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When The Marketing Department Is Expected To Do A Lot Of Heavy Lifting

April 30, 2024

by:

Joe Patti

I know I have been citing Seth Godin a lot lately, but he has had a lot of posts that seemed relevant lately. One of his recent ones addresses how marketing is expected to do a lot of the lifting for a company. In his post, he suggests that it is because no one has clearly defined the boundaries of what marketing is supposed to be doing.

This is just an excerpt of the full list of roles he identifies:

That’s the first part of the confusion. It’s a group of people who can’t decide what the thing they do is supposed to be.

Is it:

Advertising
Publicity
[…]
Making the logo pretty
[…]
Maintaining the status quo and not screwing up
Keeping the website running
[…]
Community engagement
[…]
Customer service
Customer delight
[…]
Branding (whatever that is)

And seven other things we could name and argue about…

If people are confused about what they do, perhaps that’s why it’s hard to move forward. What’s this meeting for? How do we know we’re working on the right things? What’s important?…

I have been preaching that marketing is everyone’s responsibility on my blog since the early 2000s. Apparently, I have been preaching it a lot in real life too because one of the marketing staff at my job named the folder in which all staff members can place images, videos, stories, etc they collect during events “Marketing Is Everybody’s Job.”

While there should be clear boundaries about what the marketing staff is expected to accomplish, the concept of who contributes to the accomplishment of those goals shouldn’t be siloed. If the message being broadcast via different media channels is that You are the audience we want, the all members of staff need to know they have to reinforce that message when they encounter the potential audience.

Audience Relations, Building Public Will For Arts And Culture, Marketing/PR

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More Untruth In Advertising

April 29, 2024

by:

Joe Patti

Over the course of the years, I have written on the practice of chopping up reviewer quotes and fitting things back together to make it sound like the critic enjoyed the show. It is called contextomy, by the way.

Thanks to Rainer Glaap who sent me another great example written by reviewer and columnist David Benedict for The Stage.

Benedict cites one example where Ben Brantley, former critic for the New York Times and Jesse Green, the person who replaced Brantley, were both recently had reviews of a show quoted even though Brantley left the paper over three years ago.

Beneath the words “True art sparks debate”, the ad quoted opposing one-liners from two Times reviews: “A stirring blockbuster” – Ben Brantley and: “An overeager blur” – Jesse Green.

….But Schulman smelt a rat, not least because Green succeeded Brantley as the Times’ theatre critic more than three years ago. Brantley’s review was for an earlier incarnation of the show way back in 2018.

It gets worse. None of the words quoted from either critic appeared in print consecutively. Those phrases were assembled from words that weren’t originally even in the same paragraph, let alone sentence.

Benedict recounts an instance when he was having lunch at a friend’s house and told the other guests about how he was misquoted in an advertisement for a show in which he wrote:

“The Sweeney Todd sequence is built around the rhyme: ‘He’s got a chopper/ Oh, it’s a whopper.’ If schoolboy innuendo is your bag, book now.” Passing the Duchess Theatre a little later, I was less than pleased to see my name outside accompanied just two words from my review: “Book now.” After my complaint and much-feigned innocence and wringing of hands, the producers finally took it down.”

The twist to this story is that apparently that specific anecdote was used in the development of truth in advertising law for the European Union–only now that the UK has left the EU, it isn’t applicable.

To my astonishment, one of the lunch guests piped up: “It’s you! I know that story because I drafted the EU directive on false advertising. You’re cited in European case law.” The trouble is that post-Brexit, EU directives no longer apply.

Audience Relations, Legal Topics, Marketing/PR

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Choose Yourself Over The Long Haul

April 24, 2024

by:

Joe Patti

Seth Godin had posted on the 150th anniversary of Impressionism which is benchmarked from the April 15, 1874 art exhibition organized by a number of artists whose work had been refused by the prestigious Salon de Paris. The original show by the “Refused,” as Godin terms them, included 31 artists, among them were Claude Monet, Pierre-Auguste Renoir, Edgar Degas, Camille Pissarro, Alfred Sisley, Berthe Morisot and Paul Cézanne.

Godin notes that first exhibition was a failure, not even attracting 1% of the Salon show and garnering largely negative reviews.

One of the most positive things to come from the exhibit was a scathing satirical piece, the one that gave the impressionists their name. The insecure critics came to regret their inability to see what was possible.

And yet, the artists persisted. Year after year, eight times, gaining momentum each time, they returned, working their way from outsiders to become the dominant form of artistic expression of their time.

But most of all, so much easier today than in Paris 150 years ago, these individual painters did two things: They picked themselves and they did it together.

I am amused to learn that the Impressionist name actually came from a satiric piece.

I am not sure the moral of this story is to stick with it and one day you will succeed. There were 31 people who participated in the first event, but most of their names are unknown.

While I agree with Godin that it is important to pick yourself and that it is easier to do today than it was 150 years ago, eight years is an eternity in terms of trend and tastes and people’s expectations of results. Success might be possible sooner, but how many people have the endurance to wait that long to gain recognition.

That said, I still remember seeing Sen. John Fetterman speak at an APAP conference when he was still mayor of Braddock, PA and spoke about an observation Sen. Arlen Spector made about it taking seven years for any sort of policy to garner enough momentum and support to become implemented.

Advocacy, Art(ist) Education, Working In The Arts

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Getting All Eyes And Minds On Accessibility

April 23, 2024

by:

Joe Patti

Yesterday, the Western Arts Federation (WESTAF) sponsored a webinar on accessibility lead by Betty Siegel, Director Office of Accessibility and VSA at The Kennedy Center.

Siegel was absolutely fantastic. Her presentation was dynamic, full of relatable examples, and humor. One example she gave as the best sources of information about the history of accessibility was Comedy Central’s Drunk History episode on Judy Heumann’s early advocacy for disability rights. She frequently claimed the Drunk History series was a primary source of information for her.

While she did talk about legal and human dignity issues associated with accessibility, the overall goal of her presentation was about getting staff and volunteers to the point of internalizing the philosophy of making spaces and events accessible. You can renovate the physical space and compose policies, but if everyone isn’t invested in the practice, situational barriers may arise that people overlook as problems.

The example she used was of a historic building that has stairs at the front door and a ramp to a side door. The janitor opens both doors every day, but one day he is absent an a staff/volunteer comes in and not being aware of the full practice, only unlocks the front door.

Interestingly, that aligned with an experience I had just a week earlier when I realized that cleaning or facility staff might be deactivating the powered doors in our buildings at night and no one was turning them back on in the morning. If someone hit the door plates, they wouldn’t open. So I had taken to tapping the door plates on my way in every day to make sure the doors swing open. But I also need to make sure everyone else is checking the doors as well.

Video of the webinar below. List of resources WESTAF provided below that.