1. So, Caz, can you tell us a bit about what you do, and what you enjoy most about your role as Marketing Manager at Norwich Playhouse?
My job, in a nutshell, is getting people in through the Playhouse doors and getting bums on seats! I look after the theatre’s website, social media, PR, advertising, direct mailings, brochure and the 101 other things that help us spread the word about our shows. My favourite thing about the job is that it is so varied and can lead you in unexpected directions. I can come into work expecting a straightforward day, but then someone will have an idea for publicising a show – “What if we video ourselves doing some funny experiments for the comedy science show we have coming up?” – and suddenly we’re setting tea bags on fire.
2. What current projects are you working on?
At the moment I’m just starting work to promote our summer shows. We have a lot of family and children’s shows coming up as part of the new season – including Erth’s Dinosaur Zoo – so today I’m working on a storyboard for a dinosaur-themed animated promo video with our designer.
3. We are excited that you have our current house tour, ‘Backstage In Biscuit Land’ from Touretteshero visiting your venue this month. Did you treat this show differently to others that you market due to it being a relaxed performance?
We’re really looking forward to Backstage in Biscuit Land, it’s had such great reviews and looks hilarious. I would say we treated the marketing of the show as we would any show of ours – we thought about its exciting and unique features, how those might appeal to audiences, and how we can get the word out about them. In the case of BIBL, the relaxed performance is one of its exciting features, alongside the fact it was a big hit at the Edinburgh Fringe, it’s very funny but very different to traditional stand up, and it features other access elements such as signing. We did make sure that we contacted anyone we could think of who might benefit from a relaxed performance and who might not normally be reached by our marketing – so we got in touch directly with organisations such as Autism Anglia so they could get the word out to their members.
4. What advice would you give a fellow marketer or to others in the industry about reaching audiences?
It’s important to always look out for new or more efficient ways of reaching people – everything from keeping on top of the latest digital trends, to knowing if a new local magazine is launching, or a new printing business is opening up. Also, keep a close eye on your data! Box office records, website analytics and surveys can all help you learn about who your audience is and how best to communicate with them. It also helps you identify groups you might not be reaching as well as you had hoped.