Hitting the Hotspots! - Issue 01: Intro
Our work here at Broadway Crew has curated a significantly wide reach since our inception in 2018. Over the years, we’ve popped up in various activations across the country, driven our Crew to lavish upstate check-in events, and brought our signature enthusiasm to lots of places beyond our titular ‘Broadway’ wingspan. We’ve got pins all over the map, and for good reason! Each event, show, and activation we partner with has a specific set of needs that we cater to, with the location being the top priority every time.
In this column, Hitting the Hotspots, we’ll be going through the journey of building our map, and all the key decisions that make or break a successful street team approach. Where do we go when we have a killer one-woman show Off-Broadway that wants pushing? And where do we go when the next blockbuster wants to drum up some hype? Every show and activation is different, and developing key personalizations for them has had many surprise successes and fail-forward learning moments that have been instrumental in our growth as a company. It has also given us a vital self-awareness of what sets us apart from other marketing companies in our industry.
The advice in these articles will bring you along to our journey, anywhere from capturing the perfect flow for selling a show on the outskirts of Times Square, to which communities in the city could benefit the most from a certain activation. Broadway Crew is focused on the most important component of our job: how to get the show to sell itself. Our initiatives allow us to be a necessary catalyst for shows and events to build their perfect community. We get those enthusiastic faces out there, and while this work can easily devolve into something apathetic and robotic, our goal is to innovate and reject that notion.
It’s paramount that we remember that the right flyer in the right hands at the right time can greatly impact both a show and an audience member. Shows we’ve worked with, like Moulin Rouge and A Strange Loop, that celebrate diversity and break new ground for stories, are essential for audience members who have been overlooked in the canon for so long. Partnering with these groundbreaking shows also means curating that same progress in their audiences! We build our map to locate certain demographics of folks who deserve first access to those seats, making accessibility and customer service our top priority in doing say. That has been the most special part of this experience the past couple of years - trying our best to make the changes we’ve always wanted to see, and working with a Crew who reflects that hope for the future of Broadway and beyond!
We’ve worked with so many people who have shared that vision with us, who go out there on the field and try all of the best (and worst) spots so we could build out our perfect map to customize to each client’s specific needs. As demand for more diverse audiences grows, our motivation to perfect these routes grows even stronger! Follow along as we share testimonials, tips, tricks, and more as we continue to build our ideal map for marketing and more!
