The Wharton Center
Presented By
The Marketing Mix
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
The Wharton Center
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
The Turtle Island String Quartet
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]
Royal Philharmonic
Orchestra
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
Alvin Ailey American Dance
Theater
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
Thank You!
The Marketing Mix