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The most important element of any amateur dramatics group is their reputation! I have known groups to put on a poor production and make it obvious that they had not rehearsed enough, however they played to packed audiences every night and made over £1500 profit … although they realised they were not very good, they were still very pleased with themselves for raising so much money. However, people remembered what a dreadful performance they did and so when the next production came along - no one turned up. The group has now closed down due to financial problems. Main thing to learn there is to not rest on your laurels … keep working hard - you maybe good … but you can always be better!
You might think that this is not relative to marketing, or your group because you're good and put on fantastic shows … but you'd be wrong - another group's bad production can affect your sales. So here are a few handy hints on how to differ yourselves and gain/keep a good reputation.
Get a good logo for your group … a name, which is easy to remember and a logo, which you can associate with your group, works wonders … for more information see the Branding section.
Always treat people, companies & venues with respect and try not to cause unnecessary arguments or conflicts. You will always come out on top if you are known to people as "a nice group" who are "friendly".
Speak to people as they leave your production … ask questions like "did you enjoy the show" or "I'm glad to see you made the performance - thank you for coming". I know it seems natural to do that, but people remember as they leave … it is the last impression you give regarding your group.
Try and do something for the local community/charities. Even if you do not make money out of it, whether it's an additional performance or a special show. You will be seen as supporting the local community, being charitable, fantastic opportunities for Press Releases, people will come and see a charity show who might not have come to a "normal" production, and most importantly you help people in need!
Support other local amateur dramatics groups … if you attend their production (and make sure you tell them you've attended), then the likelihood is that they will attend yours! Show each other support.
Other articles from Matt:
Advertising
Branding
Fund Raising
Gimmicks
Posters
Press Releases
Starting a New Group