Performing Arts Promotion: Basics
According to Andrea Rodi, improviser by night and marketer by day who wrote Marketing & Social Media for Theater Owners, there are three things all theatre owners should ask themselves before they market their theatre on any medium:- Is what I’m promoting genuinely relevant to my audience (consumers) and/or am I marketing to the right audience?
- In what context does it make the most sense to share this information with my audience? (e.g. social media, press releases, flyers)
- Is the way in which I’m sharing this information helping me to make a genuine connection with my audience in the sense that they are feeling good about the relationship they have with my business.
These three basic guidelines apply to social media just as easily as they apply to other marketing strategies.
Yet, this is easier said than done.
The Smith Center for the Performing Arts in Las Vegas has the most Twitter followers, coming in with 31.9K followers on their Twitter account: @SmithCenterLV.
Judging by the Smith Center's activity alone, they haven't had to follow many other Twitter users to call attention to their page- they are only following a meager 711 Twitter pages. For many other theatres in locations with less traffic and tourism, following other theatres and theatre patrons is a good way to let them know your theatre is active and interesting.
To gain further audience involvement, the Smith Center features guest tweeters. Performers who are preparing for upcoming shows at the performing arts center will host the Smith Center Twitter account. The content they post ranges from photos of rehearsals to asking followers about the bar and restaurants in the area to try. Allowing performers to Tweet on behalf of the theatre gives your audience an inside view from that performer's perspective. This can make the audience members feel more involved in the preparation of the show, which may encourage more ticket sales.
Further ways the Smith Center is engaging audiences is through free ticket giveaways announcements on their Twitter page.
To show followers the Smith Center benefits the community in a multitude of ways, they participate in local charity events and tweet a photo of it. It is important to share the unique and interesting things your theatre does in addition to the norm because it enhances your image and diversifies your mission. Why should people feel good about spending their time and money at your theatre?
Andrea Rodi, the writer of the before mentioned blog (posted by Drea Elyse,) says making people feel significant is the key to driving them toward your theatre. "If through your marketing you make people feel incredible about an experience or potential experience, this is how you create long-term followers and long-term followers are what make your theatre really grow."
The Las Vegas theatre also writes features on the Smith Center Website about upcoming artists and links the bio in a Tweet to promote an upcoming show. This brings audience members who may be interested in learning more about an upcoming show or performer directly to the site where they can purchase tickets.
Stay tuned for my future blogs, where I will delve into what the remaining 14 of the top 15 regional theatres in the US (according to the Travel Channel) are doing on social media to gain their success.
This post is Part 1 of a series looking into how theatres use Twitter successfully. Take a look at Part 2: The 5 Most Influential Theatres on Twitter!
Yet, this is easier said than done.
So what are successful theatres actually doing to gain and engage followers on Twitter?
The top 15 regional theatres in the US according to the Travel Channel are all present on social media, but one stands out from the crowd.The Smith Center for the Performing Arts in Las Vegas has the most Twitter followers, coming in with 31.9K followers on their Twitter account: @SmithCenterLV.
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| Photo Credit: Carl |
What is the top theatre doing to gain such an impressive following?
Further analysis of their activity shows the Smith Center has tweeted 3,637 times and liked 2,615 posts. They have been just as active with other accounts as they have with their own. The Smith Center also has a Klout score of 61.
To gain further audience involvement, the Smith Center features guest tweeters. Performers who are preparing for upcoming shows at the performing arts center will host the Smith Center Twitter account. The content they post ranges from photos of rehearsals to asking followers about the bar and restaurants in the area to try. Allowing performers to Tweet on behalf of the theatre gives your audience an inside view from that performer's perspective. This can make the audience members feel more involved in the preparation of the show, which may encourage more ticket sales.Further ways the Smith Center is engaging audiences is through free ticket giveaways announcements on their Twitter page.
To show followers the Smith Center benefits the community in a multitude of ways, they participate in local charity events and tweet a photo of it. It is important to share the unique and interesting things your theatre does in addition to the norm because it enhances your image and diversifies your mission. Why should people feel good about spending their time and money at your theatre?
Andrea Rodi, the writer of the before mentioned blog (posted by Drea Elyse,) says making people feel significant is the key to driving them toward your theatre. "If through your marketing you make people feel incredible about an experience or potential experience, this is how you create long-term followers and long-term followers are what make your theatre really grow."The Las Vegas theatre also writes features on the Smith Center Website about upcoming artists and links the bio in a Tweet to promote an upcoming show. This brings audience members who may be interested in learning more about an upcoming show or performer directly to the site where they can purchase tickets.
The Smith Center has built a major Twitter following by engaging audiences in a variety of ways. Using social media tactics to engage followers, the Las Vegas performing arts center builds a relationship with their followers. If you are a theatre looking to drive loyal followers to your shows, always have a driven purpose and a goal behind your posts.
Stay tuned for my future blogs, where I will delve into what the remaining 14 of the top 15 regional theatres in the US (according to the Travel Channel) are doing on social media to gain their success.
This post is Part 1 of a series looking into how theatres use Twitter successfully. Take a look at Part 2: The 5 Most Influential Theatres on Twitter!
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