Marketing a production can feel overwhelming. How do you get people in the seats when your audience seems limited to friends and family? From creative social media campaigns to school outreach and immersive community previews, consider combining traditional methods with innovative approaches to engage audiences, build excitement, and make your show a success.
Below are our top 10 marketing tips that any student or community theatre production can use to get more eyes on their show, fill seats, and create lasting buzz.
1. Build relationships with schools.
- Send multiple mailings to principals, teachers, and drama departments.
- Offer student discounts and tie them to extra incentives (e.g., canned food drives).
- Include lesson plans aligned with state standards to make attending easy for teachers.
- Repeat contact is key - five to seven touches increase engagement.
2. Use social media strategically.
- Promote your show on platforms where your audience is active (Facebook, Instagram).
- Use paid ads if budget allows; even small amounts can generate ticket sales.
- Tie social posts to events and fun activities for broader reach.
3. Involve your cast in marketing.
- Have cast members create a show hashtag and take photos for social media.
- Make it fun and competitive. Consider small rewards for engagement.
- Encourage sharing across personal networks to expand your reach.
4. Host community previews.
- Perform excerpts or themed readings at libraries, cafes, and arts centers.
- Give audiences a taste of the show without giving it all away.
- Use previews to interact directly with potential attendees.
5. Create a show trailer.
- Film rehearsal clips or themed teasers to post online.
- Highlight the tone and mood of your show to generate excitement.
- Share it across social media, ticketing pages, and newsletters.
6. Combine traditional marketing with new approaches.
- Don’t abandon posters, newspaper ads, banners, and newsletters—they still work.
- Layer new strategies like social media, school outreach, and community previews for maximum impact.
7. Tie marketing to incentives.
- Student discounts, door prize raffles, or small awards encourage attendance.
- Link marketing campaigns to charitable actions to create goodwill and engagement.
8. Leverage your strengths and team.
- If you’re introverted or inexperienced in outreach, collaborate with an extroverted team member.
- Play off each other’s strengths to execute marketing efficiently.
9. Keep marketing visual and fun.
- Instagrammable photos, creative hashtags, and cast challenges make promotion engaging.
- Recognize participants with small awards to maintain excitement and investment.
10. Learn and iterate.
- Reflect on what worked and what could be improved.
- Push community previews further, explore new venues, and refine social campaigns.
- Success builds over time. Don’t expect massive turnout on the first try.
