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 earliest ticket available right now is for the end of August, for no less than $255. 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.
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.