I’m not sure if I’ve ever heard this term before – holistic marketing – but it fits for me. When I work with actors on their marketing I find that they have a very limited view of it. Most likely, they’ve attended a seminar or webinar bombarding them with lists of things that they MUST DO NOW! Perhaps they’ve listened to a panel of “experts” who more than likely competed with their fellow panelists over who had the best answers. Holistic Marketing is exactly what it sounds like – considering the entire artist. I believe that the best answer always lies within each person. No expert can tell you what is best for you. My job is to shine a light on the artist’s own inner wisdom. I never tell anyone what they must do.
Considering the entire artist involves three areas for me: ACTION, SUPPORT AND PRODUCT. As I mentioned in my recent interview (start 44:56), actors can go anywhere for postcards and mailing services, but they’re not going to get one-on-one guidance providing them with the next best actions. A printer will hand you your postcard order and wish you good luck. They won’t advise you on address lists and schedules. They can’t tell you which photo or message best communicates your essence. Younger actors tend to limit themselves to on-line marketing, while older actors stick to snail mail. And neither group makes strong efforts towards in-person meetings. When an actor is left alone to make marketing decisions, the overwhelm often leads to no decision.