Guide for Theatre Marketing

Photo by Denise Jans on Unsplash

Theater productions rely on drawing a live audience, which presents unique challenges compared to other forms of entertainment like films or television that can be enjoyed privately. The intrinsic value of theater lies in its in-person experience, demanding a more active participation from the audience. This sets a challenging task for theaters to not only create awareness about their shows but also persuade people to actively participate by attending performances.

To successfully attract and retain an audience, theater professionals must diligently target and engage their desired demographic, convincing them to leave the comfort of their homes for a theatrical experience. Their marketing strategies incorporate both traditional methods such as print, radio, and television advertising, and modern digital campaigns on various social media platforms. Central to these efforts is compelling storytelling that builds intriguing narratives around the productions to ignite curiosity and foster emotional connections. Additionally, offering discounts and promotions can serve as an incentive for new patrons, while community outreach and forming partnerships can help in forging lasting relationships with theater enthusiasts.

This guide will delve into effective strategies that can assist theater marketers in navigating the unique challenges of promoting live productions and boosting ticket sales. By blending creativity, grassroots marketing, and data analytics, theater professionals can prosper and engage deeply with their audiences.

Basics

Understanding Your Audience

Begin by examining your existing audience base. Understanding who your target audience is forms the cornerstone of effective theater marketing. It’s essential to gather data on both the demographics (such as age, gender, location, and income level) and psychographics (including values, interests, and personality traits) of your potential patrons.

This knowledge allows you to customize your marketing strategies to truly connect with and appeal to potential theatergoers. For instance, are you aiming to attract more young professionals for evening shows, or are retirees your main focus for a leisurely night out? Maybe your target is families in search of engaging yet affordable weekend outings? Knowing your audience provides crucial insights into how to formulate your messages and choose the appropriate media channels to grab their attention.

Key focus areas include:

• Demographic details: Age, profession, income, gender, location.
• Psychographic factors: Interests, lifestyles, or behaviors.
• Feedback on your theater’s offerings and services.

Steps to take:

• If you have access to customer emails, conduct online surveys using platforms like Typeform or Google Forms.
• If email addresses are not available, consider traditional methods like distributing surveys on paper at your venue.
• Before launching a survey, consider what you believe about your audience’s makeup and your theater’s current challenges. For example, if you’re questioning whether to raise ticket prices, frame a survey question like, “What are your thoughts on our current ticket prices?” to gain valuable feedback.

The more precisely you can identify your target audience, the better you can tailor your marketing strategies and content to meet their preferences and interests. Understanding exactly who you want to attract enables you to design your outreach efforts more effectively, ensuring that your messages resonate and engage the right group of people.

Develop an Engaging Narrative

The essence of theater lies in its storytelling. When marketing your play, concentrate on creating a captivating narrative that will seize the imagination of your audience. Highlight the unique aspects of your show — whether it’s an innovative adaptation, a novel staging approach, or repertoire theater featuring the same actors in varying roles. Emphasize the unique and innovative features that can draw audience interest.

Detail the creative vision underpinning the production and shed light on the director’s objectives. Offer audiences a peek behind the scenes to foster a connection with the artistic process. Consider producing video content that includes rehearsal footage or interviews with the cast and creative team.

Enhancing the theatrical quality of your marketing materials can also underline the show’s imaginative essence. Amplify the dramatic appeal with eye-catching visuals and evocative descriptions; immerse website visitors and social media followers in the play’s world. Create immersive pre-show experiences that engage audiences with the themes and characters even before the performance begins.

In a landscape crowded with entertainment options vying for both time and money, a production needs a compelling identity and story. By highlighting the distinctive features that make your production captivating, you can craft a narrative that encourages audiences to buy tickets.

Website

Photo by Le Buzz Studio on Unsplash

Make sure your website is responsive

A theater’s website needs to be responsive, ensuring it functions seamlessly across various devices like smartphones and tablets. This responsiveness makes it straightforward for users to access information and purchase tickets effortlessly.

To verify the responsiveness of your theater’s website, follow these steps:

1. Use your smartphone to visit your theater’s website. Check if everything displays correctly. If there are issues, make a note of what needs improvement.
2. Navigate to the page detailing one of your shows. Look for any signs of malfunction or broken elements on this page.
3. Attempt to locate your venue’s address using only your website and then try opening it in Google Maps.
4. Go through the process of ordering a ticket for a show to ensure the ticket purchasing system is smooth and user-friendly.

Make sure your website is updated and easy to use

Many theaters still feature websites that seem outdated, reminiscent of the early internet era. Since your website often creates the first impression for potential visitors, it’s crucial to enhance its appearance and functionality. Ensure that it’s straightforward and user-friendly, particularly for essential sections like “Upcoming Shows” and “Tickets.”

Key areas to focus on include:

• Home Page: This should clearly state your theater’s mission, what you offer, and what makes you stand out.
• Events Overview: Maintain an up-to-date page or calendar that lists all current and upcoming shows or programs.
• Event Detail Pages: Each event should have its own page that provides comprehensive information about the show, including dates, times, and any special features.
• Ticket Purchase: Incorporate a prominent, easy-to-use option for online ticket purchases.
• Contact Page: Offer clear and direct instructions on how to contact you digitally and how to physically find your venue, enhancing accessibility for everyone.

SEO

Do your keyword research

Employ keyword research tools to identify which types of content could potentially increase traffic to your website. Adding location-based keywords is a strategic move to target local audiences. For example, phrases such as ‘community theatre in Brisbane’, ‘musicals in Melbourne’, and ‘theatre events on the Gold Coast’ can significantly enhance your visibility to those searching for local entertainment options.

For best practices in keyword research, focus on understanding the search terms that are most relevant to your theatre’s offerings. Analyze the competition for these keywords, determine their search volume, and consider the intent behind the searches. This approach will help you optimize your content more effectively, making it more likely to attract and engage your target audience.

Update your Google Business Profile

Enhancing your Google Business Profile can improve how easily search engines connect your events to what users are searching for. Here’s what to prioritize:

• Gather reviews to build robust social proof for your theater, highlighting positive experiences.
• Ensure your location is clearly marked on Google Maps, making it simple for visitors to find you.
• Display your contact information prominently to facilitate easy communication.
• Promote your events or programs directly through Google’s interface, allowing them to appear right on the search page.
• Regularly update your profile with photos, blog entries, and calendar events to keep potential attendees informed and engaged.

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PPC and advertising

Don’t blanket advertise

Adopting a one-size-fits-all marketing strategy often results in squandered resources and ineffective outreach. Not every show or event resonates with the same audience, making broad strategies less effective for diverse target groups. By customizing their marketing efforts to align with specific shows or distinct demographics, theaters can use their resources more strategically and enhance their chances of drawing the ideal audience for each performance.

Collect audience for retargeting

Retargeting pixels are a powerful tool for segmenting your website visitors based on their interactions, which allows you to run highly targeted advertising campaigns. For instance, you can differentiate between visitors who browsed show details without booking tickets and those who completed a purchase. This enables you to deliver customized ads to various audience segments, specifically reminding them about the shows or events they expressed interest in. Such targeted personalization significantly improves the likelihood of conversions.

Key points to consider:

• Building a sizable retargeted audience can take time, so patience is important.
• To capitalize on this strategy effectively, it’s crucial to implement retargeting pixels early on.

Strategic cross-promotions

Collaborate with related cultural events or attractions for mutual promotion. Engaging in joint marketing efforts allows you to leverage shared audiences, broadening your reach and impact. This strategy can enhance visibility for both partners, drawing in diverse crowds who might be interested in the full range of cultural offerings. Consider creating bundled promotions or co-hosted events to maximize the potential of these partnerships.

Social media

Share your “behind the scenes”

Everyone loves learning about the behind-the-scenes aspects of their favorite films — from how the special effects were created to how actors were cast and where scenes were filmed. Similarly, for theater productions, sharing teasers, behind-the-scenes photos, and videos on Instagram as the show opening approaches can greatly engage your audience. Utilize relevant hashtags to connect with wider conversations about theater and culture. Instagram Stories are particularly effective for offering real-time looks at rehearsals and daily theater life, providing fans with a unique peek into the creative process.

Take care of your posts

Responding to all comments and messages in a personal and authentic way is essential for social media success because it’s all about engagement and building relationships with your audience. When you interact genuinely, you create a welcoming environment that encourages more interaction and loyalty.

To enhance this strategy, consider the following tips:

1. Personalize Your Responses: Address your followers by name whenever possible. This small gesture can significantly increase the feeling of a personal connection.
2. Show Empathy and Understanding: Whether responding to a positive remark or a complaint, show that you genuinely care about your followers’ feelings and experiences.
3. Add Value with Every Interaction: Provide helpful information, insightful commentary, or entertaining content that enriches your followers’ social media experience.
4. Encourage Continued Interaction: Ask questions or invite opinions to spark further conversation. This not only increases engagement but also provides valuable insights into your audience’s preferences and thoughts.
5. Use a Consistent Voice: Ensure your responses match the tone and style of your brand. A consistent voice helps reinforce your brand identity and makes your communications more recognizable.
6. Monitor and Respond Quickly: Timely responses are crucial in social media. They show that you are attentive and active, which can significantly boost your audience’s perception of your brand.

By incorporating these strategies, you can expand and deepen your relationships with your audience, turning casual followers into loyal fans.

Build Word of Mouth

Word of mouth remains a potent marketing force for theater productions, harnessing the natural enthusiasm of the audience to generate buzz and boost ticket sales. Here are several effective strategies theaters can employ to amplify positive word of mouth:

1. Facilitate Audience Sharing: Make it easy for attendees to post reviews, photos, and stories from your shows. Consider providing prompt cards or social media-friendly hashtags as they leave the theater. This encourages organic sharing and helps spread enthusiasm about your production.
2. Engage with Influencers: Build relationships with local theater critics, bloggers, and culture influencers by inviting them to your performances. Offering complimentary tickets can encourage these key figures to share their experiences and reviews, which can significantly influence public interest and perception.
3. Incentivize Referrals: Offer incentives such as discounts or special perks to patrons who bring new guests to your theater. This strategy not only rewards your current audience but also encourages them to become advocates for your productions.
4. Deliver Unforgettable Shows: Focus on creating unique and compelling theater experiences that leave a lasting impression. Whether through innovative staging, captivating performances, or emotional depth, memorable shows are more likely to be discussed and recommended.

By implementing these tactics, theaters can effectively leverage word of mouth to attract and engage more audiences, turning every spectator into a potential promoter.

Collaborate with influencers

When partnering with local influencers or bloggers to promote your theater shows, here are key aspects to focus on:

1. Select Relevant Influencers: Choose influencers whose followers match your theater’s target audience and the particular production you are promoting. This ensures that the promotional content reaches those most likely to be interested in your shows.
2. Set Clear Collaboration Guidelines: Draft a written agreement outlining the terms of collaboration, including compensation and expectations. This helps prevent misunderstandings and ensures both parties are clear on their roles and responsibilities.
3. Promote Authentic Engagement: Encourage influencers to provide genuine and transparent reviews. Authenticity resonates more with audiences than scripted endorsements, fostering trust and credibility for your theater.

Make trailers and shoot video (a lot)

Develop promotional trailers, conduct interviews with cast members, and share highlight reels to captivate and draw in potential viewers.

Engage with influential Treads and Twitter users

If the discussion relates to your performance or topic, engage actively in the conversation.

Media and press

Write a list of media contacts and update it regularly

If your media list is non-existent or outdated, now is the perfect moment to create or refresh it. This ensures you have all the necessary contacts ready when it’s time to promote a community theater production, eliminating any last-minute rush to find the right people. Here’s what to include:

1. Contact Details: Gather the email address, job title, phone number, and physical address for each contact.
2. Local Arts and Events Journalists: Focus on those who cover arts and events for both online and print media.
3. Radio and TV Journalists: Include hosts and reporters from radio and television who are known for their coverage of local arts and community events.
4. Event Listing Websites: Identify key websites that list local events and ensure their editors or contributors are on your list.
5. Marketing and PR Professionals: Connect with those in similar roles at other performing arts organizations within your region to foster a network of promotion and support.
6. Local Bloggers and Social Media Influencers: Include influential bloggers and social media personalities who focus on local entertainment, arts, or community events.

Having a comprehensive and up-to-date media list allows you to effectively distribute your marketing materials and ensures your theater productions receive the attention they deserve.

Build and share a press release

Begin with a compelling headline and get directly to the core message. Strategically schedule your press release to align with significant events, show premieres, or pertinent news. Focus on monitoring the dissemination of your press release, noting its coverage across various platforms such as online articles, radio segments, or television reports. This approach helps gauge the effectiveness of your media outreach and refine future communications.

Give away some complimentary tickets

Complimentary tickets are highly valued and can effectively generate buzz around your production. You can utilize these tickets in various ways, such as:

1. Social Media Contests: Use tickets as prizes for social media competitions. For example, you could ask participants to tag a friend or involve influencers in the contest to broaden your reach.
2. Media Engagement: Offer complimentary tickets to media personnel from newspapers, magazines, radio stations, and television channels. This can encourage them to cover your event or review your production.
3. Local Event Raffles: Donate tickets as raffle prizes at local events. This not only promotes your production but also builds goodwill within the community.

Focus on these strategies to maximize exposure and engage both your audience and influential figures in the media and local community.

Give away some complimentary tickets

Complimentary tickets are highly valued and can effectively generate buzz around your production. You can utilize these tickets in various ways, such as:

1. Social Media Contests: Use tickets as prizes for social media competitions. For example, you could ask participants to tag a friend or involve influencers in the contest to broaden your reach.
2. Media Engagement: Offer complimentary tickets to media personnel from newspapers, magazines, radio stations, and television channels. This can encourage them to cover your event or review your production.
3. Local Event Raffles: Donate tickets as raffle prizes at local events. This not only promotes your production but also builds goodwill within the community.

Focus on these strategies to maximize exposure and engage both your audience and influential figures in the media and local community.

Tickets

Group tickets can boost sales by securing the attendance of multiple people at once. This presents an opportunity to incentivize group purchases, which can increase your audience size significantly. Consider offering prizes or discounts for those who buy tickets as a group.

Additionally, offer season subscriptions to encourage regular attendance. By creating packages that provide discounts for committing to multiple shows throughout the season, you offer financial benefits that can attract and retain a loyal audience base.

Improve the experience

Enhancing the audience experience begins the moment they enter the theater. Aim to make every interaction warm and positive. Ensure that staff are trained to deliver outstanding customer service, and keep the lobby clean, comfortable, and welcoming. Play lively music before the performance to establish a cheerful atmosphere.

Add amenities that improve comfort and convenience. Provide comfortable seating with ample legroom and footrests. Distribute programs or playbills to help guests follow the storyline. Ensure restrooms, coat checks, and concession stands are easily accessible. Implement reserved seating and online ticketing to streamline entry.

Explore ways to elevate the theater-going experience. Offer refreshments like wine, beer, or snacks during intermission, or consider offering plush VIP seating options. Add thoughtful extras, such as hand warmers on cold evenings or complimentary umbrellas for rainy days. Partner with local eateries to provide pre-show dining discounts. Include special perks like opportunities to meet the cast or backstage tours.

The objective is to anticipate the audience’s needs and remove any obstacles, enabling them to relax and fully engage with the show. Actively seek and respond to feedback to continuously improve. Providing an exceptional experience increases the likelihood that patrons will return and recommend your theater enthusiastically.

Be creative!

When promoting your theater productions, creative advertising strategies are crucial to stand out in a crowded entertainment landscape. Instead of relying solely on traditional print ads or digital banners, consider more inventive approaches that capture attention and resonate with your audience.

For instance, collaborate with the local transit authority to wrap buses and trains with captivating visuals from your show. This not only turns everyday commutes into dynamic advertisements but also captures a broad audience. Additionally, partnering with relevant brands can extend your reach through product packaging and in-store displays, connecting with consumers in unexpected places.

Explore the potential of digital advertising too. Consider immersive options like full-page takeovers, engaging video ads on streaming platforms, and precisely targeted social media campaigns. Tailor your creative approach to each platform — for example, use audio clips from your production for Spotify ads, or behind-the-scenes footage for Instagram and Snapchat Stories.

When crafting your advertisements, prioritize eye-catching visuals and compelling copy that piques interest. Develop a cohesive advertising campaign across various platforms to generate excitement and draw audiences to the unique experience of live theater. Monitor the performance of your ads by tracking engagement and conversions to identify the most effective strategies. With innovative and well-executed advertising, even a modest marketing budget can lead to significant box office results.

Create compelling show titles

Create show titles that spark curiosity and accurately capture the spirit of the performance. Make sure these titles resonate with the interests and expectations of your target audience, effectively drawing them in and setting the tone for what they can anticipate from the show.

Create automatic feedback loop

Encourage patrons to share their feedback on their theater experience, focusing on a blend of automation and personal touch.

1. Automate Feedback Collection: Utilize automated tools like post-show surveys sent via email or SMS that patrons can easily access and complete. This can streamline the process and ensure you collect feedback efficiently.
2. Maintain a Personal Connection: While automation helps in gathering data, personalize the communication to make patrons feel valued. Address them by name and reference specific aspects of the show they attended to reinforce the personal touch.

By combining these approaches, you can efficiently collect valuable insights while still making each patron feel personally engaged and appreciated.

Guest on podcasts

Introducing your play and theater to new potential spectators involves strategic outreach and clear communication. Here’s how to focus your efforts:

1. Select Relevant Shows: Identify radio shows, podcasts, or television programs that align with the themes of your play or the interests of your target audience. Reach out to the hosts or producers to discuss potential collaboration opportunities or guest appearances.
2. Prepare Key Messages: Before your recording or appearance, carefully prepare three key points you want listeners to remember about your show, your work, or your theater. This could include unique aspects of the production, the history or mission of your theater, or special offers for new attendees.

By focusing on these areas, you can effectively communicate the value and appeal of your theater to new audiences, encouraging them to engage further with your productions.

Merchandising

Consider the possibility of enhancing your revenue and marketing strategies by selling merchandise related to your shows, such as t-shirts, posters, or program booklets. This not only offers an additional income stream but also serves as a promotional tool. When exploring this avenue, ask yourself:

What is the strongest asset of your theater that your fans would identify with?

Identifying this unique aspect or feature of your theater can guide the development of merchandise that truly resonates with your audience. Whether it’s a particular style of play, the historic nature of your theater, or a beloved production, leverage this strength to create items that your fans will be excited to purchase and use.

Measure and Optimize

After deploying your marketing strategies, it’s crucial to track their effectiveness and make adjustments based on performance data. Key metrics to monitor include:

• Website Traffic and Engagement: Analyze the number of visitors, page views, and user interactions to gauge interest and engagement.
• Social Media Metrics: Track follower growth, engagement rates, and click-throughs to measure how well your content resonates with audiences.
• Email Marketing Performance: Monitor open and click-through rates to evaluate the effectiveness of your email campaigns.
• Ticket Sales and Revenue: Observe trends in ticket sales and revenue to assess the direct financial impact of your marketing efforts.
• Demographic Insights: Collect demographic data from surveys or analyze ticket sales data to understand your audience better.
• Referral Sources and Discount Code Usage: Identify which marketing channels and promotions are driving traffic and conversions.

Regular analysis of this data will help you pinpoint which strategies are most effective. Focus on the tactics that lead to the highest engagement and conversions, such as successful social media posts, email campaigns, partnerships, or advertisements. Identify areas where you can improve underperforming tactics.

Set specific performance goals and benchmarks to measure success, such as aiming for email open rates over 20% or increasing website traffic by 25% month-over-month. Compare results before and after implementing marketing campaigns to see clear impacts. Continuously test new marketing ideas and creative approaches, scaling up those that show promise. Remember, optimization is a continuous process, as audience interests and media platforms evolve over time.

Theatre marketing: more efficient tactics

• Patronize other theatres regularly to see which of their shows are selling well — then look at how they marketed those
• Most links to online ticket sales are unwieldy and ugly, create a redirect using a link shortening service like Bit.ly — or better yet have yourdomain.com/tickets redirect to your online ticket sales service
• Leave (appropriate) comments on the online articles of your local arts journalists so they get to know who you are in a context where you’re not asking them for anything
• Host/sponsor a playwright festival
• Offer a complimentary popcorn or soda on the night you know is going to have the weakest attendance
• Offer an early bird discount for the first 100 tickets purchased when your tickets go on sale
• Partner with an organization that accepts donations of food, clothes, or toys and have a night where people get free admission with their donation (use photos, videos, and press releases from this event to drive sales for all your other performances)
• Strap a GoPro camera to an actor during rehearsal for an intricate dance, fight, or flying scene and share on social media
• Create a video showing publicity or production stills with the actors doing voice over of their best lines
• Put a sandwich board out on the sidewalk with rotating taglines that say things like, “free cupholder with every seat” (assuming, of course, your seats have cupholders)
• Send an email or postcard to everyone who came to see one of your previous, similar shows and tell them why if they liked that one, they’re going to love what you have coming up next
• Create a magazine ad — even if you never run it — because it will help you get clear on how to quickly, concisely convey your marketing message
• Have a night where your subscribers or best patrons can bring a friend for free and give them the royal treatment so they look like rock stars in front of their friends
• Hold a press junket with all the other local theatres where the press and arts bloggers can come get the scoop on all the upcoming shows at once
• Create a Foursquare special for a free drink and advertise it to your regulars.
• write down what you would do if you had an extra $10k to spend on marketing, once that’s done — and only after it’s done — look at how you can do a leaner version of those tactics with your current budget
• specialty printers online will create professional style trading cards for little league baseball teams — use these services to instead print trading cards of your cast
• work with a nearby restaurant to create a special that’s themed after the show and cross promote for each other
• send an invite to social influencers and bloggers to have lunch with the director and talk about the show
• write a letter to the editor of the local paper about why an issue that your show deals with matters to your community
• create a ticket package with another theatre or arts organization where someone can buy tickets to an event at both places at a discount
• call repeat visitors just to thank them for their patronage, and if the opportunity presents itself ask them what they’d like to see you do more of
• offer free seat upgrades to regular patrons when available
• create a short podcast series talking to cast members and the production team about the show
• hold an open video call or livestream where the general public can meet the leads and ask them questions
• Instead of (or in addition to) postcards and flyers, print business cards to promote your show
• Print custom decks of cards with your show’s art on the back and distribute to influencers
• Take out a classified ad: audience wanted.
• Posters are great for store windows, but in residential areas create yard signs like the ones used in local political campaigns (at least, they are here in the U.S.).
• Do a 1–3 minute preview of your show right before the performances of whatever show is being produced at your venue right before you — just like a movie trailer.
• Get a custom domain name for your show (i.e. www.nameofshow.com).
• Maintain an active blog chronicling the behind-the-scenes journey of your production in the weeks leading up to opening night.
• Leverage Facebook’s powerful targeting capabilities by creating a custom audience based on your email list and serving ads to a lookalike audience.
• Foster a positive relationship with local arts journalists by treating them to a casual lunch, even when you don’t have an immediate show to promote.
• Compile a comprehensive media contact list encompassing writers, radio personalities, bloggers, and social media influencers who cover the theater scene in your area.
• Curate a professional digital media kit containing show artwork, contact information, publicity photos, pre-written quotes, press releases, and any other resources that would assist media outlets in covering your production.
• Extend personal invitations and complimentary tickets to local arts organizations, encouraging them to experience and support your show.
• Create personalized video postcards featuring cast members expressing gratitude to donors and VIPs, fostering a sense of connection and appreciation.
• Provide a behind-the-scenes glimpse into the production by recording a video tour showcasing dramatic scene changes, costume transformations, and other technical marvels.
• Gather valuable feedback by sending a concise exit survey to audience members the day after they attend the show.
• Capture authentic reactions by interviewing patrons in the lobby during intermission or immediately after the performance, inquiring about their favorite aspects of the show.
• Prepare a dynamic 2-minute excerpt from the production, emphasizing movement and action, to pitch as a tantalizing preview to local television programs.
• Develop comprehensive talking points about your production and submit them to local radio show producers, providing them with compelling content to discuss on-air.
• Establish a unique hashtag for your production and ensure that the cast, crew, and everyone involved consistently utilizes it when posting on social media, building momentum and cohesion around the show.
• If there is a specific technical element (e.g., a rotating stage or advanced flight rigging) that could elevate the production with additional funding, consider launching a Kickstarter campaign to crowdfund the expense while generating promotional buzz.
• Establish a local Meetup group dedicated to discussing and analyzing plays, fostering a vibrant theater community while promoting your productions and those of other local companies.
• Gather your production team in a relaxed outdoor setting, disconnect from technology, and spend 30 minutes openly discussing what makes your show unique and exciting.
• Collaborate with similarly-sized theaters in distant cities by forming a mastermind group to share marketing ideas and strategies, expanding your collective knowledge and reach.
• Enhance your public speaking skills and confidence by joining Toastmasters, an invaluable asset for promoting your shows and engaging with audiences.
• Demonstrate appreciation for your regular patrons by offering complimentary tickets on their birthdays if a performance coincides with their special day.
• Generate excitement and incentivize attendance by creating a show-themed door prize to be presented during the curtain speech.
• If you have a particularly striking poster, publicity photo, or other marketing asset that you’re proud of, produce a behind-the-scenes video documenting its creation process.
• Arrange for cast members to make public appearances at events like basketball tournaments, quiz shows, open mic nights, or any venue where they can introduce themselves and showcase their talents.
• Gain valuable insights by sending a secret shopper to your box office to inquire about the show and venue, assessing the customer experience from an outsider’s perspective.
• Set up Google Alerts for your show’s title, the theater’s name, and your lead actors to monitor and capitalize on any emerging online buzz or mentions.
• Foster audience engagement and user-generated content by hosting a video contest, encouraging attendees to submit YouTube videos sharing their thoughts and reactions about the show.
• Showcase a spirit of community by using social media to promote not only your own production but also other live theater events happening in your area that weekend, providing recommendations based on genre and audience preferences.
• Capture the energy and camaraderie of your cast by taking photos or videos during the first table read, creating content that can be repurposed for social media or incorporated into larger marketing collateral pieces.
• Purchase a memorable domain name that directly redirects to your most compelling marketing asset (e.g., a promotional video), streamlining the user experience and maximizing exposure.
• Leverage the immediacy and convenience of text messaging by sending exclusive, time-sensitive specials and offers to your SMS subscriber base.