Questions of the touring market

Fri, May 26, 2006

Tags: Tour, Interview

What's the one thing Broadway producers should think about most when planning to go on the road?

Is there a disconnect in how the tour and the Broadway production help each other on the marketing front?

Is there any particular type of advertising or marketing for the tour that is becoming more and more popular on the road?

We sat down with Anne Rippey of The Marketing Group to answer some questions on the current state of the touring market.

(theSITUATION): If there was one thing you could stress most to a Broadway producer that is planning to go on the road, what would that be?

(ANNE RIPPEY): I would stress the imperative of developing and distributing/posting the tour marketing materials early.  This allows the show to maintain the consistency and integrity of the brand, as well as meet the needs of and ensure better placement in local subscription brochures, season announcements, subscriber communications and group sales initiatives. 

(tS): It seems as though there is often a disconnect in how the tour and the Broadway production help each other on the marketing front.  True? 

(AR): The coordination and communication between the Broadway marketing team and the road press agent are critical to ensuring consistency in how the show is marketed.  Furthermore, promotional partnerships/programs will only be enhanced by leveraging them for both the Broadway company and the National Touring company, thereby giving them a national positioning.

(tS): Is there any particular type of advertising or marketing for the tour that is becoming more and more popular?  (i.e., email blasts, radio, direct mail, etc.) 

(AR): The trend is definitely towards online opportunities -- whether eblasts, online promotions, online advertising buys, or even use of the local presenter's website.  The better the show materials we provide, the more exposure the show will receive.  And beyond that, there is a look towards non-traditional web/interactive/mobile exposure, such as vodcasts, podcasts, mobile phone content, etc.

Some shows that have concurrent companies on Broadway and on National Tour are placing strategic national buys to help generate awareness in anticipation of its arrival in cities nationwide.