VCW 4 Impromix: Attracting a Bigger Audience
Strategies for an improvisational theatre group to expand its audience reach.
How can The Impromix attract a bigger audience?
This project addresses the challenge of Impromix, an improvisational theatre group, seeking to attract a bigger audience, utilizing the Value Creation Wheel (VCW) framework to develop a strategic approach.
Overview:
Impromix, an improvisational theatre group, aimed to increase its audience reach. The team employed the VCW framework to develop a strategy focused on enhancing digital marketing activities, including establishing a newsletter, creating a review page on TripAdvisor, building a YouTube channel, and creating a podcast. The process aimed to tackle the challenge of low awareness about improv as an art form.
Application and Process:
The process began with a diagnostic phase, analyzing the theatre group's strengths, weaknesses, and market environment. The core challenge was defined: attracting a bigger audience. The team then generated ideas and filters through primary and secondary research, including surveys and competitor analysis. The POCR method was used to refine these ideas and filters. Through VCF and MCDA, the team narrowed down potential solutions, focusing on the four digital marketing strategies. Prototypes were developed and evaluated.
Key Takeaways:
Digital Marketing Focus: Enhancing digital marketing activities, including newsletters, TripAdvisor reviews, YouTube channels, and podcasts, effectively expands audience reach.
Addressing Low Awareness: Tackling the issue of low awareness about improv as an art form is crucial for audience growth.
Targeted Audience Engagement: Utilizing digital channels like Instagram and YouTube, which are popular among the target demographic, enhances engagement.
Leveraging Existing Strengths: Capitalizing on the group's strengths, such as well-known actors and a first-mover advantage, enhances competitive positioning.
Data-Driven Decision Making: Utilizing surveys and competitor analysis provides valuable insights for strategic decision-making.
Conclusion:
The VCW framework effectively guided Impromix in developing a strategy to attract a bigger audience, demonstrating the methodology's effectiveness in addressing business challenges and fostering growth.