I’m not at the AMA conference this year, yet, despite the fact that I’ve a habit of being über critical of it, I find myself with a tinge of jealousy. People gathered round chatting about arts marketing, the challenges they face, the solutions they have come up with, a melting pot of arts geeks with fabulous shoes drinking white wine is, at points, glorious. While for the last few I’ve been to I’ve got more from the networking side than the speaker side I think they’re, broadly, a good learning experience and great for building confidence in what we do, how we do it and the possibilities that risk and experimentation offer. While jealous I’m also excited that another of our marketing team is having her first AMA conference experience and so instead I find myself at work, tuning in via tweets.
My first AMA conference was around 2007 when as a fresh-faced Marketing Assistant I listened eagerly, took everything as gospel and drank so much I got hideously ill on the final day (which I disguised with Red Bull) after finding myself dancing in a Tikka Bar at 4am the previous night. I remember looking round at veterans of the conference and wanting to be them, to do the jobs they were doing. Now I find myself in that position and I wonder what I’d have told the 2007 flowery silk shirt wearing edition of myself to prepare him for the road ahead.
So, here’s the top 10 things I’d mention. If you’ve any to add then comment below.
- Don’t lose sleep over sales
You’ll have a show, probably multiple shows that won’t sell. The one thing that won’t help is being tired, grumpy, staying up until 4am to run countless sales comparison reports and changing the formatting of an ever growing to do list. I can’t state this enough – it is a job – you need to find a balance between life and work and make sure there is a divide. I have seen arts marketeers have near breakdowns through worry. If you feel like this then talk to someone. If you think someone is feeling like this then talk to them. If people are racking up 20hrs of lieu time every week then it’s a sign. Fresh minds approaching what you’re doing beats tired ones every time.
- Lose sleep over sales
Ignore point #1 completely sometimes. Sometimes you have to go hell for leather. Sometimes you have to [insert generic metaphor] or [insert another generic metaphor]. There are times when you’ll have to work late, where doing that extra will make a difference. But, and this is a big one, prioritise the easy wins (which mightn’t be what your creative director thinks or what the cast of the play thinks needs to be done – posters on the toilet doors of pubs can wait) and make sure you take the time off to balance it out.
- Knowing what didn’t work is hard
After each show 40 people will have an opinion on why it did or didn’t work. In a wonderful marketing world you’d evaluate and work out exactly what did or didn’t succeed – in a venue with a fast-moving programme that is hard (or specifically, finding the time for it is hard) – it can be so tempting to get on board with the “wrong image”, “wrong copy”, “no names” bandwagon. Honestly, most of the times the thing for sure you can say is “it excited people” or “noone came”. If it’s the former then survey them, if it’s the latter then, well, wait until you hit a success and spot the differences.
- Make friends, stay friends
This is dead easy. Meet as many people in the other venues near you as possible. Go for coffee, organise drinks, do a Christmas night out. I was incredibly lucky when I went to Liverpool in that Sarah Ogle from the Everyman took me for coffee and cake and we chatted about our respective venues for a couple of hours every month. It’s a support network that is essential, without it I would have found my job infinitely harder. Your problems are never unique, your venue isn’t a snowflake, or a special case, someone else will have experienced something similar – it’s just a question of finding them and asking them.
- If/When you fuck up admit it quickly
Obvious. Seriously, it means you get problems solved quicker. Everyone has fucked up at some point. You’ll feel better having told someone and people will (generally) respect you more for ‘fessing up and taking responsibility.
- Pick your battles
This blog is increasingly turning into Sun Tzu but it is true in my experience. Most venues project a persona of being nimble, flight of foot and quick thinking – imagine them as a jet ski, dodging waves and errant surfers – in reality most are oil tankers – no one decision turns it round, instead hundreds of processes, steps and moments do. Also, most battles aren’t battles, they’re the start of a series of skirmishes.
- Rome wasn’t built in a day
Thank you Paul Clay for hammering this into my face. Don’t try and change everything straight away. When I started at Unity I though, “well, on day one I’ll analyse, day two I’ll do the change, day three I’ll reap the bounty and on day four I’ll rest, three days faster than God.” Nope. Things take years. One year to move up a level. One year to move something from average to better than average. Ten to go from shit to perfect. Unless you have a huge team and infinite budget in which case knock yourself out.
- Noone remembers how things were, only how things could be.
After you’ve been at a place for a year you’ll forget everything you’ve achieved. Write it down. It’ll be useful when you’re trying to value yourself and also if you need to remind people that, in fact, contrary to popular belief, things have changed.
- Don’t be a cock. Or at least try not to be.
Obvious really. But people remember and everything will come back to haunt you (or save you) in the end.
- No-one dies because of theatre
Sometimes we forget that we make theatre/art. We are in an incredibly privileged position. We should share our passion for what we do. We should be frustrated when things don’t go right. But there is more in the world than theatre. There is love, football, Danish furniture, The Wire, Coffee made by hipsters, birds singing, the sound of the sea crashing onto a beach, lust, sweaty nightclubs, cool bars, hungry children, warm embraces, loss, pub lunches next to rivers and much more… When you feel stressed, want to cry, feel a tear in the corner of your eye, remember this.
- And one for luck…
If you look at something you did three years ago and you think it’s better than what you’re doing now then consider a career change. Constant improvement is what the arts deserve. Nothing more and nothing less.
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If you didn’t then shhhhhhhh, quiet time.