There are numerous way to promote your digital programs. As you are promoting your digital programs, also let your patrons know why you are going digital.
Here are some examples and partner spotlights.
Example from Mirvish Productions' website
Website
- Advertise on your home page, event page or a landing page.
- Have a link that goes directly to all of your Published Programs.
- You can also have a link that goes to the event’s specific digital program.
| Example from DeBartolo Performing Arts Center | Example from Grand Rapids Civic Theatre |
Mobile Access
- Turn your digital program links into QR codes for patrons to scan such as QR Code Monkey. These codes can be anywhere on your website and at your venue.
- Use a texting platform such as SimpleTexting, where your patrons text a number and receive a link to your digital program.
Example from Omaha Symphony
Mobile Access For InstantApps Partners
1. Promote in your app's event by creating a button linking to your digital program.
Example from Pittsburgh Public Theater's event
2. Create a Slide on your app's home screen linking to your programs.
Example from Vancouver Symphony Orchestra's slide
3. Create a Card on your app's home screen linking to your programs.
Examples left to right from DeBartolo Performing Arts Center and Mirvish Productions
4. Utilize Push Notifications when you digital programs are ready to create excitement. Have it link right to the digital program.
5. Advertise your app in your digital program too.
Example from Ticket Omaha's digital program
Promotional Video
- Create a video announcing the availability of your digital programs and why you are doing it. Reasons could include:
- Eliminating waste by adopting an eco-friendly practice
- Cutting costs for printing and shipping
- Reducing physical contact points
- Create an instructional video to show patrons how to get to your programs and how to navigate through it to see all of the available content.
- This video can be posted on your website, social media, blog, email newsletters, lobby and/or venue screens.
- Bonus: if you have a prominent sponsor(s), you can provide them more exposure on this video too.
Example from Omaha Symphony. Click here to watch the video.
Email Campaigns
- Launch an email campaign promoting your digital programs.
- Include a mention and link to your programs in your email header and/or footers.
- Let your patrons know about the content and why you went digital.
- Spotlight your digital programs in any ticket email confirmations.
- Mention your digital programs in any pre-show emails to let your ticket holders know if they can access the program early and why you went digital.
Example from a portion of Omaha Symphony's email campaign "Know Before You Go."
Marketing Materials
- Showcase your digital programs in your season print and/or digital brochures, postcards, posters, lobby displays, flyers, and rack cards.
- Include screenshots of your digital programs and how it will benefit your patrons to any lobby or venue screens.
- If you have a newsletter, include a piece about your digital programs.
- If you use printed tickets, include information about your digital programs on the back of tickets.
Example from Grand Rapids Civic Theatre's Rack Card (front and back)
Example from Indianapolis Children's Choir's tickets (front and back)
Example from DeBartolo Performing Arts Center's Lobby
Stage Announcements
- If you make stage announcements, let your patrons know about your digital programs and why they should use them.