Very well, thought out post.

I agree with you 100%. Being one that also wears both hats, and loves both aspects. I find it all about transferring that enthusiasm between the two.

Alas part of the problem seems to be the disconnection between the marketing dept. and the artist that has caused much of the dislike of marketing in the first place.

I remember watching an episode of Theater Talk that had director Terry Kinney and actor Thomas Sadoski of REASONS TO BE PRETTY. The topic of the marketing campaign for the show came up and the both looked pretty disgusted.

It seems the angle the marketers took had nothing to do with the play they were creating.

This presents a problem. It puts the the artists and marketing at odds.

This is why it’s important to work with the artists to latch on to their vision of the work as it develops. It’s the marketers job to translate that to the audience.

And as you say having someone who understands both aspects makes it easier to work out.

With a current client I’ve taken on the role much like you mention. I consider myself a liaison between the audience and the rest of the organization. My job, or the job of the person I’ve trained, is to find out what interests the existing audience. Then get that information to them.

We’ve seen greater involvement from the subscriber base by engaging them more like this.

Thanks for the post, Dennis.

Dave