MARKETING
What theatre can teach you about marketing
Top five tips and tricks from a seasoned performer
All the world’s a stage,
And all the men and women merely players
-William Shakespeare
The theatre and I have a history together, and if my stage experience has taught me anything, it’s that the audience is cleverly manipulated to feel every emotion and stay engaged throughout the performance.
I believe this same art of emotional orchestration can be applied to marketing and customer service, to create extraordinary experiences and foster high satisfaction and brand loyalty.
Here are five top tips for applying the magic of theatre to the world of marketing.
1. Finish Strong
A production where the cast bows and the curtain is silently drawn will leave the audience with a feeling of anti-climax. That’s why you always finish with a big dance number and a shower of confetti. The last song is the one the audience will sing on the way home, so it had better be a good one.
This principle also holds true for customer experience. Daniel Kahneman and Barbara Fredrickson first wrote about the Peak-End Rule in 1993, but theatre folks have always known about it. Essentially it says that people don’t recall every moment of their experience; they recall the general events and how they felt at the peak and at the end.
This translates to marketing in terms of maximising the experience by ensuring a strong, satisfying conclusion. There’s a temptation to relax the level of effort — the transaction is completed, you’ve got their money and you’re already thinking about the next sale. But customers will use these final moments as a yardstick to judge the entire interaction, so it’s vital to have a strong positive ending.
Consider implementing some sort of mood-booster at the end of a transaction; for example a surprise free gift or service, a discount voucher, a personalised thank you, a follow-up email or call, etc. Save the best for last, as they say!
Disney World does a fantastic job of putting this principle into action with an evening fireworks show to cap off the day. This creates a strong final memory for visitors and enhances their overall experience of the brand and the park.
2. Turn Ordinary into Extraordinary
This goes back to the previously mentioned Peak-End Rule, but this time focusing on the peak. In theatre this peak is usually timed to be at the end of the first act, creating a high point right before the interval. Perhaps a plot twist, a poignant confession or a dramatic revelation. In musical theatre it’s usually a full chorus song-and-dance number.
In customer service this is about creating a peak experience at some point during the interaction, strategically enhancing one or more moments to make them into memorable highlights. It can be something as simple as a thoughtful touch of personalisation, helping the customer and giving them extra attention.
Recently I heard about Eleven Madison Park, a restaurant in New York which has an impressive reputation for what they call “unreasonable hospitality”. They employ staff members called “Dream Weavers”, whose job is to make magic happen. For example, purchasing sledges for diners and taking them to Central Park to sledge in the snow after their meal. This is an extreme example but shows the lengths that some brands are willing to go to in order to engage their customers.
3. Show, Don’t Tell
On stage you should always demonstrate actions and emotions rather than just explaining them verbally. In theatre it’s about actors conveying feelings and motivations through their expressions and interactions.
Musical theatre performers often talk about “acting through the song” — using physical performance to communicate emotion and enhance the words they’re singing.
In marketing it’s about showing products in action, setting up functional displays and showcases or demos, offering samples, etc. The customer needs to experience the product themselves rather than just being told about it. Sales staff need to “act through the song” and fully engage with the customer in an authentic way instead of just following a script, thereby building an emotional connection.
My favourite example of this approach is Vipp. They offer “Vipp Guesthouses” where you can stay in a property furnished with Vipp products and experience using them, then purchase the same products to use at home.
4. Timing is Everything
In theatre, time is a key concept. Timing affects the delivery of lines, the execution of scenes and the overall pacing of the performance. Good timing ensures the audience remains engaged and the story flows smoothly.
Getting it wrong can be disastrous — a fellow actor of mine once made his entrance before the pyrotechnics instead of afterwards, and ended up with his eyebrows singed completely off.
In marketing this relates to timing your interactions to achieve maximum effect. It’s all about knowing how it’s supposed to go and sticking to the script. For example, timely advertising campaigns that tie in with holidays and world events, promotions and vouchers at times when customers are likely to make purchases (e.g. a birthday voucher), or offering assistance to shoppers at the right time (don’t pounce on them as soon as they walk through the door).
Starbucks does an excellent job of implementing this principle with their Pumpkin Spice Lattes. The timing of the annual launch aligns with the start of autumn, tapping into the seasonal mood and customer expectations. The drink is usually withdrawn around mid-November; although Starbucks could easily continue to profit from selling it right through the holiday period, they choose to keep its availability tightly focused to autumn in order to maintain its ongoing appeal.
5. Break the Fourth Wall
Sometimes actors directly address the audience, creating a connection that breaks the imaginary barrier between performers and viewers. This makes the audience feel more involved and engaged in the story.
In business, breaking the fourth wall can be achieved by creating opportunities for direct and meaningful interactions between staff and customers.
The prime opportunity for this is on social media — responding directly to customer comments, reposting consumer-generated content and encouraging customers to share reviews and feedback. It could also include live streaming or Q&A sessions. In a bricks-and-mortar store it could include greeting customers and offering personalised assistance, or in-store events such as demonstrations or workshops.
The goal is to enhance customer engagement by direct interaction and personal experience, thus creating increased loyalty and a stronger brand connection.
This brings me back to Vipp, which hosts a supper club in a former pencil factory. The experience encourages customers to become fully immersed in the brand, not only using Vipp furniture and tableware but also engaging directly with Vipp employees, and enjoying food, wine and music selected by Vipp. The result is a deep multi-sensory connection with the brand, complemented by the feeling of being part of an exclusive club and networking with others who are also immersed in the world of Vipp.
Conclusion
Applying theatre principles to customer service and marketing can profoundly enhance the consumer experience, transforming routine interactions into memorable events. By leveraging the strategies described above, brands can build emotional connections with customers that go beyond merely selling to them.
Ultimately though, in a crowded marketplace the true differentiator is authenticity. The greatest thing I learned from performing on stage is to be confident and be yourself. This is also a key point for brands, because by celebrating your unique identity you can create impactful experiences that resonate deeply with customers and build lasting loyalty.
