Building audiences

This is something all theatre groups etc need to think about. They need to find away to increase the number of people attending their events. At the moment a lot of them are marketting to the same group of people and therefore pulling people away from othe companies. This is not really the right way, we all need to survive. We need to look at what non-theatre attending people want to see, where their interest lies. We need to know where they get their information from are they using web 2.0 sites. Social media web sites. Should companies move away from traditional advertising mediums to the new media. Surely using traditional media is preaching to the converted, these people already attend theatre, and since they have a limit amount of finance they can only view a certain amount of shows. If we target them surely they may come to us but at the expense of another company. And if we want the performing arts to continue  surely we don’t want to affect the financial viability of another company. We need to target people that normally to not attend theatre. We need to get in thier face, advertise were they hang out. This is were the web comes into view. People are finding thinks to do etc using web 2.0 sites. Some popular sites are Myspace, Facebook, BeBo, Twitter and even YouTube. We need to understand these new technologies and then we can make them work for us.

There is a concept called Guerilla marketting.This is an unconventional system of marketting.It is run on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. It is unexpected and unconventional. Customers are targeted where they would not be expecting, which can make the idea that’s being marketed memorable, generate buzz, and even spread virally . Youtube and the other websites can be good for viral marketting. Theatre companies should also have a page on these websites and get as manty friends as possible as you then have a list of people to notify about coming events. The companies need to reach out to people in as many new ways as possible, theier marketting should not be static. Even thier own websites should be designed for people that do not normally attend shows. They need to be updated very often not just each time they have a show. They need to be blog like in essence. The also need an RSS feed available for those people that want to be notified when knew stuff is added. An almost aggresive email type campaign can help. The trick is to hit people often with snippets of info, that develop thier interest in the coming event. And these days of online purchasing it might be worthwhile having a method to purchase tickets online using paypal to complete the payment. If you build thier interest and they notice they can buy online you might just hook another sale.


One thought on “Building audiences

  1. This is especially important in Australia. We are far, far, far behind the US in terms of what’s being done online. Speaking from my research into puppetry, 90% of puppetry performance companies and sellers in the US have at the very least a website. There are a huge number of companies that perform online via Youtube series; some of them internationally popular and are capable of generating income to live off of. But in Australia, a handful of puppetry companies are online, despite there being thousands of small touring companies. This is why my website is so popular; I’m the only one providing a list of links to all the great Aussie puppetry resources out there.

    I think Australian theatre is still too much seeing the need to be ‘live’. I actually despise doing performance myself, and don’t like working film/TV, but have produced 20 videos in the last six or so months, because it’s easier, cheaper and much more accessible to a larger audience.

    The other issue is of course, money, time and knowledge. What do theatre people know of domain names, RSS (heck most of the general public wouldn’t know what RSS is), etc etc. I’ve just spent the last week creating a website for someone in theatre; if it weren’t for the fact that I offered to do it for nothing, she would have paid hundreds of dollars in design and set up fees. Money and knowledge affects the ability to be online, and time does too; who wouldn’t rather spend an hour making a show, than spend an hour fiddling with code?

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s