Putting on a Public Launch – Part 2: Pulling a Crowd
You can put on a phenomenal launch for your show (See yesterday’s Legally Blonde post), but you also need to draw in a huge crowd in order to increase the volume of free promotion from the attendees. While you might be lucky and have a very responsive marketplace, there are a number of things that you can do to encourage the brand loyal customers and some new people to come along!
Strategy #1: Using all your assets
Every show will at least have a Facebook page and ideally the first port of call should be updating your brand loyal customers who have already made the choice to follow the page for updates. However, in the case of Legally Blonde: The Musical, only the incredibly loyal Melbourne customers will be following that page because up until this point the product has been out of reach for the average person who enjoys visiting the theatre.
Due to these issues, it is time to look at your other assets. Appearing at the press launch were the six main stars of Legally Blonde; Lucy Durack, Rob Mills, Erika Heynatz, David Harris, Helen Dallimore and Cameron Daddo. While these people have been located in different cities for the past year performing in the production, they have a rather large Melbourne fan base through either previous productions or television shows in which they have appeared. So get them to announce the event to all their followers on Twitter and Facebook if they liked one of the stars enough to search them out and subscribe to them on social media, they are probably going to like their performance in the production!
Strategy #2: Choosing your location
While it is great to target those brand loyal customers, it is also vital to get new customers on board. As a result, the choice of location is very important because, if it is in a busy place with passers-by who might be interested in engaging, then you might create some new brand loyal customers.
Legally Blonde gets a big tick for this aspect as they held the Melbourne launch in Chadstone Shopping Centre on a Saturday lunchtime in a location surrounded by high-end stores, such as David Jones, Myer, Armarni and Zara. In addition to the ability to draw in traffic from the busy arcade, the location was very clever because shoppers at these stores not only have a high disposable income which would allow them to spend $99.90 on a ticket but also have interests similar to the subject nature of the show.
Strategy #3: Promoting to the naïve
When I say naïve, I don’t mean that in a negative way. I just mean that they haven’t had much contact with the show or haven’t had the time to research the show and hence are in the dark about what is happening. This is not a difficult audience to attract if word can get out to them – the difficult part is getting their focus. As I mentioned in a previous post, you want to have a look at where these new audiences spend their time and the main companies that they deal with. Are any of these presenting partners? Then convince them to give a quick shout out to the event. For example, Fox FM and The Morning Show were recording the event so reach out to their fan bases.
Looking more generally at the population of Victoria, The Project’s Metro Whip on Friday night was doing a similar shout out to the Indian Bollywood Dance Festival this weekend at Federation Square. Am I wrong in thinking that at the end of that promo they could link in the opportunity to ‘shake your booty’ a little more at the Legally Blonde launch at Chadstone? (I have to credit a Rob Mills tweet for that one . . .)
Let me know if you think there are any other ways to boost your audience at a launch. Or if you think I have missed something in my suggestions – prove me wrong!