Marketing Best Practices
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URL: http://www.communitytheater.org/forum/forum_posts.asp?TID=2481
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Topic: Marketing Best Practices
Posted By: Debflo
Subject: Marketing Best Practices
Date Posted: 6/28/07 at 2:26pm
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Hey all! So I have been reading some of the older posts and it occurs to me that there are a lot of marketing ideas we may be able to share with each other.
In my specific case, we are a very small, non-profit theatre and we are still working on building up our houses. We have a 72 seat house, and most of our shows will draw to fill about 1/2 - 3/4s of the house. I will be meeting with the board of directors soon to discuss new marketing techniques to try and compete with "the big boys" in the city. We are in Denver, so there is a lot of competition for the almighty theatre-dollar.
What are some of your best practices for marketing your shows and theatre? I'm sure I'm not the only one that would love some input here?
Thanks!
Deb
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Replies:
Posted By: biggertigger
Date Posted: 6/29/07 at 10:02pm
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Wow, good questions, too many answers. First we know the objective, putting more butts in your seats.
What is your target audience? Here, I think it's those that occasionally go to the theater or have little interest in theater. How can you peak thier interest to attend shows more regularly. The name of the show or the writer is a good way to bring interest. Even the subject matter can bring desire to watch the show. But you want repeat business, not just the occaissional theater goer.
Then there is how to advertise, what marketing venue should one use? Commonly is the media (newspaper print and local television/radio). Magazine (unless local) will not hit your target market. But a local magazine has a longer life then news print and television/radio.
But direct marketing (mailers/e-mailers) right to people can draw interest. There are many ways to gain addresses that wont toss the advertisment away.
The trick is to create different levels of advertising. Review what you are currently doing for advertising, get feed back from your audience to find what is work and what is not. Then create a plan to get new/better marketing to increase your audience size. ------------- The two greatest days in a theater persons life, the day you start a new show and the day the damn thing closes. |
Posted By: Debflo
Date Posted: 7/01/07 at 12:50pm
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Very good points. I think part of our problem over the past couple years has been that we haven't identified our target audience yet. Most of our shows are filled with family and friends. And they are great, but lets face it, your family and friends will only come to see so many shows before they get burnt out.
We have built a mailing list of people that have come to our shows, and that is definitely one area I will be focusing on. I have always heard that mailers need to be recieved several times before people will read them and not throw them away. What is your thought on that? Thanks so much!! |
Posted By: biggertigger
Date Posted: 7/01/07 at 11:06pm
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You are correct, those that like theater will always find you out. Now it's finding those that don't know about you.
What are some of the marketing practices that the other theaters in your area are doing? These practices maybe something to look into.
Another thing I would look at is the theater itself. Be critically honest, how are your shows being preceived? How is the theater itself? Location? Remember, image is everything.
There are many different ways to get the advertisment out. Mailers are a great way, but they tend to find their way to the trash before the show is in rehearsal. Though this is money well spent, you are only reaching those that are already interested in your theater. You'll need creative ideas to reach that target market you are trying to woo.
I have a few ideas, but I am interested in what others have done.
I'll be glad to discuss this further. Hopefully others can get creative too.
------------- The two greatest days in a theater persons life, the day you start a new show and the day the damn thing closes. |
Posted By: Debflo
Date Posted: 7/03/07 at 12:21pm
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thanks again. I think we need to sit down and really asses how our theatre is percieved. I think because we are in a more "urban" setting and that we haven't done a lot of publicity in the past, we may not have the most "favorable" image in the community. Honestly, our quality rivals that of anything I have seen at the same level, so I think we need to get that accross.
I would love to hear what some people have done too, hopefully more will start contributing to this thread :)
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Posted By: biggertigger
Date Posted: 7/08/07 at 6:25pm
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Ok, quick ideas based on what you gave me. First off, if you are doing the same quality as the others, are you cheaper? Is this worth the trip for a better price?
You are out of the way a little, what brings people to your area? Have a restaurant that brings people in? Can you pair with them (Dinner and tickets, coupons in programs for a discount, etc.)?
Why are you not a "favorable" image in your community? What are ways to change this. Do you have a Chamber of Commerce that can work with you to help promote your theater?
Other ideas is to begin targeting audience based on the show. This will begin to bring in some interest and the best advertisment is word of mouth. i.e. If you are doing the popular "High School Musical" begin advertising through radio (this is pop music kids love) team with the radio to get the advertisment out. Create fun ways for kids, free tickets, autographed post, cast album to a caller. There is many ways to advertise this show. Think of the various posibilities. ------------- The two greatest days in a theater persons life, the day you start a new show and the day the damn thing closes. |
Posted By: Debflo
Date Posted: 7/10/07 at 3:36pm
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Yes, our tickets are usually $3 to $5 cheaper than the other theatres. And while we are out of the way, we do have free parking (which most other theatres here do not) so thats another draw here. I like the idea of pairing with restaurants near by.. we have a couple that are independently owned that may work with here...
To answer your question about why we aren't "favorable" in our communiy, I think it has to do with our more urban setting. We are smaller, in a "worse" part of town, things like that. I can't say for sure that is the case, but thats the feeling I get when I speak to other CT people.
I really like your plan of attacking the marketing based on the show. I think our next show may be a good one to start with too. We are doing On Golden Pond, so maybe we can focus that marketing on the specific audience that would want to see that.
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Posted By: jayzehr
Date Posted: 7/10/07 at 10:51pm
| I don't know if this would apply to you, but for our last show our costumer worked for the local university and listed our production as a play that could be reviewed as part of a requirement to attend and review performing arts events. We wound up getting a lot more students than usual. |
Posted By: biggertigger
Date Posted: 7/10/07 at 10:59pm
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Oh, On Golden Pond, talk to your adult homes (old folks home, senior citizen centers, etc.) to come and see the show. Sell out just one night specifically for them, they'll love the opportunity. Many of these places have a bus they can use, if not, talk to your local school about donating a few hours to bus them in.
You could also appeal to the Red Hat society about sponsorship/fund raiser. This is a group of girls that like to have a good time and theater is one way for them. Not sure how your theater works but we did one show that planned a one night event (a bigger ticket price) that paired it with wine tasting before hand (and small snacks). Of course we did a comedy and the red hats went crazy for the show. Many of them came back with other friends later to watch the show again.
I know how that worse part of town thing works. Makes it difficult for all businesses in the area. You could try to contact your local police to offer additional security during show nights or hire security (maybe cost prohibitive). And make a point during conversations and/or during ticket sales to mention that parking is free in our secure parking lot. For your convenience we will be happy to have a guard escort you to your car after shows. Or something along this line.
Gosh, I love this stuff. If you want to hire me to do publicity, I'm always available.  ------------- The two greatest days in a theater persons life, the day you start a new show and the day the damn thing closes. |
Posted By: Debflo
Date Posted: 7/11/07 at 1:23pm
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jayzehr - I never thought of that, thats a great idea. There are a bunch of colleges in town...
BiggerTigger - I love the red hat idea!! I've in the past marketed (somewhat successfully) to a retirement community's drama club. I got a group of 30 to come to the show with a wine and cheese party before hand. I think expanding on that to inlcude other groups would be a good idea - like the red hats. I just need to find out how to contact them.
I definitely think we also need to list that parking is free in our "secure" lot. I think the word secure needs to be in there for sure. Not sure if we have the budget to hire security, unfortunately though it is a great idea.
I'm thinking OGP is going to be a great show to start out with our new marketing plans. Its a well known show, and it should draw well. (I hope)
Wow, you are right, you are great at this stuff! I'm loving this conversation! Thanks so much!!
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Posted By: tdsands
Date Posted: 7/11/07 at 7:59pm
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I have to agree with biggertrigger, especially about the retirement communities and the Red Hat Society. We have 3 different groups that come to our productions in buses. They have a great time and always look forward to coming back. We have also donated tickets to various charities and PTO's for thier fund raisers. A set of four is plenty. there alway's seems to be a raffle or auction somewhere. (If the seats are empty anyway).We have also talked about taking a "light" performance, like opening night, and offering to give some of the proceeds to a charity of some kind. (And then pushing for as much free publicity as we can get!) Ads are expensive. News is free!
------------- tdsands @ NRT |
Posted By: jayzehr
Date Posted: 7/14/07 at 4:36am
| Don't know if this came up--too lazy to look:) but another thing we've done is give pairs of tickets to a radio station to give away as prizes. Everytime they give away the tickets, it's free advertising. |
Posted By: Debflo
Date Posted: 7/16/07 at 3:37pm
| These are all great ideas - One question though - have you all had trouble getting into the Red Hat society? I was speaking with another director in our company, and he said he had tried to get the Red Hatters to come but it was impossible to work it out? Any thoughts there? |
Posted By: tdsands
Date Posted: 7/16/07 at 8:15pm
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Sorry Debflo, the Red Hat's came to us. ( We do give them a group discount) ------------- tdsands @ NRT |
Posted By: biggertigger
Date Posted: 7/17/07 at 9:03am
Or you can find out where a chapter is located, http://www.redhatsociety.com/search.lasso - http://www.redhatsociety.com/search.lasso ? and contact them with an offer for a night at the theater. You may want to create a whole package for them, i.e. a regular show ticket cost $5.00, so add in wine tasting and hor'dourves for $10.00. Begin with doors open at 6:30, curtain at 8:00.
Try more than one chapter. The more the merrier.
As for finding wine and hor'dourves I would look at a local winery (who will sometimes do it for free) and for a caterer find a start up that needs business. You'll get a better deal. ------------- The two greatest days in a theater persons life, the day you start a new show and the day the damn thing closes. |
Posted By: Debflo
Date Posted: 7/17/07 at 12:10pm
| Biggertigger - thanks so much! There are TONS of chapters near me and that page lets me send an email to all of them. Some even have their own websites. I counted about 40 chapters near our theatre! We had our meeting last night and decided OGP would be a great show to invite them all to. We figured we would do a discounted ticket and a wine and cheese party before hand, and reserved seating. If I start now (the show isn't until late August) maybe I can get some results from this! |
Posted By: biggertigger
Date Posted: 7/17/07 at 4:02pm
I am so glad I could help. 
Please let me know if you need suggestions for other shows. ------------- The two greatest days in a theater persons life, the day you start a new show and the day the damn thing closes. |
Posted By: whitebat
Date Posted: 8/13/07 at 12:23am
| Being in a much smaller town, we have some different methods of advertising. One of our actors is the secretary at the Middle School. She offered the kids a treat for bringing in an autographed program of our show. Several kids came and I guess it made the actors feel like stars(?). Our dearly(?) departed former theater group used to do really "creative" newspaper ads, e.g. putting a lost ad in for " a pooka, about 6 feet tall, looks like a rabbit, answers to "Harvey"". I think they rabbit-tracked the sidewalk too. |
Posted By: bbpchick
Date Posted: 8/16/07 at 5:31am
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We are trying to get the local Lions Club, and red hatters to come to our show, so if it works out I'll let you know. This may not work for you, but we are in a small community, so we joined the local Chamber of Commerce and regularly attend thier monthly mixers. We almost always have someting to announce when they ask for them and we give away tickets for their dawings. This gets our name out and garners business support. ------------- Kendra http://www.murphysblackbartplayer.com - www.murphysblackbartplayers.com You are NEVER too old to dress up! |
Posted By: Debflo
Date Posted: 8/16/07 at 6:24pm
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bbpchick - I did something with our chamber of commerce too. They were able to provide me with a list of all the retirement communities in the area, with mailing addresses and contact people. So I simply wrote letters to all of them offering a group discount and a "special evening" for them.
Whitebat - good ideas too. I hadn't thought of that one before. I like that it is show specific.
Keep em coming! I would think this is helpful for all of us.
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Posted By: John Luzaich
Date Posted: 2/29/08 at 4:05pm
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Wow, so much to cover in marketing.........
We send press releases to 32 different newspapers. Some are weekly, some daily. We send P.S.A.'s to 16 radio stations. We've grown our mailing list from 3000 addresses to 6500 addresses. We've grown our e-mail list to 865 e-mail addresses. We've been very creative in the print ads we develop. We've done many, many trade deals. (I have an ad in your playbill, you have an ad in mine) with many theatres, university/college programs, professional theatres, radio spot trades, TV spot trades.
develop a myspace page
develop a facebook page
ITUNES - build songs of upcoming shows and publish the link
sign up for Google alerts (alerts you anytime someone is checking you out)
text message
send an e-mail blast on a monthly basis and change it up
read the book "The Tipping Point"
read the book "Don't Just APPLAUD, Send Money"
do podcasts
display at off-site places (mall windows/kiosks, art fairs)
figure out who influencial people are and get them to your shows.
Who's going to replace the season ticket holders and older folks as they age out of our system? We need the middle group of age range and younger people. In that sense......
Find out which young people in your area do blogs and e-mails and are influencial with their peers and invite them to your show, or get them to your invitational dress. They're the ones that will be all over the internet telling their friends that they need to go see your show!
Later,
John ------------- John cfct@cfu.net http://www.osterregent.org http://www.facebook.com/osterregent |
Posted By: Debflo
Date Posted: 2/29/08 at 5:32pm
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Sounds like you have a lot of great practices going on. I'd be very interested to hear more. We are struggling a bit with the marketing aspect and I'm really trying to build what we have. Some of these ideas are new to me... the Itunes, the Podcast, the blogging, google alerts... can you give me any more information or suggestions on these? I guess just expand on some of these ideas?
Thanks so much!
Deb
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Posted By: John Luzaich
Date Posted: 3/04/08 at 5:17pm
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Deb, It looks like trutter has some really neat things on his personal website. check it out. I did a post under "money" and then "website" specifically asking for website comments, suggestions, tips. We'll see what kind of response we get, but we're looking at a total overhaul/redesign of our poor website. It's updated a few times a year and there is so much we could be and should be doing on it. Check out Troy's website. He's works with the community theatre in Ames, Iowa. ------------- John cfct@cfu.net http://www.osterregent.org http://www.facebook.com/osterregent |
Posted By: Dave Charest
Date Posted: 8/12/08 at 10:05am
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Great thread. I'll offer some advice about email marketing to your list.
It's very important you cultivate your list to help it grow. Marketing to people who have already shown interest in your group is much easier than trying to find fresh faces. It's very important to begin marketing to your list regularly so you can keep your group, top of mind. What's great is that email is extremely affordable and you can set a campaign to work on auto-pilot with any of the email marketing services available today. So when should you start marketing to your list? I say the minute you know what show you'll be producing. Send out a 'here's what we're doing' email. Then send out weekly updates, one topic per email e.g. Why this play was chosen, info on the playwright, How does it relate to today, what's going on in rehearsal, who are the characters in the play - who are the actors playing them. Ideally you'd want to tie this all together with some backstage video interviews with those involved in the production. The goal is to start making your list feel like they're part of the production before they've even set foot in the theatre. And by keeping top of mind you'll increase the odds of getting people on your list to the shows during the run. Also ask for feedback in each email. And also ask that they forward the email to someone who may be interested. Simply sending an email about the show two weeks before is not enough. It's all about the show before the show. Build awareness, community and buzz leading up to the performance. There's more of course regarding the list but this is a good way to start thinking about it. Hope this helps. D. |
Posted By: jayzehr
Date Posted: 8/12/08 at 2:20pm
| Dave, do you have any other strategies for growing your email list besides just soliciting people who are at your shows? |
Posted By: Dave Charest
Date Posted: 8/13/08 at 12:36pm
Hi jayzehr,
Sure. First just to clarify, why I stress putting so much attention on your current list. There have already been posts in this thread about the importance of choosing a target audience. When you interact with the people on your current list you can learn a lot about what attracted them to your theatre. This information can help you create a stronger attraction message for your marketing. Which helps you attract others looking for the same things as your original list member (target.) Hope that helps clarify. Moving to other strategies for building your email list... One way would be to create a guide for theatre goers in your area or something else that would be of value to your potential audience. (This again takes us back to listening to your current list to find out what would be of value to them. If it's of value to them it'll be valuable to others.) Offer this guide on your website for free in exchange for an email address. As a bonus they also get a free subscription to your newsletter. You'll see many websites today offering this type of freebie in exchange for an email address. And is common practice for building your email list. You could put together some type of coupon book with area businesses, perhaps. Just a thought. Hope this helps. D. |
Posted By: skoehler
Date Posted: 8/14/08 at 4:27pm
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You mention that you are in an urban area. Have you reached out to your neighborhood for support? Are you trying to attract the more heeled crowd, or any crowd? How old is your average audience member? Do you need to address diversity in your audience, our programming? Try some local tie in with something in your community. You mentioned you are in Denver, lots of great theatre in Denver by the way, are you doing anything, even if just with your loyal crowds, to jump on the convention bandwagon? Someone already said it, news is free. Redhatters are hard to draw into your theatre, but once you get them you have almost have a built in sell out every run. Good luck, let us know how it goes. ------------- Steven Koehler Managing Director Civic Theatre of Greater Lafayette www.lafayettecivic.org |
Posted By: John Luzaich
Date Posted: 2/16/09 at 1:28pm
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We just launched our web site at http://www.osterregent.org - www.osterregent.org ------------- John cfct@cfu.net http://www.osterregent.org http://www.facebook.com/osterregent |