Marketing Research Presentation

Turnage TheaterTurnage Theater
FoundationFoundation

Mission StatementMission Statement
The mission of the Turnage Theaters
Foundation is to enrich and cultivate the
heritage of the community by authentically
restoring, and effectively operating the
Turnage Theaters, establishing a cultural
center to be used for the performing arts,
community gatherings, educational
programs, corporate expos and meetings,
and private functions for residents and
visitors of Eastern North Carolina.

IssuesIssues
People under the age of 50 are not
regularly attending plays.
Average attendance ranges only from
about 50 to 60%.
There is insufficient marketing techniques.
There is an uncertainty of customer
satisfaction which shows through the lack
of membership at the Turnage Theater.

ObjectivesObjectives
 Find out how many people are
aware there is a theater in
Washington (College Students)
 Determine what types of
people in surrounding
communities are willing to
travel.
 Examine how customers
(members/nonmembers) feel
about their experience at the
Turnage Theater.
 Identify what factors influence
customers to attend the
Turnage Theater.
 Distinguish what marketing
techniques are most effective.

ObjectivesObjectives
 Detect if potential
customers are interested in
encountering new
experiences.
 Discover how aware
customers are about
performances in general.
 Uncover how to get people
to return to Turnage
Theater.
 Examine what attracted
current membership
holders to join.
 Establish what method of
communication would be
most efficient for
customers and members.

Data Collection PlanData Collection Plan
Through email, survey current members,
customers, and former customers to find
out current satisfaction level.
Look at previous years numbers and
analyze what was the most effective.
Conduct a general survey to students of a
wide range of majors at East Carolina
University.

GenderGender Current StudentCurrent Student

Average
number of
children in
peoples
households is
1.27

Household IncomeHousehold Income

BackgroundBackground
InformationInformation

Attendance in Any TheaterAttendance in Any Theater
(past 5 years)(past 5 years)

Theater Decision FactorsTheater Decision Factors
Additional Factors:
 Cleanliness (1)
 Theaters Comfortably
(1)
 Concession Stands (1)
 Programming (17)
 Sound Quality (2)
 Friendly Atmosphere (2)
 Price (4)
 Quality of Production (2)
 Leg Room (2)
1=Not important at All
5=Extremely Important

People go to plays that…People go to plays that…

Methods of finding a theaterMethods of finding a theater
production:production:
1=Very Unlikely
3= Neither
5=Very Likely

Maximum Travel TimeMaximum Travel Time

Maximum Ticket PriceMaximum Ticket Price

Length of time showsLength of time shows
should last:should last:

DaysDays
Preferred:Preferred:
TimesTimes
Preferred:Preferred:
1=Very Unlikely
3=Undecided
5=Very Likely

Preferred Company:Preferred Company:

Potential PreventionPotential Prevention
Additional Reasons:
o Work (1)
o Budget (1)
o Babysitter (1)
1=Extremely False
3=Undecided
5=Extremely True
oDistance (1)
oLack of choice (2)
oWeather (1)
oIllnesses (2)

Level of FamiliarityLevel of Familiarity
1=Very Unfamiliar
3=Kind of Familiar
5=Extremely Familiar

Level of AwarenessLevel of Awareness
1=Extremely Unaware
3=Aware
5=Extremely Aware

Information aboutInformation about
Turange TheaterTurange Theater

Ways people have learnedWays people have learned
about Turnageabout Turnage

Interest in live TheaterInterest in live Theater
ProductionsProductions
Additional Interest:
 Dance Performances (2)
 Classical Music (2)
 Opera (2)
 Lectures (1)
 Classical Country (2)
 Movies (10)
1=Extremely Disinterested
3=Neutral
5=Extremely Interested

Interest Live MusicalInterest Live Musical
PerformancesPerformances
1=Extremely Disinterested
3=Neutral

Turnage AttendanceTurnage Attendance
(past 5 years)(past 5 years)

Satisfaction TurnageSatisfaction Turnage
QualitiesQualities
Additional Concerns:
 Pricing (1)
 Sound System (1)
 Parking (1)
 Seating (5)
1=Extremely Dissatisfied
3=Neutral

Typical things people areTypical things people are
not satisfied with:not satisfied with:
Shows appeals to 70+ crowds
No leg room
Prices; performances is not always
worth the ticket price
Expand the snack and beverage
area
Lobby is to plain

Turnage MemberTurnage Member
AnswersAnswers

Member of theMember of the

Typical responses to whyTypical responses to why
people become members:people become members:
Love for the theater
Supporting live performances
Supporting the community
Supporting local theaters
Enjoys the shows

Why did people chose thatWhy did people chose that
type of membership?type of membership?
Only one they can afford, budget wise
Benefits offered
For advanced show listings and
discount tickets
Support the theater
Friends of people who work at Turnage

Satisfaction withSatisfaction with
membership at Turnage?membership at Turnage?

Who current membersWho current members
know?know?

Benefits Members WantBenefits Members Want
Additional Benefits:
 Shows for Members Only
 Group Discounts
 Dinner/Show Packs
 Special Events
 None

Are people more likely to come on aAre people more likely to come on a
Friday or Saturday?Friday or Saturday?
In conclusion, there is not a significant difference between people coming on a Friday
or Saturday night even though they are the most popular days to attend. However,
there is a significant difference of attending on Monday-Thursday and Sunday.
Attending on Monday-Thursday has the lowest attending rate and Sunday has second

What time is most desirable forWhat time is most desirable for
people ages 18-29?people ages 18-29?
In conclusion, people aged 18-29 rated going to a show between 2-4 and 8-10
significantly higher that people 30 years or older. However, 18-29 year olds are
more likely to go to a performance after 6pm.

Will younger people be more likelyWill younger people be more likely
to attend late show times?to attend late show times?
In conclusion, 12-2 is the only time there is a significant difference; however it is
least preferred. There is not a significant difference between the rest of the
times, but 6-8 does have the highest average likelihood.

Do full time students and non studentsDo full time students and non students
differ in willingness to see adiffer in willingness to see a
production?production?
In conclusion, non-students are significantly more likely to see a
production on all of the days over full-time students. However, students
are more likely to see a show on a Friday, Saturday, and Sunday.

Will the younger age groups be moreWill the younger age groups be more
interested in live musicalinterested in live musical
performances?performances?
In conclusion, there is a significant difference, that states that younger people
are more interested in watching live Musical Performances, Musical Comedies,
Play/Theatricals, and Other performances; over older people.

Will younger people be moreWill younger people be more
interested in Comedies?interested in Comedies?
In conclusion, people ages 18-29 is more likely to be interested in musical
performances, musical comedies, plays/theatricals, and other performances
than people 30 and older.

What types of musical performancesWhat types of musical performances
do the 18-29 group prefer?do the 18-29 group prefer?
In conclusion, people ages 18-29 is more likely to be interested in all of the
musical performances than people 30 and older.

Will married couples rate musicalWill married couples rate musical
comedies the highest?comedies the highest?
In conclusion, married couples were significantly satisfied with musical
performances, musical comedies, and plays/ theatricals, but musical performances
were rated the highest.

Will people interested in learning about TurnageWill people interested in learning about Turnage
attend musical performances?attend musical performances?
In conclusion, there is a significant relationship between learning more about
the Turnage Theater and all of the musical performances except for country
performances.

Will the likelihood of attending musicalWill the likelihood of attending musical
performances correlate with other performanceperformances correlate with other performance
types?types?
In conclusion there was a significant differences between musical
performances and everything except for children shows.

Continue…Continue…
In addition, to musical performances
children shows is not significantly related
to blue grass, country, folk, and jazz
Then, impersonators is not significantly
related with blue grass and jazz
Finally, jazz is not significantly related
with classical comedians and country.

Is someone who has seen at least 5Is someone who has seen at least 5
productions likely to watch a longerproductions likely to watch a longer
one?one?
In conclusion, people who have seen less than 5 performances have a significantly
higher chance of watching a longer performance for Plays/ Theatricals, Musical
Performances, and Musical Comedies.

Will customers with 5 or moreWill customers with 5 or more
attendances rate a high satisfactionattendances rate a high satisfaction
level?level?
In conclusion, people who have attended the Turnage Theater less than 5 times were
significantly more satisfied with the box office and the show selection that people who have
attend more than 5 performances. However, overall people rated everything above a 3.0
satisfaction level, except for other.

Are people more inclined to learn about Turnage ifAre people more inclined to learn about Turnage if
they have been to 5 performances in the past 5they have been to 5 performances in the past 5
years?years?
In conclusion, people who have attended less than 5 productions in the last 5 years
are significantly more likely to be interested in learning about the Turnage Theater.
Interest in Learning more about the Turnage
Theater.

Will people who rated high interest inWill people who rated high interest in
learning about Turnage travel farther?learning about Turnage travel farther?
In conclusion, people who rated a interest level of less than or equal to a 3.0 in
learning more about the Turnage Theater are more willing to travel further.

Will full time students have minimalWill full time students have minimal
familiarity of Turnage?familiarity of Turnage?
In conclusion, people who are not students are extremely more familiar with
the Turnage Theater; however, full-time students are a little more aware
than expected.

Is it unlikely for younger people toIs it unlikely for younger people to
become members?become members?
In conclusion, there is a significant difference between people becoming members of
the Turnage Theater, in which younger people are less likely to attend than older
people, as you can see demonstrated in this graph.

Will younger population mostWill younger population most
likely purchase a ticket online?likely purchase a ticket online?
In conclusion, younger people are significantly more likely to use the Theater’s
Website and the Newspaper and older people are significantly more likely to use the
Yellow Pages, Bulletin Boards, and Ticket Master.

Will ways people are informed ofWill ways people are informed of
productions effect amount spent?productions effect amount spent?
In conclusion, there is a significant difference between the majority of the ways you can find out
about a production and the price. Such as people that are more willing to pay less than $50 if
they found out about it through the internet, newspaper, box office, or ticket master; and the
people that are willing to pay more than $50 are more likely to use the yellow pages or a bulletin
board.

Is unawareness the main reasonIs unawareness the main reason
people don’t attend?people don’t attend?
In conclusion, people not being aware is not significant over any other reason for not
attending and for the most part there is not a significant differences between all the reasons
expect for having no one to go with is significantly less likely to be the reason why people
wont go.

Are times performances are availableAre times performances are available
the most important theater feature?the most important theater feature?
In conclusion, times performances are available is not significantly more important than any
of the other qualities; however, theater parking is significantly different than all the other
qualities.

Do females care more aboutDo females care more about
theater aspects than males?theater aspects than males?
In conclusion, only show availability and location were rated
significantly more important for females than males.

Will women rate satisfaction ofWill women rate satisfaction of
Turnage features higher than males?Turnage features higher than males?
In conclusion, females rated satisfaction of the Turnage Theater generally
higher than males but significantly higher in box office, theater website, show
quality, and show prices.

RecommendationsRecommendations
 People look for a theater to attend through the:
◦ Internet
◦ Theater Websites
◦ Newspaper
◦ Friends, Family, and Co-Workers.
 Ways people learned about Turnage:
◦ Online
◦ Email
◦ Word of Mouth
◦ Newspaper
 People have the same awareness status of the Turnage Theater
to any other theater, so increase your advertising in:
◦ Internet
◦ Theater Websites
◦ Newspaper
◦ Friends, Family, and Co-Workers.
◦ Word of Mouth.

People don’t like to be at any performance over 2
hours.
Try to focus show times on a Friday or Saturday
past 6pm.
Try to price under $40
Travel time does not seem to be an issue
People ages 18-29 years old prefer:
◦ Musical Performances
◦ Musical Comedy
◦ Plays/Theatricals
 Specifically, Musical Performances that are Rock & Roll or
Jazz

 Important deciding factors for theaters:
◦ Theaters Quality
◦ Location
◦ Times Available.
 People attend plays that were:
◦ Recommended to see
◦ Have heard of before
 Popular live theater productions:
◦ Musical Performances
◦ Plays
 Unpopular live theater productions:
◦ Impersonators
◦ Children Shows
 Most popular live musical performances- Rock and Roll

 Satisfied Theater Qualities:
◦ Box Office
◦ Website
◦ Facility
◦ Quality of Shows
 Unsatisfied Theater Qualities:
◦ Bar and snack area (Expand beverage and snack choices)
 Benefits Members Want
◦ Show Discounts (Like buy 5 tickets get 1 free)
◦ Preferred Seating (Reserve 2 rows on the bottom level for members
only)
◦ Shows for Members Only
 A way could be to encourage current members to network others
for show discounts.
 There is a positive relationship between the people who are
familiar with Washington, NC and being familiar with the Turnage
Theater.

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