Who is your show for?

People don’t watch because they’re interested in animal kings — the show is about the puppets.

When people talk about our shows, they don’t explain the (“Joey was a horse that got sent into the war…”), instead they explain what it was (“It had amazing puppet horses and was so believable..”).

Our shows are funnier, better written, have better music, and are more exciting than our plot outlines suggest — and we should market them on that instead. Marketing copy should give a of a production rather than just relay plot.

I’m sure you’ve read advertising copy for hundreds of theatre shows. The formula is something like:

This formula is outdated and doesn’t work in a culture of blockbuster movies and Youtube.

This would be a more successful formula:

Unlike books, our productions don’t sell on what they’re about, they sell based on what they’re like. Audiences are looking for a comedy show, or a bright musical, or a challenging drama. We should be more upfront about what type of show we are promoting to help them make that choice.

Show Business

Joe Shellard discusses Theatre Production, Marketing and Ticketing

Joe Shellard

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Theatre Production, Marketing and Ticketing.

Show Business

Joe Shellard discusses Theatre Production, Marketing and Ticketing