Reaching new audiences can feel like an uphill battle, but it doesn’t have to be. If you’ve ever wondered how to get more people in your seats—especially those who’ve never been to your events before—you’re not alone. Many arts organizations face the same challenge, and the good news is, with the right strategies, you can make meaningful progress to attract new audiences.

In this post, I’ll share a simple, step-by-step framework to help you focus your efforts and start seeing results. These ideas are just the beginning—we’ll dive even deeper in my free webinar, “Bums In Seats: Practical Ways to Attract New Audiences,” happening on Thursday, January 23 at 1 PM EST. This will be a hands-on session: when you register, you’ll also get a free workbook to help you create a practical plan to reach a new audience for your shows.

Start with One Audience

Trying to appeal to everyone often leads to connecting with no one. That’s why the first step to attracting new audiences is deciding who you want to reach.

Think about the types of people who would enjoy your events but might not know about them yet. For example:

• A family looking for affordable, fun activities to do with their kids.
• A group of young professionals seeking unique, creative experiences.
• Older adults who love live music but haven’t heard about your venue.

The key is to get specific. What are their interests, motivations, and challenges? For instance, parents might value events that are kid-friendly and affordable, while young professionals might look for experiences they can share with friends on social media. In the webinar, I’ll walk you through creating a clear persona for your target audience and how to use it to shape your marketing efforts.

Focus Your Outreach with One Strategy

Once you know who you want to reach, the next step is figuring out how to get their attention. This is what marketers call “lead generation”—but don’t let the term intimidate you. It’s really just about catching someone’s eye and encouraging them to take the next step, like signing up for your email list or following you on social media.

Some simple, effective ways to do this include:

• Running a Facebook or Instagram ad that highlights what makes your events special.
• Partnering with local businesses or community groups to cross-promote.
• Creating a fun, shareable post on social media that invites people to learn more.

Not sure where to start? In the webinar, I’ll share a cheat sheet of ideas and help you brainstorm what might work best for your target audience.

Make It Easy to Say Yes

Once someone’s interested, you need to make it easy for them to take the next step. This could be:

• Signing up for a free or low-cost event, like an open house or pay-what-you-can performance.
• Claiming a first-timer discount or special offer.
• RSVPing to a backstage tour or post-show talk.

Think about what would feel exciting and low-risk for someone who’s never attended your events before. In the webinar, we’ll explore different options and how to choose the right one for your audience.

Create an Experience That Connects

Your program or event is the heart of your outreach strategy. For new audiences, it’s important to offer something that feels welcoming and relevant. This might mean:

• Designing a family-friendly event with hands-on activities for kids.
• Hosting a cultural spotlight night that celebrates diversity and inclusion.
• Offering a relaxed, casual performance that’s perfect for first-timers.

We’ll dive deeper into crafting programs that connect during the webinar and help you brainstorm ideas tailored to your audience.

Plan for Success

Finally, a great plan is what ties everything together. When you register for the webinar, you’ll get a free workbook that will help you map out your strategy for the year ahead. The workbook guides you through:

• Deciding on your audience.
• Choosing your lead generation strategy.
• Picking the best way to turn interest into action.
• Designing a program that speaks to your audience.
• Tracking your progress over the year.

By the end of the webinar, you’ll have the first steps of your plan in place and know exactly what to do next.

Join the Webinar

Ready to take action? Register now for “Bums In Seats: Practical Ways to Attract New Audiences,” happening Thursday, January 23 at 1 PM EST. This free webinar will give you the tools and confidence to start reaching new audiences and filling your seats. Plus, you’ll get the workbook to help you put your plan into motion.

Let’s make 2025 the year your shows connect with more people than ever before. I can’t wait to see you there!