Marketing made in ROH
This was a question that I had adressed in my dissertation, and the answer I gave is partly contradicted by the Royal Opera House: can dance an opera use video as a communication mean? I was stating that this was somtehing difficult, since video would destroy what artists give on stage, live. Thus, did I think, people would not be attracted to the performance.
The Royal Opera House in London, which has been conducting the most innovative marketing strategies for a few years, using for instance Facebook as a marketing media, proved me to be wrong. The ROH has put online not only videos showing ballet rehearsals, or giving insight on one or other productions, which, as I put in my dissertations, was to me the only way video would be used for advertising, that is as teasers. No, they even put Don Giovanni, the opera, in full length, on their website. And I have to give in that this was clever, and this allows to educate and make opera accessible to people who would not have afforded it anyway. Very well done. The marketing manager has a very acute sense of how the web can be used to efficiently drain new audiences to the opera.
And, for people who already go anyway, what a pleasure to get half price tickets, or to be able to see videos of what's going backstage. It definitely strenghtens your loyalty. Well done.
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