Tue, October 23, 2007
We recently launched a multi-show campaign targeting tourists before they arrive in New York City. Across six shows, we saw overall sales of over $500k in the bank during the most difficult time of the year for shows to sell tickets. The point is not to pat ourselves on the back, but rather to dispel a common myth that Broadway can’t convert prospects into ticket buyers effectively before they arrive in NYC. We know that we can talk to consumers, but the bigger challenge is how to convert them. Let me stress the fact that it's not an easy task to do. But, we believe if you go where the ‘action’ is rather than simply the demographic profile you have a chance. In short, we believe our marketing goal is not trying to persuade tourists traveling to NYC to see a Broadway show - it's trying to persuade tourists traveling to NYC that say I WANT TO SEE A SHOW to pick ours. We’ve seen first hand that it’s clearly a more targeted, more achievable route to take and the Internet is a great place to do it.
Here's some interesting research that highlights consumer activity online for researching and purchasing their travel plans. According to the article, "two-thirds (66.9 percent) of respondents will conduct travel research as well as make an online travel transaction - and 33.1 percent will use the web solely as an information resource."
That's a lot of potential ticket buyers.
Read more research about online travel planning here.
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