How will Broadway expand it's wings into the highly lucrative 25-35 year market of young urban professionals? The answer is proving to be not that simple.
Advertising to this market on a typical Broadway budget is not a feasible option to expect a real impact on sales. I would assume securing feature placements in the press in a non 'this-is-a-theater-piece-change-the-page' way is a difficult task. And, promotions, while they can build awareness... really aren't there to drive sales.
At the end of the day, I think it's fair to say that "theater" as a form of entertainment really isn't on the radar of the 25-35 year old market.
As many of you know, we have been reaching out to this market through our 'Situation List'. It's simply a list of influential NY based bloggers which we invite in to see shows with the hopes that they write about them.
Well, we offer FREE tickets for the BEST seats in the house for a range of performances to these writers and sometimes only get 20% of them taking us up on the offer.
If you can't give away house seats for a performance that they can select... you know there is a serious disconnect.
We came across this article of how Dodge took to the web to try and reach this demographic. Two things to notice:
1) They created a product that specifically addresses the need of the 25-35 year old market.
2) They didn't just use advertising - they used branded content as a driving force in their campaign.
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