Event Marketing Basics: 3 Things That Your Performing Arts Organization is Doing Wrong

Have you ever wondered why you aren’t reaching capacity for your productions or fundraisers? You’re not alone in your pondering! Here are three common event marketing mistakes made by performing arts organizations, as well as some potential event marketing solutions.

CC Image by Alan Cleaver
CC Image by Alan Cleaver


Your Event Lacks Credibility

CC Image by Andreas Levers
CC Image by Andreas Levers

Make sure that your event’s online content is a clear and direct reflection of your event. First impressions are made very quickly, and as far as online content is concerned it is often assumed that quality content equals a quality event!

Be sure to avoid sub-par images, typos, and vague event descriptions. Spend time creating your online content so that it reflects positively on your event and your organization – make your first impression count!

CC Image by Epsos.de
CC Image by Epsos.de

Your Ticket Price

Hefty ticket prices can be big deterrents to attendees. This is especially true for special fundraising dinners, since they can range from moderately to extravagantly pricy. Don’t reduce your up-front ticket price though! Instead, consider offering discount codes to entice those “on-the-fence” attendees.

The benefits of this tactic are two-fold: 1) your attendees feel like they are being clever and savvy by saving some money and 2) these attendees are more likely to brag to their friends and colleagues about the “sweet deal” that they found. The best part is that both of these benefits help to encourage additional ticket sales!

There’s No Reason to Attend

Performing arts organizations can be quick to assume that guests inherently know the value and benefits of attending their events. Do not make this assumption! Clearly identify and advertise these benefits to your guests through multiple communication mediums – this means videos, pictures and text!

If you’re stuck about which attractions to highlight, try to think about your event from the attendee’s point of view. Why should they attend? What’s in it for them? By answering these questions you should have a better idea about what to promote.

Did you answer those questions with free food, learning a new skill, hearing a highly regarded keynote speaker or maybe even a guest appearance by Neil Patrick Harris? If so, that’s great – these are all great incentives to attend your event! Just be sure to clearly advertise these awesome attractions so that potential attendees also know about them.

CC Image by Rach
CC Image by Rach

Hopefully this article has helped you pinpoint possible weaknesses in your current event marketing strategy and helped you trouble-shoot for solutions. Do you have a stellar event marketing tip? Leave us a message in the comments below – we’d love to hear from you!



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