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.
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.
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)?
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.
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.
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.
One of the most popular blog posts on Sold Out Run is about finding inspiration for theatre marketing. I know from my search traffic that a lot of people are scouring the web for ideas to promote their shows. There’s nothing wrong with that, and I certainly do it from time to time. It’s a great way to find crazy out-of-the-box ideas that you’d be hard pressed to dream up on your own.
You can’t market a theatre solely on out-of-the-box ideas, though. You need some good inside-of-the-box ideas, too, and those are a lot tougher to find online. They aren’t flashy enough to get talked about, but you can identify marketing tactics that verifiably motivate your exact target market to buy a ticket.
What will it cost you? The price of a few Starbucks.