Jim Glaub, VP of Content and Community at Broadway ad agency Serino/Coyne, wrote a great response to my piece. After talking with him, several things came into focus:
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“Facebook is rewarding video content. It’s getting views, shares and commented on,” saidJim Glaub, creative director of content and community at Serino/Coyne, a Broadway-focused advertising firm.
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Last year, Art Meets Commerce introduced a Facebook ad campaign to promote an Off Broadway run of the musical “Fela!” The campaign aimed at Facebook users with interests like theatrical shows or Afro beat. According to the company, it generated 18 million impressions, more than 5,700 clicks and $40,000 in ticket sales — all for $4,400 spent on advertising.
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Glaub says, "People leave the show and jump onto Twitter to tell their friends how much they liked the show. It's been especially helpful when people with large followings tweet about it, increasing our followers and exposing the show to people that may not have heard of it."
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Jim Glaub, whose Web marketing firm Art Meets Commerce reps clients including the Finn revue, says: “Even if viewers aren’t immediately buying tickets, they’re getting a raised awareness of the show. It’s a greater amount of impressions, and in marketing, that’s everything.”
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