John Quertermous and Rachel Lonergan's presentation at Entertainment Marketing 2016
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Transcript of John Quertermous and Rachel Lonergan's presentation at Entertainment Marketing 2016
![Page 1: John Quertermous and Rachel Lonergan's presentation at Entertainment Marketing 2016](https://reader031.fdocuments.us/reader031/viewer/2022030305/5874130b1a28abcb5b8b4c29/html5/thumbnails/1.jpg)
How we went about building audiences in 2016…for the pop songs of 1886
John QuertermousHead of Marketing and Tourism
Rachael LonerganHead of Strategy
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How do you innovate and build new communities of audiences when your product is literally a hundred years old or more?
Opera Australia recently turned 60
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Source: http://www.chaostrophic.com/
When some people think of Opera, they think of this…
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…when they could be thinking of this.
![Page 5: John Quertermous and Rachel Lonergan's presentation at Entertainment Marketing 2016](https://reader031.fdocuments.us/reader031/viewer/2022030305/5874130b1a28abcb5b8b4c29/html5/thumbnails/5.jpg)
The Challenge
Developing a communications strategy that delivers to the entertainment needs of audiences in 2016
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When we said we love Opera, we meant it
In order to evolve communications and targeting we needed to prove our case
“Better to ask for forgiveness than permission”
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Source: ASkU Survey Commissioned August 2014 by Foundation, P18+, n=236
Strategic Insight #1
#1 barrier to ticket purchase is not knowing much about Opera
Only 5% said they knew a lot about Opera
63% were willing to learn more
Traditional “arts” style marketing by title, assumes prior
knowledge
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#2 barrier to ticket purchase is perception of ticket price/value
47% happy to spend $150 or more on a single concert ticket for other entertainment options
72% would be happy to receive tickets to the Opera as a gift
Strategic Insight #2
Source: ASkU Survey Commissioned August 2014 by Foundation, P18+, n=236
Price perception tied up with concern about value
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The opportunity for OA
Begin acting as an entertainment brand rather than an “arts company”
Deliver high-‐value experiences and make them accessible to as many ticket-‐buyers as possible
Celebrate audiences and generate social proof that helps deliver ticket sales
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New positioning : Sydney-‐style
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Then Now
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![Page 13: John Quertermous and Rachel Lonergan's presentation at Entertainment Marketing 2016](https://reader031.fdocuments.us/reader031/viewer/2022030305/5874130b1a28abcb5b8b4c29/html5/thumbnails/13.jpg)
![Page 14: John Quertermous and Rachel Lonergan's presentation at Entertainment Marketing 2016](https://reader031.fdocuments.us/reader031/viewer/2022030305/5874130b1a28abcb5b8b4c29/html5/thumbnails/14.jpg)
![Page 15: John Quertermous and Rachel Lonergan's presentation at Entertainment Marketing 2016](https://reader031.fdocuments.us/reader031/viewer/2022030305/5874130b1a28abcb5b8b4c29/html5/thumbnails/15.jpg)
It takes an optimised digital eco-‐system…
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The risk is paying off
In testing, digital creative for “experiences” works as well or better than title-‐led creative in converting to ticket sales
We’re attracting more first-‐time Opera goers than ever before
44% of the audience at Carmen in 2016 were new to Opera Australia
Interest in Opera as a special “night to remember” is increasing
Visits to the Handa Opera on Sydney Harbour website are +80% in past 2 years
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“Last Night at the Opera”
![Page 18: John Quertermous and Rachel Lonergan's presentation at Entertainment Marketing 2016](https://reader031.fdocuments.us/reader031/viewer/2022030305/5874130b1a28abcb5b8b4c29/html5/thumbnails/18.jpg)
Thank you