It’s no secret that patrons’ ways of exploring shows in their area and purchasing tickets are constantly evolving. It can be hard to keep up with the changing trends, new subscription expectations, and best ways to capture the attention of your patrons and potential donors. One way to rectify this issue is to take a long, hard look at your marketing efforts and consider evolving them, too.
“Why do innovative marketing strategies matter?” you may ask. Well, great marketing strategies:
As you begin working on marketing your fall productions, it’s easy to fall back into old habits that have worked for you in the past. But times are changing – and so should your strategies. On The Stage offers a few ways to freshen up your marketing plan this year.
When developing new marketing strategies, don’t create them in a rush or with a willy-nilly attitude. Instead, sit down—either by yourself or with your creative team—to devise a multi-pronged plan of attack.
During your planning sessions, determine the best way to use your resources and the budget you’ve allotted to achieve the greatest return.
We’ve all heard of S.M.A.R.T. goals – specific, measurable, achievable, relevant, and time-bound. For the sake of brevity, we’ll focus on the ‘achievable’ part.
When planning your marketing strategies, it’s important to be realistic. Depending on the size of your audience or the numbers in your bank account, you may not be able to enact an all-out media blitz and go viral. Instead, study your data to see what achievable goals you can reach, whether they’re increasing engagement, adding new donors, gaining social media followers, or selling more tickets. You want to set yourself and your team up for success, not disappointment.
Your marketing efforts should reflect your theatre’s actual offerings. The last thing you want to do is present a false narrative about what you and your team can do and then fail to deliver.
Additionally, make sure you’re marketing each show correctly. You don’t want people buying a ticket to a show thinking it’s a 90-minute play when, in reality, it’s a two-act musical. Being deceitful about your offerings may initially attract more people to your theatre, but your relationship with the community and credibility will suffer. It’s always best to be honest!
A key element to remember when it comes to marketing is to remain consistent in your branding. This means your theatre’s logos, fonts, messaging, billboards, merchandise, and other content should be visually similar.
That’s not to say that every piece of your marketing should look exactly the same, but there should be a recognizable pattern between them. This will help tremendously with brand recognition and cultivating a more loyal patron base.
Your marketing efforts may fall flat if you aren’t sure who your audience really is. That said, consult your data on the patron demographics you’re serving. Once you’ve done so, you can tailor your marketing to the right people and create content that genuinely resonates with them. The information you should seek ranges from age and profession to gender, lifestyle choices, and general interests.
Marketing in 2024 requires much more than a singular poster or a measly e-blast. Your marketing efforts should be multi-pronged and reach as many people in as many forms as possible.
Multi-faceted marketing includes:
And that’s only the beginning! Even once you have a new marketing strategy in place, there are always more ways to promote your shows. (The work is never done!)
Finding a partner in your marketing efforts can help you spread the word about all you offer. There are several ways to go about this, including:
In 2024, there is simply no excuse for having a weak internet presence. After all, an out-of-date website or barren Instagram account can spell disaster for your ticket sales.
That said, it’s time to focus on establishing a strong digital footprint for your theatre. This can range from:
During your fall marketing campaigns, remember that it’s not always about attracting new audience members—it’s also about retaining your current ones. If treated correctly, your current patrons can be the best marketing asset in your arsenal.
That said, ensure you either start or improve your loyalty programs to thank the patrons who come back show after show, year after year. Ideas for membership loyalty bonuses include:
Cultivating a loyal patron base may start with a few freebies or discounts. That said, ensure the promotions during your fall season are enticing enough to engage new audience members.
When launching a new and exciting promotion, communicate it across all channels to reach as many people as possible. When considering the promotions you want to enact, decide what types of patrons you want to buy your tickets—direct promos toward important sections of your target market or your general community. Discounts for groups like students, seniors, healthcare professionals, or military personnel are never a bad place to start.
Additionally, add-ons play an important role in bolstering overall production profits and your organization’s brand reputation. When new and existing patrons buy tickets, make sure you present bundle deals (with merch, concessions, or season tickets) to increase your average order value.
Not all your marketing should be done online. Instead, welcome new and existing patrons into your space for events of all kinds. These can range from fundraisers to workshops, summer stock productions, or simple social mixers.
Along the same lines, consider sponsoring local causes, donating a percentage of your proceeds to a nonprofit, or volunteering with your cast and crew at a nonprofit of your choice. Not only are you making a real difference in the world, but you’re also increasing your theatre’s recognition in the community and building a strong, reliable image.
If you find yourself in the trenches of fall season marketing, know you’re not alone. On The Stage (OTS) offers a comprehensive marketing suite that can:
If you’re ready to elevate the theatre experience for all, book a personalized demo with On The Stage today.