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Interactive Marketing and the Broadway Experience

Interactive Marketing and the Broadway Experience. Olivia Pasquinelli. Interaction . Then Phone Mail Now Calling Texting Mail Email Facebook Twitter Online Messaging Skype. Interactive Marketing. The key: Interaction

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Interactive Marketing and the Broadway Experience

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  1. Interactive Marketing and the Broadway Experience Olivia Pasquinelli

  2. Interaction • Then • Phone • Mail • Now • Calling • Texting • Mail • Email • Facebook • Twitter • Online Messaging • Skype

  3. Interactive Marketing • The key: Interaction “Interactive marketing is based on a simple, powerful concept: that the best way to attract customers is to establish a dialogue with them” -Interactive Online Marketing 101 • Why? • Stake in Company • Voice is Heard • Loyalty • Changing Environment

  4. Changing Environment

  5. Commercial Business • Butterball Turkey Talk-Line

  6. Commercial Business • Mayhem

  7. Commercial Business • Allstate • Axe • Old Spice

  8. Why Broadway? • The Audience • Successful in Commercial Business • Trends moving in Broadway’s Favor

  9. The Arts – Community • A Leisure Product • “Willing and able to spend time pursuing consumption” • “Consumption is experimental”- Different every time • Based around pleasure and emotion rather than practicality • Community Surrounded

  10. The Arts – Examples • Theatre PasseMuraille in Toronto – Buzz Festival • Tri-annual • 15- 30 Minutes of a Work in Progress • Audience Feedback • Behind the Scenes Look • Creates Buzz – Sells Out Shows

  11. Broadway Audience • Share Aspects with Umbrella of “Arts” • Audience • Budget • Artistic Competition

  12. Broadway Audience • 66% Tourists • Average Attendee Saw 5 Shows in the Past Year • Average Age 44 • 44% Buy Tickets Online • 65% Female (Females Also Tend to do the Purchasing) • Average Income of $244,100 Why is this Important?

  13. Demographics • Tourists • Come to New York City for the Product • Seeking Information • Don’t Want to be Disappointed • Average Broadway Theatergoer – 5 Shows • Dedication to the Art • Looking to Strengthen Their Connection (Tweet Seats?) • Important Part of the Community

  14. Smart Phone Link • Age and Income

  15. Internet Link

  16. Budget • Marketing Expenses Per Month: $200,000 – $340,000 • Only 30% Make Back Original Investment • Interactive Marketing Bonuses • Increased Sales Conversions • Lower Overhead Expenses • Audience Engagement • Social Network Sharing • Feedback • Effective Use of Resources

  17. Artistic Competition • “If you’re not one of the blockbuster shows, like ‘Wicked’ or ‘Mormon,’ you’ve got to find ways to differentiate yourself…Broadway tickets are very expensive, even with a group discount, and people want strong reasons to buy” -Healy • New Shows Every Season

  18. Broadway Marketing Campaign • Sample of Shows Currently on Broadway • The Lion King • Wicked • Spider-Man, Turn Off the Dark • Jersey Boys • The Book of Mormon • Mary Poppins • Chicago • Sister Act • Once

  19. Basic Interaction • Facebook • Twitter • Youtube.com Channel • Pinterest • Instagram

  20. Facebook

  21. Facebook Interactivity

  22. Toward Full Interactive Marketing • The Wicked Games…For Good • 6 Wicked Themed Games for Charity • Facebook, Twitter, YouTube • 700,000 Shared Impressions • 80,000 Unique Visits • Engagement and Interactive – Not the Complete Conversation Yet

  23. Beginning – Examples • Next To Normal – Tweeting • Created Buzz • Boosted Ticket Sales • Created Connections • Interaction through Conversation • 30,000 Followers within First Week • 145,000 by end of Campaign • 550,000 in the Month Following

  24. The Disconnect • SpotCo – Major Broadway Advertising Agency • Did not Fully Grasp the Concept of Interactive Marketing • Internet Marketing • Conversion from Print to Online • The Industry Needs to Take a Giant Step into Interactive Marketing

  25. The Future “the future of interactive marketing -- defined by Forrester not as building online campaigns, but "enabling collaborative customer relationships -- through any medium or experience."’ -Rooney

  26. Conclusion Broadway Audience + Internet and Mobile Technology Connection + Emotional About the Product = Interactive Marketing :The Perfect Fit For Broadway

  27. Photos (sources) • http://www.codinghorror.com/blog/2008/01/getting-the-interview-phone-screen-right.html • http://photo-dictionary.com/phrase/436/envelope.html • http://www.macworld.com/product/587530/apple_iphone_4_bumper.html • http://preacherontheplaza.wordpress.com/tag/texting/ • http://www.envelopescompany.com/ • http://www.problogger.net/archives/2011/02/17/5-sales-email-myths-that-are-costing-you-money/ • http://www.hubspot.com/facebook-for-business-marketing-hub/ • http://blog.nathanbransford.com/2011/05/how-to-use-twitter-reply.html • http://www.iheartchaos.com/post/19296928848/aol-instant-messenger-developer-team-laid-off-rip-aim • http://finance.fortune.cnn.com/2011/05/10/yes-microsoft-is-buying-skype/ • http://www.kickstarter.com/projects/lizmooney/once-upon-a-time-a-photographers-fairytales?ref=category • http://www.thecanadianencyclopedia.com/articles/theatre-passe-muraille • Lion King: http://www.nytours.us/?event=offer.detail&offerId=1309 • Book of Mormon: http://www.theatermania.com/broadway/shows/

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