IGCSE Drama 0411

Topic: Marketing and Promotion

Objective: Marketing Principles: Aims, Market Research, Target Markets

This section explores the fundamental principles of marketing, focusing on the aims of marketing, the importance of market research, and the process of identifying and understanding target markets. Understanding these concepts is crucial for any theatre company or production aiming to reach an audience.

1. Aims of Marketing

Marketing is not just about selling; it's about understanding and satisfying customer needs. The primary aims of marketing for a theatre production or company include:

• Awareness: Making potential audiences aware of the production or company.
• Interest: Generating interest in the production through compelling information and marketing materials.
• Desire: Creating a desire to see the production by highlighting its unique selling points and benefits.
• Action: Encouraging the audience to take action, such as purchasing tickets.
• Loyalty: Building long-term relationships with audiences to encourage repeat visits.

2. Market Research

Market research is the process of gathering information about potential audiences, competitors, and the overall market. It helps theatre companies make informed decisions about their productions and marketing strategies. Key aspects of market research include:

• Identifying the Audience: Who are the potential viewers? What are their demographics (age, location, income)? What are their interests?
• Analyzing Competitors: What other entertainment options are available in the area? What are their strengths and weaknesses? How do they market their products?
• Gathering Data: This can be done through various methods:
  • Surveys: Questionnaires distributed to potential audiences.
  • Focus Groups: Discussions with small groups of people to gather in-depth feedback.
  • Online Analytics: Tracking website traffic and social media engagement.
  • Box Office Data: Analyzing past ticket sales to identify trends.

3. Target Markets

A target market is a specific group of people that a theatre company aims to reach with its marketing efforts. Identifying the right target market is essential for effective marketing. Common target market segments for theatre productions include:

Segment	Description	Marketing Approach
Families	Parents with children, looking for entertainment.	Family-friendly productions, discounted tickets, special family packages, advertising in family-oriented publications.
Students	School and university students, often budget-conscious.	Student discounts, promotional partnerships with schools, social media marketing, affordable ticket prices.
Tourists	Visitors to the area, seeking cultural experiences.	Advertising in tourist guides, partnerships with hotels and visitor centres, highlighting the production's unique appeal.
Culture Enthusiasts	Individuals with a strong interest in the arts and theatre.	Detailed production information, reviews, pre-show talks, exclusive previews.

The choice of target market will depend on the nature of the production (e.g., a children's play will have a different target market than a serious drama) and the company's overall marketing objectives.

By understanding the aims of marketing, conducting thorough market research, and identifying specific target markets, theatre companies can develop effective marketing strategies to ensure their productions reach the right audiences and achieve their desired outcomes.