Not everyone who sees an ad for your show is at the same point in their decision-making process.
Some people are discovering the production for the first time. Others have watched a video, visited the website, explored performance dates or even added tickets to their cart without completing their purchase.
Understanding where someone is in that journey helps determine who we target, what we show them and what we want them to do next.
Prospecting: finding your next ticket buyer
Prospecting is how we introduce a show to new potential audiences.
These are people who have not interacted with the production before, but whose interests, behaviors or characteristics suggest they could be a strong fit. Depending on the show, that might include general Broadway fans, tourists planning a trip to New York, fans of a specific cast member, families or audiences interested in music, comedy and relevant pop culture.
At this stage, the job of ad creative is to earn attention and generate interest. A compelling production video, asset showcasing a recognizable cast member, push of a strong review or engaging piece of social content can be the first step in introducing someone to the show.
But that first interaction doesn’t always lead to an immediate ticket purchase.
