Selling Broadway In The Digital Age

In the new age of the high tech world, it seems like Broadway is losing ground on selling their razzle dazzle to the public. The public is more enthused by high tech culture than the musical culture on Broadway. One marketer theorizes that Broadway is basically a business. In order to sell Broadway, one must develop a marketing plan that fits today’s market. It is essential that the people behind marketing on Broadway embrace the new marketing and make it the new norm for the Broadway culture. The fact is that the Broadway culture should learn to use modern marketing methods to bring more people to Broadway plays and musicals.

Improving Marketing
Storytelling – Generally, a Broadway play is marketed by a marketing firm that sits around in a room discussing the usual marketing tactics that they’ve used for years to bring attention to their plays and musicals. The new marketing tactics should include bringing the artists into the marketing conversation. After-all, they are experts at capturing the audience attention and moving them with emotion or words. They are storytellers. Todays, marketing concepts should include storytelling to capture the audience’s attention.

Budgeting – The surprising fact is that half the advertising and marketing budget is spent on traditional marketing and advertising methods that worked well in the past. The fact is that people are more digital today. They rely on their digital devices for information. This includes information on the latest Broadway musicals and plays. The problem is that the marketing budget is allocated in this fashion because Broadway marketers do not understand their patrons. They must learn the way that their patrons connect with information to learn about Broadway and the world in general. Then they should construct a marketing budget that reaches out to patrons as it relates to the latest technologies.

Change – Broadway insiders should learn to embrace change. In this new high tech world, perhaps change is a good thing. Perhaps, a new pricing model would attract more patrons to the theater. In the past, a popular Broadway play would charge more simply because they could. New pricing policies should be adopted for the good of the industry.