Ad for the Onion

[York99]

Holy shit.

I really like just "IMPROV IS NOW."

I like Improv is Now, but I'm an improviser. We're not targeting improvisers or other theater people who know what improv is.

On the same panel discussion in Oberlin that Jastroch mentioned, someone brought up that they don't even like to put the word 'improv' onto marketing materials. I loved that concept. We don't need to sell improv, we sell an experience that happens to be improv. People relate improv to stand-up or "Who's Line" or geeks with matching t-shirts. We need to change that whole perception.

[York99]

Sell the image that we're cool; we're hip; we're cutting edge; we're have the same attitude they do, but we express it through comedy.

Embrace your inner dork/geek/insanity and let it out. That's how you have fun -- by letting go and NOT being cool.

We should not be selling "cool". If we were a fashion related industry, "cool" would be what we should sell. Sadly, people laugh at stuff that's different. That probably ties into those social strings that make us all want to be the same and belong to the group. And laughter is a social cue showing you are in agreement or deferring to whatever is being said.

We laugh at whoever we consider to be outside our social circle -- and for most of society, that usually means geeks, dorks, and outsiders -- people who are a little off-centered and kooky; but it can be the uber-cool, or the snobby elite. Basically anyone not "average".

When I helped organize the photoshoot for the new AIC poster campaign, I think those images where Jeremy & Kaci are being "stupid-happy" -- inappropriatly happy; goofy-happy; insanely happy -- play the best. They made us all crack up -- a lot -- and something that makes us laugh that much is good publicity.

Here's my vote:

COMEDY NEEDS YOUR HELP
[crazy happy photo]
[blurb about needing audience suggestions]
...The Austin Improv Collective: Tackling [boredom/ monotony/ tedium], one audience at a time."

...brought to you by -- AIC: everything from nothing

Again, we're not targeting other improvisers. Embracing our admitted inner nerd is not going to open ourselves up to the outside world. This is advertising, so we need to FORGET ABOUT PLEASING OURSELVES and figure out what's going to please our mysterious target.

Buying a Chevy truck isn't going to make you a rugged, outdoorsy construction worker who is always on call by the state police to get a jackknifed big rig out of a tunnel so you can let the ambulance get by. But it sells that image to couch potatos who want to feel good.

As for a Comedy Needs Your Help type of campaign, that makes us sound desperate. We need to adopt the attitude (at least in marketing) that we're doing the public a favor by letting them see us or something similar to that. Pleading never ever works. We must be rock stars, not charity cases.

[Asaf]

Here is a revised version inspired by Roy. And it is black and white because we are not going color for the ad.

Justin, I understand what you are saying. I am trying to avoid appealing to just improvisers as well. Which is why I am pushing for the movies line lead-in. I could suggestions of what you think would be stronger.

[Wesley]

On the same panel discussion in Oberlin that Jastroch mentioned, someone brought up that they don't even like to put the word 'improv' onto marketing materials. I loved that concept. We don't need to sell improv, we sell an experience that happens to be improv. People relate improv to stand-up or "Who's Line" or geeks with matching t-shirts. We need to change that whole perception.

Amen and we've discussed this on these forums a dozen times. And it's why I keep pushing the emotional angle. We have a product 90% of the people don't understand or have pre-formed opinions about. Therefore, we shouldn't sell our product, but what it does for you. However, I have a feeling that debate will just go round and round without resolution or agreement.

"Improv is now" is nice because you can change the lead in and keep it fresh. But merely having a lead in doesn't explain what improv is in any way. The sad fact is that "improv" is nihil dicit right now until we change that.

We do this in most things we do. We think what would be cool to us on the inside and fail to truly consider the wants, needs, impressions, concerns, or confusions of those who are outside looking in; those we are trying to reach. Let's at least do some rudimentary focus groups or something.

[improvstitute]

How about doing some focus groups with the audience while they are waiting for the show?

that's one...

Let's at least do some rudimentary focus groups or something.

that's two...

I believe mpbrockman gave this idea a nod as well. That's three. Let's make this happen. This will also address the problem of us marketing to ourselves (as improvisers). THINK OUTSIDE THE BUN PEOPLE!

Does anyone think focus groups are a bad idea?

[York99]

Here is a revised version inspired by Roy. And it is black and white because we are not going color for the ad.

Justin, I understand what you are saying. I am trying to avoid appealing to just improvisers as well. Which is why I am pushing for the movies line lead-in. I could suggestions of what you think would be stronger.

My strength lies in giving the direction and the reasons behind that direction. As far as actual creative content, my input is about as strong as anyone else's here.

[Asaf]

I have no problem with focus groups, but I am not delaying the advertising to see what the focus groups say. I want to get this in to the Onion within two weeks. If you want to do some focus group testing to affect what will go into the ad, I have no problem with that and if you come back with valid results, I will adapt to them, but it seems like a lot of work and delay that will go into it, so I need to stick by the original plan.

And if you do run some ideas by focus groups, which ideas are you going to run by them? What are you going to ask? I will do whatever you need to help facilitate doing that, except for delaying the print of the ad.

[mpbrockman]

Having asked around among some of my not-connected-to-any-of-this friends and neighbors I have run into an interesting question.

"What's improv?"

Once explained, most know what I'm talking about (often I have to invoke "Who's Line...") the point is that using the word "Improv" in the tag might be counterproductive.

Just thought I'd throw some more gum into this...

Focus groups with audiences not a bad idea. The obvious objection is - we've already reached those people, we should be trying to reach those we don't.

Lastly, love the idea of rotating bits over whatever the final tag is. Movies are so yesterday, sketch ya' later, etc. Variety within the basic brand works (just ask the folks at Jones soda or reach back for Barbashave).

[York99]

How about doing some focus groups with the audience while they are waiting for the show?

that's one...

Let's at least do some rudimentary focus groups or something.

that's two...

I believe mpbrockman gave this idea a nod as well. That's three. Let's make this happen. This will also address the problem of us marketing to ourselves (as improvisers). THINK OUTSIDE THE BUN PEOPLE!

Does anyone think focus groups are a bad idea?

Market research is a fascinating, yet very complex field. Informal, direct market research is probably all we really need here.

The best form is just to talk to audience members; get a sense of who they are (demographics and psychographics); discovering where they heard about the show; learning what it was about the ad/flyer/etc. that appealed to them enough to act on it; etc. This all before the show so you can get a response (particularly from newbies) that is untainted by the excitement (or dissatisfaction) of the show.

After the show, perform informal 'exit interviews' to find out what they liked, did not like, etc. If organized a little bit, you can compare perceptions before the show versus after the show.

In simpler terms: TALK TO PEOPLE. Everyone loves to share their opinions. The entire world is a director.

[Asaf]

I have already made up audience poll sheets to find out how people learned about the show. Copies were left at both the Hideout and Coldtowne. It is up to the theaters to enforce the use of them. I have tried with some results.

I have looked at some of the polling from the Friday night shows at the Hideout. Our audiences of course are mostly improvisers (no surprise there). But then there would be randomness: one night 7 people came in simply because they saw the sandwich board that said IMPROV COMEDY. Another night a group of 9 enterred TNA because of a plug on Austin360.com.

It is going to take a long time of consistent polling to get an accurate view of what people are responding to. We should definitely do this. But we are not going to get enough info by the time we need to get the ad out.

[York99]

Change the ad later. Just get it in there for now. There's too much planning/discussing without action anyway. It's improv. Let's jump off the cliff and work out the landing on the way down.

[Wesley]

How much is this jump off the cliff and what's the duration?

[Aden]

I pitched this line before. I really like it. I am not participating in a discussion about the theories behind marketing.

LAUGHTER IS THE BEST MEDICINE.

along those same lines:

COME GET YOUR DAILY DOSE...OF LAUGHTER.

also related:

WE'VE GOT THE CURE.

ps: I did not read the last three pages of discussion. Ok, I did...but I'm pretending I didn't.

[sara farr]

If Justin -- a guy with some marketing training -- thinks our target market's magic marketing word is "cool" -- we should use market strategies that hit on that.

So, what is cool? Overall, selling "cool" is selling privilege and exclusivity because there are things that are "in" and "out" of fashion:

IN (adjective)
1. currently fashionable
a : extremely fashionable <the in thing to do>
b : keenly aware of and responsive to what is new and smart <the in crowd>

Therefore we need a marketing strategy that hits on an emotional level about feeling "privileged", or taking it one step further and being the trendsetter. This can lead to "status". Can we play with a low status looking person becoming the high status person in the ad?

"Improv Comedy. Entertainment tailored just for YOU."
(show a laughing guy in boxers and dress shoes being tailored for a suit by several trendy, sleek improv actors).

[Asaf]

The jump off of the cliff is $310 a month and we were going to go in for 3-4 months. We will have the chance to update the ad at any time. I agree with Justin, we need to just do it. I am going to take a week to coordinate all this and get it in going with whatever seems strongest. Right now it seems like it is Improv is Now with some sort of lead-in.