1.  Interactive Marketing and the Broadway Experience Olivia Pasquinelli

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

3.  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

4. Changing Environment

5.  Butterball Turkey Talk-Line Commercial Business

6.  Mayhem Commercial Business

7.  Allstate  Axe  Old Spice Commercial Business

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

9.  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

10.  Theatre Passe Muraille 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 The Arts – Examples

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

12.  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

13.  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

14.  Age and Income Smart Phone Link

15. Internet Link

16.  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

17.  “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

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

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.  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

24.  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

25. “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

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

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