Question

Topic: Strategy

Tv For Improv Theater Group

Posted by Anonymous on 7/14/2011 at 9:00 PM ET 125 Points
We have an improv and are considering doing TV advertising via comcast spotlight. It seems a good way to reach more of the Oakland/Berkeley area.

Any thoughts the idea?

Cost to produce a spot?

Suggested lenght of spot?

David Alger
Pan Theater
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/14/2011 at 10:10 PM Accepted
    Good/watchable video isn't cheap, David. And it's possible that after all your work, your advertising won't be viewed by the right people. Both your website and FB fan page don't have video of your classes or performances. Give people a taste of what your audience sees. Are you great storytellers or able to educate and heal issues in your community? If so, make it clear that you're more than improv game players.

    Can you set up a livecast of one of your shows each month to the world (for free)? That'll help build your fan collection as well.

    As for a spot, 30-seconds should be more than sufficient to showcase the feel of your troupe. And do consider co-marketing with other improv troupes in the Bay Area - there's plenty of improv audience around - work together to attract them.
  • Posted on 7/15/2011 at 8:19 AM Moderator
    Like all good marketing, the approach you take needs to start by understanding your target audience and what's important to them.

    Who is likely to become your customer? What important benefit are they seeking? How do they make decisions about entertainment options? Where/how do they learn about new alternatives?

    Instead of focusing on what YOU do and how YOU want to advertise to your universe, step into the shoes of your target audience and determine not just who they are, but also what goes through their minds when they are faced with a purchase decision among entertainment alternatives.

    Maybe your television approach is just right and maybe it isn't. Instead of starting with the solution, it's better to start by defining the problem -- from the customer's perspective. What is it they want? What important and unique benefit do you deliver for them?

    Perhaps you can challenge your group to actually become the target audience and role-play the decision process. That might give you some ideas. Or interview a dozen people who are in the target audience to see what they say and what words they use to express themselves.

    You get the idea, right?
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