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D O W N S TA G E F R O M O L D ‘ N ’ G R E Y TO
YOUNG AND SPUNKY
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Executive S u. m m a r y
Downstage Theatre is New Zealand's longest running professional theatre
(downstagetheatre.blogspot.com) who are dedicated to “presenting contemporary New Zealand
theatre making in all its facets”. Downstage is providing a service that meets the consumer need for
arts entertainment in the Wellington Central Business District. Downstage’s relevant market is the
market for theatre entertainment in the Wellington CBD because this where most of Downstage’s
competition comes from. The market for theatre in the Wellington CBD consists of four main
competitors: Downstage, BATS, Circa and The St James and The Opera House.
This paper includes diversification for audience strategy for Downstage using the RAND models
applied to the Young Pleasure seekers. With the findings in this group report, this more in depth
individual report include recommendations for Young Please Seekers that Downstage should target.
The findings from the market segment analysis finds that Young pleasure seekers (YPS) are a
“sporadic” audience, (13.5% of wellington) they are young and primarily living for today, with little
opinion on social and political issues, and an emphasis on hedonic consumption. Evenings out are an
important part of their lifestyle. With members of the group ranging from young teenagers up to the
Barry Jensen ID: 300163577
mid-40s, this includes a lot of students. Pleasure Seekers like advertising; as a result they are open to
many mediums of marketing. Prices are not of particular importance and they are a segment that
place great importance on timeliness.
Using the Ansoff model from the group report it is identified that market penetration and product
expansion strategies would be useful for Downstage to develop their existing market. The RAND
strategy suggested for the Young Pleasure Seekers it is to diversify (relevant factor being
‘perceptual’).
With the target segment in mind, the product, place, price, and promotion are discussed
and recommendations are drawn out of this analysis: A pricing structure developed to
hold YPS closer.
programming at the Downstage Theatre needs to be of high quality, edgy, and
contemporary
Downstage should use a two phase promotion focused to combat or enforce perceptions.
Using technology such as mobile marketing and “Twitter”.
Well briefed staff by management.
Refurbish the building appearance.
Having the doors open to make it more inviting.
State where it would be appropriate for customers to park.
Downstage should consider offering a courtesy coach.
Downstage should use customer referrals and “night out” packages.
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Table of.. Contents
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1. ..
Executive summary
2. Table of contents
3. Introduction
4. Prioritised key recommendations
5. Findings and discussion (the target market)
6. Target market continued
7. The product & place
8. Product & place continued
9. The pricing
10. The promotion
11. Promotion continued
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12. Conclusion
13. References
14. Appendices A
15. Appendices A continued
16. Appendices A continued
17. Appendices A continued
18. Appendices B
19. Appendices B continued
20. Appendices C
21. Appendices C continued
22. Appendices D
23. Appendices D continued
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Introduction ..
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Marketing the arts is about brand, it is about making people know and understand that you are
worth going to see, not just for educational value but for emotional and social entertainment needs.
The performing art is about passion; downstages marketing campaign needs to reflect youth,
professionalism and sociality. The advantage to theatre is that the people doing it are up close and
personal, it’s not something you can download. This assignment looks at the Young Pleasure Seekers
as a segment and provides findings and discussion with recommendations. It contains a timeline and
budget for promotions.
Downstage should use a two phase promotion focused to combat or enforce perceptions.
YPS reflect many of the characteristics of the much talked about generation X. They are young
Barry Jensen ID: 300163577
and primarily living for today with few opinions on social and political issues and an emphasis on
hedonic consumption. The YPS...is New Zealand’s version of generation X; express few opinions
regarding social issues and exhibit high levels of materialism and consumption. They indicate ... that
money can buy happiness. Financially; this group ... don’t mind using credit cards and being in debt.
The print media consumed varied. They watch TV frequently, radio and music consumption is high
mostly in the pop/rock genre. They are technology savvy and use internet for purchases. They avoid
public transport, would rather walk, and usually live in close proximity. They are either single or
living with a partner, often in apartments with some three other income earners, they work full time
in clerical or skilled positions or study. They often attend movies, theatre, and ballet. They like
brands and personal attention in shops and try to be innovative when introducing new brands and
products to their friends. Distinctly more than average they like to share information about products
with friends. [ CITATION Kla04 \l 5129 ]
These characteristic validate this segment. However perceptual barriers hinder participation. This
leads us to ask why YPS is not present at Downstage. Hence the relationship to audience strategy is
fashioned into diversification under the RAND model as discussed in the group component of this
report.
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Table 1: Rand Model.. (Lecture Content, 2010)
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Table 1 highlights important elements of the RAND model. It tells us that this segments barrier to
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attending and participating in the arts are fundamental perceptual issues. This is reflected in the
survey done in class as some words used to describe Downstage are: accessible, weird, different, lost,
mid-range (average), personal, older target market, small, and has an unappealing outside.
Downstage should use promotional material to combat or enforce these perceptions.
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The Product & ..Place:
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Downstage provides a core product of entertainment through the actual product of Theatre.
Young pleasure seekers are open to Art; thus Theatre will appeal to them. For the purpose of this
report the actual product will be the show Wannabe at the Downstage theatre.
Refurbishing the building appearance will modernise the building countering the old-fashion
perception thus increasing product conspicuousness.
The programming at the Downstage Theatre needs to be of high quality, edgy, and contemporary in
order to appeal to the YPS
social needs
In reference to the image above: YPS often use art as a social needs satisfier. They are not totally
concerned with product quality, as stated in Appendix A, and however, for this report I will assume
this trait will be altered. For an individual to enjoy theatre it needs to be professionally executed. The
product needs to be high in surface value. YPS don’t embrace political and social issues so the
product cannot assume knowledge in that field.
Evenings out are an important part of their lifestyle so the product must reflect this in its
timeliness.
The place that the product is offered and displayed needs to be considered in the augmented
product. In reference to the flowchart (in Appendix B) the entire experience from information-search
to leaving needs to have a synergetic effect towards satisfying that desired state deficit; which is the
difference between actual-state and desired-state.
When an YPS purchases a beverage from the bar the staff must add positively to the product;
through attitude and possible small talk encouraged about the show by management. Staff should
have a good idea about the shows and be ready to answer question concerning it.
YPS often walk so close proximity of the place is paramount. However as discovered in the class
survey, there are perceptions of the old building that hinder curiosity. Having the doors open will
make it more inviting to walkers.
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.. on the corner of Courtney Place and Kent Terrace, close to the wide range
Downstage is located
.. on Courtney place and Cuba Street. Five of these restaurants offer discounts
of restaurants and bars
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and special offers for customers who have Downstage tickets. This provides the opportunity of
customer referrals, or “night out” tickets.
Downstage doesn’t currently have a car park, nor do they recommend a parking. Thus a simple
recommendation would be: state where it would be appropriate for customers to park on all
information displays.
YPS are technology savvy. Downstage could take advantage of this using technology such as
mobile marketing and “Twitter”. It’s a cheap, effective, and instantaneous enough to take bookings
through.
Within this augmented product; the Downstage is considered to be small, advertisement of its
size and inclusive bar will prevent this perception.
Downstage should consider if it’s financially viable to offer a courtesy coach; as sober YPS may
not mind walking, once intoxicated they may not wish to walk home and this can be a barrier to
attendance.
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The Pricing: ..
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In Appendix C .the perception of Downstage’s augmented product is reflected in price, customers
expect to pay $20. The perceived the quality is slightly higher than average of 3/5.
Downstage needs to lift people’s perceptions and expectations of price, so that they would be
more willing to pay the average price of $37.00.
Circa is perceived to be of the same quality, but with slightly more mainstream programming
(4/5 compared to 3/5). Its average price is lower at $31.00. (appendix c) This causes a deficit in
perceived value gained between Circa and Downstage; resulting in circa doing downstages job better
than them.
Downstage must be competitive; it needs to set its price according to its perceived value.
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The Promotions: ..
For promotional ..
material advantages and
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disadvantages refer to appendix D
YPS reflect many of the characteristics of the much talked about generation X. the active "family
values" people have not emerged as a separate group this time, but some of their identifying
characteristics are evident. They are young and primarily living for today with few opinions on social
and political issues and an emphasis on hedonic consumption. The YPS...is New Zealand’s version
of generation x; express few opinions regarding social issues and exhibit high levels of materialism
and consumption. They indicate that they would be happier if they could afford more expressing
relative agreement that money can buy happiness. Members of this group are more likely to have
purchased something to make them feel better... financially; this group is more likely to have rent-to-
Barry Jensen ID: 300163577
own purchases, don’t mind using credit cards. The print media consumed varied. They watch TV
frequently, radio and music consumption is high. They are technology savvy and use internet for
purchases. They avoid public transport as it waists time, and would rather walk as it saves time and
because they usually live close. They are either single or living with a partner, often in apartments
with some three other income earners, they work full time in clerical or skilled positions or study.
They are likely to have listened to pop/rock music than other genres. They often attend movies,
theatre, and ballet. They like brands and personal attention in shops and try to be innovative when
introducing new brands and products to their friends. Distinctly more than average they like to share
information about products with friends.
The CORE product is NOT the tangible, physical product. You can't touch it. That's because the
core product is the BENEFIT of the product that makes it valuable to you
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.. is the tangible, physical product. You can get some use out of it.
The ACTUAL product
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The AUGMENTED product is the non-physical part of the product. It usually consists of added
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value, for which you may or may not pay a premium.
At each of these stages the consumer considers questions and alternatives; the biggest challenge
in theatre in general is to be present within the evoked set. Marketers needs to create a “push and
pull demand” for theatre.
Once the consumer chooses Downstage as the supplier, they enter into the following service flow
chart:
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Table.. 2
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find out whats on
is there transport
once arrived is there is there staff to is the show of is there space to do
provided, is it easy
is the ticketing place to park etc help in this process expected quality so, as well as a bar
to locate is there area to
system asteticly
hang coats,
pleasing is it online greating and
obvious
is the information information areas
applicable to the
audience member are the actors
is this information someone to take are the staff friendly is there enteraction
proffesional and
avaliable ticket and jacket and effective with the peformers
prepared
database system
promotions
preperation and database system
staff is friendly and
respectable
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acceptable and
execution appropriate
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APPENDIX C ..
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Circa prices:
Adults$38
Students, senior citizens and beneficiaries$30
Friends of Circa (for first two weeks of production only) $28
Under 25s$20
Student/Equity stand-by (one hour before the show) $18
Groups: 6+$32Groups 100+$29
YHA and BBH card holders (Sunday to Thursday) $20
Average $31
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Downstage prices:
Full A Reserve: $45
Full B Reserve: $40
Concession: $38
Members: $37
Students: $25
Family: $120 (2 Adults, 2 Children)
Soundstage – all tickets $35
Average $37
Bats prices:
Radio Pros and Cons: Clutter, Fleeting Message, Audio Only, Low Attention Getting, Local
Coverage, Low Cost, High Frequency, Flexible, Low Production Cost, Well-segmented
Audience, Low Attention Getting, Clutter, Audio Only, Well-segmented Audience, Low Production
Cost, Flexible, High Frequency, Low Cost, Local Coverage.
Magazine Pros and Cons: Visual Only, Long Lead Time for Ad Placement ,Lack of
Flexibility, Segmentation Potential, Quality Reproduction, High Information Content, Longevity,
Multiple Readers.
Poster/ Flyer Pros and Cons: Short Ads Local Restrictions Sort Exposure Time Poor
Image Location Specific High Repetition Easily Noticed Poor Image Short Ads Sort Exposure
Time Easily Noticed High Repetition Location Specific.
Direct Mail Pros and Cons: Poor Image (Junk Mail) High Cost Per Contact Clutter High
Selectivity Reader Controls Exposure High Information Content Repeat Exposure
Opportunities Poor Image (Junk Mail) High Cost Per Contact Repeat Exposure Opportunities High
Information Content Reader Controls Exposure High Selectivity.
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