Marketing For Performing Arts- Evaluation
1-What was your item of publicity?
My Item of Publicity was to produce a Promotional video, or which I made a Teaser video which was lighthearted and comedic which was released first and the trailer which was more formal and was released after on the 10th June.
Teaser: 806 Views
Trailer: 807 Views
2-Give your ticket sale information and discuss which performances were more popular than others and possible reasons why.
Tuesday 21st June- 7:30PM- Tickets Sold=128
Wednesday 22nd June- 2:00PM- Tickets Sold=39
Wednesday 22nd June- 7:30PM- Tickets Sold- 135
The Night performances were evidently more popular than the matinee and I think that is because, most people work in the day so the evening is more suitable and because, we could only reach our to school year 10 and 11 it meant that we couldn’t get many schools to come to the matinee. I think some of the reasons why we didn’t sell many seats for the matinee was because, we didn’t contact the schools with enough notice and we didn’t email all of them with the tutor we wanted to contact direct email address. As well because, we had to target years 10 up most of them have GCSE exams when the performances are so that will have been the schools main priority. I think the reason why we didn’t get as many tickets sold for the evening was because, it is on a school night so adults might not have been able to get baby sitters and because, it is before most peoples pay day most people might not have had the money.
3- Compare the data from both productions and give reasoning for the outcome. Could it be the differences in marketing strategy or is it the production target audience?
Play cast ticket sales-
Thursday 23rd June 7:30PM-Tickets Sold-76
Friday 24th June 2:30PM-Tickets Sold-54
Friday 25th June 7:30PM- Tickets Sold- 99
I think that the reason why we sold more tickets than the Play cast for the evening shows was because, we organised a lot more marketing events than the play cast for example, we did the event at the supper kitchen, we sung at the Arts festival and we bag packed at Morrison's. I also, think that because, we produced more content for our social media platforms for example the teaser, trailer and cast interviews etc.. and because, they were more active I think that meant that we got our name heard more and I think that helped with selling the tickets. I think that because, Rent has such a cult following I think it will have attracted them and also, because, be made many relationships with other organisations such as the arts festival, LGBT and Chesterfield Pride it meant that they helped use promote the show as well. We also, worked very hard to get onto two radio stations and in two news papers and magazines which was due to use working hard as a marketing team to get them booked and that mean that our show got heard.I think the reason that their show was more popular on the Matinee performance was because, the target audience for OMTG was lower and was suitable for younger ages so they could reach out to more schools, the ticket prices were also cheaper so more students might have bought tickets for their show over ours because, they got cheaper tickets.
4- What elements of your strategy worked well. Explain fully and give reasoning as to why
I think that the Facebook page was very effective and got 133 likes on the page as well as the promotional videos (Trailer- 807 and Teaser- 806 views) and cast interviews and this was because, the videos got a lot of views which meant that a lot of people saw them . I think that the marketing events we did were very successful for example the arts festival and Bag packing was good because, we were talking to the public and targeting the right audience. I think that we made lots of relationships with other organisations such as elastic FM, Spire Radio, S40 Magazine, Derbyshire Times, LGBT, Morrison's etc... and I think these help use with marketing our show and selling tickets, it meant that because, we were helping to promotion or raise money for their organisation that they would promote our shows and this meant it got our name across to a wider audience.I think the flyers and posters were a good idea and we used all 5000 flyers and 95 posters, however I think this was more effective when were were handing them out directly to the public like when we did bag packing because, we could explain what the show is about and give them more of an insight into who we are and what we are promoting because, it isn’t very well known I think this is when it was more successful.
5- What went less well? Give full reasoning and description
The Instagram page didn’t work that well as I think I wasn’t as active as the Facebook page and more people use Facebook, so maybe to improve this if we were to do it again we could have linked the Instagram page to our Facebook page so that every time we posted something on Instagram it would post it on Facebook too. However I think the Supper kitchen was successful however, I don’t think it was really our target audience as most of the people there didn’t have the money or the children were too young to watch it. I think that the communication and getting schools to come to the Matinee could have been better I think we should have contacted the schools sooner and found direct emails to the tutors we needed to contact so we would get a direct response. I think we could have promoted our show better to the students at college for example we only really flyered around our side of college and we said we would do a flash mob in the Refectory which we didn’t do which might have got us more tickets sold for the Matinee. I think maybe the show would have sold more tickets if it would have been on a Friday night,Friday Matinee and Saturday night as more people wouldn’t have been working. I think the footage that Elastic FM could have been better and that was due to use not giving it a 110% and not being prepared, so I think if the footage was better the advertisement we got with them would have been more successful.
6-Give ways in which you would improve or change your strategy
To improve our strategy I would have changed the dates for the performance to Friday-2:00PM Friday-7:30PM and Saturday- 7:30PM, this way I think that we would sell more tickets because, most people don’t want to take their kids out on a school night and most people would have work the next day so I feel that these dates would have been more successful.I think I would be better to have had the show just after pay day so people have more money because, it is just before most peoples pay day so many people might not have bought tickets because, they haven’t been payed yet. I would have thought more about ways in which we could promote the show to schools and I would have made sure that the school packs were sent out sooner and that we contacted the schools sooner and got direct emails to the school teachers that were wanted to target (e.g drama teacher), as I feel we would have got more schools to come if we would have let them know about the event sooner and also, if we contacted them directly and not just email the admin because. then the email would more than likely just get tossed aside and not read. I think to get more schools to come to the matinee I think it would have been better if the performance was after the GCSE exams have finished as the age group we are targeting are year 10 up so they will be taking exams, so I feel that having it after would have meant we would have got more schools to come. If some of the students come on the Matinee because, their exams would have finished they would be able to go to the evening performance instead. I would have flyered around more of the college like in the hair and beauty reception where they get clients coming in all the time. And I would have organised events like a flash mob in the Refectory. I would have contacted radio stations, magazines, newspapers early so that we could have got in more magazines/ newspapers as we missed most of them such as radio stations Peak FM which would have been a good opportunity for marketing because, they have a big audience and magazines such as Twist and Reflections. I think we should have done more flying targeting our target audience for example, flyering after performances at the Pomegranate Theatre would have been good as we could give out flyers as well as telling people about our show.