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2/25
Overview
• The Wharton Center– Raise Awareness– Incentivize– Customer Retention– Know your competition
• Turtle Island String Quartet • The 25th Annual Putnam County
Spelling Bee • Royal Philharmonic Orchestra• Alvin Ailey American Dance Theater
4/25
Raise Awareness
• Student Discount Awareness– Where to Advertise
•Post Cards•Stand ups in cafeterias•Book Stores•Restaurants
– How to Advertise•Focus on the exceptional
existing value•Show discounted savings
through comparison
5/25
Raise Awareness• Student Discount
Advertising– Features and Pricing
• Quick and easy order process• Good quality printing• Highly competitive pricing• 5000 4x6 Postcards ($95) (Air
shipping under $100)
– Benefits and Suggested Use• Cheap easy way to issue
scheduled dates to students• Residence Halls• Book store bag stuffers• Ticket office giveaways
RushFlyers.comRushFlyers.com
6/25
Raise Awareness• Hook Students Early
– Prime time to host student-targeted shows• By bringing students into the Wharton Center early in
the year, they will be more likely to come back– Spartan Spirit
• Event at the Breslin Center to show Spartan Spirit and teach incoming freshman the fight song/MSU Cheers.
• Sparty, MSU Marching Band, student athletes, and many more community members attend this event.
– Sparticipation• 600+ student organizations attend to bring
awareness to any student that may be interested in getting involved
– Ufest• Activities hosted by UAB events at the Student
Union
7/25
Raise Awareness
• Discussion Forum– Forums can enhance the experience
while on the internet– Potential show attendees would have
the ability to view what other people experienced in a previous show
– Customers can stay up-to-date and informed on current events at the Wharton Center
8/25
Raise Awareness• Be Searchable
– Other venues state that their number one source of customers is on the internet
– Embrace your website as a means of marketing, advertising, information and sales
• When searching for “wharton” on google.com, you are the seventh natural listing
• Consider purchasing “wharton” as a paid search term• Make your site more Google-friendly (also consider using
Yahoo’s tools for Search Engine Optimization)– https://www.google.com/webmasters/tools/docs/en/about.html
– Utilize TicketMaster for all show ticket-sales• Other ticket sales sites include
– Tickets.com– Stubhub.com– Ticketsnow.com
9/25
Raise Awareness
• Calendar– Distribute to local communities– List dates & show times of all
performances– Can distribute for the calendar year
(2008) or in six month increments * Keeps the schedule up-to-date
10/25
Sun Mon Tue Wed Thu Fri Sat
1
Home for the Holidays @ 8 p.m.
2 3 4 5 6 7 8Monty Python’s SPAMALOT @ 7:30p.m.First Day of Hanukkah at Sundown
Monty Python’s SPAMALOT @ 7:30p.m.
Monty Python’s SPAMALOT @ 7:30p.m.
Monty Python’s SPAMALOT @ 8:00p.m.
Monty Python’s SPAMALOT @ 2:00p.m. & 8:00p.m.Turtle Island String Quartet @ 8:00p.m.
9 10 11 12 13 14 15Monty Python’s SPAMALOT @ 1:00p.m. & 6:30p.m.
16 17 18 19 20 21 22Kenny G Holiday Tour @ 7:30p.m.
23 24 25 26 27 28 29Christmas
30 31New Year's Eve
DECEMBER 2007
11/25
Incentivize• Group Fundraisers
– Student groups and other organizations are always interested in fundraisers
– Utilize these organizations to do recruiting for your shows
– Offer them a pre-determined dollar amount per ticket sold
– Specify that the group must sell a minimum number of tickets
– This will benefit both you and the student group by bringing in extra business and money
12/25
Incentivize
• “Why Wharton” Campaign– Many students and community members
are unaware of the prestige of The Wharton Center
– Advertise national rankings of your venue and other prestigious statistics
– Create a campaign to compare seeing a Broadway show in New York to seeing one at Wharton•Ticket Price•Accommodations•Transportation
13/25
Customer Retention• “It costs less to retain a customer than to acquire
a new one”• Track who your customers are and what shows
they have attended– You will gain customer loyalty if you can contact your
customer at a later date and know what show they came to see
• Utilize Amazon’s strategy of offering other products that the customer might like– When a customer views a show online, provide links to
other shows that they could also consider– This will provide them with options that they may have
not realized suited their taste
14/25
Marketability and Efficiency
Target Markets• Establish a Target
Market for each individual show
• Markets will vary substantially between shows
• Cater to patrons on an individual level
Maximize Potential• Capitalize on
contacts with prior clientele
• Use your internet resources
• Increase the exposure of the Website through advertising
16/25
Target Market
• Jewish Communities– Shabbat
•150+ students attend weekly Shabbat services
– Kesher•Union for reform Judaism’s college
movement•Reform services are on Friday evenings•Ricky Kamil: [email protected]•Keith Schonberger: [email protected]
17/25
Target Market, cont…• Koach
– Conservative movement college program– Current programs:
• Sushi in the Sukkah• Passover Chocolate Sedar
– Services are also on Friday evenings– Ilana Ostro: [email protected]
• Jewish Student Union– Ricky Kamil: [email protected]– Abbey Askotzky: [email protected]
• Jewish Business Association– Ryan Landau: [email protected]
• Jews in Greek Life– Aaron Schare: [email protected]
18/25
Target Market, cont…
• Jewish Women’s Forum– Hilary Greenberg: – [email protected]
• Mishpocha (LBGTA)– Danny Herriges– [email protected]
• Spartans for Israel– Eric Dropkin– [email protected]
19/25
Target Market, cont…
• Other Cultural Groups on Campus– MRULE (Multi-Racial Unity Living
Experience)•C-240 Holden Hall•517-353-9260
– The Multi-Racial Identity Experience•www.msu.edu/~themix• [email protected]
– Spartan Soul•www.msu.edu/~soul1997•[email protected]
21/25
Retirement/Nursing Home Volunteer Experience
• Volunteer to plan an evening program for a home, serving dinner and playing sample music by the Royal Philharmonic Orchestra
• Sell tickets at the event• Designate a group of students to greet them at
their arrival and show them to their seats• Interested Residencies:
– Delta Retirement Center(517) 323-6976Ask for Nancy
– Brookdale Senior Living(517) 327-5566Ask for Madeline
– Grandhaven Living Center(517) 485-5966Ask for Paul, Food Director
23/25
Target Market• Dance
– MSU Dance Team: 248 Jenison Field HouseEast Lansing, MI 48824Phone: (517) 432-7499
– Platinum Dance Academy 1770 E. Grand RiverEast Lansing MI 48823(517) 712-5887
– Ann’s School of Dance3320 E Lake Lansing RdEast Lansing MI 48823(517) 333-1899
– Studio De Danse1306 Michigan AveEast Lansing MI 48823(517) 333-4430
• High Schools– East Lansing High
School Dance Team509 Burcham DrEast Lansing, MI 48823(517) 333-7500
– Okemos High School2800 Jolly RdOkemos, MI 48864(517) 351-7900
– Eastern High School220 N Pennsylvania AveLansing, MI (517) 325-6500
24/25
Target Market• High Schools, cont…
– Everett High School3900 Stabler StLansing, MI(517) 325-6600
– Lansing Christian Secondary School3405 Belle Chase WayLansing, MI(517) 882-5779
– Lansing Catholic High School501 Marshall StreetLansing, MI 48912(517) 267-2100
• Sororities– Alpha Chi Omega
243 Burcham Dr– Delta Gamma
360 N Harrison– Kappa Alpha Theta
303 Oakhill– Kappa Kappa Gamma
605 MAC– Sigma Delta Tau
639 MAC– Zeta Tau Alpha
639 MAC– Alpha Omicron Pi
333 Charles St
25/25
Target Market• Sororities,
cont…– Chi Omega
229 Burcham– Gamma Phi Beta
258 Michigan Ave– Kappa Delta
528 MAC– Pi Beta Phi
343 N. Harrison– Sigma Kappa
518 MAC