I recently had the pleasure of flexing some marketing muscles and overseeing the marketing campaign for a client’s annual gala. The event had a theme akin to the recent movie musical, The Greatest Showman. (As an important first aside, The Greatest Showman is the best modern movie musical. If you disagree with that statement, you might as well stop reading now as clearly our arts administration philosophies are simply incompatible. Ha!) The sales response to the campaign was