CIC 2008 Keynote Speaker

21st Century Marketing Campaigns

Moderator: Alex Hodges, Nederlander Concerts
Dianna Jason, Power 106
Eric Kohler, AEG Live
Brad Locker, Live Nation
Debra Rathwell, AEG Live
Jennifer Yee, Clear Channel Radio

Jennifer Yee, Alex Hodges, Debra Rathwell, Brad Locker and Dianna Jason

Debra Rathwell expressed surprise at how packed the room was. She shouldn't have.

"We thought there'd be 12 people here. Michele Bernstein, when she was going to be on the panel, was going to bring wine and cheese.

This must mean people have the same concerns we have, which is it's becoming increasingly difficult to find your audience in a niche market."

Marketing isn't a very sexy topic. But, then again, losing money is total impotency. It's tough to figure out how to market shows. However there is solace in knowing that even companies like AEG use unsophisticated methods to gauge audience demographics.

"When we did 'Dancing With The Stars,' we didn't know who the audience was going to be," Rathwell said.

Debra Rathwell

"When the show debuted in San Diego, we literally ran to the front entrance and saw people in walkers and Christmas sweaters."

Hence, the marketing skewed toward newspaper ads.

"When the Spice Girls played in Vancouver, everybody was 16 to 23 and female. They had the Spice Girls' records for nine years and this was the first chance to see them. No moms, no kids - just the occasional boyfriend who was dragged along."

Answer: radio.

"There's huge changes at radio," said Jennifer Yee, who operates marketing for Clear Channel Radio in Phoenix. "In the old days, promoters expected tonnage - 300 to 500 spots. ... But now more PDs (program directors) and jocks are promoting the Web site."

Yup, the Web is key, as are e-mail blasts and text messaging. And, as Brad Locker pointed out, unlike a print campaign, a Web-based pro-motional initiative can be supported by data, like unique page views.

"To say concert marketers are behind the times is kind," Locker said. "When concert marketers go to radio stations with big shows and we get the retort, 'Sure, we'll take 10 tickets and put them on our Web site,' it gets our stomachs churning. But we should reply, 'What can I do to get my promotion in better shape and get it on the air?'"

After all, radio Web sites are be-coming increasingly sophisticated, and they should be incorporated into the marketing plan.

Maybe it was just a matter of time before the two radio people on the panel started to answer the bulk of the questions. There was plenty of interest in what radio can do for the concert industry these days.

Unfortunately, Yee and Jason agreed on practically nothing. For instance, when it comes to giving radio stations comp tickets for promotion, Yee stressed quality.

"We can do more with two front- row tickets than we can do with 100 balconies. We're looking for unique on-air, unique onsite and unique online opportunities. One hundred balconies? Not so unique. Two front rows and autographed guitar? More unique."

Jason agreed but "some will just be happy to take any ticket to a major show. I'll accept any ticket to see Jay-Z at the Hollywood Bowl."

The PDs and jocks at Yee's stations will promote the Web site during the breaks. Jason's people are told to talk about music during the break. One liked presales more than the other.

Alex Hodges

Alex Hodges asked them how to market artists who are not part of the rotation anymore. Jason had a quick response: Talk to the PDs about doing "guest DJ" spots. Lionel Richie, no longer in rotation, was a recent guest DJ. And it doesn't take much time out of the artist's day - but it sounds like the artist was in the studio the whole afternoon.

Also, sure, e-mail promotion is important, but how often do you alert your audience to a show before it rebels?

"The first e-mail should be disguised," Rathwell said. "Just announce the show and onsale. The second one is Ticketmaster saying these shows are going on sale and the third one is your newsletter with all the shows, and it's buried inside. But you can't repeatedly beg them to buy tickets. They'll just hit delete."

Locker, like so many, had a question for the radio people, basically asking if they would consider having "clients" sponsor promotional giveaways. He got the answer he wanted, and so much more. Turns out Jason is sick of doing concerts that promote the radio station.

"Sign me up now," Jason said. "Sign me up now! I don't want to do shows. Give me my vendor booth, some comp tickets, some signage. You promote the show, keep the profits, and I'll carve out adverts for you."

"Great," Locker said. He stood up. "Panel's over."

Last updated March 26, 2008 Click to go back to Schedule Page


	21st Century Marketing Campaigns Moderator: Alex Hodges, Nederlander Concerts Dianna Jason, Power 106 Eric Kohler, AEG Live Brad Locker, Live Nation Debra Rathwell, AEG Live Jennifer Yee, Clear Channel Radio Jennifer Yee, Alex Hodges, Debra Rathwell, Brad Locker and Dianna Jason Debra Rathwell expressed surprise at how packed the room was. She shouldn't have. "We thought there'd be 12 people here. Michele Bernstein, when she was going to be on the panel, was going to bring wine and cheese. This must mean people have the same concerns we have, which is it's becoming increasingly difficult to find your audience in a niche market." Marketing isn't a very sexy topic. But, then again, losing money is total impotency. It's tough to figure out how to market shows. However there is solace in knowing that even companies like AEG use unsophisticated methods to gauge audience demographics. "When we did 'Dancing With The Stars,' we didn't know who the audience was going to be," Rathwell said. Debra Rathwell "When the show debuted in San Diego, we literally ran to the front entrance and saw people in walkers and Christmas sweaters." Hence, the marketing skewed toward newspaper ads. "When the Spice Girls played in Vancouver, everybody was 16 to 23 and female. They had the Spice Girls' records for nine years and this was the first chance to see them. No moms, no kids - just the occasional boyfriend who was dragged along." Answer: radio. "There's huge changes at radio," said Jennifer Yee, who operates marketing for Clear Channel Radio in Phoenix. "In the old days, promoters expected tonnage - 300 to 500 spots. ... But now more PDs (program directors) and jocks are promoting the Web site." Yup, the Web is key, as are e-mail blasts and text messaging. And, as Brad Locker pointed out, unlike a print campaign, a Web-based pro-motional initiative can be supported by data, like unique page views. "To say concert marketers are behind the times is kind," Locker said. "When concert marketers go to radio stations with big shows and we get the retort, 'Sure, we'll take 10 tickets and put them on our Web site,' it gets our stomachs churning. But we should reply, 'What can I do to get my promotion in better shape and get it on the air?'" After all, radio Web sites are be-coming increasingly sophisticated, and they should be incorporated into the marketing plan. Maybe it was just a matter of time before the two radio people on the panel started to answer the bulk of the questions. There was plenty of interest in what radio can do for the concert industry these days. Unfortunately, Yee and Jason agreed on practically nothing. For instance, when it comes to giving radio stations comp tickets for promotion, Yee stressed quality. "We can do more with two front- row tickets than we can do with 100 balconies. We're looking for unique on-air, unique onsite and unique online opportunities. One hundred balconies? Not so unique. Two front rows and autographed guitar? More unique." Jason agreed but "some will just be happy to take any ticket to a major show. I'll accept any ticket to see Jay-Z at the Hollywood Bowl." The PDs and jocks at Yee's stations will promote the Web site during the breaks. Jason's people are told to talk about music during the break. One liked presales more than the other. Alex Hodges Alex Hodges asked them how to market artists who are not part of the rotation anymore. Jason had a quick response: Talk to the PDs about doing "guest DJ" spots. Lionel Richie, no longer in rotation, was a recent guest DJ. And it doesn't take much time out of the artist's day - but it sounds like the artist was in the studio the whole afternoon. Also, sure, e-mail promotion is important, but how often do you alert your audience to a show before it rebels? "The first e-mail should be disguised," Rathwell said. "Just announce the show and onsale. The second one is Ticketmaster saying these shows are going on sale and the third one is your newsletter with all the shows, and it's buried inside. But you can't repeatedly beg them to buy tickets. They'll just hit delete." Locker, like so many, had a question for the radio people, basically asking if they would consider having "clients" sponsor promotional giveaways. He got the answer he wanted, and so much more. Turns out Jason is sick of doing concerts that promote the radio station. "Sign me up now," Jason said. "Sign me up now! I don't want to do shows. Give me my vendor booth, some comp tickets, some signage. You promote the show, keep the profits, and I'll carve out adverts for you." "Great," Locker said. He stood up. "Panel's over." Last updated March 26, 2008 Click to go back to Schedule Page