The Open Book Project: 3rd Week: Winding Down

I wasn’t sure if I should do another Open Book Project blog this week. I want to do a big wrap of the entire project, but there are still some final conversations to have and data to review before I’m ready for that. Ultimately I decided to do a short post this week to review the tactics that were implemented at the end of the run, and my final thoughts on the project will appear in another week or so. Without further ado here is the penultimate post in the Open Book Project.

This post is part of the Open Book Project, where I let you peek over my shoulder as I promote a theatre production.

Here’s what was originally planned for this week. (View the full marketing calendar.)

3rd Week

11/4/2013 echo positive reviews blog, soc med
11/5/2013 ticket trivia FB
11/6/2013 photos of first weekend crowds (best angle) blog, soc med


11/11/2013 thanks blog, soc med

Several more reviews showed up this week, notably a blog post at local arts blog Mission Intrigue Indy. Although the writer didn’t personally resonate with the new act, she did encourage the reader to go see the show. (From a purely marketing perspective, you have to like that at least.)

Trivia continued on the same pace with a few respondents, but nothing viral. A talk back was held again, and the second hand account I heard is that it was again strong discussion with a small, engaged audience.

After close

The Monday after close several nice thank yous went out privately. The only change I would have loved to have seen is for that appreciation to be expressed more publicly. It doesn’t affect the current production now that it has closed, but seeing that type of sincere appreciation expressed can take people a step closer to coming to see the next AUP production. It’s one more drop in the bucket.

Obviously we don’t thank people just as a marketing tactic. (Even I’m not that calculating.) If you’re putting together something that feels smarmy, abandon it as a marketing tactic immediately and just stick to thanking people in whatever manner feels genuine and appropriate to you.

But I would suggest if you do sincerely appreciate the contribution someone has made to the show, there’s no reason you can’t let the world know. In fact, some people truly like being thanked publicly.

Final thoughts on the Open Book Project yet to come.

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