Before the house lights dim, performing arts companies must tackle the challenge of filling seats — often on tight budgets.
The good news? Theatergoers are coming back. According to Statista, the arts, entertainment and recreation industry has rebounded to pre-pandemic levels, with audiences eager for live performances. The challenge is getting them to choose your show over others.
At Zoe Marketing & Communications, we’ve worked with clients in metro Detroit and Chicago to promote local and touring performances. Here’s a look at five of the most effective ways to market your shows, both paid and unpaid, to reach your audience.
1. Earned media (and retargeting it)
“Earned media” refers to free publicity, like coverage from local news outlets or event calendars. Make the most of it by:
- Submitting show details early: Add your event to web calendars several weeks in advance.
- Pitching to editors: Send press releases with high-quality photos to increase your chances of being featured.
Don’t forget retargeting, too. If your earned media links to your website, use a retargeting pixel on the landing page to reengage visitors who don’t buy tickets.
- How it works: Reminder ads follow users as they browse the web.
- Requirements: Retargeting campaigns need at least 500 monthly visitors to your site.
- Platforms to try: Set up campaigns on Google Ads or Bing Ads.
2. Focus on key audiences
Theater audiences aren’t one-size-fits-all. Be clear about who you want to reach:
- Past ticket holders you can reconnect with via email
- Folks who have “fallen off” and you want to lure back
- Prospective attendees searching for events
- Untraditional theatergoers drawn to a specific title or theme
- Certain demographics (families, singles, age groups, etc.)
Your target groups may vary by show or season. Consult with your team to set priorities, and test your strategies as needed.
3. Social media ads
Social media platforms, particularly Facebook and Instagram, let you reach the right audience with precision. Use your show’s photos to create engaging ads targeted to:
- People interested in performance venues, Broadway or stage plays.
- Local parents, couples or specific age groups like millennials.
- Geographies like a 20-mile radius or an entire metro area.
Paid social media campaigns help you reach new audiences, but don’t forget organic posts. Behind-the-scenes peeks, show previews and stories are all great ways to engage your existing followers.
4. Email marketing
Email is a direct way to stay top of mind with potential attendees. Craft campaigns tailored to specific audiences, whether they’re your existing subscribers or new contacts from paid lists.
- Paid lists: Partner with a media company or agency to access opt-in subscriber lists. Send display emails with strong visuals and a clear call to action, like “Buy tickets now!”
- Your list: Use your email list to build loyalty among current fans. Keep them informed about upcoming shows with regular updates, increasing frequency as show dates approach.
5. Retargeted ads based on keywords
Retargeting ads can keep your show visible to people searching for activities near your theater. For example, if someone Googles “things to do near me,” your ads can follow them as they browse other sites.
While this strategy aligns well with your audience, it can be pricier. Pairing with an agency that offers access to the right tools can help maximize results.
Next steps for marketing your theater arts
Marketing your performing arts company requires focus and creativity. Narrowing your marketing efforts on a few key areas, paid and unpaid, can make an impact.
Ready to bring more patrons to your performances? Talk to us. We can help you build a strategy tailored to your goals.
Still exploring your options? Check out these helpful reads:
Kim Kovelle
As Zoe Marketing & Communications’ content manager, Kim Kovelle brings over 20 years of writing and editing experience in metro Detroit. She has strong roots in community journalism and a knack for making complicated topics make more sense.
