Clients Goals and Objectives, Challenges
To effectively reach multi-cultural audiences and affect ticket sales for performances of Global and Ethnic performers.
The Challenge: Many of the ethnic target audiences do not have dedicated traditional media such as newspapers, radio or TV and therefore cannot be reached through traditional marketing tactics.
Business/Marketing Strategy and Implementation
Created and implemented an integrated strategy of guerilla word-of-mouth marketing and social media. We developed in-language content and engaged members of target audience to help us develop relationships and authentically spread the word through personal and social networks.
Platforms Methodology and Approach
We sought out community enclaves, stakeholders and social communities for each unique target audience and engaged them in a dialog. We’ve organized special on and off-line events, distributed collateral, promoted exclusive ticket deals to on- and off-line communities and groups, and leveraged in-language creative and multi-media content across social platforms.
Outcome, Performance and Next Steps
Generated buzz and significantly affected ticket sales for ethnic events. Helped State Theatre develop new audiences and impact overall and repeat sales. Developed and strengthen State Theatre’s brand among target audiences. Developed unique integrated marketing methodology for ethnic and psychographic audiences.