Advertising and marketing can be fraught with uncertainty. Even multi-nationals with millions to spend on Super Bowl ads each year grapple with the same simple question: will it ultimately drive sales?
But what is a smaller company to do with only a tiny fraction of those mega-budgets? And what about arts organizations who have only a fraction-of-that-fraction to spend? How do these organizations stand out and get noticed?
If you’re Andrea Loewen, director of marketing and publicity at Vancouver’s Pacific Theatre, you use honesty, humour and Facebook.
At first glance, Loewen’s recent Facebook update appears to be just another funny post. But not only does she say out loud what many arts publicists are thinking, she is doing what all marketing and advertising folks strive for: get noticed and get people talking. It certainly worked on me.
“Today I am writing subscription renewal letters at work and my marketing brain broke and started being too honest. This is the result.” – Andrea Loewen