This summary of the video was created by an AI. It might contain some inaccuracies.
00:00:00 – 00:14:12
The video explores the speaker's experiences in marketing Broadway shows like "Rent," "Chicago," "Big Fish," and "Hamilton." The speaker emphasizes the importance of focusing on emotional promises in advertising to enhance word-of-mouth marketing. They discuss the challenges of defining events effectively to appeal to specific audiences and reflect on the merging of hip-hop with history in promoting "Hamilton." Additionally, the role of theater in conveying resilience post-9/11 is highlighted, with efforts to create emotional promises for Broadway through various marketing strategies. The speaker recalls gathering Broadway performers for a TV commercial shoot, aiming to showcase the resilience and diversity of American art through the community's support.
00:00:00
In this segment of the video, the speaker reminisces about the emotional impact of concert ads in newspapers during high school and how it influenced his love for plays and musicals. He shares his experience with designing the logo for the musical “Rent” and how he marketed it towards Broadway fans rather than rock and roll enthusiasts. The importance of emotional promise and truth in advertising is highlighted as he explains his approach to branding “Rent” and the impact it had on the show’s success.
00:03:00
In this part of the video, the speaker discusses their approach to marketing Broadway shows such as “Rent” and “Chicago.” They talk about focusing on the emotional experience of going to the show rather than listing various elements for marketing. The speaker also mentions using black-and-white fashion photography for marketing “Chicago” to emphasize minimalism and make a lasting impact. Additionally, they highlight the importance of advertising that delivers on emotional promises to enhance word-of-mouth marketing.
00:06:00
In this segment of the video, the speaker discusses the importance of defining your event effectively to appeal to your specific audience. Key points include identifying your selling points, prioritizing them in order of strength, acknowledging any negatives, and ensuring that your promises are true. The concept of a “non-event” is introduced, emphasizing that failing to create a compelling and easily transferable event may default consumers to a negative perception. The speaker uses the example of marketing the show “Big Fish” and reflects on the challenges faced in defining it as a successful event. Various aspects of the show are highlighted, suggesting potential selling points like great reviews, leading performances, and unique elements.
00:09:00
In this segment of the video, the speaker reflects on his experience with the musical “Hamilton,” describing how he was convinced it could appeal to a broad audience if marketed correctly. He emphasizes the importance of not letting marketing overshadow the show itself, aiming for a diverse audience. The speaker discusses the challenge of merging hip-hop with history, recognizing that it might not appeal to all. They also highlight the significance of Broadway post-9/11 and the role of theater in sending a message of resilience. Marketing efforts focused on creating an emotional promise for Broadway through a television commercial involving various performers.
00:12:00
In this part of the video, the speaker recounts the experience of gathering Broadway performers at the Shubert theater in full costume to rehearse and tape a TV commercial in Times Square. Director Jerry Mitchell choreographed the event, with union workers contributing pro bono. The moment was emotional as the Rockettes joined in a kick line to show support. The goal was to create an emotional promise for Broadway, emphasizing resiliency, creativity, community, diversity, and innovation in the American art form.