Reader,

April showers are pummeling my world but it won't dampen my sunny outlook on the spring productions I see so many of you rolling out! (More on rolling out later in the newsletter.)

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LET'S READ

I've been thinking a lot about trigger warnings and content ratings in theatre.

I see some theatres overly preparing audiences. I worked with one so focused on warning their audiences, that they did a fifth warning point at curtain speeches, inviting audience members to stand up and leave and then come back later after the first scene ended. What?

I cringed.

I advised them to alter that strategy.

That's about as much as I could do.

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One Point Of View

There's the perspective of Gregory Doran from the Royal Shakespeare Company (former Artistic Director). An excerpt from The Stage:

When asked his thoughts on content warnings in the subsequent Q&A, Doran replied: "I hate them."

He added: "How do you do [content warnings] for Titus Andronicus? You just don’t come. Don’t come if you are worried, if you are anxious – stay away."

His comments follow criticisms of content warnings by actors Matt Smith and Ralph Fiennes earlier this year. Both actors also called for them to be scrapped from theatres.

That's pretty radical.

Why Content Warnings?

Let's remember why they exist:

Content warnings/trigger warnings are about giving an audience the appropriate information needed to choose what they want to be exposed to. Proponents of content warnings argue that the warnings protect folks who are recovering from trauma from having a serious physiological response, like a panic attack, in classrooms, theatres, and other places of entertainment. The goal of using them is to protect the most vulnerable audience members.

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Impact On The Experience

Many artists believe that content warnings/trigger warnings discourage audiences from engaging with content or viewpoints that are important, but may cause discomfort.

Some believe that content warnings can reveal too much about a work of art in advance, stifling an audience’s reaction to a piece by offering too much information in a content warning.

Others argue that even though there are lists of common content that could trigger a reaction, it is difficult or even impossible to know what might trigger any individual on any given day.

I side mostly with this point of view.

Here's how I counsel my clients: encourage conversation-- human-to-human-- for those who need or want to better understand the production content. Here is a sample statement you can customize:

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[Optional: Statement about language sensitivities in the production.] [name of theatre] does not offer advisories about subject matter, as sensitivities vary from person to person. If you have any questions about content, age-appropriateness or stage effects (such as strobe lights or theatrical fog) that might have a bearing on patron comfort, please contact the box office at [phone number] or email us at [box office email]. We encourage you to reach out to us.

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Over Communicate Across All Marketing Touchpoints

This statement belongs on your website, on your ticketing path to purchase, as part of the script of telephone sales, and most definitely in the copy of pre-show emails.

A customer should be able to read it anywhere they may be in the consideration phase or post-purchase phase of preparing to attend a performance.

I do not recommend putting it in social media, advertising, or press releases.

You of course need to partner with the show's director to appropriately answer the question should it be asked. Marketing, box office, front of house, and development all need to be aware of the parameters should they be asked by an audience member or patron. Everyone needs to say the same thing.

How does your theatre handle this topic? Hit reply and let me know your thoughts. I'd love to learn from you too!

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LET'S LEARN

Subscribing for the month of April to Colleen Dilenschneider's Know Your Own Bone newsletter will be the best $9.95 you spend if you buy advertising for your theatre. And I sure hope you do advertise, friends. The first study since 2015 on audience acquisition marketing spend analysis for performing arts organizations is here!

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How Much To Spend* On Marketing Today?

Overall, the data suggest that the “sweet spot” for audience acquisition investment for performing arts organizations is in the 14.2-20.4% of applicable earned revenues range.

The average audience acquisition investment [in paid media*] made by organizations achieving ≥92.0% of their respective market potential was 17.2%.

The median audience acquisition investment [in paid media] made by organizations achieving ≥95.0% of their respective market potential suggested a slightly greater level of investment – 18.4%.

*These percentages reflect what should be spent in paid media - advertising. Not in non-working media such as graphic design, photography, video editing, etc. And I know. Those costs are not low.

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Budgeting for 2024/2025

As Colleen states, "Yes, 'great creative' matters – but it doesn’t offset an inadequate marketing investment. Sure, a viral social campaign can help…but it doesn’t negate the importance of other media channels. In other words, there aren’t exemptions from the need to invest in audience acquisition for visitor-serving organizations that rely on earned revenues.

The critical importance of marketing and marketing investments is frequently overlooked. Despite an abundance of data that these efforts are fundamental to achieving attendance, we still note that marketing budgets seem to be the first cut during tough times.​

The research is clear: The organizations that recovered fastest post-pandemic are those that sustained marketing investments throughout the time period. It is much more expensive to buy back lost audiences than it is to sustain investments, making drastic marketing cuts among the most expensive and short-sighted mistakes that cultural organizations routinely make."

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I know firsthand this to be completely, 100% true. If you are still playing catch-up and trying to win back the audiences you lost in 2020-2021 and also grow new audience segments at the same time, your marketing strategy and media spend need attention ... and likely growth in investment.

Feeling lost or not sure what to do next? Hit reply and let's talk. I'm happy to step in and help you plan!

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MUST WATCH

Can I offer you some feedback? Let's help our actors look better in promo photos. In our DTC work (Direct To Camera) take a cue from the photography world. Here are some tutorials from a great photographer, Dasante, who does helpful before and afters on Instagram:

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WHAT'S NEW IN THE LAB

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Ooooh, the theatres that are flying through Merrily We Roll Out: The Season Reveal Launch Plan program are learning new ways to grow awareness, excitement, and sales as they prepare their season announcement strategy.

Here's the thing: The launch price of $47 only lasts until the end of the month. You have lifetime access so even if you don't need it till next fall, grab it now!

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Until next time,

Julie