You’ve just walked in with your morning coffee, you know that today the time for procrastination is over, and after speaking to the team yesterday, they are all looking to you to drive the marketing of their upcoming production.


You have nothing.  Well, close to nothing, you have a few notes written down, they are in no sensible order but are more random ramblings of ways you can market the show.


You have a basic grasp on what the company wants to achieve, you understand who it is you’re meant to be talking to, but where do you go now?


This is the second of a 2-part blog series that talks about what is involved and what you should be focusing on when planning a marketing campaign.


In the first part of the series, I spoke about outlining your objectives, measurables, and insight on the campaign.


In this second part of the series, we will focus on the strategy of your plan and what that constitutes.  This second part of the marketing plan, will also help immensely when you begin to work with your marketing agencies on writing a creative brief to promote your show.


If you missed the first part of the series you can find it here:


1. Product Proposition

State the single most important message you want your communications to promote.


This is key to your marketing communications and should be the main message that your audience is left with after seeing your communications.

  • What is your brand truth?
  • What is your product truth?


2. Message Hierarchy

Most marketing comms will have different ‘dwell times’ for the audience to take in messages, for example, the dwell time on a piece of Direct Mail will be much longer than a newspaper advertisement, this provides you with a framework around what additional messages you can communicate to your audience.

  • What supporting messages do you want to promote?
  • What is the insight telling you about secondary factors


3. Risk / Challenges

Your marketing as well as your production will no doubt have certain risks and challenges associated with it, these may be seasonal and external risks such as a nearby festival, or they may be internal risks and challenges, such as a member of the team leaving, inconsistent insight.  By highlighting these and identifying them, you will be better placed to action against them.

  • What is outside your control that may impact the campaign?
  • What could happen within the company that may impact the campaign?
  • What obstacles are there that could impact your campaign?


4. Action / Contingency

Once you have identified the risks and challenges, you need to think about contingency and action plans to be put in place should they actually occur.  You should fin d that most of these will be internally controlled.

  • What can you do to negate the risks and challenges?


5. Headline Pricing

Pricing will be more relevant in Direct comms, rather than in Brand comms where you are trying to increase brand awareness and affinity.

If your communications are a piece of direct marketing and you are wanting to increase ticket sales, your pricing should make up an element within your comms.  Where you price your production, like any product or service, will have an effect on your company and it’s important to ensure that you are highlighting a price that is consistent with your target market and what they expect to pay for your entertainment.

  • Are you promoting a price on your comms?


6. Offer

Finally, is there an offer you can promote as part of your communications to ensure the response you generate is as high as possible.  Perhaps you have a pricing structure dependant on when your tickets are sold, or there could be a bulk/upgrade offer you promote when customers purchase tickets as well as merchandise.

  • Is there an incentive for your customers?
  • What can you provide to promote purchase?



That’s it for our tips on planning a marketing campaign, we hope you enjoyed them and have a clearer idea of what you need to cover off in your plan.  There are numerous ways to create your marketing plan, I use a Powerpoint template that captures all the relevant information and provides an Executive Summary on two pages, and then throughout the rest of the plan we divulge further providing detail around each specific element.


Remember, if you missed the first part of this series outlining the initial steps in planning a marketing campaign, you can find them here.


If you are over the procrastination, have a few general questions on your marketing, or need help planing a marketing campaign, be sure to contact us here!