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Date: 2020.11.30
Location: National Taiwan College of Performing Arts
Interviewee: Po-Shou Tung, marketing manager of “Taiwan Peking and Kunqu
Opera Troupe”
“Remarkable play” relies on the collaboration between professional production team and excellent actors. Mass media should be applied for the promotion to attract more audiences. Thus, before the performance, the troupes participate in the lectures, promotion and press conference upon the promotion places, subjects and media arranged by the production sector in order to enhance the box office. According to Po-Shou Tung, marketing manager of Taiwan Peking and Kunqu Opera Troupe, in the promotion of the plays, the concerns are the following: Will there be audiences? Is the promotion effective? What are the features of the performance? Is the ticket affordable? Is the originality of posters and DM attractive? These are the important factors in marketing. Hence, when there is the competition of similar plays in the market or other options of entertainment, how to attract the audiences? It is the critical task of marketing.
By interview, it introduces the marketing of the plays |
The priority of the brand of plays is holistic marketing |
In recent years, promotion and marketing becomes more difficult. With the same promotion before, there were at least 80% of audiences. Nowadays, upon the same efforts, the audiences are less than 50%. Thus, the work of marketing should be constantly increased. In recent years, environment of media is changed. In press conference, the concerns are the following. Will there be journalists? Will it be reported? How many reports will there be? Will there be the reports on internet and e-media at the same time? How can be further exposed? How to break through the obstacle to lead to the optimal promotion outcome. These are the aspects for further efforts.
Marketing by holding press conference |
Promotion by proper places
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Thus, after we recognized the obstacle of promotion, we brainstormed the strategies. We enhanced the promotion outcome by re-packaging and bolder marketing techniques. For instance, we created posters and DM by bold colors, interesting images, presentation of characters and animation characters. The innovation of visual images is attractive for young people. In addition, we associated the plays with modern events to create refined, romantic, artistic and fashionable traditional Chinese opera. The marketing strategy was effective.
Creative marketing poster |
Creative graphic contexts |
Interviewee Po-Shou Tung, marketing manager of “Taiwan Peking and Kunqu Opera Troupe”.
Source of Photos:
Photographed by the research team
National Center for Traditional Arts
https://www.ncfta.gov.tw/cultureevent_31_2656.html
https://www.ncfta.gov.tw/information_159_88290.html
https://www.ncfta.gov.tw/information_159_46505.html