By Marisa Reasons You Should Listen To Your Audience And Always Ask “Why Not?”
- Tower After Hours
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It’s the end of the month, which means it’s time for a new episode of Tower After Hours. We’re so excited to be joined by Mitch Nugent, Founding Executive Producer of Prima Theatre. Not only does he bring helpful insights for those starting a business, but he also shares ways to better listen to your audience and connect with your community.
Alright, let’s dive in.
“I’m Not Married To The Art Form”
{2:00} The first question we asked Mitch was to explain how he got into the theatre and performing arts industry. And right away he surprised us by saying, for him, it isn’t so much about the art that he’s creating but more about the “why” behind each performance.
He loves creating an environment that allows for shared experiences between community members. Whether they’d be best friends outside the theatre or are two people who would likely never speak to each other, they are coming to Prima to watch performances and enjoy it together.
Across generations, Mitch has had people tell him that they’re “just not theater people” because they don’t feel like it’s a space that’s comfortable or accessible to them. On the other hand, there are plenty of people who have spoken up about loving the performing arts world and feel very in tune with what’s going on.
Mitch’s goal with Prima Theatre is to create a space that welcomes both sides of the spectrum and everyone in between. In his words, he aims to build a “Red Bull for your soul” type of atmosphere.
{5:40} Something else that Mitch notes is that he’s not trying to be the biggest in his industry. He’s looking to be the best at what he does, even if that’s not for everyone. This idea can, and should be, followed by all marketers in a variety of industries.
He knows that not everyone is going to want to spend their money to watch a show they’ve never heard of. Some people are going to stick to the classics and that’s okay. His goal from the beginning was to be the best at his niche, not the biggest theatre in Lancaster.
“Chickpeas In The Form Of Dino Nuggets”
{7:40} If you have children, or have eaten with a child before, you’re familiar with the idea of hiding nutrients in their meals. Mitch views Prima’s performances in a similar light.
On the surface, these are fun experiences, concerts, musicals, and plays for people from all walks of life to come enjoy.
However, the shows also provide a message to the audience. Take one of their latest shows, for instance: Off the Yellow Brick Road, a spin-off of The Wizard of Oz. On the surface, they can market this production with the Wizard of Oz characters and people will connect with them, but once they’re in the theater, it’s a whole different story and experience.
The Importance Of Listening To Your Audience
{10:11} We asked Mitch about the early days of Prima Theatre, back when they were traveling to different venues in the county and performing cabarets. His dream was to create these cool performances in random places, like an auto shop or cafe.
But when they started listening to what their audience was saying, they weren’t the biggest fans of always having to find where the performance was going to be or when it would take place. They wanted a permanent place that they could always find. So, they started looking for a permanent spot and Mitch continued to listen to his audience.
The number one reason people weren’t coming to shows in downtown Lancaster? Street parking. Nobody wants to have to find street parking on a Friday night in downtown Lancaster City. And so, Mitch and his team narrowed their search to places that had a parking lot.
Another key aspect of the new place was comfortable seating. He knew that the audience wouldn’t want to be squished in a theatre with people they don’t know in uncomfortable seats. So you better believe Prima Theatre has Tempur-Pedic chairs and private cabaret tables.
Audience Versus Data
{16:35} Although listening to your audience is essential for success in any business, there is also success when you know when to not listen to your audience. Sometimes, surveys will tell you one thing, but your data is where the truth lives.
In the past, people have told Prima they want a certain type of show and would be excited to come to see it, but looking at ticket sales, no one is coming to it. Sometimes, people like the idea of something but when it comes down to it, they won’t buy the tickets.
Marketing Shoes That Have Never Been Marketed Before
{22:11} Almost all the shows that Prima puts on are originals. And this idea is exciting but also terrifying because how do you gain traction and excitement for a show no one has ever heard of?
Brand awareness and trust.
Mitch gives the example of Apple. Everyone is quick to buy the latest Apple product because it’s Apple. This same idea is what he has for Prima. People are going to come to a Prima show they’ve never heard of because Prima is showing it.
On the promotional end, the two most important aspects his team focuses on are choosing a great title and supporting that with great visuals. And this concept isn’t new to marketers, we know that a great ad stands out because of a captivating headline and visual components.
Marketing Doesn’t Have To Be Sexy
{26:50} We asked Mitch what marketing channels work really well for Prima to get new subscribers and audience members. And he prefaces his answer with “it’s not what you want it to be”, because his answer was LNP Media.
This opened the door to another marketing tangent. At Tower, we see companies asking us about the latest trends, newest platforms, or most innovative ways to market. But at the end of the day, if you know who your audience is and where your audience is searching for things, you may find that the newspaper is exactly where you should be.
One of the biggest challenges Prima has when marketing shows is the fact that rehearsals don’t start until 2-3 weeks before showtimes. This means that true visuals and videos aren’t ready until right before. Obviously, Prima wants to sell tickets and get audiences excited about the show before this, so they need to find creative ways to market the show without just showing the actors at rehearsals.
Creative content like set renderings and B roll video content work really well in allowing the audience to get an idea of what to expect without actually seeing the stage fully dressed for the show. Prima markets the essence and the feeling of the show.
{29:48} At the end of the day, Mitch looks at whether the marketing tactics are translating to ticket sales. And if they’re not, he’s not going to just give up on that marketing channel but consider new ways to market on it. (Another great marketing tactic we at Tower love to hear!)
Strategies For Raising Funds As A Non-Profit
{31:17} It was important to Mitch to create opportunities for “normal” people to support Prima, not just large companies. He wanted them to have the opportunity to create something bigger than ourselves.
And he knows that it’s risky to financially invest and support an organization that is putting on shows and doing things that have never been done before. But isn’t that where all the best things start? As a leap of faith?
Creating Win-Win Situations For Sponsors
{36:25} One of the ways companies can support Prima is through their Next Gen Initiative Program, which allows students to have in-depth internships where they can learn about marketing, production, customer service, and even technical theatre skills.
Some companies are interested in supporting the youth of Lancaster and helping grow the next generation of workers. So although they aren’t interested in the theatre, they’ll support Prima.
On the other hand, Mitch listens to the challenges of the community and provides what resources he has to support them. For example, the BIPOC arts community is limited in space to show their galleries. Mitch opened Prima’s door and technical staff to create a space for artists to come show their work on the stage.
“You may not give a hoot about the arts, but do you care about the vitality of your community” is the foundation of Prima’s thinking when it comes to sponsorships and supporting others in Lancaster County.
Lessons About Himself, Theatre, And Lancaster County
{45:29} As Prima has grown, so has Mitch. And as Prima has dared to be different, so has Mitch. But he also recognizes that he needs to have a healthy relationship with “this thing he’s birthed” and let it grow on his own.
He’s learned that wonder and awe happen all around, not just in Prima. It can take many forms and it’s essential to fill his own bucket if he’s expected to fill the community’s.
As someone who didn’t grow up in Lancaster, he doesn’t accept some of the classic stereotypes that are put out there by natives. He continues to defy the standards and ask the question, why not?
Check Out The Full Episode: Prima Theatre: A Vibrant Hub For The Community
Lily Embark On A Flavorful Journey Through Lancaster’s History With Unique Lancaster Experiences
- Tower After Hours
Alex S