So theatres, here's an idea, why don't you have an Internet cafe and juice bar or coffee bar in your lobby that is open to the public during NON theatre going hours?  A place that folks can come, grab some coffee, meet up with friends, write on their laptops and maybe accidentally view info on your upcoming shows?

Having an idea that is out of the norm, that connects people to each other and you, that shows you are trying to make their lives more interesting, affordable, healthy and fun, is just good marketing now.  

(See picture of Andy and me at the Gala of this convention! below)

Olympic fever

At my home we are obsessed with the Olympics.  Watching everything from Volleyball (both Andy and I competed for our colleges) to archery.  When there is more than one TV station carrying the games we flip back and forth constantly, excited to see our favorites and also to learn about the sports we don't understand.

Like Sabers.  How cool is it to say you were an Olympic Saber champion like  Mariel Zagunis? They were talking about the coach of the US women's team Ed Korfanty so of course, as I do with everything important, I looked him up on Wickipedia.  http://en.wikipedia.org/wiki/Ed_Korfanty

What the commentator, who is also a saber competitor with this same coach as his mentor said, is that Korfanty is a great coach because he recognizes the trends in the sport and adapts.  


How old is the sport of Saber or Fencing? I will look that up later, but I bet it's pretty damn old. And this guy is open to the idea of recognizing its trends and adapting!

What a great Olympic lesson for those of us in the theater world.   Recognize the trends and adapt.  Instead of complaining about how people don't respond to this marketing or that fund raising or this show, ADAPT.  Stop trying to cram it down their throats the same old way.

And here is the fun part.  Since we are so internet based, if you mess up one effort, who cares, just adjust and continue.  The internet is free.   And if you are a "virtual" company right now, like us, you have even more flexibility to pick and roll and adjust.  I would think a company that opened real doors and then folded quickly, because the world is different than it was 10 years ago, would lose credibility pretty fast.

But a smart company that stays virtual and is creating its base first, and making smart inquiries and is coming up with creative ways to fulfill on its mission statement ie Performing, Mentoring, Reaching out to other non profits to help, that is the company that gets the gold.

Recognizing the trends also means associating with people who get that business concept.  Partnering with progressively minded folks.  People who take chances and are gogetters.  I wonder what Mr. Korfanty is doing after the Olympics.  :)

GREAT pic of Mariel Zagunis! 

BFF's with a Broadway star

Excited doesn't begin to explain how I feel about our newest video!
http://www.youtube.com/watch?v=R24HxTuCCAo&feature=plcp

At our first IN HOME EXCLUSIVE.  Broadway performers, Bret Shuford, Fred Rose and Gwendolyn Jones were stellar.  Jamibeth was our "Alex Trebec" for the trivia contest we customized specifically for the 15 guests in attendance.

The idea, is that we can connect one-on-one to new folks in a way that is fun, rubs elbows with eating, socializing and performing. And we alway customize the evening for the guests and host.  

Now we have 15 more "Loyal" followers because our performers are just so damned charming and talented.  Even though it was the night of a huge thunderstorm, each guest arrived excited and ready to meet Broadway talent face to face because they were truly theater fans.  No one dragged an uncooperative spouse.  We are not in the convincing business.  I don't need every single person on the planet to be a theater fan.  But for the ones who are.....

We cooked dinner together, ate, and then while we performed they also were up close and personal in a way that doesn't and can't happen at a theater.

Math quiz:  If you do 15 evenings like this a year with 15 guests and each one of those guests gives you permission to let them know about upcoming events plus two or three of the guest host their own Broadway IN HOME exclusive with 15 guests, at the end of the year how many tribe members who will be donors or audience members do you have?

And if they all feel they are a part of the "making of" your theater aren't they likely to tell others about you when you do a show?  If you reward them with something they find valuable for bringing a guest to a show, like more personal attention from the stars, dinner, front row seats, walk on roles, makeup session with your show makeup artists, aren't they likely to be motivated to bring a friend or two?

So at the end of year, how many new people do you know personally? Not just in your email data base.  How many have you met face to face?  How many have seen you smile or sing or heard about your mission?  

I am not so good at math, but why would anyone open a business/theater until they had done some of that work?

And just one more thing.  If you know a non profit that is doing this, creating good will, helping other non profits, mentoring, meeting important people that they can network to you as well, why wouldn't you want to be a part of the experience? Have your name attached. Partner up.

I think if you are smart, you would.

Who do you know who wants to be BFF's with a Broadway star?

It's in the Presentation

Presentation is everything. No matter your talent level.  

Woe to the actor who thinks that just because she is supremely talented, that is enough to get her the job. Talk to enough casting directors and they will tell you much of the role is based on "look". From the way you walk in the door to the actual shoes on your feet.  The way you speak to the room monitor to the way you give instructions to your accompanist.  The way your resume is laid out to your headshot.  All of that matters just as much.   

Why is that surprising to anyone? We say it about food.  "Presentation is everything".  We say it about houses. "Curb Appeal".  

Apply this idea to a theater: If your theatre has an entry way that is boring.  Or that has worn carpet in the lobby.  Or if your receptionist sounds annoyed.  If the box office folks aren't friendly.  If your curtain speech is dull and unimaginative.  If your actors hide in their rooms or aren't friendly with folks after the show.   Your "presentation" suffers. 

It's not just the "show" that matters.  

And what is our first line of "presentation"?  Our marketing.  That is often the first thing folks see concerning our theaters.  If it's an email out of the blue from a company you didn't ask to hear from, sometimes, that is annoying.  In today's social media world, it's actually spam if I didn't ask to be on that list.  

It would be lovely to say it's the "ART that matters" and have that be effective.  But it's probably not going to be anymore. 

Seth Godin says: "The packaging, the service, the environment, the hours, the interactions, the way it feels to tell our friends--these are all the free prize."  "Free prizes inside" still sell if they are marketed correctly. 

Then when you have enticed your "tribe" and made them feel as if they have actually been a part of the "making of", you have a very loyal group of folks that are your best advertising.  Check out a little show called "American Idol" if you don't believe that.  

Go ahead. Spend a ton of money and time on mass marketing. Doing the same old things we have done for years.  Send out your flyers and mass emails. But it's those positive one-to one interactions that will build your company. Yes, it requires a bit of thought. Yes you have to have some face to face meetings.  A lot actually. And you must always be on your best behavior.  It can make you a bit of a control freak if you aren't already one. 

But if you can steer the way with a few tribe members who are also on the same wavelength, they will introduce you to more on that wavelength and you will continue to attract exactly the right folks to your organization. 

In your Presentation: Those interactions must have a very personal edge combined with a "prize inside" and an "enrolling" aspect. If you can commit to this idea you actually will be way ahead of the curve.  

The Universe

I get "Tuts notes from the Universe"blog in my email every day (they are free) and today I had to share:

I might add:  You feel that every blog you regularly get applies to your project. And um...I actually do these things so...

Kristin, the top 10 signs a really huge dream of yours is about to come true, are: 10. You regularly visualize the end result, the after-party, or beyond. 9. Every day you "show up," doing something about it.  8. You're not attached to how it will come true.  7. It really matters to you; you really care.  6. You know who the first 3 people are that you'll call with the news.  5. You're smiling and winking way more than normal.  4. Sometimes you speak and behave as if it already has. 3. It probably doesn't depend upon specific people. 2. You already know what your next goal is. 1. You keep whispering, "Sweet! Thank you! Yes!" with clutched fist. Sweet! Thank you! Yes!     The Universe

Fear

Now doesn't this just apply to every single person and adventure?

Risk, fear and worry- by Seth Godin

They're not the same.

Risk is all around us. When we encounter potential points of failure, we're face to face with risk. And nothing courts risk more than art, the desire to do something for the first time--to make a difference.

Fear is a natural reaction to risk. While risk is real and external, fear exists only in our imagination. Fear is the workout we give ourselves imagining what will happen if things don't work out.

And worry? Worry is the hard work of actively (and mentally) working against the fear. Worry is our effort to imagine every possible way to avoid the outcome that is causing us fear, and failing that, to survive the thing that we fear if it comes to fruition.

If you've persuaded yourself that risk is sufficient cause for fear, and that fear is sufficient cause for worry, you're in for some long nights and soon you'll abandon your art out of exhaustion. On the other hand, you can choose to see the three as completely separate phenomena, and realize that it's possible to have risk (a good thing) without delibilitating fear or its best friend, obsessive worry.

Separate first, eliminate false causation, then go ahead and do your best work.

REdefined

This bears repeating.  If "space" is the issue, then you have two choices.  1. Give up and go home .  2.  Work around it.  Or maybe just ...."work around".  

Define "Theater" as more than just producing shows in a building that looks like a typical theater.

That is what we are doing right now.  Today's meeting with a local Museum Mansion went very well.  A Holiday show concept or series of shows is attractive in many ways to a place that wants to reach out to the community, be a part of a mentoring programing as well, entice some new corporate folks and get great PR for doing all of the above.

We have a proposal that has a twist which reflects our mission statement. We can customize it for each place.  We are a non profit so any money used to produce that is a write off.  We utilize Broadway performers in all that we do.  And many of us are educators with a lot of marketing sense to boot.

As an actor, if you wait around for Broadway and only audition for Broadway you may or may not make it there.  If you perform at dinner theatres, outdoor theatres and regional theatres while you are also trying to make it to Broadway, you get experience, develop your craft, and make a lot of connections.

We are building our "list" and our following day after day with our In Home events (the video is almost ready for me to share with you!) our corporate gigs, our convention gigs, and our special event programs.   We are producing "theater" even if it's not in a building called a Theater yet.