In marketing, the adage is you have to "pay to play." And businesses are taking this more seriously than ever.  Depending on your theatre and its goals, knowing where to start can feel overwhelming.

This worry is normal. There's that looming question. "How much of our revenue do we have to put back into marketing to keep growing?"

In this article, you'll discover:

• The point of a marketing budget
• The importance of setting business and audience goals
• By-the-numbers guidelines for spending
• The value of looking at your competition
• The basics on figuring out what a customer is "worth"