2. Show your audience you value its loyalty.
“Hamilton” is the hottest ticket on Broadway in years. It’s completely sold out eight shows per week—in fact, the Richard Rogers theater doesn’t have a single ticket available until February 2017, so buyers are forced to spend upwards of $800 per ticket through resale vendors if they want to get in the “room where it happens.” Because of that, audiences flock to the theater every day to try their luck at being chosen as the $10 ticket lottery winner.
When Miranda realized how many people were giving up their time to wait in this line, he started a program called #Ham4Ham (Hamilton’s face is on the $10 bill), where he would surprise those in line with a fun performance by himself, members of the cast and special Broadway guest stars including Norm Lewis, Lea Salonga, Kelli O’Hara, Matthew Morrison, Wayne Brady and Laura Benanti. The Tony Awards followed Miranda’s lead on this and brought the casts outside the Beacon Theater on Sunday night to perform Broadway’s favorite tunes for the crowds in the street hoping to catch a glimpse of the stars.
Take a page from Miranda’s book and make sure your audience knows you appreciate its loyalty and excitement about your event. Incorporate surprises that will blow them away, create buzz and encourage guests to come back.