There's No Business That's Not Show Business: Marketing in an Experience Culture

Chapter 8Extending the Impact of Your Show

The core strength of show business is that it breaks the boundaries of traditional communications and finds ways to engage audiences in interactive or face-to-face experiences. Many shows, however, will not reach as many customers as traditional broadcast advertising does. There are two main reasons for this. The first is geographical. Most shows are situated in a specific place: immersionary space shows are built somewhere; live shows and evangelista shows target areas with specific audiences, and so on. The second reason has to do with capacity: live shows must limit the number of participants if the experience is to be truly interactive (even shows as large as the Saturn Homecoming, which hosted ...