Flawed Execution

Having done marketing (along with other things) in an organization with not much money and now doing marketing with an organization that is (relatively) well resourced, I think I can now say this . . .

Money doesn't matter as much as you would think.

Don't get me wrong, having money to advertise a show or execute a branding campaign is important but I have learned there is something else equally as important . . .

The ability to execute on your ideas. 

The ability to actually get things done, in real time, on the ground . . . in spite of the many predictable and unpredictable obstacles you will face.

I can think of about 10 organizations off the top of my head that I know for a fact have a plan in place that could bring them more audience, more money, etc.

But when it comes time to actually execute the plan, the whole thing falls apart.

This is particularly ironic fact of life for arts organization.  Everyone knows that the one thing most artistic groups do well is meet artistic deadlines.  If a theatre company is scheduled to open a show on Saturday then come hell or high water the show is going up on Saturday.

Often that level of execution is sorely lacking on the business end and that makes everyone life more difficult then it needs to be.

So remember, to have success in the arts you need smart people, you need creative people, you need talented people . . . but more then anything you need people that get things done.

Comments

[Tony]

That's a great point (and post) If we did as good of a job meeting non-opening night deadlines a lot of companies (my own included)would fare much better off stage.

[Laura]

Amen.

But also, I can see sometimes why this happens. Most small companies (with small budgets) have artists toiling as their staff. Without pay for administrative work. Their "pay" is the opportunity to do the artistic work. So of course they make time for the artistic work first. And then the administrative work (marketing and the like) has to compete with the other things the artist wants to do with his/her precious little free time (what's left after putting in 8 hours at a day job and 4 at rehearsal). Could be spending time with a partner, children, going to see other shows, knitting a sweater, whatever. And before you know it, this critical plan is getting cut back and adjusted and maybe even forgotten.

I'm not saying it's an excuse. I firmly believe that a company is bound to lose their artistic credibility if their business side isn't in order. And you're going to have to sacrifice to make that happen. I just know in a lot of cases, that's why it happens.