Articles tagged with: Case Study
Theatre Marketing »
Over the past quarter, we ran a survey online that aimed to dive deeper into theatergoers’ behavior and preferences online. While there is a lot of information we took from the research, I pulled out two specific focuses of the …
Theatre Marketing »
Here is some very interesting information we came across that looks closer at the demographics of the typical mass transit user. This isn’t focused specifically on New York City transit but it points out how the typical mass transit user …
Theatre Marketing »
Over the past year, we’ve presented the case of "why" and "how" to use MySpace.com as part of your overall marketing plan. Well, we now have some news that you should be clearly aware of before creating a MySpace for …
Theatre Marketing »
I think it’s fair to say that we have all come across online advertising that is just completely annoying. Whether it’s the pop-up ad that freezes your computer or the loud audio banner that starts playing when you least expect …
Theatre Marketing »
As stated on numerous occasions, we are not crazy about the ‘movie’ and ‘theater’ industry analogies. When you really think about it, it’s comparing apples to oranges.
With that said, they do spend boat loads of money and are …
Theatre Marketing »
How will Broadway expand it’s wings into the highly lucrative 25-35 year market of young urban professionals? The answer is proving to be not that simple.
Advertising to this market on a typical Broadway budget is not a feasible option …
Theatre Marketing »
Picture this scenario.
The Johnson’s are from out-of-town and visiting New York City. They are walking past your theatre and see a large plasma screen in the front of the theatre. The screen displays an invitation to be
Theatre Marketing »
What is the discount price that tips prospects into paying customers? There is no blanket answer to this question but there are trends we see in response rates that we believe can help us maximize our marketing efforts. Months back, we tested a campaign for a Broadway musical and wanted to share some of our findings that could help shed some light when formulating your next discount ticket offer.
The scenario:
A Broadway musical was looking to fill select performances that they felt were weak in attendance. In order of priority, we were focusing on Tuesdays, Wednesdays and select Thursdays. It closely resembled the airline industry’s approach of selling airfare.
The solution:
To target building sales for select performances on the official website. A tiered discount was offered on eight performances. Four performances were for $65 orchestra seat tickets. Four performances were for $75 orchestra seat tickets.
The results (after 7 days of the campaign):
$65 Ticket
Total of 4 available performances on a Tues or Wed
# of tickets sold: 115 tickets
$75 Ticket
Total of 4 available performances on a Wed or Thurs
# of tickets sold: 16 tickets
$101.25
All non-discounted performances
# of tickets sold: 41 tickets
Our conclusion:
- The discount price ruled over all other variables.
- There was no movement on the second-tier price ($75). It seems as though people either wanted the best price or the most convenient performance to attend.
- People were willing to purchase tickets for an immediate performance with the discount.
Moving forward:
What we felt was most interesting about the campaign is that this helps support the theory that discounting specific performances based on demand (similar to the travel industry) has legs. A Tuesday of this week could be $65 and next week could be full price if the market conditions support it.
Each show has different buzz levels, audiences, marketing channels, etc., so it’s difficult to draw one final conclusion moving forward. But, for now, it’s something to consider when putting together that next discount mailing.
Theatre Marketing »
In a very interesting move that has the search marketing industry buzzing, Bill Gates has announced the idea of paying users who search the web using a Microsoft search engine. This isn’t a new concept (i.e., iWon.com) but could help …
Theatre Marketing »
What if there was an application on your computer (AOL IM-like) that alerted you of Broadway ticket news? This could be on-sale announcements, discount tickets, etc.
It potentially is more effective than email because only Broadway messages are filtered through this application.
Well, the travel industry is doing it and says it’s working well for them. We are looking into this now to see what’s possible on the Broadway front.
Here is the article:
“A NEW STUDY BY COMPETE, Inc. concludes that desktop marketing applications can drive travel sales.
The study, expected to be released today, examined Southwest Airlines’ desktop tool Ding!, launched in February and downloaded almost 1 million times as of October.
Southwest Airlines is not a Compete client and didn’t sponsor the study, said Compete Senior Associate Gregory Saks–although, he added, the Compete sales team likely has had discussions with Southwest (and other travel suppliers) about becoming a client in the future. Southwest sends promotions straight to the desktops of consumers with Ding! The study found that Ding! users are 45 percent more likely to book through Southwest than non-users.
Compete’s analysis of some of the leading loyalty programs in the lodging sector found that the travel shopping behaviors of hotel rewards program users are nearly identical to non-users. Rewards program members evaluate 5.9 supplier or agency sites, just slightly less than the 6.3 sites considered for a non-member. What’s more, some programs were found to have no effect at all.
Compete attributes the rise to the ease of comparing prices and amenities online. “Travel suppliers have traditionally turned to rewards programs to create and maintain loyalty,” Gregory Saks, senior associate at Compete, said in the report. “Yet today, with nearly every brand offering its own program, and consumers seeing less differentiation, it is clear that marketers need to look beyond just rewards to maintain strong customer relationships.”
