Actor's Advertising Campaigns
When to Stay in Touch and When to Bang Your Drum
In the world of marketing, there are two distinct kinds of advertising campaigns – an “Ongoing Campaign” and a “Promotional Campaign.” These two kinds of campaigns work hand in hand to create a sense of recognition and momentum for a business (or an actor) which, in turn, can create opportunities for them to succeed. But knowing each one’s form and function is crucial to getting the results you want.
There Is No Yardstick
Before we get started, understand that it is very difficult to measure the success of any kind of advertising endeavor. John Wanamaker, the father of modern advertising, famously said, “I know half the money I spend on advertising is wasted, the trouble is, I don't know which half.” Most actors approach their ad efforts as if they were planting a garden; for every postcard, flyer or invite they send out, they should get a response…plant a seed, get a flower. But it simply doesn’t work that way.
The Ongoing Ad Campaign
All businesses must establish a baseline level of recognition by the public of their product/service. They do this by creating, every month, generalized advertising that tells the public who they are and what they do; in marketing this is know as “The Five Touch Rule.” This builds a link in the public’s mind between the company, the product/service and the logo of the business. It might be something as simple as, “Here at Starbucks we serve hot coffee in a cool atmosphere,” along with a picture of the store and their icon.
This is analogous to you sending out one postcard, flyer, etc., every month detailing what you’ve been up to. Like clockwork, your piece of advertising should float across the casting director’s desk, helping them link your name with your face. What you’ve done that month isn’t nearly as important as the fact that you continue to stay in touch. The implied message is, “You are a professional working actor that they should call in for an interview or audition.”
At the very least, all you need is one piece of information, such as:
- You took a certain acting class
- You made the callback for a project
- You’re sending them an updated picture/resume
- You went to an industry related event
- You saw the play they directed or that was produced at their theatre
The Promotional Campaign
This kind of campaign gets put into action when you’re working on a project which has the potential to really boost your career. Suddenly, you will be sending out more ad material to promote this project in the hopes of getting them to finally commit to spending their time to see your work. Here is where the “Ongoing Ad Campaign” becomes so important. It acts as a springboard to help create that tipping point where they say, “Okay, Sean seems to be an actor in demand and is someone I need to go and see.”
Let’s use the example of you playing Hamlet at a local theatre; it’s a 9 week contract – five for rehearsal and four for the show. Here’s a breakdown of how you might promote the project.
- Week 1: Even though you’re five weeks away from opening night, send out an announcement about how you landed this wonderful part. Mention the director, the theatre, etc.
- Week 2: Mail out a flyer saying that you’ll be unavailable for most upcoming projects in the next 9 weeks…because you’re playing Hamlet!
- Week 3: Out goes a postcard telling them about how great rehearsals are going…and boy, is that swordfight tricky.
- Week 4: This might be a good time to let them know who else is in the cast. After all, if the actors playing Gertrude, Polonius and Ophelia are well known in town, this could help create that “tipping point” mentioned earlier.
- Week 5: This is when you officially invite them to the show; opening night if possible. Most professional theatres will comp in directors, agents and producers.
- Week 6: Another invite, this time include a show photo. If the play is a hit and has garnered loads of praise then you will include one review, each week, from now on.
- Week 7: Create a “Golden Ticket” that entitles them to drinks with you after the show.
- Week 8: Make a small movie poster from some of the press shots. On the back side, along with a review, write a personal note.
- Week 9: Send them a “Last Chance” postcard.
- Week 10: Now that it’s closed, share with them a few thoughts about the show and let them know that even though they weren’t able to attend, there’s always next time. Finally, let them know that you’ll be busy auditioning for new projects.
“In Show Business, all advertising is about one thing and one thing only…getting butts in those seats.” – Anonymous
To read another article on this general topic, go to: Actors Using Google Alerts - Utilizing Data Mining to Find Nuggets of Show Business Gold
Actor's Advertising Campaigns
|
What do you think about this article?
More in Visual & Performing Arts
Latest Articles