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Local Theatre Groups and Email Marketing
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By Dan Forootan

As the economic downturn lingers, people are looking for entertainment that is both local and more inexpensive than what they might have enjoyed even just last year. Into that void steps local theatre groups, which provide theatergoers the opportunity to get out of the house and enjoy a night out while supporting local talent and local businesses.

But how do local theatre groups market and promote themselves? There’s precious little ad space remaining in what is left of newspapers and even local radio and television spots are probably too expensive for cost-conscious Mom and Pop operations such as local theatre groups. Word-of-mouth works to a degree—there will always be some success from posting fliers in well-traveled areas of town and generating repeat business from satisfied customers—but it takes a long time to fill houses and turn a profit with such archaic and slow-building promotional methods.

Fortunately, there’s a quick and cost-efficient solution: Email marketing for local theatre! Email marketing for local theatre groups is a smart, cost-effective and easy way to grow and maintain a loyal audience. Email marketing software is user-friendly and can be customized with everything from the theatre group’s logo to personal information such as cast members’ birthdays, anniversary or special performances, or any other type of details. With email marketing, community theatre is once again a popular and affordable venue for original entertainment in town.

Generating an email marketing campaign for community theatre groups is as simple as bringing a notebook to a performance. Have someone from the group—or a friend of the group—stand at the box office or just inside the entrance to the theatre and ask him or her to collect email addresses. Let patrons know it’s for a local theatre email marketing project—but you shouldn’t have any difficulty getting people to give their emails to you! Giving out their email address is as natural for people now as giving out their phone number, except a lot less invasive. Plus, there will be an element of trust and support in trying to help out a local theatre group.

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Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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