Understand The New York Theater Scene
New York City is home to one of the most vibrant and competitive theater scenes in the world. With over 230 theaters and over 500 shows running at any given time, there is an incredibly diverse array of productions happening across the five boroughs. This also means that grabbing the attention of potential audience members is a major challenge.
Before trying to attract an audience, it’s important to understand the lay of the land. The Broadway district in Midtown Manhattan is home to about 40 larger theaters that host big blockbuster musicals and plays. Off-Broadway refers to the mid-size venues that produce smaller shows, often with lesser known talent. Off-off-Broadway encompasses the small theaters that host more experimental work.
There are also many noteworthy regional theaters throughout the outer boroughs. For example, St. Ann’s Warehouse in Brooklyn is known for ambitious, avant-garde performances. Understanding what types of shows happen in each of these spheres will help determine the right audience.
Identify Your Target Audience
With endless entertainment options competing for people’s attention, identifying and understanding your target demographic is crucial.
First, consider the style and substance of your show. Is it a splashy, high-budget musical that will appeal to tourists? An obscure avant-garde performance? A one-person autobiographical show? Defining these parameters will help zero in on who exactly you should be marketing to.
Next, think about specific groups who may be drawn to the subject matter. For example, if doing an Irish play, target local Irish social groups. If tackling LGBTQ+ themes, reach out to LGBTQ+ organizations. Partnering with niche communities who will be inherently interested in the topic is a smart way to build an audience.
You can also identify targets based on factors like geography, age, cultural background, and more. A show aiming for older audiences could market specifically on the Upper West Side. A Gen Z targeted show could advertise on social media. The more precise you can be in pinpointing your crowd, the better.
Utilize Grassroots Marketing
Especially when operating off-Broadway or off-off-Broadway, traditional marketing like print ads in Playbill or the New York Times can be prohibitively expensive. Grassroots marketing powered by boots-on-the-ground hustle and word-of-mouth buzz is often a smarter bet.
Plaster the neighborhood around your theater with eye-catching flyers and posters. Perform songs or scenes from your show at local bars, clubs, and community events to give people a free preview. Hand out postcards at subway stations, parks, museums, and anywhere else that attracts your target crowd.
Schedule talkbacks after performances where audiences can meet the cast and creative team. This helps foster a personal connection that makes people more likely to recommend the show to friends. Encourage your cast and crew to hype the production on social media and among their own networks. Enthusiastic personal endorsements go a long way.
Form Partnerships
Strategic partnerships with mutually beneficial organizations can be a great way to tap into new audiences. Ideas include:
– Student or local theater groups – Offer cheap tickets for their members in exchange for marketing to their email lists and social media followers
– Local businesses – Tie in special discounts or product placement to draw their customer base
– Tourism companies – Promote your show via hotel concierges, tour bus operators, and tourist bureaus
– Media outlets – Garner reviews, interviews, andfeatures to raise awareness among their readership
– Nonprofit groups – Jointly host charity performances or fundraising drives
Think creatively about groups who share crossover with your target demographics and propose partnerships that are rewarding for both parties. This can massively expand your marketing reach.
Offer Discounts and Perks
Price is a key factor for many theatergoers when choosing a show. Offering discounts and perks can help convince budget-conscious audiences. Some options include:
– Rush tickets – Deeply discounted same-day tickets to fill empty seats
– Lottery – Cheap tickets awarded to winners of a pre-show drawing
– Student/senior prices – Reduced pricing for fixed groups on certain days
– Group sales – Discount bulk tickets for parties over a certain number
– Preview performances – Discount entry for shows still in previews
– Happy hour – Pre-show drinks specials to incentivize early arrival
– Opening weekend – Special pricing and packages for the first several performances
– Industry nights – Free or cheap tickets for actors, union members, etc
– Merchandise bundles – Discounted ticket/merchandise combo deals
– Rewards programs – Points, prizes, and free tickets for repeat attendees
Utilize Social Media
In today’s digital era, a strong social media strategy is mandatory for attracting audiences. First, claim and optimize profiles on major platforms like Facebook, Instagram, Twitter, YouTube, TikTok and more. Use eye-catching graphics, clever captions, behind-the-scenes videos, artist spotlights and other engaging content to give followers an inside look and drive excitement.
Hashtags are invaluable for inserting your show into larger conversations and surfacing content to interested users outside your existing network. Identify relevant trends, events, and fan communities that align with your production and consistently tag content with fitting hashtags.
Paid social ads can further amplify your reach, especially geo-targeted campaigns focused on the New York area. Just a small daily ad budget can make a major difference. but be sure to analyze data and optimize based on what platforms and formats drive the most ticket sales.
Influencer marketing is another powerful digital strategy. Reach out to bloggers, podcasters, YouTubers and other content creators in your genre and offer free tickets in exchange for reviews and features. Even nano or micro influencers with small but devoted followings can be worthwhile.
Build a Email List
Email marketing enables ongoing, direct communication with engaged audiences. Start collecting email addresses from day one and nurture this list with exclusive content and special offers.
Prominently display a signup sheet at the box office and front-of-house to collect emails from attendees. Offer an incentive like free drink tickets or merchandise discounts for signing up.
Send periodic email newsletters with announcements, artist spotlights, behind-the-scenes stories, contests, and more. Share rehearsal sneak peeks and pre-show teasers to build anticipation amongst those already signed up.
Segment your list based on factors like location, age, past attendance and more to tailor content and promotions by interest. Optimize subject lines and send times for maximum open rates.
An email list also enables targeted sales campaigns. Send special discounted ticket offers and last minute promotions exclusively to your subscribers.
Sell On Multiple Platforms
Theaters should sell tickets through their own website plus a variety of third-party ticketing platforms. This ensures visibility across multiple sales channels and makes purchasing quick and convenient.
At minimum, activate listings on broadly used platforms like Telecharge, Ticketmaster and TodayTix. Fees can be high, but the gain in exposure is significant.
Also consider targeted ticketing platforms like TheaterMania, Goldstar, and niche outlets that cater to specific demographics like students. though fees will again cut into margins.
For the most cost effective route, utilize direct ticketing platforms like OvationTix or ShowClix that integrate with your website and box office while avoiding middleman fees.
You want purchasing to be as frictionless as possible. Enable mobile ticketing, paperless entry, and easy online transactions. The more outlets tickets are available through, the better.
Advertise Creatively
Paid advertising is likely needed to fully saturate the NYC market. While traditional media buys are an option, creative guerilla tactics can also generate buzz. Some ideas:
– Eye-catching street ads like posters, billboards, and bus shelter signage placed strategically around the city
– Car or bike wrapped with show graphics to drive around high-traffic areas
– Consider fun stunts like branded food trucks, flash mobs or street teams in costumes
– Transit advertising – subway cars, metro stations, commuter rail posters
– Bathroom advertisements in bars, restaurants, cafes, etc
– University campus advertising – flyers, table tents, student paper ads
– Geo-fenced digital ads targeting smartphones within specific NYC zones
– Local radio and podcast sponsorships to target commuters
– Gym advertising – posters, flyers, class shoutouts
Many of these low-cost, unconventional formats can cutting through the marketing noise while also conveying an authentic grassroots feel.
Table Summarizing Key Audience Building Tactics
Tactic | Description |
---|---|
Identify Target Audience | Determine specific demographic groups who will be drawn to your production. |
Grassroots Marketing | Use old-school local promotion like posters, flyers, street teams to build neighborhood buzz. |
Form Partnerships | Work with relevant organizations to tap into new audiences. |
Offer Discounts/Perks | Use special offers to make tickets more appealing to budget-conscious crowds. |
Email Marketing | Build an email list to directly communicate with engaged fans. |
Social Media | Establish vibrant social media profiles and utilize hashtags/influencers. |
Sell On Multiple Platforms | List tickets through own site plus variety of third-party ticketing services. |
Advertise Creatively | Use guerilla marketing tactics to generate buzz beyond traditional media buys. |
Conclusion
Standing out in the saturated New York theater scene is an immense challenge. But utilizing a mix of old-school community marketing and new-school digital engagement can help attract and build an audience. Partnerships, discounts, and creative advertising can further expand reach to new groups. Persistence and thinking outside the box are key. With the right strategy, even small off-Broadway productions can cultivate an impassioned following. The show must go on.