Girls Night: The Musical
Marketing Guide
Our Target Audience
• Female Silent Generation
- Born 1936 - 1945
• Female Baby Boomers
- Born 1946 – 1964
• Female Generation X
- Born 1965 – 1976
Ticket Sales
• Individual Ticket Sales
– Prime Target Market: Baby Boomers & Silent
Generation.
– Secondary Market: Generation X, ages 30+
• Group Ticket Sales
– Primary Target Market: Traditional
– Secondary Market: Ancillary
Product Definition
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The MOST important factor in the successful branding for Girls Night: The Musical
is understanding the appropriate product definition:
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Girls Night: The Musical is an upbeat, adult themed, female targeted show with mass
appeal . . . A night out with friends, sisters, mothers, aunts, and even a few gay friends. A
musical, with a plot which unravels throughout the show, while entertaining the audience with
#1 Girl Anthems from throughout the decades.
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The major production features a cast, and crew of eight who travel with the show (five
actors). Set theme to a girls’ night out in a karaoke bar; lifelong friends gather to celebrate
their deceased friend’s daughter’s engagement. There are no costume changes. Pre-show
music sets the mood of the crowd; fun, elaborate lighting, and excellent sound; fourteen Girl
Anthems that add to the excitement of this sizzling slice of entertainment.
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Now an Off-Broadway sold out smash hit, Girls Night: The Musical promises to keep your
audience laughing, crying, and dancing in their seats, and even in the aisles!
Audience Profile
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Girls Night: The Musical has universal appeal to all women. Whether young or old,
regardless of their station in life, women recognize and identify with the shared
experiences of these characters.
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A survey* of audience members showed:
- The audience ranged in age from their 20’s to 70’s.
- Over 50% were there by Word of Mouth.
- 99.9% would recommend it!
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A study** done by the Broadway League found that 73% of ticket buyers are women.
Since Girls Night is such a female-centric experience, it should be targeted to all
women. Targeting those who have a proven record of attending comedies or ‘feel
good’ musicals is a good starting point, but it would be wise to keep in mind that
women love stories about other women, and that no group should be excluded based
on prior purchasing practices. The broad appeal of Girls Night inherently lends itself
to organic gatherings of girlfriends, large groups, and supergroups. The average
ticket purchase is almost 4.5 tickets per order.
*Survey conducted during a 2007 engagement at the Overture Center for the Arts, WI.
**The Audience for Touring Broadway A Demographic Study 2005-2006
Marketing Components
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Strategies provided by Entertainment Events, Inc. Your ad plan/campaign, and budget is
required for approval prior to putting show on sale.
- PR strategies - interviews with cast/author. The British author is based in the UK and is
available for phone interviews.
- Collateral – What does the venue provide for marketing?
- Radio & TV – interviews, 1 for 1 trade, live remote, radio contests, sponsored GN contest with
other sponsors offering a package giveaway to the winner.
- Subscriber based ‘pre-sale’ – Make your first eblast NOW to offer discounts.
- Groups Sales & Leader Incentives – free ticket/cd/feather boa
- Groups & Coach Industry – Leader and driver – free tickets
- Red Hats Society
- Local Print Media – Feature story
- Feeder Market Media – community newspapers, gay publications
- Direct Mail – postcards only if venue is non-profit and will use non-profit status.
- Email Blasts – approved eblast with link to testimonials and ticket purchase
- Creative Elements
- Local Retailer opportunities – gift bags with samples, coupons, discounts, giveaways, etc . . .
- Grassroots marketing
Other Promotion
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Girls Night: The Musical web site: http://www.girlsnightthemusical.com
Theatre’s web site – Logo, links to testimonials, Girls Night FB link, EEI link
Marquee – Announcing show and dates
On-line ticket sales
E-blasts. TicketMaster; Ticket Alerts
Third party marketing programs
Liquor distributor sponsorships
Co-op marketing programs
Program Inserts
Posters, flyers, postcards,
Box office/point of sale
Ticket Outlets
Radio/TV interviews; Cross promotions; Trade
Happy Hour; Meet-n-Greets; Liquor Distributor/sponsorships, sponsorships will be mentioned in
the show.
Gift bags – involve local retailers to offer discounts, coupons, samples, and promotional items to
insert in gift bags to give patrons who purchase tickets.
Highlights of show, intermission, and testimonials should be linked to the venue’s web site.
PR Photos
Logo
• Use only approved
logos for Girls Night:
The Musical.
• Color works best.
E-blast Sample
Postcard Sample