The Art of the Business

A blog dedicated to artists who are serious about their business.

How many posters should we print? February 9, 2009

I was asked this question in a phone call from one of my clients last week.

“500?” she asked. I nearly choked on my coffee.

There’s a marketing revolution happening, folks. And the news is mostly good, and a little bit bad. Truth is, the tried-and-true, traditional methods of marketing our theatre productions, like posters and postcards, and ads in newspapers, aren’t working anymore. Part of the reason for this is that, we are so constantly inundated with advertising, that is is almost impossible to break through. Granted, an eye-grabbing graphic or title might help, but at the end of the day, what is going to sell tickets more than anything else is relationship selling.

The good news about that is that it is much, much cheaper than traditional forms of advertising. The bad news is, you will have to make a deep investment of time, and that can sometimes be a big challenge for already-overworked non-profit theatre companies. But the payoff can be really, really big.

In this day and age of spam, impersonal form-emails and auto responders, a personal touch is almost rare, and therefore stands out more. It’s like we’re going back to the days of the door-to-door salesman. A thirty-second “elevator pitch” paired with the backup of printed material (like a postcard, business card or flyer) could be the shortest distance between you and a ticket sale.

Online social networking via Facebook, Twitter, and blogs is another way to create relationships and reach your audience.

So… how many posters should you print? If you are a small company, and doing a show that is less than a three week run, in a theatre that seats under 200, only print between 100-200 posters. They are not your greatest form of advertising, another touchpiont, yes, but at the risk of getting torn down, or just not noticed. The return on your investment is not going to be great.

An investment of time and passion, on the other hand, could pay off big time.

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