Clay Mabbitt

My name is Clay Mabbitt. I have a professional marketing background, and a love of theatre.

After seeing and being part of some exceptional theatre that never found its audience, I felt compelled to share what I know to help raise the level of promotion going on for stage productions.

Welcome, and if you’re new to Sold Out Run I encourage you to take a quick look at what this site is about.

The Role of Social Media in Theatre Marketing

Here’s my honest take on social media: It’s awesome – not as awesome as it’s sometimes made out to be – but awesome.

You can get started with no financial investment. Platforms like Facebook and Twitter have huge numbers of people that you’d like to get in front of. It’s kind of fun.

But at the end of the day it’s just one of many options in your marketing bag of tricks. It’s not a rubik’s cube with some “right” answer to solve, so don’t feel like if you just posted the exact right things in the exact right order you would somehow “solve” social media.

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SOR 62: How To Promote Subscriptions and Keep Current Subscribers

Season subscriptions are great for you, but are they great for your audience? The key to gaining and keeping subscribers is to make sure you provide them with something they feel is well worth their financial investment. Notice I didn’t say you need to provide them with something you feel is worth their financial investment.


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Grow Your Email List

A handful of weeks ago, I started thinking about creating a resource that covers email marketing for theatre companies: what to write about, how to get subscribers, what tools to use, etc. The ideas are starting to take shape. I’ve written a few parts of what will probably eventually be an ebook on this subject.

I want to share one of the sections I’ve been working on here on the blog. I’m interested in hearing what your thoughts are. Is this not enough detail to get started (or too much or just right)?

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SOR 61: Joni Lambert Customizes My Marketing Calendar Template to Fit Her Show and Gets Press Coverage

Joni Lambert is not a marketing expert. She’s an artist who wanted to promote her show. With a little online searching she stumbled upon Sold Out Run, and that led her to completely sell out her show more than a week before she opened. I wanted to know how she approached her marketing, and I’m guessing you might, too.


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The Facebook Failure Fallacy

I had the pleasure of talking on the phone with a couple of Sold Out Run followers last week. It was incredibly useful to hear people describing what they were actually doing with their marketing right now, and hear the questions they had. Even in talking to such a small number of people, I noticed a recurring theme: people feel like they are failing at social media – particularly Facebook.

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SOR 60: Curtis Shepard On His Experience Finding an Audience As a Stranger In Town

A mutual friend introduced me to Curtis Shepard, and I’m very glad she did. Fringe festivals area a hectic time, and without that introduction I might not have made it out to see Curtis’s show Unmasked. (That’s marketing lesson #1.)

Curtis is a thoughful, articulate guy who doesn’t have a big marketing machine behind him. That makes him a fantastic candidate to bring on the podcast and talk about how he approaches promoting a show in a town where no one knows his name.


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