Early Start

When my day job starts their next production, 70% of the tickets will be sold during the actual run of the show.

So why did I start marketing the play several weeks ago if people aren't going to make the decision to buy until the day before, maybe the day of, their selected performance?

It's because there is a huge difference between the act of buying, which only takes a few minutes . . . and the process which leads to that decision.

That process, of giving people the information they need to buy your work, can take quite a while.

Why?

Because for most people, going to a performing arts event is a major decision.

People need to not only get tickets, but make dinner arrangements, figure out baby sitting, figure out where to park, etc.

Those decisions take time.

So if you start marketing your work early, you are giving people the time they need to work through their own buying process.

Comments

[Ed]

Amen brother. We started marketing our fall production early and are seeing the results. We've already sold more full price tickets online than we sold during the entire run of our most recent production! It's a relief to know we've given ourselves the time we need to build momentum instead of somehow getting from zero to 60 mph opening weekend.