Archive for December, 2011


Performing Arts Holiday Marketing Recipes & José Mateo Ballet Theatre

ArtsBoston has done an admirable job orchestrating The Mayor’s Holiday Special  for performance ticket offers and an inviting layer of dining discounts to people attending shows.  Theater dining discounts are not a new offering, but the waves of group buying options this year have conditioned consumers to shop for a deal and a discount on practically everything.  Some have described the effect of these flurries of offers as “deal fatigue”.  There’s an artful balance to marketing, ticket offers, paying the light bill and staying afloat as non-profit arts entities.  Arts organizations are re-examining their marketing recipes for the holidays and year-round to boost attendance and stay financially stable.  Each has their own measure for print advertising, broadcast, direct mail, sponsorship, web, social media, community engagement, ticket offers and more.

I’d like to give recognition to Scott Fraser, Managing Director of José Mateo Ballet Theatre and an ingredient in their recipe.  Scott recently invited me to a gathering at their space at the Old Baptist Church in Cambridge called “Behind The Mirror”.  It’s conducted twice a month.  This was not a get-’em-in-the-door donor shakedown.  It was a very genuine introduction to the Theatre’s mission including the School, The Performance Company and the Dance for World Community Festival.  Apparently there were other non-profits in attendance to glean best practices from this organization marking a quarter century.  They’re not resting on a 25th year bash,  members of the organization talked consistently about long-term growth and community engagement as part of their recipe.

We left with 3 clear calls to action from  the José Mateo Ballet Theatre:

  • donate items for the performance space and events
  • volunteer
  • expand the organization’s network of friends, ticket buyers and invitees to future “Behind The Mirror” tours

This basic invitation to come in and be introduced by a friend may seem to be old-school in a digital world where Klout scores and the size of friends and followers matter, but this is part of a recipe that is growing  José Mateo Ballet Theatre Company.  Maybe that’s why their production of the Nutcracker flourishes in the competitive bright lights of the likes of Boston Ballet and the Rockettes.


Boston Wine Expo Farmer’s Market with Exhale Magazine

Boston Wine Expo

Thanks to everyone who sent this around through social media.  The food and wine crowds are wired, that’s for sure.

Building upon “Top Dish Boston”, our successful sustainable food event to promote local farms and producers Exhale Magazine is teaming up with the Boston Wine Expo to create a Farmer’s Market right in the middle of the two day event January 21st and 22nd at the Seaport World Trade Center.
On Saturday and Sunday, The Boston Wine Expo welcomes 3,000 consumers a day to a spectacular showcase of food and wine.  Strolling through the beautifully decorated hall, guests will experience the wine, food and culture of four regions of the world—Western Europe, the Mediterranean, the Southern Hemisphere and North America.  Our vision is to create an authentic indoor Farmers’ Market where local farms, producers and purveyors can display, sample 2 oz. servings and sell pre-packaged foods on site.  The Farmer’s Market will be situated for lots of traffic at the front of the Consumer Entrance in the North American region.
The Boston Wine Expo attracts an impressive crowd.  They appreciate great food – at home and dining out.  This is a great demographic to engage, attract as new customers to your property, add as Friends and Followers to your mailing lists, and to invite through social media to your participation at markets, festivals and events.
Farmer’s Market participants receive:

  • Table display at the Farmer’s Market pavilion.
  • Inclusion in the Boston Wine Expo Show Program

Please share this opportunity with everyone you think would enhance the Farmer’s Market and could benefit.  @exhalelifestyle will be promoting this on Twitter, so please follow along.
Tim Stansky 617 261-4600 ext 123

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