I have been doing quite a lot of email marketing for various theaters out here in LA - and it works. It is cheap (check out Constant Contact as one source) and it is direct to the folks who are interested in your theater. Let's face it, it is getting harder and harder to find sources for funding and the first thing in the budget that gets cut is advertising. Big mistake. You have to get the word out, you just have to be more creative in doing so.
There are more options out there in the social marketing arena (Facebook, MySpace, Twitter, etc.) but at the very least, get out those emails to your list. And if you don't have a list, start creating one now. Ask people to sign up after one of your shows or load up your personal contacts to get started. If you use Constant Contact, you can add a feature to your current website just to sign up for your email list - and they provide templates to start with that are easily adaptable to include your logo, colors and integrate great production shots of your shows.
If you don't have the time, hire someone to help. That's what we're here for.
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