At Lake Wobegon, all the women are strong, all the men are good-looking, and all the children are above average. Looking at advertising for Broadway shows, most of which use quotes, all of the shows are good if not great. So why isn’t every show full every night? Every show that has opened tells the potential audience they are great by using reviews. Is that enough? Are we telling customers what they need to decide whether to see a show?
In a survey of Telecharge customers we asked “Do you feel that advertising for shows provides enough information?” The good news is the majority of customers said advertising for shows did provide information; however, close to 40% said it did not. Interestingly enough, only 48% of New York City respondents said yes whereas 59% of out of town customers said so. One could theorize the out of town customers find out about shows by visiting theatre and show websites with lots of information whereas New Yorkers see advertising that is short on information they require. Or perhaps New Yorkers are just more demanding and harder to please?
When asked what piece of other information they wanted to see, most people said they wanted to see a description of what the show is about. In fact almost twice as many customers said a description of what the show is about is more important than quotes from reviews.
The actual percentages (people could check more than one answer)
- 63% said theatre advertising provided enough information
- 31% said they wanted to know what the show was about
- 28% wanted information on prices
- 22% the performance schedule
- 17% quotes from reviews.
We asked “How important is the story line in helping you decide whether to see a show?” More than 85% said yes.
How many only care if the show is good? 13%. So much for the Lake Wobegon effect.