DISNEY ON ICE
Shifting the Target Audience to Enhance Revenue
Overview
Disney On Ice was opening at the Dunkin Donuts Center in Providence, RI during a challenging time of year in the family entertainment world, September (back-to-school). The previous year had seen a lull in ticket sales, and as such, Feld Entertainment, producer of Disney On Ice, brought in Immerse Agency to oversee the date and increase ticket sales.
Overview
Disney On Ice was opening at the Dunkin Donuts Center in Providence, RI during a challenging time of year in the family entertainment world, September (back-to-school). The previous year had seen a lull in ticket sales, and as such, Feld Entertainment, producer of Disney On Ice, brought in Immerse Agency to oversee the date and increase ticket sales.
Services
Using past knowledge and experience marketing top family entertainment brands, Immerse Agency ran a detailed analysis of past sales trends and determined that a significant portion of attendees traveled in from Massachusetts, a market that hadn’t been a marketing focus for previous engagements. Immerse Agency also learned that this customer base showed a tendency of purchasing higher-priced tickets, such as front sections, suites, and VIP passes. Based on this analysis, we redefined the geographic target for the date and repositioned previous marketing mixes to focus on the expanded region. A layer of zoned cable, billboards and targeted online advertising was added to the mix, focusing on the border towns in Massachusetts that had a previous propensity to buy.
Services
Using past knowledge and experience marketing top family entertainment brands, Immerse Agency ran a detailed analysis of past sales trends and determined that a significant portion of attendees traveled in from Massachusetts, a market that hadn’t been a marketing focus for previous engagements. Immerse Agency also learned that this customer base showed a tendency of purchasing higher-priced tickets, such as front sections, suites, and VIP passes. Based on this analysis, we redefined the geographic target for the date and repositioned previous marketing mixes to focus on the expanded region. A layer of zoned cable, billboards and targeted online advertising was added to the mix, focusing on the border towns in Massachusetts that had a previous propensity to buy.
Results
As a result, Immerse Agency’s tactics grew sales significantly from this region, which increased the total revenue by over 20% year-over-year.
Results
As a result, Immerse Agency’s tactics grew sales significantly from this region, which increased the total revenue by over 20% year-over-year.