Meet a Marketer: Suzanne Santos, VP of Client Solutions and Media at Allied Global Marketing

This interview originally appeared in the new BroadwayWorld Monthly Marketing Update, a monthly email designed for theatre marketing professionals. In each update, we'll share data and trends from our audience, wider trends in the marketing industry, helpful tools and resources that you can use to promote your shows and seasons, and, introduce you to some of the best marketers working in the arts today.

Don't miss the next issue - subscribe now!

Before joining Allied Global Marketing, Suzanne began her career as a television
producer/editor and taught producing and media buying at Columbia College. She later served as the Creative Director at Sitrick Advertising, managing media buying for major accounts including Ty Inc. (during the Beanie Babies craze) and the Chicago Cubs. Her love of live entertainment led her from the television world to a seven year tenure at JAM Theatricals and AdVice Agency as Director of Marketing, overseeing 30+ Broadway Series in markets across the nation. Suzanne currently leads the Chicago based Client Solutions and Media team, servicing clients across the nation including Lyric Opera, Chicago Symphony Orchestra, Joffrey Ballet, Philadelphia Orchestra, Ensemble Arts Philly and several Herschend Family Entertainment properties like Silver Dollar City and Dollywood.

What is your biggest challenge marketing productions at the moment? How are you facing it?

Currently, one of the biggest challenges in marketing theatrical productions is the fragmentation of audiences and the lingering after-effects of COVID-19, which impacts consumer behaviors and disrupts normal attendance patterns. 

Engaging potential theater-goers now requires a hybrid marketing approach that integrates both traditional and digital media platforms. Leveraging data analytics, we can create personalized marketing efforts that resonate on a deeper level with diverse audience segments. 

Acknowledging the heightened awareness of health and safety, we recommend that our clients communicate transparently about the measures being taken at the theater, provide flexible booking and refund policies, and partner with travel and tourism boards to address the needs of both local and traveling audiences. Through continuous monitoring and adaptation using real-time analytics, we are better equipped to face competition not only from other theatrical productions but also from various forms of digital entertainment, ensuring our marketing strategies are both effective and responsive.

What advice would you offer to other marketers based on what is working for AGM clients at the moment?

In today’s multifaceted media landscape, it's imperative for marketers to not only embrace the targeted capabilities of digital marketing but also to acknowledge the impact of traditional media channels. 

Success stories from AGM clients underscore the indispensable role of upper-funnel tactics like out-of-home (OOH) advertising and broadcast media, which are pivotal in building massive brand awareness and solidifying brand presence across diverse markets. 

Strong audience segmentation, facilitated by advanced Customer Relationship Management (CRM) systems, is central to any effective marketing strategy, creating highly detailed consumer profiles. These profiles enhance targeted digital efforts such as paid social media campaigns and Search Engine Marketing (SEM). Paid social allows for dynamic interaction and engagement with specific audience segments, while SEM targets intent-driven behaviors that lead to direct action, such as website visits or sales. 

Additionally, broadcast media and a strong outdoor campaign broadens this reach, ensuring that messaging resonates widely. This dual strategy not only uplifts visibility but also bolsters digital marketing initiatives, fostering consistent messaging across platforms that underscore brand awareness and drive engagement. 

By strategically integrating both precise digital tactics and the extensive reach of traditional media, marketers can amplify ROI, cater adeptly to diverse segments, and construct a robust, cohesive marketing strategy.

How do you approach designing the various assets for your campaign? Is it driven by the marketing department, the show's creative teams, or a hybrid?

The process of designing marketing assets for theatrical productions usually involves a hybrid approach. While the marketing department plays a crucial role in the deployment and analysis of marketing campaigns, the show’s creative teams are essential in ensuring that the artistic vision and integrity of the show/production are reflected in the marketing materials. Regular meetings between the show and venue marketing and creative teams are important to ensure alignment.

Whether the creative begins with show art/templates from the production or if it is new production art, developed by the venue, our agency takes an additional step to review all creative materials in context to the specific marketing tactic used. We provide our expert recommendations on whether there are cleaner or more effective ways to edit the creative, enhancing its alignment with both the marketing goals and the artistic vision of the production. This ensures that each piece of the campaign is not only visually appealing but also strategically sound.

Why do you utilize BroadwayWorld as part of your marketing mix?

We always consider Broadway World because it’s a niche site that targets theater enthusiasts directly. This specialized focus allows for campaigns to reach audiences who are already interested and engaged in theatrical content, maximizing return on investment.

What has been your favorite show that you’ve had the pleasure of putting together a campaign for?

As someone deeply passionate about the performing arts, with a particular love for opera, classical music, and all forms of theater, especially musicals, creating marketing campaigns in this domain has always been profoundly satisfying for me. This passion not only fuels my creativity but also deeply informs my understanding of how to communicate theatrical experiences to diverse audiences.

However, one standout campaign for me personally was for "Million Dollar Quartet." This campaign holds a special place due to the significant milestone it achieved — helping it become Chicago's longest-running musical over a span of 7 years.

The campaign involved a deeply integrated marketing strategy to resonate with a diverse audience base, leveraging both traditional and at that time, emerging and now vast digital channels.

The campaign became intimately woven into my family life as well; my children grew up attending the show, influencing our promotional ideas to be family-friendly and inclusive, enriching the experience for audiences of all ages. Additionally, the long run gave us the flexibility to experiment with marketing tactics leading to unique storytelling approaches and curated special events. My personal attachment grew as I witnessed the direct impact of our marketing efforts on the show’s longevity and its ability to attract audiences consistently.

I hold a deep appreciation for all the organizations we work with at Allied. Each client brings their unique vision and creative energy, which inspires our strategies and helps push our creative boundaries. This variety enriches our experience and enhances our ability to innovate across different campaigns.

This affection for diverse projects and the specific attachment to milestone achievements like "Million Dollar Quartet" underlines the passion and dedication that goes into theatrical marketing, making each campaign not just a professional task but a personal journey.

Don't miss the next issue - subscribe now!

To post a comment, you must register and login.