A

B

C

D

E

The ultimate aim of promotion is to make a sale. This bell shaped curve reflects people's

buying behaviour.

At 

A

, which may be six to eight weeks out from the season's start date, people are at the

awareness stage, and have been 

attracted

to the initial promotional material.

The inclining slope of 

B

is the stage where people are 

interested

in your show. Here,

your promotional material is out on the street more intensively.

At 

C

, two weeks out from your opening, your audience is at the stage where they 

desire

to purchase a ticket. Your promotion is heavy and emphasises the need to 

act

now. 

The downward slope 

D

is when they have their ticket in their possession. There is another

rise again at 

E

as they approach the date of their attendance. The rise of 

E

may depend

on previews, reviews and word of mouth.

ng the sale

The more people you bring to 

C

  buying a ticket   the better chance you have of

surviving poor reviews.

Maki

Your different target markets are likely to be at different places on the curve at any point

in time. For example, the primary target market is likely to peak sooner than the

secondary market. 

3

A well manipulated promotional campaign will plan the advertising and promotional

campaign around this curve and chart each target market's path on this curve.

You may think that the further out from the season's start date that you lead people to 

C

the better. But before taking this approach, you need to consider how long you can

sustain the intensity of promotion needed to achieve a sale at the apex of 

C

.

It's costly to sustain promotion at this level and if the campaign goes on too long you

risk losing your target market's interest. Once people decide to buy a ticket they respond

very quickly. That's why promotional material at 

C

should prompt people to act now  

perhaps even offering them incentives (see Incentives, page 47) to do so. 

Be sure your box office is ready to receive bookings as soon as your material goes out.

25

Smart arts

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