Kampfire Kounsel 2014 

Katie Rosin 

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


  • Respect Your Freelancers

    You hire a freelancer, whether it be your lighting designer, director, or publicist because they have an expertise that you do not. Remember that they are hired to do a job for you, offer their guidance, and complete a task with their unique skills.  Yet, you are usually not their only client, as in this Indie Theater world people take on much more than their capacity in order to make a living, including the dreaded "Day Job".  Such is that there may not always be an immediate response to your email, an answered phone on a weekend or late at night, and a quick resolution to the latest crisis.  We have to offer people "Charitable Assumption" and assume the best in them even when we aren't getting exactly what we need in the moment.  Having the capacity to offer people the benefit of the doubt, will make the process so much more rewarding for everyone.

    Here is an interesting recent article from yesterday's Wall Street Journal: Stressed at Work? Blame Your Email.

    Here is another article referring exactly to what I'm talking about from DigitalMinded.com: How to Act Like A Professional Client


  • Engagement
    Engagement is a term we are often hearing thrown around in marketing meetings these days -- but what does it mean? Who are we engaging and how do we get them engaged? To the theater artist, we attempt to engage our audiences (put butts in seats), engage producers (move the show to a bigger venue), engage financiers, and more.  But are we really engaging? Or are we just talking AT them.  Make sure there is  always a two-way conversation, make sure you really LISTEN to what the other person is saying and that you respond appropriately.  This give and take relationship will be much more rewarding in the long run.   


  • Strike While the Iron is Hot
    Congratulations you are a nominee! (or you just opened a show, or you scored a great audition or a fabulous review) Now what? How can you best market this accomplishment? Start by acknowledging and sharing your success.

    From a branding standpoint every achievement adds to your cachet and now is the time to build on the energy and momentum your accomplishment afford you.  

    5 ways to start promoting your success today:

    1. Keep your website up-to-date: Information on your website needs to be up-to-date including a bold announcement of your current accolades. Set aside an hour every other week to refresh your website (set a recurring calendar reminder). Weed out photos that no longer represent your journey as a performer or production company, include the ones from your current activities - like the nomination party.
    2. Update your bio: Whether you are an actor or a producing company, make sure your bio includes a list of important and current accomplishments. You never know how it might affect an audition, grant proposal or potential donor.
    3. Add accolades to your email signature: Emails are the most effective method of communication these days and your signature is a reoccurring message that goes out with each and every email. What better way to share the accomplishments that you are most proud of.
    4. Send out your newsletter:If you have a mailing list, send out newsletters on a regular basis. Definitely include all news worthy items. Help create a personal bond by sharing your insights, excitement, thoughts or interesting anecdotes.
    5. Follow up with agents/producers/managers: Recognition for your good work is the perfect ammo to follow up with agents or producers with whom you have been fostering a relationship. Just make sure you’ve definitely completed steps 1 and 2 before doing so.
There you have it!  Would love to know what results you received after applying these easy steps. See you at the awards ceremony.


  • Success Should Be Shared
    This idea is multifaceted:
  1. Always recognize the people who contributed to your successes including collaborators and your audience members. Spreading good will around makes people feel appreciated and ultimately more invested in your work.

  2. Make sure to let people know about your successes. Good news is a priceless marketing tool. Not only should you trumpet it on Facebook and Twitter, but include it in bios, email signatures, press releases and any time you have an opportunity to talk about your work.

  3. Take time to share the success of others. Not only should you celebrate your own work but you should also recognize the the achievements of your collaborators and the accomplishments of your fellow artists.

"The more you praise and celebrate your life, the more      
          there is in life to celebrate."  
  ~ Oprah Winfrey


  • Good marketing & promotion includes both science & fiction

    Here's some science:
    1. Customers are more apt to take action when the message is addressed to them. Research shows that using the words "You" or "Your" results in higher responses
    2. Action words inspire action: titles and tweets that are packed with action words lead to more interactions
    3. The rule of effective frequency in marketing says that a consumer must see your message at least 3 times before they even notice - and 7 times before they'll take action 
    4. Check out this TED Talk about the New Science of Marketing
You bring the fiction:
It is what OOBers do best, create a narrative that will capture your customer's imagination and embed your project in their mind. Focus on odd, provocative or innovative aspects of your production that will excite them to see how it is executed and what you will bring to the stage.

Knowing the science and utilizing fiction can help you craft a marketing message that will appeal to audiences and get results.


  • Harness Technology
    Using technology and social media to promote your show is easy, and should be utilized by both the production and the individuals involved.

    Here are three simple beginning tasks you can do today:
    1. Create a Facebook event and share it with the entire team (consider boosting posts for a small amount of money--they have been proven to work)
    2. Create an email blast that each individual can send to their entire lists
    3. Have everyone change their email signature to include the show and a link to tickets--that way every email they send promotes your upcoming production

    In the meantime, check out this new website, Stage17.tv, harnessing the theatrical talent of Broadway (and beyond) to create new and exceptional web series for their demographic (which is also the theatre going demographic, women ages 25-55, LGBT, "evolved male”). Stage17.tv is a "hub of must-see web series" (USA Today) aiming “to lure a demographic of 25-to-54-year-old females by using Broadway as a jumping-off point,” (Variety) by producing and presenting original and curated entertainment for the world’s largest stage — the Internet.


  • Document your press
    It is important to keep a file (digital and/or print) of whenever a journalist writes about you or your organization (Press Clippings). A strong press packet can be used when submitting for grants, performance space, and more.  Plus, you can use positive review quotes in future production's marketing --ie: Facebook, Twitter, Postcards​

    Press can help put BIS (Butts In Seats) but it is what you do with that press which makes the larger impact.​

    Don't have press clippings?  Work with an OOB publicist on your next production, raise awareness on your show, and build this very important book.

    "Since live theater is ephemeral, especially for OOB/indie theater, [reviews are] a record of what took place. It says 'This happened. It was here.'"
                                                                                   ~Ken Simon


  • Who do you love?
    Invest in your most devoted audience members. The first rule of marketing is that loyal customers deserve the lion’s share of your marketing efforts. These are the people who already believe in you and who are already spending money to see your productions. They are often our best cheerleaders helping to spread positive word of mouth and bringing guests and additional audience members with them. Best of all they are the easiest and least expensive market for you to reach. Think of them as the foundation upon which you will continue to build your audience.
    • Give them incentives such as discounts or special access
    • Ask them to be your guest at a party or performance
    • Show your appreciation by mentioning them in the program or dedicating a performance to them
    • Ask them to provide a quote about your company that you can share on social media
In short, give them some personal attention and show them that you love them.


  • Time to Take Stock
    New Years is traditionally the time when we all take stock and review our previous year. It is also an excellent opportunity to assess your marketing efforts to see which tools are working best for you. Identifying which technique(s) are actually working will help you focus your efforts and minimize extraneous costs and manpower.

    In order to realistically evaluate your marketing efforts, you need to be able to track which tools are generating the most audience. Trackable discount codes are a great way to start. Assign each marketing tool its own code: postcards get one code, facebook posts/ads gets another, etc. Then evaluate which codes produce the best response. Tracking tools such as Google Analytics can also help evaluate your online efforts.

    Setting up assessment tools is an important, but often overlooked first-step in developing an affective marketing plan. 

    Happy New Year!

For more helpful marketing & public relation tips check out these blogs and articles 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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