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Why One Size Does Not Fit All

If only marketing was as simple as wash, rinse, repeat.  

But where’s the fun in that? 

Unfortunately, what works for one show or project may not work for another.  And I have to say from experience, it can drive a marketer insane.

One show may be able to generate tons of buzz on social media and another may not have that same appeal. One show might do really well with traditional direct mail campaigns and another’s might not return on their investment. 


Every show is different, and every audience is different. 

After all, the definition of marketing is targeting the right message to the right people at the right time

The message that works to sell tickets to Hamilton is not the same message that will get butts in seats for your show. So how do you come up with the right message?

First, start by uncovering your USP . . . your “unique spark of potential” as I like to call it, but most people say “unique selling proposition.” Figuring out and defining what makes your show special is truly the key to marketing success. 

Maybe your show is a musical comedy in a sea of dramas, or it’s created by the fresh up-and-coming talent that are hot on the scene, or it’s about a subject matter that’s particularly timely right now. 

Whatever that special something is, it’s your job to put it into words so that you can convey your spark with potential ticket buyers. 

If you’re not sure where to start or what aspect of your show’s uniqueness to focus on, here are a few exercises to try:

  1. Take a look at other shows in your market right now and see what makes each of them special. How are they communicating that with their audience? 
  2. Ask yourself how your audience can benefit from seeing your show. How will it change them over the course of 1-2 hours? What transformation are you providing? 
  3. Try free writing a letter to your ideal audience member and tell them about why they should see your show. What will they love about it? How will they connect to it? How will they feel when they leave the theater (or Zoom room)?


Before you start mapping out your marketing plan or spending money on ads, begin by honing in on your messaging and communicating your special spark. 


For more marketing tips like these, join our tribe of TheaterMakers at The TheaterMakers Studio for resources and so much more that will help get you to the next stage of production!




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