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Oliver Twist Marketing Research Report
Alyssa Tabor: Resource Marketing InternJune 25, 2012
Oliver Twist Marketing Research Report
Resource Marketing Intern: Alyssa TaborDate: June 25, 2012
Objective:
The objective is to find new places to market Radio Theatre’s Oliver Twist online in order to enlarge the current target audience, which will enlarge sales and reach overall.
U.S. Market
http://en.wikipedia.org/wiki/Oliver_Twist
o Top Google result for “Oliver Twist”
o Add Oliver Twist to references and adaptations
o Beneficial option for budget (no cost) and scope of audience (17 mil registered users)
o Create article specifically dedicated to Radio Theater’s Oliver Twist
o Create article specifically dedicated to Radio Theater
Currently only a paragraph under the Focus on the Family article
www.facebook.com
o Create fan page for both Oliver Twist and Radio Theatre
o Beneficial option for budget (no cost) and scope of audience (900 mil users)
o Advertise on various radio drama groups and pages. Examples:
http://www.facebook.com/groups/audiodramaclub/members
Group of audio drama enthusiasts
Posts primarily about BBC dramas
Description of desired style of audio dramas fits Radio Theater perfectly
http://www.facebook.com/pages/Radio-Drama/8708373945
431 likes
www.youtube.com
o Beneficial option for budget (no cost) and scope of audience (Estimated “eight hundred million unique users a month*)
o Create specific Radio Theater channel as well as traditional banner ads
http://www.goodreads.com
o According to website, “largest site for readers and book recommendations in the world”
o “9,100,000 members who have added more than 320,000,000 books to their shelves”
o Excellent way to appeal to adult consumers and less-marketed-to target audience by use of banner ads
http://www.sparknotes.com
and
http://www.cliffsnotes.com
o Tools which students can use to better comprehend the material they are learning
o Target audience of teenagers and twenty-somethings
o Perhaps market Oliver Twist as a learning tool Mention auditory learners etc.
*Information sourced from Wikipedia
Pair as banner ad with specific Dickens related content
o “5 million monthly visitors” (SparkNotes)
o “Monthly Page Views: 10,800,000; Unique Visitors: 1,070,000+” (CliffsNotes)
www.adoption-share.com
o Started by Focus Leadership Institute Alumnus
o Mission is to “streamline…[and] demystify the adoption process”
o Possibility of complementary mention
o Contact about mention in E-Newsletter
International Market
http://www.dickens2012.org/
o Collaborative effort of worldwide partners to commemorate the 200th birthday of Charles Dickens
o Would provide connection with a plethora of Dickens enthusiasts
o Contains a “Film, TV, & Radio Section
o Multiple events throughout the year Create release of Radio Theater’s Oliver Twist as event
http://www.charlesdickensbirthplace.co.uk/
o Primary audience: Dickens enthusiasts
o Will link Oliver Twist with other Dickens-related organizations
Conclusion
In my research, I discovered that it is much easier to find information on Adventures in Odyssey than Radio Theatre. The three most important places where Radio Theatre needs a presence are: Wikipedia, Facebook, and YouTube. These are free and easy to use, but very heavily viewed. This would be the cheapest, easiest, and most efficient way to grow Radio Theater’s target audience. It would also be beneficial for Radio Theater to have its own website.
