What properly targeted marketing can achieve

Incorporated in 1963, Thames Music and Drama have had many successful productions throughout the years.  You might think it an odd topic to have in this newsletter, but I just had to tell you what an enterprising bunch this group is.

Back in April, I attended a Business after 5 networking event hosted by one of the local Thames businesses.  At announcement time, Diane Connors, a co-director of Beauty and the Beast, made an appeal to the business community.  The royalties charged for the production by Disney were eating into the drama group’s funds and there was an opportunity for individual businesses to sponsor one of the characters to help meet those commitments.

Sponsorship is nothing new, but the stand out thing for me was the opportunity taken by Diane to present the idea to her target market.   I put my hand up to sponsor the character Lumiere, and the idea must have worked really well for the drama group because on sponsors’ night more than 75% of the theatre seats had sponsors’ ribbons on them.

It just goes to show that a properly targeted campaign, no matter what you are selling, has a far better chance of succeeding than if you advertise aimlessly and hope that somebody reads it.   So well done Thames Music and Drama

(picture shows Graham & Wendy with their sponsored character, Lumiere)