Marketing Materials for the Distillery Tour
I used to think that “marketing” was a dirty word. Do you think it’s a dirty word?
The way I see marketing, it’s a way of telling people why they want to come see your play, without selling your soul to the demons of mass marketing.
Read “Jump Start Your Business Brain” if you want to know more about what I’m doing.
The Benefit Statement
A benefit statement is an expression of how the audience will be better off emotionally, for seeing your play (or volunteering for your theater, or donating money, or anything).
A benefit statement is not the benefit you provide. It’s not what you do. This is the hardest thing to understand about a benefit statement.
A benefit statement is about the emotional benefit the audience gets.
Examples of Benefit Statements
The Aurora Fox Theater
The Aurora Fox Theater in Aurora, Colorado, has a great benefit statement:
“Have fun, relax and get excited again.”
Take a look at their benefit statement in action on their Web site, http://www.aurorafoxartscenter.org/.
Another great benefit statement comes from Harlequin Productions in Olympia, Washington:
“Nourish your soul, stretch your mind, leap into a new world.”
I think they’ve stopped using it, which is a real pity, but in any case their Web site is at http://harlequinproductions.org/.
A Benefit Statement for the Distillery Tour
“Delight your palate, thrill your mind, support local businesses.”
This tells people that they’re special, intelligent people who appreciate the quality and uniqueness of craft liquor. It also taps into the growing movement in this country to support small, neighborhood businesses rather than large conglomerates.
The benefit statement goes on all of the marketing materials: Facebook, Twitter, their Web site, the poster, the press release, and anything else.
Ideas for Tweets
Twitter is a good place to market something you’re doing. You have to tweet a lot, though. People see so many tweets, you have to make sure they’re likely to see yours.
Some ideas for tweets:
- The benefit statement.
- Fun facts about distilling during Prohibition; famous liquors like Minnesota 13, Deep Shaft.
- Quotes from the play. “Money in potato sacks marked with an X. I feel like a gangster!” Sister Eucharista
- People’s opinion of Initiative 1183.
- Information about awards the distilleries products have won. (The distilleries will want this, even if it’s not the best marketing.)
- Appeal to the 99% ethos: “Made with local ingredients.” “Support small businesses.” “Oola Vodka is made from 100% organic wheat from a farm right here in Washington State.”
- Appeal to other customer needs. “Skip Rock Potato Vodka is 100% gluten-free.”
- Quotes from people, people like their customers, about the play and how much fun they’ll have listening to it.
How can you get the most contact with people from your Twitter posts?
Here are some strategies:
- Follow people who write about food, beverages, and entertainment – especially theater – in your area.
- Tweet about controversial topics: the TV show “Moonshiners,” what was the first distillery in Washington State after Prohibition, Initiative 1183. Ask questions about these topics.
- Find out what other businesses your customers patronize, what interests they have. Follow people who are prominent in those businesses.
- Participate in conversations with people you follow and who follow you.
- Follow your referral partners.
- Follow theaters in your area.
Next, I’ll talk about Facebook posts, and getting publicity from bloggers and newspapers.