Marketing Tactics for Niche Markets
Marketing a Live Theater Business
The task of promoting a live theater business has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?
In a live theater business, the line between success and failure is based on more than the execution of core competencies.
Marketing increases the brand footprint of a live theater business and drives the customer acquisition process.
Promotional Calendars
Sloppy marketing programs have no place in growing live theater businesses. Instead of offering special promotions on the spur of the moment, we recommend creating a promotional calendar for the fiscal year. Although you can adjust the calendar as needed, advanced planning makes it easier to connect your company's marketing tactics to sales objectives, inventory levels, staffing, and other areas of the business. Many list vendors appreciate promotional calendars because they are useful for timing the delivery of the resources your business needs to meet strategic objectives.
Sponsorships
Event and team sponsorships are a proven method for raising the public profile of live theater businesses. In many cases, the most effective sponsorships are those that occur over a period of time rather than being limited to a one-off event. It's critical to accurately match your event and team sponsorships to likely live theater business patrons. In any sponsorship scenario, be prepared to quickly withdraw your support if the event begins to attract negative publicity.
Generating Buzz
Never underestimate the value of good buzz with consumers. There are multiple ways owners can tout the benefits of their product offerings, but the most effective promotions are personal recommendations or word of mouth advertising. In a live theater business, buzz is a critical consideration in the marketing mix. The process begins with developing communication vehicles and mechanisms that invite discussion. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.
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