London's West End has been one of the most well-known locations in the world in terms of theatre and the arts. Many talented individuals hope to break into this vaunted community in order to promote their craft and a handful of lucky individuals will be able to use such a status to ascend into stardom. However, traditional marketing techniques have already transformed the ways in which such events are promoted. The rise of the mobile phone has exerted a profound influence, and we are not simply referring to an annoying ringtone that happens to be heard during the last act of a play.
Ticket sales can be dramatically enhanced if the right digital marketing steps are taken. This is just as important for the individual artist as it is for the playwright. Let's take a look at how portable devices are influencing the West End scene as well as what we can expect to witness in the future.Traditional Theatre in the Digital AgeTraditional ticket sales were commonly associated with mediums such as television, radio, word of mouth, and even individuals standing on street corners. The Internet has changed such methods forever.
It is now extremely common to sell tickets online due to the fact that a much wider audience can be reached in no time at all. Some of the main portals which are capable of hosting these services include:
- Standalone websites
- Third-party vendors
- Social media platforms
As opposed to downloading and physically printing a ticket, the code can be scanned and uploaded into a mobile device. It is then possible to pay for a reservation with a single click. So, automation is a very real advancement which should not be taken lightly.E-commerce providers such as Shopify are also allowing individuals to target specific communities (such as a certain age group found within the West End). Higher degrees of efficiency should therefore be another trend to watch out for in the near future.
When this is then combined with mobile-ready media snippets (such as a recent performance) and the ability to contact a sales representative via an embedded chat widget, we can clearly see that West End ticket promotions are showing no signs of losing momentum. Still, let's never forget that talent will make or break any performance and this is one metric which can never be influenced by digital technology.