Today we hear from Ewa Nowicka, our Publicist for
The Mikado and learn about the many key elements of Marketing that she has collected during this production.
Be an Organized Creative
The reality of working with a community theater is that the budget is small, very small. So an organized marketing plan will be crucial to getting the most out of your budget. The first thing that I did when I started working on this production was to talk to the director about his vision for the show, the next thing I did was write out a list of tasks I wanted to complete. I figured out the help I needed to complete those tasks and what I would need to finish them, including all the contacts and setup info Laurie Hupman had collected over the years, and the dates I expected to finish everything. As the rehearsals moved along, I would frequently go back to this list to make sure everything was on track. Being organized is vital to achieving what you set out to do—don’t underestimate the value of a good spreadsheet!
The small budget you have to work with should be looked upon as a chance to do things you always wanted to do. I really wanted to start an event specific to introducing live theater to children with this show. So with a tiny budget and a lot of creative volunteers, we are making
Art Start a reality. Please come to the event on June 22nd (check out our
website for more information)! Listen to folks who have suggestions and take the time to investigate them. I knew that I had a small amount of cash to use, so I looked for free marketing that also allowed for our cast to get out in the community. Friend of Lyric Marc Kenig sent me a note with the idea to sing at the San Jose Giants game, which I thought was a fabulous idea. So I booked the gig, made sure everyone was branded with Lyric Theatre T-shirts, and we sang our hearts out at a baseball game in San Jose. This gig cost us nothing, but got our brand out to our local community at a sporting event and exposed our talent to many potential ticket purchasers.
Build new Relationships with Old Vendors
Lyric Theatre has been a vibrant part of the community for over 40 years. So there have been many staff members who have worked with local newspaper and radio groups to advertise previous shows. Thanks to the pre-existing relationships with these vendors it was relatively easy for me to set up our ads on KDFC and with San Jose Mercury News. However, this was the first time that these vendors had worked with me. The great thing about this situation was that they knew what we wanted, but they were eager to make a new relationship with me. Don’t be scared to tell your vendors what your real budget is, and it is always worth a try to ask for a lower cost. You might not get exactly what you were looking for, but what you get might be better than you expected. You never know when a vendor will upgrade your ad to free color, or give you 15 free mentions on their radio station. Remember to say thank you, and hope that this will happen again! Always be grateful. You are building another block on a healthy relationship with another part of your community.
Don’t give up on these older types of marketing. Just because I don’t read the newspaper doesn’t mean that there aren’t many potential ticket purchasers who might not hear about our show otherwise. Plus, having a presence in a large local newspaper reminds your community that you are around, and you want them to be a part of your production.
Be Social and Be Consistent
The key to making social media work for you is to create a story that people will be interested in following, and give them a reason to care throughout that journey. Your followers will lose interest in you if you aren't consistent in your posting of your story. For The Mikado we made a conscious effort to beef up our social media presence. I have started managing our Twitter account (follow us
@LyricTheatreSJ) and we now have 58% more followers than we did two months ago. We've documented the fun we've been having singing at the San Jose Giants game, performing at the Eastridge Mall Barnes and Noble, showing off our amazing flats painted by Connie Kleinjans, and candid shots of our cast rehearsing on Facebook, and we have received a lot of positive feedback on that outlet because of those posts. One of my favorite series of posts was the Meet the Cast series, which allowed our followers to see the lives of our cast offstage. As a community theater group, this series gave our audience on Facebook a chance to see what our cast cares about, and all of the great work they do in our community in addition to their volunteering with Lyric Theatre. This blog that Justin has created is another extremely effective way to engage with your online community to allow for engaging storytelling, which will hopefully encourage more folks to come in and buy a ticket. Just be consistent in whatever social media strategy you use, and always link back to your website so those reading know how to get tickets to your show!
It takes a Village
Word of mouth is an invaluable marketing tool and every single person involved in this show will need to promote the production within their own networks. We've asked every single board member, every cast member, and production staff member to spread the word by sharing photos and fliers, and emailing out information on the production. Hopefully those of you reading this have seen our fliers in your community and maybe an email got forwarded to you!
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Our directors being interviewed for KDFC's State of the Arts |
Ask for help. There have been times when I was very busy and couldn’t manage to take care of a few things I planned and I had to reach out for help, and got it from the rest of marketing team. And be there to help as well—I’ve proofread a lot of emails, and been to a few more events than I planned, and it was worth it. For all of the help I've given I've received a lot more in return— the extra postings on community sites by Lindsay Ip, the new ticket discount codes created by Chris Frye, endless flier sharing by Cheryl Blalock, and multiple times our graphic designer Jennifer Mederios had to update the Art Start flier have all been invaluable!
We hope you’ve enjoyed seeing how we put together The Mikado, and we hope you come to see what our talented cast, production staff, orchestra and volunteers have been working on! Come see The Mikado at the Montgomery Theatre from June 21-29th!
www.lyrictheatre.org/tickets
Ewa Nowicka is a performer, arts advocate, new Board Member at Lyric Theatre, and social media lover residing in the Bay Area. She will be performing a staged concert in San Jose on November 14th and 16th, and hopes to see you there! Learn more at
www.EwaNow.com and on twitter
@Ewa_Now
As always you can keep in touch with us on
Facebook,
Twitter, and our
website