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Introduction
Pantomime is a much-loved British tradition, delighting audiences young and old with its unique blend of comedy, music, and audience participation. To maximize the demand for panto productions in the UK, it's essential to employ the right marketing tactics and ensure a seamless experience for all audience members. TRG Arts has encouraged and observed a shift to earlier booking for panto audiences.
By driving early booking, theatres benefit from:
- An opportunity to contact bookers with other appropriate shows throughout the year
- Clear evidence of demand, to support dynamic pricing
- Improved advance box office and more certainty around finances and cashflow
This blog post will outline various strategies that can help theatre organizations capitalize on this trend and expand their loyal panto audience.
1. Early Bird Campaigns
Even while this year’s pantomime is still on stage, the title of the next show is often already announced. While this doesn’t provide a lot of information to market a production, the sense of tradition drives early booking. By offering the best available prices to patrons who book early, theatre organizations can secure a returning and loyal audience base. This loyalty can then be further cultivated through targeted marketing campaigns throughout the year. Early booking incentives may include discounted ticket prices, locking in the previous year’s prices before dynamic pricing takes effect or the ability to secure preferred seating.
Theatres that TRG Arts have worked with to instigate an early booking initiative have seen a 62-73% increase in revenues at the end of February compared to previous pantomimes without this incentive. For these theatres, the early bird period accounted for up to 37% of the total pantomime ticket revenue.
2. Leverage Casting Announcements
After the Early Bird period the pace of sales will naturally slow but in order to maintain momentum it is important to capitalize on interest generating moments throughout the campaign cycle. Casting announcements tend to come later in the year and offer another prime opportunity to sell more panto tickets. Theatre organizations should leverage the buzz generated by these announcements by:
- Creating and sharing engaging content about the cast members (e.g., interviews, social media takeovers). Video content is particularly effective for digital marketing
- Offering limited-time promotions or ticket bundles to encourage ticket purchases
- Collaborating with cast members for exclusive events or meet-and-greets
Many TRG clients look to combine casting announcements with a Christmas in July offer to bring an additional boost to sales pacing 6 months out from the peak panto season. These campaigns remind people to book their holiday plans early and can offer promotional pricing without disincentivizing early booking.
3. Segment for Access Needs
To ensure a positive experience for all audience members, it’s crucial to address access needs by clearly communicating the availability of accommodations for patrons with disabilities, such as wheelchair access, sign language interpreters, captioned performances and audio description services. If your organization is new to offering relaxed performances designed for patrons with sensory sensitivities or other unique needs, then these performances will require a dedicated audience development approach.
Providing a reliably high quality and well considered experience can create a loyal segment for panto and other relaxed performances throughout the year. BE sure to provide clear information on your website, ticketing platform, and marketing materials about access options and how to request them. If you need tool that helps you effectively find and market to your segments, check out TRG Arts' Data Center
4. Emphasize Organizational Values
By emphasizing your organization's commitment to inclusivity, diversity, and accessibility, you can resonate with potential audience members who share these values. Some strategies to achieve this include:
- Showcasing a diverse cast and creative team
- Partnering with local community organizations and charities to promote inclusivity
- Highlighting accessibility initiatives in marketing materials and on social media
Conclusion
To maximize the demand for your pantomime productions, it's essential to engage and entice potential audience members through early booking incentives, casting announcements, and a commitment to accessibility. By implementing these strategies, theatre organizations can foster long-lasting relationships with their patrons, leading to increased ticket sales and the continued growth of the beloved pantomime tradition.