July at Dixon Place

How to Create a Brand and Marketing Strategy for Your Theatre

Making a Grand Entrance

A powerful brand is more than just a logo or a catchy slogan; it's the entire experience your theatre offers, from the curtain rise to the final applause.

For theatres, standing out is a challenge, but by building a cohesive brand and marketing strategy, you can not only captivate your audience but also ensure that they keep coming back for more.

The Why: Why Brand Recognition Matters

Brand recognition directly influences customer decisions. A study using event-related potentials found that high-brand-awareness stimuli generate less cognitive demand, meaning that when people are familiar with a brand, it registers quickly, taking up less “mental bandwidth.”

For theatres, this translates into more engagement and less resistance: the better your brand recognition, the more naturally audiences will choose your performances over others.

Setting the Stage: Building and Marketing Your Theatre Brand

Know Your Audience: Understanding Your Ticket Holders

Your brand isn't for everyone; it's for your audience.

Take time to understand who typically fills your seats. Do they tend to enjoy classic plays or modern productions? Knowing your audience’s tastes and demographics enables you to create tailored content that resonates with them.

Profiling Tips

Audience Type

Characteristics

Engagement Strategies

Frequent Visitors

Regular attendees, familiar with your offerings

Loyalty programs, exclusive content

Newcomers

First-time visitors or one-off attendees

Introductory offers, educational content

Community Members

Local audience, invested in regional culture

Community nights, local partnerships

Build a Show-Stopping Website

Your website is the first act in your brand's performance.

Make it visually appealing, user-friendly, and optimized for both desktop and mobile use. Integrate key elements like programs, event calendars, ticketing options, and an "about" page that conveys the essence of your theatre. Remember, your website should provide an immersive experience that mirrors the excitement of attending a live show.

If you don’t have the chops to create one yourself, hire a reputable web design agency to create it for you.

Ticket & Program Design: Make It Memorable

Ticket design might seem trivial, but it's an underrated aspect of branding.

A well-designed ticket not only reinforces your brand but also becomes a keepsake. Think of it as a mini-billboard; it should hint at the experience you’re offering.

Programs should be more than cast lists—they should extend the theatre experience. Include insights into the show, background on the production team, and even some witty commentary. By creating a program that feels valuable, you increase the chances of it being shared and preserved, keeping your theatre top-of-mind.

Social Media: Go Where Your Audience Is

Social media is a theatre brand’s digital billboard.

From TikTok for behind-the-scenes snippets to Instagram for visually striking images, and Facebook for event promotions, the right platforms can help you reach diverse audiences.

Not sure where to start? TikTok thrives on humor and originality, while Instagram highlights beauty and aesthetics. Facebook remains essential for event announcements and detailed posts.

Platform

Best Content Type

Target Audience

TikTok

Short, engaging behind-the-scenes

Younger audience (Gen Z, Millennial)

Instagram

Beautiful show visuals, reels

Visual-focused audiences

Facebook

Event promotion, community posts

Local and general audiences

Loyalty Programs: Cultivating Consistent Audiences

Loyalty programs turn casual attendees into repeat patrons. Consider offering perks like priority seating, discounted tickets, or even exclusive meet-and-greet events. The loyalty model is particularly effective for theatres because it aligns with a patron’s desire to support the arts and feel part of something special.

Hosting Events and Sponsorship: Building Community Connections

Don’t limit your theatre to just performances—use it as a space to host events and sponsor local activities. Sponsoring local art or music festivals can amplify your visibility, while hosting events like workshops or Q&A sessions fosters community involvement and builds deeper connections with audiences.

Capture Emails: A Lasting Approach Beyond Cookies

With cookies fading from the digital marketing landscape, building an email list has become indispensable. Capture emails at every possible point of interaction—on your website, through ticket purchases, and even at events. Emails provide a direct line to your audience, allowing you to promote new shows, offer ticket presales, and keep your theatre’s name in their inboxes.

Collection Points

Collection Point

Strategy

Example Content

Website

Pop-up or signup form

“Get exclusive updates and offers!”

Ticket Purchases

Opt-in option during purchase

“Sign up for performance reminders”

In-theatre Events

Physical forms, QR codes

“Join our community for updates!”

Final Curtain Call: Building a Brand that Lasts

Building a theatre brand isn’t just about visibility—it’s about forming a relationship with your audience.

The principles of branding for theatres extend beyond the stage, encompassing every aspect of the patron’s experience. From the first touchpoint on your website to the final curtain call, a well-crafted brand strategy ensures that your theatre leaves a lasting impression on audiences, new and old alike.