Insights from Bahar Tas: Marketing Strategies at DROM NYC

Marketing Strategies at DROM NYC: A Conversation with Bahar Tas

Bahar Tas has spent the last 18 months as the Marketing Manager at DROM NYC, a venue that stands as one of the few dedicated to world music in New York City. For Tas, marketing isn’t a one-size-fits-all endeavor; it requires a nuanced understanding of the specific audience for each show. “Every show is different, so the challenge is always to identify what will resonate most with its target audience,” she explains. This approach not only tailors the marketing strategy to individual performances but also ensures a more meaningful connection between the artists and their audiences.

Understanding DROM NYC

DROM was founded in 2007 by entrepreneur Serdar Ilhan and is nestled in the East Village, accommodating up to 100 seated or 250 standing guests. This intimate venue has hosted a diverse array of artists, ranging from Ibrahim Maalouf to Camila Cabello, making it a hub for cultural exchange through live music. The venue is a point of convergence for various music genres, giving New Yorkers a unique opportunity to experience exceptional global sounds. Beyond performances, DROM extends its influence by organizing tours and launching Drom Music, a record label that reinforces its commitment to bridging cultural gaps through music. This initiative not only promotes artists but also fosters an ecosystem where diverse musical expressions thrive.

A Day in the Life

Tas's typical workday kicks off with analyzing ticket sales, ad performance, and email statistics, focusing primarily on events within the two-week horizon. She dives into the numbers, assessing what types of shows are capturing attention and what marketing strategies are effective. Troubleshooting initiatives that aren’t meeting expectations becomes essential in a fast-paced environment where timely adjustments can make or break attendance levels. Communication is another key aspect of her day; she dialogs with artists’ teams to understand their promotional needs and collaborates with digital marketing agencies on ad campaigns designed to elevate visibility.

Engaging with cultural organizations plays a significant role in Tas’s marketing strategy. She crafts targeted email campaigns aimed at driving attendance, tapping into established local networks and community interests. If you're working in this space, you’ll recognize that fostering these relationships not only benefits ticket sales but also builds a sense of community around the venue.

Marketing Tools and Strategies

This year, DROM adopted Cymbal for email marketing, which has become integral to their outreach efforts thanks to its user-friendly features for tracking performance and segmenting audiences. Tas maintains a regular budget for Meta Ads, adjusting expenditure in line with the specific needs of each event to optimize promotional efforts. Financial flexibility in this area is particularly crucial, considering the volatile nature of audience turnout influenced by factors like weather or competing events.

Bandsintown Pro is another pivotal tool. It alerts fans about upcoming performances, particularly for well-established artists with dedicated followings. The integration of these tools allows Tas to create a more informed and proactive marketing environment, emphasizing the need for venues to adopt cutting-edge technology to keep pace with audience expectations.

Emerging Marketing Tools

Among newer tools, Cymbal’s recent integration with Meta Ads stands out for its ease in managing marketing campaigns, making it simpler for organizations with limited resources. Another intriguing option is Viewcy, an all-in-one platform that offers event ticketing, live streaming, and CRM features while emphasizing community building. For Tas, this aligns closely with DROM’s mission of fostering connections through music, integrating various functionalities into a single streamlined solution. And yet, while tools can greatly enhance productivity, it’s crucial to remain critical of relying too heavily on technology without retaining the personal touch that characterizes venues like DROM.

Additionally, Tas collaborates with Audience Services, a seat-filling partner specializing in audience development. This relationship helps maximize attendance while enhancing the overall atmosphere for artists, proving that partnerships can be as essential to marketing as direct outreach. (and this is the part most people overlook) The value derived from effective collaborations can elevate the concert experience beyond the performance itself.

Memorable Campaigns

One of Tas’s most impactful experiences occurred during the Purim celebration featuring Frank London and the Klezmer Brass. Her work began in the planning stages, allowing her to influence multiple facets of the event, from naming to outreach techniques. “Meeting community leaders and witnessing the celebration firsthand was a powerful reminder of why I love what I do,” she reflects. This hands-on involvement reflects how successful marketing often comes from understanding community values and narratives, ensuring events resonate deeply. Beyond live events, Tas initiated a YouTube artist talk series and a membership program aimed at deepening connections with the DROM community. This strategy not only increases engagement but also cultivates a loyal fanbase that extends the life of each event beyond the night it occurs.

Working with Artists

Tas expresses a desire for artists and their teams to deliver promotional materials early and in complete form. Quality images in the correct formats and sizes are critical for promotional success, which can save invaluable time in the marketing process. She emphasizes the importance for all artists, especially emerging ones, to start documenting their performances early. “Even well-shot live clips can become powerful tools for building momentum from one show to the next,” she advises. This highlights a broader issue within the industry: many artists underestimate the power of digital content creation. Promotion doesn’t stop at the venue door; it’s an ongoing process that artists need to embrace.

Implications for the Future of Venue Marketing

The insights shared by Bahar Tas point to a significant evolution in how venues approach marketing. As audiences become increasingly discerning and platforms continue to develop new features, there’s a pressing need for venues like DROM to remain agile. Expecting a fallback on traditional methods may not suffice anymore; adaptive strategies are essential. An increased emphasis on community engagement and digital presence will likely shape the future of venue marketing. This requires ongoing education and flexibility from both artists and venues alike. The coming years shall demand not just attendance at events, but a deeper, more enriching relationship between artists, venues, and audiences.

Bruce Houghton is Founder & Editor of Hypebot, Senior Advisor at Bandsintown, a Berklee College Of Music professor and founder of Skyline Artists.

“Insights from Bahar Tas: Marketing Strategies at DROM NYC” first appeared on Hypebot.com.