From One Hit to a Full House: How to Keep Your Shows Selling Out

From One Hit to a Full House: How to Keep Your Shows Selling Out
Written by Nick Armstrong

When you sell out your first improv show, it feels like magic. The energy is high, the audience is buzzing, and you can’t help but think, “This is it, we’re doing it!” But let’s be real, sustaining that success is where the challenge lies. How do you turn the magic of one sold-out night into a series of packed houses, month after month?

The secret isn’t just about putting on a good show; it’s about keeping the buzz alive, building a captivating performance, and marketing it with the same passion you bring to the stage. Let’s break down how to sell out your second and third improv shows and keep the momentum going.

1. Make the Show Irresistible: Show Quality and Format Matter

You’ve set the bar with your first show, but how do you keep it high? It all comes down to quality and curb appeal that keeps people coming back. For example, some shows at RISE Comedy in Denver are named: Mocumentary Now! or Hit and Run: The Improvised Musical — these shows aren't just “improv”; they feature strong, high-concept formats that elevate the experience. Additionally, they have great curb appeal for the audience. Here’s how you can do the same:

  • Craft a Signature Format: Whether it’s an improvised true crime story, a live musical, or a completely made-up documentary, ensure your show has a concept that is fresh, specific, and easily marketable. A themed or genre-driven show will always have a hook.
  • Polish Your Show: Improv is inherently unpredictable, but that doesn’t mean your show should feel unrefined. The second time around, your audience will anticipate more. Practice the fundamental elements of your format to ensure everything feels tight, polished, and professional. Rehearse, rehearse, rehearse. Without this, your show won’t thrive. Also, keep your introductions brief and get to the show quickly.
  • Set High Standards: It’s not just about filling seats; it’s about making people want to come back. Every show should feel like an event.

2. Build a Brand Around Your Show

It’s not enough to simply throw together a show and hope for the best. You must create a brand that feels cohesive, fun, and memorable. When your show has a distinct identity, it becomes easier to market and helps keep your audience engaged.

  • Name the Show and Troupe: Select a name that reflects the vibe of your show. Is it quirky? Highbrow? Heavy on pop culture? Choose a name that resonates with your concept and stays in people’s minds. Something current or part of the zeitgeist may work well.
  • Professional Visuals: It's important to create posters, social media graphics, and promotional materials. Don’t skimp on design; you want your show to look as polished as the concept behind it.
  • Develop a Tagline: It should be catchy, intriguing, and capture the essence of your show. For example:
    • “A Fully Improvised Murder Mystery – You Won’t Guess the Killer”
    • “The Musical That Never Was, But Should Have Been”

3. Market Your Second Show Like It’s a Limited-Edition Release

Here’s the point: your second show must feel even more exclusive than the first. Leverage scarcity to your advantage.

  • Leverage FOMO (Fear of Missing Out): If your first show sold out, highlight that achievement. Promote the second show as an even bigger event. Use language like:
    • “Tickets for our last show sold out in 24 hours. Don’t miss out on this one!”
    • “Only 30 tickets left! Get yours before they’re gone!”
  • Highlight Testimonials: Did someone say, “Best show I’ve seen all year!” on social media? Feature it. Testimonials and reviews are your best friends; they serve as social proof that your show is worth attending. Repost audience reviews on Instagram, Twitter, and your website.
  • Clip Highlights: Share short, engaging clips (30-60 seconds) from your last show. People love a good teaser, and seeing the excitement from the first show will make them want to experience it live.

4. Keep the Buzz Going on Social Media

A strong social media presence can generate excitement and anticipation between shows. Don’t let your show lose momentum once the curtains close.

  • Engage with your audience: Post regularly between shows, not just when you’re selling tickets. Use Instagram Stories, polls, and behind-the-scenes footage. Ask your followers questions.
    • “What genre should we improvise next?”
    • “Who should be the victim in our next true-crime improv?”
  • Create Content: People are invested in the individuals behind the show. Develop content that goes beyond mere promotion; share improviser bios, entertaining sketches, or bloopers. This approach humanizes the team and fosters loyalty.
  • Tease the Next Show: Don’t wait until the week of the show to hype it up. Build anticipation a few weeks beforehand. Inform people what they’ll miss if they don’t buy tickets early.

5. Expand Your Audience Beyond Improv Fans

It’s easy to market to improv fans, but you want a wide variety of people to experience your show. Here’s how to attract diverse audiences:

  • Target Niche Communities: Based on your show’s theme, identify specific communities that align with it. Horror fans? Genre enthusiasts? Film aficionados? Collaborate with local communities, fan clubs, and businesses within these circles to help spread the word.
  • Partner with Local Businesses: Collaborate with a nearby bar, restaurant, or coffee shop for cross-promotions. You can provide bundled tickets with a meal or discount codes for attendees.
  • Work with Local Influencers: Identify bloggers, YouTubers, or local comedians who have a strong following. Provide them with free tickets in exchange for shoutouts or reviews. Social proof from a trusted voice can be incredibly effective.

6. Keep the Energy High for Every Show

Even when you’re feeling exhausted, every show needs to have that same spark. End strong and let the audience know that you’ll return with something even bigger. Maintain that sense of exclusivity, as if each show is the one to see before it’s gone forever.

By following these strategies, you can build a loyal audience that keeps coming back for more and never loses momentum. The key is to market wisely, fulfill your promises, and approach every show as a once-in-a-lifetime event.

With the right approach, you won’t just sell out your second and third shows—you’ll create a show that people can’t wait to come back to.

Nick Armstrong is an actor, writer, and improviser with over 20 years of experience in the comedy world. He’s the Co-Founder of RISE Comedy in Denver, Founder of Improv Utopia, Co-owner of Crowdwork, and Haus of Comedy in Sacramento. Nick has performed and taught improv across the U.S. and internationally, and his passion lies in building strong, supportive communities through the power of improv.