Despite a challenging few years, theater companies have shown their resilience and are experiencing a resurgence. Many companies are even experimenting with new models and types of programming to adapt to the modern marketplace. Audiences are eager to enjoy live performances — but the question is, do you know how to reach them?
Your performing arts company needs to explore new strategies if you want to expand business reach. Loyal fans can only carry you so far, so it’s important to attract new audiences on a continual basis. That’s why DEI-driven marketing is the key to dramatically expanding business reach. Here are three steps to winning over a new patronage.
3 Steps to Expand Business Reach
1. Analyze first-party data
Take stock of the customer and lead data you already have through ticket sales, social media, newsletter subscriptions, and any other touchpoints you have with your audience. Segment the data based on known customer criteria, such as their demographics, purchasing behavior, where they’re located, income range, education level, and other elements that might factor into outreach. The segments you build will serve as a reference point for future analysis and comparison.
2. Identify new audience segments
Your existing first-party data will provide insight about what demographics you already have a success rate with. At the same time, it will indirectly highlight audiences that you haven’t effectively tapped yet. Look at different demographics and assess conversion rates and engagement rates with your past campaigns to narrow down who you want to target in upcoming efforts. Those with the highest conversion rates will have the best ROI to start. Also consider prioritizing the multicultural audiences that are the most prevalent in your target market or region.
Power Tip: For more insight into potential audience segments, consider Experian’s mosaic segmentation criteria. The mosaic is a household-based segmentation system that classifies all U.S. households and neighborhoods. The system comprises over 70 unique mosaic types, all of which are grouped into a dozen categories that share similar demographic and socioeconomic characteristics. Marketers can use the mosaic to identify different types of audience demographics they might not have otherwise considered.
3. Execute a new prospecting campaign
When you’ve identified the demographic(s) you’d like to target, utilize the appropriate channels to reach them with your marketing. Some examples include:
Social Media
Leverage the built-in ad platforms for Facebook, Twitter, Instagram, and TikTok to promote upcoming shows and performance dates, with content optimized for each demographic.
Search Engine Advertising
Create landing pages for each campaign and invest in keyword campaigns with Google, Bing, and other search engines to drive relevant search traffic to your theater.
Targeted Banner Ads
Purchase ad space at relevant publications and community websites, and create banner ads optimized for the demographics you’re targeting.
Consider timing campaigns around DEI holidays, like Black History Month or AAPI Heritage Month. Leverage voices, influencers, and media coverage from the communities you’re highlighting for added amplification of your message. If your theater is new to DEI-based marketing, then familiar voices can help introduce you to new communities.
Expand business reach with Power Marketing
Expanding business reach through DEI-focused marketing can help you transform your patron base — but it takes the help of experts to drive results. Power Marketing has over two decades of experience with digital marketing campaigns for live theater groups like Disney Theatrical Group, MagicSpace Entertainment, and more. If you want to expand business reach, get in touch to start planning your next marketing strategy.
