Picking up an audience – Part 2

Following on from yesterday’s post about how to ‘date’ customers, we all know that approval from friends plays a crucial role in whether a relationship goes ahead or not. So how do you convince the friends to recommend you when you haven’t even met . . . (Believe it or not this blog is still about theatre)


One of the main aims for any organisation is to have positive word-of-mouth happening in the marketplace and having previous consumers promoting your brand to their networks. What if I told you that these promoters don’t necessarily have to be previous consumers? Interested?

Being able to have people who you have never interacted with promoting your brand appears to be an idea situation for an organisation as they don’t have to spend time interacting with each of those promoters.

This situation can be achieved by creating a general positive awareness in the marketplace for your brand, but relies on your ability to interact with people who aren’t your customers, in fact you need to interact with people who aren’t even people. You need to interact with other brands.

One of the great things about social media outlets, like Facebook and Twitter, is that you can post on other organisation’s brand pages. And by posting on other brand pages, you get the name of your business out into that organisation’s network. However, this has to be done subtly using the same idea that I discussed yesterday.

Firstly, think of some similar brands that your current customers use. These brands’ networks are the ones that you want access to as they probably feature clients very similar to your current customers as well as future customers and their friends.

Secondly, building on yesterday’s topic, you don’t want to launch straight out into ‘me, me, me’ mode or you will get negative publicity from that brand. What you want to create is a presence and get into the minds of the brand’s customers and as a result your future customers’ friends.

Now the interaction of course must be relevant to your show. ‘Chitty Chitty Bang Bang’ shouldn’t be commenting on a post about recent updates to Segways and ‘Cats’ really shouldn’t be liking a post about Purina Dog Food. But if the post has some relevance to the service you provide, use the comment section as a subtle reminder of your product in a discreet manner.

As a result of these efforts, hopefully you will slowly work your way into the minds of your future customers’ friends. And as a result, when someone says to their friends ‘I have a Saturday afternoon free?’ you could get lucky and have one of these friends suggest your show just because they have noticed it around the place!

We all know that friends’ approval is one of the most difficult barriers to overcome, but have a go with this strategy.

Agree or disagree with this post? Let me know why!