The SEC is regarded as one of the most dominant conferences in college football. However, even the toughest have to fight for their keep…

Easy Come, Easy Go

In the previous entry, we discussed Jay Conrad Levinson’s book Guerrilla Marketing, and the innovative marketing concept behind it. Now we’ll plunge into how it can be applied to a theatrical company.

It must be stated that theatre is a terrific source of education and emotional fulfillment. A theatre company, on the other hand, is a business. Sadly, many theatre companies are not treated as such, and as a result, are doomed to failure. There are three elements to theatre that everyone should know:

Performance-the performance.

Space-where the performance takes place.

Audience-people who witness the performance.

Other businesses have similar comparisons: a product (the performance), a location (the venue), and a consumer to buy the product (audience). With the exception of first class production houses, theatres are considered small businesses, in the sense that relationships plays a more integral role in the company’s growth, rather than tallying up the box office receipts. These comparisons also reveal how theatre companies should employ guerilla marketing, as the its success rides on how well it connects with the local community.

Continue reading →

This is the first part of two entries discussing how to apply Jay Conrad Levinson’s Guerrilla Marketing to building a theatre company.

In the early 1980′s, Jay Conrad Levinson introduced his unique guerrilla style of marketing. Levinson, who had created advertisements for magnanimous corporations such as Sears, Visa, and United Airlines, was aware of how to employ big-company marketing techniques. However, he was also aware of the upstart entrepreneur who had neither the personnel or resources to compete with the titans of corporate America. But with this new concept of marketing, Levinson revealed that small business could be sustained without having to worry about competing with the Sears and Roebucks of the world.

In its primordial definition, marketing is everything you do to promote your business, from the moment you conceive it to the point where customers patronize your business on a regular basis. Traditionally, big businesses rely on their “namesake” to promote their product, and rightfully so; to the consumer, familiarity means dependable. Although young entrepreneurs don’t have this advantage, Guerrilla Marketing introduces a plethora of opportunities that corporations won’t deem advantageous.

Continue reading →

Living in downtown Burbank has distinct advantages. Clean streets and buildings offer professionals a great environment to work at by day, and a safe, vibrant nightlife after dark. Also, everything that I need is within walking distance…even down my own hallway.

That last comment is a reference to the free wireless internet Burbank offers its downtown inhabitants. All you do is sign your name on their online guestbook, and Voila! You’re connected. A smart move, I think, for this will entice residents and businesses alike to move to Burbank. It also got me thinking. Suppose the day comes, and it will, that a city (let’s say Los Angeles) decides that they’re going to have free internet throughout the entire metropolis.

You’re sitting at home watching the news when you see this. What crosses your mind initially is…

Continue reading →

The 2008 Alabama v Georgia game was heralded as a game where you would tell your children that you were there…

Resurgent Powers Collide