Kicking Up Your Marketing

One of my clients, Bill Usher of Kicking Horse Culture in Golden, BC spoke with me about what he does to market performing arts presentations.

He speaks about the multi-pronged approach including posters (how many and where they are placed), sandwich boards on the main street (where the City turns a blind eye to the by-law infraction), email and web marketing, podcasts, newspaper ads and the face-to-face opportunities at the events themselves.

Bill also speaks about the importance of treating the touring artists well and making sure they feel welcomed and at home. This is probably because Bill was a touring artist himself and knows the impact this can have on the artist making a connection with the audience.

What really struck me about Bill’s comments was how important it is to cover a lot of bases. All the pieces go together into garnering long-term loyalty with the audiences.

It’s about branding.

According to Bill, there is still more they could be doing such as using Twitter and Facebook more to reach a different audience though he mentioned the risks of alienating one audience for another.

My interview is almost 40-minutes long, but if you’re a small-town performing arts presenter, I think you’ll get a lot from hearing what Bill has to say.

Interview with Bill Usher of Kicking Horse Culture in Golden, BC