I say "marketing" and you start thinking tactics.
You start thinking about tweets and Facebook posts.
You start thinking about the creative copy you can use to describe the shows.
Stop that. It isn't helpful to you.
Take a few steps back. Start with your purpose. Why, in a world with infinite options, did you decide to bring this particular piece of art into the world? The purpose informs the strategy.
Every strategy comes down to one basic question: How are you going to use your limited resources? You only have so much time, money, audience attention, etc. Given that reality, who do you plan on talking to you and what do you plan on saying?
Once you figure that out the tactics, the actual things that people do from day to day, becomes a pretty easy thing to figure out.
Purpose, strategy, tactics.
That's the sequence.
A few notes:
1. If you want more thoughts on how purpose can inform your marketing strategy, then grab your free PDF of my marketing ebook.
2. My arts marketing coaching offer (5 weeks, $500) is only open for a few more days. It looks like one spot is getting taken soon, so I have two discounted spots left. Details here