Know-How Exchange : Student Questions

Dear Lukasnz,

Where do you usually advertise for theatre in small towns?

Via handbills in store windows and at local businesses: (dry cleaners, coffee shops, diners and so on—the more visible, the better. Think Main Street and eyeballs); via simple ads in local press; via public announcements on local radio; via PTA groups, social groups, libraries, medical centres, community centres, civic societies, and the Rotary Club. Also, check with the local police or civic groups about posting hand bills on telegraph poles, lamp posts and under windshield wipers of cars in parking lots. BUT: Do NOT do this without checking with local police: you DO NOT want to get ticketed for littering! (Trust me on this, I've seen it happen.)

How early in advance do you advertise?

Four to six weeks.

Who do you work most closely with in production?

Local print and copy shops, and someone with some design knowledge.

Is it easy to work with them?

On the whole, yes. Provide clear instructions and don't be shy about asking for advice. Be nice to them and they'll help you out. Give them a challenge and they'll rise to it!

What are the biggest problems you run into?

Effort. It takes LOTS of grunt work and steely determination
to make something like this happen if you're working alone.
Do NOT give up.

Are there any advertising techniques which are most effective and what are they?

Yes. Always, ALWAYS think about your audience. What intrigues them, thrills them, delights them, and what will attract them? Direct your message to THESE things and you'll appeal to people.

Do you do anything afterward or during the production?

After?

Thank you notices in local press and business store windows will do you no harm and will make you stand out.

During?

Keep the message out there. It's all about buying people's attention, all about generating share of mind in fresh new ways.

Where do you find inspiration?

Everywhere. When others zig, you must zag. When others use black and white, you must use colour. When others shout, you must whisper.

The majority is normally always WRONG. This explains why so much advertising is bland, banal, dull, and lifeless.

When all messages go left, any message that goes right will
stand out.

When something stands out, it gains attention.

When something gains attention people notice it.

When people notice something and it gains their attention your message communicates.

Your promotional material will be of no use if it doesn't attract
and retain attention. Are you beginning to see a pattern here?

Your message must appeal to people's wants, needs, desires and emotions. Your message must include a call to action (the thing you want people to do: buy tickets); it must have a deadline (their last chance to this this thing ever will be at this time and on this date); it must have an offer (discounts on bulk buys, pay in advance and get a discount, pay at the door, pay fill price).

It must have a reason why (an example might be "your support helps put kids with disabilities through college!". it helps to have social proof, meaning a testimonial from someone well known in your area, someone who supports your cause.

Basically, people are more inclined to buy from you if they like you, trust, you and feel connected to you in some way.

These are the classic elements of direct response marketing: meaning, marketing that targets a specific group and that then asks that group to do a specific thing or take a particular that appeals to them or their self interest in some way.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA
Follow me on www.twitter.com @GaryBloomer