Strategic Marketing in Performing Arts

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Questions and Answers

What factor related to Perlman contributes to audience attendance?

The venue's historical significance

The cost of the tickets

The duration of the performances

Perlman's name as an enticement (correct)

What does the core product choice of a performance primarily relate to?

Artistic director's vision (correct)

Audience demographic analysis

Publicity and marketing strategies

Financial sponsorships

Which of the following statements best describes the programming selection process?

It focuses exclusively on increasing ticket sales.

It involves collaboration between the artistic and managing directors. (correct)

It is driven by financial gain over artistic value.

It solely reflects the community's artistic vision.

What dual aspect is important in designing a season for an arts organization?

Artistic exploration and audience satisfaction Signup and view all the answers

How does the nature of entertainment differ from art according to the content?

Entertainment prioritizes customer satisfaction as its core goal. Signup and view all the answers

What challenge does the artistic director face in programming?

Maintaining a balance between artistic integrity and audience expectations Signup and view all the answers

Why might some patrons choose to attend performances at Ravinia?

The unique ambience of summer picnicking Signup and view all the answers

Which best describes a characteristic of art based on the content provided?

Art is meant to challenge and provoke thought. Signup and view all the answers

What marketing strategy did Piccolo Teatro di Milano implement to enhance audience development?

A web-based marketing plan with an interactive website Signup and view all the answers

What unique feature did Piccolo Teatro introduce in 2009?

The first theater web.tv in Italy Signup and view all the answers

Which of the following is NOT part of Piccolo Teatro's web.tv offerings?

Live performance tickets sales Signup and view all the answers

How does Piccolo Teatro's web.tv contribute to the theater's mission?

By building accessibility and promoting interest Signup and view all the answers

What is emphasized about the nature of services provided by performing arts organizations?

Services are intangible and do not result in ownership Signup and view all the answers

What does the web-based marketing plan include for Piccolo Teatro?

An interactive website and multimedia archives Signup and view all the answers

What auxiliary benefit does Piccolo Teatro's web.tv provide beyond marketing?

Information and education for various publics Signup and view all the answers

Which audience is NOT specifically mentioned as a target for Piccolo Teatro's web.tv content?

Local government officials Signup and view all the answers

What strategy did Piccolo adopt to respond to the economic crisis?

Focusing on flexible season ticket options Signup and view all the answers

What type of system did Piccolo introduce to enhance customer interaction?

Customer relationship management (CRM) system Signup and view all the answers

How many tickets did Piccolo sell in the 2012-2013 season?

288,000 Signup and view all the answers

What proportion of the sold tickets came from groups and students?

Around half Signup and view all the answers

Which of the following educational activities is included in Piccolo's offerings for students?

Theater discipline workshops Signup and view all the answers

What was the significance of the 22,000 season tickets sold in Piccolo's history?

It represented the highest number of season tickets ever sold. Signup and view all the answers

What variety of performances did Piccolo stage in 2012?

Classical and contemporary drama, dance, music, and opera Signup and view all the answers

What is the primary challenge during the introduction stage of the product life cycle?

To build awareness of the organization and its product offerings Signup and view all the answers

What strategy is often emphasized during the growth stage of the product life cycle?

Developing patron loyalty and enhancing product features Signup and view all the answers

What aspect of technology did Piccolo focus on enhancing?

Web system development Signup and view all the answers

Which factor is NOT mentioned as an ongoing change affecting marketing and positioning strategies?

Stable economic conditions Signup and view all the answers

What might require an organization to adjust its marketing strategies?

A major internal change or life cycle stage shift Signup and view all the answers

What is a common promotional approach for new organizations in the introduction stage?

Public relations and low-cost promotions Signup and view all the answers

Which life cycle stage comes immediately after the introduction stage?

Growth Signup and view all the answers

What role does customer service play during the growth stage of an organization?

It becomes a greater focus to foster loyalty. Signup and view all the answers

In which situation might an organization undergo a change in marketing strategy?

When the audience shows decreased interest in the product Signup and view all the answers

What has caused many orchestra managers to reevaluate their organizations’ roles?

Declines in full-season subscriptions Signup and view all the answers

What alternative strategies have some organizations implemented to maintain audience size?

Mini-plans and single ticket sales Signup and view all the answers

According to the content, which approach is most likely to help arts organizations avoid decline?

Innovatively attracting new audiences Signup and view all the answers

What is indicated as a pervasive issue in the performing arts industry?

Erosion of full-season subscriptions Signup and view all the answers

What was the purpose of the PiccoloCard loyalty card?

To accumulate points for future purchases and provide discounts Signup and view all the answers

What mindset is suggested for arts managers to adapt effectively to changes?

Imagining broad and innovative changes Signup and view all the answers

How many PiccoloCard holders were there by July 2012?

50,000 holders Signup and view all the answers

What does the content suggest regarding the artistic integrity of organizations facing decline?

Artistic integrity can be maintained amidst changes Signup and view all the answers

What impact did moving 4,000 ticket sales from the Community site to the PiccoloCard site have?

Increased revenue due to full price ticket sales Signup and view all the answers

What often leads to a 'death knell' for an arts organization?

Inability to adapt to changes Signup and view all the answers

By how much did the average price of tickets increase from 2008 to 2011?

24 percent Signup and view all the answers

What potential benefit can arise from considering how artistic integrity relates to changes?

Avoidance of organizational decline Signup and view all the answers

What was the change in total online sales from 2008 to 2011?

Increased by 47.4 percent Signup and view all the answers

What was the role of the PiccoloCard site in relation to the Community channel?

It was developed to complement the Community channel Signup and view all the answers

What type of tickets primarily moved from the Community site to the PiccoloCard site?

Discounted tickets Signup and view all the answers

What was required from purchasers to use the PiccoloCard site?

Free registration Signup and view all the answers

Study Notes

Using Strategic Marketing to Define and Analyze the Product Offering

Performing arts organizations define their product not just by the performance, but the complete experience offered
Consumers seek products, services, and experiences that satisfy their desires and solve problems
Value is defined by the buyer, and how the product helps solve their problems
For audiences, the key aspects of a play are entertainment, aesthetics, intellect, emotion and/or social experience
Frequent attenders value the show itself most, infrequent attenders value the overall atmosphere and environment more
Different segments of audiences have different needs and desires
A first-time attendee experiences a performance differently from a repeat attendee
Customer tastes and interests change over time due to repeated experiences and changing generations
A total product concept includes not just the performance, but all offerings by the organization

Total Product Concept

The definition of the total product offered by an arts organization goes beyond the work on stage and includes all the organization's offerings
A product can be described in two levels

Core Product

The core product is what the target market is purchasing /consuming
Examples: a single musical piece, the entirety of a concert program, or a series of programs for an entire season
People value different aspects of the core product (e.g. musician's name, orchestra's quality, or the atmosphere)

Augmented Product

The augmented product consists of all the extra features and benefits created by marketers to enhance the consumption of the core product
Examples: subscription packages, ticket exchanges, pre/post show lectures/videos, blogs and social media interaction, educational programs, and special events

Services as Intangible Products

Performing arts organizations are in the service industry, thus, their product is intangible
Services can't be felt, heard, tasted or physically seen before being bought
Marketing for services must provide evidence of quality (e.g. big names, reputations, good reviews.)
The quality of a service (e.g. a performance) can vary depending on the provider and when it is provided
Services are perishable because they cannot be stored and can only be consumed when it's offered

Determining the Product Offering

Programming decisions need to balance artistic merit, organizational mission/competencies, constraints, and community needs
Programming can be thematic (e.g. "Romantic Music," "Sounds from Norway") or benefit the community (e.g. "New York Avant-Garde," focusing on specific eras/styles)

Managing Product Life Cycle Stages

Organizations need to adapt to changing consumer preferences, internal changes, and the product life cycle itself
Introduction stage: build awareness of the organization and its products using PR and low-cost promotion
Growth stage: focus on audience loyalty and add product features to increase value
Maturity stage: maintain audience, convert non-users, encourage frequent attendance, or improve the product

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Description

This quiz explores how performing arts organizations define their products by considering the entire experience offered, rather than just the performance itself. It examines the various factors that influence consumer perceptions and the importance of understanding audience segments in shaping their experiences and desires. Ideal for those interested in marketing strategies within the arts.