How marketing works . . .
During our first performance of this season we created a lobby display and our house manager noticed that a lot of our patrons stopped and checked out the information on the display. They seemed to enjoy it.
That's a huge part of effective marketing. Don't just ask people what they like or don't like. Pay attention to what they do. Actions never lie.
So for the second show of the season, the team decided to expand on what we learned in the first show. The second show of the year is a Greek Tragedy and we know that one of the barriers for the show is that the work can be a little confusing. So the team decided to combine the fact that people enjoyed the lobby display with another one of our priorities, educating our patrons.
This time we put together a display tracing the "family tree" of the characters in the play. It's a pretty complicated family tree but we felt like it could help the patrons understand what's going on. The display was so helpful that one of the reviewers of the play actually noted it in his review (see the first paragraph).
Did the display help us to "sell a ticket". Nope. By the time you saw it you were already committed to seeing the show. But it could help you understand and appreciate what you were seeing. The more you enjoy the work, the more likely you are to recommend it to a friend . . . which is the best form of marketing.
So there's an example of how a little step can have a potentially huge marketing impact. It didn't take a lot of money. It just requires paying attention, creativity and some effort.