A study to assess the promotional methods that are most influential on customers who visit UK theatres. A case study on the Bristol Hippodrome.
Cardiff Metropolitan University
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Theatre in Britain has played an important role in tradition and culture for centuries. Theatre marketing has traditionally existed in printed formats of brochures and posters but as technology has developed, the role of theatre marketing has simultaneously advanced, thus modern day theatre marketing has seen an increasing use of digital media as a tool for promotion. The aim of this study is to discover which promotional methods used by theatres are most influential on current patrons and whether non-attendance is due to poor promotion or other factors. To achieve this, the researcher has used the Bristol Hippodrome as a case study and has carried out primary research by interviewing attending patrons and non-attending Bristol residents. The researcher has investigated the different promotional techniques currently used by the Bristol Hippodrome and has evaluated the strengths and weakness of each. The results from the study showed that regardless of the advancement of digital marketing, participants are most influenced by traditional theatre marketing methods (such as brochures and word of mouth) and would still visit the Bristol Hippodrome if zero social media promotion were used. Furthermore, the majority of non-attendance was not due to factors relating to the promotional techniques used by the Bristol Hippodrome. From the results, the researcher has made recommendations for future promotion plans.
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