CH12_Case_Study_Drake_Clifton (1)
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Communications
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Apr 3, 2024
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Creating Habitual Playgoers
Social media played a large role in the success of Hamilton’s
public reception. As such, it can be heavily used to advertise other plays as well. The ability to readily provide information such as schedule and venue are critical to securing customers. Additionally, the platform allows Broadway to leverage their most valuable asset: their actors. The formula used for Hamilton
can easily be applied to other plays. Just in sales, a celebrity endorsement nets, on average, a 4% increase to revenues (Olenski, 2022). This endorsement from the actors participating in the given play can build trust in quality and encourage a purchase.
Challenges
One challenge that stands out is also within the endorsements themselves. Not all Broadway actors are well known unlike other celebrities in movies or TV shows. While Broadway had much success with targeting social media through Hamilton, this is a new endeavor and not all plays will necessarily benefit as readily. This can be remedied with heavier social media presence, but it would take longer to garner trust other actors may already have.
Other Options?
Another effective strategy would be to utilize merchandise and other collectibles. By producing easily recognizable and memorable trinkets, customers can more easily link them back to the source material (Boorer, 2022). This is effective in both generating excitement as well as allowing customers to reminisce positively post-purchase. New markets could provide another method of appeal. Community theaters tend to be much smaller but could be a valuable venue for a stop on a tour to generate goodwill
and local appeal (Heisey, 2021). A combination of these additional strategies could leverage Broadway assets to best reach the populace.
References
Boorer, M. (2022, August 2). Top 7 benefits of using promotional merchandise to market your brand
. Blog: Promotional Items, Marketing, Branding and Products. https://www.promotionproducts.com.au/blog/benefits-of-using-promotional-merchandise/
Heisey, A. (2021, December 8). Five Ways Community Theatre leaves a lasting impact
. The Players Centre. https://theplayers.org/five-ways-community-theatre-leaves-a-lasting-
impact/
Olenski, S. (2022, October 12). How brands should use celebrities for endorsements
. Forbes. https://www.forbes.com/sites/steveolenski/2016/07/20/how-brands-should-use-celebrities-
for-endorsements/?sh=15c251cb5593
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