Location, Location, Location
Those three important words for real estate agents . . . Well, they don’t go amiss in marketing either!
Marketing for every show has to strike a fine balance. If consumers see the same advertisement too many times they will tune it out and, most likely, not engage with the show. If consumers don’t see the advertisement enough times then it doesn’t even register.
Surely there is one advert that you see every time you turn on the television or watch YouTube that has actually turned you off engaging with the product. Mostly because you have seen the advert so many times that the mere reference of the brand infuriates you. And I would give you an example for the second one, but you wouldn’t even know because you haven’t seen the ad enough times for it to even register!
Anyway, the same thing happens with marketing for musicals. When choosing where to place your ads you need to put it in a place where people will see it, but not be exposed to it for such a long time that they get turned off. And this is why the above ad for Wicked is so cleverly placed.
Transport advertising is on the up. And, recently in Melbourne, this means buying the space provided by the doors to the train carriage. But it is too much – especially when the ad is for Dracula’s dinner theatre and you stand on the train staring at an employee dressed up as a vampire showing off his several tongue piercings.
I can tell you now, after staring at that image for 30 minutes on a train I have absolutely no desire to go to Dracula’s . . . at all!
But in another effort to advertise on transportation, Wicked has placed their New Zealand advertising on the floors of ferries (as shown by this picture from Steve Danielsen who plays Fiyero). This is very clever marketing for a couple of reasons.
Firstly, it is something that passengers will notice when they get on the ferry and stand on Elphaba’s face. But they aren’t forced to look at it their entire journey and grow tired of the ad. That way, if they like what they see, then the potential audience members can actively choose to spend more time looking at the ad. But if they don’t want to engage with it or have received all the information they need, they can continue looking out the window without the distraction.
Secondly – and why I think ferries are the most advantageous form of transport on which to advertise – is there any other form of public transport where you spend more time looking at your feet than on a ferry? I don’t think so.
I don’t know about New Zealand, but I have certainly looked at quite a bit of floor on Sydney’s ferry system. Every time a rather large wave surprises commuters the first reaction is to make sure your feet are steady.
And in the eyes of a marketer, well, that’s an opportunity for a little reminder about Wicked.