Have you provided the Back Story?

It's almost time for the Olympics in Vancouver to begin. I was struck by this article from the Vancouver Sun that briefly talks about the evolution of television coverage for the Games and sports in general.

I don't think it's a big secret that you see more personal profiles on the athletes during the Olympics because networks like NBC want to attract female viewers to the coverage. Forgive the oversimplification but broadcasters have learned that men, simpletons we are, will watch competition with no regard for the participants. Ugh, Grunt, me like watch ballgame.

Meanwhile women generally won't spend their time on sports unless they feel connected to the athletes. Where did they come from, what's their family story, did they overcome personal struggles to get to the podium. The broadcasters putting on the games believe that women care more about that connection, that they want the back story.

And I trust that with a couple of billion in rights fees on the line, the TV execs have spent the research money for the data that backs up this strategy.

That leads me to wonder if we shouldn't take a lesson from the TV folks for once and make one of the measures of our marketing the "Back Story" test. A consideration of how well we introduce the performer not just as an artist but as a person. After all, if you're like a lot of arts organizations women easily make 60% or more of the purchasing decisions for your shows or exhibitions. That connection might allow your performance or exhibition to stand out with those women.

The "Back Story" could be created through interviews posted on your website, archived video from the artist's career, a link to their personal blog, greater depth on their bio, etc. Of course this all goes into your PR efforts as well, making the pitch a richer story, both for the reporter and their reader/viewers.

Just a little food for thought. Let the Games begin.

If you need Mom's attention, get in line

New whitepaper out from Advertising Age titled "The New Female Consumer: The Rise of the Real Mom". Puts a nice little dent in any idea that we've achieved gender equity. Lots of facts to ponder, from pay inequities to household duties.

If women are the primary decision maker in your audiences, which is true for most arts organizations, the report is well worth a read. I've included one table from the report (above) to whet your appetite. Now if you'll excuse me, it looks like I need to stop writing and start pulling my weight on the laundry.