英国NUTS 三年营销战略报告(2)

   SUMMARY OF MARKETING PERFORMANCE

  Comment on Marketing Spend
  The amount spent on Marketing is a considerable amount for NUTS. The marketing spend in the two productions that we looked at, was 95 pounds for Cabaret which was the second highest expenditure, and 261 pounds for the Panto. We question the return on that kind of spend, since the surveys we conducted indicated that only 19 % had even heard of NUTS let alone the productions and also that word of mouth seemed to be the best way for the seats being filled (Figures 2&3) .

  Reasons for Good Marketing Performance
  • The artistic and individual nature of the productions comes across as the production directors are responsible for the creativity exhibited in the marketing material.

  ? Student support of the society is very strong and word of mouth is a very powerful medium to promote NUTS, peers, friends, the student body do much to ensure that the productions do well.
  Reasons for Bad Marketing Performance
  ? There has not been a strong image of NUTS portrayed in the marketing material which is created by the productions directors of individual plays, there seems to be just the promotion of the productions and not NUTS per se.

  ? It was stressed by the NUTS management that each production’s promotion was the responsibility of the show’s producer. We would not want to impinge on this but feel that it would not be unreasonable for the artwork to be worked in to the pre-designed template.

  ? Marketing has been very conventional with simply the use of posters and only recently flyers; this could be due to lack of marketing acumen within the society.

  ? Our analysis showed that although much of the promotional material produced by NUTS was of a high design and quality specification, there was a distinct absence of brand uniformity. The result being consumers would be confused and would be unable to identify with the NUTS brand. Consumers would find it difficult to associate one production with another. Each production although an entity in itself with its own design carries no cumulative benefits from the value of that brand.

  ? We would suggest that a “brand” be created, perhaps via a competition within a graphic design or marketing course. A template should be used for all promotional activity. This would help consumers to begin to identify with the brand and value would be created.

  ? It could easily be seen that a conflict of brand exists. Newcastle University Theatre Society provides the most obvious value regarding the brand (see appendix), however the NUTS acronym is fun and provid......More↓↓↓