Transcript Interactive Marketing and the Broadway Experience

Interactive
Marketing and the
Broadway
Experience
Olivia Pasquinelli
S
Interaction
S Then
S Phone
S Mail
S Now
S Calling
S Texting
S Mail
S Email
S Facebook
S Twitter
S Online Messaging
S Skype
Interactive Marketing
S 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
S Why?
S Stake in Company
S Voice is Heard
S Loyalty
S Changing Environment
Changing Environment
Commercial Business
S Butterball Turkey Talk-Line
Commercial Business
S Mayhem
Commercial Business
S Allstate
S Axe
S Old Spice
Why Broadway?
S The Audience
S Successful in Commercial Business
S Trends moving in Broadway’s Favor
The Arts – Community
S A Leisure Product
S “Willing and able to spend time pursuing consumption”
S “Consumption is experimental”- Different every time
S Based around pleasure and emotion rather than practicality
S Community Surrounded
The Arts – Examples
S Theatre Passe Muraille in Toronto – Buzz Festival
S Tri-annual
S 15- 30 Minutes of a Work in Progress
S Audience Feedback
S Behind the Scenes Look
S Creates Buzz – Sells Out Shows
Broadway Audience
S Share Aspects with Umbrella of “Arts”
S Audience
S Budget
S Artistic Competition
Broadway Audience
S 66% Tourists
S Average Attendee Saw 5 Shows in the Past Year
S Average Age 44
S 44% Buy Tickets Online
S 65% Female (Females Also Tend to do the Purchasing)
S Average Income of $244,100
Why is this Important?
Demographics
S Tourists
S Come to New York City for the Product
S Seeking Information
S Don’t Want to be Disappointed
S Average Broadway Theatergoer – 5 Shows
S Dedication to the Art
S Looking to Strengthen Their Connection (Tweet Seats?)
S Important Part of the Community
Smart Phone Link
S Age and Income
Internet Link
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2000
2012
Overall Internet
Population of
Adults
Internet
Population of
ages 18-29
Online
Internet
Population of
ages 65 and
Older
Budget
S Marketing Expenses Per Month: $200,000 – $340,000
S Only 30% Make Back Original Investment
S Interactive Marketing Bonuses
S Increased Sales Conversions
S Lower Overhead Expenses
S Audience Engagement
S Social Network Sharing
S Feedback
S Effective Use of Resources
Artistic Competition
S “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
S New Shows Every Season
Broadway Marketing Campaign
S Sample of Shows Currently on
Broadway
S The Lion King
S Wicked
S Spider-Man, Turn Off the Dark
S Jersey Boys
S The Book of Mormon
S Mary Poppins
S Chicago
S Sister Act
S Once
Basic Interaction
S Facebook
S Twitter
S Youtube.com Channel
S Pinterest
S Instagram
Facebook
Facebook Interactivity
Toward Full Interactive
Marketing
S The Wicked Games…For Good
S 6 Wicked Themed Games for Charity
S Facebook, Twitter, YouTube
S 700,000 Shared Impressions
S 80,000 Unique Visits
S Engagement and Interactive – Not the Complete
Conversation Yet
Beginning – Examples
S Next To Normal – Tweeting
S Created Buzz
S Boosted Ticket Sales
S Created Connections
S Interaction through Conversation
S 30,000 Followers within First Week
S 145,000 by end of Campaign
S 550,000 in the Month Following
The Disconnect
S SpotCo – Major Broadway Advertising Agency
S Did not Fully Grasp the Concept of Interactive Marketing
S Internet Marketing
S Conversion from Print to Online
S The Industry Needs to Take a Giant Step into Interactive
Marketing
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
Conclusion
Broadway Audience
+
Internet and Mobile Technology Connection
+
Emotional About the Product
=
Interactive Marketing : The Perfect Fit For Broadway
Photos (sources)
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http://www.codinghorror.com/blog/2008/01/getting-the-interview-phone-screen-right.html
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http://photo-dictionary.com/phrase/436/envelope.html
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http://www.macworld.com/product/587530/apple_iphone_4_bumper.html
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http://preacherontheplaza.wordpress.com/tag/texting/
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http://www.envelopescompany.com/
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http://www.problogger.net/archives/2011/02/17/5-sales-email-myths-that-are-costing-you-money/
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http://www.hubspot.com/facebook-for-business-marketing-hub/
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http://blog.nathanbransford.com/2011/05/how-to-use-twitter-reply.html
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http://www.iheartchaos.com/post/19296928848/aol-instant-messenger-developer-team-laid-off-rip-aim
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http://finance.fortune.cnn.com/2011/05/10/yes-microsoft-is-buying-skype/
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http://www.kickstarter.com/projects/lizmooney/once-upon-a-time-a-photographers-fairytales?ref=category
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http://www.thecanadianencyclopedia.com/articles/theatre-passe-muraille
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Lion King: http://www.nytours.us/?event=offer.detail&offerId=1309
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Book of Mormon: http://www.theatermania.com/broadway/shows/