The secret of marketing an experience like theater is knowing how to tease.

Because the price of a Broadway show can be in the triple digits, your audience needs to understand what they are buying, otherwise forget it.

That’s one of the key differences between selling a movie ticket and selling a theater ticket.  If you lose 12 bucks on a bad movie, it’s not that big of a deal.  That’s why you’re more likely to take a chance on a flick you don’t know too much about or one that has been marketed only so-so.  But if you were to lose 125 smackers on a bad show, that’s 10x the movie ticket.  That means you’re going to need more information up front before you make your decision, and that info better be good.

But, and here’s where the teasin’ big brother comes in . . . you can’t give it all away.  You gotta butter the bread for the consumer, but you can’t let ’em take a bite.  You gotta tease ’em a little . . . you gotta leave them hungry enough so they want to buy that ticket right away to satisfy the craving you built up.

So when you’re looking at your marketing materials make sure you ask yourself, “Is this something my big brother would do?”

And if you didn’t have a sibling growing up . . . email me . . . I’ll tell you some stories that’ll make your wedgie curl.

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FUN STUFF

– 23 Days to Godspell!  Read the day-by-day account of producing Godspell on Broadway here.

– Enter The Sunday Giveaway!  Win 2 Tickets to Sister Act on Broadway. Click here!