Drama – Marketing and promotion | e-Consult
Marketing and promotion (1 questions)
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The theatre company faces the challenge of attracting a young adult audience with a limited budget. Here's a breakdown of how they could utilize the 4Ps:
Product:
- Plays Selection: Choose plays that resonate with young adults – contemporary themes, relevant social issues, popular authors. Consider new writing or adaptations of popular stories.
- Performance Style: Offer engaging and dynamic performances. This could include incorporating multimedia, interactive elements, or unconventional staging.
- Special Events: Organize post-show discussions, Q&As with actors, or themed events to enhance the audience experience.
Price:
- Discounted Tickets: Offer student discounts, early bird specials, and group rates to make tickets more affordable.
- Pay-What-You-Can Nights: Introduce occasional 'pay-what-you-can' nights to broaden accessibility.
- Membership Options: Create a membership scheme with benefits like discounted tickets and exclusive previews.
Place:
- Location: Choose a location that is easily accessible to the target audience – near universities, student housing, or transport hubs.
- Online Ticketing: Utilize a user-friendly online ticketing platform with mobile accessibility.
- Partnerships: Collaborate with local cafes, bars, or community spaces to promote the theatre and offer ticket sales.
Promotion:
- Social Media Marketing: Actively engage on platforms like Instagram, TikTok, and Facebook with visually appealing content, behind-the-scenes glimpses, and interactive polls.
- Influencer Marketing: Partner with relevant student influencers or theatre bloggers to promote the shows.
- Local Advertising: Utilize posters, flyers, and local media (student newspapers, radio) to raise awareness.
- Public Relations: Send press releases to local media outlets and invite critics to reviews.
By carefully considering each of the 4Ps and tailoring them to the specific needs and preferences of their target audience, the theatre company can maximize its impact and achieve success, even with a limited budget.