Got your own theatre production in progress? Start promoting it with these tips

Community theatre productions are the lifeblood of many performing arts venues around the country. Forget about the West End; it’s rare for a town to be without its own theatre, and within it, various local productions can find their stage, soul, and sound. As such, everyone should go to the theatre a little more often.

For those in the midst of planning a stage production, promoting the event locally is essential to attract a responsive audience. To ensure effective outreach, it is advisable to begin the promotional campaign by employing the following three tips.

Create social media pages & profiles

No matter the product or service being advertised, social media remains the premier platform for outreach. As the most connected forum globally, social media offers significant opportunities for capturing attention, even at a local level. 

Establish a presence on the most active and widely recognized social media platforms, such as TikTok and platforms owned by Meta. 

Maintain a consistent name across these platforms, and ensure that all posts are tailored to suit the unique characteristics of each platform. Content should not be shared on Facebook in exactly the same way it is shared on TikTok.  

Set up a microsite

Setting up a new website page for every individual event within a venue can present significant challenges. When multiple productions, shows, tours, conventions, and other activities occur simultaneously, each is unlikely to receive more than a brief mention, typically limited to just a few paragraphs.

Those not strictly affiliated with the venue, aside from using it to host a production, are generally granted limited access to this aspect of the marketing process.

Greater control over event promotion can be achieved through the use of a microsite. Establishing a dedicated microsite for a production and linking to it from relevant social media pages provides a centralized resource for interested parties to access further information or purchase tickets, all presented in a manner tailored to the production’s specific needs.

Create a content calendar

Once an online presence has been established, it is essential to use a content calendar to ensure that posts are published consistently.

Pages should not remain inactive for extended periods, particularly when performances are scheduled for a limited run. Maintaining an active and present profile in the designated digital space is advisable.

Employing a content calendar simplifies this process. It allows for planning content at least a month in advance, detailing what will be posted and when. This approach also facilitates monitoring the volume of content required to remain on target with posting schedules.

For those with a theatre production underway, it is recommended to promote the event using the suggested strategies. Increasing discoverability generally correlates with higher ticket sales, even ahead of opening night.

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