Carolina Ballet Reaches Its Audience With “Tweet Seats”
For the second time in a month, I’ve had the distinct pleasure of being invited to be a part of a NEW format the Carolina Ballet is using to reach its audience. Young AND old alike are receiving invitations to select dress rehearsals to be a part of what they have termed “Tweet Seats”, an opportunity to Tweet all things about the ballet itself and the performance while watching the rehearsal of it. I say – brilliant.
Organizations that specialize in performance art (or any art for that matter) need to take note of what the Carolina Ballet is doing. In today’s economy every little bit of promotion for your product helps. Performance art IS a product that connects its audience in various ways – through art, music, musicals, plays, poetry readings, etc. The old methods of telemarketing campaigns, traditional advertising, email blasting, and the like are all viable methods still, BUT they should not be the end all for reaching out to your audience. You need to connect with them where they are and in today’s society many of them can be reached through social media platforms. What the Ballet is doing by utilizing Twitter as a real engagement tool in this way is unprecedented for our market. Orgs take note.
Being a part of Tweet Seats is an experience that we get to share with thousands of Tweeters across our area, region, country, and even the world.
Tweet Seats are FUN. We’re invited along with corporate sponsors and donors to view a Carolina Ballet performance before the public does. While many of us probably don’t give to the organization (for now), I venture to guess that many will in the near future. BUT, that’s not the main reason why the Ballet does it, or why we attend. Let me get that straight. Being a part of Tweet Seats is an experience that we get to share with thousands of Tweeters across our area, region, country, and even the world. What other marketing method allows you to do that? Not many.
We sip wine, chat amongst each other and the crowd before the performance. Then once it starts, we Tweeters have our own exclusive section of the balcony to Tweet to our hearts content without disturbing the audience below. The performance is always mesmerizing (the athleticism of the performers takes your breath away) and it’s fun to read the perceptions amongst our Tweeting crew through the hashtag of the Tweet stream that evening. At the first event it was #bwswan; at the recent one it was #cbdracula (a hashtag on Twitter is merely a means to categorize a certain topic using the # and letters or words).
I feel so privileged to be invited to participate each time (and I hope it never stops – hint, hint). I get to see the performance and help to market it at the same time. It’s a win-win! Besides, right now my budget doesn’t allow for me to donate to the Ballet so for me this is my way of giving back too.
EVERY performance-based organization should at the very least try this concept out. What a GREAT way to reach your audience, prospective donors and ticket buyers, and connect with your local social media community all at the same time.
Carolina Ballet Tweet Seats are time well-spent. I look forward to Tweeting at the next one! Tweet. Tweet.