Using ‘Scandalous’ means to gain new consumers
Tony Awards Countdown: 5 days
Content hubs are an essential component of any brand’s makeup. Consumers must be able to find more information on a brand than is provided on their Facebook page or Twitter feed. And these hubs are ultra-important when they can be used by brands to gain a little more publicity, especially when you have an event like the Tony’s!
It is all very well in today’s society to think that your brand only needs a Facebook page or a Twitter feed ‘just to get its name out there’. HOWEVER, these social media sites actually contain very little easy to find, detailed information about the brand. To solve this problem, the social media accounts need to lead consumers to a place where their questions can be answered in a detailed and unbiased way.
While this idea works well for most industries, theatre is a bit different as the Broadway brand, for example, is made up of a number of other smaller brands. These smaller brands, the shows, all have their own content hubs where marketers spin their product to look like the best thing to hit Broadway since sliced bread.
This can be a little problematic for the consumer as they are well aware that the reviews they see on the page may not reflect the general opinion of the show. As a result, these consumers generally go to Google and hit upon a little website called Broadway.com. (Check it out, it has more information than you can imagine!)
This site acts as a major content hub for consumers looking at seeing a Broadway show as it compiles all the new information and developments about a show with a wide range of reviews and promotional photos and videos. And during an event like the Tony’s this hub’s importance grows exponentially.
Why, you may ask? Because it blurs the line between the usual non-interactive content hubs and the super-interactive social media sites providing the consumer with more involving campaigns which ultimately increase their ability to buy something!
If you are looking for an example, here goes.
This theatre season produced a show called Scandalous. It starred the tremendously talented Carolee Carmello and featured a score heavy with gospel – and seriously who doesn’t like a bit of gospel? But, alas, it didn’t turn out to have quite the popularity it predicted playing only from November 15 to December 9. However, that doesn’t mean the end of the revenue raising.
Scandalous’ star, Carolee Carmello, was nominated for a Tony as the Best Featured Actress in a Musical which is a pretty big deal and also means that the Scandalous brand is back in the news headlines. And here is where the content hubs become important.
Finding that the show has finished, many consumers will scan down the Google search list and try and watch a snippet of the show and will most likely end up on Broadway.com. From here, they get to find out more information about Scandalous, watch snippets of the show, hear some of the music and get involved with the show (even though it has finished) by voting on which necklace Carolee Carmello will wear to the Tony’s. All the while, being exposed to the fact that Scandalous is about to release its cast album on June 15, less than a week after the Tony’s.
See the importance? Originally, consumers were slightly interested in finding out some more information about the show. But through this special, interactive content hub, they have invested time and energy into the show and thus become involved with the brand making them more likely to purchase this new product.
Definitely an important feature when it comes to earning some more money for the producers and promoting the new cast recording. And it is all due to the fact that the Tony’s raised the profile of this show which had already closed (or at least that is how I am linking this article into my Tony’s theme!).
Have you seen any other impressive content hubs around? Let me know in the comments below.