Meet a Marketer: Stephanie Schloss of Schloss Marketing Solutions

This interview originally appeared in the new BroadwayWorld Monthly Marketing Update, a monthly email designed for theatre marketing professionals. In each update, we'll share data and trends from our audience, wider trends in the marketing industry, helpful tools and resources that you can use to promote your shows and seasons, and, introduce you to some of the best marketers working in the arts today.

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Stephanie Schloss is the Founder and CEO of Schloss Marketing Solutions, a boutique entertainment advertising agency, and helps score sold-out productions using today's most innovative data-driven strategies in digital advertising. She specializes in planning and managing advertising campaigns for entertainment brands ranging from Broadway Musicals including A Strange Loop and The Music Man, to Off-Broadway plays including Job and The Appointment, as well as independent companies and theater houses including Soho Playhouse and the Scranton Shakespeare Festival. She has formerly held roles in the Media departments at SpotCo, Situation Interactive, and RPM. Stephanie's mission is to bring the effective advertising strategies used by major Broadway brands to artists, producers, and entrepreneurs of all sizes. Get in touch with her at www.stephschloss.com.

What is your biggest challenge marketing productions at the moment? How are you facing it?

As theater marketers, we're facing two big challenges right now. The first is fierce competition, especially in a city like New York where countless entertainment options vie for attention. The second is financial barriers for potential ticket buyers, particularly in uncertain economic times. To address these, we do our best to prioritize connecting with people individually to not only cultivate fans, but build communities of advocates who will want to get the word out about our shows. We also make sure that the marketing is focused on the emotional aspect of our productions. When we show potential audience members how our shows can give them a meaningful, emotional experience, we can transform theater from a luxury to a necessity.

What advice would you offer to other marketers based on what is working for you're seeing work in the marketplace at the moment?

My biggest piece of advice is to fully embrace the power of digital marketing! That includes social media, email marketing, and especially online advertising campaigns, all of which are pivotal in reaching and engaging with audiences where they naturally spend their time. Within that, it's also important to understand the strategy of when and how to employ each of these tactics, and to pay attention to their data and analytics to constantly refine campaigns. It's crucial to remain adaptable and recognize that what worked previously may not yield the same results in the future. Each campaign should be approached with a fresh perspective, recognizing the unique qualities and nuances of every show.

How do you approach designing the various assets for your campaigns? Is it driven by the marketing department, the show's creative teams, or a hybrid?

Every show is unique, and the approach to designing assets for a campaign is also tailored to the unique circumstances of each production. The responsibility is usually somewhat shared between the show's creative team and the external marketing agencies they've enlisted to oversee the advertising. Some productions may already come prepared with a strong creative vision for their advertisements, while some may rely more on the experience of their external agencies. Given the huge range of creative assets we need for campaigns, from large key art pieces to individual social posts, collaboration is always key. Great creative ideas can come from anywhere! 

Why do you utilize BroadwayWorld as part of your marketing mix?

We use BroadwayWorld as part of our marketing mix for its distinct ability to cater to a diverse audience within the theater community. From avid theater enthusiasts to newcomers exploring the world of theater for the first time, BroadwayWorld engages both ends of the spectrum in a single place. This versatility allows us to reach a broad range of people with tailored messaging and promotions. Moreover, BroadwayWorld's openness to innovation and willingness to try new things with our campaigns lets us explore new avenues and tactics, which helps our marketing remain dynamic and impactful in an ever-evolving landscape. 

What has been your favorite show that you’ve had the pleasure of putting together a campaign for?

Among the shows that I have had the pleasure of crafting campaigns for, the one that stands out as a personal favorite is Job's initial run at the Soho Playhouse last fall. Job emerged as the winner of the prestigious 2022 Soho Playhouse Lighthouse Series, which is focused around audience participation in helping to pick the winner. This garnered a dedicated and enthusiastic fan base for the show from the outset. Our marketing efforts helped to amplify the momentum generated by their success in the Lighthouse Series, which has propelled Job to two extended and sold-out runs. It was immensely gratifying to witness the show's journey from inception to becoming a coveted must-see, and to have contributed to its remarkable success!

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