Regional Theatre Marketing

The Mayflower Southampton is one of the top three theatres in England, with capacity for seating 2,300 people. They sell 450,000 tickets a year for a wide range of productions, from musicals to ballet, opera to pantomime and have a patron database exceeding 150,000 records. In conjunction with Adeo Marketing, they turned to Beacon Dodsworth's consultancy bureau to use their database to produce reports, analysis and maps to aid them with their marketing strategy.

Visualising where their patrons are coming from and determining the penetration of them against the total population was the initial phase of the work. Taking into consideration drive times and the media in the area is also helping the Theatre to ascertain the best choice for their media buying schedule. The information has also been used to gain sponsorship and support grant applications.

Beacon Dodsworth were chosen for the project by Adeo Marketing following a review of mapping bureau services at an exhibition.

Rick Matthews, Adeo Marketing said

"We have been very pleased with the outcome of this project, The Mayflower now have an invaluable source of marketing information. Throughout the project we received excellent help and guidance from Beacon Dodsworth and were very impressed with their efficiency and flexibility."