Kampfire Kounsel 2012 

Katie Rosin 

Helpful marketing and public relations tips for Off-Off-Broadway productions.
text KAMPFIRE to 99222 or visit www.kampfirefilmspr.com


  • Top 10 Tips of 2012
  1. Focus on Customer Serivce
  2. Use Facebook/Twitter to Market your show
  3. Know your Audience
  4. Use social media to share news and not just sell tickets/fundraise
  5. Empower your team -- use everyone involved to market your show
  6. Make your subject line irresistible
  7. Take time for rest/vacation
  8. Manage your email with a email management system
  9. Value your small successes
  10. Remember to have FUN!!!!!


  • Marketing 101 for Actors
    For every OOBR/Indie theater show marketing dollars are short, and it is important to empower your actors to get out there and promote themselves and your show.  Kampfire has worked to create a 1-hour presentation for the actors in your show to self-promote.  Contact us if you are interested in having us present it to your cast.

    Here are 10 quick tips:
    1. Change your Facebook (self and page) cover photo and photo
    2. Invite all your Facebook friends to the Facebook event
    3. Update your status/twitter regularly
    4. Change your email signature
    5. Is your headshot presenting your best
    6. Do you have previous press quotes you can use to promote yourself?
    7. Update your website
    8. Create an exciting HTML email blast using a program like constant contact to email friends and family
    9. Use a special discount code
    10. Hand out postcards to places you frequent regularly.


  • What does success mean?

    For most of us it means sold-out shows, great reviews, and positive audience response. But what if one or all of those things don't happen? What next? Try to think about the goals of your production, why are you producing this piece, is it to be developed so it can go on to the next level? Is it the final masterpiece of years of work? Is it to showcase a group of actors? It is important to have GOALS in mind before starting pre-production. I often sit in a first client meeting and ask what their goals are for both the production and for PR.  Be goal-minded as small successes are often the most important.


  • Manage your email
    Every company should use an email management system, such as Constant Contact whose email marketing, social media marketing, event marketing, and online survey tools help small organizations grow their businesses by building stronger customer relationships.
  1. Subject Line: create an incentive to open the email. Include offers and keep it short (no more than 50 characters).
  2. Sender's Name: is the second most important element of your email. Make sure it is sent from someone whose name your audience will recognize.
  3. Keep it simple: Don't over clutter. Use simple fonts, attractive photos and clean graphics. DON’T USE ALL CAPS.
  4. Keep the width about 600 pixels, any wider and the reader will have to scroll horizontally – not a good idea!
  5. Make sure your logo is in the upper left hand corner of the email – as that is where the eye naturally falls first and where the reader will expect to see it
  6. Use both graphics and text
  7. Avoid words that trigger spam filters. Here's a good reference.
  8. 3 times' the charm (at least) so make sure that the call to action ie: "Buy tickets now" is repeated at least 3 times
  9. Make sure to test links and proof your email. Send it to colleagues to proofread – also check its readability on mobile devices. Remember to enable text and html versions your email as well.
  10. Follow-up: Send thank-you notes after performances with ticket offers to the next show or a questionnaire about previous performances
Remember to use this link when signing up for Constant Contact!


  • Rest

    Kampfire Films PR is on Vacation this month. We recommend that every hard working OOB artist take some time to rest and rejuvenate.


  • Make your subject line irresistible
    A few days ago I sent out my monthly Kampfire Newsletter with a spelling mistake in the subject line--oh, the horror! Simultaneously I was bemoaning an email which the content was dealing with a completely different topic then the subject reflected. It got me thinking about the art of subject lines. As someone who uses Gmail to organize emails, the subject line is important to my categorization, but it is also important because it is the NUMBER 1 thing that determines whether the email gets opened or not (the number 2 is the sender).

    Here are 10 tips/advice to writing subject lines that guarantee opening:
  1. Use a hot-button item in your subject, something your readers care about
  2. Use numbers in your subject line, adding something that is quantifiable such as "2
    days until the performance" or "only 10 tickets left"
  3. Use other people's subject lines as inspiration for your own
  4. Make the subject line "actionable" -- something that the reader can react to -- use deadline text
  5. Think of the subject line as a "one-liner" or a headline using twitter as a guide. It is said, subject lines should be five to eight words and no more than 40 characters long. Always use the "4-Us" Useful, Ultra Specific, Unique, Urgent (c/o copyblogger.com)
  6. Test your subject lines. Using the people who open your email most often, send that group two different subject lines and see which one gets the best response
  7. Break up your email list into specific interest groups. Send targeted subject lines to different categories of your list
  8. Be sure your subject line reflects the content of your email
  9. Be concise, skip articles, adjectives, and adverbs
  10. PROOF READ :)


  • Empower your team!
    It takes a village to market and sell shows.  Hiring a publicist is one way to raise awareness, but their job is to raise the awareness of your show to the media, not specifically to put BIS (Butts in Seats).  Like OBR and Broadway, you can hire a marketing team, a digital team, an advertising agency and more -- but who in our community has the money to do all that?

    Here are 10 simple things that everyone on your team can do to actively market your show:
  1. Change your email signature to reflect your current project and link to ticket  sales
  2. Invite all your local friends to the Facebook Event
  3. Tweet fun facts, funny jokes, favorite lines of the show
  4. Place postcards in your five favorite spots (coffee shop, dry cleaner, bodega)
  5. Upload photos to Facebook about the rehearsal, include fun facts or interesting inside information
  6. Once there are reviews, use favorite quotes on Facebook and Twitter to promote
  7. Use the company email blast to email all your friends about the production
  8. Carry the postcards with you where ever you go and hand them out to people you meet
  9. Think about other theater companies you have worked with or have friends in, maybe they would be interested in cross promoting
  10. Never stop promoting yourself, the company, and your shows...you are always working


  • Use Social Media to share news
    Twitter is a direct way to connect with people who are interested in and may care about your company. Use this social media outlet to share news and content about issues that matter to your company and the theater community at large. Hold TweetUps (a request by a user to meet with friends via Twitter) to connect virtually with your community and give them a "sneak peak" or a bit of new information. Use HashTags to raise awareness about a specific event. Twitter is a wonderful way to reach out and showcase the people behind your company.

    Organize your content like an internal news organization. Develop and launch various content on Twitter/Facebook/LinkedIn/Pinterest on a range of topics. Create an editorial calendar to capture your news but also don't just BROADCAST, you MUST ENGAGE. Share other people's stories, articles and posts that might ignite conversation--inform and entertain.

    Here are some people to follow: @kampfirepr, @NYITAwards, @nytimestheater, @NYT_Arts, @TheaterAudition, @playbill, @theatermania, @broadwayworld, @DougDawg13


  • Know YOUR audience
    The first thing companies say to me when they approach to discuss publicity is that their GOAL is to reach beyond their typical Friends/Family audience.  What’s wrong with their Friends/Family I ask?  The answer is NOTHING; those are the people who are going to help you build your Word-of-Mouth.  Those are the people who will support you through thick and thin.  Those are the people you should be embracing with open arms.

    When thinking about your secondary audience you should think about some very important questions: What is your mission? What are the goals of your production?  What are three adjectives that describe your ideal audience member? Describe them in as much detail as you can. Reference anything that applies: age, gender, sex, education, social/economic conditions, temperament, location, and family… What reaction do you want them to have when they see your show? What three pieces of information will be important to your audience? What do you want their take-away to be?  Once you identify these factors you can start systematically approaching the “right” places/organizations ect… that your ideal audience member may participate.

    Remember, audience building is an on-going process and it won’t happen overnight.  It takes a consistent systematic approach to reap any rewards.


  • Top 10 Twitter Tips for Marketing Your Upcoming Show
    So last month we gave you the top 10 tips for Facebook for marketing your show. Now here are the Twitter tips:
    1. Follow the people you would like to follow you
    2. Talk to them, converse, engage, interact
    3. Don't post the same things on Twitter that you do on Facebook, but do let them interact, support each other, or enhance engagement
    4. Use tags appropriately, identifying what you are talking about within a trend--but don't use too many.
    5. Don't sell and don't ask too much of your followers... Twitter is an engagement tool, tell them something new, that they didn't know before, or respond to a current event that relates to your production.
    6. Gain one genuine follower and you'll get 10+ from them, just by appropriate interaction.
    7. Don't be inappropriate on twitter: racist, offensive, abusive.
    8. Share the good and the bad, be honest, be yourself, be genuine.
    9. Put your twitter badge on everything from your website, email signature, Facebook, postcards...
    10. Use a Twitter tool to schedule tweets when you are unavailable, such as HootSuite or Co-Tweet.


  • Top 10 Facebook Tips for Marketing Your Upcoming Show
    1. Post a status update saying "Like my page" or "Like my upcoming show"
    2. Upload photos of upcoming show, actors, and other production elements
    3. Offer an incentive for people to sign up, such as discounts or special offers
    4. Add a Facebook "Like box" to your website
    5. Use Facebook tagging and tag people in the photos and who you want to like the photos
    6. Make sure to mention Facebook in all your marketing messaging, postcard, and email blasts
    7. Run a "Fans Only" contest
    8. Link your Facebook page to your LinkedIn Page, your Actor's Access Page, your Broadway World page
    9. Upload video to Facebook
    10. Engage with your fans and create an exceptional experience.

    Contact Kampfire to run your next Facebook campaign!


  • Focus on customer service.
    We all think that if we provide a great show, with a talented cast, fantastic sets, interesting script and perfect costumes that our audiences will be pleased. Perhaps they will, but push yourself to take that enjoyment one step further. For example, the the cell theater offers wine before and after the show, or MTWorks provides homemade refreshments, or a smiling face greeting them at the door before and after the performance.

    Think about ways you can add-on to their night's experience... can you get a local restaurant to offer a discount meal, can you send them home with a free gift? In Danny Meyer's book, Setting the Table he talks about the whole customer experience and not just the food at his fine-dining establishments.  We can learn something from concentrating on the whole experience, from ease of ticket purchasing, to a thank you for coming to a performance.  Pay as close attention to details off the stage as you do to what is on the stage to make a lasting impression.

For more helpful marketing & public relation tips check out these blogs by Katie Rosin:

And be sure to visit the Kampfire Films PR website.

Kampfire Films PR is a full service Marketing and Public Relations agency founded by Katie Rosin, offering exceptional and custom campaigns for each client’s unique needs and projects. Rosin was instrumental in the launch of the Broadway musical Brooklyn and the National Tour of Mother Load. She worked on the publicity team for the comedian, Jerry Seinfeld, and his movie Comedian. Antonio Miniño later joined the Kampfire Team, after having produced and marketed various fashion shows, theatrical productions, as well as produced and hosted for the award winning Fashion TV. Together they have represented companies of all levels, genres and aesthetics in the Arts. Kampfire Off-Broadway highlights include: GLAAD Award Nominee, She Like Girls, Ohio Theater; …Another Man’s Poison, Jay Sharp Theater; Swimming With The Polar Bears, 45 Bleecker Street; Much Ado About Nothing & American Rapture, Beckett Theater; Glimpses of the Moon, Algonquin Hotel; IT Awards recipient, Elizabeth Rex, Center Stage; Mother Load, Sage Theater; Wasps in Bed, Beckett Theater; Anaïs Nin: One Of Her Lives, Beckett Theater; Triple Threat: 2007 Drama Desk Nominee (mis)UNDERSTANDING MAMMY: The Hattie McDaniel Story, Theatre 5. Kampfire clients include: 3Graces Theater Co., Astoria Performing Arts Center, BOO-Arts, Maieutic Theatre Awards, New York Innovative Theatre Awards, New York Neo-Futurists, Nicu's Spoon, Oberon Theatre Ensemble, Pascal Productions, and Planet Connections Theatre Festivity.

Katie Rosin
Publicist New York IT Awards


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