Marketing and Communications Strategy: Hackney Empire Theatre Essay

I. IntroductionThe dynamic reputation of securities industrying system is not ca apply by its rapidly develop theories or its changing paradigms. It is caused by the fact that contrastive purlieu contends different strategies. The disagreement between strategies could be very signifi throw outt even though the markets argon geographically located in the same region. Due to this dynamic nature, the ask of marketing and communications strategy will never be completed.Concerning the issue, this c individuallywhere will assess the marketing and communications strategy for exotic arena twists. The particular object of summary is the hackney carriage Empire flying field, which is one of the oldest and near valuable limits in Londons history of Theatre industry. The root will discuss about generating marketing and advert strategies for the field of study, segmentation and military position strategies and also communication strategies.II. Hackney Empire TheatreSimply defined, Hackney Empire Theatre is a Music Hall built in 1901. The structure is a historic place in London, especially for the performance art industry, because famous characters have all performed there, like WC Fields, Marie Lloyd, Stan Laurel and Charlie Chaplin. The building has been changing its function several times. It has even been scheduled for demolition at one time. Nevertheless, the building survived all the threats, and today it fails a historical landmark for many reasons. one(a) particular reason is because the building was a tip centre in alternative comedy boom in 1980s. gussy up comedian of all sorts had performed in this building and many famous ones too. One of its famous occasions is the Hackney Empire New Act of the class competition. The latest development on the building is the fact that it was closed for lead years from 2001 to 2004, in come out to install more seats and to shew the building suitable for opera performance.III. Marketing and Advertis ing StrategiesAdvertising strategies commonly come about when we are finished innovationing our marketing schemes. In order to generate the best marketing propose, we need to first solely understand the marketing objectives. In its website, the Hackney theatre mentioned that one of its objectives is to become a recognized leader within the theatre industry, especially in offering opportunities for innovation, dialogue and engagement through all forms of theatre.In order to achieve that we need to first perform to things, which are understanding consumers environment where we will operate and understanding the say-sos and conditions of the facility we are running. Both of these activities erect be performed by means of strategical analysis tools. The first strategic tool that we should use to generate a marketing plan is the porters Five Forces Analysis. This analysis tool helps manager understand conditions of the stock environment and psycho-dynamics of the market.In term s of the theater industry, Porter Five Forces can help us understand the following factorsThe theatre world is developing. It is used to be understood as a hard place to live, with rivalrous atmosphere and mediocre pay, just today the industry reported that it has contributed over 2.6 billion annually to the UKs economy. Arts council invests over 100 trillion in 230 theatre organizations in UK for the development of the industry. So early days artists and radical performances are on the rise (Guide, 2000). The environment face a come up level of competition, because audiences are also tempted by modern theatre buildings that are recently built There is actually no competition to the historical value of the building, so the Hackney Empire Theatre will forever have a unique place in visitors minds, but maintaining the attraction of that unique value is a challenge The building has a different class or stature among other building. It is not easy for competitors to contradic t the image of the building. Its main node segment is the high class bon ton looking for entertainment in a presentable facility.Another analysis tool that we can use to guide our marketing and advertising strategy is the SWOT analysis. In terms of the Hackney Theatre building, the SWOT analysis could provide us the following knowledge Hackney Empire Theatre buildings strengths lie on its brand image and historical value. It is important that we maintain such atmosphere of class in every promotional event. Its threatening weakness could be its ancient image, which could be a turn-off for young and innovative artists Thus, a marketing strategy that attracts this segment should be prepared Opportunities lay along with its efforts of dealing with its threats. If management of the building manages to design the buildings image so that it will attract young artists and novel performances, consequently it would generate a new opportunity for the buildings popularity (Guide, 2000)From th e acquireations that have been revealed by the analysis tools, we can generate sundry(a) effective marketing and advertising strategy, for example passing away implication tickets, making an advertisement to local TV and radio shows, making a demo performance in nearby campuses, etc.IV. Segmentation and office StrategiesIn addition to the considerations made above, it is also critical that we understand the market enough to generate a marketing segmentation and positioning plan. Segmenting our customers will allow us to better manage customers and wants, achieving higher profits, creating opportunities for growth, maintaining sustainable customer relationship, etc. Marketing segmentation requires us to do the following notice customers based on their relevant characteristics to our business offerings identify their needs and developing a profile for every customer segment evaluating the attractiveness of each segment choosing one or several target segment and then develop a ma rketing blend in for each targeted segment.There is no space for a detailed segmentation analysis within this paper, but in terms of theater audience, there are mainly 4 groups of people, which are season ticket buyer, ordinary wiz ticket buyer, public groups and corporate clients. Referring to the the Hackney Theatre building, the strongest marketing segment is still the top(prenominal) class society looking for novel forms of sophisticated entertainments. This means the potential target segments are first the corporate clients, second the public single ticket buyer and followed by season ticket buyer. Thus, the marketing mix of our marketing and advertising plan must be designed to serve the first particular segment before others. For instant, the suitable advertising plan would be newspaper advertisement, internet advertisement, brochures sent directly to corporate managers, etc (Katz, 1955).V. discourse StrategiesIn using the concourse media to influence our targeted custo mer segments, it is necessary that we consider these communication theories. The first is called the Hypodermic Needle Theory. This theory represent the put one over that people would be significantly (whether consciously or not) impact by the circumstances media they are exposed to and all its content. The second theory is called the both step flow theory. Under this view however, we are urged to understand that spile media influences people by multiple steps. First, it is the TV watchers and newspaper readers that are affected first, and then these groups of people will influence others on what they capture from the mass media. This explains why some effort of marketing through the mass media failed (Davis, 1981).In connection to the theatre industry, management of the theatre building should manage their advertising plan so that it would target mostly the people who are attracted to mass media. Convincing these types of people is the start of convincing the entire population . In practice, theatre advertising should made dramatic and attention getting, without losing its integrity as a high-class performance of art. Such a design might require the assistance of an expert in such advertising field.