3 Digital Marketing Takeaways from the World of Improv Comedy

Originally published 6/10/2019 on BeamLiving.com

I (lovingly) call it “Adults Playing Pretend.” You probably know it as improv comedy. 

The art of improvisation spans many forms and styles, but at its core is a team of players collaborating to create scenes without any preparation or script. After three great years attending improv classes at the Peoples Improv Theater and Magnet Theater, watching hundreds of unique performances by some of the city’s best players, and performing in dozens of shows and festivals with my amazing indie team, I’ve come to realize the connection between my after-hours hobby and my career in digital marketing:

1 - No Script? No Worries. Be Real.

It's all too easy to get ahead of yourself before an improv scene even starts. After you grab a suggestion from an audience member to inspire your scene, your mind instantaneously hops around to a million places. Your imagination immediately launches to far-off settings, characters with unique personalities, and clever “object work” (interacting with invisible props and environments.) But surprise! Your teammates are not in your head and have no clue about anything you’re planning.

So here comes the challenge: Finding the bridge between your ideas and expectations AND everyone else’s to create a cohesive shared reality that makes sense to an audience. In this work, you learn to be patient, share the stage, and communicate clearly and concisely with your words and actions. There’s a saying, “There’s no room for coyness in improv,” and the same goes for digital marketing strategizing.

As a Digital Marketer for beam, my main focus revolves around online product development (our property websites and a new resident app), content strategy and social media, and media management. No matter the project, we start with a similar approach to an improv scene: be intentional, straightforward, open, and honest. This strategy goes from project kickoff to an advertising approach. In the latter, rather than hide behind gimmicky promotions and untrustworthy lingo, it’s incredibly important to be straightforward, open, and honest. In New York City’s multifamily housing scene -- where marketers can easily hide behind misleading pricing, fraudulent listings, and deceptive strategies-- it’s easier to just “lay it all on the line.” 

On the product ownership side of digital marketing, it means having clear goals set and data to back up your moves. On the stage, if you’re not sure what someone is intending (is it a cowboy or a just a Western accent?), it’s easier to call it out explicitly, so you’re both on the same page. Again, no coyness. I, for one, appreciate the current age of transparency and brands getting real. So just like in a good improv scene, it is crucial to be positive but be real.

2 - Let That Personality Shine

When I started improv, I was no stranger to being in front of a crowd. I had performed for years as a child as a violinist and had an after-work gig for a handful years as a pub trivia host in Queens. Despite being a performer (who admittedly, loves attention), I had a very traditional mental divide between work and “professionalism,” and the fun of performing. Work was work. Fun was fun. Never the two shall meet. What was I thinking, especially being in Marketing?

When you’re left on an empty stage with your fellow performers with an audience waiting to be amused, you have no choice but to let your guard down. You can’t have any inhibitions, and it’s best if you really know yourself.

For all the internships and career networking events before graduating college, I wish someone would have told me some straightforward, often unspoken advice: Let your guard down and be yourself 24/7, inside and outside of work. At my first jobs, I had a tough time showing any real semblance of my personality. I didn’t dare question authority and tried to “tick the boxes” not to stir the pot. Nearly ten years into my career with some “aha” moments along the way from improv, and I take a very different approach every day at work.

Today, hard work for me is bringing my “whole self to work.” It is OK to get “riled up” when you're passionate about a project. It's OK to not blindly accept things you have questions or concerns about. It is OK to even inject humor and emotion into your work output. It also means not being afraid of sharing your outside passions. 

It helps me feel more creative at work and helps aid our marketing strategy as content storytellers - leading to fun opportunities like 404 pages with screaming squirrels.

The best form of consumer marketing is not just informative but entertaining in the age of nanosecond, scroll-heavy attention spans. For online apartment hunters, browsers require anywhere from 4 to 11 touch-points across platforms and devices before booking a tour. We have to make all of these “micro-moments” (as Google puts them) matter and it’s with content that resonates - whether funny, educational, heartwarming, or insightful. Some of the best improv I’ve seen isn’t always necessarily jaw-droppingly funny but rather grounded and emotional performances that draw you in. 

3. Be a Good Teammate / Neighbor

I love one of Beam’s core tenants of Be a Good Neighbor, which jives so perfectly with the hallmarks of great improv. It’s all about the team at all times. Fostering a spirit of support means being honest, trustworthy, and uplifting - which goes along with our marketing strategy.

It might sound funny, but to me, a great digital experience leads to less time online. Looking for an apartment should be a painless and straightforward experience. For our potential residents, this means simplifying a process that most people typically detest (i.e. the dreaded apartment hunt.) This means creating content that is honest and truthful - even if that means being straightforward with our educational materials to help you make a better decision whether or not you rent with a Beam Living community. In improv and in work, we want to help make things easier for everyone around and all get a little better every day. 

Say “Yes and...” Give it a Shot

For those thinking they would “never, ever” try improv or are too scared to try, I say give it a shot. Embracing the fear is fun, and you often end up unlocking skills you never realized you have. So put on an old episode of Whose Line Is It Anyway?, do a little pep talk and give it a whirl for a free intro course.