So, to what extent do theatres use promotional merchandise?

Promotional products are great as additional items to a theatre production and a perfect way to promote the show and venue. Products which are relevant to the show, such as flashing head-gear from a pantomime, are a perfect accompaniment for children as a memento. Standard promotional items such as pens, t-shirts or keyrings, branded with show or cast information are also popular with audiences after the show as mementos of their night out at the theatre.

These types of products are ideal for theatres as they can be sold at merchandise booths or given away after a performance. Jacky Barron, marketing manager at the Alexandra Theatre in Birmingham said: "People tend to take things when they are free, it is a great way for us to promote the theatre."

What are theatre companies looking for in the promotional merchandise they order?

Theatres and events companies, like any business, are looking for a range of quality items to use in relation to their shows and productions. Promotional merchandise sold or given away at an event needs to be eye-catching to ensure that the theatre and the show will be remembered by the audience.

Jacky said: "We look for quality novelty items that will attract kids on the night of the show, but also useful ones such as pens or tape measures that people can just pick up out of interest. These kinds of promotional products with our name on are a great way for us to get out there."

WISH Theatre is a Coventry-based pantomime and children's theatre production company. Business manager, Sarah Boden, understands the importance of promotional products for this industry. Sarah believes that the key thing is to ensure that the promotional product fits in with the show being sold. Tiaras, for example, are perfect product for a children's pantomime or ballet but not for an adult murder mystery play!

For many, choosing promotional merchandise for a show just comes down to price. This is an important point for the promotional merchandise world. Companies should ensure that they are providing a range of interesting and good value products that will be picked up by this industry for various productions.

The busiest time for theatres and events venues is clearly in the run up to Christmas when pantomimes and festive shows take hold of the nation. Despite the fact that we have just come into February, the ordering process for theatre promotional products has already started for next Christmas. Promotional merchandise companies need to be aware of this time frame, and plan ahead in order to find theatres and theatre companies which they can provide relevant products for.

Organisation in terms of choosing and ordering products is on a detailed schedule and generally in advance of any major performance. In terms of products for large pantomimes and shows, these tend to be ordered ahead of time, and for the Alexandra Theatre, this means looking around in advance for companies who are providing products that suit the show. There is no point providing promotional material which isn't relevant, so choosing products and a supplier is a key part of the process. In terms of choosing a supplier, Jacky said: "I have some regular suppliers for promotional products, but I would also go to a specific company if they were offering something that I needed for a certain show."

It is clear that for theatre production companies such as WISH and for theatres such as The Alexandra, promotional merchandise is a key part of the operation. Several things need to be taken into consideration by promotional merchandise companies including, price, quality, novelty value and product relevance. If approaching members of the theatre and events industry, promotional merchandise companies need to bring out the strength of their offering and submit concepts which will fit any specific requirements.

It is clear that there is a wide range of opportunities for promotional merchandise companies to build up relationships with theatres and events venues. The large variety of shows and performances means that there are a great number of products needed, included bespoke, novelty items. Promotional merchandise companies would benefit hugely by getting involved and fully exploiting an opportunity which would enable large amounts of orders, all year round.

Printer friendly version

Email this article to a friend

Bookmark this

---