Part II
How to Make Show Business a Business Success

In Part I, we looked at different types of shows and provided best practices for each type. We now look at the strategic management issues of show business that will determine the success of a show business project.

These issues include:

• How to keep your show on-brand through each stage of its development so that the show reinforces your brand, builds brand equity, and moves your brand in the right strategic direction (Chapter 6)
• How to understand your customers so that your show will build profitable relationships (Chapter 7)
• How to extend the impact of your show to achieve the maximum possible reach (Chapter 8)
• How to budget for your show and measure its return on investment (ROI) (Chapter 9)

In this part, we draw on the cases we have introduced in the previous chapters of this book. As we return to them, we learn how the companies achieved their strategic objectives and delivered business value.