A New Marketing Mix for the Performing Arts?...can exploit by strategically using the Internet for marketing ” (Colbert, 2011) ”Piccolo Teatro is an outstanding role model in the

Jornada International Marqueting Cultural

Barcelona, 23-10-2014

A New Marketing Mix for the Performing Arts?

Lanfranco Li Cauli Piccolo Teatro di Milano Director of Marketing and Communication


¿Un nuevo marketing mix por las artes?




Piccolo Teatro

history historia




Mayo 14th,1947

History

History




Founded by Giorgio Strehler and Paolo Grassi Italy’s first public theatre teatro público

Fundado por

History




EVERYONE

THEATRE TEATRO OF ART FOR

TODOS DE ARTE PARA

Vision




THEATRE OF ART TEATRO DE ARTE

Stroller staged classical dramas from Shakespeare to Goldoni to Chekhov, and the greatest plays of the twentieth century by Brecht, Beckett and Pirandello.

Vision




FOR EVERYONE

Paolo Grassi started a low-price ticket policy and a strong promotional strategy in order to make “Piccolo” accessible to everyone.

PARA TODOS

Vision




Piccolo ies… Teatro d’Europa

UTE - Union of Theatres in Europe is a network of public theatres created in 1990, from the project of Giorgio Strehler and Jack Lang, with the partnership of the French Cultural Ministry.

Theatre of Europe




hoy Piccolo Teatro

today Jornada International Marqueting Cultural


Piccolo today






Piccolo’s venues

Teatro Grassi Teatro Studio Melato

Teatro Strehler

Chiostro Nina Vinchi

Academy of theatre

Worldwide tours




countries 61 25 languages

paises

lenguas

Piccolo & the world




THEATRE IS ON THE STAGE

Internet & social Community Web tv Social media

International activities Tournées Masterclass Exhibition

Educational program Academy of Theatre Workshops Lectures

Shows in Milan Productions Festival Hosting

EL TEATRO

Bertolt Brecht

SUCEDE EN

Piccolo & the world

EL ESCENARIO




Total patrons

Total Subscribers

Patrons under 26

275.434 22.610

46%

el publico Results (Season 2013/14)




Piccolo and web

complexity




Istat, «Italia in cifre 2014» (people > 6 years old)

0% 10% 20% 30% 40% 50%

Cinema

Museums

Sport

Monuments

Disco

Theatre

Concerts

Classic music

El consumo cultural en Italia

Entertainment and culture consumption in Italy




+ 2000M

World wide web growth at a glance

USER CONSUMER PERSON




but…

lead to

1) faster offer-demand relationship

A faster relationship pattern Relaciones culturales accelaradas




Piccolo web

system




SEARCH ENGINES

SEO & SEM WEB-TV

MAIN WEBSITE

PUSH STRATEGY

PULL STRATEGY

SOCIAL MEDIA

SALE

S ED

UTA

INM

ENT

LOYALTY SYSTEM

Piccolo online universe




• Brand new point-system fidelity program

• More points & quicker gathering

• Three loyalty levels

• Personal and engaging paths

New loyalty paths: the New Piccolo Card




NU

MER

OS

Good relationships get good numbers




0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14

52% online

42% box office

Season 2013/14

Online sales weight in % (single tickets)




130.000

105.000

0

20.000

40.000

60.000

80.000

100.000

120.000

140.00020

01

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Website users

creation

launch

development

Facebook Fans

58% spontaneous

42%

How we have grown: website and fanpage




offer Music Drama Dance

Educational

Piccolo Teatro Camino verso el publico Billpostings

Newspaper ads

Social Media

Dynamic promo system

Press office Newsletter mktg mix Piccolo

Card

Audience

Information search

Purchase experience

Evaluation of alternatives

Pre-purchase experience

Decision and expectations

Attendance demand Loyalization

Adjustment path towards the audience




Such opportunities must be considered as already operating realities, fully integrated and normalized

within the existing marketing and communication system

”There are several opportunities that art organizations can exploit by strategically using the Internet for marketing”

(Colbert, 2011)

”Piccolo Teatro is an outstanding role model in the performing arts industry in terms of its superb artistry and innovative audience

development practises” (Joanne Scheff Bernstein, 2014)

Online as an already normal attitude




"AU

GM

ENTE

D"

ID

ENTI

TY MARKETING & COMMUNICATION INTEGRATED TEXTURE

IDEN

TITY

1

1

EVOLUTIVE INTEGRATED

PLANNING 1 1

1

1

An ongoing inclusive process

MKTG INTEGRACION




Gabriele Mandel

Culture is to know everything and to love everything, it is the knowledge that binds us together, that unites us, makes us recognize each other with the same feelings, the same passions, with the same purpose of love, affection and beauty we have in us.




Gabriele Mandel

La cultura nos une con la misma pasión, con los mismos ideales que el amor.




GRAZIE! THANK YOU GRACIAS DANKE

Спасибо MERCI

Documents

A New Marketing Mix for the Performing Arts?...can exploit by strategically using the Internet for marketing ” (Colbert, 2011) ”Piccolo Teatro is an outstanding role model in the