Find new ways to promote your show.
Cabaret shows are not known for their exorbitant marketing budgets. Cabaret performers/producers (often the same person) combine precious advertising dollars with local signage (posters) and online marketing (email & social media sites).
While the artist in you would like the show to sell purely on artistic merit - your reputation and great word of mouth publicity from your performances, if your season is a week long or less there isn’t much time for word of mouth to gain momentum.
Enter the Purple Cow. Seth Godin introduced the marketing term for building an element into your product that is so unique or extraordinary that people can’t help but talk about it.
What are potential barriers that might prevent someone buying a ticket to your show?
- they don’t know about it
- they don’t see the value in it
- they’ve got noone to go with
Let’s look at the third ‘barrier’. I think that finding someone who will attend a show with you is a significant element in the chain of events from finding out about a show to booking a ticket.
What if you turn purchasing a single ticket into an advantage? Events often offer discounts for group bookings, or family groups. What if you reversed that and made it financially advantageous to purchase a single ticket?
Devise creative ways to explain it.
- If you’re coming on your own - there’s noone to share the cost of the carpark with you.
- You’re (more likely) buying wine by the glass rather than buy the bottle.
This could be your purple cow. Your show offers cheaper prices to singles. For example:
Singles (solo ticket) $25
Couples (pair of tickets) $60
Note to singles: You’re invited to a mixer at the bar 30 mins before the show begins with discounted drinks and the chance to work out who you do and don’t want to sit next to for the next hour.
This is not a dating service - however if you arrive as a single and leave as a couple please let me know so I can use it as material in my next show.
Suddenly there’s a new aspect to your production for people to talk about. “Did you hear about the show that offers cheaper tickets to…” With any luck the buzz will spread beyond your existing network - potentially leading to some free coverage in your local media (newspaper/radio).
If you use this or create your own purple cow I’d love to hear about it. Comment below or email firstname.lastname@example.org