CRACKED FOUNDATION

BOSTON BALLET’S “THE NUTCRACKER” / BOSTON, MA

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SITUATION

  • The renowned Boston Ballet’s signature show was facing declining ticket sales spanning over a four year stretch.
  • It was feared that the legacy of the annual holiday tradition had waned over the generations and now up against increased competition would continue on a true decline.
  • TGG was hired to analyze overall marketing activities and explore ways to help reverse the trend.

ACTION

  • TGG aimed to define the core consumer for each segment of Boston Ballet’s business and examine key factors from past sales data including:
    o   Age
    o   Income
    o   Geographic Location
    o   Buying Patterns
  • A zip-code analysis mapping past tickets purchases was conducted revealing key geographic areas.
  • Media reconciliation was conducted to determine overall campaign effectiveness.

RESULTS

  • Thorough research by TGG showed that Boston Ballet had misconceptions about their core consumers.
  • The marketing and media mix were adjusted to better serve the defined target consumer, based on our results and recommendations.
  • Promotional retail marketing partnerships were created to extend the overall campaign and create new organic marketing touch points.
  • Boston Ballet saw a 38% ticket sales increase with their cornerstone performance, The Nutcracker.