Wednesday, March 05, 2008

A.C. Slater's full name? Anyone?

I am back... and would like to extend my own personal welcome to Mario Lopez. When are we getting Tiffani Amber Thiessen and Mark-Paul Gosselaar? Oh my god, why did they not do Barefoot in the Park?

So I got back on Monday, but I haven't had much time to catch up on the gossip, as I've been catching up on, I don't know, actual work. Thus this will be a more general topic.... Secrets of a Soccer Mom. Clearly, this is going after the Menopause the Musical audience.... but does it really have the name to capture them?

It's a marketing issue, I believe. Because Menopause had a genius title--like I Love You, You're Perfect, Now Change. But Secrets of a Soccer Mom could be ANYTHING. It could be about affairs, ala Desperate Housewives. But it's not. It centers on mother's talking about their lives at a soccer game. How do you make that seem interesting in marketing materials? Because there is an audience out there for it--it's the Menopause audience. But you have to know how to target them.

This is what Ken Davenport and his team does so well--target his audience. There is a crowd for Altar Boyz, Awesome 80s Prom and My First Time, but all three of those titles easily could have bombed. The reason they succeed is because of the way they come across, which is young and fun. And the right people got that message.

So let's first look at the Secrets website. First of all, on the flash it says "under the expert direction of Judith Ivey" credited to The Times and on the inside is a quote from the Times that says "the knowing direction of Judith Ivey." But, moving on. The champagne and theatre boutique is a clever ploy. The website is in general cute, which keeps the focus on that this is a comedy. So that's all good--but they need to get people to the website or the theater. It's not like everyone is just going there randomly.

My friend's mother lives in the NJ suburbs and belongs to a community group that sees theater. I saw her at a party a couple of weeks ago and I asked her if she was going to see Secrets of a Soccer Mom , but she hadn't heard of it. Now I'm sure they've done press and ads in The Record and Star Ledger... So why hadn't she internalized any of it? She is the audience... And I don't know the answer. Is it maybe that there needs to be flyers at the supermarket? This seems like a show perfect for train station and supermarket cart promotion. How about ads in the Pennysaver? Is anyone with me? That's really the audience that needs to be pitched and pitched again. I mean, my friends aren't going... It's all about these soccer moms. And these are busy women--you need to keep pushing for them in places you know they'll be.

Anyway, so I have no idea what I was thinking of that, but there you go. It will be interesting to see this in the long-run. We all know the audience is there. They have nothing else to go to. But we don't know if they'll come in droves to the Snapple Center. Stay tuned.

Sunday's post will hopefully be less random. Now I'm off to watch Project Runway.

14 comments:

Director said...

Albert Clifford is his full name, by the way.

123 123 said...

Nice post you got here. It would be great to read something more concerning that theme. Thank you for giving that material.
Joan Stepsen
Computer geek

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