Here’s Your Theatre Marketing Goals


Create your theatre marketing schedule. Promote your show. Sell tickets.

Those are your goals for selling out your show.

But if you’ve never created one before – or you want to create a successful one – then this might be overwhelming or intimidating for you.

Here’s the good news. While you might feel that you don’t know how to do it right now, I’m here to tell you that it is completely possible.

You will need to put some work into it but I’m going to give you head start and run through some theatre and marketing promotions.

Yes, you can create your own plan and it’s not rocket science.  Maybe you just don’t know how to make it a reality. But if you’re ready to take it to the next level then this is the right place for you.

Trust me, I get it. I’ve totally been there!  And now I can help you easily find solid answers to your theatre marketing questions.

Creating an online marketing plan and strategy can be overwhelming. Especially if you don’t have any formal marketing or theatre training. I’ve put this blog together to help sort out the difference between advertising your play and promoting your play.

The Basics

Advertising and promotions are two words that may be thought of as the same but they definitely are not.

They both may come under the same umbrella when creating your marketing and promotional plan but when you dig deeper in creating a plan for each one that is where you will find the difference.

You have paid marketing and free promotions so your marketing or publicity budget will need to be considered when you create your plan.

Advertising (Paid Media) is a form of paid sponsorship. You pay your local media to run your ad for a set time frame. Like when you take out an ad in your local newspaper to advertise your upcoming play or musical. The objective is to increase the number of tickets sold for your production within a certain time frame. There are many benefits of advertising. The main one is that an ad can give you a lot of exposure to a wide audience.  A negative though is it can be expensive.

Promotions (Free) – there are different types of promotions but for this purpose of theatre usually, promotions are a short-term incentive to encourage someone to purchase tickets to your show.  There are several benefits of running a promotional campaign with the main one being that it attracts attention and gives potential customers an incentive to purchase tickets that may not have bought otherwise. It can cause a sense of urgency and a quick response from consumers. Typically promotions usually are considered the free portion of advertising but the real negative to promotions is that there could be a cost in it. For example, if you run a promotion offering two for one tickets – then you are losing out on that one ticket sale or if you offer a discount you will not receive full ticket price.

Social media is a great way to promote your play using rehearsal photos or photos of set construction or use video to show off some interesting props that were made for your show.

Basically, you see that advertising is paid media and promotions is the free portion of your marketing campaign. Both have common goals but are very different when you take a closer look.

So how do you keep track of all the marketing and promotions? Well, you need to create a marketing plan and calendar.

Calendar & Templates

Creating templates for your marketing and promotional plans helps you know what should be included. These templates, once created, can be used for future productions or events.

It’s simple and easy when you have a winning formula for creating your schedules, calendars and your overall plan to promote and market your play.

Each production will need to have its own calendar but basically once the first template is created it can be used as a guide for your next shows.

Once you have that created it’s easy to check back to it every day to see where you are in promoting the show and what’s coming up next.

Remember that head start I mentioned earlier, well, here is my template I use for my marketing and promotions. It’s already completed with examples of what you need to work on behind the scenes and what is released to the public. It’s pretty handy and you can get yours for free here.

You can easily use this as your template to create your own schedule to keep all of your marketing activities on time.


Both marketing and promotions can play substantive roles in accomplishing your goals and objectives. Savvy managers using my strategy can learn and integrate marketing and promotions to better achieve your organizational success.

There is definitely some work involved but you’ll know exactly what to do 1 week out from opening, 4 weeks out and even 8 weeks before the curtain goes up.

It’s all there for you and it’s designed to make you look like the star of the show.

My passion is theatre! I’m also obsessed with sharing and teaching community theatre volunteers how to make their passions successful and hopefully sell out shows.

In the meantime you can always reach out to me by leaving a comment here on my blog, sending me a message on Facebook or contacting me through my website.

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Break a leg, blow a kiss and take a bow!