 Interactive Marketing and the Broadway Experience Olivia Pasquinelli

 Then  Phone  Mail  Now  Calling  Texting  Mail   Facebook  Twitter  Online Messaging  Skype Interaction

 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 Interactive Marketing

Changing Environment

 Butterball Turkey Talk-Line Commercial Business

 Mayhem Commercial Business

 Allstate  Axe  Old Spice Commercial Business

 The Audience  Successful in Commercial Business  Trends moving in Broadway’s Favor Why Broadway?

 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 The Arts – Community

 Theatre Passe Muraille in Toronto – Buzz Festival  Tri-annual  Minutes of a Work in Progress  Audience Feedback  Behind the Scenes Look  Creates Buzz – Sells Out Shows The Arts – Examples

 Share Aspects with Umbrella of “Arts”  Audience  Budget  Artistic Competition 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? Broadway Audience

 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 Demographics

 Age and Income Smart Phone Link

Internet Link

 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 Budget

 “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 Artistic Competition

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

 Facebook  Twitter  Youtube.com Channel  Pinterest  Instagram Basic Interaction

Facebook

Facebook Interactivity

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

 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 Beginning – Examples

 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 The Disconnect

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

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

             Lion King:  Book of Mormon: Photos (sources)