Strategic Marketing in Theatre: Converting Advertisements into Lasting Audience Connections

by Andrew Howard, Head of Audiences, Marketing and Sales at Blackpool Grand Theatre

Effective marketing is the key to turning a production into a hit in the fast-paced world of theatre. Here I explore some essential thoughts and strategies to help boost your next upcoming production, from eye-catching ads to powerful promotions and audience engagement, all aimed at driving those ticket sales. Hopefully, this will help you to forge genuine connections with your audience and tackle today's marketing landscape challenges. Let's attempt to unlock the hidden secrets to crafting campaigns that will not only fill seats but also build you a loyal fan base.

1. Advertisement: The Opening Act

In a theatre show, the advertisement is like the opening act, setting the stage for everything to come. The marketing team develops eye-catching posters, engaging social media content, and compelling trailers that showcase the show’s highlights. This initial push captures the audience’s attention and stirs excitement.

Pitfalls to Avoid:

? Overhyping: It’s so easy to do but avoid making exaggerated claims about the show that could lead to disappointment. Authenticity is key.

? Ignoring Target Audience: Ensure that the advertising aligns with the interests of your intended audience. Misguided targeting can waste resources.

2. Promotion: The Intermission

As the opening act concludes, promotion takes centre stage. This includes special events, behind-the-scenes content, or influencer partnerships that further engage potential viewers. For instance, hosting a meet-and-greet with the cast can create a great buzz and deepen audience connection.

Pitfalls to Avoid:

? Inconsistent Messaging: Ensure that promotional materials are coherent and reflect the show’s branding. Mixed messages can confuse potential attendees.

? Neglecting Digital Channels: In 2024, ensure a robust online presence. Ignoring social media or email marketing can limit your reach to current and new audiences.

3. Publicity: The Dramatic Reveal

Ad publicity plays a critical role as the show approaches its opening, like a dramatic reveal. Press releases, interviews, and media coverage can draw in a wider audience. A well-timed article in a local newspaper or a feature on a popular podcast can significantly enhance visibility.

Pitfalls to Avoid:

? Bad Press Management: Always be prepared for negative reviews or incidents, what will your reaction be, and?how will you counter? Poor management can quickly damage the show’s reputation. Get in front of the situation.

? Underestimating Local Media: Local coverage can be more effective than national campaigns, so engage with community outlets.

4. Public Relations: The Ongoing Storyline

Public relations keep the narrative alive beyond the opening night. This includes maintaining relationships with critics, engaging with fans on social media, and creating community outreach programs. PR strategies should tell a compelling story about the show, reinforcing its themes and values.

Pitfalls to Avoid:

? Neglecting Audience Feedback: Listen to audience reactions and adapt accordingly. Ignoring feedback can alienate viewers.

? Inconsistent Engagement: Keep the conversation going with regular updates. Communication gaps can lead to dwindling interest.

5. Sales: The Final Bow

Ultimately, all these efforts culminate in sales. Ticket sales represent the success of the marketing strategy. A well-executed marketing process ensures that the show is sold out and that the theatre enjoys robust attendance.

Pitfalls to Avoid:

? Late Ticket Sales Push: Begin promoting and selling tickets well in advance. Waiting too long can reduce attendance.

? Poor Pricing Strategy: Research pricing models and be flexible. Overpricing can deter potential attendees, while under-pricing may undervalue the production.

Here are five key elements that drive people to purchase, along with strategies to potentially push them over the line:

1. Scarcity and Urgency

People are more likely to act when they believe that a product or service is limited or only available for a short period. This taps into FOMO (Fear of Missing Out), making them feel the need to act quickly.

Strategy to push:

Highlight limited-time offers, such as "Last few tickets!" or "Offer ends soon!"

Use countdown timers on your website or in email marketing to create a sense of urgency.

Emphasise limited stock or exclusive deals with phrases like "Only a few left" or "Exclusive to our early buyers."

2. Social Proof

People tend to follow the crowd, especially when they see others engaging in similar behaviors. Reviews, testimonials, or celebrity endorsements can significantly impact a purchasing decision.

Strategy to push:

Feature customer reviews, testimonials, and user-generated content prominently on product pages.

Show how many people have already purchased or attended, e.g., "Join 10,000+ satisfied customers."

Leverage influencers or well-known personalities that your audience trusts to endorse the product.

3. Personalisation and Emotional Appeal

Consumers respond positively to personalised experiences and emotional connections. They are more likely to buy when they feel the offer is tailored specifically to their needs or desires.

Strategy to push:

Use targeted messaging based on user behavior or preferences (e.g., personalised emails that reflect past purchases or browsing behavior).

Create an emotional narrative around the product or service that resonates with the consumer’s aspirations or challenges (e.g., how a product will simplify their life, or bring happiness, an emotional connection).

Offer tailored recommendations or product bundles based on their preferences.

4. Perceived Value and Incentives

People want to feel they are getting 'more than what they pay for'. Offering 'added value' or incentives such as discounts, bonuses, or guarantees can just tip that scale.

Strategy to push:

Offer a limited-time discount, or a bundle deal that enhances the perceived value (e.g., "Buy now and get an additional product at 50% off").

Highlight any added benefits, such as free postage, insurance etc.

Use a sense of reward, like “Get a free gift when you purchase today.”

5. Trust and Transparency

Trust is critical in the purchasing process, especially in 2024, where consumers are more discerning about whom they buy from. Clear communication, transparency in pricing, and strong customer service build this trust.

Strategy to push:

Clearly communicate policies like returns, exchanges, and customer support contact information.

State 'this is the lowest price tickets will ever be'.

Share stories about the brand’s mission or ethical practices to build authenticity and trust.

By incorporating these elements into your marketing strategies and reinforcing them at crucial touchpoints, you can guide consumers towards making confident purchasing decisions.

Conclusion: The Symphony of Marketing

This entire process, from advertisement to sales, illustrates the intricate symphony of marketing in a theatre context. Each element—advertisement, promotion, publicity, public relations, and sales—interacts harmoniously to create a compelling experience that resonates with the audience. When executed effectively, this approach not only boosts ticket sales but also builds a loyal community around the production, enhancing its longevity and impact.

In 2024, authenticity, engagement, and adaptability are the keys to navigating the marketing landscape. Theatre marketers must stay attuned to their audience’s preferences, leveraging technology and trends to create a seamless experience. By focusing on these core principles and avoiding common pitfalls, productions can ensure a successful launch and sustained interest.

Top 5 Tips for an Effective Marketing Campaign

1. Know Your Audience: Personalisation is Key

? Example: Use data analytics to segment your audience and tailor messaging. An example could be ‘One Man, Two Guvnors’ where segmentation could include 1. Audiences that love National Theatre work, 2. Audiences that love the featured comedian/star (say Rufus Hound) and other shows they might have appeared in at your theatre, 3. Genre ‘Comedy Drama’ lovers, 4. ‘Crossover’ productions.

Alternatively, you could segment to; Active bookers (Has made 3+ visits, 1 in the past 18 months), First Time Attenders (Has made 1 visit, in the last 18 months), and Stale (Last visit was between 18 months and 36 months ago) – make sure your copy is relative to their visits.

Personalisation emails and social media ads can significantly increase engagement.

2. Create Engaging Content: Visuals Matter

? Example: Invest in high-quality visuals and behind-the-scenes videos that showcase the production process. For example, a time-lapse video of set construction can draw interest and create buzz on social media, making audiences feel more connected to the show. Costume reviews, stage sets, warmup, cast and creative interviews. Film an opening night special, with photo step and repeat wall, greeting staff (maybe themed), foyer/outside building lighting theme… Go all out, it will pay off!

3. Leverage Influencer Partnerships: Expand Your Reach

? Example: Collaborate with local influencers or theatre bloggers to amplify your message. Invite them to preview the show and share their experience online. A popular local influencer can introduce your production to their followers, expanding your audience base.

4. Use Integrated Marketing: Consistency Across Channels

? Example: Ensure that all marketing materials - from social media posts to print ads - have a consistent look and feel (feel free to adapt as you go, however, ensure you keep a core element). For a musical, use the same imagery and colour schemes across all platforms to reinforce brand identity. This cohesive approach strengthens recognition and builds excitement.

5. Engage with Your Community: Build Relationships

? Example: Host community events, such as free workshops or Q&A sessions with the cast and crew. For instance, offering a free acting workshop for local schools not only fosters goodwill but also creates a direct connection between the theatre and the community, encouraging local support for the production.

By implementing these tips, theatre marketers can create dynamic campaigns that resonate with audiences, drive ticket sales, and cultivate long-lasting relationships. Each production can become a celebrated event, contributing to the vibrant cultural landscape and ensuring its place in the hearts of the audience.