The quality of the promotions for your show is the same level as the quality of your production. Good logo means a good show. If you have lots of coverage in the local newspaper and radio stations, then your show is both poignant and funny. The craftmanship that goes into your website at www.NAMEOFYOURSHOW.com perfectly mirrors the dedication and talent of your cast and crew.
None of those statements are necessarily true, but those are the conclusions that your potential audience will be drawing every time they see something about your show. (If they don't see you mentioned anywhere, they draw conclusions from that, too.)
Auditioning For an Audience
Your audience is going to view your marketing as an accurate reflection of your art. You can kick the dirt and wish for things to be different, but that's just the way the world works.
You are auditioning for your audience with every promotional piece you put out there. There's a lot of talented competition for the role of “Friday night's entertainment.” If you want that part, you need to show them what you've got. You need to help them see you in that role, and make them want to see more.
Take Pride in Your Promotions
There's simply no excuse for dialing in your promotional efforts. You can't email a press release to the local paper, give your cast a stack of flyers, and cross your fingers. If that's your marketing plan, then you are blowing your audition. Frankly that comes across more like you are embarrassed of your show, and you sincerely hope nobody comes to see it.
There's a lot of talented competition for the role of “Friday night's entertainment.”
What gets you excited about this production? If the music is sensational you need to get on the radio, perform a song or two for free at the local park the week the show opens, or send a 30 second downloadable mp3 to everyone who's ever been to a musical in your town.
Did you change the gender of one of the main characters? Offer to come in and talk at the local university's gender studies classes or even high schools about why you made the change and what it means. Interview local talent that has played the role in the traditional gender, and put together all their responses about the idea into a short video that you can pass around social media channels.
Do something to let people see you believe in this show and are thrilled to have your name attached to it.
Unless of course you really are embarrassed by your production. In which case a press release, flyers, and maybe a “buy-tickets-please” post on Facebook will be enough to convince people that you really did try to promote the show without running the risk of having people actually show up.
Author: Clay Mabbitt, SoldOutRun.com.
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