Hello fellow improvisors with marketing dreams!
My name is Andrea, and I’m an improviser by night and a marketer by day. After talking to the wonderful Nick Armstrong and Bill Binder at Camp Improv Utopia, we mutually realized that a lot of theater owners are asking questions about how to better utilize their marketing and social media tools. Don´t forget to read your king kong digital marketing reviews before you get started.
I won’t pretend to be a marketing expert, but I will do my best to provide advice and tools in this post (and in future posts) on a subject that I spend 8 hours a day thinking about.
This will hopefully be the first in a series of posts on how to bring together all your different and wonderful marketing ideas in order to accomplish your goals and to help your theater and your community flourish.
The Definition of Marketing for Theater Owners
Before we talk about the ins and outs of marketing, we should start by discussing the definition of marketing. I know this will be a review for many of you as I see so many theaters doing so many great things already, but it’s good to get everyone started on the same page.
There are numerous definitions for the term ‘marketing’ these days because the word marketing has become somewhat of a buzz word and any buzz word’s meaning tends to get lost in the cloud of the buzz. Here, for example, is a definition from Wikipedia that abruptly and concisely defines the term:
“Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service, or brand.”
And while I think definitions like this are certainly factually correct, these definitions simultaneously glaze over the most important aspect of marketing: the human connection. Yes, marketing is about communicating the value of a product to a consumer, but more than that, marketing is about making a genuine human connection between your business(you) and another person.
I think a more accurate definition of marketing is the following,
“I believe passionately that good marketing essentials are the same. We all are emotional beings looking for relevance, context and connection.” – Beth Comstock Senior Vice President and CMO of General Electric and overseer of the founding of Hulu.
What does this definition mean? It means that every time you market your theater you should be thinking about three things.
- Is what I’m promoting genuinely relevant to my audience (consumers) and/or am I marketing to the right audience?
- In what context does it make the most sense to share this information with my audience? (e.g. social media, press releases, flyers)
- Is the way in which I’m sharing this information helping me to make a genuine connection with my audience in the sense that they are feeling good about the relationship they have with my business.
The third tier is perhaps the trickiest because it’s the mistake I see businesses make the most. Your first priority when marketing is not to make your business look good. Your first priority is to make other people feel good about themselves in relation to your business. The distinction is small but important because it’s the difference between shouting, “my business is great,” into an empty room, and genuinely saying, “You are great, and my business is greater because of you,” to an actual person.
Everything you do when marketing should first and foremost be about making other people (your consumers) feel significant and in turn your business will look better. That doesn’t mean that you shouldn’t deliver a good product (a good product is the root of everything), but it does mean that when you’re promoting your theater you should be thinking about how your products (shows, classes, etc.) are good for others and not how they’re good for your business. If you can remember to ask yourself the above three questions any time you are marketing your theater, you will likely be on the right track to creating a healthy long term relationship with your audience.
Different Types of Marketing for Theater Owners
Since marketing is founded on promoting your business through human connection, it can be comprised of almost anything. However, ‘anything’ isn’t helpful in making definite decisions about how to progress your business, so here is a basic breakdown of some of the more popular types of marketing that may be relevant to small business owners. The terms below are split up for clarification but very often overlap and work together. I will discuss these at further length in future posts.
Online Marketing – Promoting your theater on the internet via online banners, ads, search marketing, email marketing, etc.
Search Marketing – Driving consumers to your website when they do an internet search (through search engines such as Google) via paid or unpaid methods.
Email Marketing – Directly marketing to current or potential customers via email.
Public Relations – Strategically promoting your business to the public in a positive way. This often includes press & media outreach.
B2B Marketing – Marketing as one business selling to another business. This is relevant for theater owners in things such as corporate workshops.
Partner Marketing – Teaming up with another organization in order to promote both businesses for your mutual benefit. An example of this might be two theaters teaming up together or theaters bringing in outside performers or businesses that have complimentary agendas.
Influencer Marketing – Marketing to key individuals who are highly influential in your community who then further market your product for you.
Grassroots Marketing – Targeting small groups in various, creative ways and hoping it will spread to larger audiences.
Social Media Marketing – Reaching out to your audience through Social Media channels via paid or unpaid methods.
Sales Marketing – Following up with consumers in a personalized way to help them purchase a given a product (i.e. a class).
Content Marketing – Creating content to attract people to your business or content that your audience can interact with. Examples of this would be specific images, blog posts, or interactive tools or training.
Direct Mail Marketing – Advertising through standard mail. This can be used to promote your theater to locals in your city.
Word of Mouth Marketing – As opposed to organic word of mouth, actively pursuing businesses and influencers to spread the word about your business.
Why Is Marketing Important for a Theater Owner: Making People Feel Significant
I think the most obvious reason that marketing is important for theater owners is that good marketing can drive people to your theater. Whether you’re trying to fill the seats for a show or get more students into the classroom, good marketing can be the force that helps your theater to grow.
What I also think is interesting and that I’d like to follow up on from earlier is the importance of making people feel significant when you’re marketing to them. Think about a given student you have in your theater that LOVES your theater. Then think about the reason why that student loves your theater. Likely you have given this student a really incredible experience. You’ve given him an awesome class, a great community to be a part of, a caring teacher, and more. Now this student can’t wait to tell his friends about his experience. You’ve nurtured this student in what was probably a very natural way because most improvisors are such caring people.
Now think about what would happen if you marketed from a similar point of view. If through your marketing you made people feel incredible about an experience or potential experience. This is how you create long term followers and long term followers are what make your theater really grow. Because getting someone in your audience for a night is great, but getting someone in your audience every month for a whole year is much better.
This brings us back to the start of the importance of building a connection with your audience and community. These connections, whether they be through a simple email or a face-to-face talk, can be what inevitably make your theater not only the place to be but the place that people truly want to be.
San Diego based improvisor. Loves science fiction books and the show BoJack Horseman. Also enjoys eating food and drinking water and sometimes exercising. During the day time, she markets different things to different people.
