Marketing research

Pre-test of the marketing creatives for a new Broadway musical

Markets

United States

Challenge

A new musical based on the songs of a renowned artist was being created, but the story at its core was not that of the singer. One year prior to the launch of the show, the producers needed to validate the show positioning for the market. Moreover, the marketing agency had developed several marketing creative options and wanted to understand which creative direction would be the most effective to generate interest in the production and ensure the message was aligned with the desired positioning.

Solution

Quantitative pre-test of marketing campaigns on a sample of the American population attending musicals

Results

Validation of the show’s business potential and consumer interest in the value proposition

Identification of priority targets from a sociodemographic and behavioral standpoint

Identification of the optimal marketing creative options

FR