How to build a marketing kit for a show

What does a marketing person do?

If you are taking marketing on yourself, or you know someone that says they do marketing, it is important to have a clear understanding of what that actually means. Marketing is your brand directly communicating with the public/your audience. We will talk about Public Relations and external media later, but for the most part, your marketing person is trying to get your brand directly in front of as many people as possible.

There are a lot of little and consistent things that need to be done, which includes:

  • Email Blasts

  • Social Media Management

  • Event Listing

When we are talking about marketing, there is an endless amount of information out there that seems to be constantly changing, but if you stay focused on a few solid ways of communication, you should be fine. But keep in mind to keep analyzing the effectiveness of your marketing throughout the months.


Building a Marketing Kit

Your marketing kit becomes the foundation of all your show promotions. It should be easily accessible to the entire team, and building this ahead of time (even if you build it in chunks), will make everyone's life easier when it comes to marketing the show.

Basic Info

  • Project Title (not the shorthand/nickname)

  • Ticket Purchase Link

  • Ticket Prices

  • Dates Event Times

  • (List the times exactly how you want them to be listed)

  • Location Address

  • ADA Accessibility Info

  • Parking/Public Transportation Information

Description

  • Tag Line

  • One Sentence Description

  • Two Sentence Description

  • One Paragraph Description

  • Attach or link to Press Release

  • Artist Credit Information (Correct Spelling of Names)

  • Names & Titles (in correct listing order)

Links

  • Website Link

  • Event Specific Page Link

  • Facebook Event Address

  • Social Media Handles

Photos

  • Project Image

  • link to Google Drive or Dropbox

  • Image List (descriptions and details of images)

  • Photo Credit Information

  • Landscape Image

  • Portrait Image

  • Facebook Image

  • Instagram Image

Event listing

As of writing this, there is no central hub where theatre-specific events are listed. While that makes it harder to find theatre as a whole, it doesn't mean you can't list your events in more diversified lists.


Just make sure that when you are posting on event listing sites you are staying true to what their page is. If it is an event page specifically about events happening in Pasadena, then you shouldn't be posting your event that is happening in DTLA. If it is a page dedicated to family-friendly events, then you need to make sure your show is in line with that. Otherwise, you could end up with some very upset and confused ticket buyers.


Some examples of event pages are:

  • Everything Immersive

  • TimeOut LA

  • WeLikeLA

  • DiscoverLA

  • KTLA

  • SoCal Pulse

  • Facebook Events

There is always more event listing pages popping up. If someone is charging for event listing, you will want to make sure you get a list of their reach before participating in paid media like that.


Like mentioned earlier, you should make a Facebook event and post it in appropriate groups where promotion is allowed. For example, if the show is about motherhood and you are involved in some Mom-related Facebook groups, those are people who might resonate with your show, so if it is allowed, you should be marketing your show in that group.


Of course, there are also the traditional methods of putting fliers or postcards at other venues near your theatre and community events that are happening before or near your show.