What Broadway Can Teach Us About Marketing
TL;DR (Too Long; Didn’t Read): Think about what makes you want to see a Broadway show. It's often the story, the cast, the buzz, or something you saw online that made you curious in the first place.. From social media campaigns and cast appearances to merchandise, word-of-mouth, and creating a sense of community around a show, Broadway knows how to turn an audience into fans. As a college student, I see many similarities between what makes me want to see a Broadway show and what makes me want to engage with a brand: storytelling, personality, excitement, and a reason to feel like I'm part of something.
Broadway might seem like an unlikely place to look for marketing inspiration, but there is a lot that brands can learn from the way Broadway connects with its audiences.
Seeing a Broadway show is about more than the time spent inside the theater. The story, cast, music, and excitement surrounding it all play a role. Social media posts, interviews with cast members, behind-the-scenes moments, merchandise, fan conversations, and word-of-mouth all contribute to the excitement surrounding a show.
As a college student, I've noticed that many of the same things that make me want to see a Broadway show are the things that make me want to engage with a brand. I'm more likely to pay attention when something has a strong personality, tells an interesting story, creates excitement, or makes me feel like I'm part of something.
Here are a few things Broadway can teach marketers about creating those connections.
Tell a Story People Want to Be Part Of
One of Broadway's biggest strengths is storytelling. A show gives its audience characters to care about, a world to become invested in, and a reason to keep following along. Marketing can work the same way.
People don't necessarily want to feel like they're being sold something every time they see a post or advertisement. They want content that gives them a reason to care. Instead of only focusing on what a product or service does, brands can show the story behind it, the people involved, or the problem they're trying to solve.
A strong story can turn something as simple as a product, service, or organization into something people feel connected to. Building that connection starts with a digital marketing strategy that considers the audience, the message, and the overall experience.
Give Your Brand a Personality
Broadway shows have personalities of their own. A comedy, a musical, and a dramatic production can each create completely different feelings, even though they're all selling tickets.
That personality carries into the way a show is marketed. Cast interviews, social media posts, promotional videos, and behind-the-scenes moments give audiences a chance to see the people and personalities behind the production.
I think this is especially important when it comes to the brands I interact with every day. I'm much more likely to remember a company that feels like it has a personality than one that only posts polished advertisements. Humor, behind-the-scenes moments, employee content, and genuine interactions can make a brand feel more human.
A strong social media strategy can help brands bring that personality to life and create opportunities for audiences to interact with them.
Create Excitement Beyond the Product
Broadway doesn't wait until opening night to start getting people excited. Cast announcements, trailers, interviews, social media content, merchandise, special events, and fan conversations can all build anticipation.
That same idea can work for brands.
Instead of only posting when there is something to sell, brands can create content that builds anticipation and gives their audience something to look forward to. Teasers, countdowns, behind-the-scenes content, launches, and interactive posts can make an audience feel involved before the main event even happens.
This is also where advertising can play an important role. Effective advertising isn't just about getting a message in front of people, it's about reaching the right audience with something that gives them a reason to pay attention and take action.
For me, some of the most memorable Broadway marketing happens before I've even seen the show. A cast interview, a clip from a performance, or a creative social media post can make me curious enough to learn more. The same principle applies to brands: creating excitement can give people a reason to stop, engage, and remember you.
Final Thoughts
Broadway is a great example of what can happen when marketing goes beyond simply promoting a product.
The most successful shows create a world that audiences want to return to. Through storytelling, personality, excitement, and community, they give people a reason to stay interested long after they've bought a ticket. Brands can use those same ideas to build stronger connections with their audiences.
As a college student, I'm constantly surrounded by advertisements, social media posts, and brands competing for my attention. The ones I remember aren't necessarily the ones with the biggest budgets. They're the ones that make me feel something, tell me a story, or give me a reason to care. If there is one takeaway from Broadway, it's this: don't just market the product. Create an experience people want to be part of.
At Exler Marketing, we help organizations create content that connects with their audience and encourages meaningful engagement. From strategy to storytelling, our goal is to help brands create content people actually want to stop and see. Contact our team to start building content that helps move people from scrolling to clicking.
About the Author: Jenna Gilman is a Social Media & Digital Marketing Intern at Exler Marketing and a Psychology and Communication double major at the University of Maryland. Drawing from both her academic background and firsthand experience as a college student, she enjoys exploring marketing strategies that help brands build authentic connections with Gen Z audiences.
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