PEKOE POV
PEKOE POV
Helping Broadway Producers and Ad Agencies Speak the Same Language “Use your Broadway advertising to create a new kind of urgency” by Pekoe Group’s Jessica Ferreira for Broadway News — For years, urgency in Broadway marketing has been synonymous with scarcity. Language like “strictly limited,” “only X weeks left” and “buy now and save through X date only” is designed to mobilize audiences quickly. Today’s landscape requires a different approach. Many shows are not selling at a pace where scarcity tactics alone can carry their campaigns. Audiences have been conditioned by streaming and endless on-demand entertainment options to get what they want, when they want it, and they don’t respond to that kind of urgency the way they once did… Click To Read The Full Article