Disney On Ice
Shifting the target audience to drive up revenue
Disney on Ice was opening at the Dunkin Donuts Center in Providence at a challenging time of year in the 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.
The work resulted in over 20% increase in revenue. How?
Immerse Agency ran a detailed analyses of past sales trends to determine that a significant portion of attendees were traveling in from Massachusetts, a market that hadn’t been a focus for past engagements. This customer base also showed a tendency of purchasing higher priced tickets: Front sections, suites, VIP passes….
Immerse Agency 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. From this region we grew sales significantly which increased the total revenue by over 20% year-over-year. Sometimes the secret to your success lies in your existing data…… you just need to know where to look.